Channel Women In Security: A Conversation With Fernanda Silva On Ambition, Trust And The Future of Cybersecurity Sales

What does leadership look like when you don’t have direct authority, only influence? Fernanda Silva shares how ambition, trust, cultural awareness and storytelling shape modern channel sales leadership, and why success in cybersecurity today is defined by outcomes, not transactions.

Fernanda Silva, senior manager for alliances management at Acronis, reflects on her career journey in channel sales and what it really takes to lead in a complex, global cybersecurity ecosystem.

From navigating mid-career leadership to building trust across regions, Silva offers practical insight into how ambition can be an asset, why relationships matter more than ever, and how AI and outcome-driven partnerships are reshaping the channel. This Q&A is especially relevant for women in cybersecurity sales who are building influence, visibility and long-term impact.

Can you share your role and what you focus on today?

My name is Fernanda Silva, and I’m a senior manager for alliances management at Acronis. I work closely with partners across regions, focusing on building programs, aligning strategies, and helping partners grow their businesses through cybersecurity, data protection and resilience solutions.

As you’ve progressed into mid-career leadership, what has surprised you most about leading in the channel?

The biggest shift has been moving from execution to influence. Early in my career, success was measured by what I personally delivered, programs launched, deals supported and targets hit. Now leadership is about connecting people, aligning priorities and creating clarity in complex environments.

In the channel, you rarely have direct authority. You lead through trust, credibility and consistency. My leadership style has evolved to focus more on listening, setting context and empowering others.

Ambition can be complicated for women. How did you learn to own yours?

A lot of that comes from how I was raised. I’m originally from Brazil, and when I moved to the U.S., my mom said something that stayed with me: We raised her for the world, not for ourselves.

I’m not afraid to talk to anyone, including executives, because I prepare. I know the facts, I understand the goal, and I think about the audience. Ambition isn’t about being aggressive. It’s about being intentional and confident.

And it’s a skill you can build. I wasn’t always comfortable presenting or speaking on camera. You practice, you find mentors, and sometimes those mentors aren’t even in your industry. Different perspectives matter.

Channel sales is often framed as transactional. What actually sustains partner trust?

You have to prove that you’re partner-first. It can’t just be messaging. It has to show up in execution.

Listening to partners is critical. Across regions, there are differences in how relationships work, but partners everywhere are buying more than a product. They’re buying into the people behind the company and the support that helps them grow their business.

Trust is built when partners see that their success matters just as much as yours.

What are cybersecurity buyers most focused on right now?

At the core, cybersecurity is about reducing risk and keeping the business running. What matters most are clear business outcomes.

Partners want to understand impact. How does this improve business continuity? How does it reduce risk? How does it help them operate more efficiently? When you focus on outcomes, you move from being a vendor to being a strategic adviser.

How do cybersecurity, data protection, operational resilience and AI shape the future of the channel?

We’re seeing a shift from product-led to outcome-driven partnerships. There’s no one-size-fits-all solution anymore.

Success is no longer defined only by revenue. It’s measured by partner adoption, customer retention and long-term value creation. AI plays a role in creating efficiencies, both in products and in how we work internally, but storytelling is key. You have to clearly communicate how those efficiencies translate into real value.

How do cultural dynamics between North America and Latin America influence channel partnerships?

Cultural awareness is essential. In Latin America, relationships are built on warmth, presence and long-term commitment. Trust comes first, then the transaction. In North America, it can sometimes work in reverse.

Neither approach is wrong. The key is balance. You need consistent frameworks with local flexibility. Some cultural differences have existed for hundreds of years. You don’t change them. You adapt to them.

Many people love the relationship side of sales but struggle with closing. How do you think about that balance?

I relate to that. I’m very honest. If someone tells me they don’t need something, I won’t push it.

Solution selling helped me reframe this. When you uncover real needs and position a solution that truly addresses them, moving forward feels natural. It becomes less about asking for a signature and more about solving a problem.

Trust grows when you advise openly and let people decide.

What does career growth in cybersecurity sales look like right now, especially for women?

AI will play a huge role, but thoughtful, human-centered leadership is just as important. Cybersecurity is accelerating, and there’s a real need for diverse perspectives.

Be intentional about learning how AI fits into your role. Be unapologetic about your ambition. Seek mentors, and especially sponsors. Sponsors matter because they talk about you when you’re not in the room.

As technology evolves, we can’t lose the foundation. We are still human, and relationships still matter.

Final thought. What makes your work meaningful?

Your work doesn’t speak for itself. You need to give a voice to it.

You can do great work, but if you don’t communicate the value and impact, it might go unnoticed. Speak up for yourself and surround yourself with people who will advocate for you when you’re not in the room.

Key takeaway:
Be ambitious. Build trust. Navigate cultural dynamics with intention. Use AI thoughtfully. And never assume your work will speak for itself—make sure it’s heard.