iTech Series Unplugged Interview with Shannon Powers, North America Marketing & Go-to-Market at Hewlett Packard Enterprise

Shannon Powers from HPE shares her insights on the importance of cross-functional collaboration, personalized outreach, and leadership in driving GTM success.

It’s wonderful to have you here, Shannon. Could you please share more about yourself and your journey in marketing?

It’s great to be here! I’m excited to share how I came to be in marketing. I began my career in sales at HPE. I started as a Sales Development Rep, making cold calls and setting meetings for account managers. Over time, I advanced to an Enterprise Account Manager role, which gave me an opportunity to work directly with customers to demonstrate how our solutions could bring value to their organizations, alongside our dedicated channel partners.

Last year, I transitioned into marketing as a Strategic Projects Lead for our North America Marketing & GTM team. My background in sales has been invaluable, providing a unique “sales lens” to the projects I’ve been a part of. In my current role, I collaborate with various teams within the organization to ensure all projects and initiatives are successful within our North America sales organization.

What is your approach to planning and executing successful marketing programs?

Collaboration with sales is key to planning and executing any successful marketing program. Any program that’s launched must be straightforward for sales teams to easily communicate with their partners and customers. It’s also important to examine the history of previously successful marketing initiatives, identifying key elements to replicate and enhance moving forward. There is also the evaluation of marketing trends to align our efforts with current customer priorities, ensuring our strategies remain relevant and impactful.

“ The explosion of AI tools is revolutionizing marketing strategies and will only continue to grow. I think the greatest benefit will be the ability to personalize content to fit the needs of customers and their organizations. “

Based on your experience, how crucial is cross-functional collaboration to the success of GTM (go-to-market) strategies?

Cross-functional collaboration is the foundation of success for GTM strategies. Effective GTM initiatives rely on incorporating insights from various departments, each contributing their own unique skills, perspectives, and expertise. By seamlessly bringing these together, we can create and execute cohesive GTM strategies. Without this collaboration, strategies can become disjointed and may not be successful in meeting the goals of all departments involved.

We saw that you were part of the HPE Discover event. Could you tell us more about some key takeaways, especially the Women in Tech session?

HPE Discover was an experience unlike any other. The keynotes were filled with exciting announcements and insights, particularly regarding artificial intelligence and how HPE is enabling enterprises to accelerate their adoption of generative AI. As a customer advocacy enthusiast, it was also exciting to hear how HPE solutions are transforming organizations.

A standout moment for me was the Women in Tech session. We heard from inspiring leaders, including HPE executives, industry experts, and Sarah Thomas, the first female NFL referee. The discussions focused on empowering fellow women in tech, seizing opportunities to be part of technological change, and demonstrating resilience. One insight that particularly stuck with me was the idea that lateral career moves can be just as impactful as upward ones, viewing a career as a mosaic rather than a ladder. Additionally, the importance of building a strong network was emphasized. It was incredible to have the opportunity to learn from such inspiring women.

Personalizing customer outreach is crucial. How do you decide when and how to utilize personalized videos or other customized content to reconnect with customers?

Personalized customer outreach is something I’m very passionate about, as it was a very impactful strategy for me when I was a seller trying to connect with new customers. Given the time investment required to conduct personal outreach, it’s important to leverage various methods to determine when and how to personalize outreach. One approach is leveraging platforms that provide insights into customer interests.

For instance, you can initially reach out to several customers about a specific solution and identify those who show significant interest. Following up individually with this smaller set of interested customers, you can personalize your outreach by sharing how the solution has benefited a similar company. This demonstrates your genuine interest in their success and showcases the real-world impact of your solutions.

Another strategy is staying up-to-date on news alerts for customers that you are looking to engage with. For example, if a target account announces that they plan to open 20 new locations, you can take this opportunity to congratulate them on their expansion, share information on relevant solutions to support their growth, and offer any additional resources that may be helpful. This approach shows that you are attuned to their needs and positions you as a valuable partner rather than just sending generic messages.

Seeing the explosion of AI tools, can you share your thoughts on their impact on marketing strategies moving forward?

The explosion of AI tools is revolutionizing marketing strategies and will only continue to grow. I think the greatest benefit will be the ability to personalize content to fit the needs of customers and their organizations. Since these tools can analyze vast amounts of consumer data and insights that were previously unattainable, this will now allow marketing teams to tailor content, better predict trends, and optimize campaigns with better precision. These tools will also be able to automate and streamline processes, allowing marketers to focus on creative and strategic strategies. Overall, the increased use of AI tools will empower marketing organizations to provide more relevant and engaging experiences, driving more efficient and effective strategies.

In your opinion, how critical is it to have the right leadership and mentorship? Could you share your experience with this?

Having the right leadership and mentorship is key to success in any role and to reaching career goals. Effective leaders and mentors offer guidance, insightful advice, valuable connections, and a wealth of knowledge, all of which are fundamental to laying the groundwork for success. I am fortunate to have had exemplary leaders and mentors who have not only helped me establish a strong foundation for my achievements but also encouraged me to step out of my comfort zone and continue to grow.

For instance, early in my career, during one of my initial sales roles, my manager connected me with a district sales manager who led a team of field sellers. This manager provided me with opportunities to collaborate with his team, exposing me to different facets of the organization and enabling me to learn new skills. He became a close mentor, recognizing my potential through the opportunities he afforded me. A few years later, he hired me onto his team as a field seller, promoting me from inside sales. This experience not only advanced my career but also highlighted for me the importance of having the right leadership and mentorship.

In your view, what emerging trends or changes in customer behavior impact the success of GTM strategies?

In my view, there are several emerging trends and shifts in customer behavior that are influencing the success of GTM strategies. The most prominent trend is digital transformation. There is an increased reliance on digital platforms throughout the entire buyer experience. This shift makes it critical for online experiences to be user-friendly, creating pressure but also offering organizations the opportunity to leverage these platforms to gain deeper insights into customer needs and interests.

Additionally, personalization has become a top priority for modern consumers. It’s becoming increasingly important for experiences to match customer preferences, not only to enhance satisfaction but also to save customers time in finding solutions that meet their needs. And finally, the role of social media cannot be overlooked when discussing trends in customer behavior. Social media platforms continue to shape customer opinions and drive purchasing decisions significantly. It’s critical to research and adapt to these trends so organizations can craft effective GTM strategies that align with their goals and with evolving customer expectations and behaviors.

What advice would you give young women aspiring to grow in the marketing and technology industry?

To young women aspiring to grow in the marketing and technology industry, my most important advice is this: If you don’t ask, the answer is always no. Request to sit in on that meeting, seek 30 minutes to chat with someone you admire, inquire about a role you’re interested in—even if you feel underqualified—propose a new idea during your team call, and volunteer for projects that spark your interest. You never know what exciting opportunities your questions might uncover!

Another key piece of advice is to continuously engage in learning beyond your everyday responsibilities. Gaining a well-rounded understanding of topics or roles you might want to pursue is incredibly beneficial. Recognize the challenges in these areas and consider how your experience can help address them. Dedicating just 10–15 minutes a day to active learning can accumulate over time, providing you with a wealth of valuable knowledge. Remember, the marketing and technology landscape is ever-evolving, so staying curious and proactive in your learning will help you stay ahead.

And finally, it’s so important to continuously support and lift each other up. Building a strong network of women in your industry can provide invaluable support, mentorship, and collaboration opportunities. By celebrating each other’s successes and sharing advice and resources, we’ll create a more inclusive and empowering environment. We all play a part in breaking down barriers and paving the way for future generations of women in marketing and technology.