Michelle Shapiro advises senior leaders at technology and service provider firms on B2B technology buying behavior and its implications for go-to-market strategy. Through the lens of CFO and CHRO decision-making, she helps providers better understand the challenges, priorities, and organizational dynamics that shape enterprise technology purchases.**
Her work helps technology and service provider organizations refine their positioning, messaging, buyer engagement, and demand strategies to more effectively address customer needs and accelerate adoption. Michelle brings particular expertise in the impact of change management, employee readiness, and finance considerations on the successful implementation of new solutions.
In addition to advising providers, Michelle collaborates with HR leaders on change management initiatives and technology adoption, helping organizations maximize the value of their technology investments and achieve more lasting results.
Ms. Shapiro brings more than 25 years of experience in technology, marketing, and strategic advisory roles.
Great Lakes Publishing, Advertising Coordinator, Cleveland Magazine, 1 years
ASG Technologies, Product Marketing Manager, 1 years
National City Bank, AVP, Marketing Supervisor, 6 years
Oracle, HCM Product Marketing Director, 2 years
Fiserv, Product Marketing Manager, 2 years
Hyland Software, Solution Marketing Manager, 12 years
Messaging and Differentiation
Go-to-Market Strategy
Tech Buying Approaches
Tech Buying Priorities and Motivations
Tech Buying Challenges
Saint Mary's College, Notre Dame, Indiana
BA in Mass Communications, Minor in Business Administration
Human Resources + CHRO Functional Buying Behavior
Finance + CFO Functional Buying Behavior
HR & FIN Tech Provider GTM (including messaging, positioning and storytelling)
The Use of AI in B2B Tech Buying
Change Management + People Readiness