Michelle Shapiro is an advisor to senior leaders at technology and service provider firms, specializing in buying behavior and its impact on go-to-market strategies. She brings a deep understanding of the challenges enterprises face when purchasing new technology, including change management and employee readiness. By analyzing B2B buyer behavior, Michelle delivers actionable recommendations that help provider organizations engage buyers more effectively, segment their markets, and ensure successful adoption of new solutions. Her insights empower firms to better align their offerings with evolving customer needs and drive lasting results.
In addition to her work with technology providers, Ms. Shapiro collaborates with HR and Finance leaders on technology selection, adoption, and change management initiatives—helping organizations maximize the value of their technology investments and drive successful transformation.
Ms. Shapiro brings over two decades of experience in technology and marketing leadership, with a proven track record of advising global enterprises and driving go-to-market success for leading technology providers. Throughout her career, Ms. Shapiro has demonstrated expertise in presentation skills, market analysis, segmentation, and strategic marketing—consistently delivering measurable business impact for technology providers and enterprise clients.
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
Tech Buying Approaches
Tech Buying Priorities and Motivations
Tech Buying Challenges
Human Resources Tech Buying Dynamics
Finance Tech Buying Dynamics
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