The office technology industry is still changing, and these five women are at the forefront of this movement.
As it has become abundantly clear during the past two decades, the office technology industry has a wealth of women leaders driving innovation and making significant contributions to their organizations and the industry as a whole. In this issue, we asked five women leaders to share their perspectives on industry trends, personal career journeys, challenges, diversity, and how they maintain a work-life balance.
Participants include Desiree Cruz, vice president of product management, print & imaging, TD SYNNEX; Kay Fernandez, vice president, global marketing, Katun Corp.; Sarah Henderson, regional director, North America, Nexera, An Aspire Software Company; Kate Kingston, president, The Kingston Training Group; and Mary Ann Rowan, chief experience officer, Solimar Systems.
TCR: What are the most exciting trends or innovations you see emerging in the office technology industry, and how do you think they will shape the future of work?
Cruz: Some exciting trends I see in the office technology space include the rise of AI-powered automation and the integration of remote collaboration tools. Businesses are always looking at ways to enhance productivity and flexibility within the workplace. Innovations like AI will frankly shape the future of work by enabling more efficient workflows and fostering a more dynamic, adaptable working environment. This allows the focus to be on what is important—the customer/customer experience versus operational day-to-day.
Fernandez: AI continues to be an emerging trend for the office technology industry. Many manufacturers are still working on incorporating this into their product development efforts, exploring how it can be included in the interface with the MFPs, evolving the navigation menus, using natural language processing, or considering how to incorporate an AI-enabled interface. It will be interesting to see if and when the hardware will support AI. Aftermarket service efficiencies are also being considered where AI can be used for preventive maintenance and remote diagnostics.
As a marketer, there are several tools and solutions leveraging AI to help with copywriting, chatbots, personalization, and AI-driven analytics. We’ve been using AI tools for the last couple of years, which have really helped to enhance efficiency and productivity in many areas of marketing. The future of work and marketing will continue to be focused on data, and the companies that use AI to better understand their customers, identify buying behaviors, uncover insights, and increase operational efficiencies will gain a significant competitive advantage.
Henderson: Security, advanced data analytics, and artificial intelligence are interconnected trends shaping the future of work. As an industry, we need to be disciplined in building and utilizing data models to help dealers and end users make informed decisions. Greater efficiency within business operations can be driven by data.
The growing use of AI applications will continue to drive innovations, enhancing the ability of applications to interpret advanced workflows. As AI advances in software development, it will shorten development time and improve overall efficiency.
While security may not always be an exciting topic, it is essential. We must evaluate the security of our business partners’ systems, testing protocols, and networks. As AI technology advances, so will the sophistication of hacking and phishing schemes, requiring robust security measures to combat these threats. There is an increasing need for the industry to educate ourselves and our customers, providing the necessary tools and knowledge to navigate these challenges.
Kingston: One of the most exciting trends in the office technology industry is the integration of artificial intelligence. Kingston Training Group (KTG) is currently the first to the market with an AI prospecting training tool that allows sales executives to practice the prospecting of getting past the receptionist and driving vertically focused C-level conversations. Early adopters will utilize AI in their prospecting research, and KTG has even built a chatbot that we give our clients that does all the research in seconds. AI is not there yet in creating customized prospecting pitches but can be utilized so effectively in a sales executive’s work week to ensure organization research and automation can happen in their department that results in more time to close more deals.
AI, of course, can impact every department of our customers’ workflow, and it will be exciting to watch all the new players coming to the market providing tools that will create an evolution in our industry and the industries of our clients.
These technologies are revolutionizing how we manage data, automate routine tasks, and enhance decision-making processes. For example, AI-driven analytics tools can now provide deeper insights into business operations, allowing companies to optimize their workflows and improve productivity. Additionally, the rise of remote work solutions and cloud-based technologies is reshaping the traditional office environment, making it more flexible and adaptable. As these innovations continue to evolve, they will undoubtedly foster a more agile and efficient workplace, enabling employees to collaborate seamlessly from anywhere in the world.
Rowan: The production print industry is experiencing exciting innovations that are reshaping work. Digital transformation is streamlining operations through advanced and intelligent workflow automation. Variable data printing is enabling personalized, data-driven communications at scale. Integrating print with multi-channel marketing strategies creates a powerful fusion of physical and digital touchpoints. Sustainable printing practices are gaining traction with eco-friendly inks and energy-efficient equipment. Print-on-demand and just-in-time production revolutionize traditional business models, offering greater flexibility and efficiency.
TCR: Can you share a pivotal moment in your career that significantly influenced your path to leadership?
Cruz: A pivotal moment in my career was during the merger of Tech Data and SYNNEX, where we prioritized our customers, vendor partners, and co-workers to ensure seamless integration of systems, processes, and culture. This experience was instrumental in shaping my leadership approach, emphasizing the importance of collaboration, adaptability, and a customer-centric mindset through servant leadership. This experience also deepened my passion for leveraging technology to drive business innovation and best practices.
Fernandez: I started as a product manager fresh out of graduate school with my MBA. I knew I wanted to be in product management, and living in Orange County, California, in the 1990s, Toshiba was a powerhouse. I joined a team with a strong leader and an understanding mentor who took the time to coach and teach me. It was an extremely fast-paced, high-learning curve environment in which I thrived. They were nurturing but tough, and I sat in high-level meetings, listened to sales strategy, and had a tremendous amount of exposure for someone at my level. This exposure was instrumental in developing my ability to see the big picture—a lesson underscored by my former boss, Mark Mathews, now vice president with Epson. His advice to “see the forest from the trees” resonated deeply with me, reminding me to always align my efforts with the organization’s overarching goals.
Reflecting on those formative years, I appreciate how Toshiba equipped me with technical skills and instilled in me a strategic mindset and a holistic view of business operations. These experiences continue to influence my approach to leadership.
Henderson: It is hard to pick one moment, so, instead, I will highlight key phases of my time in the office technology space. My start in the industry was made possible by Jennie Fisher, who hired me at GreatAmerica Financial Services in 2006.
A pivotal moment in my career was stepping into a leadership role when I moved to Clover Imaging Group and was first elected to the Board of the Managed Print Services Association by my peers. This role allowed me to grow professionally in program operations and sales, program design, and generating educational content while being recognized for thought leadership.
The impact of COVID-19 on the industry led to my pivot to leading asset logistics for an in-house MPS team within a global bank. This unexpected role change, combined with my time in sales at Kyocera, developed a broad base of experience across all aspects of a dealer’s business. These experiences culminated in my current leadership role, where I oversee the leading SaaS platforms of Nexera and MPS Monitor in North America.
Kingston: Joining The Consortium was a turning point in my career. Founded by Mike Stramaglio, this group of industry thought leaders promotes digital transformation through open collaboration. It provided me invaluable opportunities to connect with peers and leaders in our industry, such as a casual dinner with Ed McLaughlin in April at the BTA national event. I did not have a connection with him or other national players before joining. Additionally, being part of The Executive Connection Summit significantly boosted my national credibility. These experiences have enriched my professional network and offered critical insights and opportunities for growth. I highly recommend similar national networking opportunities to anyone looking to advance their brand and career.
Rowan: A defining moment early in my career was discovering a partner company with mainframe conversion software that enabled printing legacy formatted jobs on distributed printers. We acquired this product line, thousands of existing customers, and several amazingly talented AFP engineers, transforming it into a server-based platform without hardware. Now called iCONVERT, this product creates optimized PCL, PostScript, and PDF and supports office printers, production inkjets, and ePresentment formats. It’s been a great success and continues to benefit many customers worldwide.
TCR: How do you maintain a healthy work-life balance, and what strategies do you use to avoid burnout?
Cruz: Maintaining a healthy work-life balance is critically important, especially in a fast-paced industry. This balance involves dedicating quality time to family and engaging in personal hobbies—for me, I like running and listening to podcasts or reading for relaxation and growth. Additionally, I love fostering a work environment where the Print and Imaging team feels like family and we are all working towards the same goal. It creates a supportive atmosphere, making the balance between work and personal life more harmonious.
Fernandez: I recently took a sabbatical and completely disconnected from work for an extended period of time. I stayed busy, dove headfirst into volunteering at the YWCA, got my youngest daughter ready for college, and played a tremendous amount of golf. I took up the sport a few years ago and have become completely obsessed. Spending time on the course, in nature, away from the office is extremely calming. It makes you focus both on your physical and mental skills. In golf, your performance is highly dependent on your mental state and ability to stay positive since it’s a tremendously difficult game to master, with adversity at every hole. Every shot is an opportunity for growth and learning. Playing golf continues to help me recharge and gain perspective.
My recent sabbatical was a pivotal experience that underscored the importance of disconnecting from work. By immersing myself in activities like volunteering, prioritizing family, and pursuing my passion for golf, I could recharge physically and mentally.
Henderson: Maintaining a work-life balance in a fast-paced industry is indeed challenging, but I have found that engaging in community service outside of the industry helps keep me grounded and connected locally. Over the years, I have served on the City Council, the Board of Municipal Sports and Entertainment Venues, the State of Iowa Public Health Board, the Parks and Recreation Commission, and most recently, as a Commissioner of a High School Hockey League. Taking on these leadership roles allows me to develop my skill set in diverse areas, which helps avoid burnout and keeps me engaged with my passion for community and sports.
Additionally, I prioritize not missing my kids’ games. My son is preparing to play ACHA college hockey, and my daughter has just won back-to-back high school conference championships in lacrosse. Being present for their wins and losses is invaluable. There have been times when I had to make creative travel arrangements or drive all night from Chicago O’Hare just to be there, but supporting my kids will always be a priority.
The area I struggle with the most is pacing my workday and ensuring I take breaks, like stepping away from the computer screen for lunch. However, I believe we are all a work in progress, and recognizing where we need improvement is the first step towards achieving a better balance.
Kingston: Maintaining a healthy work-life balance is challenging. While I often work six days a week with long hours, I make a conscious effort to find time for relaxation. For instance, I’m taking a day off tomorrow to go to the beach. But I also follow the advice of Buddha (I am paraphrasing): Eat when you’re hungry, sleep when you’re tired, and work when there’s work. This means capitalizing on opportunities for the Kingston Training Group when work is to be done because I know the time off work will happen. For example, I go to Jamaica for a month every year. I work from Jamaica. (It’s not a bad gig if you can get it and being 50 steps from the ocean.) My recommendation is to work when there is work, and sometimes, that will be pushing hard in certain months because sales is a timed game, but also to take scheduled time off when you’re slower and not stress about it. Summer is always slower in our industry because people (VPs, sales reps, etc.) schedule vacation time, which used to cause me stress because I might not reach as many people as I would the other three seasons, but I know that that time has been created for me to recharge.
I try very hard to take my own advice, and it’s a work in progress to remind myself to slow down so I can speed up when it’s necessary.
Rowan: I prioritize efficient time management, including dedicated time for strategic thinking, to maintain a work-life balance. Regular communication with my team ensures smooth workflows. I attend industry events to stay updated and gain fresh perspectives. Effective delegation allows me to focus on strategic initiatives while empowering my team. I also make time for personal interests and family, which helps me recharge and maintain perspective.
TCR: What specific challenges have you faced as a woman in the office technology industry, and how have you successfully navigated or overcome these obstacles?
Cruz: As a woman in the office technology space, which is an established/mature market, there have naturally been challenges such as gender bias and underrepresentation in leadership roles. However, we are seeing that dynamic shift in a sense.
There is increased awareness of gender equality via targeted diversity initiatives at the company level or, more importantly, the sheer unique perspective and strengths that women bring to the table.
I personally continue to lean on anyone from whom I can learn and grow. The voices of friends, whether partners, peers, or vendor partners, are critical in building a strong network of mentors. This network continuously aids my personal and professional development and supports my advocacy for diversity and inclusion within my organization.
Fernandez: In my experience at two Japanese OEMs, I encountered the challenge of being one of the few women in leadership positions. Initially, there was limited awareness and momentum around advancing women in our industry. I co-founded Step Forward and Step Together networks at my last company to address this. These initiatives aimed to create a supportive community for female leaders and professionals in office technology. Through these networks, we provided a safe space for women to share stories, support each other, and discuss career aspirations, which helped me gain confidence to talk about my accomplishments and goals.
As a board member at the YWCA of Northern New Jersey, our mission is to eliminate racism and empower women. I have advocated for fostering an inclusive and supportive environment, actively participating in discussions on diversity, inclusion, work-life balance, and gender diversity. These efforts have contributed to greater awareness and action towards gender equality within the workplace and community. I’ve seen the positive impact of these initiatives, such as increased representation of women in leadership roles and enhanced support networks for female employees.
Henderson: Throughout my career in the office technology industry, I have often been asked, “Who is your dad?” This question underscores the prevalent assumption that many women in this field are second-generation professionals, an assumption not meant as a put-down but rather, reflective of industry norms. I use these moments as opportunities to share my journey into the office technology space and encourage more women to consider careers in this dynamic industry.
To navigate challenges and overcome moments of self-doubt, I have built a strong support network of mentors whom I trust. Their guidance has been invaluable in helping me overcome obstacles and stay focused on my goals. By deeply engaging with my customers to understand their needs and deliver real value, I can effectively counter any gender bias and demonstrate my expertise and commitment to the industry.
In 2011, a man at a tradeshow told me I would never be taken seriously as a woman in the channel. Conversely, another man remarked that I had an “unfair advantage” being a female in the industry. I now laugh at these contradictory opinions and use them as motivation. As Frank Sinatra wisely said, “The best revenge is massive success.” By focusing on my work and striving for excellence, I continue to prove that gender does not define success.
Kingston: In a predominantly male industry, I’ve learned to assert my presence without being perceived as threatening. I emphasize the importance of women embracing their power and authenticity.
My approach involves balancing a strong personality with a non-threatening demeanor, especially when presenting as an expert to male colleagues. Many people may not know this, but I am a girly girl and I think that helps in dealing with men, as I need to work on not appearing threatening to them when I’m presenting myself as an expert that they should follow in their prospecting.
Most people I pitch business to are men, so I try to balance not overwhelming them or being too strong in their presence while eliciting confidence in what the Kingston Training Group can deliver. Navigating this industry involves a blend of acting and authenticity, adapting my persona as needed while staying true to myself. This strategy has been effective since day one and continues to help me thrive.
Rowan: While I may have been initially overlooked at times, I’ve overcome challenges through tenacity, preparedness, and consistently delivering results. By ensuring our products perform as promised and providing expert support, I’ve earned the respect of customers, partners, and colleagues. As a co-founder and Chief Experience Officer, I now have the privilege of managing our Customer Advisory Council, top global customers, and our reseller and distributor channels. This is a tremendous honor and a testament to perseverance in this industry.
TCR: With the industry becoming more diverse, how have you seen the inclusion of more women influence the workplace culture among the organizations you serve?
Cruz: Gender diversity and other DEI initiatives have significantly influenced the workplace in such a positive way. Nielsen states: “Companies that engage in DEI practices tend to have a better brand reputation, which can lead to increased customer loyalty and sales.” Harvard Business Review states: “Diverse teams are better at making decisions 87% of the time compared to individual decision-makers.”
When looking at growth, specifically in a mature market, we must adopt diversity across all levels—gender, color, or even product and service offerings.
Fernandez: Diversity has enriched our workplace culture by fostering a more inclusive environment where different viewpoints are valued. This has enhanced our team dynamics and promoted a culture of respect and appreciation for diverse opinions and ideas. We’ve seen increased employee engagement and morale as they feel more valued and understood.
I’ve also seen the inclusion of more women and underrepresented groups enrich the workplace culture with broader perspectives and creativity through their diverse backgrounds and experiences. This has been instrumental in driving innovation. The varied perspectives and experiences of women and underrepresented groups have sparked new ideas and approaches to problem-solving. By encouraging different ways of thinking, we’ve been able to develop more innovative solutions that resonate with a broader audience and address diverse customer needs effectively.
The industry has become a healthier environment due to diversity, which strengthens our team dynamics and improves and promotes collaboration and teamwork. By bringing together individuals with different skills, backgrounds, and perspectives, we’ve fostered a culture of collaboration essential for tackling complex challenges and achieving our organizational goals. Teams have become more cohesive and effective as they leverage the strengths of each team member.
Henderson: As the new regional director for North America at MPS Monitor and Nexera, I am proud to be part of a management team that values diversity and has chosen a woman to lead our North American market. This decision reflects a broader trend within our industry, where more women are stepping into leadership roles across OEMs, channel providers, and dealerships.
I believe that the inclusion of diverse perspectives is crucial for fostering innovation and enhancing workplace culture. My current team is a testament to this, as we are an international group that thrives on diverse ideas and viewpoints. This diversity drives creativity, problem-solving, and the development of innovative solutions that benefit our customers and the industry as a whole.
Moreover, I am hopeful that as the industry evolves, the focus will shift from gender to accomplishments and qualifications. It is important for younger women entering the office technology space to know they have mentors and a supportive network. They should feel confident that they are not alone and that their contributions are valued.
By embracing diversity, we not only enrich our workplace culture but also ensure that our organization remains at the forefront of innovation, meeting the needs of a rapidly changing market.
Kingston: The inclusion of more women in the office technology industry has significantly enriched workplace culture. For instance, The Cannata Report’s Women Influencer’s Brunch, which is held after the Cannata Gala each year, focuses on women in our industry, fostering collaboration and encouragement. Attending last year’s brunch with over 40 women was inspiring. Leaders like Jennie Fisher, Melissa Confalone, Toni Gorveatt, and Melanie Patterson are exemplary female figures driving our industry forward.
I experience a culture of collaboration and encouragement whenever I can train, pitch, or work with women in the imaging channel. At the dealership level, there is no noticeable difference in how male and female sales executives are treated, and many top sellers are women despite being a minority. The increasing diversity creates a more inclusive and supportive environment, benefiting everyone involved.
Rowan: Increased diversity has driven significant positive change in our organization. Diverse teams bring fresh perspectives to solving complex challenges, leading to more innovative solutions. Our improved ability to understand and serve a global customer base has been notable. In product development, we’ve seen more inclusive design processes considering a wider range of user needs. Our commitment to diversity has also helped us attract talent from various backgrounds, enriching our approach to production print challenges and fostering a more dynamic, inclusive workplace culture.
