Women in tech: Google Cloud’s

Google Cloud’s Adaire Fox-Martin

Back in July, Google Cloud welcomed the arrival of newly appointed Adaire Fox-Martin as EMEA Cloud President, bringing more than two decades of tech leadership to the role. Michelle Winny, Editor of PCR caught up with Ms Fox-Martin to find out more about how she’s got to where she is professionally, her views on encouraging more women into tech and creating greater channel diversity.

Highly accomplished at building high performing teams across Europe, the Americas, and Asia-Pacific, Adaire Fox-Martin most recently was Executive Board Member and President of Global Sales, Services, and Customer Engagement at SAP, where she successfully spearheaded and grew the company’s customer-focused teams. Prior to SAP, she held various leadership roles at Oracle.

Adaire recently served on the Board of Directors of Equinix, the world’s largest data center and colocation provider. In 2020, she was named in Fortune Magazine’s Top 50 Most Powerful Women International List for the fourth time running.

Adaire’s route into the tech industry is a somewhat unconventional one, as she explains: “I started my career as a secondary school English teacher, so you could say my route into the technology industry has been fairly unusual! The role taught me many skills that I hold so valuable today – teaching is the one job in the world where you are immediately, on your first day, the CEO of 30 people sitting right in front of you! It’s your responsibility to organise them, maintain their attention, and inspire.

“My journey from there to now hasn’t been linear. Somewhere along the way someone took a risk on me as a non-standard applicant into the IT world and that helped to set me on the path to where I am today. There were a lot of similarities between being a secondary school teacher and my first role as a training consultant. I loved taking the skills I’d developed at that time and applying them to something entirely new. From that first role, I ended up navigating my way through each line of business in a software company, from consulting, to support, to development, to marketing, and finally, to sales. Understanding how the sum of the parts make up the whole is crucial. It also means that I have developed an innate empathy for the people in my team fulfilling each of these roles. Whilst I didn’t recognise it at the time, performing different roles within a business was great preparation for senior leadership positions, though this realisation has come with the benefit of hindsight and was never my intention at the time!”

What inspired you to pursue a career in the tech channel and what inspires you now?

Initially it was the challenge of doing something that was so different to the role that I had studied and trained for. Today I am inspired by the potential for a positive impact on the communities we live in and serve.

How is life at Google Cloud?

I’m two month’s in so far, and thoroughly enjoying it. I was very fortunate to have been given the gift of time between this role and my previous role. I appreciated the stillness this afforded me and the fact that it gave me the opportunity to be very considered in my choices. I’m really excited for what’s to come.

It’s an incredible time to be at Google Cloud, particularly in Europe, Middle East, and Africa (EMEA). We’re at a point where companies – large and small – are considering how they transform their business and which partners can support them on this journey. To that end, I’ve been super impressed by the breadth and depth of Google Cloud’s products and services, and what we are able to offer to our EMEA customers and partners. Now is our moment and I’m looking forward to seeing more of the incredible talent we have here, as well as the variety of solutions we have to offer.

I understand you were named in Fortune Magazine’s Top 50 Most Powerful Women International List for the fourth time running. What does this mean to you?

Being named as one of Fortune’s top 50 most powerful women is a wonderful acknowledgement. It’s exceptionally positive for recognising the role that women have had in the industry and the role that women play in changing the dynamics of business, across all industries and geographies. However, while these awards celebrate individuals, what they really do is celebrate the contribution of each individual’s team. Whatever path someone navigates, they don’t do it alone. These awards truly speak to the talented teams I’ve been so fortunate to work with throughout my career.

Looking forward, I hope for the day where we don’t need to call out women as leaders, but rather look at characteristics of leadership as a whole, irrespective of gender. That being said, until that day arrives, it is important for young talent in the industry to be able to look at the leadership of their organisation and see someone that looks a little like them and speaks a little like them.

Do you think there are currently enough women being recruited into senior positions of management in the tech channel? What can be done to encourage more women into these roles?

This is a perennial question every company in the tech space is dealing with. Leaders make decisions that affect the products we build, the people we serve, and the employees and culture of companies. As such, businesses need to strive for a leadership team that is representative of the environment that we live in. If a business’s internal demographic doesn’t match its external one, that’s a lost opportunity that needs to be addressed.

There is no quick or easy way to get more women into leadership positions, but there are recruitment, progression and retention strategies that can be put in place to ensure that companies continue to move forward in the right direction. Targeted career development programmes, which provide coaching, communitybuilding, mentorship, and advocacy can help women foster relationships with senior leaders and advance their careers. Employers need to also think about the wholeness of employees and how they can support employees’ physical, psychological and social well-being every day.

While there has been progress in the last few years, we’re still way off from where we need to be as an industry. It’s important that as business leaders we are conscious of the diversity in our teams, that we ask the right questions at critical moments in processes related to hiring and promotion.

“Being named as one of Fortune’s top 50 most powerful women is a wonderful acknowledgement. It’s exceptionally positive for recognising the role that women have had in the industry and the role that women play in changing the dynamics of business, across all industries and geographies.”

Do you think the channel needs to do more to create a place of diversity and inclusion? If so, what can be done to achieve this?

The tech industry at large needs to focus on building workforces that better represent our world, while ensuring that company cultures make employees feel like they belong. Hiring and retaining talented professionals from underrepresented groups needs to be a key focus, as does the industry’s work to understand the identities, intersectionalities and experiences of employees worldwide. We need to be open-minded about who we hire and take chances on applicants where we think it will pay off. I personally experienced the benefit of a leader willing to take that risk. There’s no silver bullet for creating a place of diversity and inclusion, but until we have a team that reflects the demographics of the community that we serve, it’s something we need to stay focused on.

If there was one piece of leadership advice you’d offer, what would it be?

Never forget what it is like to be managed – someone told me this in my early days as a manager and I’ve never forgotten it. It’s such a small statement, yet it’s followed me for years. It underpins being an empathic leader. As managers and leaders, we need to treat colleagues as we would like to be treated. And that doesn’t mean sugar coating anything, or holding back in difficult conversations, it just means doing them in a constructive and respectful way, putting yourself in the shoes of the person on the other side of the conversation.

It’s easy for managers and leaders to forget what it’s like when you’re starting out in your career, or when you’re yet to fully establish yourself. But it is a manager’s responsibility to nurture this talent, create the right culture and generate results. While the tech industry at large needs to focus on building workforces that better represent our world, leadership teams need to ensure that company cultures make employees feel like they belong, all year round.

PCR Awards 2021: Your personal invite

Standing on Great Queen Street, that connects Covent Garden with Holborn in the West End of London, is the Grade II listed Grand Connaught Rooms. With a history dating back to 1775, the building has long been an important event venue, and was once home to the original Freemasons Tavern before becoming a hotel in 1909.

On Wednesday 29th September the venue will play host the the PCR Awards 2021.

CHANNEL SERVICES

Dealer Services of the Year

Network Group SYNAXON UK Ltd Tech for Techs

Marketing and PR Agency of the Year

Berkeley Communications Evolution Sales and Marketing Ltd Gekko Jargon PR Revere Tech for Techs The PR Room Zaboura Communications

DISTRIBUTION

Consumer Electronics Distributor of the Year

CMS Distribution Tech Data Limited

Hardware Distributor of the Year

CI Distribution Ingram Micro UK Northamber PLC Tech Data Limited

Software and Services Distributor of the Year

Genba Digital Ingram Micro Cloud Pax8 QBS Software Tech Data Limited Westcon-Comstor

GAMING VENDOR

Gaming Monitors Vendor of the Year

AGON by AOC BenQ MSI Republic Of Gamers

Gaming Peripherals Vendor of the Year

CORSAIR Lenovo MSI NETGEAR Republic Of Gamers ROCCAT Seagate Technology TP-Link UK Ltd Shure

Who will be celebrated on the night?

RESELLER

Corporate VAR of the Year

BlueFort Security SCC Softcat

MSP Specialist of the Year

Agilitas AML Midlands Ltd Neuways Next Generation IT SCC Silverbug Transputec LTD

SMB Reseller of the Year

Ebuyer Kingsfield Computer Products Ltd Scan Computers Softcat

RETAILER

Gaming Retailer of the Year

Box Ltd Fierce PC Go2Games.com GAME Scan Computers

Independent Retailer of the Year

CCL Computers Ltd Chips Computers Fierce PC Go2Games.com Scan Computers The Powerhouse (Jersey Electricity)

Online Retailer of the Year

Box Ltd CCL Computers Ltd Ebuyer Fierce PC Go2Games.com OnBuy Scan Computers System Builder of the Year

CCL Computers Ltd Chillblast Cube by Box Ltd Cyberpower UK Fierce PC PC Specialist Ltd Scan Computers Utopia Computers

VENDOR

Business Monitors Vendor of the Year

ASUS BenQ HANNspree UK Ltd MSI Philips Monitors / MMD

Business Peripherals Vendor of the Year

CHERRY GmbH Kingston Technology Europe Shure Twelve South Vivitek

Networking Vendor of the Year

ASUS Glide Infoblox NETGEAR Seagate Technology SEH Technology UK Ltd Tenda TP-Link UK Ltd PC Vendor of the Year AMD Lenovo MSI NVIDIA PC Specialist Ltd

Security Hardware Vendor of the Year

CHERRY Europe GmbH EZVIZ UK Kingston Technology Europe Seagate Technology Yubico

Security Software Vendor of the Year

Bullguard Infoblox Kaspersky Redstor SentryBay Zix

Smart Home Vendor of the Year

Eve Systems EZVIZ UK NANOLEAF Netatmo TP-Link UK Ltd

The Grand Connaught Rooms, London Wednesday 29th September

A Huge Congratulations on making the shortlist for this year’s PCR Awards 2021.

We are all looking forward to welcoming you in person to an amazing night of celebrating the channel’s successes and maybe presenting you with an award on the night.

If you have not booked a table to enjoy one of the largest Channel parties and Networking events of the year please do now. They are selling fast.

It’s as easy as this, or call us for sponsorship opportunities that also include tables.

Put the date and location In your diary – Wednesday

29th September – Grand Connaught Rooms in Covent Garden; London WC2B 5DA

Decide which table package you would like, either Platinum, Gold or Silver.

Dress code: Smart Business Networking Drinks: 6pm Dinner: 7pm Awards Ceremony: 8:45pm After Party: 10pm Book Online (visit https://www.pcr-awards.com/ tickets/) paying with Paypal or call Beccy Barr 07703 503101 beccybarr@gmail.com to book over the phone and we can invoice your company. Invite those colleagues and clients you have been hoping to see for 2 years. Call us to get a finalist logo for your marketing.

There are a number of sponsorship opportunities available for the PCR Awards 2021. If you would like to find out more please contact Sarah Goldhawk at sarah. goldhawk@biz-media.co.uk

Confirmed Awards Partners so far include: QBS Software: Event Partner, AOC: Distribution Category Partner, HANNspree: Marketing and PR Category Partner, BenQ Corporation: Reseller Category Partner, Bullguard: After Party Partner and Tenda: Red Carpet Partnership.

Book now to avoid disappointment @:

https://www.pcr-awards.com/tickets/

Part of NortonLifeLock Inc.

OCTOBER ISSUE GAMING SPECIAL: HOW TO GET INVOLVED!!

In the October issue of PCR we will be looking at Gaming. A popular subject I’m sure most will agree. We are interested in hearing about the spectrum of gaming related topics from peripherals and the latest tech to new trends and channel hot spots and of course gaming security.

If you are involved in the gaming sector then we want to hear from you. We will be running a State of the Gaming Industry overview in our gaming roundtable. Check out the PCR website for more details.

OPINIONS

We are looking for 500-700 word opinion/ analysis pieces from the industry focusing on latest trends, hottest tech and the future of PC gaming; as well as the User Experience, Subscription Services and in Game Advertising and Gaming Security.

PCR AWARDS 2021 WINNERS

Following the much requested PCR Awards taking place in September we will be running a series of interviews with the winners on their hottest channel offerings. Find out who scooped an award on the night.

We will also be featuring our PCR AWARDS

LIVE PRESENTATION REVIEW.

SECTOR GUIDES:

Sector guides will include: Gaming components & Gaming peripherals and monitors Gaming Security

If you are a vendor or distributor who works with retailers and resellers, get in touch with specs, product description and hi res images.

If you would like to be considered for any of these features and guides, email Michelle Winny at michelle.winny@biz-media.co.uk

ADVERTISING IN THIS ISSUE

If you would like to get involved commercially in this issue there will be a variety of packages available to showcase your business to tech vendors, distributors, retailers, resellers and PRs. Please contact Sarah Goldhawk at sarah.goldhawk@biz-media.co.uk to find out more.