Leader’s Corner: Teri Donovan, Former Cisco

Cisco’s former Head of Partner and Distribution Marketing EMEAR shares her insights into her marketing career, from navigating a B2C and B2B marketing industry to leveraging data in her marketing strategies.

In this exclusive Leader’s Corner interview, Teri Donovan shared insights into her career journey in marketing, emphasising the importance of continuous learning and the need for a supportive leadership environment that fosters creativity. Donovan highlighted the challenges of budget constraints in marketing and the significance of leveraging data to enhance strategies, while also expressing a desire to explore AI in her work.

Leader’s Corner insights with Teri Donovan:

• Navigating a squiggly path
• The importance of adaptability
• Leading with authenticity 
• The power of data

Navigating a “squiggly" path

Teri Donovan's career journey can be best described in one word: “squiggly”. After nearly 11 years at Cisco, with a total of over two decades of experience in the corporate world, her path has been anything but linear. Having started her career in B2C marketing at Sony, she transitioned to Cisco, where her roles evolved significantly over time.

At Cisco, her most recent position was Director of Partner Marketing for the EMEAR region. Prior to that, she managed CIO and Enterprise Marketing, working across a range of sectors from branding to thought leadership. Each role has added another layer of experience, allowing her to develop a wide array of skills that are highly transferable across different industries.

The importance of adaptability

Donovan emphasises that her career has been marked by a desire for continuous learning and growth, rather than a straightforward pursuit of leadership or promotions. "My journey has been much more about learning and understanding," she explains. "The skills have just led me to where I am today."

Her roles at Cisco and Sony have been diverse, spanning multiple industries and job functions. She believes that this diversity has not only kept her engaged but has also allowed her to bring fresh perspectives to each new challenge. This adaptability has been a key factor in her success, enabling her to navigate complex environments and build strong stakeholder relationships.

Leading with authenticity

In her last role at Cisco, Donovan’s core responsibilities included working closely with internal marketing teams and external partners across the EMEAR region. Managing these relationships required a delicate balance of networking, collaboration and leadership. Donovan highlights the importance of authenticity in leadership, stating, "Being a leader is not about having all the answers… it really is about bringing people together.” She focuses on creating a space where individuals can be creative and support one another.

She believes that authenticity fosters trust, which is crucial for effective leadership. Donovan also values transparent communication, seeing it as essential for building strong, collaborative teams. Donovan noted that the best leaders she worked with have been those who are open, communicative and genuinely interested in learning from others. “They ask really good questions and they don't ask questions to trick people up; they ask questions to learn themselves which encourages that kind of environment.”

The power of data

Throughout her career, Donovan has been passionate about innovation. One of her proudest achievements at Cisco was leading an initiative focused on leveraging data to enhance partner marketing strategies. “I've spoken before about data being the tool but not the rules,” she explains, emphasising the need for intelligent analysis and application of data to drive marketing success. This initiative not only brought her team closer together but also increased their credibility within the organisation.

Donovan is also excited about the potential of emerging technologies like AI in marketing. She sees AI as a game-changer, with the ability to revolutionise the way marketers create content and engage with audiences. "We're all trying to absorb what all these AI technologies can mean," she says. "It's really fascinating and mind-blowing, the kinds of things that that technology is going to bring to marketing."