Technology

Sonia Shah’s work leading CRM and AI workflow deployments at ZoomInfo is shaped by a lesson most technical implementations learn too late: you can build a technically excellent solution and still fail to create the outcome the customer needs if you don’t bring the people along with you. Her discipline is reframing the adoption conversation—from ‘why are you changing my process’ to ‘how is this going to make my job easier’—because the 70% failure rate of digital transformation initiatives isn’t a technology problem, it’s a psychology and change management problem.