CEO
Lara Shackelford
Lara has spent 25+ years building GTM engines at the intersection of data and AI. She launched Hawksmoor after watching companies layer AI on broken systems and wonder why nothing worked.
She started at Oracle launching Oracle Grid Database and early cloud applications, and led deep-dive ROI studies with Mastercard, JP Morgan, and Westpac for Oracle Financial Services. At BearingPoint, she launched Risk, Compliance, and Security Solutions for the post-Sarbanes-Oxley era. At Guidewire, she led product marketing for Tier 1 insurers. At SPSS, she helped shape the Predictive Analytics category before IBM's acquisition. She then launched DataStax and Looker from zero. Both are now acquired.
In 2016, she debuted an AI-native sales platform at Dreamforce. That same discipline now drives the GTM architecture she builds for enterprise revenue teams.
She completed her postgraduate AI Strategy diploma at Oxford in July 2025. She identified the Generative AI shift in 2022, before most executives had a login.
Lara is committed to advancing Women in AI through mentorship, speaking, and advocacy for greater representation.
Lara leads every engagement directly, backed by a growing team of GTM operators and a vetted network of specialists and data architects.
Track Record
Six acquisitions. One IPO. Three categories shaped.
Categories:
Leadership Roles
Credentials
Why Hawksmoor?
The Hawk's Vision
Strategy from altitude. Execution at ground level. We see your entire GTM before we act, then dive with precision to the signal that matters most.
The Oxford Architect
Nicholas Hawksmoor designed two of Oxford's most iconic structures. His work fused bold vision with meticulous craft. We carry the same spirit: architectures that endure, built with precision and purpose.
We've always believed in the underdog.
We exist because CMOs deserve to thrive — not fight for survival while the profession gets dissolved around them. Marketing has spent a decade defending its value with metrics that don't hold up. That era is ending. Signal Integrity gives marketing the measurement framework to prove what it drives.
We exist because sales deserves a true partner in revenue. We're at an incredible turning point where you can hardly tell where marketing ends and sales begins — and that's exactly how it should be. When signals flow between teams instead of breaking at every handoff, sales and marketing stop being departments and start being one revenue engine.
We exist because customers deserve to feel seen and heard across every interaction — not passed between teams who've never shared a note, not re-explaining their problem on every call, not receiving outreach that contradicts what they were told yesterday.
We exist to help people make their skills relevant in a world that's changing faster than any career playbook anticipated. AI isn't replacing people — but people who understand AI will replace people who don't. We build the training, the frameworks, and the confidence for teams to operate what leadership envisions.
And we exist because women and girls should lead this shift, not follow it. Every engagement, every keynote, every mentorship conversation is shaped by the belief that the people closest to the problem are the ones who should architect the solution.
Strategic. Persistent. Resilient. That's how we've built every company, every category, and every comeback.
Enterprise Technology & B2B SaaS
25+ years at the intersection of data, AI, and enterprise GTM architecture — not just marketing technology, but building the revenue engines that make it perform.
Lara implemented her first marketing automation platform in 2009 and became one of Marketo's earliest customers. She went on to lead Global Partner Marketing for Marketo, launching some of the most cutting-edge marketing AI SaaS applications of that era. At Microsoft Americas, she led growth marketing for their largest region — one of the first demand gen leaders globally to build an AI-native growth engine, rolling out AI-native ABM across all Commercial and SMB sellers. Her team developed a proprietary Marketing Engagement Index (MEI) that replaced MQLs entirely, aligning sales and marketing on real-time insight into buying committee behavior at the account and industry level.
At SPSS, she shaped the Predictive Analytics category before IBM acquired the company. She launched DataStax and Looker from zero — both now acquired. At Qlik, she drove the Data Discovery category to Gartner Magic Quadrant leadership. Three market categories shaped. Six acquisitions. One IPO.
Financial Services & Regulated Industries
Financial services has been a thread through Lara's entire career. At BearingPoint, she launched Risk, Compliance, and Security Solutions for the post-Sarbanes-Oxley era. At Guidewire, she led product marketing for Tier 1 insurers. At Oracle Financial Services, she led deep-dive ROI studies with Mastercard, JP Morgan, VeriSign, and Westpac — weeks-long engagements with value consultants that required management committee and board approval to share externally. That work became one of Oracle's largest campaigns ever.
Today, Hawksmoor designs AI orchestration models with compliance guardrails built in from day one — audit trails, data residency, consent frameworks, and human-in-the-loop controls for sensitive areas. Featured panelist at HumanX 2026 on "The AI Compliance Flywheel in Regulated Finance."
Hawksmoor runs its own revenue engine on the same architecture we design for clients. AI agents built on Anthropic's Claude Code and Swan GTM are embedded across our team — from GTM engineering to growth marketing to pipeline management. The orchestration model we architect for enterprise clients is the one that powers our own pipeline.
Strategy Without Execution Is Theater.
Signal Integrity changes that.