Iterable has appointed Teri Hatfield as Chief Revenue Officer, bringing an experienced technology and go-to-market leader to the company as customer engagement increasingly evolves around data, artificial intelligence, and real-time personalization.
Hatfield announced the move on LinkedIn, describing the appointment as a new chapter following leadership roles at companies including Verizon, Tableau, and Salesforce. Her career has spanned several major technology shifts, from digital transformation and data visualization to AI-powered customer engagement.
In her new role at Iterable, Hatfield will focus on the company’s revenue organization and its engagement with customers and brands. Her background includes experience working with enterprises as they adopt new technologies and translate them into business and customer-facing outcomes.
The appointment comes as marketing technology continues to change rapidly. Businesses are increasingly using artificial intelligence to understand customer behavior, automate interactions, personalize communications, and respond to changing customer needs in real time.
Hatfield highlighted the importance of trusted customer data in this transition. As companies adopt AI-powered and agentic systems, the quality and reliability of the underlying data can have a significant impact on how effectively those systems understand customers and make decisions.
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This is creating a broader shift in customer engagement. Traditional marketing campaigns often rely on predefined segments and scheduled communications, while AI-driven approaches can potentially respond dynamically to customer behavior and context.
However, adopting these technologies also introduces challenges around data quality, privacy, governance, measurement, and maintaining meaningful customer relationships. Businesses need to ensure that greater automation does not come at the expense of relevance or trust.
Hatfield’s experience across data, enterprise technology, and AI-powered customer engagement places her at the intersection of these developments. Her move to Iterable reflects the growing convergence between revenue leadership and technology as companies rethink how they engage customers in increasingly digital environments.
The appointment also highlights a wider trend in the marketing technology sector: AI is becoming less of a standalone capability and more deeply integrated into customer engagement strategies. As businesses continue exploring agentic AI and real-time personalization, leadership teams will increasingly need to connect technology capabilities with customer expectations and measurable business outcomes.
