Research, analysis, and thought leadership for enterprise communications.

Marketing Discussion with xUC CMOs

by in Telecom

The only thing less understood than marketing is UC marketing. I reached out to three illustrious former UC industry CMOs to ask them about their experiences.


Andy Cunningham, Martyn Etherington, and Chris Hummel

I spoke with:

Andy Cunningham – prior CMO of Avaya

Martyn Etherington – prior CMO of Mitel

Chris Hummel – prior CMO of Unify

Topics include

  • How is UC different?
  • How important is brand in UC?
  • All this talk about buyer’s journey – how is the buying process really changing?
  • Who is the target regarding UC Marketing? CMO? CIO? End Users?
  • Does UC marketing need to change? How?
  • Re Goliaths: Is it better to be “as good” ¬†or “different” than the industry giants?
  • The implications of the transition into services.
  • Social Media impact and responsibility
  • Does UC Marketing ever feel dishonest? The claims of productivity and innovation or even cost savings ever feel obligatory but misleading?


Marketing and UC

Lack O UC on Twitter



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About this Post

Dave Michels By

Dave is an independent analyst focused on enterprise communications. he provides public content on TalkingPointz and other industry websites, and also works with clients directly.