Marketing Discussion with xUC CMOs
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.
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?
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By Dave Michels
Dave is an independent analyst and founder of TalkingPointz which is focused on enterprise communications. In addition to this (free and paid) content on TalkingPointz, he contributes to industry sites, can be found at major industry events, and provides advisory services to vendors and financial analysts.