I am told it is an exciting time of innovation and growth in telecommunications.
The problem for many providers is that neither innovation or growth come without investment.
Some of that investment is in product innovation, in creativity (in bundles, packaging, messaging).
Some of that investment is in Talent. If you hire correctly, maybe the new talent will spark a department like marketing, sales, or customer experience.
Unfortunately, providers have not grasped that innovation alone doesn’t produce growth. It requires marketing. The one thing engineers dislike is marketing. They feel like it is black magic. That’s too bad because the best tech always gets beat by marketing.
At least 8×8 understands that Talent + Marketing = Growth.
Recently, 8×8 made some new hires with some interesting titles and duties:
Milan Martin, Vice President of Global Brand and Marketing Communications, is responsible for 8×8’s brand globally and leads teams across advertising, marketing communications, public relations, analyst relations, customer advocacy and corporate events. Plus Martin has experience with big brands including IBM, Symantec, AT&T, Anheuser Busch, Procter & Gamble, and Motorola.
Lynn Porterfield, Vice President of US Midmarket Demand Generation, is responsible for working in lockstep with sales leadership to help increase the sales pipeline in the mid-market. Demand Gen aimed at Mid-Market!
Anders Unosson, Vice President of Marketing Optimization, is responsible for 8×8’s marketing operations, including data, analytics, SEO/SEM, and digital efforts. Marketing Ops.
Most providers barely have a VP of Marketing, let alone a CMO (a C-Level executive in charge of brand and marketing). They have a CIO/CTO. But no one in charge of getting the word out. It doesn’t spread by itself.
If you need help with your marketing, give me a call. 813-963-5884