Home > Companies > C-Suite On Deck > Q&A with Amy Barzdukas, Executive Vice President & Chief Marketing Officer at Poly

Q&A with Amy Barzdukas, Executive Vice President & Chief Marketing Officer at Poly

MEDIA 7 | November 21, 2019

Amy Barzdukas, EVP and Chief Marketing Officer at Poly is a marketing and communications leader with extensive experience in setting strategy, shifting perceptions, advising customers, digital marketing, revenue marketing, integrated marketing communications, and public relations in highly competitive product arenas.

Amy is known for her ability to create and execute winning turnarounds on a global scale.

MEDIA 7: What inspired you to get into marketing?
AMY BARZDUKAS: I was always destined for marketing, even if I didn’t know it. As a child, I collected promotional brochures. I was fascinated by how the words and pictures were used to drive action. My first job was as an advertising copywriter, and I’ve never looked back.

M7: How is Poly redefining the video conferencing experience for modern businesses?
AB: We’re in an unprecedented time of change in our industry. Voice and video services are moving to the cloud, and companies are changing how they approach their communications needs. Poly is the largest provider of the devices – video conferencing, audio conferencing, headphones and desk phones – you use to connect to these services so you can collaborate with your colleagues. That uniquely positions us to shape the video conferencing experience, and we’re doing so in four ways.

First, Poly has made both the Zoom Rooms and the Microsoft Teams video conferencing experience better than ever with our radically simple Poly Studio X video bars that deliver these experiences with no PC or Mac required. We’ve got decades of experience in understanding what makes meetings more human – for everyone in the room and those dialing in from other locations – and we’ve packed all of that into easy-to-install, easy-to-manage, and easy-to-use all-in-one powerhouses.

Second, we are bringing the world of AV and video conferencing into the modern app economy. Our Studio X series and Poly G7500 video conferencing devices run a common platform that can be updated and enhanced through a series of regular software updates. This Poly platform, built on Android, can run applications like a smartphone does today.

Third, Poly has introduced innovation that makes any video conference better. Our new Poly MeetingAI features use AI and machine learning to address the distractions that hit your senses in a meeting. We make it easier to hear what’s being said by blocking out the annoying noises that people make while talking, and we make it easier to see what’s going on in the room with the most advanced speaker tracking and framing, and our built-in production rules.

Finally, we are pricing our solutions in a way that completely resets the calculations on what it costs to outfit a room. The Studio X30, for huddle room and smaller spaces, costs just about $2,100, including the Poly TC8 touch controller. All you add is the cloud service and a monitor, and you have a room up and running for under $2,500. That’s easily under the cost of other solutions and with better audio and video quality.


"Baby Boomers and more than half of Gen Z say they are most productive when they were working around noise."

M7: As the CMO of Poly, what were the major challenges in rebranding and transforming two separate organizations (Plantronics and Polycom) under a single brand Poly?
AB: One of the greatest challenges of bringing together Plantronics and Polycom was doing so in a way that honored their brand equity, history, and positive associations while establishing a new story for the new company. Plantronics was already an audio pioneer– the first headset that transmitted Neil Armstrong’s famous words during the first moon landing. Polycom was the leader in audio and video conferencing – the conference phone used by business leaders and industry captains.
We had to figure out how to build a stand-out narrative in a crowded space for the general market. For customers and partners, we found a way to carry through the legacies and histories of both companies into the new brand. And for our employees, we had to inspire them to believe in the new brand and the new combined mission. These different challenges with different stakeholders took different approaches to confront, but in the end, we brought everyone to the same conclusion that Poly was moving forward, unified and stronger.

And like any acquisition, integration takes time. We’re proud of our accomplishments since rebranding to Poly in March 2019. Since then, we’ve refreshed our video conferencing line of products, broken new ground with a mobile phone station called Elara 60 Series and showcased our continued commitment to expanding the ecosystem with partners such as Zoom, Microsoft, Google, Amazon and more. As Poly, we bring a new level of quality, simplicity, and flexibility so that every communication can easily become a place for collaboration and innovation for the enterprise.


"Gen Z and Millennials came up in an era of digitization, so they are more accustomed to the tools and technology to deal with distractions in the workplace."

M7: A recent study by Poly reveals that employees prefer noisier open offices to closed, quiet spaces. What do you think is responsible for driving these unique demands in the workplace today?
AB: Our research shows that Gen Z and Millennials tend to prefer open offices compared to Gen X and Baby Boomers and that more than half of Gen Z say they are most productive when they were working around noise. What we’re seeing is that Gen Z and Millennials came up in an era of digitization, so they are more accustomed to the tools and technology to deal with distractions in the workplace. For example, they’re used to wearing noise-canceling headphones to block out the background noise, and similarly at home with video. They’ve been doing it all their lives!

Now that we can work from anywhere – coffee shops, airports, waiting rooms – we are more accustomed to dealing with distractions and working through them. We take that mindset into the office along with the tools we may use to address distraction, from a pair of comfortable headphones with ANC to deciding to do different types of work in different settings.

M7: What features have made Poly Studio win the 'Best of Enterprise Connect' award in the '2019 Communication/Collaboration Device'?
AB: Poly Studio is our answer to the need for easy-to-use video conferencing devices for smaller spaces called huddle rooms. Poly Studio is a video USB bar with premium audio and video capabilities. Its standout features include NoiseBlock, which mutes distracting background noises, Automatic Group Framing and Speaker Tracking, which zooms in to focus on the speaking participant. This board-room like audio and video transforms small meeting rooms into a center for collaboration. We’re also pleased that it was recently certified for Zoom Rooms and Microsoft Teams. The device also works with Skype for Business, Google Meet, Cisco WebEx and Amazon Chime, and virtually any cloud-based video collaboration service.


"Poly combines legendary audio expertise with powerful video and conferencing capabilities to help our users overcome the distractions, complexity, and distance, making communication in and out of the workplace challenging."

M7: What traits make Poly a global leader in communications and a leading choice for every kind of workspace?
AB: Our in-depth expertise, tireless innovation, and emphasis on partnership make Poly a global leader in communications and a leading choice for every kind of workspace.

Poly combines legendary audio expertise with powerful video and conferencing capabilities to help our users overcome the distractions, complexity, and distance, making communication in and out of the workplace challenging. When the world was on a race to space in the ’60s, NASA approached us—Plantronics back then—with a seemingly impossible task: create a headset that would equip astronauts to communicate with Mission Control from the earth to the moon, and back again.

Fifty years later, we share the same mission today: to create powerful connections that unify people the world over. We’re designing technology for the different ways people work – open offices, remote locations, mobile-first workers. We are the largest provider of headsets, video and audio-conferencing devices that you use to communicate and collaborate for your work, whatever that may be. And we continue to innovate with products like Poly Studio X that change how people collaborate.
Through partnerships with industry leaders like Microsoft, Amazon, Google, and Zoom, Poly takes an open-architecture approach that allows users to seamlessly connect across all the best technologies. Whenever and wherever people connect with these services, we will be there to provide the best-in-class audio, video and voice technology to make the experience that much better.

M7: What’s your superpower or spirit animal?
AB: My superpower is the ability to read amazingly quickly, thanks to the experimental elementary school I attended. I don’t know how anyone gets through their workload without it, honestly. My spirit animal? I told my husband the other day that I think it is Tom Petty. I’m a huge fan. If you have a problem, there is a Tom Petty song that can solve it, or at least make it more fun.

ABOUT POLY

Plantronics, Inc. (“Poly” – formerly Plantronics and Polycom) (NYSE: PLT) is a global communications company that powers meaningful human connection and collaboration. Poly combines legendary audio expertise and powerful video and conferencing capabilities to overcome the distractions, complexity, and distance that make communication in and out of the workplace challenging. Poly believes in solutions that make life easier when they work together and with our partner’s services. Our headsets, software, desk phones, audio and video conferencing, analytics and services are used worldwide and are a leading choice for every kind of workspace.

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Analysts predict that cloud-based spending by the U.S. government, already the world's largest buyer of IT solutions, will skyrocket, nearly doubling from 2019's $5.3 billion for cloud computing goods and services to $9.1 billion by 2024. Extensive controls to safeguard cloud-based innovation Public sector agencies are using cloud-based applications to integrate innovative technologies such as AI, hyper automation, and IoT connectivity into digital solutions to address tomorrow's needs for civic resource management, environmental sustainability, economic development, and community health. In an era when headlines regularly report the latest cyberattack or data breach, public sector CIOs and IT managers can only be confident unlocking these benefits when they know that highly sensitive data is protected system-wide at an acceptable level of risk. "As a cloud-native company, Mendix understands the paramount importance of security and end-user trust," said Frank Baalbergen, Mendix's chief information security officer. "Security and compliance is embedded across the entire platform architecture and infrastructure." Prior to receiving FedRAMP 'In Process" designation, Mendix had already obtained the highest level of independent security certifications of any low-code software development vendor. Mendix is a member of the global Charter of Trust, a nonprofit educational and advocacy forum initiated by Siemens at 2018's Munich Security Conference to advance the highest standards of cybersecurity and digitalization. Mendix also works closely with CrowdStrike, a third-party endpoint security software as a service, and Lacework, a data-driven security platform for the cloud, and HackerOne, an ethical "white hat" vulnerability coordination program that searches technology stacks for cyber risks before they are exposed for public use. About Mendix In a digital-first world, customers want their every need anticipated, employees want better tools to do their jobs, and enterprises know that sweeping digital transformation is the key to survival and success. Mendix, the low-code engine of the Siemens Xcelerator platform, is quickly becoming the application development platform of choice to drive the enterprise digital landscape. Mendix's industry-leading low-code platform, dedicated partner network, and extensive marketplace support advanced technology solutions that boost engagement, streamline operations, and relieve IT logjams. Built on the pillars of abstraction, automation, cloud, and collaboration, Mendix dramatically increases developer productivity and engages business technologists to create apps guided by their particular domain expertise. Mendix empowers enterprises to build apps faster than ever; catalyzes meaningful collaboration between IT and business experts; and maintains IT control of the entire application landscape. Consistently recognized as a leader and visionary by leading industry analysts, the platform is cloud-native, open, extensible, agile, and proven. From artificial intelligence and augmented reality to intelligent automation and native mobile, Mendix and Siemens Xcelerator are the backbone of digital-first enterprises. The Mendix low-code platform is used by more than 4,000 enterprises in 46 countries and has an active community of more than 300,000 developers who have created over 200,000 applications.

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GOVERNMENT BUSINESS

EncompaaS LLC and Forefront Technologies Form Reseller and Professional Services Partnership to Bring Next Generation Data Governance

prnewswire | May 22, 2023

EncompaaS LLC, a leading SaaS provider of data governance and analytics solutions, announced a reseller and professional services partnership with Forefront Technologies, a technology solutions provider based in Burlington, North Carolina. This new partnership will bring data discovery, governance and analytics solutions to Forefront's portfolio of offering to clients around the world. With this partnership, Forefront Technologies will now be able to offer EncompaaS competencies in data discovery and classification, governance, and analytics to clients seeking to understand and utilize their corporate data for better business outcomes. Massive growth of data across the corporate environment, in structured, semi structured and unstructured formats, has paralyzed most organizations' ability to understand and derive insight from the information they create. The EncompaaS platform provides a unified solution that enables businesses to gain value from their information and improve efficiency. "We are thrilled to partner with Forefront Technologies and bring our competencies to Forefront's client base," said Jesse Todd, CEO of EncompaaS. "Forefront's deep expertise in delivering technology solutions to businesses in the region makes them an ideal partner for us. Together, we will provide clients with the capabilities they need to understand, govern and gain insights into the large data sets they manage." "We are excited to partner with EncompaaS to provide our clients with best-in-class data discovery and analytics solutions," said Randall Smith, Vice President of Sales at Forefront Technologies. "As more and more businesses struggle with understanding and managing their data, the need for comprehensive data governance and analytics solutions has never been greater. The EncompaaS platform will add to our information governance portfolio to enable our clients to maximize the value of their information." About EncompaaS LLC: EncompaaS LLC is a leading provider of data discovery, governance and analytics solutions, enabling businesses to govern, secure, and optimize their information environments. The EncompaaS platform provides a unified solution for managing and analyzing information on premises and in multi-cloud environments, enabling businesses to derive better business outcomes and improve efficiency. About EncompaaS LLC EncompaaS LLC is a leading provider of data discovery, governance and analytics solutions, enabling businesses to govern, secure, and optimize their information environments. The EncompaaS platform provides a unified solution for managing and analyzing information on premises and in multi-cloud environments, enabling businesses to derive better business outcomes and improve efficiency.

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Spotlight

Poly

Poly

Plantronics, Inc. (“Poly” – formerly Plantronics and Polycom) (NYSE: PLT) is a global communications company that powers meaningful human connection and collaboration. Poly combines legendary audio expertise and powerful video and conferencing capabilities to overcome the distractions, complexity, a...

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