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

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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Ellucian Partners with Portare Solutions to Accelerate SaaS Transformation of UK and Ireland Higher Education Institutions

PR Newswire | October 05, 2023

Ellucian, the leading higher education technology solutions provider, today announced a strategic partnership with Portare Solutions, a leading change management consultancy in the United Kingdom with more than 32 years of experience, to accelerate, support and enhance the transition to Software as a Service (SaaS) student information systems for higher education institutions in the UK and Ireland. Portare Solutions has extensive experience in leading change associated with student information system projects, and has designed a framework with Ellucian to focus on cultural change. It will play a pivotal role in transforming institutions' business processes to ensure they make the most out of new technology solutions, supporting staff in adapting the way they work and de-risking projects. We're thrilled to partner with Portare Solutions, a standout leader in change management support. Their expertise and unique approach will play a crucial role in managing the change associated with student information system SaaS projects, said Jeff Dinski, Chief Strategy and Corporate Development Officer, Ellucian. This partnership underscores our commitment to providing the best possible service to our customers, helping them navigate transformation, support their staff, and get the most out of their technology investment. "We are delighted to partner with Ellucian, a global leader in higher education SaaS solutions, to help institutions achieve their goals," said Krissi Sanft, Co-Founder and Managing Director, Portare Solutions. "This partnership is a natural fit, as we share a common vision for the future of higher education. We are confident that together, we can make a real difference in the lives of students and faculty." "Through the partnership, Ellucian and Portare Solutions will together provide institutions with the tools and resources they need to leverage the best from new technologies," added Tilden Lamb, Co-Founder and Managing Director, Portare Solutions. For more information about Portare Solutions, visit: https://portaresolutions.com/. For more information on Ellucian solutions, visit: https://www.ellucian.com/ or contact matt.searles@ellucian.com About Portare Solutions Portare Solutions is a leader in change and transformation helping organisations to mature change capability and management processes to enable strategic evolution. We are committed to tangibly assisting our clients to achieve the best results and put strategic initiatives into action. Everything we do is centred around change and transformation and we have significant experience in the implementation of education technology in the higher education sector. As well as this, we support our clients across a number of connected business areas including business technology and data strategy, organisational design and operating model, portfolio and programme design and delivery, change as a service, assurance services and we can help to build flexible and permanent skill sets and teams. We work through partnership and we live by our values; trust, integrity and transparency. About Ellucian Ellucian powers innovation for higher education, partnering with more than 2,900 customers across 50 countries, serving 22 million students. Fueled by decades of experience with a singular focus on the unique needs of learning institutions, the Ellucian platform features best-in-class SaaS capabilities and delivers insights needed now and into the future. These solutions and services span the entire student lifecycle, including data-rich tools for student recruitment, enrollment, and retention to workforce analytics, fundraising, and alumni engagement. Ellucian's innovative solutions, vast ecosystem of partners and user community of more than 45,000 provides best practices leading to greater institutional success and achieving better student outcomes.

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Education Technology

Watermark’s Educational Impact Suite Unifies Disjointed Technologies in Higher Education

Business Wire | October 10, 2023

Watermark, a leading provider of software solutions for higher education, proudly unveils the Educational Impact Suite (EIS), a comprehensive and interconnected suite of tools that unifies organizational leadership, student success, and continuous improvement, serving as an institution's internal compass. Grounded in the ethos of Education Impact, the EIS will revolutionize operational strategies for leaders, administrators, and faculty to maximize engagement, impact, and institutional storytelling. While technological advancements have historically moved slowly in higher education, recent years have seen an unprecedented boom in education technology, forging an inescapable tension between tradition and innovation. The challenges of pandemic learning exemplified this, thrusting educational institutions into uncharted territories as they scrambled to facilitate remote learning amidst a global crisis. The urgency to adapt often overshadows strategic foresight, leading to disjointed and fragmented solutions. EIS seeks to transform institutions' overarching challenges into opportunities to adapt and evolve. “Higher education is at a pivotal juncture, where the fusion of tradition and innovation is essential,” said Erin Shy, CEO of Watermark. “The Educational Impact Suite is the bridge that connects data with process. That bridge simplifies internal operations to provide a clearer view for faculty, staff, and leaders. With this clarity, we're facilitating learning environments where insights drive action, ensuring that institutions' strategies are as impactful as they are intentional.” Digital sprawl leads institutions to spend most of their time collecting data rather than understanding it. By connecting all of Watermark’s solutions together and establishing strong integrations with top LMS and SIS systems, the EIS breaks down data silos to help institutions uncover actionable insights. At launch, the EIS is focused on: Comprehensive Integration & Efficiency: The EIS encompasses a range of tools, each honed to deliver distinct insights and optimize workflows. When harnessed collectively, institutions unlock exponential value, break down data silos, and bolster cross-functional coordination to amplify their impact. Data-Driven Insights in Context: With EIS, analytics are not just numbers on a screen. They're carefully curated, placed in the context of daily workflows, and designed to highlight areas for improvement, thereby supporting institutional effectiveness and student success. This distinguishes EIS from all point solutions in the market. Student-Centric Vision: From curriculum development to course performance assessment and faculty impact analysis, the student's experience remains at the forefront. EIS is built with the institution's influence on the student journey as its core focus. "The confluence of insights and impact becomes the backbone of transformation,” said Alex Leader, Chief Impact Officer at Watermark. “When insights are not just gleaned but acted upon, they become the very footprints of impact. By meticulously curating and connecting data across an institution, the EIS will build connective tissue between Institutional Effectiveness and Student Success teams to drive support structures that are informed and holistic. This ensures that every initiative contributes to an institution's lasting impact on its students and empowers that legacy to be meaningfully communicated.” For more information about the Watermark EIS, visit www.watermarkinsights.com/solutions. About Watermark Watermark gives higher education institutions the tools they need to easily track, manage, and examine their data. For over twenty years, colleges and universities have used Watermark solutions to complete assessment and accreditation requirements, capture and analyze student feedback, showcase faculty accomplishments, and improve student engagement. Watermark's Educational Impact Suite (EIS) puts data into context so faculty and staff can focus on what really matters: institutional and student success. Learn why Watermark is trusted by over 1,700 colleges and universities to support continuous improvement at www.watermarkinsights.com.

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