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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nextSource Announces TalentCalling™ Shared Talent Communities for Higher Education Institutions

Globenewswire | June 06, 2023

nextSource announces TalentCalling™ – an advanced approach to talent sourcing for the Higher Education market.TalentCalling delivers a shared talent community, enabled by an online centralized system, where participating institutions can draw from the community to access qualified professionals with select skills. It enables colleges and universities to fill high-volume, recurring roles when needed, returning the resource at assignment end for future redeployment or for engagement by another university. The community is populated with admissions personnel, administrative assistants, exam proctors, instructional designers, research assistants, teaching assistants, application readers, general managers, and student success specialists. It also offers IT implementation managers, software developers, project managers, and other non-academic personnel. Each participating college or university is assigned a program specialist who coordinates the institution’s use of TalentCalling, continuously soliciting new talent community members, reinforcing the value of engagements with participating academic institutions, and identifying best fit talent for each open position. If a position is filled by a resource in the talent community, nextSource takes responsibility for payrolling the worker and all other assignment-related administrative duties while the individual is on assignment. nextSource has established our first TalentCalling direct sourcing center to support colleges and universities in the Metro Washington DC area. This unique approach gives each participating academic institution ready access to great talent when needed. And peer best practice sharing accelerates innovation and saves time and money. “nextSource is continually at the forefront of innovation in the temporary talent market,” commented Tim McAward, nextSource Vice President of Higher Education Client Services. “Academic institutions have a long history of joining together to leverage their combined buying power and share academic and extracurricular resources. Our TalentCalling direct sourcing solution applies that concept to talent acquisition. We deliver a highly effective additional way to access temporary, project-based, or full-time high-volume or recurring roles and skill sets. By delivering an exceptional talent sourcing system with extensive support for both the academic institutions and the candidates within the TalentCalling system we can offer our clients a strong competitive advantage in this tight labor market.” About nextSource: nextSource advances the way the world connects with talent. As a privately held, woman-owned business with 25 years’ experience, nextSource provides a personalized, intelligent approach to workforce solutions driven by high impact, strong results, and continuous growth. We offer innovative workforce solutions that deliver extraordinary service, efficiency, analytical insight, risk mitigation and improved access to talent that enhances a unified workforce. Solutions offerings include Managed Services Program, Direct Sourcing solutions, Employer of Record services, Independent Contractor Compliance Management, Agent of Record Services, Statement of Work based Project Services Management and Workforce Consulting and Advisory services.

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CORPORATE LEARNING SYSTEMS

Cheetah Learning Adds Agile Certification Course to Help Project Managers Boost Careers, Improve Results

Cheetah | May 30, 2023

Cheetah Learning, a leader in Accelerated Exam Prep for the Project Management Professional (PMP)®, has introduced a new certification course in Agile project management. The online Cheetah Agile certification course teaches the fundamentals of Agile project management, skills that can be applied in numerous industries. Those who complete the course are Cheetah Agile Certified and qualified to lead as Agile project managers. "Agile is the future of project management," said Michelle LaBrosse, PMP, CCL, CAC, PMI-ACP, RYT, founder and CEO of Cheetah Learning. "Since its beginning in software development, it has evolved to demonstrate its usefulness in a variety of applications. Project managers who learn the Agile method are well-positioned to succeed for themselves and for their employers." Because the emphasis is on achieving significant goals in two weeks, becoming Cheetah Agile Certified aids in project completion. The fundamental goal of the two-week deadline is to remediate one of the main causes of project delays, namely procrastination brought on by digital distraction. People can put procrastination in the past by making it a habit to focus and complete a substantial endeavor in two weeks. Even LaBrosse utilized this method to finish her book, The Cheetah Agile Project, in just two weeks. One student had this to say about the course: "Being part of the beta group for the Cheetah Agile Certified program gave me a hunch that improving my project-completion speed would benefit my career. But I was surprised to find out that it was also an immense help in my private life. As part of the class demonstration project, I took on a personally meaningful task – preparing an estate sale – something I had been putting off. Thanks to my diligence during the course, we discovered an additional $450,000 worth of assets in the estate!" Becoming Cheetah Agile Certified helps managers achieve their goals faster in the following ways: 1. Delivering value quickly and continuously 2. Fostering collaboration and feedback 3. Continuously improving processes 4. Building a network of like-minded professionals 5. Picking the right opportunities to stand out Cheetah Agile Certified managers improve their own prospects while also succeeding for their employers. Applying what they've learned in the course enable managers to: 1. Stand out in a job market where Agile-trained managers are in demand 2. Expand career opportunities, including higher salaries and more responsibilities 3. Increase credibility and trust Agile training also leads to increased self-confidence, the ability to accomplish more with fewer resources, and more interesting and challenging work assignments.Learning Agile techniques supercharges the skills and careers of project managers," said LaBrosse. "It's an investment that pays off immediately for managers and their employers and continues to provide benefits long-term." About Cheetah Learning Cheetah Learning is the two decades-long industry leader in Accelerated Exam Prep for the Project Management Professional (PMP)® exam. Cheetah students culminate their four-day intensive accelerated learning program by taking and passing the Project Management Institute's PMP® exam. Cheetah students are guaranteed to pass the PMP® exam by following Cheetah's program. Worldwide, there are nearly 80,000 Cheetah Alumni. PMP® is a registered trademark of the Project Management Institute.

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