Reality Check! Avaya has lost credibility in the market spinning capabilities. We all must accept that. If we don't then we cant restructure and transform.
There are those who are credible subject matter experts. There are those who are talented at presenting information in a way to engage and inspire people. Then there is the rare talent that can master both. We have hope that the new CEO is that rare talent.
Now, the previous CEO was unwilling to engage with clients, partners or general analysts outside of when he needed something from them. Therefore, marketing was heavily bloated, with both resources and ego, to compensate for the lack of C-Suite personality. ** Unfortunately, being able to give a great presentation is not the same as being credible.** It actually follows that old saying of "those who can't do, teach" (no disrespect to our amazing teachers). So, if one may have been "risky" as an effect sales support engineer because they may have spun and promised clients results that are not attainable, or misunderstood the details of client build, they may have not been celebrated in the subject matter expert circle. Yet a marketing department that is desperate for people to speak, because they had little access to C-Suite engagement, would jump at the chance to leverage such a willing presenter. And then, you have market analysts who are thrilled to have a positive, happy and willing resource. Thus, some of these marketing people may have been propped up by the market analysts to the new CEO. Unfortunately, the new CEO may have been informed that certain presenters are well liked by some market insiders, it is a miss for Avaya's current situation in the market. We need credible, ex CIO's, or an ex large scale client to serve as the face of the story telling. We need sophistication, not people who believe they have "arrived" and that the brand is about themselves and not Avaya. We need not just an ex telecom/contact center manager or an ex sales engineer who may or may not have upset too many people for their willingness to spin away from facts. And we most certainly don't need a consumer social media influencer -type of messaging. This is an enterprise sale, and a complex one at that. The focus should be what resonates with the client, and most importantly, the clients we want. However, the marketing message speaks to the inner circle whom we don't need to influence. It's a perpetual cycle of glad-handing with the same partners, the same analysts, the same publications, over and over and over. Avaya has to get out of its comfort zone and market to who we need, not just to those who we are familiar with. If we succeed, the partners, the analysts, the right media will follow without effort. Product Management has also followed a similar path. They were more focused on the story than the facts. I look forward to significant changes in those two core areas and supporting Avaya in any way possible to make this transition most successful.