May 19, 2020

The real value of live video in business

live video
James Campanini
3 min
The real value of live video in business

Savvier than ever, the modern workforce is equipped for a new dawn of business operations. According to Gartner, 74 per cent of employees consider themselves as an expert or proficient in digital technology, leaving the door wide open to opportunity. Laptops and devices are built with a mobile worker in mind, and internet connections are increasingly reliable and pervasive.

As such, the scene is set for a new generation of flexible worker, with half the US workforce adopting this approach. Yet new research demonstrates that only 8.7 percent of job vacancies offer some degree of flexibility.

So why does this reluctance exist at the advertisement stage? One could argue that this is down to our natural sense that the strongest rapports are built through face-to-face interactions. In fact, ninety percent of an interaction is unspoken; 60 percent of all human communication is body language, whilst 30 percent is tone.

If you can’t see who you are talking with, how can you trust what they are saying? Let alone convert a sale. Akin to a game of poker, if you can’t see a person’s body language it makes it quite difficult to detect how receptive they are to your statements and thus where to take the conversation next. People tend to buy from other people, as such, this is the foundation on how business is done.

So how can organisations embrace a change in working culture, whilst ensuring the way that staff communicate with their colleagues, customers and prospects isn’t hindered when operating remotely?

The priority is to understand how technology can help flexible workers be just as productive, and maintain crucial relationships, both in and outside the office. According to a recent BlueJeans report, approximately three quarters (72 percent) of employees believe that live video has the potential to transform the way they communicate at work.

Looking at the role of live video in the modern workplace, the study also found that 36 percent want to see live video used more over other methods such email (27 percent), instant messaging (26 percent) and phone calls (24 percent) as they believe it will create stronger relationships and even reduce the volume of daily emails. What this highlights is that employees want to transform the way they are working and communicating. So there is no time like the present for businesses to sit up, take notice and implement video communications technologies.

Live video meetings can occur at any time of day, irrespective of location, at minimal cost. And in most cases businesses won’t even need to purchase new equipment to benefit from the latest video technology. With the option to upcycle old equipment and implement cloud based solutions, the workforce is then able to be cast anywhere around the globe, whether it be for a meeting in Asia or just down the road.

Technologies are evolving at rapid speed, making a mobile workforce a reality. But human contact still reigns supreme and is unlikely to fade. The key to business success is understanding how to marry the two, so that the future of communications in your enterprise continues to seamlessly transition into a digital and productive future.

James Campanini is VP EMEA at Blue Jeans


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Jun 13, 2021

Marketing matters: from IBM to Kyndryl

Kate Birch
5 min
Former CMO for IBM Americas Maria Bartolome Winans was recently named CMO for Kyndryl. Maria talks about her new role and her leadership style

Former Chief Marketing Officer for IBM Americas, and an IBM veteran of more than 25 years, Maria Bartolome Winans was recently named CMO for Kyndryl.

Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.

With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.

You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?

I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.

We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.

What experiences have helped prepare you for this new opportunity?

I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.

The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.

How would you describe your leadership style?

I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.

I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.

What’s the best leadership advice you’ve received?

When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.

What does success look like to you?

I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.

What advice would you give to your younger self just starting out in the industry?

I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.

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