How to get 'social selling' right: B2B CMO Spotlight
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Not too many people, let alone future CMOs, get to open for Bon Jovi. But Dux Raymond Sy, the current CMO of AvePoint, a software company, did just that at the Microsoft SharePoint’s annual user conference back in 2012. At the time, Sy was known for his ability to explain the technology to non-techies. He also bore a passing resemblance to Korean pop star Psy, whose Gangham Style music video had just become the first to achieve a billion views globally.
Rapping and dancing to a modified version of Psy’s hit, Sy literally established himself as SharePoint rock star, joining AvePoint in 2013, becoming CTO in 2014 and CMO in 2017. It’s an unusual path but he’s an unusual individual, who boldly goes where others fear to tread. His global team is encouraged to experiment like filming Sy at restaurants in a video series called #ChewNChat or another called “Dux Quacks,” the software equivalent of “Comedians in Cars Getting Coffee.” It’s more than fun and games as AvePoint continues to enjoy strong growth, thanks in part to Sy’s highly personable approach.
What is your proudest accomplishment so far?
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