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New Intermedia CMO Looks To Drive Co-Marketing Engagement With Cloud Communications Channel

Scott Anderson fills a position at the Unified Communications vendor that outgoing Chief Revenue Officer held in an interim capacity.

Scott Anderson, a seasoned technology marketing executive for channel-centric companies, started this week as the new chief marketing officer at cloud communications vendor Intermedia.

Anderson fills a position that Intermedia Chief Revenue Officer Eric Martorano held for almost a year in an interim capacity during the search for previous CMO Jim Kruger's replacement. Martorano is leaving Intermedia to become CEO of a software lifecycle management company headquartered outside the U.S.

Anderson told CRN, "I've made a career working with tech companies with vibrant partner communities."

Those previous employers include HP and Sun Microsystems, where he held senior product and brand marketing positions, and more recently Sitecore and Bazaarvoice, both digital marketing companies.

[Related: Over 80 Percent Of New Business At Intermedia Is Coming From Partners]

At Intermedia, based in Mountain View, Calif., Anderson will advance a focus on channel co-marketing development, he said.

"One of the things that attracted me to Intermedia is we see the customers through partners," he told CRN. "I want to focus on embracing that community, going to market with our partners, co-marketing with our partners."

Only three days into the job, Anderson hasn't yet developed a comprehensive co-marketing plan, he told CRN.

But he said he sees a massive opportunity for Intermedia partners, as Unified Communications-as-a-Service is a rapidly emerging technology that depends heavily on a partner strategy.

The company looks to develop a "demand engine to get more business to our partners," he said. "Honing the message and value proposition is very important" to that effort.

Intermedia has a strong presence in the SMB market, which is rapidly adopting UCaaS.

"Tons of small companies are coming on line that need a simple solution that's comprehensive for them, easy to use and priced right," Anderson said.

Many small companies are ditching on-premise PBX systems and looking to the cloud for phone systems and collaboration platforms for video and chat.

"This vast partner ecosystem is a way to reach them," Anderson said. "As you build up your office, you want a provider that will grow with you and provide additional services later on."

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