What has been your business/work highlight or achievement of 2024?

This past year has been nothing short of transformative. At ZIRO, we’ve redefined how businesses migrate from on-premise PBX to Microsoft Teams Calling—automating the process to deliver a seamless, effortless transition. Our customers now experience a fully integrated communication system with a simple, unified user experience. And we’re not just making migration easier—we’re doing it 80% faster than anyone else in the industry. We’ve also made significant strides in the channel, particularly in enabling telecom-focused partners to bridge the gap into the IT world. By empowering them with new capabilities, we’re helping customers save money, enhance their communication infrastructure, and unlock new opportunities.

Adapting to the evolving buyer landscape, we’ve expanded our services to Microsoft’s Azure Marketplace, making it even easier for businesses to access our solutions. At the same time, we’ve taken bold steps into the future of technology—embedding ourselves in the world of Generative AI and Copilot. With 80% of enterprise data residing at the edge, the most valuable insights are locked in phone conversations, meetings, and chat. We’re harnessing that data to help businesses gain a competitive edge, and we’ve begun building deep expertise to support this next wave of AI-driven transformation. 2024 has been a year of incredible momentum, and we’re just getting started!

Who do you think has had the most positive impact on the UC space in 2024 and why? 

This wasn’t a year defined by any one company or individual—it was driven by market forces that created opportunities for everyone involved. The emergence of Generative AI (Gen AI) into the mainstream was met with initial skepticism, as early iterations didn’t quite live up to the hype. But in the last quarter, the introduction of AI agents has signaled a turning point. Now, the true value of this technology is set to take off, delivering impact far beyond what many anticipated. But this shift isn’t just about technology—it’s about how we talk about and deliver value. The industry has moved past discussions of speeds and feeds; the conversation is now about business outcomes and real-world impact. This has always been the promise of Unified Communications, but now, businesses are feeling it in tangible ways.

Yes, automation of processes and workflows will continue to drive efficiency, but the real game-changer is how we use this data to empower businesses in entirely new ways. The most exciting part? AI is now mainstream. No longer do companies need to be convinced of its importance—they’re actively seeking it out to drive efficiencies and gain a competitive edge. The demand is there, and businesses are hungry for insights that will help them operate smarter and faster. Couple this with massive shifts in the tech ecosystem—where partnerships, hyperscalers, and marketplaces are reshaping how customers buy and deploy solutions—and it’s clear that the rules of the game have fundamentally changed. And for the better. Looking back, 2024 was a transition year—a foundation-setting period where new frameworks, partnerships, and technological advancements took root. As we head into 2025, we’re poised to build on this momentum, unlocking new growth and innovation. It’s an exciting time for the industry, but the biggest winners will be the customers and end users who stand to gain the most from these transformative shifts. The future is here, and we’re just getting started :).

What was your biggest business surprise in 2024?

As I reflect on 2024, two major industry trends stood out—one expected but slow to evolve, and one an unfortunate return to outdated practices. 1. Industry Consolidation (Or Lack Thereof) We witnessed significant M&A activity in the partner ecosystem—SIs and MSPs consolidating to gain scale and expand capabilities. However, on the vendor side, consolidation has been surprisingly stagnant. Despite a crowded market, the number of UCaaS and CCaaS providers remains high, with little true differentiation. Most players continue to push the same integration stories with Microsoft, often advocating for dual phone systems—a model that feels increasingly redundant. I believe this will shift in 2025, as market forces drive greater differentiation and inevitable consolidation. Meanwhile, large partners are getting even larger, which is understandable from a business standpoint. However, we’ve seen this play out before.

With technology becoming more specialized, the ability to deploy, manage, and support customers effectively is more critical than ever. Customers are already wary due to past unmet expectations, and while the industry has worked hard to rebuild trust, I worry that massive mergers and acquisitions could set us back by prioritizing scale over expertise. 2. The Return of Procurement Roadblocks The second surprise? Procurement continues to be a bottleneck—often making decisions that don’t align with business priorities. I had hoped that, post-COVID, companies would move away from bureaucratic procurement games and focus on agility, cost savings, and competitive advantage. Yet, in many cases, we’re seeing projects stalled for months, not because of strategy or budget—but because of outdated procurement processes.

This must change. And I believe it will, with marketplaces playing an increasingly dominant role in enterprise purchasing. It makes no sense that in 2025, businesses are still being slowed down by red tape, especially when data shows that faster decision-making leads to cost savings and stronger business outcomes. As we move into 2025, the industry has an opportunity to course-correct, ensuring that both consolidation and procurement practices serve the best interests of customers, innovation, and long-term growth.

What was the most useful business book/podcast you’ve read/listened to in 2024?

Revisiting The Challenger Sale reminded me how we can work smarter with our customers. The book challenges the idea that building relationships alone wins deals. Instead, the best sellers teach, tailor, and take control—a mindset that’s more relevant than ever. Teach for Differentiation: Customers don’t need more information; they need insight. Instead of just pitching what we do, we should be helping them rethink their approach—whether that’s modernizing voice strategies or leveraging AI for real business impact. Tailor the Message: Different decision-makers care about different things. A CFO wants to hear about cost savings, while IT teams focus on security and ease of deployment. Speaking their language makes all the difference. Take Control of the Sale: Customers often get stuck in slow decision-making processes.

The best sellers guide them forward, challenge assumptions, and help them cut through red tape. The rise of marketplaces is a great example—buyers want faster, easier ways to make decisions, and we can help them get there. The companies that win aren’t just responding to customers—they’re leading the conversation. If we focus on insight, relevance, and decisive action, we don’t just close more deals—we help our customers succeed.

What’s the biggest challenge you and your team will face in 2025?

The biggest challenge this year won’t be coming up with new ideas—it will be executing on the plan we already have and not getting distracted. The market is noisy, with constant shifts, trends, and distractions pulling companies in different directions. But we’ve built a clear, focused strategy that aligns with where the industry is going and what our customers need. The key to success isn’t chasing every new opportunity—it’s doubling down on what works. If we stay disciplined, stick to our priorities, and execute with precision, I have no doubt we’ll hit our goals and create real impact.

What technology will have the greatest impact on your business in 2025 and why?

It’s easy to say AI is the biggest game-changer this year, but the real impact will come from combining AI with Unified Communications (UC) to unlock new possibilities for customers. This is the year where everything starts to come together—where we move beyond the hype and start seeing real, transformative use cases. We spent last year laying the foundation. Now, it’s time to build something amazing. The biggest opportunities in AI aren’t just in automation or efficiency—they’re in unlocking the goldmine of insights hidden in voice, meetings, and chat. Right now, that data is locked away, unused. But once we access it and put it to work, the impact will be massive. This isn’t just about technology—it’s about changing the way businesses operate, make decisions, and connect with their customers. And that’s where the real transformation happens.