Tag: Marketing

Marketing The Moving Targets of Digital Transformations – An Interview with Dux Raymond Sy of AvePoint®

AvePoint - Migrate Manage Protect

Marketing the Moving Targets of Digital Transformations – An Interview with Dux Raymond Sy of AvePoint

Tenth in a series of in-depth interviews with innovators and leaders in the fields of Risk, Compliance and Information Governance across the globe.


Dux Raymond Sy is the Chief Marketing Officer of Avepoint® and has successfully driven business and digital transformation initiatives for commercial, educational and public sector organizations across the globe. He’s a Microsoft Regional Director (RD), a Microsoft Most Valuable Professional (MVP) and has authored numerous books, articles and whitepapers on IT and business process strategy. He received his Bachelor of Science from Southern Polytechnic University in Telecommunications Engineering. I interviewed him recently about the unique challenges of marketing digital products and services, the future of cloud computing, O365 and the shifting IT career landscape.


Dux, Avepoint specializes in leveraging the breadth of Microsoft technologies including SharePoint and Office 365 to help companies migrate and manage their cloud, on-premises and hybrid environments. There are some trend reports indicating a few enterprises have shifted back toward hybrid stacks after overextending themselves in the cloud. Do you believe most enterprises eventually will evolve, or are there factors such as data protection that will always prevent full cloud adoption for certain entities?

When it comes to enterprise technology, we rarely move backwards. The cloud’s cost, scale, efficiency access, and yes, even security advantages, are too great for on-premises  or hybrid infrastructures to prevail long-term.  What I will say is the transformation will take much longer than the advertising of cloud providers would have you believe. Most organizations are not all-in the cloud today. We did a study in 2017 that showed about 70 percent of organizations were still in hybrid architectures. We sponsored a study with AIIM this year that showed 1 in 3 organizations is maintaining at least 2 versions of SharePoint. Attitudes towards the cloud have changed, now the conversation is mainly focused on how to get there rather than the why. 

Lastly, there are capabilities that the cloud offers that cannot be delivered on-premises s. Cloud-based advanced services, like machine learning, artificial intelligence, and data analytics, open new opportunities for technical teams to drive business value.

AvePoint and Office 365 - Information Governance Perspectives

The free e-book “Designed to Disrupt” unpacks this in full detail: https://azure.microsoft.com/en-us/resources/designed-to-disrupt-reimagine-your-apps-and-transform-your-industry/

How is Infrastructure, Platform and Software-as-a-Service changing the organizational hierarchy of IT departments, reporting structures and collaborative teams? Are companies beginning to hire more administrators and get along with fewer developers, architects and support staff? Where will the best IT jobs be in the next few years at the current pace?

This is a great question! My colleague Hunter Willis recent wrote a piece about this that sparked a huge debate on Twitter. What we have found is that people and organizations evolve more slowly than the technology. Right now, most organizations are just shifting on-premises  roles to the cloud. So if you were the SharePoint admin or the Exchange admin, you are now the SharePoint Online admin or Exchange Online admin. But what about applications that don’t exist on-premises ? Who owns PowerApps? This also ignores the advanced workloads and connections between apps that exist in the cloud. What you do in Microsoft Teams impacts your Exchange and vice versa. What organizations need, and we haven’t seen yet, is an Office 365 admin that truly owns the platform and looks at these platform wide issues. If were seeing some of these issues just within Office 365, imagine what we will see as multi-cloud architectures become more popular. The best IT jobs in the next few years will be business enablers who have a love of learning. You will need to be agile in the era of tech intensity.

Read the entire interview and more in my new book on leadership in the information age, Tomorrow’s Jobs Today.