Cheaters. Telephony edition

So I was looking at improving our company’s inbound lead generation (see: the blog you are reading) and started kicking the tires on various services such as Marketo, KISSmetrics and Hubspot.  I click on Hubspot and, lo and behold, Shoretel is the video case study, front and center on their website.

I am an avid admirer of Shoretel’s marketing, and I think they more than any other company shook up my industry’s stale approaches when I started in my role 10 years ago. We were being trained to show up on site, do a headcount, play up the one or two features that our system excelled at, and turn around a quote quickly.  Cisco was winning deals at the time just by having the Cisco logo on a business card, but the bloom was off their rose by the early-to-mid 2000’s. Shoretel came in with a great, rehearsed demo, some marketing slicks from consulting companies no one had ever heard of, and their people spoke to different constituencies extremely well. Where Cisco was a Rube Goldberg machine and traditional PBX manufacturers appeared steeped in the dark arts, Shoretel sold on ease of use and simplicity. They also opened up conversations about architecture and disaster recovery that old-line phone guys really wanted to avoid for fear of looking like the dinosaurs that they were.

An 'establishing shot' I believe of where Vader chokes his lieutenants.

An ‘establishing shot’ I believe of where Vader chokes his lieutenants.

All that said, I compete with them every day, and could write a novel trashing their product. But instead, I want to return to our dive into this fun marketing piece from our pals at Hubspot.

Our story begins here at Shoretel HQ, where existing marketing approaches from competing providers is not working for our dear friends.

Cut to an interview with a VP or EVP of marketing at Shoretel who is the star of this show. We learn more about driving inbound leads and the great set of tools provided by Hubspot.

The Wizard

The Wizard of Marketing

There are lots of great shots of what appear to be this guy’s home office, since the corporate glass and steel box did not seem to have any balconies overlooking a forested valley.  I certainly thought that I would work from home rather than that Inatel-looking cubicle farm we saw in prior shots.


Lower right is the two tone smoking gun

Then, as if seeing the lady of the lake emerge from the fog and mist, we see glimpses of, what, it can’t be… but it is.  A Cisco phone at this guy’s house. B-b-b-but I thought this was a Shoretel employee?  Is Hubspot haunted? Shaggy? Thelma?


No dear reader, this is video proof that Shoretel Sky uses Cisco phones, and not Shoretel phones. And proof that bad feng shui (working with one’s back to the window) leads to bad things such as blowing your cover, exposing the filthiest secret of all.  Soylent Green is people, and Shoretel Sky does not appear all that Shoretel compatible.