Mike Thornback

Go-getter
DISC Type : d

Director, Unified Communications Canada & LATAM at AVI-SPL Canada

Greater Toronto Area, Canada

Overview

Mike Thornback is a Digital Workplace Experience (DWX) leader at AVI-SPL with over 16 years in the audio-visual industry. He focuses on creating friction-free, employee-centric ecosystems through unified communications. Colleagues describe him as a detail-oriented, diligent, and thoughtful leader who excels at designing and deploying collaboration technology roadmaps.

Outside of work, Mike is a family man who resides in Ontario, Canada, with his wife and three sons. He is an avid cyclist, enjoying both road and trail biking during the warmer months. This passion for the outdoors provides a balance to his technology-focused career.

He is a frequent speaker at industry conferences, sharing his expertise on hybrid work strategies and the future of collaboration.

Personality Overview

Vision Oriented

Decisive

Fast-Paced

They respond well to confident salespeople.  They focus on objectivity in a pitch and pay little attention to bells and whistles. They don’t always try to control the conversation but neither do they like yielding it fully.

Topics They Care About

Digital Workplace Experience
His professional focus is on architecting seamless, friction-free digital environments to boost employee engagement and productivity.
Unified Communications
As the Director of the UC Practice, he leads teams in designing and implementing video conferencing and other collaborative technologies for clients.
Future of CX
He recently attended a customer experience (CX) conference and has shown interest in contact center strategies and the evolution of the agent's role.

Media Appearances

Mike has no verified media appearances

Work History

4-2026
Director, Unified Communications Canada & LATAM at AVI-SPL Canada
11-2022
Chief Technology Officer at Young Minds Psychology
1-2022 - 4-2026
Director, Unified Communications Practice at AVI-SPL Canada
9-2020 - 1-2022
Director Of Business Development at AVI-SPL Canada
10-2018 - 9-2020
National Strategic Alliances Director at AVI-SPL Canada

Education

2004 - 2013
B.A from York University
2003 - 2004
Web Designer from CDI College

More Information

Social Presence :

Prographics :

Exp : 22 Location : Greater Toronto Area, Canada Job Level : Mid-senior Designation : Director, Unified Communications Canada & LATAM at AVI-SPL Canada
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Insights For Selling To Mike

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending too much time on pleasantries
  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Ask them questions confidently while doing discovery, don’t be apologetic

DONT's

  • Do not give up if they are not convinced, try again with a different approach
  • Don’t expect them to change their mind quickly if they say no once
  • Refrain from asking too many questions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Mike is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Mike

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Mike move?

  • Their decision making speed is somewhere in the middle.
  • Can Mike take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Mike

Personality Compatibility


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