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BIG UC Update: CallTower's William Rubio on Global Growth, Partner-Led Growth and the Next Phase of AI in UC

March 10, 2026·34 min·3 clips

CallTower's CRO reveals their global expansion and AI strategy for 2026 in this exclusive update.

Kieran Devlin starts with scale. He calls CallTower's year fairly colossal, then asks William Rubio to connect the update to his background and current responsibilities. Rubio begins with his time in the industry. He says he has been in it about 30 years and is going on 31 years officially in May, after starting as an industrial engineer with AT&T rather than in sales or marketing. The conversation gets practical fast. The clearest thread in the available transcript is not a long feature rundown. It is the culture behind customer calls, product requests, and internal handoffs. Rubio gives dedication a sharper meaning. Being dedicated to one department is not enough if it does not help the wider organization. That is the enterprise lens. Sales, marketing, product, and technical teams come across less like separate lanes and more like people who need to show up together. Customer empathy is treated as part of the work, not as a slogan. Rubio talks about putting yourself in the other person's position, then working out what help they actually need. He is fine with challenge, as long as it is useful. People should ask why work gets done a certain way, but not turn that into disrespectful disruption. The CTO example makes the culture feel less abstract. When a customer call gets technical, Rubio says he can ask the CTO to join and gets a practical response instead of a debate about why someone else cannot handle it. The same idea works the other way too. Product calls and other shared needs get handled through that broader responsibility model, at least as Rubio describes it. The tone stays measured. Devlin closes by linking 2026 to AI's need for visible ROI in efficiency and productivity. The bar is moving from promise to proof. His final read is that CallTower is well positioned if businesses start asking AI for clearer outcomes.

As heard by us

Growth only matters if the operating model can keep pace.

William Rubio frames the Big UC Update as a conversation about growth, culture, and execution, not a vendor victory lap. His AT&T roots in industrial engineering in the mid-90s give the remarks some weight, and that background shows in how he talks about customers, teams, and…

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If you want a UC update that stays anchored in customer reality and operating discipline.

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