When B2B brands try to be everything to everyone, they end up with what Gabie Boko calls a “brand of commas.” NetApp chose focus instead: One clear promise the whole company could rally behind and a direct line to business growth.
In this episode, Drew sits down with Gabie Boko (NetApp) to unpack how NetApp rallied leadership around Intelligent Data Infrastructure, redefined strategic demand as a shared go-to-market motion, and built alignment from the CEO to sales. Gabie shares how focus, authenticity, and cross-functional trust helped modernize NetApp’s story.
In this episode:
- Moving from a “brand of commas” to one durable narrative the company can stand behind for years
- Choosing Intelligent Data Infrastructure to stay customer-tested and future-proof without falling into AI-washing
- Defining strategic demand as a company-wide motion that unites marketing, sales, and partners
Plus:
- How NetApp’s NFL partnerships built reach and brand lift without massive ad spend
- How success is measured through share of voice, sentiment, pipeline, and revenue growth
- How to avoid category-creation detours and free teams from over-branding every product
- The CMO journey from hope to determination, and how to sequence wins without burning political capital
Tune in to learn how one promise and shared accountability reshaped NetApp’s story!