Episode Details

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