What does it really take to build a resilient brand when change is constant, AI is accelerating everything, and customer trust is the ultimate currency?
In the season two premiere of CMOs Unscripted, host Lisa Martin sits down with NetApp CMO Gabie Boko for a candid, unscripted conversation about what modern enterprise marketing leadership looks like. From redefining brand resilience and navigating AI-driven transformation to reframing the CMO role as Chief Market Officer, this episode is a masterclass in leading growth at the intersection of technology, creativity, and trust.
Drawing from more than 25 years of leadership experience, Gabie shares how NetApp has approached brand evolution without losing its soul, why listening matters more than ever, and how marketers can use AI and data not just to react—but to lead.
Key Takeaways:
Resilient brands don’t chase change—they anchor to identity. True brand resilience comes from knowing who you are at your core while staying agile enough to evolve alongside customers and markets.
Trust is the most valuable currency a brand owns. Whether with customers or internal teams, trust is built through consistency, listening, and delivering real value—not performative change.
AI turns marketers into growth drivers—not just support teams. When marketers harness AI and data effectively, they move from reactive execution to predictive, personalized, always-on growth leadership.
Unified data beats more data. Being data-rich but insight-poor is a growth killer. The real opportunity lies in unifying, securing, and activating data across fragmented environments.
Integration beats collaboration. Real impact happens when marketing, sales, and product teams are integrated from the start—sharing accountability, language, and outcomes.
Customer stories outperform brand promises. You can’t buy truly authentic advocacy. The most powerful brand narratives come from customers telling their own stories in their own words.
The modern CMO is a business leader first. Today’s CMOs are expected to lead growth, guide pivots, take smart risks, and shape strategy—not just manage campaigns.
This episode is a must-listen for CMOs, marketing leaders, and growth-focused executives navigating AI disruption, data complexity, and rising expectations. Gabie Boko offers a grounded, experience-driven perspective on how to lead through uncertainty, build brands that last, and step confidently into the CMO’s evolving role as a strategic business leader.
If you’re looking to move beyond tactics and into true market leadership, this conversation delivers clarity, conviction, and actionable insight. Don’t miss out, watch now on YouTube and subscribe for biweekly conversations with top industry leaders.
Chapters
00:00 Season 2 Begins: The Future of Marketing Leadership
01:13 Meet NetApp CMO Gabe Bocko
02:10 How to Build a Resilient Enterprise Brand
03:52 Evolving Your Brand Without Losing Its Soul
05:12 Why Listening Is a Competitive Advantage
06:37 Intelligent Data Infrastructure, Explained Simply
07:34 Story First, Product Second, Tagline Last
08:54 Why the CMO Role Is No Longer Scripted
10:01 How AI Is Changing Marketing Right Now
11:06 Why Data Movement Matters More Than Storage
12:25 How AI Turns Marketers into Growth Leaders
12:51 Data-Rich but Insight-Poor: The Real Problem
14:15 AI, Data Security, and Trust at Scale
15:41 What Formula 1 Teaches Us About Speed & Data
17:00 Collaboration vs. Integration Across Teams
18:55 Why Marketing Can’t Be a Request Machine
19:49 How the CMO Role Is Evolving
21:37 Why Embracing Chaos Is a Competitive Edge
22:18 Using Sponsorships to Tell Customer Stories
25:06 Why Customer Voices Beat Brand Messaging
26:07 The One Strategy Every CMO Needs Today
27:39 Be a Business Leader, Not Just a Marketer
28:47 Final Leadership Lessons for Modern CMOs