What if your biggest brand breakthrough didn’t start with marketing…but with a customer?

In this episode of CMOs Unscripted, Lisa Martin talks with NetApp CMO Gabie Boko as she breaks down how a long-time customer relationship with the NFL turned into one of the most powerful B2B brand moments in recent years.

This wasn’t a typical sponsorship. It started with a customer need and then evolved into a brand strategy. Ultimately, it became a playbook in how B2B companies can break through in an AI-saturated world.

Gabie shares:

• How customer relationships can unlock unexpected brand opportunities

• Why sports is one of the last places to capture real human attention at scale

• How to make invisible technology visible through strategic storytelling

• What it takes to align internal teams around bold brand moves

• Why authenticity is no longer a brand value, but an operational requirement

• How to turn partnerships into true business impact (not just “logo slap”)

You’ll also get a behind-the-scenes look at:

• The data complexity behind an NFL game

• What “intelligent data infrastructure” actually looks like in real life

• How NetApp approached the Super Bowl LX as a brand moment

If you’re a CMO, founder, or marketing leader trying to stand out in a crowded content landscape, this is a playbook you don’t want to miss.

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