How NetApp Turned Partnerships with the NFL and San Francisco 49ers Into Breakthrough Brand Moments

How the CMO of Palo Alto Networks is Turning AI Into a Growth Engine

AI is transforming how marketing operates, but not in the way most people think. In this episode of CMOs Unscripted, Lisa Martin [https://www.linkedin.com/in/lisamartinmedia/] talks with Palo Alto Networks CMO Kelly Waldher [https://www.linkedin.com/in/kellywaldher/] to break down how AI is transforming marketing execution, storytelling, and strategy—especially in one of the fastest-moving industries (cybersecurity) in the world. From managing market fragmentation to building and launching AI-generated campaigns, this conversation reveals what it really takes to operate as a modern marketing leader. Inside this episode: * Why cybersecurity is the fastest-moving industry in tech * The real impact AI has on marketing workflows * How to distill complex product portfolios into clear messaging * What it takes to build AI-driven campaigns at scale * Why AI is only as powerful as the data behind it * How CMOs can adapt to constant change and pressure AI isn’t replacing marketing.It’s forcing marketers to rethink how everything gets done—from strategy to execution. If you’re a CMO, a prospective CMO, founder, or marketing leader navigating AI and its crazy pace, you definitely don’t want to miss this episode.

How NetApp Turned Partnerships with the NFL and San Francisco 49ers Into Breakthrough Brand Moments

What if your biggest brand breakthrough didn’t start with marketing…but with a customer? In this episode of CMOs Unscripted, Lisa Martin [https://www.linkedin.com/in/lisamartinmedia/] talks with NetApp CMO Gabie Boko [https://www.linkedin.com/in/gabieboko/] 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. Watch now on YouTube and subscribe⁠ [https://www.youtube.com/@CMOsUnscripted] for biweekly conversations with top industry leaders.

From First CMO to IPO in 28 Days: How Jean English Helped Build CoreWeave’s Brand

What does it take to join a company and find out you have 28 days to prepare for an IPO? In this episode of CMOs Unscripted, Lisa Martin [https://www.linkedin.com/in/lisamartinmedia/] sits down with Jean English [https://www.linkedin.com/in/jeanenglish/], CoreWeave [https://www.linkedin.com/company/coreweave/]’s first CMO, to unpack what it really takes to build a brand, lead through hypergrowth, and tie marketing directly to measurable business outcomes in the AI era. With a 12-person marketing team, no established brand guidelines, and a rapidly accelerating AI infrastructure market, she had to move fast. From solidifying messaging, preparing for NVIDIA GTC, and supporting the IPO roadshow, Jean and her team launched bold campaigns and big partnerships in record time. What followed was a masterclass in leadership, positioning, and execution. Jean shares: * What it was like to learn about the IPO 28 days before it happened * How to build a marketing engine inside a high-velocity AI infrastructure company * Why creating a category means you’re not competing, you’re educating * How the strategic partnership with Aston Martin F1 Team is reinforcing CoreWeave’s performance-first brand * How working alongside partners like OpenAI accelerated credibility * The thinking behind launching a cultural brand moment with Chance the Rapper * How to humanize AI infrastructure * Why authenticity is today’s CMO superpower * What “Be Bold. Be Kind.” means inside the boardroom of a public company This conversation goes beyond buzzwords. It’s about transformation, courage, performance, and leadership at scale. If you’re a CMO, founder, or executive navigating AI-driven change, this episode is a masterclass in leadership, positioning, and execution. Watch now on YouTube and subscribe [https://www.youtube.com/@CMOsUnscripted] for biweekly conversations with top industry leaders.

From AI Pilots to Performance: How CMOs Drive Real ROI with Enterprise AI

In this episode of CMOs Unscripted, host Lisa Martin [https://www.linkedin.com/in/lisamartinmedia/] talks with Brenda Bown [https://www.linkedin.com/in/brendabown/], CMO of SAP Business AI [https://www.linkedin.com/company/sap/], to explore one of the biggest challenges facing enterprise leaders today: turning AI experimentation into measurable business value. Brenda shares a grounded, customer-first perspective on why so many organizations struggle to scale AI initiatives, and what CMOs can do to move beyond pilots and proofs of concept. The conversation explores how data foundations, business-process alignment, and trust are essential to achieving real ROI from AI investments. Key topics include: * Why AI success starts with customer problems, not technology features * How companies get stuck in pilot mode, and how to break out of it * The role of data harmonization and process optimization in AI ROI * Why marketing AI is fundamentally about outcomes, not hype * How SAP approaches AI as a trusted business transformation partner * The importance of transparency, trust, and responsible AI adoption * What CMOs should ask vendors to pressure-test AI claims * How AI is reshaping marketing careers and future job opportunities * Common AI myths, and why AI is not a “magic switch” * Why imagination, learning, and adaptability are the new CMO essentials This episode offers practical guidance for CMOs, senior marketers, and enterprise leaders navigating AI-driven transformation, with an emphasis on value, trust, and long-term impact. If you’re a CMO, CRO, or senior marketer navigating AI disruption (or aspiring), this episode offers a practical, grounded roadmap for leading through change instead of reacting to it. Watch now on YouTube and subscribe [https://www.youtube.com/@CMOsUnscripted] for biweekly conversations with top industry leaders.

CMOs Unscripted, Season 2, Ep 03—How AI Broke Marketing Metrics and What CMOs Must Do Next — Kipp Bodnar, CMO of HubSpot

In this episode of CMOs Unscripted, host Lisa Martin [https://www.linkedin.com/in/lisamartinmedia/] sits down with Kipp Bodnar [https://www.linkedin.com/in/kippbodnar/], Chief Marketing Officer of HubSpot [https://www.linkedin.com/company/hubspot/], to unpack how AI is fundamentally reshaping modern marketing. Kipp has helped build the modern marketing playbook—from the rise of inbound marketing to the MarTech explosion, to the emergence of RevOps, and now the AI-driven era that’s breaking long-standing KPIs and attribution models. In this candid conversation, Kipp explains why traditional top-of-funnel metrics no longer tell the full story, how conversion quality now outweighs raw traffic, and why CMOs must rethink how success is measured in an AI-first world. Their discussion dives deep into: * Why AI has “broken” marketing metrics that marketers relied on for years * How personalization at scale is changing funnel shape and performance * The growing importance of Answer Engine Optimization (AEO) across tools like ChatGPT and Claude * Why attribution is becoming more like brand measurement than direct response * How AI is enabling smaller, faster, agent-powered marketing teams Kipp also introduces The LOOP Framework—his four-stage AI adoption model designed to help marketing teams adapt and thrive: * Learn: Accelerate market and customer understanding using AI-powered research * Operate: Build workflows that blend human insight with AI execution * Optimize: Improve conversion rates through contextual personalization * Progress: Scale impact with agents, assistants, and iterative learning The episode wraps with a lightning round covering marketing myths, underrated AI use cases CMOs should prioritize now, and which MarTech tools are becoming obsolete in an AI-native stack. If you’re a CMO or senior marketer navigating AI disruption (or aspiring), this episode offers a practical, grounded roadmap for leading through change instead of reacting to it. Watch now on YouTube and subscribe [https://www.youtube.com/@CMOsUnscripted] for biweekly conversations with top industry leaders.