James Whitemore's guest appearances

James Whitemore

The Marketer's Journey

Marketing Today with Alan Hart

Ryan Bonnici

Paul Cowan

Dan Lowden

Katherine Calvert

Bob Hoffman

Jason Miller

Chris McLaughlin

Paul Smith

Grant Johnson

Daryl Evans

Peter Shankman

Tom Goodwin

Cal Fussman

Jay Baer

Steve Lucas

OwlTail

James Whitemore joins us with an update on the work and results he's been driving at NetApp since he joined us last on Episode 234. By leveraging data and training his team on how to use their diverse viewpoints in analyzing it, James is reinvigorating a 35-year-old company with a little more swagger  In this episode, Alan and James discuss how the ideas outlined in their last interview have been coming to fruition and the importance of being dynamic in today's marketing landscape. In this episode, you'll learn:   How to be intentional with transformative marketing  Why swagger and confidence matter in decision making  The importance of having synergy with your sales and IT departments Key Highlights  [04:30] The relationship between sales and marketing  [05:45] Update from James' last interview with us (ep. 234) [07:40] Changing brand perceptions [09:10] How brand growth is tied to market growth [11:10] The importance of knowing how to use mar-tech  [11:50] Why synergy with your IT team is critical to marketing efforts [12:45] Measuring impact and re-educating on which metrics matter [15:40] The work needed to measure the revenue impact [17:20] How to parse out and use the success metrics [19:40] Shaping investment models with data [21:15] How to drive transformation  [24:00] The importance of marketing in D&amp;I and vice versa [27:35] Why you need confidence in marketing [28:50] Benefit of B2B’s thinking like B2C’s Resources Mentioned:  NetApp - https://www.netapp.com/James Whitemore - https://www.linkedin.com/in/jwhitemore/Episode 235 with James Whitemore on Marketing TodayCareer: Cellnet, Storage companies and start-ups, IBM, Sun, SolidFire (acquired by NetApp)  Cloud storage and software systems on Azure, AWS, Google CloudCategory Entry Points, Physical AvailabilityNetApp The Cloud Specialists - https://www.youtube.com/watch?v=AYLbio2yUnkMore NetApp marketing examples - https://youtu.be/_JxuU833FSs, https://youtu.be/UceJQHCQpXU Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

James Whitemore joins us with an update on the work and results he's been driving at NetApp since he joined us last on Episode 234. By leveraging data and training his team on how to use their diverse viewpoints in analyzing it, James is reinvigorating a 35-year-old company with a little more swagger  In this episode, Alan and James discuss how the ideas outlined in their last interview have been coming to fruition and the importance of being dynamic in today's marketing landscape. In this episode, you'll learn:  <ul><li> How to be intentional with transformative marketing </li><li> Why swagger and confidence matter in decision making </li><li> The importance of having synergy with your sales and IT departments </li></ul>Key Highlights  <ul><li>[04:30] The relationship between sales and marketing  </li><li>[05:45] Update from James' last interview with us (ep. 234) </li><li>[07:40] Changing brand perceptions </li><li>[09:10] How brand growth is tied to market growth </li><li>[11:10] The importance of knowing how to use mar-tech  </li><li>[11:50] Why synergy with your IT team is critical to marketing efforts </li><li>[12:45] Measuring impact and re-educating on which metrics matter </li><li>[15:40] The work needed to measure the revenue impact </li><li>[17:20] How to parse out and use the success metrics </li><li>[19:40] Shaping investment models with data </li><li>[21:15] How to drive transformation  </li><li>[24:00] The importance of marketing in D&amp;I and vice versa </li><li>[27:35] Why you need confidence in marketing </li><li>[28:50] Benefit of B2B’s thinking like B2C’s </li></ul>Resources Mentioned:  <ul><li>NetApp -<a href="https://www.netapp.com/" rel="noopener noreferrer nofollow" target="_blank"> https://www.netapp.com/</a></li><li>James Whitemore -<a href="https://www.linkedin.com/in/jwhitemore/" rel="noopener noreferrer nofollow" target="_blank"> https://www.linkedin.com/in/jwhitemore/</a></li><li><a href="https://www.marketingtodaypodcast.com/234-marketing-in-the-cloud-with-netapp-cmo-james-whitemore/" rel="noopener noreferrer nofollow" target="_blank">Episode 235 with James Whitemore on Marketing Today</a></li><li>Career: Cellnet, Storage companies and start-ups, IBM, Sun, SolidFire (acquired by NetApp)  </li><li>Cloud storage and software systems on<a href="https://azure.microsoft.com/en-us/" rel="noopener noreferrer nofollow" target="_blank"> Azure</a>,<a href="https://aws.amazon.com/" rel="noopener noreferrer nofollow" target="_blank"> AWS</a>,<a href="https://cloud.google.com/" rel="noopener noreferrer nofollow" target="_blank"> Google Cloud</a></li><li><a href="http://marketingiseasy.com/2016/03/03/how-to-do-marketing/" rel="noopener noreferrer nofollow" target="_blank">Category Entry Points</a>,<a href="https://www.weareilluma.com/blog/2019/3/21/what-is-mental-availability-and-why-does-it-matter#:~:text=Physical%20availability%20is%20the%20breadth,7%2C%20as%20easily%20as%20possible." rel="noopener noreferrer nofollow" target="_blank"> Physical Availability</a></li><li>NetApp The Cloud Specialists -<a href="https://www.youtube.com/watch?v=AYLbio2yUnk" rel="noopener noreferrer nofollow" target="_blank"> https://www.youtube.com/watch?v=AYLbio2yUnk</a></li><li>More NetApp marketing examples -<a href="https://youtu.be/_JxuU833FSs" rel="noopener noreferrer nofollow" target="_blank"> https://youtu.be/_JxuU833FSs</a>,<a href="https://youtu.be/UceJQHCQpXU" rel="noopener noreferrer nofollow" target="_blank"> https://youtu.be/UceJQHCQpXU</a></li></ul> Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

334: Using Data to Drive Transformation with CMO at NetApp James Whitemore

On this episode of The Marketer’s Journey, I interview James Whitemore, EVP and CMO at NetApp. During the episode, we discuss sales and marketing alignment, the benefits of maintaining a startup mentality even as a 30-year-old company, and the importance of staying authentic.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!Key takeaways from this episode:Embrace a startup mentality. During his career, James has spent over a decade running startups. He says these experiences have imbued him with several applicable skills, teaching him the importance of taking a data-driven approach, staying agile and understanding the test-learn-iterate cycle. Even if you’re not working in a startup environment, this mentality can be applied in any role to ensure continuous improvement.Pick your battles. James emphasized the importance of compartmentalizing to focus on your top priorities, especially in a leadership role. In other words, pick your battles, and don’t disrupt something that’s working just for the sake of disruption.Manage expectations. As someone who has bounced around various sales and marketing roles throughout his career, James has learned the value of an upfront communication style and setting expectations within a team setting from the get-go. This philosophy has ultimately served him well at the leadership level as he builds a team founded on trust and inclusivity.Learn more about NetApp here: https://www.netapp.com/Learn more about James here: https://www.linkedin.com/in/jwhitemore/

On this episode of The Marketer’s Journey, I interview James Whitemore, EVP and CMO at NetApp. During the episode, we discuss sales and marketing alignment, the benefits of maintaining a startup mentality even as a 30-year-old company, and the importance of staying authentic.Check out this and other episodes of The Marketer’s Journey on Apple Podcasts, Spotify, Stitcher, and Google Play!Key takeaways from this episode:<ul><li>Embrace a startup mentality. During his career, James has spent over a decade running startups. He says these experiences have imbued him with several applicable skills, teaching him the importance of taking a data-driven approach, staying agile and understanding the test-learn-iterate cycle. Even if you’re not working in a startup environment, this mentality can be applied in any role to ensure continuous improvement.</li><li>Pick your battles. James emphasized the importance of compartmentalizing to focus on your top priorities, especially in a leadership role. In other words, pick your battles, and don’t disrupt something that’s working just for the sake of disruption.</li><li>Manage expectations. As someone who has bounced around various sales and marketing roles throughout his career, James has learned the value of an upfront communication style and setting expectations within a team setting from the get-go. This philosophy has ultimately served him well at the leadership level as he builds a team founded on trust and inclusivity.</li></ul>Learn more about NetApp here: <a href="https://www.netapp.com/" rel="nofollow" target="_blank">https://www.netapp.com/</a>Learn more about James here: <a href="https://www.linkedin.com/in/jwhitemore/" rel="nofollow" target="_blank">https://www.linkedin.com/in/jwhitemore/</a>

Ep #97: How NetApp Reinvented Itself with A Netflix Like Experience w/ James Whitemore

On this 234th episode of "Marketing Today," host Alan Hart speaks with the CMO of NetApp, James Whitemore. Over the last six years, NetApp has made the switch from a traditional data-storage company to a cloud-based storage company, and Whitemore is here to talk all about it.We start our conversation off with Whitemore's childhood in the U.K. and how an affinity for toying with technology sparked an early interest in the field. Whitemore then outlines his professional journey, starting as a salesman for a mobile phone company in the U.K., which led him to work for big tech in the data storage field in the U.S.  Whitemore made the switch to the startup industry and that eventually led him to NetApp. NetApp has been "managing large-scale data storage" for over 30 years in countries all over the world. We then dive into the recent shift into large-scale cloud data storage and how that has affected NetApp's sales and marketing processes.Whitemore's background in sales helped him make the shift, staying true to the guiding question, "what's the selling experience got to look like for that client?" He has found that there is no cookie-cutter process, and the clients must "pick their own journey." Whitemore then touches on how the shift in technology has forced a change in employee demographics, stating that "we had a lot of people who understand how to use the technology...but if you don't have people that really know how to put it to work," then you're stuck. In a world that is navigating chaos, NetApp is trying to "redefine what enterprise-class cloud storage services should look like!"Highlights from this week's "Marketing Today": James grew up in and around technology, knowing that he wanted to work in tech from a young age. 1:02After University in the UK, James began his career selling mobile phones before moving to Colorado to join the storage industry. 1:31James became tired of big tech and made the switch over to helping bring startups off the ground. 2:45NetApp has been managing large-scale data environments for over 30 years for companies all over the world. 3:21Over the last 5 or 6 years, NetApp has switched from storing data in large data centers to storing data in clouds, making data movement much easier. 4:21NetApp has had to reinvent the company to serve both the data center and cloud audiences. 5:56The entire sales process has changed because the demographics of those sold to has changed with the cloud. 7:01Sales cycles have been very predictable for the most part until cloud selling reared its head. 8:26James's background in sales has made the switch over to cloud sales smoother. 10:36NetApp has had to throw away the classic qualification process, essentially allowing clients to choose their own journey. 12:50Marketing organization, funding models, and metrics have had to shift after 20+ years of traditional infrastructure. 13:28Many services that had traditionally been outsourced had to be brought in-house because they are core to what NetApp does. 14:24It's taken over three years for the company's demographics to change following the shift in technology. 16:23The revenue-marketing team is working towards shifting the company mentality from lead generation to revenue generation. 17:37NetApp's ability to help its customers transform their companies has skyrocketed with the shift in technology and people. 18:54New interest and new buyers are coming in at an incredible rate for a 30-year-old company. 20:16NetApp knows where to look for their customers and what information those people need to hear. 21:10I. bots have become an essential part of the selling process by acquiring information from potential customers. 22:14James is on a mission to redefine cloud storage services to one of convenience for the users. 22:57The marketing team focuses on what their audience is going through during the global pandemic to meet their needs. 24:18While consumers are dealing with the chaos of the world, NetApp makes sure to take care of its employees while they deal with the same troubles. 25:30James's dyslexia forced him to go through an extra level of work to get through school, but this made him resilient to the world's tough realities. 27:55Learning difficulties do not equate to stupidity but should be seen as an opportunity to confidently navigate obstacles. 29:52Dolly Parton's foundation works to make literature accessible to children around the world, and that cause resonates with NetApp. 32:46James was on the Peloton train very early and admires how it has created a community on its platform. 33:45B2B and B2C are the same, presenting both challenges and opportunities. 34:46 Resources Mentioned:NetAppJames WhitemoreCareer: Cellnet, Storage companies and startups, IBM, Sun, SolidFire (acquired by NetApp)Cloud storage and software systems on Azure, AWS, Google CloudDyslexiaExample LED light ring, tripod, and phone holderPelotonDolly Parton's Imagination LibraryCategory Entry Points, Physical AvailabilityByron Sharp &amp; Ehrenberg-Bass Institute for Marketing ScienceMarketing Today Podcast Episode with Byron SharpNetApp Marketing Example 1, NetApp Marketing Example 2 Subscribe to the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC )Connect with the Guest:https://www.linkedin.com/in/jwhitemore/https://twitter.com/Jwhitemorehttps://twitter.com/NetAppConnect with Marketing Today and Alan Hart:http://twitter.com/abharthttps://www.linkedin.com/in/alanharthttp://twitter.com/themktgtodayhttps://www.facebook.com/themktgtoday/https://www.linkedin.com/company/marketing-today-with-alan-hart/ Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.  Hosted on Acast. See acast.com/privacy for more information.

On this 234th episode of <a href="https://www.marketingtodaypodcast.com/" rel="nofollow" target="_blank">"Marketing Today,"</a> host <a href="https://www.linkedin.com/in/alanhart/" rel="nofollow" target="_blank">Alan Hart</a> speaks with the CMO of NetApp, <a href="https://www.linkedin.com/in/jwhitemore/" rel="nofollow" target="_blank">James Whitemore</a>. Over the last six years, NetApp has made the switch from a traditional data-storage company to a cloud-based storage company, and Whitemore is here to talk all about it.We start our conversation off with Whitemore's childhood in the U.K. and how an affinity for toying with technology sparked an early interest in the field. Whitemore then outlines his professional journey, starting as a salesman for a mobile phone company in the U.K., which led him to work for big tech in the data storage field in the U.S.  Whitemore made the switch to the startup industry and that eventually led him to NetApp. NetApp has been "managing large-scale data storage" for over 30 years in countries all over the world. We then dive into the recent shift into large-scale cloud data storage and how that has affected NetApp's sales and marketing processes.Whitemore's background in sales helped him make the shift, staying true to the guiding question, "what's the selling experience got to look like for that client?" He has found that there is no cookie-cutter process, and the clients must "pick their own journey." Whitemore then touches on how the shift in technology has forced a change in employee demographics, stating that "we had a lot of people who understand how to use the technology...but if you don't have people that really know how to put it to work," then you're stuck. In a world that is navigating chaos, NetApp is trying to "redefine what enterprise-class cloud storage services should look like!"Highlights from this week's "Marketing Today": <ul><li>James grew up in and around technology, knowing that he wanted to work in tech from a young age. 1:02</li><li>After University in the UK, James began his career selling mobile phones before moving to Colorado to join the storage industry. 1:31</li><li>James became tired of big tech and made the switch over to helping bring startups off the ground. 2:45</li><li>NetApp has been managing large-scale data environments for over 30 years for companies all over the world. 3:21</li><li>Over the last 5 or 6 years, NetApp has switched from storing data in large data centers to storing data in clouds, making data movement much easier. 4:21</li><li>NetApp has had to reinvent the company to serve both the data center and cloud audiences. 5:56</li><li>The entire sales process has changed because the demographics of those sold to has changed with the cloud. 7:01</li><li>Sales cycles have been very predictable for the most part until cloud selling reared its head. 8:26</li><li>James's background in sales has made the switch over to cloud sales smoother. 10:36</li><li>NetApp has had to throw away the classic qualification process, essentially allowing clients to choose their own journey. 12:50</li><li>Marketing organization, funding models, and metrics have had to shift after 20+ years of traditional infrastructure. 13:28</li><li>Many services that had traditionally been outsourced had to be brought in-house because they are core to what NetApp does. 14:24</li><li>It's taken over three years for the company's demographics to change following the shift in technology. 16:23</li><li>The revenue-marketing team is working towards shifting the company mentality from lead generation to revenue generation. 17:37</li><li>NetApp's ability to help its customers transform their companies has skyrocketed with the shift in technology and people. 18:54</li><li>New interest and new buyers are coming in at an incredible rate for a 30-year-old company. 20:16</li><li>NetApp knows where to look for their customers and what information those people need to hear. 21:10</li><li>I. bots have become an essential part of the selling process by acquiring information from potential customers. 22:14</li><li>James is on a mission to redefine cloud storage services to one of convenience for the users. 22:57</li><li>The marketing team focuses on what their audience is going through during the global pandemic to meet their needs. 24:18</li><li>While consumers are dealing with the chaos of the world, NetApp makes sure to take care of its employees while they deal with the same troubles. 25:30</li><li>James's dyslexia forced him to go through an extra level of work to get through school, but this made him resilient to the world's tough realities. 27:55</li><li>Learning difficulties do not equate to stupidity but should be seen as an opportunity to confidently navigate obstacles. 29:52</li><li>Dolly Parton's foundation works to make literature accessible to children around the world, and that cause resonates with NetApp. 32:46</li><li>James was on the Peloton train very early and admires how it has created a community on its platform. 33:45</li><li>B2B and B2C are the same, presenting both challenges and opportunities. 34:46</li></ul> Resources Mentioned:<ul><li><a href="https://www.netapp.com/" rel="nofollow" target="_blank">NetApp</a></li><li><a href="https://www.linkedin.com/in/jwhitemore/" rel="nofollow" target="_blank">James Whitemore</a></li><li>Career: Cellnet, Storage companies and startups, IBM, Sun, SolidFire (acquired by NetApp)</li><li>Cloud storage and software systems on <a href="https://azure.microsoft.com/en-us/" rel="nofollow" target="_blank">Azure</a>, <a href="https://aws.amazon.com/" rel="nofollow" target="_blank">AWS</a>, <a href="https://cloud.google.com/" rel="nofollow" target="_blank">Google Cloud</a></li><li><a href="https://www.mayoclinic.org/diseases-conditions/dyslexia/" rel="nofollow" target="_blank">Dyslexia</a></li><li><a href="https://amzn.to/2SsPza0" rel="nofollow" target="_blank">Example LED light ring, tripod, and phone holder</a></li><li><a href="https://www.onepeloton.com/" rel="nofollow" target="_blank">Peloton</a></li><li><a href="https://imaginationlibrary.com/" rel="nofollow" target="_blank">Dolly Parton's Imagination Library</a></li><li><a href="http://marketingiseasy.com/2016/03/03/how-to-do-marketing/#:~:text=Category%20entry%20points%20are%20reasons,I%20need%20a%20morning%20beverage%E2%80%9D)" rel="nofollow" target="_blank">Category Entry Points</a>, <a href="https://www.weareilluma.com/blog/2019/3/21/what-is-mental-availability-and-why-does-it-matter#:~:text=Physical%20availability%20is%20the%20breadth,7%2C%20as%20easily%20as%20possible." rel="nofollow" target="_blank">Physical Availability</a></li><li><a href="http://www.byronsharp.com/" rel="nofollow" target="_blank">Byron Sharp</a> &amp; <a href="https://www.marketingscience.info/" rel="nofollow" target="_blank">Ehrenberg-Bass Institute for Marketing Science</a></li><li><a href="https://www.marketingtodaypodcast.com/63-byron-sharp-tells-us-what-branding-is-all-about/" rel="nofollow" target="_blank">Marketing Today Podcast Episode with Byron Sharp</a></li><li><a href="https://youtu.be/_JxuU833FSs" rel="nofollow" target="_blank">NetApp Marketing Example 1</a>, <a href="https://youtu.be/UceJQHCQpXU" rel="nofollow" target="_blank">NetApp Marketing Example 2</a></li></ul> Subscribe to the podcast: Listen in iTunes (link: <a href="http://apple.co/2dbdAhV" rel="nofollow" target="_blank">http://apple.co/2dbdAhV</a>) <a href="http://bit.ly/2Rc2kVa" rel="nofollow" target="_blank">Listen in Google Podcasts</a> (link: <a href="http://bit.ly/2Rc2kVa" rel="nofollow" target="_blank">http://bit.ly/2Rc2kVa)</a> <a href="http://spoti.fi/2mCUGnC" rel="nofollow" target="_blank">Listen in Spotify</a> (Link: <a href="http://spoti.fi/2mCUGnC" rel="nofollow" target="_blank">http://spoti.fi/2mCUGnC</a> )Connect with the Guest: <a href="https://www.linkedin.com/in/jwhitemore/" rel="nofollow" target="_blank">https://www.linkedin.com/in/jwhitemore/</a> <a href="https://twitter.com/Jwhitemore" rel="nofollow" target="_blank">https://twitter.com/Jwhitemore</a> <a href="https://twitter.com/NetApp" rel="nofollow" target="_blank">https://twitter.com/NetApp</a>Connect with Marketing Today and Alan Hart: <a href="http://twitter.com/abhart" rel="nofollow" target="_blank">http://twitter.com/abhart</a> <a href="https://www.linkedin.com/in/alanhart" rel="nofollow" target="_blank">https://www.linkedin.com/in/alanhart</a> <a href="http://twitter.com/themktgtoday" rel="nofollow" target="_blank">http://twitter.com/themktgtoday</a> <a href="https://www.facebook.com/themktgtoday/" rel="nofollow" target="_blank">https://www.facebook.com/themktgtoday/</a> <a href="https://www.linkedin.com/company/marketing-today-with-alan-hart/" rel="nofollow" target="_blank">https://www.linkedin.com/company/marketing-today-with-alan-hart/</a> <a href="https://www.patreon.com/marketingtoday" rel="payment nofollow" target="_blank">Support the show: https://www.patreon.com/marketingtoday</a>See <a href="https://omnystudio.com/listener" rel="nofollow" target="_blank">omnystudio.com/listener</a> for privacy information. Become a member today and listen ad-free, visit <a href="https://plus.acast.com/s/marketingtoday" rel="payment nofollow" target="_blank">https://plus.acast.com/s/marketingtoday</a>. Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.