Embedded Files
title
title
The Belief: If NetApp amplified AI through a paid campaign and highlighted infrastructure leadership, buyers would choose the platform
The Break: Campaign budget was denied since AI interest and traffic were up YoY, but conversion was down while deal count and revenue per deal where stuck
The Shift: We'd target buyer and sales enablement with playbooks and rework messaging to highlight business outcomes.
NetApp Internal Statistics
“I think you got something here, my friend. I see $25,000 to $100,000 packages for these [service] that aren’t as sophisticated”
“I think you got something here, my friend. I see $25,000 to $100,000 packages for these [service] that aren’t as sophisticated”
- Scott Siragusa, Regional VP @ Salesforce | Strategic Alliances & Channels
- Scott Siragusa, Regional VP @ Salesforce | Strategic Alliances & Channels
THE SITUATION: title
THE SITUATION: title
NetApp is a global enterprise data infrastructure company seen as an on-prem and cloud storage company, not an AI player
THE COMPLICATION: title
THE COMPLICATION: title
Buying decisions stalled as AI messaging catered to technical specialists while purchasing decisions were made by cross-functional business teams.
THE RESOLUTION: TITLE
THE RESOLUTION: TITLE
The AI sales motion was reset to make data management authority, broad seller participation, and deal velocity the measures of success.
Key deliverables
New web pages for business decision makers
New AI Sales Playbook with vertical targeting
Rounds of industry analyst briefings
New Digital Sales Enablement course
Revamped messaging and presentations
IMPACT
IMPACT
Seller participation: AI sellers increased from 283 to 600+.
Pipeline velocity: Quarterly deals rose from 75 to 97.
Deal quality: Average revenue and margin per deal held steady.
The Team
The Team
Executive Sponsor: Phil Brotherton, VP Cloud Solutions
Program Lead Michael Grant - AI Solution Strategist
Executive Consultant: Rebecca Thorburn
Staffing Strategist: Ashley Rousseau
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