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How has global storage company NetApp grown its revenues by over one billion dollars in twelve months? MeetTheBoss Tv's Anna Gilligan met Chief Marketing Officer Christine Heckart to find out.
How has global storage company NetApp grown its revenues by over one billion dollars in twelve months? CMO Christine Heckart explains her marketing philosophy.
Global storage company NetApp has grown its revenues by over one billion dollars in twelve months. CMO Christine Heckart explains the company's killer innovation culture.
How has global storage company NetApp grown its revenues by over one billion dollars in twelve months? CMO Christine Heckart explains her personal leadership style, and its impact.
How has global storage company NetApp grown its revenues by over one billion dollars in twelve months? CMO Christine Heckart says quietly. This, she explains, is how to win in business, without shouting.
Christine Heckart, CMO, NetApp
Throughout her career of over 20 years, Christine has played an integral role in the marketing and growth strategies of successful technology companies. Before joining NetApp, she was general manager of marketing for the TV, Video, and Music Business at Microsoft Corporation. Previously, she was vice president and CMO of Worldwide Marketing for Juniper Networks, responsible for all aspects of worldwide marketing.
Christine is the author of The Guide to Frame Relay Networking and co-author of ATM for Dummies. An acknowledged industry thought leader, she was named one of Network World’s "Top 10 Power Thinkers" and "50 Most Powerful People in the Industry." She has an economics degree from the University of Colorado at Boulder.
Christine Heckart: We’vegot 11,000 people whose job it is to represent the brand and to represent thebrand specifically to our customers and our partners and the keyinfluencers. It’s not any onething. You earn and you build abrand reputation and experience at every touch point and with everyconversation every day. The thingabout any kind of brand is it takes a long time to build up, and the wrong movecan bring it down very, very quickly. So the thing that we try to do is – it’s not about glitz and glamour andit’s not about big money spending on advertising. It’s really about taking care and taking pride with everysingle touch point that a business partner or a customer or an influencer haswith this company, and making sure it’s as good as we can make it.
It means it’snot always going to be perfect. This company, like every company, makes mistakes, but its part ofbuilding a great company and part of building a brand is not just doing all theright things at exactly the right time, but handling problems in a way thatshows integrity and responsiveness as well. I think the company is very good at doing that, but againits not something that we can take for granted. You have to earn it every single day.