Guiding VMware in Times of Change


Since 2014, Sappington has partnered with VMware leaders to advance its position as a market leader in virtualization, and expand recognition for its leadership not just in the data center, but in the cloud as well. We’ve worked with a number of business units across the company, including: SPM, NSBU, CMBU, CNABU, CPBU and vCAN.

Our work has given voice to executive thought leadership, unified content strategies, empowered sales organizations through actionable enablement materials, and brought teams together to increase collaboration and learning.

The examples below are just a highlight of our work.


Messaging and Positioning

World-class organizations rely on Sappington’s positioning and messaging experience.

We apply an innovative approach to messaging that breaks out of rigid framework structures by infusing a narrative style.


Core Marketing Content

Since 2014, we’ve worked with multiple VMware groups in shaping and giving voice to differentiated market positions through a variety of marketing materials.


Sales Enablement

We equip sales teams with actionable insights that provide a unified message for customers.

Most recently, we worked with the CPBU team to develop a customer-facing introduction to VMware Cloud on AWS, complemented by a “How to Sell” presentation.


Executive Communications

Creating a sense of connection takes more than just a conventional slide deck. It’s the masterful blend of compelling storytelling, with an articulate narrative, backed by powerful design.

We are the keynote experts of choice for many large technology organizations.


Sappington worked with VMware NSBU CTO Bruce Davie (now APJ CTO) to develop a thought leadership message on the future of networking.


We also worked with CNABU’s Paul Fazzone to position two distinct product strategies for the group.


About Sappington

Seattle-based Sappington is the agency for change agents. We partner with ambitious leaders in established companies to guide successful digital change, whether within their organizations or outward with their customers.

To find out more, contact us at or visit our website: