Technology and Cloud Marketing

Bringing a new thought leadership idea to life through compelling communication and storytelling strategies



The VMware NSX team saw an opportunity to continue their leadership in the networking industry with new thought leadership on the future of networks. To get there, they needed help crafting and telling their story, internally and externally.

Sappington helped the NSX team with three important efforts:

  • Crafting a clear and compelling proposal for NSX Product Marketing Leaders to leverage in communicating their initiative internally
  • Developing a concise internal introduction of the Thought Leadership initiative, to be used during VMware’s annual Sales Kick Off, that gave sellers an overview of the topic and an understanding of future opportunities
  • Building an external-facing, executive presentation for Networking CTO Bruce Davie, who launched the Thought Leadership concept externally at the Gartner Datacenter conference.

Engagement Activities

Content Strategy and Development

Storytelling Strategy


Executive Communications and Keynotes

Thought Leadership

Marketing Communications



The NSX team leveraged Sappington’s materials to bring to life a new Thought Leadership opportunity from the ground up—first ramping up internal awareness and support; getting the word out to key internal audiences once the initiative was a reality; and having a visually rich, story-driven way to share the concept externally.