About the talk
Carol Carpenter, Chief Marketing Officer at VMware, joins John Furrier and Dave Vellante for coverage of VMworld 2020.
#VMworld #theCUBE #VMware @SiliconANGLE theCUBE @VMware
VMware brings VMworld into the virtual realm, drives business transformation
BY BETSY AMY-VOGT
VMware Inc. has been on a transformational journey. In an unexpected U-turn, the company went from being threatened with extinction by container technology to marrying Kubernetes and virtual machines in a revolutionary and successful alliance.
Now, the new and improved VMware is facing another challenge — taking an event that is considered “the gold standard” of information technology conferences into the virtual realm.
“VMware has spread its wings, has embraced more of the different IT audiences, and is driving business transformation for companies in new and pretty unique ways,” said Carol Carpenter (pictured), chief marketing officer of VMware Inc.
Carpenter spoke with John Furrier and Dave Vellante, co-hosts of theCUBE, SiliconANGLE Media’s livestreaming studio, during VMworld. They discussed VMware’s transformation to a multicloud software-as-a-service company and how that is affecting the company’s marketing strategy, plus what to expect at this week’s virtual VMworld 2020 event. (* Disclosure below.)
VMware marketing goes digging for diamonds in the backyard
“A dramatic transformation” is how Carpenter describes VMware’s embrace of the modern application environment. Bringing the marketing department in-line means more customer focus, customer life cycle marketing, and data-driven customers and user interaction. It also means re-vamping B2B marketing from “boring and dull” to a simple, clear expression of value.
“Part of being a SaaS or subscription company is everything we do needs to be consumer-simple at scale, and with the secure ability and the reliability of what an enterprise needs,” Carpenter said.
VMware’s broader portfolio gives the ability to tell “a broader business value story,” she added. The journey is not only digital transformation, but business transformation. And that offers the opportunity to provide a greater value to the customer. Carpenter describes these opportunities as like “diamonds in the backyard. Some of them are a little dirty, and some are just not fully revealed. It’s our job to go and dust them off and tell the story to help customers and prospects understand the value we can bring.”
Taking VMworld 2020 virtual means there won’t be any hallway chats or “serendipitous interactions at the food line or coffee bar,” but there will be plenty of online interaction. “This is going to be the world’s largest VMworld,” Carpenter said.
Attendance will beat past events by a minimum of five-fold, with over 65% of registrants first-time VMworld attendees, according to Carpenter. “By going virtual, we actually have expanded our audience tremendously,” she said.
With everything from in-depth technical sessions to puppy therapy and yoga, “the level of personalization and ability to self-service is going to be out of this world,” Carpenter concluded.
Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s coverage of VMworld. (* Disclosure: VMware Inc. sponsored this segment of theCUBE. Neither VMware nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)
From around the globe, it's the Q with digital coverage of vmworld 2020 brought to you by the end where and its ecosystem partners are welcome back to the cube virtual 2020 coverage of VMware vmworld, 2020 virtual I'm down for your host of the cube. Show me, Dave, a lot to get a great gas pedal Carpenter, who's the chief marketing officer of VMware, people up. And I move from Google Cloud to VMware. Great to see you. And thanks for coming on the cube for vmworld 2020. Virtual coverage, thank you. Yeah, thank you both for having me here. Delighted to be there so
many times before, but you're very in the cloud native space, you know, the market pretty. Well, I got to ask you, What attracted you to come to the VMware. And what was the, what was the reason now you're heading up marketing for VMware, what was the driving force? A few things faster when I look around and I look at which kind of which companies are shaping, the future of technology, one of those companies and all throughout and the third is I really think customers are on a really tough journey
and having been at a hyper scalar having worked at places where companies are in a more traditional environment. This is a tough journey and I think them where is uniquely positioned to help Enterprises with what is a complex journey and it's a multi, how do you make all these different systems in pools work together to deliver the business results is uniquely positioned to deliver. If it's interesting being, we're going to a whole nother level. We've been commenting on our analysis, segments around the business performance. Obviously, in the moves, I've made over the years, this is our 11th.
The emerald keep started. 10 years, 11 years ago, we've been seeing the moves. So great technology moves product moves, business performance, the relationship with the clouds all in place, but then covid, it's okay. And then all that gets accelerate even further because you got, you know, companies that are have to use this down, time to read modernize, and some people get a Tailwind with modern application opportunities. So it's interesting time. Same to you on this trajectory with VMware, in the clouds. What's your thoughts? Cuz you joined right in the middle of all this year
in in the eye of the storm. What's your view on this? Because this is forcing function for companies to not to accelerate the transformation but the move faster. Yeah, for sure. You know, it's been an incredibly challenging time, I see the progress being made in two weeks and I guess that's the Silver Lining is there is one, which is the ultimate work remote work from home that we've been able. And the work anywhere been completely liberating in. So many ways are there
to maintain relationships with customers, which obviously requires a different type of interaction of different type of Outreach in. What are the solutions that scale? Please disable absolute big lips in certain areas of our business. Particularly around, you know, remote work and our digital workspace Solutions, thousands of workers up and running quickly remote. Home becomes a thousands of remote offices. So I still haven't figured out where the bathroom is,
if people have now and then when you want, I mean VMware, Carol is amazing company. You mentioned the culture before it made it really started as a workstation virtualization company, right? And then so many challenges and use a computer guys do that position, bringing Sanjay poonen all of a sudden you're the leader there, we see that the networking piece the storage peace, you mentioned security which is an amazing opportunity containers, I guess what we were embracing them. It seems like, culturally
just has this attitude of, if there's a wave, you know, we're going to ride it. We're going to embrace it and figure out how to deliver value to our customers. What's your thinking on that? Yeah, I mean it's such an Innovative company and look at what we are an incredibly customer-centric company. They have today that is what Thrills me. And I think we have such an incredible opportunity to continue to drive that future Innovation while. Also being that
bridge I have to tell you I've known VMware for a long time and it's healed to me is this broader portfolio and this opportunity to actually tell a broader business value story to actually tell that story about Not just digital transformation but business transformation. That's what a non-profit like feeding America to, you know, large companies like Nike. It's really incredible impact in value, we can bring and I feel that my job in the marketing, his job is In the backyard. It's just some of them little dirty and some are just not
fully reveal. And it's our job to tell the story to help customers and Prospects understand the value. We can bring this transformation when you think of an applications company that there's easily connect the dots. But how should we be thinking about VMware in that value chain? Are you enabler for that the transformation? Can you provide some color there? The Egyptian of ponzu to portfolio is what enables us to have these discussions. That let's face it
is because that's what is a transformation. Very large pharmaceutical companies who wants to launch, and have a mobile app to help. Haitian people who are taking covid-19 test. Get the results. Develop an app that is, when that's pretty incredible. Another example is, you know, a very large eCommerce company that Tale of Two Cities, right? Some companies with lots of lift and others with real struggle, in the physical world, flip to curbside pickup. Right of many of their application. Again, that's a place where we can go and we can talk to him about that. And by the way,
the wires virtual storage it requires all the other elements of vmworld 2020 this year, it's not in person it's it's one of them. It's an industry event has been one every year. It's a place with his deep Community deep. Technical demos beat deep discussions, a lot of face-to-face hallway conversations that's not happening. It's virtual You came right in the middle of this. You guys pulled it together. What you got? Keynote sessions, and thanks for including the cube. We really appreciate that as well, but
you have all this content, how did you handle that? And, and how's that going in and share some color on what it took to pull it off? And what's your expectation? Yeah. So you know yes vmworld is considered the gold standard when it comes to Industry events. I mean one from the outside in so I feel really honored that this franchise is now in in my hands and obviously have been working on it for from this is going to be me and you talked about the serendipitous interactions at the Food Lion or coffee bar.
This event is going to be five to six times larger than our physical of that. And that's not even including the vmworld that we're running in. China. And the other thing that makes me super happy is that over 60% of our registrants and he's here or actually first time. Do youngworld attendees, this ability to make it easier. You know why? I am really excited about the best mobile app for any events. So I encourage you to take a look as well as he's through the many
channels, we have of contact. What we're learning and I'd love to follow up with you later to hear what you are. Cuz I know you've also been doing a lot for the world is going to move to something a virtual and small-group seen. Hi Gage meant and I just think them while I look forward to hearing everyone's feedback that I can participate now virtually. It's it's kind of I would call first generation might be the web early days, but you're right. I think it's going to open up the eyes to a bigger Community Access. Big, a pool of data bigger, pool of interactions and community,
and when they do come back face to face, people be able to fly and meet people they met online. So at least we think this is going to be a real Trend where it's like the article, I of this virtual space, Is tremendous. You can do, you can serve yourself, you can consume a demo, but then meet people face-to-face, taking part in some of them, everything from puppy therapy to magic shows to yell and ability to self service. Going to be out of the cloud city has over 60 solution.
Demos of the civilian World Challenge at spawn. Is also an ex ask the expert section. Will you got your beta and Ragu and other luminaries there to ask questions of the best? The top 10 in the company of all online? I was coarse and get the CT of innovation. Came out with Greg lavender. So, you know, you bring in the big guns out on display and it's free. That's awesome. Congratulations. What looking forward to see what the data looks like after? So what's the storyline for you? If you had to summarize out the vmworld 2020 this year coming out from the data
what are you hearing is to keep things out to the tagline. You know why? You know what possible together and digital Foundation unpredictable world. But what are you hearing in the virtual hallways? What, what do you think's? But I'd say the top takeaway is that VMware has spread. Its wings has embraced more of the different it audiences and is, is driving business transformation for companies in new and unique ways. Obviously my partner on the security front entry security built-in throughout the entire stack. The the other part that I
think is super exciting partnership everything from what we're doing with Nvidia to make more accessible for Enterprises and Productions to what we're doing around sassy secure access service, edge, distributed environment so that every office to be fully secured Yeah, when VMware is it is the gold standard of of of the ecosystem and vmworld. Of course, they're all in the Showcase and it was hard-fought, I mean it took a long time to get there and you know the challenges of building that. And now you mentioned in video, you see all these new new tail winds
coming in and and then taxi companies launched at vmworld. And so know that ecosystem is, as I say, it's very difficult to build, but then becomes a huge asset cuz this just gives you so much. Leverage is it as an organization companies? Your partners are customers. Thank you. Super excited and I should say that the partner in the ecosystem, here is unparalleled and our challenge. How do we provide and provide the Strategic vision and that practitioner level content. So we're going to let you know what? That's what works committed to is, making sure
that are practitioners get everything, they need every every area of expertise as well as making sure we're conveying our business story for you as we get through this crisis. Soon, hybrid comes back and for events certainly but it's a CMO that the next-gen story, you know, have a chief customer officer. We interviewed him as well. The next level, what's your goal? What are you trying to accomplish? When you got a lot of things going on? Certainly a big story to tell lot of ingredients that the kind of cook a great, great
story here. What's your goals? I see him over the next year. my goal is to help Drive the business transformation and you've heard it from it from others at this point, from being a license on front company to being a multi Cloud, modern fast company that and that means modernizing the way we do marketing, which they will, what is that mean, it means customer-focused customer lifecycle Marketing in the agility, being able to actually used to drive how we interact with customers and users so that they have some great
experiences and B2B marketing as you may or may not have noticed is boring and dull and I know I'm guilty of this. Do we get caught up in a lot of pain in the language and I am on a mission that we are going to do great B2B marketing that helps customers. Understand what we simply that's awesome. Yeah. Why should the consumer guys have all the fun right consumer simple. And with the secure ability and the world with covid-19 live ants like one of the big
surprises, we're going to be looking back at is how much it's opened up. Two more audiences, a new ways of modernizing, and taking advantage of that certainly with continent Community. You guys are well, positioned. Congratulations for great event. Thank you for coming on, and sharing your insights, and we'll keep in touch, and we'll try to make it exciting. Just too cute. Thank you, I appreciate it. Thank you, baby. Thank you. John virtual sets everywhere all around the world. Its Global. Thanks for watching.
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