David Lapp: Driving Revenue Marketing Transformation at BMC Software
David Lapp is a seasoned marketing leader recognized for his ability to align marketing strategy with sales performance and business growth. Currently serving as Vice President of Revenue Marketing at BMC Software, Lapp brings more than two decades of experience in technology, cloud solutions, and digital marketing transformation. His career trajectory spans leadership roles in multinational corporations like IBM, innovative contributions in startups such as KVLabs, and academic credentials from prestigious institutions, including The University of North Carolina’s Kenan-Flagler Business School and The Johns Hopkins University.
This article explores his professional journey, leadership approach, and impact across industries, while also highlighting his education, achievements, and connections to Chapel Hill.
Career at BMC Software
Spearheading Revenue Marketing
Since October 2023, David Lapp has been spearheading the evolution of BMC’s marketing operations. In his role, he integrates traditional demand generation, digital marketing, content strategy, and marketing technology to create a unified demand strategy that directly supports sales alignment. His approach focuses on building scalable marketing programs to meet revenue objectives while optimizing modern digital channels.
Strategic Initiatives
One of Lapp’s notable initiatives at BMC is leading the strategic overhaul of BMC.com, ensuring the company’s online presence meets the latest market and customer engagement trends. He also emphasizes building a data-driven culture within marketing operations, enabling the team to make informed decisions aligned with business goals.
By collaborating closely with product marketing, sales teams, and account managers, Lapp ensures that marketing strategies are in sync with pipeline and revenue objectives. His work in optimizing BMC’s martech stack further enhances operational efficiency, providing the foundation for long-term growth.
Legacy at IBM
Global Vice President Roles
Before joining BMC, David Lapp dedicated over 16 years to IBM, rising through multiple senior positions. As Global Vice President of IBM Technology Demand Generation & Digital Marketing, he centralized and streamlined demand generation across IBM’s vast technology portfolio, covering software, cloud, and systems.
Leadership in Cloud Marketing
From 2018 to 2020, he served as Global Vice President/CMO of IBM Cloud Platform Marketing, leading a team of over 100 marketing professionals. Under his leadership, the IBM Cloud brand underwent a significant transformation based on market research and customer insights, leading to a modernized messaging strategy and a robust inbound marketing approach aligned with SEO and paid media strategies.
Other Key Roles at IBM
Earlier in his IBM career, Lapp served as Vice President of Marketing for IBM Cloud North America, Director of Global Technology Services & Cloud Marketing, and Manager of SOA Product Marketing. His work included integrating major acquisitions like SoftLayer, launching innovative cloud marketing programs, and developing the award-winning INN0V8 business simulation project.
Early Career and KVLabs Experience
Startup Innovation
Before his IBM tenure, David Lapp gained valuable experience in the startup world as Product Manager at KVLabs, a venture-backed enterprise software company. He led multiple product releases, developed pricing models, and negotiated strategic partnerships that significantly increased reseller agreements.
Other Early Roles
Lapp also worked at HCIA as a product manager in healthcare analytics, where he contributed to the growth of a significant clinical decision support software line into a $17 million business. These roles honed his product development, market analysis, and partnership-building skills—capabilities that would later define his corporate leadership style.
Education and Connection to Chapel Hill
Kenan-Flagler Business School
David Lapp earned his MBA in Entrepreneurship and Finance from the UNC Kenan-Flagler Business School in Chapel Hill, North Carolina. While there, he was active in the Entrepreneurship Club and competed in the Venture Capital Case Competition. He also participated in a global immersion program in Southeast Asia, broadening his perspective on international business.
The Johns Hopkins University
Lapp’s academic foundation includes a Bachelor’s degree in Economics and International Relations from The Johns Hopkins University, complemented by a year of study at SAIS Italy, an international graduate institute. This combination of economics, global affairs, and business training has shaped his strategic, market-focused approach to marketing leadership.
Honors and Awards
Datamation Product of the Year
In 2007, David Lapp led the INN0V8 program at IBM, a groundbreaking 3D business simulation that merged gaming with enterprise education. The project won the Datamation Product of the Year Award in the Business IT Alignment category and was adopted by over 100 universities worldwide. This achievement reflects Lapp’s ability to merge creativity with business strategy to deliver industry-recognized results.
Professional Skills and Expertise
Digital Transformation Leadership
Lapp is known for guiding marketing teams through digital transformation, leveraging cloud-based technologies to drive innovation. He consistently aligns marketing strategies with sales and business objectives, ensuring cohesive execution across all channels.
Core Competencies
- Digital Strategy – Designing integrated marketing frameworks for global enterprises.
- Demand Generation – Creating scalable pipelines that convert leads into revenue.
- Growth Marketing – Driving year-over-year business expansion.
- Executive Management – Leading large, cross-functional marketing teams.
- Product-led Growth – Integrating product value into marketing narratives.
- Content Strategy – Crafting messaging that resonates with target audiences.
- Marketing Technology Optimization – Maximizing martech stack efficiency for performance gains.
Connection to Chapel Hill’s Innovation Ecosystem
David Lapp’s time at UNC’s Kenan-Flagler not only gave him academic credentials but also connected him to Chapel Hill’s vibrant innovation and business community. This area is known for producing leaders in technology, healthcare, and entrepreneurship, and Lapp’s career reflects the spirit of adaptability, strategic thinking, and global perspective that the region fosters.
Impact and Leadership Philosophy
Hands-On Leadership
Lapp describes himself as a hands-on cloud marketing executive who leads by example. His approach combines deep listening, critical thinking, and decisive action—a style that resonates well in fast-paced industries where speed and adaptability are essential.
Alignment Between Marketing and Sales
One of his hallmarks is the relentless pursuit of alignment between market needs, sales teams, and business strategy. By bridging these areas, he ensures that marketing is not just a promotional function but a critical driver of revenue.
Looking Ahead at BMC Software
At BMC Software, David Lapp’s work is centered on modernizing marketing strategy, driving measurable revenue growth, and strengthening the company’s global presence. With his extensive IBM experience, startup agility from KVLabs, and strong educational foundation, he is well-positioned to lead BMC through the evolving digital marketing landscape.
His leadership in upcoming projects, like the BMC.com redesign, reflects a commitment to innovation, operational excellence, and a customer-first mindset—qualities that will likely define his continued success in the years ahead.
Conclusion
David Lapp’s career is a testament to the power of combining strategic vision with hands-on execution. From shaping IBM’s global cloud marketing strategies to leading revenue marketing transformation at BMC Software, he has consistently delivered results that align business goals with customer engagement. His education from UNC Kenan-Flagler and Johns Hopkins, experience in both corporate giants and startups, and industry recognition through awards like Datamation’s Product of the Year highlight a leader who understands both the art and science of marketing.
With his deep roots in Chapel Hill’s business ecosystem, his track record in digital transformation, and his proven ability to scale marketing operations globally, David Lapp continues to stand out as a force in the evolving landscape of technology marketing.
