Journey to the Future of Marketing – Jonathan Becher, CMO @SAP, The CMO Club Keynote
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Transcript of Journey to the Future of Marketing – Jonathan Becher, CMO @SAP, The CMO Club Keynote
Journey to the future Jonathan Becher, SAP Chief Marketing Officer
Twitter: @jbecher
© 2013 SAP AG. All rights reserved. 2
© 2013 SAP AG. All rights reserved. 3 We need to rethink the future.
Run business
in real time
3
Optimize
resources
An emerging
middle class
growing to 5
billion will strain already
diminishing resources
Use Big Data to your
advantage
Data doubling
every 18 months
will create new
opportunities and risks
for value creation
15 billion Web-
enabled devices
by 2013 will create a universe of
intelligence everywhere
1 billion people
in social networks will rewire business and
personal boundaries
More mobile
devices
than people will require fresh thinking
designed for an “always-
on” world
In a world of accelerated change, the collective result is an
unprecedented empowerment of people
© 2013 SAP AG. All rights reserved. 4
Imagine a better-run world where
innovation in technology can …
… While improving the
lives of people
everywhere
Power of the individual Inspire people to be their
best and connect with others
Help companies redefine their
business models, stay ahead
of change and innovate for
growth …
Next-generation business Enable businesses to run
like never before
Better-run world Business and life
Smarter, faster, simpler
© 2013 SAP AG. All rights reserved. 6
© 2013 SAP AG. All rights reserved. 7 Public
Create/amplify a consistent
message & orchestrate the
conversation
Synchronize experience across
all channels with customer at the
center
Marry the art & science
of marketing
© 2013 SAP AG. All rights reserved. 8
Shifting our marketing mindset
Activity focused
Existing
Mindset
Aspirational Mindset
Outcome focused
Simplifying marketing & linking to the business
Humanizing the brand & developing pull marketing
Simplifying marketing & investing in people
As a result, we may plateau early &
achieve less than our full potential.
As a result, we reach ever higher
levels of achievement.
Highly optimized
functional silos
Helping sales sell
One marketing high-
performance team
Helping sales sell AND
helping our audiences buy
© 2013 SAP AG. All rights reserved. 9
SAP Marketing – pillars of transformation
2. Humanize the
SAP Brand
5. Tighten Links
to the Business
4. Develop Pull
Marketing
3. Invest in
People
1. Simplify
Marketing
Amplify Voice of the Market
Drive Business Impact for SAP
© 2013 SAP AG. All rights reserved. 10
250 attendees
Rating 4.7
10 attendees
Rating 3.9
© 2013 SAP AG. All rights reserved. 11
250 attendees
Rating 4.7
5 deals closed = 20m €
10 attendees
Rating 3.9
2 deals closed = 70m €
© 2013 SAP AG. All rights reserved. 12
Social listening
Although solution mentions leveled
off in Twitter + blogs, competitor
volumes dropped and we doubled
their volume in day 4.
Day 3
Day 4
Speaker’s Name/Department (delete if not needed)
Month 00, 2013
Alternate Presentation Title
Subtitle placeholder
© 2013 SAP AG. All rights reserved. 14 Public
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