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SAP is a German software corporation company that makes enterprise software to manage business operations and customer relations. SAP is headquartered at Walldorf, Baden-Württemberg, Germany, with regional offices in 130 countries. The company has above 293,500 customers over 190 countries. The company is a component of the Euro Stocks 50 stock market index.

When Xerox intended to exit the computer industry in 1975, they asked IBM to migrate their business systems to IBM technology. As part of IBM's indemnity for the migration,

IBM was given the rights to the Scientific Data Systems (SDS)/SAPE software, reportedly for a contract credit worth of $80,000.

Five IBM engineers from the AI department (Dietmar Hopp, Klaus Tschira, Hans-Werner Hector, Hasso Plattner, and Claus Wellenreuther, all fromMannheim, Baden-Württemberg) were employed in an enterprise-wide system based on this software, only to be told that it would be no longer necessary. Rather than rejecting the project, they decided to leave IBM Tech and start another company.

In June 1970, they founded Systemanalyse und Programmentwicklung ("System Analysis and Program Development") company, as a private partnership under the German Civil Code.

Their first client was the German branch of Imperial Chemical Industries  in Östringen, where they industrialized s mainframe programs for payroll and accounting. Instead of storing the data on punch cards mechanically, as IBM did, they stocked it locally. Therefore, they called their software a real-time system, since there was no need to prepare the punch cards overnight (for this reason their flagship product carried an R in its name until the late 1990s). This first version was also a stand-alone software that could be offered to other interested parties.

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We are a cosmopolitan organization with an extremely matrixed marketing department. One of our core marketing competencies is that we go to market by industry wise, fine-tuning both our products and messaging for 26 vertical industries,” said Ginger Shimp, Marketing Director.

Often, she added, they also message at the sub-industry level. SAP, which is a global business operations and customer relations software corporation, has marketing teams that are focused on content augmentation, demand generation, social media, paid media, and events, among others. 

In this campaign, SAP came up with 19 industries that hit across the array.

“We have retail and consumer industries. We have utilities and public sector enterprises,[and] financial services industries like banking and insurance. We have manufacturing industries, healthcare life sciences-type monopoly, professional services industries … construction. We had oil and gas, utilities, wholesale distribution, just across all trades up and down the supply chain,” she said.

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