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

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