sap's digital transformation to run simple: how a ... · session title maggie fox sr. vice...

Session Title

MAGGIE FOXSr. Vice President of SAP Experience, Global MarketingSAP

SAP's Digital Transformation to Run Simple: How a streamlined online presence accelerated development and testing

Maggie FoxSr. Vice President of SAP Experience, Global MarketingSAP

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Agenda

1. What is digital transformation?

2. What was SAP’s challenge?

3. What we did and what we learned.

4. Why marketing is strategy.

Robots - Justin Morgan -

https://www.flickr.com/photos/jmorgan/

https://www.flickr.com/photos/jmorgan/

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What does digital

transformation really mean?

Digital Transformation

My neighbor digitally transformed

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SAP experience

Our Mandate:

relevancenoun rel·e·vance \ˈre-lə-vən(t)s\

The right thing, in the right place, at the right time, in order to meet audience information needs and

drive revenue.

We shape a relevant, simple and engaging

SAP experience, and we do it digital first.

Our Mission:

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SAP’s own digital transformation

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ONE Digital Experience (1DX)Delivering the Best Digital Experience

in the World

SAP’s own digital transformation

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ONE Digital Experience (1DX)

This is a conversation about SAP’s digital transformation.

It’s not a marketing issue, but a business issue

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We need to make it easy for anyone to do business with SAP online. This means providing one digital experience that helps our internal and external audiences complete their tasks and accomplish theirgoals, not an experience that reflects SAP’s complexity and organizational silos. By delivering value to our audiences we will be relevant throughout the customer decision journey.

ONE Digital Experience December 2013:

Our first Steering Committee Meeting, we’re given a board mandate.

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ONE Digital Experience


December 2013:

Our first Steering Committee Meeting, we’re given a board mandate.

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ONE Digital Experience

• 57% of the customer decision journey happens

before getting on the phone with a sales rep

• 80% of B2B sales involve a search

January 2014:

Introducing ONE Digital Experience to the company.

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ONE Digital ExperienceJanuary 2014:

Introducing ONE Digital Experience to the company.

Thanks “Jim”

Bill

• 57% of the customer decision journey happens

before getting on the phone with a sales rep

• 80% of B2B sales involve a search

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SAP internal reality

• SAP SEO Team

• Global Syndication Team

• Content Account Managers (CAMS)

• Digital Platform

• Business Teams

• Solution Marketers

• Studio SAP

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Customer

* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.

Customer experience map*

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Customer


Customer experience map*Identify needs and opportunities

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Customer



1

Take action2

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Customer



1

Take action2

3 Scope and buy software

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Customer



1

Take action2


Implement software and business processes

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Customer



1

Take action2



4

Maintain and support

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Customer



1

Take action2



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Maintain and support

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Measure success6

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SAP’s own digital transformationTwo major initiatives:

• ONE Digital Experience is nimble, highly accountable and will deliver results quickly and often

• Success depends on team’s commitment to execution andagility

February 2014:

Steering Committee Meeting: The culture-setting is beginning.

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The importance of quick wins

March 2014:

We commit to immediate results: website shutdowns.

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Communicate, communicate, communicate

• Over 2,400 people subscribed to our email update list

• Almost 2,100 members on our internal SAP Jam collaboration site Building the

conditions for success.

March 2014:

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“Culture eats strategy.”

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John P. Kotter’s “Eight Principles”

1. Increase urgency

2. Build the guiding team

3. Get the vision right

4. Communicate for buy-in

5. Empower action

6. Create short-term wins

7. Don’t let up

8. Make change stick

Change management is pivotal

Building the conditions for success.

March 2014:

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40% reduction in our online complexity, setting the bar high.

ONE Digital Experience: Mandate

July 2014:

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July 2014:

• We will deliver the best digital experience in the world,simplifying SAP’s online presence and making it easy for customers to find and act on the information they need.

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July 2014:


• We will deliver a consistent digital experience that provides clear direction, relevant content and the features and functionality that our audience expects.

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• We will deliver a consistent digital experience that provides clear direction, relevant content and the features and functionality that our audience expects.

• We will make it easy for anyone to do business with SAP online.

July 2014:


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Cost avoidance*

• Estimation / projections provided by Marketing and IT; For indication purposes only. See appendix for more details

• $120k from retired Web properties

• $200k of not spent SEO budget for traffic re-direct from former

mirror pages to SAP.com

• 100k of internal effort saved

• $3 million microsite cost avoidance Q2/3

}

$3.4 million of cost avoidance in 2014

50% reduction in our online complexity. We embody “Run Simple.”

Results: Reduction in the number of websites

September 2014:

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75% faster development timelines at 20% the cost*

Prototypes for tests produced 40% faster at 3% the cost

85% reduction in user research fees

Streamlining and accelerating development and testing

Results: Simplifying our digital experience


September 2014:

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Starting with our Solution Portfolio

The past:

• Key sites like SAP.com and Solution Explorer display drastically different content for the same offerings

• Solution information on 10+ websites

• Gaps between what customers are looking for and what we provide

Results: Improving the experience


September 2014:

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Results: Redesigned HR Solution Portfolio Single source of truth

Localized copywriting for relevancy to local market

Localized call-to-action links to encourage engagement

Localized imagery to portray sense of familiarity


September 2014:

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Just for Fun: Legacy workflow

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Just for Fun: Legacy workflow

Content was reviewed at least eight times.

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How we shifted to run simple

50% + reduction in our online complexity. We’re about to launch our new digital experience.

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1Changing our processes and team structure

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2Shift in development methodology (waterfall to agile)


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Changing development

partners

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Changing development

partners

Implementation of Adobe Experience Manager on HCP

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1Changing our processes and team structure 50% +

reduction in our online complexity. We’re about to launch our new digital experience.

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Introducing the new

SAP digital experience


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Post-Launch: Keeping the momentum going

61% reduction in our online complexity,keeping the momentum going.

March 2015:

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ONE Digital ExperienceYear 2 of our 3+ Year Board-Mandated Transformation Project

SAP’s new digital experience previews: SAPPHIRE NOW 2014

ONE Digital Experience full launchJanuary 2015

Complete Customer Experience including localization for 47 countries 2015

Next Gen Community, Developer, Partner, Support Portal, Store, Legacy shutdown 2016

1DX: Running Simple

New Digital Experience: Dramatically simplified navigation and UX

reduction in websites – 608 to 113

82% 75% faster Web development at

the costreduction in social channels

37% Localized content now in-market

60%20% faster

33.2%of Marketing leads created from a Digital related activity

Best mobile designIndustry recognition for Digital Experience

Benchmarking isunderway, and we haveset the bar very high

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Surviving and thriving

• Marketing is strategy.

• There is no “standard” digital transformation.

• Change is hard.

• Do it right and you’ll lead the business.

Thank YouMaggie Fox@maggiefox

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