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Journey to the Future of Marketing – Jonathan Becher, CMO @SAP, The CMO Club Keynote

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In a world of accelerated change, Chief Marketing Officer of SAP, Jonathan Becher explains that three trends are causing marketers to rethink the future and make fundamental transformations to their …

In a world of accelerated change, Chief Marketing Officer of SAP, Jonathan Becher explains that three trends are causing marketers to rethink the future and make fundamental transformations to their business. He urges CMOs to embrace the changes, which have led to an unprecedented empowerment of people. Learn more about the journey to the future for CMOs by viewing this presentation and following Jonathan on Twitter @jbecher.

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  • 1. Journey to the futureJonathan Becher, SAP Chief Marketing OfficerTwitter: @jbecher
  • 2. © 2013 SAP AG. All rights reserved. 2
  • 3. In a world of accelerated change, the collective result is anunprecedented empowerment of people An emerging 1 billion people 15 billion Web- Data doubling More mobile middle class in social networks enabled devices every 18 months devices growing to 5 will rewire business and by 2013 will create new than people personal boundaries will create a universe of opportunities and risks will require fresh thinking billion intelligence everywhere for value creation designed for an “always- will strain already on” world diminishing resources Optimize Use Big Data to your Run business resources advantage in real time 3 © 2013 SAP AG. All rights reserved. We need to rethink the future. 3
  • 4. Imagine a better-run world whereinnovation in technology can … Help companies redefine their … While improving the business models, stay ahead lives of people of change and innovate for Better-run world everywhere growth … Business and life Smarter, faster, simpler Next-generation business Power of the individual Enable businesses to run Inspire people to be their like never before best and connect with others © 2013 SAP AG. All rights reserved. 4
  • 5. © 2013 SAP AG. All rights reserved. 6
  • 6.  Synchronize experience across all channels with customer at the center  Create/amplify a consistent message & orchestrate the conversation  Marry the art & science of marketing© 2013 SAP AG. All rights reserved. Public 7
  • 7. Shifting our marketing mindset Existing Aspirational Mindset Mindset Simplifying marketing & linking to the business Activity focused Outcome focused Humanizing the brand & developing pull marketing Helping sales sell AND Helping sales sell helping our audiences buy Simplifying marketing & investing in people Highly optimized One marketing high- functional silos performance team As a result, we may plateau early & As a result, we reach ever higher achieve less than our full potential. levels of achievement.© 2013 SAP AG. All rights reserved. 8
  • 8. SAP Marketing – pillars of transformation Amplify Voice of the Market 1. Simplify 2. Humanize the 3. Invest in 4. Develop Pull 5. Tighten Links Marketing SAP Brand People Marketing to the Business Drive Business Impact for SAP© 2013 SAP AG. All rights reserved. 9
  • 9.  250 attendees  10 attendees Rating 4.7  Rating 3.9© 2013 SAP AG. All rights reserved. 10
  • 10.  250 attendees  10 attendees Rating 4.7  Rating 3.95 deals closed = 20m € 2 deals closed = 70m €© 2013 SAP AG. All rights reserved. 11
  • 11. Social listening Day 3 Although solution mentions leveled off in Twitter + blogs, competitor volumes dropped and we doubled their volume in day 4. Day 4© 2013 SAP AG. All rights reserved. 12
  • 12. Alternate Presentation TitleSubtitle placeholderSpeaker’s Name/Department (delete if not needed)Month 00, 2013
  • 13. Let’s continue the conversation• Twitter @jbecher• LinkedIn Today• Forbes© 2013 SAP AG. All rights reserved. Public 14