In 2012, many brands are facing the realization that customers have become smarter than us. They are finding valuable information about our products from the web, from their peers but more importantly, not from us. Our outbound marketing tactics still make up a large majority of our marketing mix and they are rapidly becoming less effective. Our marketing employees are not equipped with the skills and experience to create marketing that meets customer needs. In this session, Michael Brenner will describe how SAP is transforming its marketing organization into a more customer focused function that is adding value across the entire business using content strategy and effective content marketing techniques.