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©2011 SAP AG. All rights reserved. 
1 
SAP Fast Facts 
SAP Impact and Facts 
See how SAP helps companies all over the world Run Simple.
Fred Isbell Senior Director, Field Engagement Team SAP Services Marketing 
Navigating the “New Normal” – Meeting the Challenges of the Modern Marketer 
September 2014
©2011 SAP AG. All rights reserved. 
3 
An Introduction to SAP 
Run simple.
SAP strategy 
SAP Cloud powered by SAP HANA 
Run simple. = Cloud + SAP HANA
©2011 SAP AG. All rights reserved. 
5 
About Fred Isbell 
Senior Director, Regional Engagement, Planning and Demand Management for Services Marketing 
Joined SAP 2000 as Director North America SMB Channels Marketing 2000-2004 
Senior Director NA Marketing Services Marketing 2004-2012 
Solutions and Services Marketing Compaq Computer/Digital Equipment Corporation 1988-2000 
Senior Consultant, Burke Marketing Services and IRI 1985-1988 
BA Economics & Political Science Yale and MBA Marketing Duke; Duke/Fuqua Scholar 
30th Reunion Spring 2015
©2011 SAP AG. All rights reserved. 
6 
Agenda 
The “New Normal” and The Modern Marketer 
Navigating the “New Normal”: Transformational Technology 
Navigating Marketing Technology 
Becoming a Modern Marketer: Embracing the “New Normal” 
SAP: The brand and company behind Run Simple & Fast Facts 
Q&A and Discussion
Welcome to the “New Normal”
©2011 SAP AG. All rights reserved. 
8 
Modern Marketing is Happening NOW
©2011 SAP AG. All rights reserved. 
9 
Introduction: Enter the Era of the “Modern Marketer”
©2011 SAP AG. All rights reserved. 
10 
Introduction: Enter the Era of “Modern Marketing” 
Source: Sirius Decisions 2014
©2011 SAP AG. All rights reserved. 
11 
Changes Driving The Modern Marketer and Current Gaps 
Gaps in Modern Marketing 
Changes Driving the Modern Marketer 
Source: “Defining the Modern Marketer: From Real to Ideal”, Eloqua 2013 
-9% 
-8% 
-7% 
-5% 
-5%
Navigating the “New Normal”: Transformational Technology 
There are three kind of people: those that make it happen, those that watch it happen, and those that say “what the heck just happened” 
Which will you be?
©2011 SAP AG. All rights reserved. 
13 
Why do we need to understand new technology and innovations? 
Bill McDermott SAP CEO January 2013 
Bill’s Advice: "Get involved with technology. No matter what you choose to do in your field of endeavor, technology will be in one form or another the basis for the business model”. 
http://www.youtube.com/watch?v=KT0AYWWGtS0&feature=youtu.be
©2011 SAP AG. All rights reserved. 
14 
My Information Technology (IT) Evolution 
IBM 3270 Terminal 
Compaq “Portable” 
My Tech Stack c.2013 
Desktop Laptop iPAQ PDA
©2011 SAP AG. All rights reserved. 
15 
IDC Perspective: The Third Platform 
1st -Mainframe and terminals 
2nd - LAN/Internet and Client/Server and PCs and fueled last 25 years of growth 
3rd - Mobile, Social, Big Data and Cloud 
New solutions will be built upon this – and this is the source of most of the new growth we will experience
©2011 SAP AG. All rights reserved. 
16 
The Third Platform is all about Scale: From thousands to millions to trillions! 
Dimensions: 
Users 
Devices 
Applications 
Data & Content
©2011 SAP AG. All rights reserved. 
17 
Gartner Perspective: The Nexus of Forces 
“The Nexus of Forces is the convergence and mutual reinforcement of social, mobility, cloud and information patterns that drive new business scenarios. Although these forces are innovative and disruptive on their own; together they are revolutionizing business and society, disrupting old business models and creating new leaders. The Nexus is the basis of the technology platform of the future.” 
Source: Gartner 2013
©2011 SAP AG. All rights reserved. 
18 
Cloud 
Abundance of cost- effective computational power and storage 
Mobile 
The new de facto standard in business interaction 
Social Connected business and social networks 
Big Data 
Real-time analytic for behavioral and predictive insights 
More than 60% of CEOs expect 15-50% of their earnings growth in the next 5 years to come from technology-enabled business innovations. 
– McKinsey study, 2013 
” 
“ 
Transformational Technologies offer significant potential to drive business innovation
©2011 SAP AG. All rights reserved. 
19 
Transformational Technologies: Cloud Computing 
Software as a Service (SaaS) 
Platform as a Service (Paas) 
Infrastructure as a Service (IaaS) 
Public Cloud and Private Clouds 
Collaboration & Business Networks
©2011 SAP AG. All rights reserved. 
20 
Transformational Technologies: Mobile 
Where’s the market growth? Not in Laptops and PCs -- in Tablets and Mobile Devices 
Consumerization of IT 
“Bring Your Own Device” (BYOD) 
Huge and Amazing Growth Opportunity 
Mobile-ready content and the new buyers journey 
Evolution?
©2011 SAP AG. All rights reserved. 
21 
Transformational Technologies: Social Media and Social Marketing 
Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially) 
A variation known as Reed’s Law speaks specifically to the utility obtained from scaling social networks 
Pull Marketing versus Push 
Best Practices: Learn, Observe, Listen, Jump in and Actively Participate 
Blurs the line between work and private life, get used to it, it’s not going away! 
“Chief Marketing Officers say social media spending as a percentage of marketing budgets will more than double over the next 5 years” Duke CMO Study February 2013
©2011 SAP AG. All rights reserved. 
22 
Best Practices in Marketing Transformation Jonathan Becher SAP CMO 
blogs.sap.com/jonathanbecher/ Twitter: @jbecher www.linkedin.com/in/jbecher 
SAP Marketing Pillars 
Jonathan Becher Chief Marketing Officer at SAP Duke MS Computer Science UVA BS Computer Science 
Three Must-Do's For The Modern Marketer: 
1.Embrace Next-Generation Skills 
2.Measure What Matters 
3.Walk A Mile In Your Customers' Shoes 
#22 Social Media Magazine Top CMOs on Twitter
©2011 SAP AG. All rights reserved. 
23 
Transformational Technologies Big Data and Analytics 
Navigating the Data and Information Explosion 
Business Intelligence 
Rise of the Information Worker 
Real-Time Information Access 
Big Data on top of Next- Generation Database Technology is the new “Killer App” 
Dashboards 
Predictive Analytics 
“Father of BI” Howard Dresner 
http://sap.fantasy.nfl.com/ 
German Futball Association World Cup 2014 
Michele Chambers, President & COO RapidMiner Duke/Fuqua MBA
©2011 SAP AG. All rights reserved. 
24 
Best Practices in Technology Adoption: SAP Runs SAP 
SAP HANA 
Cloud 
Mobile 
Analytics 
Database / Technology 
Applications 
SAP Runs 
“We are the second largest user of iPads globally” 
•SAP Business Suite powered by SAP HANA 
•SAP CRM on HANA 
•In-Memory Analytics with SAP HANA 
•BI & Visual Intelligence 
•SAP Data Services 
•Global Foundation for Innovation 
•Best Practices 
•Rapid Deployment with SAP RDS 
•Access to SAP Consulting bench
©2011 SAP AG. All rights reserved. 
25 
SAP and the Transition to the 3rd Platform 
SAP and the Transition to the 3rd Platform 
“SAP, in its 40-year history, has made the journey from the 1st Platform (mainframes) to the 2nd Platform (client/server) and is laying the groundwork to shift to the 3rd Platform. SAP now delivers a growing portfolio of 3rd Platform applications. In support of these offerings, SAP also provides a set of targeted, fixed-priced, and scoped packages called SAP Rapid Deployment Solutions to address the challenges for organizations in transitioning to the 3rd Platform.” 
-- Henry Morris Senior VP, Worldwide Software and Services Research, IDC
©2011 SAP AG. All rights reserved. 
26 
Solution Deployment and The “New Normal”: The Best of SAP, Fast & Simple 
Outcome Based Services and SAP Assemble to Order (A2O) 
Assembly of multiple SAP Rapid Deployment Solutions + a comprehensive methodology = ability to implement faster than traditional implementations 
Enables project success, mitigate risks, deliver projects in weeks & reduced timeframe & at lower total cost of implementation
Navigating Marketing Technology
©2011 SAP AG. All rights reserved. 
28 
Making Sense of Marketing Technology and the Rise of the Digital CMO 
“The CMO is expected to spend more on technology than the CIO by 2017” – Gartner 2013 
“Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. Why? Because more often than not, it’s the CMO who is expected to drive this digital transformation, which is deeply dependent on technology “ – Harvard Business Review 2013
©2011 SAP AG. All rights reserved. 
29 
Navigating the Marketing Technology Landscape 
Recommendations to focus your Learning upon: 
Customer Relationship Management (CRM) 
Marketing Automation 
Marketing Dashboards 
Digital Media 
Big Data, Analytics & Visualization 
Predictive Analytics 
Marketing Technology Landscape 
Source: Scott Brinker @chiefmartec http://www.chiefmartec.com and Lumascape
Becoming a Modern Marketer: Embracing the “New Normal”
©2011 SAP AG. All rights reserved. 
31 
Embrace The Future: The Buyer’s Journey Unites and Aligns Sales and Marketing 
How this is different: 
No implicit hand-offs between sales and marketing 
Majority of exploration done on-line before talking to a sales rep 
Introduces new content requirements – importance of mobile- ready content 
Departure from traditional “Marketing funnel” 
Source: IDC 2013
©2011 SAP AG. All rights reserved. 
32 
Sirius Decisions Perspective on Modern Marketing 
Source: Sirius Decisions 2014 
Modern B-to-B Marketing is Insightful and Focused
SAP: The brand and company behind Run Simple & Fast Facts
©2011 SAP AG. All rights reserved. 
34 
For over 40 years, SAP has helped businesses run better and improve people’s lives everywhere 
SAP is Recognized as an Employer of Choice
©2011 SAP AG. All rights reserved. 
35 
The Value of a Company Brand: SAP 
SAP Top 25 Brand World-Wide 
“Branding strategies, brand performance and firm's business performance are found to be positively correlated with stock increase”. - Phillip Kotler Journal of Business & Industrial Marketing 
Brand Value vs. Market Cap 
Source: www.interbrand.com
©2011 SAP AG. All rights reserved. 
36 
First A Word From Our Sponsors ….. 
SAP Impact program – Future Leaders in Training 
Top Talent MBA Candidates 
Prepare for SAP Corporate and GCO roles via two tracks; hands-on, rotational program 
Posted on Fuqua job posting site 
Focused on MBA Second Years and posting scheduled to close on 10- 10-14 
SAP is Recognized as an Employer of Choice
©2011 SAP AG. All rights reserved. 
37 
First some Quiz Questions – and Prizes! 
1.What is the annual revenue of SAP in USD? 
2.What is the SAP Top Brand Rank? What study is this from? 
3.What are the three generations of the 3rd platform concept? What firm coined this term? 
4.What was Fred Isbell’s first “real” computer while at Duke/Fuqua? 
5.What are the four Transformational Technologies? 
6.Who from SAP spoke at the Fuqua Distinguished Speaker series a year ago (hint: not me!) and his son attends Duke? 
7.What year will CMOs spend more than CIOs according to Gartner? 
8.Who is the CMO of SAP? What school did he get his masters from and in what discipline? 
9.True or False the buyers journey is the same as the marketing funnel? 
10.What does “Run Simple" consist of?
Discussion and Q&A
Thank You! 
Fred Isbell Senior Director, SAP Services Marketing 
fred.isbell@sap.com 
www.sap.com/services 
Twitter: Fmisbell Facebook: Fred M Isbell 
Linked In: www.linkedin.com/pub/fred- isbell/0/827/903Edit

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SAP Marketing Leader Shares Insights on Modern Marketing

  • 1. ©2011 SAP AG. All rights reserved. 1 SAP Fast Facts SAP Impact and Facts See how SAP helps companies all over the world Run Simple.
  • 2. Fred Isbell Senior Director, Field Engagement Team SAP Services Marketing Navigating the “New Normal” – Meeting the Challenges of the Modern Marketer September 2014
  • 3. ©2011 SAP AG. All rights reserved. 3 An Introduction to SAP Run simple.
  • 4. SAP strategy SAP Cloud powered by SAP HANA Run simple. = Cloud + SAP HANA
  • 5. ©2011 SAP AG. All rights reserved. 5 About Fred Isbell Senior Director, Regional Engagement, Planning and Demand Management for Services Marketing Joined SAP 2000 as Director North America SMB Channels Marketing 2000-2004 Senior Director NA Marketing Services Marketing 2004-2012 Solutions and Services Marketing Compaq Computer/Digital Equipment Corporation 1988-2000 Senior Consultant, Burke Marketing Services and IRI 1985-1988 BA Economics & Political Science Yale and MBA Marketing Duke; Duke/Fuqua Scholar 30th Reunion Spring 2015
  • 6. ©2011 SAP AG. All rights reserved. 6 Agenda The “New Normal” and The Modern Marketer Navigating the “New Normal”: Transformational Technology Navigating Marketing Technology Becoming a Modern Marketer: Embracing the “New Normal” SAP: The brand and company behind Run Simple & Fast Facts Q&A and Discussion
  • 7. Welcome to the “New Normal”
  • 8. ©2011 SAP AG. All rights reserved. 8 Modern Marketing is Happening NOW
  • 9. ©2011 SAP AG. All rights reserved. 9 Introduction: Enter the Era of the “Modern Marketer”
  • 10. ©2011 SAP AG. All rights reserved. 10 Introduction: Enter the Era of “Modern Marketing” Source: Sirius Decisions 2014
  • 11. ©2011 SAP AG. All rights reserved. 11 Changes Driving The Modern Marketer and Current Gaps Gaps in Modern Marketing Changes Driving the Modern Marketer Source: “Defining the Modern Marketer: From Real to Ideal”, Eloqua 2013 -9% -8% -7% -5% -5%
  • 12. Navigating the “New Normal”: Transformational Technology There are three kind of people: those that make it happen, those that watch it happen, and those that say “what the heck just happened” Which will you be?
  • 13. ©2011 SAP AG. All rights reserved. 13 Why do we need to understand new technology and innovations? Bill McDermott SAP CEO January 2013 Bill’s Advice: "Get involved with technology. No matter what you choose to do in your field of endeavor, technology will be in one form or another the basis for the business model”. http://www.youtube.com/watch?v=KT0AYWWGtS0&feature=youtu.be
  • 14. ©2011 SAP AG. All rights reserved. 14 My Information Technology (IT) Evolution IBM 3270 Terminal Compaq “Portable” My Tech Stack c.2013 Desktop Laptop iPAQ PDA
  • 15. ©2011 SAP AG. All rights reserved. 15 IDC Perspective: The Third Platform 1st -Mainframe and terminals 2nd - LAN/Internet and Client/Server and PCs and fueled last 25 years of growth 3rd - Mobile, Social, Big Data and Cloud New solutions will be built upon this – and this is the source of most of the new growth we will experience
  • 16. ©2011 SAP AG. All rights reserved. 16 The Third Platform is all about Scale: From thousands to millions to trillions! Dimensions: Users Devices Applications Data & Content
  • 17. ©2011 SAP AG. All rights reserved. 17 Gartner Perspective: The Nexus of Forces “The Nexus of Forces is the convergence and mutual reinforcement of social, mobility, cloud and information patterns that drive new business scenarios. Although these forces are innovative and disruptive on their own; together they are revolutionizing business and society, disrupting old business models and creating new leaders. The Nexus is the basis of the technology platform of the future.” Source: Gartner 2013
  • 18. ©2011 SAP AG. All rights reserved. 18 Cloud Abundance of cost- effective computational power and storage Mobile The new de facto standard in business interaction Social Connected business and social networks Big Data Real-time analytic for behavioral and predictive insights More than 60% of CEOs expect 15-50% of their earnings growth in the next 5 years to come from technology-enabled business innovations. – McKinsey study, 2013 ” “ Transformational Technologies offer significant potential to drive business innovation
  • 19. ©2011 SAP AG. All rights reserved. 19 Transformational Technologies: Cloud Computing Software as a Service (SaaS) Platform as a Service (Paas) Infrastructure as a Service (IaaS) Public Cloud and Private Clouds Collaboration & Business Networks
  • 20. ©2011 SAP AG. All rights reserved. 20 Transformational Technologies: Mobile Where’s the market growth? Not in Laptops and PCs -- in Tablets and Mobile Devices Consumerization of IT “Bring Your Own Device” (BYOD) Huge and Amazing Growth Opportunity Mobile-ready content and the new buyers journey Evolution?
  • 21. ©2011 SAP AG. All rights reserved. 21 Transformational Technologies: Social Media and Social Marketing Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially) A variation known as Reed’s Law speaks specifically to the utility obtained from scaling social networks Pull Marketing versus Push Best Practices: Learn, Observe, Listen, Jump in and Actively Participate Blurs the line between work and private life, get used to it, it’s not going away! “Chief Marketing Officers say social media spending as a percentage of marketing budgets will more than double over the next 5 years” Duke CMO Study February 2013
  • 22. ©2011 SAP AG. All rights reserved. 22 Best Practices in Marketing Transformation Jonathan Becher SAP CMO blogs.sap.com/jonathanbecher/ Twitter: @jbecher www.linkedin.com/in/jbecher SAP Marketing Pillars Jonathan Becher Chief Marketing Officer at SAP Duke MS Computer Science UVA BS Computer Science Three Must-Do's For The Modern Marketer: 1.Embrace Next-Generation Skills 2.Measure What Matters 3.Walk A Mile In Your Customers' Shoes #22 Social Media Magazine Top CMOs on Twitter
  • 23. ©2011 SAP AG. All rights reserved. 23 Transformational Technologies Big Data and Analytics Navigating the Data and Information Explosion Business Intelligence Rise of the Information Worker Real-Time Information Access Big Data on top of Next- Generation Database Technology is the new “Killer App” Dashboards Predictive Analytics “Father of BI” Howard Dresner http://sap.fantasy.nfl.com/ German Futball Association World Cup 2014 Michele Chambers, President & COO RapidMiner Duke/Fuqua MBA
  • 24. ©2011 SAP AG. All rights reserved. 24 Best Practices in Technology Adoption: SAP Runs SAP SAP HANA Cloud Mobile Analytics Database / Technology Applications SAP Runs “We are the second largest user of iPads globally” •SAP Business Suite powered by SAP HANA •SAP CRM on HANA •In-Memory Analytics with SAP HANA •BI & Visual Intelligence •SAP Data Services •Global Foundation for Innovation •Best Practices •Rapid Deployment with SAP RDS •Access to SAP Consulting bench
  • 25. ©2011 SAP AG. All rights reserved. 25 SAP and the Transition to the 3rd Platform SAP and the Transition to the 3rd Platform “SAP, in its 40-year history, has made the journey from the 1st Platform (mainframes) to the 2nd Platform (client/server) and is laying the groundwork to shift to the 3rd Platform. SAP now delivers a growing portfolio of 3rd Platform applications. In support of these offerings, SAP also provides a set of targeted, fixed-priced, and scoped packages called SAP Rapid Deployment Solutions to address the challenges for organizations in transitioning to the 3rd Platform.” -- Henry Morris Senior VP, Worldwide Software and Services Research, IDC
  • 26. ©2011 SAP AG. All rights reserved. 26 Solution Deployment and The “New Normal”: The Best of SAP, Fast & Simple Outcome Based Services and SAP Assemble to Order (A2O) Assembly of multiple SAP Rapid Deployment Solutions + a comprehensive methodology = ability to implement faster than traditional implementations Enables project success, mitigate risks, deliver projects in weeks & reduced timeframe & at lower total cost of implementation
  • 28. ©2011 SAP AG. All rights reserved. 28 Making Sense of Marketing Technology and the Rise of the Digital CMO “The CMO is expected to spend more on technology than the CIO by 2017” – Gartner 2013 “Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. Why? Because more often than not, it’s the CMO who is expected to drive this digital transformation, which is deeply dependent on technology “ – Harvard Business Review 2013
  • 29. ©2011 SAP AG. All rights reserved. 29 Navigating the Marketing Technology Landscape Recommendations to focus your Learning upon: Customer Relationship Management (CRM) Marketing Automation Marketing Dashboards Digital Media Big Data, Analytics & Visualization Predictive Analytics Marketing Technology Landscape Source: Scott Brinker @chiefmartec http://www.chiefmartec.com and Lumascape
  • 30. Becoming a Modern Marketer: Embracing the “New Normal”
  • 31. ©2011 SAP AG. All rights reserved. 31 Embrace The Future: The Buyer’s Journey Unites and Aligns Sales and Marketing How this is different: No implicit hand-offs between sales and marketing Majority of exploration done on-line before talking to a sales rep Introduces new content requirements – importance of mobile- ready content Departure from traditional “Marketing funnel” Source: IDC 2013
  • 32. ©2011 SAP AG. All rights reserved. 32 Sirius Decisions Perspective on Modern Marketing Source: Sirius Decisions 2014 Modern B-to-B Marketing is Insightful and Focused
  • 33. SAP: The brand and company behind Run Simple & Fast Facts
  • 34. ©2011 SAP AG. All rights reserved. 34 For over 40 years, SAP has helped businesses run better and improve people’s lives everywhere SAP is Recognized as an Employer of Choice
  • 35. ©2011 SAP AG. All rights reserved. 35 The Value of a Company Brand: SAP SAP Top 25 Brand World-Wide “Branding strategies, brand performance and firm's business performance are found to be positively correlated with stock increase”. - Phillip Kotler Journal of Business & Industrial Marketing Brand Value vs. Market Cap Source: www.interbrand.com
  • 36. ©2011 SAP AG. All rights reserved. 36 First A Word From Our Sponsors ….. SAP Impact program – Future Leaders in Training Top Talent MBA Candidates Prepare for SAP Corporate and GCO roles via two tracks; hands-on, rotational program Posted on Fuqua job posting site Focused on MBA Second Years and posting scheduled to close on 10- 10-14 SAP is Recognized as an Employer of Choice
  • 37. ©2011 SAP AG. All rights reserved. 37 First some Quiz Questions – and Prizes! 1.What is the annual revenue of SAP in USD? 2.What is the SAP Top Brand Rank? What study is this from? 3.What are the three generations of the 3rd platform concept? What firm coined this term? 4.What was Fred Isbell’s first “real” computer while at Duke/Fuqua? 5.What are the four Transformational Technologies? 6.Who from SAP spoke at the Fuqua Distinguished Speaker series a year ago (hint: not me!) and his son attends Duke? 7.What year will CMOs spend more than CIOs according to Gartner? 8.Who is the CMO of SAP? What school did he get his masters from and in what discipline? 9.True or False the buyers journey is the same as the marketing funnel? 10.What does “Run Simple" consist of?
  • 39. Thank You! Fred Isbell Senior Director, SAP Services Marketing fred.isbell@sap.com www.sap.com/services Twitter: Fmisbell Facebook: Fred M Isbell Linked In: www.linkedin.com/pub/fred- isbell/0/827/903Edit