Events & Media Archive | 2012

Browse by Year:

CMO Close-Up with Jonathan Becher, CMO at SAP

October 31, 2012 B2B Marketing 

CMO Close-Up: What is the goal of your new ad campaign?

Jonathan Becher: Historically, we have done customer-focused advertising as part of our “Run Better” campaign—“So-and-so runs SAP.” That has been our primary tactic for HANA, a database product that launched at our Sapphire Now show in 2011. We have a new ad that features (client) ConAgra—which appeals primarily to the CEO audience but also CMOs and CIOs—to help them understand that this technology is transformative and helps (them) do things they haven’t been able to do before.

BtoB Logo

Read the Full Article

SAP Secures Multi-Year Deal as Official Business Software Sponsor of NFL

October 24, 2012 NFL Communications 

“The National Football League sets a standard in consistently delivering game-day excitement for its fans,” said Jonathan Becher, chief marketing officer, SAP. “SAP is proud to join the NFL in re-imagining the fan experience through innovation. Together, we will connect fans in new ways and allow them to experience the NFL like never before.”

nfl

Read the Full Article

So you think SAP is hard to deal with? Think again

October 23, 2012 JD-OD.Com 

any people think dealing with SAP is hard. When it comes to the startups – think again. SAP is making it much easier than has been the case in the past. CMO Jonathan Becher leads off this set of clips from JD-OD on SAP startup culture. We also hear from Tim Straight, VP Services and Business Development with Zettaset, one of the startups in the HANA Startup Program.

JDOD  

 

 

 

 

Watch the Full Video                                                                                                                                                                                                                                 

 

Five for Friday

Oct 12, 2012, Internet Media Labs by Amy Vernon
On his SAP blog, Pivot speaker and SAP CMO Jonathan Becher explains why Diversity Drives Innovation. It’s not about meeting quotas or specific criteria, it’s about having people of different backgrounds and mindsets contributing their brain power. Just as a mutt is generally healthier than a purebred, having diversity in your corporate DNA can bring a lot of value. He’ll be talking about “The Varied and Complex World of Engagement.”
internetmedialabs

SAP: Telling a New Story About Itself

October 9, 2012, The CMO Site by Ellis Booker

Software giant SAP is revamping its marketing efforts from top to bottom.

One sure way to get Jonathan Becher talking is to dismiss SAP as an “enterprise software company in a mature, saturated market.”

the cmosite

Big Sports: Powered By Big Data

October 5, 2012, Forbes.com by Cecilia Tom and David Feinleib 
By one estimate, the average value of an NFL team was $1.04 billion in the 2010/2011 season.  Each franchise is huge and complex and involves many moving parts.  But in many ways, SAP Chief Marketing Officer Jonathan Becher thinks the business of sports is not so different than the business of other industries.

Forbes

Read the Full Article

What $1000 Sundaes, $69 Hot Dogs and $12,000 Pizzas Can Teach about Retailing

October 1, 2012, iMedia Connection by Julie Roehm
My boss, Jonathan Becher, writes a weekly blog called, “Managing by Walking Around”.  Last week he wrote one called “The Myth of Fair Value” and cited the book Priceless by author William Poundstone. I was so inspired and intrigued (I am not kissing up) that I researched Mr. Poundstone’s blog and learned some fascinating, if not common sense tips for retailing which should come in handy this holiday season.
imedia