Events & Media Archive | 2013

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The CMO Club Announces Best of 2013 CMO Club – Best CMO Award Winner Interviews

December 28, 2013 The CMO Club

In 2013 The CMO Club developed The CMO Awards and CMOs Choice Awards, the first CMO awards voted on exclusively by CMOs.  Here are some of the top CMO Award winning interviews by Drew Neisser.  Top interviews include Marty St. George from JetBlue, Beth Comstock from GE, John Costello from Dunkin Brands, Jonathan Becher from SAP, Louise Camuto from The Camuto Group, Antonio Lucio from Visa, and Rose Hamilton from Pet360.  See top CMOs share insights on innovation and global brand leadership.

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Analytics, unification and agility define SAP’s digital marketing strategy says CMO Jonathan Becher

December 6, 2013 by Which-50: Digital Intelligence

which50From his office in Palo Alto, California, SAP global CMO Jonathan Becher fires up his corporate dashboard and in near real time he can interrogate how each of the software giant’s hundreds of products are performing in each of the 140 countries where it operates.

In an interview as part of our ongoing series into digital marketing technology leaders, Becher told Which-50 “Five years ago we treated our customers as big glass buildings. A company was a monolithic thing and we marketed our business to their business as a monolithic thing.”

Now, he says SAP thinks in term of how to market a person inside SAP to a person inside the customer’s company. “There is no difference between B2C and B2B anymore. That’s why we are feeling much more consumerised. This has not hit ANZ yet, but you will start seeing it more and more.”

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The Five Superpowers of Marketing

December 2, 2013 by The Harvard Business Review

harvard business reviewSAP, a leading maker of enterprise software, gets tens of thousands of requests every year for new product features. “Like most large companies, the product teams would usually base decisions on market opportunity or which customer spent the most, but that doesn’t maximize value for our customer base or for us,” says Jonathan Becher, SAP’s CMO. Instead, he and his team envisioned an entirely new process for prioritizing product enhancements based on customer collaboration and “the power of the crowd.”  Jonathan’s team created Idea Place, where SAP’s community of over two million visitors per month can vote, rate, and rank suggested changes.

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Sharks sport a new philosophy

November 18, 2013 by Sports Business Journal

“Everyone talks about the second screen, but we can experiment very rapidly with lots of ideas and find the
ones that fans really enjoy,” SAP Chief Marketing Officer Jonathan Becher said. “Do they really want news
alerts, or do they want the stories behind the players? We’re discovering that the casual hockey fan really
wants to relate to the players, not just see a bunch of numbers.”

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Shadow Banking Remains, But Casts Smaller Shadow

November 12, 2013 Bloomberg

Bloomberg View columnist Matthew C. Klein and Jonathan D. Becher, chief marketing officer at SAP, discuss why the shadow banking sector has not gone away in spite of increased regulations and look at the overall state of the banking industry. They speak on Bloomberg Television’s “Bloomberg Surveillance.”

 

 

 

 

 

 

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Using Social Media as Corporate Brand Builder

November 12, 2013 Bloomberg

Jonathan D. Becher, chief marketing officer at SAP, explains how a large corporation uses social media as part of their advertising and outreach to customers. He speaks on Bloomberg Television’s “Bloomberg Surveillance.”

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CMO Redefined: Your CMO Career

October 30, 2013 by EgonZehnder

Successful CMOs need to be dynamic, experienced and daring, but what does it take to get here? Watch Dick Patton and Rory Finlay of Egon Zehnder interview some of the country’s top CMOs — Nintendo’s Executive Vice President of Sales and Marketing Scott Moffitt; Kraft Foods’ CMO Deanie Elsner; KidZania’s CMO Cammie Dunaway; and SAP’s CMO Jonathan Becher — talk about the experiences and skills that helped propel them into the CMO role — including taking chances, unconventional career paths and possessing non-traditional skill sets.

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CMO Redefined: Who is Today’s CMO?

October 30, 2013 by EgonZehnder

The CMO role has drastically changed over the past 20 years, diverging along several different axes. Watch Dick Patton and Rory Finlay of Egon Zehnder interview SAP’s CMO Jonathan Becher and Kraft Foods’ CMO Deanie Elsner talk about how their roles have changed as a result of these divergences, who today’s CMOs are, and what skill sets and personality traits today’s great CMOs possess.

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