Oracle Feeling the Pressure as SAP’s New Social CMO Takes Charge

 March 14, 2012, by Mark Fidelman

ForbesNaturally, watching Oracle struggle leads one to consider whether Ellison shouldn’t just sit this one out, and hand their Social Business strategy over to another Executive.Leading social transformation at SAP is Chief Marketing Officer, Jonathan Becher. By most accounts, Becher is a powerful agent for change, and the center of gravity for the force that is transforming the organization into a Social Business.“He leads by example. He’s not just comfortable with social technologies, he’s proficient and an expert,” explains Mark Yolton, Senior Vice President of SAP Communities and Social Media. “He’s setting an example for everybody else, including our CEOs (they have two) and board members about the value and the benefit that we’re getting from social media and from communities.”

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