SAP Executive Reveals Shift To Customer-Centric Marketing

May 30, 2012, Channel Marketer Report by Alicia Fiorletta

During his keynote speech on Wednesday, May 23, Jonathan Becher, CMO of SAP, revealed the company’s continued transition to more customer-focused marketing tools and tactics.

“Because this is largely a B2B conference, you’re probably thinking our customers are companies,” Becher said. “But big glass buildings don’t buy software; people do. I think we’ve spent the last 10 years arguing about the difference between B2B and B2C and largely, we made it up. There are some differences between an impulse buy of a can of cola and a considered purchase of something that may cost tens of thousands of dollars, but the differences are much less than we claim they are. We’ve done ourselves a disservice by claiming the differences are more than they are.”

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