Drinking from The CMO Club Innovation and Inspiration Summit Fire Hose

Apr 16, 2013, TheCMOClub.com by Drew Neisser

B2B Brands Need to Act More Like B2C Brands

Jonathan Becher of SAP provided a rousing post-lunch keynote entitled “The Future of Marketing,” during which he made the case that the differences between B2B and B2C marketing are “evaporating.” Based on his transformative efforts at SAP, it is easy to see why he believes this and why marketers on either side of the fence should take note. By getting the mindset inside of SAP to change, Becher has been able to move marketing from an order taker for sales to a genuine business driver.

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