October 15, 2013 BtoB Marketing by Kate Maddox
Jonathan Becher, CMO at SAP, this year led the marketing group’s efforts to redefine how SAP communicates its positioning to the market.
“Over the past year, we have changed the way we talk about ourselves as a company,” he said. “It has always been “The best-run businesses run SAP.’ In the last year, the essence has shifted to not just “Businesses run SAP, but “Life runs SAP.’ ”
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