Jonathan Becher, CMO, SAP

October 30, 2013 by FierceCMO

For many years, SAP’s marketing primarily highlighted its relationship with big, successful companies. However, while people knew SAP was somehow linked to the success of these companies, most didn’t know exactly what SAP did for them. Becher knew this needed to change so he shifted SAP’s brand positioning and engagement to focus on people rather than companies.

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