The Five Superpowers of Marketing

December 2, 2013 by The Harvard Business Review

harvard business reviewSAP, a leading maker of enterprise software, gets tens of thousands of requests every year for new product features. “Like most large companies, the product teams would usually base decisions on market opportunity or which customer spent the most, but that doesn’t maximize value for our customer base or for us,” says Jonathan Becher, SAP’s CMO. Instead, he and his team envisioned an entirely new process for prioritizing product enhancements based on customer collaboration and “the power of the crowd.”  Jonathan’s team created Idea Place, where SAP’s community of over two million visitors per month can vote, rate, and rank suggested changes.

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