From his office in Palo Alto, California, SAP global CMO Jonathan Becher fires up his corporate dashboard and in near real time he can interrogate how each of the software giant’s hundreds of products are performing in each of the 140 countries where it operates.
In an interview as part of our ongoing series into digital marketing technology leaders, Becher told Which-50 “Five years ago we treated our customers as big glass buildings. A company was a monolithic thing and we marketed our business to their business as a monolithic thing.”
Now, he says SAP thinks in term of how to market a person inside SAP to a person inside the customer’s company. “There is no difference between B2C and B2B anymore. That’s why we are feeling much more consumerised. This has not hit ANZ yet, but you will start seeing it more and more.”