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July 2011 MPI Foundation
Sweeping changes in the way people consume information, engage with companies and communicate have changed the marketing, media and business landscapes. In 2010, SAP leaders wanted their live event SAPPHIRE to reflect these trends, and they needed to revitalize the brand to showcase the company’s innovation and relevance—quickly. SAP knew an extraordinary event would go far in accomplishing this.
June 27, 2011, Wall Street Journal – Deborah Gage
“We’re an apps company,” said Jonathan Becher, SAP AG’’s interim chief marketing officer, “and I saw an amazing infrastructure company yesterday, and then I thought, wait -– it has nothing to do with the business we’re in.”Figuring out how to compensate acquired employees can be tricky too. SAP favors earn-outs, according to Becher — giving employees of the acquired company an incentive to stay by ensuring that they earn more money — while IBM does not.
June 24, 2011 The Street.com – Colleen Taylor
Business management software giant SAP (SAP_) looks to buy things that it can’t, or won’t, build internally. “We don’t do tactical acquisitions, we only do strategic acquisitions,” interim CMO Jonathan Becher said. “We typically do acquisitions for market creation, to get into things we’re not [currently] in.”
June 13,2011 CMS Wire – Mark Fidelman
Want to convince your company to start an online community? It helps to have a list of top business communities that you can reference. Communities that are differentiated and stand out amongst their peers. Communities that generate revenue, lower costs or in the best situation, do both.
June/July, 2011 Event Marketer – Sandra O’Loughlin
SAP takes hybrid events to a new level, leveraging every channel—both online and off—to revamp its annual event portfolio.
May 26, 2011 – Social Media Group SMG – Maggie Fox
In this video, Jonathan Becher, CMO of SAP, speaks to this exact shift at last weeks’ SAPPHIRENOW – noting that marketing in 2011 is really about marketing to people. It may seem like a small semantic difference, but the mindset is very progressive. The video is worth a watch, and Jonathan speaks to this shift specifically at about 7:00 (apologies for the ad off the top!).
May 19, 2011 – ZDNet Dennis Howlett
This year’s SAPPHIRE Now was the first opportunity for Jonathan Becher, interim CMO to truly stretch his wings. I have to admire Becher’s approach which carried a lot of risk. People don’t like change, even when it is for the better and on this occasion I believe SAP scored a home run. It had to.
May 18, 2011 – Biz Bash
With the continued innovation in format and content dissemination at Sapphire Now, we spoke to SAP’s vice president of global events, Scott Schenker, about the company’s strategy and the execution of the event.
April, 2011 – Baker Communications Inc & CBS Radio
CBS News Radio 650 and Baker Communications CEO Walter Rogers join forces to produce 14 separate 30-minute radio shows discussing the 13 business imperatives sales organizations must understand and leverage to take advantage of opportunities that are emerging in 2011. Top Sales Professionals and Senior Executives from highly successful Fortune 1000 companies will join Walter Rogers every week to share strategies and best practices based on these imperatives that will help grow business and drive revenue in the coming year. These segments air during the popular show The Price of Business.