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SAP And The New B2B Marketing And Communications Model

September 25, 2012, Fast Company by Wendy Marx
One smart way SAP employees are serving as brand ambassadors is through Forbes.com, where a paid sponsorship provides SAP with a blogging platform. Some 40 employees have blogged on the site from its CMO Jonathan Becher to Michael Brenner, SAP’s senor director of global marketing. Don’t expect to read brain-numbing tech pieces; the posts are highly accessible. Check out this fascinating one by Becher on the reverse psychology of likeability, which garnered 48,583 views, 464 tweets and 595 shares on Facebook. SAP says that Forbes Advoice (the official name of the sponsorship) generated over one million page views last year and brought it exposure to a more mainstream audience it otherwise would not reach.
FC

Counting What Counts – How Outcome Metrics Have Changed The Game

September  10, 2012, Forbes.com

You’re likely to see the world differently if you spend a few minutes with Jonathan Becher, SAP’s CMO. To Becher, baseball and Olympic sailing are good analogies for thinking differently about business. Sports teams are never content to rest on their laurels; they are constantly measuring performance to look for ways to improve. Performance management is one of Becher’s passions, and he defines it as how organizations manage their own performance, improve the performance of employees and chart the best future course against the competition and the uncertainties of the marketplace. Performance management is as critical in business as it is in sports

Forbes

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SAP’s Jonathan Becher: “Businesses tend to measure the wrong things”

September 10, 2012, SAP Business Trends by Tim Clark

You’re likely to see the world differently if you spend a few minutes with Jonathan Becher, SAP’s CMO. To Becher, baseball and Olympic sailing are good analogies for thinking differently about business. Sports teams are never content to rest on their laurels; they are constantly measuring performance to look for ways to improve. Performance management is one of Becher’s passions, and he defines it as how organizations manage their own performance, improve the performance of employees and chart the best future course against the competition and the uncertainties of the marketplace. Performance management is as critical in business as it is in sports SAP logo

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Enterprise Headlines and Exerpts

September 5, 2011 by Dennis Moore

Jonathan Becher — Management in Motion – My thoughts on being #SAP CMO

I look at Marketing with a strong business lens. What’s the quantifiable return on investment? How do we set priorities that support the short-term needs of the company but allow us to invest in the future? Which segments/channels/products can be improved the most by Marketing (as opposed to Sales) investments?

#SAP Names Jonathan Becher Chief Marketing Officer

ER

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Q&A: Enter: Social + Mobile + Local + Commerce

August 23, 2012, iMedia Connection by Rick Mathieson

In part five of our August Mobile Marketing Roundtable, we move beyond mere Social + Local + Mobile to Social + Local + Mobile + Commerce, the ability to not just connect with consumers via the mobile channel based on where they are, but also to enable transactions based on that context

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Coca-Cola’s secrets of mobile marketing success

August 14, 2012, iMedia Connection by Rick Mathieson

In part one of our new mobile marketing roundtable, SAP CMO Jonathan Becher told us why “digital is dead” – and that mobile may soon be joining it.

In part two, we hear from Dorrian Porter (pictured top), CEO of longtime GEN WOW Mobile Roundtable sponsor Mozes, on how his company and Coca-Cola have been quietly revolutionizing the way this iconic brand uses mobile to connect with consumers in amazing new ways – and why text may still be the killer app.

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