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October 30, 2013 by EgonZehnder
Software is eating the world. With digital and technological advances changing and continuing to change the marketing landscape, how do CMOs and marketing teams adjust to these changes? Watch Dick Patton and Rory Finlay of Egon Zehnder interview SAP’s CMO Jonathan Becher about how the landscape has splintered and what strategies marketers need to employ to be successful in this environment.
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.
October 30, 2013 by Fierce CMO
FierceCMO, with the help of several leading industry analysts and thought leaders, evaluated numerous individuals on their ability to transform their organizations to be customer-centric, revenue generators. And these 15 CMOs are the ones we think you should be watching.
October 15, 2013 BtoB Marketing by Kate Maddox
Jonathan Becher, CMO at SAP, this year led the marketing group’s efforts to redefine how SAP communicates its positioning to the market.
“Over the past year, we have changed the way we talk about ourselves as a company,” he said. “It has always been “The best-run businesses run SAP.’ In the last year, the essence has shifted to not just “Businesses run SAP, but “Life runs SAP.’ ”
Oct. 3, 2013 Forbes by Jennifer Rooney
For the 2013 CMO Influence Study, research was expanded to include the top 500 companies from the Forbes Global 2000 list. Of those companies, 66 have CMOs who are engaged in influential conversations.
October 1, 2013 Northwestern University
Jonathan Becher, chief marketing officer at SAP, shared these words of wisdom during his recent talk to members of the Kellogg Marketing Club as part of his Executive-in-Residence presentation titled “Evolving the Brand to the Individual.”
October 1, 2013 Northwestern University
When 75 percent of your job consists of global travel, the constant pace can wear down even the most energetic road warrior. So why did Jonathan Becher, the chief marketing officer (CMO) of global software giant SAP, feel so energized by his participation in Kellogg’s Executive in Residence program on September 25?
September 27, 2013 Brand Innovators by John Gaffney
Every now and again in the brand marketing business you get a chance to see a C-Level executive speak in an unguarded fashion with no product to promote and no agenda to push. At the Brand Innovators BtoB event at SAP on Monday, we had a chance to see CMO Jonathan Becher in just such an atmosphere as he addressed the audience at its NYC headquarters on a range of topics. He spoke not only to the current state of BtoB marketing, but about the mechanics behind the culture and philosophy of one of the world’s biggest global brands.
September 11, 2013 BizBash by Mitra Sorells
German software company SAP AG has established itself as a leader in the creation of hybrid events and in using an online platform for year-round engagement. At the same time, it continues to innovate the design of its largest face-to-face event: Sapphire Now, held every May in Orlando. This year’s show had a record 20,000 attendees, which prompted organizers to redesign the layout by organizing content in industry “forums” and creating an open keynote theater.
September 9, 2013 BizBash by Mitra Sorrells & Martha C. White
The strategy and design of conferences and conventions continues to evolve as hosts embrace new models for engagement, social media integration, pricing, and sustainability. Our list includes those from a broad range of sectors, but all share a common goal: to create an experience that provides value for attendees by addressing their needs and interests. Here’s how they are doing it.