January 14, 2014 by Bryan Kramer
Events & Media Archive
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SAP CMO Predicts the Future of Marketing
January 8, 2014 by the American Marketing Association
Marketers will be competing for more and more accurate consumer data in the next decade, and those who don’t figure out how to create the clearest picture of a brand’s target audience will be left behind. Jonathan Becher, CMO of Walldorf, Germany-based enterprise software company SAP AG, which creates products for CRM, business intelligence and content management, spoke with Marketing News Exclusives about what the field and practice of marketing will look like in 2024, when Big Data will play an even bigger role in the art of reaching the consumer at the right time and the right place.
SAP and Brand Innovators Big Data Event 2013– Jonathan Becher Keynote Session
January 6, 2014 SAP
Watch SAP’s CMO Jonathan Becher as he presents about the art of marketing at the SAP & Brand Innovators Big Data Event.
The CMO Club Announces Best of 2013 CMO Club – Best CMO Award Winner Interviews
December 28, 2013 The CMO Club
In 2013 The CMO Club developed The CMO Awards and CMOs Choice Awards, the first CMO awards voted on exclusively by CMOs.
Here are some of the top CMO Award winning interviews by Drew Neisser. Top interviews include Marty St. George from JetBlue, Beth Comstock from GE, John Costello from Dunkin Brands, Jonathan Becher from SAP, Louise Camuto from The Camuto Group, Antonio Lucio from Visa, and Rose Hamilton from Pet360.
See top CMOs share insights on innovation and global brand leadership.
Analytics, unification and agility define SAP’s digital marketing strategy says CMO Jonathan Becher
December 6, 2013 by Which-50: Digital Intelligence
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.”
The Five Superpowers of Marketing
December 2, 2013 by The Harvard Business Review
SAP, 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.
Sharks sport a new philosophy
November 18, 2013 by Sports Business Journal
“Everyone talks about the second screen, but we can experiment very rapidly with lots of ideas and find the
ones that fans really enjoy,” SAP Chief Marketing Officer Jonathan Becher said. “Do they really want news
alerts, or do they want the stories behind the players? We’re discovering that the casual hockey fan really
wants to relate to the players, not just see a bunch of numbers.”
The CMO Awards 2013: Marketing Innovation Finalist – Jonathan Becher
November 12, 2013 by The CMO Club
Welcome to the 2013 CMO Awards, created by The CMO Club. Established to celebrate the marketing industry’s brightest leaders and to provide a forum to share their successes with other CMOs, the 2013 CMO Awards is the first and only CMO Awards program driven and decided entirely by an elite group of “peers only.”
Shadow Banking Remains, But Casts Smaller Shadow
November 12, 2013 Bloomberg
Bloomberg View columnist Matthew C. Klein and Jonathan D. Becher, chief marketing officer at SAP, discuss why the shadow banking sector has not gone away in spite of increased regulations and look at the overall state of the banking industry. They speak on Bloomberg Television’s “Bloomberg Surveillance.”
Using Social Media as Corporate Brand Builder
November 12, 2013 Bloomberg
Jonathan D. Becher, chief marketing officer at SAP, explains how a large corporation uses social media as part of their advertising and outreach to customers. He speaks on Bloomberg Television’s “Bloomberg Surveillance.”
