August 6, 2013 by PC World

Today, consumers are “crowd-sourcing their decision-making,” said SAP chief marketing and communication officer Jonathan Becher. More than half of customers change their minds about buying a product after reading a negative review online, he added.

“What does this mean for companies?” Becher said. “What does it mean for brands? It means we have to listen and respond to a whole host of digital signals. We have to change our mindset from controlling customer relationships and automating them, to thinking about how to provide that holistic experience.”

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July 31, 2013, Kapost by Anne Murphy

3. For the Modern Marketer, Hearing (Market) Voices Is a Good Thing

By Jonathan Becher, Chief Marketing Officer at SAP

“Today, companies must also capture the strategies and viewpoints of everyone who is not a customer: prospects, business partners, competitors, economists, trendsetters, and anyone else who may influence their business or industry.” 

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July 24, 2013, ZD Net by Michael Krigsman

During a candid conversation with SAP’s Chief Marketing Officer, Jonathan Becher, we discussed the growing importance of digital influence as a significant mechanism to identify and engage potential customers.

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July 24, 2013, VoiceAmerica Radio

Today’s buzz: CMO. Who’s calling your marketing shots today – your MBA’ed CMO or hyper-vocal/social/mobile customers? A pop quiz to help you answer. Is your CMO (a) listening and responding to social sentiment? (b) a champion of memorable experiences with your legions of brand-owners? (c) using analytics to pull signals from your big and small data? Pencils down. Before deciding whether to hug your CMO or post their job, listen to the experts: Jonathan Becher, SAP: “Not everything that can be counted counts, and not everything that counts can be counted.” (Albert Einstein or William Bruce Cameron, “Informal Sociology”) Steve Carlotti, Cambridge Group, “Listening and reacting is what is required today, and that’s a lot harder than the planning and acting that was required yesterday.” Allen Bonde, Digital Clarity: “In B2B, it’s critical for CMOs to emphasize thought leadership and selling big ideas versus simply selling products.” Join us for The New CMO in the Age of Customer Experience.

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July 17, 2013, Venues Today by Matthew Coller

SAP has taken over Hewlett-Packard’s sponsorship of the venue, which hosts the NHL’s San Jose Sharks.

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July 16, 2013, KLIV-AM Radio San Francisco

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July 10, 2013, CBS Local by Mike Colgan

About 3,000 SAP employees participated in different aspects of the rechristening of the former HP Pavilion, said the company’schief marketing officer, Jonathan Becher.

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July 10, 2013, San Jose by Tim Reynolds

In many ways, Tuesday’s ceremony was a standard corporate pep rally, leaving aside the thundersticks and person walking around in a furry shark costume.  SAP executives Bill McDermott and Jonathan Becher, joined by San Jose Mayor Chuck Reed, touted the newly renamed SAP Center—or, some might say, The Arena Formerly Known as HP Pavilion—and its potential to improve the company’s profile in Silicon Valley.

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July 9, 2013, Examiner by Al Schnoor

Dignitaries attending the event were Dr. Hasso Plattner, Chairman and Co-founder of SAP, and majority owner of the San Jose Sharks, Chuck Reed, Mayor of the City of San Jose, Bill McDermott, Co-CEO at SAP, Jonathan Becher, CMO at SAP and John Tortora, COO of Sharks Sports & Entertainment.

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July 3, 2013, Huffington Post by Vala Afshar

I recently had the opportunity to interview one of the most social CMOs in the world,Jonathan Becher, the Chief Marketing Officer of SAP, arguably one of the most social enterprises in the world. As CMO, Becher used to sum up his role as “brand to demand”, but since he has recently been given the additional title of Chief Communications Officer he is changing the definition of his role to “voice to choice”.

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