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February 2, 2012 sap.info by Jennifer Lankheim
In this interview, SAP Chief Marketing Officer Jonathan Becher discusses the role of the CMO in the “Brave New World” of modern marketing. SAP.info: Wikipedia defines CMO, rather dryly, as “a corporate title referring to an executive responsible for various marketing activities in an organization.” Jonathan, how do you view the role and – more generally – the role of the CMO in these rapidly changing, novel times?
SAP TV on December 27, 2011
2011: a year to remember for SAP. The software company made it clear it wants to lead in analytics, mobile, in-memory, cloud and database. Again, SAP delivered on its goal, helping to make the world run better.
Smart Data Collective on December 11, 20122
I attended the annual SAP Influencer Summit (Twitter #SAPSummit), at which executives from SAP meet with analysts and customers from around the world to discuss the company’s direction. Pointing out that in 2012 SAP will reach its 40th anniversary of operations, chief communications officer Hubertus Kulpus and chief marketing officer Jonathan Becher kicked off the summit, then passed the microphones to co-CEO Jim Hagemann-Snabe and CTO Vishal Sikka for overviews of the business and technology strategies. They presented a well-rehearsed dialogue on SAP’s definition of its software business as being in two areas, the “system of record” and “system of engagement”; the first term describes its transactional applications and the second its portfolio of business analytics.
December 9, 2011 Forbes by Todd Wilms
SAP has their share of Pujols-like bloggers, with names like Bob Evans and SAP CMO Jonathan Becher driving consistent “big hits” blogs – great content connecting in great numbers for their audiences. But, we have a well rounded team of consistent bloggers who are great at “grinding out” hits for us – Eric Lai, Tim Clark, Anthony Leaper, Kai Goerlich, Richard Howells, and on and on. Each provides their own unique voice to the site and helps raise the level of debate in their space, in their markets.
October 26, 2011 ERP Executive By Paul Desmond and Jon Reed
SAP watchers may be wondering what’s going on in Madrid next month, as events that have traditionally been separate – SAP TechEd and SAPPHIRE NOW – will be held concurrently. To get to the bottom of the event plan, we spoke with Jonathan Becher, Chief Marketing Officer at SAP.
October 10, 2011 Forbes by Jennifer Rooney
Now as it moves into a new era under the marketing leadership of CMO Jonathan Becher, a three-time CEO, it is seeking to build stronger relationships with smaller businesses, like Pinkberry and Skullcandy. In fact, Mr. Becher wants to extend SAP’s branding to companies and people who don’t really know what SAP is—beyond a “big company” that “sells expensive software for the biggest companies on the planet.”
October 4, 2011 Storified by SAP CommunityNetwork
October 3, 2011 Forbes by Jennifer Rooney
CMO Jonathan Becher on taking ‘Customer-Reference’ marketing a step beyond.
September 39, 2011 Enterprise Irregulars by Jon Reed
The biggest drag on the “new SAP” is in fact the “old SAP”, a dynamic that many SAP executives, including Sanjay Poonen, are keenly aware of (Poonen spoke about culture change at SAP openly during our shoot). But as Poonen would concede, awareness is the easy part: retrofitting culture is a monstrous project. A lengthy list of departed executives who seemed to have a “new SAP openness” implies – to me anyway – that SAP still has work to do here, though SAP will point out (rightly) that many talented executives with an open style are thriving at SAP as well (Steve Lucas and Jonathan Becher, to name two, as well as Sikka and his team).
September 28, 2011 B2b Marketing by Sean Callahan
onathan Becher was formally named SAP’s CMO in August after serving in the role on an interim basis for four months. He succeeded Martin Homlish, who left to become CMO of Hewlett-Packard Co. in April.
Becher had been exec VP-marketing for SAP since the business software giant acquired Pilot Software, where he had been president and CEO-CMO, in 2007. At SAP, he had overseen product marketing, channel marketing and field marketing. In his new role, he’s also in charge of branding, advertising, marketing communications and online.
