Building a global growth engine for SAP

To shift perception of SAP from legacy, back-office provider to digital innovation partner across strategic accounts and must-win deals.

The Challenge

To shift perception of SAP from legacy, back-office provider to digital innovation partner across strategic accounts and must-win deals.

The Approach

Build SAP’s global ABM program from the ground up by developing a technology-enabled personalization platform to help account and marketing teams around the world adapt content quickly and at scale for key customers.

The Details

Step 1:

Designed an ABM program that was fit for purpose based on the SAP go to market, team capability and existing martech stack

Step 2:

Operationalise the program through proof-of-concept launches

Step 3:

Scale the program through custom tech development

Step 4:

Prove the value in real accounts

The Impact

We were able to triple the number of accounts receiving custom content. During the program we have also helped secure the largest deal in SAP history.

250

Accounts

30

Strategic topics

100

Sales and marketing colleagues