How SAP Engaged Its Best Customers to the Close of $27 Million
What do you do when optimizing customer engagement means transforming the way an entire organization thinks and functions?
Making a transformational shift in any company is a huge undertaking of thousands of details. In the midst of all of those details, you absolutely cannot forget to ensure that everyone, company-wide, is on the same page and focused on a unified value proposition.
When I spoke with Eric Martin, Vice President of Marketing, North America, SAP, the company had just undergone a transformation to account-based marketing, specifically in North America.
“It was a matter of bringing together a lot of existing marketing resources, and creating some new ones, and focusing them on a sub-segment of customers, a small group, that really you could consider the most strategically important customers,” he said.
