ABSTRACT
SAP is a global corporation that provides applications, analytics, mobile, cloud and database and technology software solutions that help companies of all sizes improve customer and employee engagement, optimize resources and orchestrate business networks. One of the largest software companies in the world, SAP operate in 120 countries and Becher claims greater business growth than the sector. In all three of these cases SAP, HDS and Nielsen these newly-appointed CMOs managed to elevate marketing discipline within their organizations and particularly within HDS, and improve the reputation of marketing. Much achieved through clearly-articulated and in some cases, simpler goals and the addition of better metrics to measure success against these goals. Just as consumer-facing brand organizations are stepping up their marketing efforts, so too are those in the B2B world. Becher says that since this launched 18 months ago at the time that he came into the CMO role, more than 500 of those recommendations have ended up in SAP products.
