Duke fuqua marketing forum isbell sep 2014 final

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Run Simple.

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Fred Isbell

Senior Director, Field Engagement Team

SAP Services Marketing

Navigating the “New Normal” – Meeting

the Challenges of the Modern Marketer

September 2014


An Introduction to SAP

Run simple.

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SAP strategy

SAP Cloud powered by SAP HANA

Run simple. = Cloud + SAP HANA


About Fred Isbell

Senior Director, Regional Engagement,

Planning and Demand Management for

Services Marketing

Joined SAP 2000 as Director North America

SMB Channels Marketing 2000-2004

Senior Director NA Marketing Services

Marketing 2004-2012

Solutions and Services Marketing Compaq

Computer/Digital Equipment Corporation

1988-2000

Senior Consultant, Burke Marketing Services

and IRI 1985-1988

BA Economics & Political Science Yale and

MBA Marketing Duke; Duke/Fuqua Scholar

30th Reunion

Spring 2015


Agenda

The “New Normal” and The Modern Marketer

Navigating the “New Normal”: Transformational Technology

Navigating Marketing Technology

Becoming a Modern Marketer: Embracing the “New Normal”

SAP: The brand and company behind Run Simple & Fast Facts

Q&A and Discussion

Welcome to the “New Normal”


Modern Marketing is Happening NOW


Introduction:

Enter the Era of the “Modern Marketer”


Introduction:

Enter the Era of “Modern Marketing”

Source: Sirius Decisions 2014


Changes Driving The Modern Marketer and Current Gaps

Gaps in Modern Marketing Changes Driving the Modern Marketer

Source: “Defining the Modern Marketer: From Real to Ideal”, Eloqua 2013

-9%

-8%

-7%

-5%

-5%

Navigating the “New Normal”: Transformational

Technology

There are three kind of people: those that make it happen,

those that watch it happen, and those that say “what the heck just

happened”

Which will you be?


Why do we need to understand new technology and

innovations?

Bill McDermott SAP CEO

January 2013

Bill’s Advice: "Get involved with

technology. No matter what you choose

to do in your field of endeavor,

technology will be in one form or

another the basis for the business

model”.

http://www.youtube.com/watch?v=KT0AYWWGtS0&feature=youtu.be




My Information Technology (IT) Evolution

IBM 3270

Terminal

Compaq

“Portable”

My Tech

Stack

c.2013

Desktop

Laptop

iPAQ PDA


IDC Perspective:

The Third Platform

1st -Mainframe and terminals

2nd - LAN/Internet and

Client/Server and PCs and

fueled last 25 years of growth

3rd - Mobile, Social, Big Data

and Cloud

New solutions will be built

upon this – and this is the

source of most of the new

growth we will experience


The Third Platform is all about Scale:

From thousands to millions to trillions!

Dimensions:

Users

Devices

Applications

Data &

Content


Gartner Perspective: The Nexus of Forces

“The Nexus of Forces is

the convergence and

mutual reinforcement of

social, mobility, cloud

and information patterns

that drive new business

scenarios. Although

these forces are

innovative and

disruptive on their own;

together they are

revolutionizing business

and society, disrupting

old business models and

creating new leaders.

The Nexus is the basis

of the technology

platform of the future.”

Source: Gartner 2013

http://www.gartner.com/technology/home.jsp


Cloud

Abundance of cost-

effective computational

power and storage

Mobile

The new de facto

standard in business

interaction

Social

Connected business

and social networks

Big

Data

Real-time analytic

for behavioral and

predictive insights

More than 60% of CEOs expect 15-50% of their

earnings growth in the next 5 years to come from

technology-enabled business innovations.

– McKinsey study, 2013

” “

Transformational Technologies offer significant potential

to drive business innovation


Transformational Technologies:

Cloud Computing

Software as a Service (SaaS)

Platform as a Service (Paas)

Infrastructure as a Service (IaaS)

Public Cloud and Private Clouds

Collaboration & Business

Networks

http://www.ariba.com/



Mobile

Where’s the market

growth? Not in Laptops

and PCs -- in Tablets and

Mobile Devices

Consumerization of IT

“Bring Your Own Device”

(BYOD)

Huge and Amazing

Growth Opportunity

Mobile-ready content and

the new buyers journey

Evolution?



Social Media and Social Marketing

Metcalfe’s Law: the value of a

network is proportional to the square

of the number of connected users (a

network’s value grows exponentially)

A variation known as Reed’s Law speaks specifically to the utility

obtained from scaling social

networks

Pull Marketing versus Push

Best Practices: Learn, Observe,

Listen, Jump in and Actively

Participate

Blurs the line between work and

private life, get used to it, it’s not

going away!

“Chief Marketing Officers say social media

spending as a percentage of marketing

budgets will more than double over the

next 5 years”

Duke CMO Study February 2013


Best Practices in Marketing Transformation

Jonathan Becher SAP CMO

blogs.sap.com/jonathanbecher/

Twitter: @jbecher

www.linkedin.com/in/jbecher

SAP Marketing Pillars

Jonathan Becher

Chief Marketing Officer at SAP Duke MS Computer Science

UVA BS Computer Science

Three Must-Do's For The

Modern Marketer:

1. Embrace Next-Generation Skills

2. Measure What Matters

3. Walk A Mile In Your Customers' Shoes

#22 Social Media Magazine

Top CMOs on Twitter


Transformational Technologies

Big Data and Analytics

Navigating the Data and

Information Explosion

Business Intelligence

Rise of the Information

Worker

Real-Time Information

Access

Big Data on top of Next-

Generation Database

Technology is the new “Killer

App”

Dashboards

Predictive Analytics “Father of BI”

Howard Dresner

http://sap.fantasy.nfl.com/

German Futball Association

World Cup 2014

Michele Chambers,

President & COO RapidMiner

Duke/Fuqua MBA


Best Practices in Technology Adoption:

SAP Runs SAP

SAP HANA

Cloud Mobile Analytics Database /

Technology Applications

SAP Runs

“We are the

second

largest user

of iPads

globally”

• SAP Business

Suite

powered by

SAP HANA

• SAP CRM on

HANA

• In-Memory

Analytics with

SAP HANA

• BI & Visual

Intelligence

• SAP Data

Services

• Global Foundation

for Innovation

• Best Practices

• Rapid Deployment

with SAP RDS

• Access to SAP

Consulting bench


SAP and the Transition to the 3rd Platform

SAP and the

Transition to the 3rd Platform

“SAP, in its 40-year history, has made the journey

from the 1st Platform (mainframes) to the 2nd

Platform (client/server) and is laying the

groundwork to shift to the 3rd Platform. SAP now

delivers a growing portfolio of 3rd Platform

applications. In support of these offerings, SAP

also provides a set of targeted, fixed-priced, and

scoped packages called SAP Rapid Deployment

Solutions to address the challenges for

organizations in transitioning to the 3rd Platform.”

-- Henry Morris

Senior VP, Worldwide Software and

Services Research, IDC

https://www.youtube.com/watch?v=P_QaYXIu5WI

https://www.youtube.com/watch?v=P_QaYXIu5WI


Solution Deployment and The “New Normal”:

The Best of SAP, Fast & Simple

Outcome Based Services

and SAP Assemble to Order

(A2O)

Assembly of multiple SAP

Rapid Deployment Solutions

+ a comprehensive

methodology = ability to

implement faster than

traditional implementations

Enables project success,

mitigate risks, deliver

projects in weeks & reduced

timeframe & at lower total

cost of implementation

Navigating Marketing Technology


Making Sense of Marketing Technology and the

Rise of the Digital CMO

“The CMO is expected to

spend more on technology

than the CIO by 2017”

– Gartner 2013

“Gartner predicted that by

2017, the CMO’s technology

budget will exceed the

CIO’s. Why? Because more

often than not, it’s the CMO

who is expected to drive this

digital transformation, which

is deeply dependent on

technology “

– Harvard Business Review

2013


Navigating the Marketing Technology Landscape

Recommendations to

focus your Learning

upon:

Customer

Relationship

Management (CRM)

Marketing Automation

Marketing

Dashboards

Digital Media

Big Data, Analytics &

Visualization

Predictive Analytics

Marketing Technology Landscape

Source: Scott Brinker @chiefmartec

http://www.chiefmartec.com and Lumascape

http://www.chiefmartec.com/



Becoming a Modern Marketer:

Embracing the “New Normal”


Embrace The Future: The Buyer’s Journey Unites and

Aligns Sales and Marketing

How this is different:

No implicit hand-offs

between sales and

marketing

Majority of exploration

done on-line before

talking to a sales rep

Introduces new content

requirements –

importance of mobile-

ready content

Departure from traditional

“Marketing funnel”

Source: IDC 2013


Sirius Decisions Perspective on Modern Marketing

Source: Sirius Decisions 2014

Modern B-to-B Marketing is Insightful and Focused

SAP: The brand and company behind Run

Simple & Fast Facts


For over 40 years, SAP has helped businesses run better

and improve people’s lives everywhere

SAP is

Recognized

as an

Employer

of Choice

https://dam.sap.com/mac/download/a.htm?k=SyylmsOAPyAAwJXxEAlxXSwxPAxHOiOSxmJFEUlHAyUyEEHi&c=67


The Value of a Company Brand: SAP

SAP Top 25 Brand World-Wide

“Branding strategies,

brand performance

and firm's business

performance are

found to be

positively correlated

with stock increase”.

- Phillip Kotler Journal of Business &

Industrial Marketing

Brand Value vs.

Market Cap

Source: www.interbrand.com


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First some Quiz Questions – and Prizes!

1. What is the annual revenue of SAP in USD?

2. What is the SAP Top Brand Rank? What study is this from?

3. What are the three generations of the 3rd platform concept? What firm

coined this term?

4. What was Fred Isbell’s first “real” computer while at Duke/Fuqua?

5. What are the four Transformational Technologies?

6. Who from SAP spoke at the Fuqua Distinguished Speaker series a year

ago (hint: not me!) and his son attends Duke?

7. What year will CMOs spend more than CIOs according to Gartner?

8. Who is the CMO of SAP? What school did he get his masters from and in

what discipline?

9. True or False the buyers journey is the same as the marketing funnel?

10. What does “Run Simple" consist of?

Discussion and Q&A

Thank You! Fred Isbell Senior Director,

SAP Services Marketing

[email protected]

www.sap.com/services

Twitter: Fmisbell

Facebook: Fred M Isbell

Linked In: www.linkedin.com/pub/fred-

isbell/0/827/903Edit

mailto:[email protected]

mailto:[email protected]

http://www.sap.com/services

http://www.linkedin.com/pub/fred-isbell/0/827/903Edit

