SAP

Phase 1: Laying the Foundation for Customer-Centric Marketing Transformation

The Story
01 _

The
Story

SAP, a global leader in enterprise software, sought to transition from a channel-driven and campaign-based marketing model to a solutions-focused, centralized, and customer-centric approach, while adopting a more modern and best-in-class technology stack. To achieve this, SAP partnered with MODintelechy to lay the groundwork for this transformative new model. The initiative spanned departments, technologies, platforms, and data integrations, culminating in a strategic roadmap for building a scalable, best-in-class marketing operation.

Capabilities

go to market icon Go To Market
B2B CX Strategy
Marketing Strategy
technology icon Technology
MarTech Audit
MarTech Consulting
transformation icon Transformation
Business Transformation
Industry:  Enterprise Software
turquoise light
02 _

The
Work

Our Phase 1 engagement with SAP involved a comprehensive review of their technology stack, marketing processes, and data processes to map the use of engagement data/signals as part of their segmentation best practices. Our preliminary recommendations were centered around three main pillars:
  • Unified Audience Management: Standardizing segmentation to ensure consistency and effectiveness.
  • Personalization at Scale: Delivering customer-driven messaging tailored to individual preferences and behaviors.
  • Business Transformation: Aligning internal processes and enabling teams to work cohesively towards common goals.
Technology Optimization arrow
We identified gaps in SAP's tech stack and recommended optimizing the Adobe system for cohesive communication and personalization. We also advised future-proofing their AdTech stack in preparation for cookie-less tracking by leveraging a Customer Data Platform (CDP). These actions aim to enhance integration, streamline processes, and prepare SAP for future technological shifts.
Data Standardization arrow
We conducted a high-level data audit and recommended standardizing the use of engagement data/signals as part of segmentation best practices. Our focus was on omnichannel strategy, email strategy, and Marketo integration. These recommendations are designed to improve data quality, enhance targeting capabilities, and ensure consistent data practices across the organization.
People, Culture, & Process Alignment arrow
We proposed forming an Audience Center of Excellence and Journey Execution/Delivery Pods to improve cross-department communication and implement an omni-channel strategy. These recommendations aimed to align stakeholders, adopt personalization at scale, and successfully implement a CDP. This approach ensures that all teams are working in unison, leveraging shared data, and focusing on customer-centric marketing strategies.
03 _

The
Results

Our comprehensive audit and strategic recommendations provided SAP with a clear roadmap for transforming their marketing operations. By implementing our recommendations, SAP can expect the following outcomes:
Result Stat Image
Enhanced Customer-Centric Marketing: A holistic approach to customer journeys will replace static campaigns.
Result Stat Image
Improved Data Quality and Utilization: Standardized data practices will enhance segmentation and targeting.
Result Stat Image
Streamlined Operations: Centralized processes and cross-department collaboration will increase efficiency and reduce operational complexities.
Result Stat Image
Smarter Decisions: Enhanced analytics and reporting will provide deeper insights into marketing performance.
Result Stat Image
Future-Proofed Technology Stack: Implementing a Customer Data Platform and preparing for cookie-less tracking will ensure adaptability to industry changes.
Result Stat Image
Increased ROI: Optimized marketing strategies will lead to better resource allocation and higher returns on investment.