reinventing sales @ sap –10 lessons from our design ...€¦ · reinventing sales @ sap –10...

INTERNAL

Koert Breebaart, Vice President, Digital Leadership, SAP Asia Pte Ltd 23 January, 2019

Reinventing Sales @ SAP – 10 Lessons from our DESIGN THINKING journey

The best-run businesses make the world run better.

413,000+Customers

95,000+Employees

25Industries

92%of the Forbes

Global 2000

are SAP

Customers

76%of the world’s

transactions

touch an SAP system

180+Countries

#28 of Fortune’s 2017

top 100 places to

work

18,000+Partners

WHO ARE WE?

3% of people consider

salespeople to be trustworthyHubSpot Global Jobs Poll Q3 2016

“We are using Design Thinking to gain

empathy for our customers and help you

realize your future through technology so we

can help the world run better and improve

people's lives.”

Our vision – Humanizing Business Software through Design

Empathy is our antidote. Innovation our ticket to the table on topic B.

Bill McDermott

5© 2019 SAP SE or an SAP affiliate company. All rights reserved.

INNOVATION = CREATIVITY x EXECUTION

6© 2019 SAP SE or an SAP affiliate company. All rights reserved.

INNOVATION = CREATIVITY x EXECUTION

PROBLEM SOLVING:W E ’ R E A L L G O O D AT T H I S B U T I T O F T E N L E A D S TO

I N C R E M E N TA L I N N OVAT I O N S

7© 2019 SAP SE or an SAP affiliate company. All rights reserved.

INNOVATION = CREATIVITY x EXECUTION

PROBLEM FINDING:I D E N T I F Y I N G T H E P R O B L E M W O R T H F I N D I N G I S W H AT O F T E N L E A D S TO

BREAKTHROUGH I N N OVAT I O N S

8© 2019 SAP SE or an SAP affiliate company. All rights reserved.

However, creativity is often capped

at large organizations

9

Something that our founder Hasso Plattner recognized many years ago…

10© 2019 SAP SE or an SAP affiliate company. All rights reserved.

D e s i g n T h i n k i n g h e l p s u s t o b u i l dT H E R I G H T S A L E S M I N D S E T

https://crazy4comiccon.files.wordpress.com/2015/03/starting-line.jpg

1. SHAMELESSLY HUMAN CENTERED

2. CONFIDENTLY ITERATIVE

3. BUSINESS AWARE

CURIOS TO UNDERSTAND A VARIETY OF PERSPECTIVES WHEN CREATING SOLUTIONS.

DARE TO PROTOTYPE, TEST, AND IMPROVE SOLUTIONS REPEATEDLY. WILLING TO SACRIFICE IDEAS.

DELIVER SOLUTIONS THAT BALANCE DESIRABILITY, FEASIBILITY AND VIABILITY .

11© 2019 SAP SE or an SAP affiliate company. All rights reserved.© 2015 SAP SE or an SAP affiliate company. All rights reserved.© 2017 SAP SE or an SAP affiliate company. All rights reserved.

WHAT m a d e

SAP s u c c e e d w i t h

DESIGN THINKING?

10 lessons from a journey that lasted more than a decade

© 2018 SAP SE or an SAP affiliate company. All rights reserved.

DESIGN THINKING: LESSONS LEARNED

What worked?

1. Design Thinking Process for Sales

SCOPING

SYNTHESIS

PROTOTYPINGUser test

RESEARCH

IDEATION

Solution space

Problem space

2. Strong Board

support

1. Visible board support

2. Hire external team of experts

3. Setup strong central team

4. Sales leaders to endorse DT training

3. Toolkit

17INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

4. Global DT

capability framework

KNOW IT(Basic Awareness)

PRACTICE IT(Basic Practice)

PROVE IT(Practitioner)

OWN IT(Mentor)

�Evangelists

• Represent SAP as DT Thought Leader

• Coach Practitioners

• Evolve the Design Thinking topic

• Lead select customer sessions

�Apply regularly in the Sales Cycle

• Practice in sales cycle with rev. related results

• Facilitate workshops with customers & follow-up

• Demonstrate use of new tools

nPractice Design Thinking in Sales Cycle

• Demonstrate use of at least 5 DT tools & the mindset

• Create visualization of ideas generated

• Contribute regularly to Jam

• Facilitate internal DT sessions & shadow customer sessions

Understand Design Thinking as it relates to sales

• Basic understanding Design Thinking

• Familiar with available resources All Employees – Yellow belts

CIP’s – Black belts

Practitioners - Green belts

GDT – Master Black belts

5. Design Thinking

Community

6. Design Thinking Spaces

• People-Centric

• Design-Driven

• Authentic

• Visionary

• Networked

• Value-Generating

7. Uses of DT

Internally

1. Vision & Strategy

2. Product innovation

3. Software development

4. Redesign internal processes

5. Enable a culture of innovation

21© 2019 SAP SE or an SAP affiliate company. All rights reserved.

DESIGN THINKING WITH CUSTOMERS: FROM LOOK, THINK,

DO TO ARTEFACT TO DEAL

8. External Design

Successes

22© 2018 SAP SE or an SAP affiliate company. All rights reserved.

9. Align with

Purpose

23© 2018 SAP SE or an SAP affiliate company. All rights reserved.

We now are helping our customers to build a DT

practice

https://www.youtube.com/watch?v=vkkmS9RfhQo

• Established a dedicated 6 people team of

Designers and Design Thinkers delivering

Design services

• Trained around 45-50 DT coaches via their

internal corporate academy

• Perception of the IT department has changed

within Daimler from an infrastructure provider to

an organization which drives innovation.

10. Become Design

Powerhouse

1. Design Thinking Process for Sales

SCOPING

SYNTHESIS

PROTOTYPINGUser test

RESEARCH

IDEATION

Solution space

Problem space

2. Strong Board

support

1. Visible board support

2. Hire external team of experts

3. Setup strong central team

4. Sales leaders to endorse DT training

3. Toolkit

16INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

4. Global DT

capability framework

KNOW IT(Basic Awareness)

PRACTICE IT(Basic Practice)

PROVE IT(Practitioner)

OWN IT(Mentor)

�Evangelists

• Represent SAP as DT Thought Leader

• Coach Practitioners

• Evolve the Design Thinking topic

• Lead select customer sessions

�Apply regularly in the Sales Cycle

• Practice in sales cycle with rev. related results

• Facilitate workshops with customers & follow-up

• Demonstrate use of new tools

nPractice Design Thinking in Sales Cycle

• Demonstrate use of at least 5 DT tools & the mindset

• Create visualization of ideas generated

• Contribute regularly to Jam

• Facilitate internal DT sessions & shadow customer sessions

Understand Design Thinking as it relates to sales

• Basic understanding Design Thinking

• Familiar with available resources All Employees – Yellow belts

CIP’s – Black belts

Practitioners - Green belts

GDT – Master Black belts

5. Design Thinking

Community

6. Design Thinking Spaces

• People-Centric

• Design-Driven

• Authentic

• Visionary

• Networked

• Value-Generating

7. Uses of DT

Internally

1. Vision & Strategy

2. Product innovation

3. Software development

4. Redesign internal processes

5. Enable a culture of innovation

20© 2019 SAP SE or an SAP affiliate company. All rights reserved.

DESIGN THINKING WITH CUSTOMERS: FROM LOOK, THINK,

DO TO ARTEFACT TO DEAL

8. External Design

Successes

21© 2018 SAP SE or an SAP affiliate company. All rights reserved.

9. Align with

Purpose

22© 2018 SAP SE or an SAP affiliate company. All rights reserved.

We now are helping our customers to build a DT

practice

https://www.youtube.com/watch?v=vkkmS9RfhQo

• Established a dedicated 6 people team of

Designers and Design Thinkers delivering

Design services

• Trained around 45-50 DT coaches via their

internal corporate academy

• Perception of the IT department has changed

within Daimler from an infrastructure provider to

an organization which drives innovation.

10. Become Design

Powerhouse

© 2018 SAP SE or an SAP affiliate company. All rights reserved.

DESIGN THINKING: LESSONS LEARNED

What worked?

1. Design Thinking Process for Sales

SCOPING

SYNTHESIS

PROTOTYPINGUser test

RESEARCH

IDEATION

Solution space

Problem space

2. Strong Board

support

1. Visible board support

2. Hire external team of experts

3. Setup strong central team

4. Sales leaders to endorse DT training

3. Toolkit

17INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ

4. Global DT

capability framework

KNOW IT(Basic Awareness)

PRACTICE IT(Basic Practice)

PROVE IT(Practitioner)

OWN IT(Mentor)

�Evangelists

• Represent SAP as DT Thought Leader

• Coach Practitioners

• Evolve the Design Thinking topic

• Lead select customer sessions

�Apply regularly in the Sales Cycle

• Practice in sales cycle with rev. related results

• Facilitate workshops with customers & follow-up

• Demonstrate use of new tools

nPractice Design Thinking in Sales Cycle

• Demonstrate use of at least 5 DT tools & the mindset

• Create visualization of ideas generated

• Contribute regularly to Jam

• Facilitate internal DT sessions & shadow customer sessions

Understand Design Thinking as it relates to sales

• Basic understanding Design Thinking

• Familiar with available resources All Employees – Yellow belts

CIP’s – Black belts

Practitioners - Green belts

GDT – Master Black belts

5. Design Thinking

Community

6. Design Thinking Spaces

• People-Centric

• Design-Driven

• Authentic

• Visionary

• Networked

• Value-Generating

7. Uses of DT

Internally

1. Vision & Strategy

2. Product innovation

3. Software development

4. Redesign internal processes

5. Enable a culture of innovation

21© 2019 SAP SE or an SAP affiliate company. All rights reserved.

DESIGN THINKING WITH CUSTOMERS: FROM LOOK, THINK,

DO TO ARTEFACT TO DEAL

8. External Design

Successes

22© 2018 SAP SE or an SAP affiliate company. All rights reserved.

9. Align with

Purpose

23© 2018 SAP SE or an SAP affiliate company. All rights reserved.

We now are helping our customers to build a DT

practice

https://www.youtube.com/watch?v=vkkmS9RfhQo

• Established a dedicated 6 people team of

Designers and Design Thinkers delivering

Design services

• Trained around 45-50 DT coaches via their

internal corporate academy

• Perception of the IT department has changed

within Daimler from an infrastructure provider to

an organization which drives innovation.

10. Become Design

Powerhouse

DESIGN THINKING: LESSONS LEARNED

What did not work?

1. Turn everybody in design

thinkers

2. Apply the scholar design

thinking frameworks

3. Guided design thinking

4. Design thinking for all large

deals

5. Treating DT as a sales funnel

© 2016 SAP SE or an SAP affiliate company. All rights reserved.

Thank You!

Questions?

Contact information:

Koert Breebaart

Vice President, SAP Asia

koert.Breebaart@sap.com

+65 92366819

Thank you.