1 © 2014 SAP AG or an SAP affiliate company. All rights reserved.

David J. Hutchison

Senior Vice President, Marketing

2

HOW I BECAME A MARKETER

DILBERT © 2010 Scott Adams. Used By permission of UNIVERSAL UCLICK. All rights reserved.

3

PROFILE OF THE “SECRET SHOPPER”

67%

75%

76%

Done without YOU

Start with Search

Phone a friend

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ANATOMY OF A DISCONNECT…

Awareness/Demand Gen

Enablement

92%

5

THREE PRINCIPLES FOR SUCCESS

One Flag

One Voice

One Focus

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PRINCIPLE #1: ONE FLAG

Win Together, Lose Together

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PRINCIPLE #2: ONE VOICE

Are your sales people

fluent in these channels?

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PRINCIPLE 3: ONE FOCUS

DILBERT © 2007 Scott Adams. Used By permission of UNIVERSAL UCLICK. All rights reserved.

9

CALL TO ACTION:

3 things you should do tomorrow

IF YOU ARE SALES:

Get a social media

tune-up

Develop a social selling

strategy

Agree with Marketing on

what success looks like

IF YOU ARE MARKETING:

Inspect your plans and

inject flexibility as needed

Provide enablement around

new engagement models

Agree with sales on what

success looks like

1.

2.

3.

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The Future of Sales is Marketing

MARKETING

Sales

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David J. Hutchison Senior Vice President, Marketing

david.hutchison@sap.com

@dave_hutchison