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ITSMA 2016 Leadership Forum:

Embracing Audiences, Agile FuturePenny Delgadillo Valencia

Senior Vice President, Global Audience Marketing, SAP

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Major shifts in technology have

changed the business

landscape, the buyer’s journey,

how we approach marketing and

our paths as marketers.

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2

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SAP HANA PLATFORM

WorkforceEngagement

Supplier Collaboration

Business Networks

CustomerExperience

Omnichannel

Assets &

Internet of Things

Digital Core

Every company can develop a digital strategy across these 5 pillars:

1. Outcome-based customer experience

2. Re-platform core business processes and bring together business process and analytics in real time to be smarter, faster, and simpler

3. Smarter and engaged workforce across all employees

4. Supplier collaboration to accelerate growth

5. Harness assets and the Internet of Things to drive real-time insights and a new business model

SAP Enabling the “Digital Business Framework”

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WorkforceEngagement

Supplier Collaboration

Business Networks

CustomerExperience

Omnichannel

Assets &

Internet of Things

Digital Core

CHROCEO

CIODevelopers

CMOSalesServices

CFOProcurementSupply Chain

CFO

CIO

Core Audiences

3

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PR, Influencers/ Social

Selective Engagement High Touch

Emerging(Supply Chain, Mobility, Developers)

Acquired Businesses:CEC, Concur, Ariba

CIO CFO

Cross Audience Priorities: Platform, S/4Hana, Digital Boardroom

Services Marketing / Partners

Account Based Marketing / Customer Success

End to end Marketing Plan and ExecutionRegional footprint, Centers of Excellence, Alignment

SMECHRO

Analytics, Insights / ROB

Engagement Model Framework

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It starts with the

customer journey…

Audience Marketing

4

0%

20%

40%

60%

80%

100%

120%

2013 2014 2015

Vendor Delays Customer Delays Other

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Opportunity!

Buyers increasingly look to vendors to speed

up purchasing process

Q: Please estimate the

percent of delay

between the desired

and the actual

purchase time that is

the result of vendor's

marketing and sales

processes and your

internal buying

process?

Shadow IT

Business Projects

Business Funded: Joint IT & Business Projects

IT Funded: Joint IT and Business Projects

IT Projects

© IDC Visit us at IDC.com and follow us on Twitter: @IDCSource: IDC 2015 Line of Business Study

Rise of LOB Buyer

20%

23%

20%

20%

17%

Business buyers continue to influence

80% of all tech purchases and fund 60%

2015

5

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AUDIENCE MARKETING is…

The strategy for segmenting around meaningful audience attributes

and the development of actionable practices around these cohorts.

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#

%

%

$

Reach + NPS

Click through

MQL

Prospects + Pipe

Global KPI

Local KPI

Awareness

Engagement

Intent

Close

Accountability & connecting KPIs

Post sale engagementNurture

Fewer campaigns, connected across Audiences and the Customer lifecycle

HR Platform Finance

Awareness Engagement Intent/Purchase Nurture

Connect

messageConnect

message

Strategic ObjectiveLand grab/Revenue/Compete etc.

STP Model for Audiences and Campaigns

Segmentation

Targeting

Positioning

Execution

Audience Campaigns Framework

6

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Awareness Consideration Purchase Advocacy

‘Live Business’ Across the Customer Journey

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The Modern Marketer

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Lessons Learned

J Curve

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My Approach

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Lessons Learned

Standardization with

One Voice to the Market

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Lessons Learned

Cross-Audience

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Lessons Learned

Reimaging Influencers,

PR and Evangelism

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Lessons Learned

Measure/Monetize

Wrap-Up and Q&A

??

?

??

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Thank you!Penny Delgadillo ValenciaTwitter: @PennyDelgadillo

LinkedIn: Penny-Delgadillo