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The Three Pillars of a Customer-Centric Organization

In today’s business world where the customer reigns supreme, we hear lots of talk about the importance of becoming customer-centric organizations. But many companies struggle to bring this to fruition. And for good reason. Responding adeptly to each unique customer journey is no small feat. Yet it’s nonnegotiable for companies that want to effectively attract, engage, and retain customers – and rise to the top of their industry. At SAP, we are so convinced of the value and power of customer centricity that we partnered with the CMO Council to expose the gap between the vision and the reality....

Storytelling for business is no fairy tale

  Daniel Hunter at Examiner.com has a great post on storytelling in a business context: “Effective storytelling enables people both outside and within an organization to get connected to people whose lives have improved through technology. Business stories may be more modest than the pageantry of Gone With the Wind, yet in their own right they can be quite powerful.” Read more at JulieRoehm.net

On Tumblr

With the latest surge in micro blogging (twitter), image sharing (Pinterest) and anonymous posting (Whisper, Secret) Tumblr looks to be in the sweet spot. Tubmblr is focused on visual, short form, and (potentially) anonymous publishing. Unlike Facebook or other social networks that want you to use your real name and to share your your real-person friends, Tumblr makes no such demands. That covers the anonymity craze. Furthermore, it has an interface that makes reblogging easy while putting the emphasis on images. That covers image sharing. And finally, it centers around pithy comments and copy...

Queen Bee Live

Super psyched to be a judge on the new Queen Bee show. QUEEN BEE is a reality competition that finds outstanding female entrepreneurs – and challenges them to create the next big consumer brand. Mentored and judged by a panel of successful entrepreneurs and bolstered by audience participation via crowd funding, these women battle to take their businesses to the top. Who will be worthy of the QUEEN BEE title? Check it out at http://www.ora.tv/queenbee

Using Mobile Marketing Correctly

Using Mobile Marketing Correctly Jonathan Becher, Chief Marketing Officer, SAP Julie Roehm, Chief Storyteller and Senior Vice President, Marketing, SAP The number one mistake marketers make is to develop a standalone strategy for marketing on mobile devices as opposed to creating a campaign with a clear goal and then using multiple channels to achieve it. For example, is the goal brand awareness or purchase consideration? Is the goal to net new leads or increase pipeline acceleration? A campaign that is conducted solely through mobile strategy might create some awareness, but it is unlikely to...

Elevating the Voice of the Consumer in the B2B World

At SAP it’s a pleasure to work with an incredible group of customers, partners, and stakeholders.  Every customer is different and has a story, a history, and a unique perspective. I have been listening to some of these stories, and want to share a recent presentation the goes into the details on how brands can listen to, learn from, and grow with the stories of their users. Some of the key points: -Through the ages, technology and media, whether stone or the sound of our voice or pixels on a screen, has dramatically influenced the way we communicate and tell stories -Today, with digital...

Job interview blunders to avoid at all costs

From failure to do one’s homework to neglecting to brush one’s teeth, these blunders are as appalling as they are amusing. How many have you seen or—God forbid—committed? Some of you might remember the quote from the movie “Top Gun” in which Goose says to Maverick, “We regret to inform you that your sons are dead, because they were stupid.” I couldn’t help but think about that line as I was writing this article: “We regret to inform you that you are not hired—because you are stupid.” The genesis of this article came from a piece I wrote...

Telling the story

Part 1 of 3 Julie Roehm, senior vice president of marketing and “chief storyteller” is new to SAP. She is helping the company change the way it talks, using digital media to communicate internally and externally. Also new at SAP is Roehm’s team, Customer Central. “The opportunity we see with this position and team is to be the proof point for SAP’s work,” Roehm says. “We want to be the megaphone for the voice of the customers, relating their stories and describing how SAP helps them and their customers operate more efficiently. We tell these stories through the customers’ eyes.” The...

Jumping the Shark..in a GOOD Way

I love this time of the year. The kids go back to school, (yeah!), the deepest heat of the summer subsides and as a last hoorah, I watch Shark Week with my family. We love it, always have. Clearly, we are not alone. This graph is from Ad Age and shows the successive increase in viewership for Shark Week over the past decade. To put these numbers into perspective, the Olympics closing ceremony had just over 31 million viewers. Pretty good for a cable network running shows about sharks. As Ad Age reports, they have built this franchise over the years by having celebrity hosts like Peter Benchley....

How to make a splash at your new job

I love my new job, and I love my new title. I am the “chief storyteller” for SAP. My official title is senior vice president marketing, customer central, SAP, “chief storyteller,” but the chief storyteller part is what I find the most fun. I can’t take credit for the name, as that was given to me by one of our co-CEOs. But the point in his mind, I think, was that B2B companies have great stories to tell, especially SAP. In this digital age where information is overwhelming, breaking through the clutter and differentiating are essential and often overly complicated...
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