Case Study
Setting up SAP’s global Center of Excellence
Challenge
SAP, a global industry leader, recognized the need to amplify its Account-Based Marketing (ABM) program. While it had achieved success in various regions, there was a crucial lack of scalability and impact required for global expansion. The imperative was to establish SAP's Global ABM Center of Excellence (CoE), designed to not only enhance program quality but also significantly contribute to SAP's success.
At a glance
- Scaled across x300% more accounts
- Generated €800M+ of pipeline
- Secured second largest deal in SAP’s history
X300%
More accounts scaled across
€800M+
Of pipeline generated
Action
- We designed the ABM approach for the CoE, offering guidance on account selection, strategy, and insights to prove the model in top accounts
- We collaborated with marketing and account teams to create and launch 1:few ABM plans for all six industries
- We built personalized plans for global accounts, along with 1:few toolkits for SAP divisions Concur and Ariba
- We hosted workshops for field teams and provided self-service platforms, enabling all markets to access assets and adapt content. This allowed for a scalable implementation of the ABM approach across a more extensive account base
Impact
By establishing SAP's Global ABM Center of Excellence and scalable ABM program, we’ve enabled the organization to significantly expand its account reach. This has contributed to remarkable achievements, including generating €800M+ of pipeline and securing the second-largest deal in SAP's history.
- Achieved a remarkable x300% increase in account scalability
- Generated €800M+ of pipeline through strategic ABM initiatives
- Secured the second-largest deal in SAP's history