Session Title

Speaker NameSpeaker Company

Fred IsbellSenior Director,

SAP Services MarketingMay 2014

Navigating the Brave New World:

Technology Considerations for the 3rd Platform

#MarketingForum

About Fred Isbell

Senior Director, Field Engagement, Planning and Demand Management for SAP Global Services Marketing

Joined SAP 2000 as Director North America SMB Channels Marketing 2000-2004

Senior Director NA Marketing Services Marketing 2004-2012

Solutions and Services Marketing at Compaq Computer/Digital Equipment Corporation 1988-2000

Senior Consultant, Burke Marketing Services and IRI

BA Economics & Political Science Yale and MBA Marketing Duke; Duke/Fuqua Scholar

Hockey player, coach, fan and more….

Enter the Era of the “Super Marketer”:Many New Demands

But – no one person can “do it all”

Marketers are more likely now to not come from traditional marketing degree & backgrounds

Both Art & Science

Technologies, Industry Experts, and Journalists now among the mix

Source: ITSMA December 2013

Why do we need to understand new technology and innovations?

Bill McDermottSAP CEOJanuary 2013

Bill’s Advice: "Get involved with technology. No matter what you choose to do in your field of endeavor, technology will be in one form or another the basis for the business model”.

http://www.youtube.com/watch?v=KT0AYWWGtS0&feature=youtu.be

Agenda

A new era of IT innovation Big Data and Business Analytics Mobile Solutions Social Media and Digital Transformation Cloud Computing Making Sense of Marketing Technology SAP and the third platform Key Points to Take Home Summary/Q&A

My Information Technology (IT) Evolution

IBM 3270Terminal

Compaq“Portable”

My TechStack c.2013

DesktopLaptopiPAQ PDA

Navigating The Third Platform

1st -Mainframe and terminals

2nd - LAN/Internet and Client/Server and PCs and fueled last 25 years of growth

3rd - Mobile, Social, Big Data and Cloud

New solutions will be built upon this – and this is the source of most of the new growth we will experience

Source: IDC

The Third Platform is all about Scale:From thousands to millions to trillions!

Dimensions:

Users

Devices

Applications

Data & Content

Source: IDC 2013

Gartner Perspective: The Nexus of Forces

“The Nexus of Forces is the convergence and mutual reinforcement of social, mobility, cloud and information patterns that drive new business scenarios. Although these forces are innovative and disruptive on their own; together they are revolutionizing business and society, disrupting old business models and creating new leaders. The Nexus is the basis of the technology platform of the future.”

Source: Gartner 2013

Big Data and Business Analytics

Navigating the Data and Information Explosion

Business Intelligence

Rise of the Information Worker

Real-Time Information Access

Big Data on top of Next-Generation Database Technology is the new “Killer App”

Dashboards

Predictive Analytics

Michele ChambersChief Strategy Officer, Revolution AnalyticsFuqua MBA

Mr. DataBrent Spiner

Best Practice in Big Data and Business Analytics

SAP Marketing investment in Demand Management and Pipeline reporting using SAP Business Objects WEBI tools

Served up on portal site and supported by SAP JAM site for practitioners

Integration into SAP Marketing Database

Real-time access to reports in the cloud 7x24

Mobile views supported

Integration into MS Office tools for reporting

Mobile Solutions

Where’s the growth? Not in Laptops and PCs -- in Tablets and Mobile Devices

Consumerization of IT

“Bring Your Own Device” (BYOD)

Huge and Amazing Growth Opportunity

Best Practice in Mobile Solutions

SAP Global Lead Platform – internal SAP program for lead generation from SAP consultants world-wide

Rolled out initially on portal-based/web application for lead entry

Mobile application added with increased ease of use and mobile “anywhere” access

Available for iPAD and iPhone IOS devices

Integration with Outlook contacts and Linked-In

Social Media and Digital Transformation

Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially)

A variation known as Reed’s Law speaks specifically to the utility obtained from scaling social networks

Pull versus Push Best Practices: Learn,

Observe, Listen, Jump in and Actively Participate

Blurs the line between work and private life, get used to it, it’s not going away!

“Successful digital transformation comes not from implementing new technologies but from transforming your organization to take advantage of the possibilities that new technologies provide.”

MIT Center for Digital Business

Best Practices in Social Marketing Jonathan Becher SAP CMO

blogs.sap.com/jonathanbecherTwitter: @jbecher www.linkedin.com/in/jbecher

SAP Marketing

Pillars

Duke MS Computer ScienceUVA BS Computer Science

Three Must-Do's For The Modern Marketer:1. Embrace Next-Generation Skills

2. Measure What Matters

3. Walk A Mile In Your Customers' Shoes

#22 Social Media MagazineTop CMOs on Twitter

Cloud Computing

Software as a Service (SaaS) Platform as a Service (Paas) Infrastructure as a Service (IaaS) Business Process as a Service

(BaaS) Public Cloud and Private Clouds Collaboration & Business

Networks

Source: VMware study: IT decision-makers from 7 countries asked about investment plans for next 18 months

“Cloud computing is a game-changing concept (and) is really a way of provisioning and using technology, not a technology in itself!”

Source: PAC 2013

Best Practices in Technology Adoption:SAP Runs SAP in the Cloud

SAP HANA

Cloud MobileAnalyticsDatabase /TechnologyApplications

SAP Runs

“We are the second largest user of iPads globally”

SAP Business Suitepowered by SAP HANA

SAP CRM on HANA

In-Memory

Analytics with

SAP HANA

BI & Visual

Intelligence

SAP Data

Services

Global Foundation

for Innovation

Best Practices

Rapid Deployment

with SAP RDS

Access to SAP

Consulting bench

Opportunities & Project Considerations:Cloud Computing

Utilize or build upon cloud technologies to create business-relevant functionality

Collaboration tools and integration are to key simplifying processes

Mobility is a key argument for and a driver of cloud solutions

Big data is synergistic with the cloud – much of the use of big data originates in the cloud

Digital marketing & Cloud integration is key to making this happen

Cloud computing is transforming the way that application testing is performed – testing as a service (TaaS?)

Think about the business need and stress how cloud helps you deliver against those needs more effectively

Source: PAC 2013

Cloud readiness varies by region

Making Sense of Marketing Technology:the Rise of the Digital CMO

“The CMO is expected to spend more on technology than the CIO by 2017” – Gartner 2013

“Gartner predicted that by 2017, the CMO’s technology budget will exceed the CIO’s. Why? Because more often than not, it’s the CMO who is expected to drive this digital transformation, which is deeply dependent on technology “– Harvard Business Review 2013

Source: HBR 2013

Making Sense of Marketing Technology:CMO Marketing Technology Priorities

But First: 7 Laws of Technology for Marketers

1. Moore’s Law: The most famous technology law of all time: the performance of hardware doubles about every 2 years

2. Wirth’s Law (aka Gate’s Law): software gets slower more rapidly than hardware becomes faster

3. Brooks’ Law: adding manpower to a late software project makes it later

4. Hofstadter’s Law: it always takes longer than you expect, even when you take into account Hofstadter’s Law (it’s hard to predict complex outcomes accurately)

5. Segal’s Law: a man with a watch knows what time it is; a man with two watches is never sure (and Tom Davenport: “Analytics shouldn’t be about the math”)

6. Conway’s Law: any piece of software reflects the organizational structure that produced it (note “design by committee”)

7. Metcalfe’s Law: the value of a network is proportional to the square of the number of connected users (a network’s value grows exponentially); a variation known

as Reed’s Law speaks specifically to the utility obtained from scaling social networks

/

Source: Chief Marketing Technologist BLOGhttp://chiefmartec.com/2011/08/7-laws-of-technology-for-marketers

Navigating the Marketing Technology Landscape (c. 2013)

Recommendation to focus upon:

Customer Relationship Management (CRM)

Marketing Automation

Marketing Dashboards

Digital Media

Big Data, Business Analytics & Reporting

Marketing Technology Landscape

Source: Scott Brinker @chiefmartechttp://www.chiefmartec.com The very cool marketing technology LUMAscape – May 2013Marketing Technology Landscape Supergraphic – September 2012

Big Data is (are) a big piece of the puzzle:Kern’s Pillars of Demand Generation

“The task is daunting and overwhelming. There are approximately 30 major technology categories with hundreds of vendors that marketers must consider utilizing (not including the various big data applications required to create dramatically differentiated customer experiences). Just look at the complexity of the marketing landscape published by Lumascape”

-- Russel Kern 2014Source: THE 8 PILLARS OF DEMAND GENERATION FOR MODERN B2B MARKETERShttp://kernagency.com/roinsider/8-pillars-demand-generation-modern-b2b-marketers-2/#sthash.F4RhLJ68.dpuf

Navigating the Marketing Technology Landscape (c. 2014)

New view thanks to the folks at Luma Partners

Looks like things have not gotten any less complicated

Impact of acquisitions

Life in the Cloud – the new delivery & consumption paradigm

SAP is the World’s Largest Enterprise Applications Software Company

As the world's leading provider of enterprise application software, SAP (NYSE: SAP) delivers products and services that help accelerate business innovation for its more than 250,000 customers in more than 188 countries.

SAP is Recognizedas an Employer of Choice

41-year history of innovation and growth as a true industry leader

250,000+SAP customers

188Countries

25Industries

66,000+Employees

€ 16.2 billion Annual revenue

63%World’s transactions touch SAP

SAP and the Transition to the 3rd Platform

SAP and the Transition to the 3rd Platform

“SAP, in its 40-year history, has made the journey from the 1st Platform (mainframes) to the 2nd Platform (client/server) and is laying the groundwork to shift to the 3rd Platform. SAP now delivers a growing portfolio of 3rd Platform applications. In support of these offerings, SAP also provides a set of targeted, fixed-priced, and scoped packages called SAP Rapid Deployment solutions to address the challenges for organizations in transitioning to the 3rd Platform.”-- Henry MorrisSenior VP, Worldwide Software and Services Research, IDC

Source: IDC 2013

Key Points to Take Home

The Third Platform and the combination of these innovations is the foundation for the future

You must think differently and address a new scale of users, devices, applications and data & content in a whole new way

The Line of Business (LOB) is key to the future – witness the growth in technology for marketing – and a new partnership between IT and the LOB is emerging around systems of engagement ands systems of record

Address business and technology outcomes in your projects and key initiatives – and the change management aspect with people

Live next generation solutions, embrace mobility, experience big data through one of the many “sandbox” environments and grow team collaboration with cloud-based tools/solutions

It’s a great time in the industry and in our careers!

Discussion and Q&A

Thank You!Fred IsbellSenior Director, SAP Services Marketingfred.isbell@sap.com www.sap.com/services

Twitter: Fmisbell Facebook: Fred M Isbell Linked In: www.linkedin.com/pub/fred-isbell/0/827/903Edit

Sample Slide

Effective Titles and Graphics– 1-2 strong graphics; 2-3 bullet points per slide only– Slides help people stay focused

Be consistent– Same font, size, & color with headings and subheadings

Avoid wordiness– Key words/ phrases only– Strong images = higher retention