SAP

SAP, a global leader in enterprise software, sought to move from a channel-driven, campaign-based marketing model to a solutions-focused, centralized, customer-centric approach on a modern technology stack.

To achieve this, SAP partnered with MOD+Co to lay the groundwork for the new model. The initiative spanned departments, technologies, platforms, and data integrations, culminating in a strategic roadmap for building a scalable, best-in-class marketing operation.

Capabilities

Industry

Enterprise Software

Go To Market

B2B CX Strategy

Marketing Strategy

Technology

MarTech Audit

MarTech Consulting

Transformation

Business Transformation

01

Three Pillars for a Customer-Centric Model

The Phase 1 engagement involved a comprehensive review of SAP’s technology stack, marketing processes, and data processes, mapping the use of engagement signals as part of segmentation best practices.

Preliminary recommendations centered on three pillars:

Unified Audience Management: standardizing segmentation for consistency and effectiveness.
Personalization at Scale: delivering customer-driven messaging tailored to individual preferences and behaviors.
Business Transformation: aligning internal processes and enabling teams to work toward common goals.

02

Technology Optimization

MOD+Co identified gaps in SAP’s tech stack and recommended optimizing the Adobe system for cohesive communication and personalization.

The team also advised future-proofing the AdTech stack for cookie-less tracking by leveraging a Customer Data Platform (CDP).

These actions enhance integration, streamline processes, and prepare SAP for future technological shifts.

03

Data Standardization

A high-level data audit led to a recommendation to standardize the use of engagement signals as part of segmentation best practices.

The focus was omnichannel strategy, email strategy, and Marketo integration.

These recommendations improve data quality, enhance targeting, and ensure consistent data practices across the organization.

04

People, Culture, and Process Alignment

MOD+Co proposed forming an Audience Center of Excellence and Journey Execution Pods to improve cross-department communication and implement an omnichannel strategy.

These recommendations align stakeholders, adopt personalization at scale, and set up a successful CDP implementation.

The result is teams working in unison, leveraging shared data, and focused on customer-centric marketing.

The Results

The audit and strategic recommendations gave SAP a clear roadmap for transforming its marketing operations.

Static campaigns give way to a holistic approach to customer journeys, built on standardized data practices that sharpen segmentation and targeting.

Centralized processes and cross-department collaboration reduce operational complexity, while a Customer Data Platform and cookie-less readiness keep the stack adaptable.

These are the outcomes SAP can expect as the recommendations are implemented.