Maggie Fox, Senior Vice President, Global Marketing, SAP
“If you want to effect big change, you have to get people to go with you … and it’s not always easy, and sometimes we forget,” said Maggie Fox, Senior Vice President, Global Marketing, SAP in her MarketingSherpa Summit 2016 presentation.
In this 30-minute session, Fox discusses how her team committed to delivering "the best digital experience in the world" at one of the world’s largest software companies.
Any project, however, even if it’s going to give your customers the best experience in the world, has to attain buy-in.
“It’s really about the culture change … it was interesting starting this project, that there had to be some convincing done. The tools weren’t going to solve the problem, we had to get the people on board,” she said.
With 57% of the customer decision journey (even in complex B2B sales) happening before a prospect even contacts you and 80% of sales involving search, having a simple, easy-to-navigate digital experience is a must-have. But it’s not easy and often requires a complete transformation.
Fox will discuss how the program team worked with multiple stakeholders across multiple lines of business — as well as through technical and cultural challenges — to deliver the digital transformation project that no one thought was possible.
You don’t have to be as large as SAP to gain insights from this session. In it, you will learn:
“For us, it was really important that we weren’t just making something pretty, but that we were helping the business in a really strategic way,” Fox said.
See speakers like this on the stage at MarketingSherpa Summit 2017 in Las Vegas
Get the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
Denis Mrkva, General Manager, HealthSpire, a startup within Aetna, shares what he has learned while leading a team that sells Medicare Advantage plans to older customers.
Marketing 101: Copywriting vs. Copy Editing vs. Content Writing
Customer-First Marketing: How The Global Leadership Summit grew attendance by 16% to 400,000
Download a free 54-page report to learn about our latest discoveries based on research with 2,400 consumers.