Evolve your marketing strategy – with insights from SAP CMO Jonathan Becher

At a time when business models are continuously challenged, marketing strategy must provide the glue that binds different parts of a company around its brand promise. SAP CMO Jonathan Becher offers expert advice on how to do just that in “Marketing’s New Mandate: 5 Principles for Driving Business Value”. Principles include:

  • Listen to market voices and then represent them
  • Synchronize the customer experience across all channels
  • Be a brand steward by creating and amplifying a consistent message
  • Focus on metrics that measure outcomes, not activities
  • Be an integrator and force motivator across the company
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