SAP

Introduction:

As the world’s leading provider of business software, SAP delivers products and services which help accelerate business innovation for its customers. They believe that doing so will unleash growth and create significant new value – for customers, SAP, and ultimately, entire industries and the economy at large ‐ making the world a better place for people everywhere. Today, more than 82,000 customers in more than 120 countries run SAP applications – from distinct solutions addressing the needs of small businesses and midsize companies to suite offerings for global organizations.

With more than 40 years of experience and nearly 50,000 customers, SAP’s market‐leading enterprise resource planning (ERP) software is a proven, trusted foundation – built to support the world’s largest organizations. This software leverages role‐based access to critical data, applications, and analytical tools – and streamline processes across procurement, manufacturing, service, sales, finance, and HR. Around the globe, SAP became the premiere choice for ERP software for Tier 1 companies in the consumer goods industry.

Challenge:

While SAP dominated ERP software sales in the Tier 1 space, they experienced difficulty capturing Tier 2 and Tier 3 companies in the consumer goods industry. SAP’s Sales and Business Development team struggled to break into these accounts; a key challenge was the Tier 2 & 3 CPG companies perceived that SAP was focused more on larger enterprises, not the mid‐ market. In addition, SAP did not have the support focus, resources, or bandwidth from internal sales and business development resources to effectively roll out ERP solutions into Tier 2 & 3 accounts. The Sales team was consumed by business development and major account management of Tier 1 customers.

In addition, SAP needed to find a partner to assist them, specifically a Tier 2 and Tier 3‐ focused consulting services group, which would help reposition their offering to increase win‐rates in the mid‐sized market. SAP needed to capture the leading accounts and solidify ample sales pipeline, in order to eventually dominate the Tier 2 & 3 CPG market for ERP software. They wanted a steady stream of high quality opportunities delivered to their Sales team in order to increase productivity and create more sales capacity.

Solution:

SAP turned to VizQuest to lead a successful campaign that would fulfill these objectives. VizQuest implemented their proprietary methodology, Pipeline PlusTM to effectively, efficiently, and rapidly build SAP’s sales pipeline through the creation of Validated Sales Opportunities (VSO). A VSO is a confirmed prospective buyer, such as a key influencer or decision maker, who has the right situation, problem, or opportunity that a company’s solution addresses. They have serious intent to investigate a solution, and there is a defined action item for advancing the sale after the buyer has seen a sales presentation. VSOs create shorter sales cycles and better ROI on business development investments. Pipeline Plus, a comprehensive business development program accelerated revenue growth by creating a consistent, scalable flow of the highest quality sales opportunities; enabling SAP’s Sales team to be more productive to maximize yield on sales capacity. VizQuest executed their Revenue Factory Model to rapidly identify and engage target decision markers. They created multi‐touch‐point campaigns and leveraged their extensive referral network to develop opportunities and close sales for the SAP solution.

With the Pipeline Plus program, VizQuest worked closely alongside SAP to launch a new go‐to‐ market strategy, focusing on creating and conveying a new value proposition targeted toward the right companies within Tier 2 & 3 CPG accounts. Additionally, VizQuest leveraged their Executive referral network in order to arrange a partnership between SAP and Clarkston Consulting.

This partnership added even more value to the campaign, as even more VSOs were produced within the Tier 2 & 3 market, allowing SAP to capture the new customer base. Once they established a presence for SAP’s software in the mid‐sized market, VizQuest drove revenue and pipeline growth significantly, aiming to solidify SAP’s longevity and foothold in the Tier 2 and Tier 3 space.

Result:

VizQuest produced over 35 VSOs in 3‐months and drove $110M in pipeline. VizQuest helped SAP successfully present their ERP software to Tier 2 and Tier 3 companies in the consumer goods industry, and developed high quality opportunities for SAP. These opportunities turned into deals with major new accounts within target industries, therefore increasing SAP’s sales pipeline and revenue growth. The program engaged SAP with major new accounts, including Wrigley, VF Corporation, Unilever, Tyson Foods, Purina Mills, Hasbro, Inc., and Bose Corporation. Today, SAP is one of the leading ERP software providers in the Tier 2 & 3 CPG market.

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