SAP's Digital Transformation to Run Simple: How a ... · Session Title MAGGIE FOX Sr. Vice...
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Session Title
MAGGIE FOXSr. Vice President of SAP Experience, Global MarketingSAP
SAP's Digital Transformation to Run Simple: How a streamlined online presence accelerated development and testing
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Maggie FoxSr. Vice President of SAP Experience, Global MarketingSAP
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Agenda
1. What is digital transformation?
2. What was SAP’s challenge?
3. What we did and what we learned.
4. Why marketing is strategy.
Robots - Justin Morgan -
https://www.flickr.com/photos/jmorgan/
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What does digital
transformation really mean?
Digital Transformation
My neighbor digitally transformed
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SAP experience
Our Mandate:
relevancenoun rel·e·vance \ˈre-lə-vən(t)s\
The right thing, in the right place, at the right time, in order to meet audience information needs and
drive revenue.
We shape a relevant, simple and engaging
SAP experience, and we do it digital first.
Our Mission:
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SAP’s own digital transformation
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ONE Digital Experience (1DX)Delivering the Best Digital Experience
in the World
SAP’s own digital transformation
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ONE Digital Experience (1DX)
This is a conversation about SAP’s digital transformation.
It’s not a marketing issue, but a business issue
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We need to make it easy for anyone to do business with SAP online. This means providing one digital experience that helps our internal and external audiences complete their tasks and accomplish theirgoals, not an experience that reflects SAP’s complexity and organizational silos. By delivering value to our audiences we will be relevant throughout the customer decision journey.
ONE Digital Experience December 2013:
Our first Steering Committee Meeting, we’re given a board mandate.
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We need to make it easy for anyone to do business with SAP online. This means providing one digital experience that helps our internal and external audiences complete their tasks and accomplish theirgoals, not an experience that reflects SAP’s complexity and organizational silos. By delivering value to our audiences we will be relevant throughout the customer decision journey.
ONE Digital Experience
We need to make it easy for anyone to do business with SAP online. This means providing one digital experience that helps our internal and external audiences complete their tasks and accomplish theirgoals, not an experience that reflects SAP’s complexity and organizational silos. By delivering value to our audiences we will be relevant throughout the customer decision journey.
December 2013:
Our first Steering Committee Meeting, we’re given a board mandate.
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ONE Digital Experience
• 57% of the customer decision journey happens
before getting on the phone with a sales rep
• 80% of B2B sales involve a search
January 2014:
Introducing ONE Digital Experience to the company.
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ONE Digital ExperienceJanuary 2014:
Introducing ONE Digital Experience to the company.
Thanks “Jim”
Bill
• 57% of the customer decision journey happens
before getting on the phone with a sales rep
• 80% of B2B sales involve a search
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SAP internal reality
• SAP SEO Team
• Global Syndication Team
• Content Account Managers (CAMS)
• Digital Platform
• Business Teams
• Solution Marketers
• Studio SAP
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*Identify needs and opportunities
1
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*Identify needs and opportunities
1
Take action2
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*Identify needs and opportunities
1
Take action2
3 Scope and buy software
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*Identify needs and opportunities
1
Take action2
3 Scope and buy software
Implement software and business processes
4
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*Identify needs and opportunities
1
Take action2
3 Scope and buy software
Implement software and business processes
4
Maintain and support
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Customer
* Strategic UX research by the Digital Experience Team in Global Marketing in 2012 to create a thorough understanding of customer needs and expectations.
Customer experience map*Identify needs and opportunities
1
Take action2
3 Scope and buy software
Implement software and business processes
4
Maintain and support
5
Measure success6
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SAP’s own digital transformationTwo major initiatives:
• ONE Digital Experience is nimble, highly accountable and will deliver results quickly and often
• Success depends on team’s commitment to execution andagility
February 2014:
Steering Committee Meeting: The culture-setting is beginning.
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The importance of quick wins
March 2014:
We commit to immediate results: website shutdowns.
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Communicate, communicate, communicate
• Over 2,400 people subscribed to our email update list
• Almost 2,100 members on our internal SAP Jam collaboration site Building the
conditions for success.
March 2014:
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“Culture eats strategy.”
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John P. Kotter’s “Eight Principles”
1. Increase urgency
2. Build the guiding team
3. Get the vision right
4. Communicate for buy-in
5. Empower action
6. Create short-term wins
7. Don’t let up
8. Make change stick
Change management is pivotal
Building the conditions for success.
March 2014:
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40% reduction in our online complexity, setting the bar high.
ONE Digital Experience: Mandate
July 2014:
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40% reduction in our online complexity, setting the bar high.
ONE Digital Experience: Mandate
July 2014:
• We will deliver the best digital experience in the world,simplifying SAP’s online presence and making it easy for customers to find and act on the information they need.
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40% reduction in our online complexity, setting the bar high.
ONE Digital Experience: Mandate
July 2014:
• We will deliver the best digital experience in the world,simplifying SAP’s online presence and making it easy for customers to find and act on the information they need.
• We will deliver a consistent digital experience that provides clear direction, relevant content and the features and functionality that our audience expects.
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ONE Digital Experience: Mandate
• We will deliver the best digital experience in the world,simplifying SAP’s online presence and making it easy for customers to find and act on the information they need.
• We will deliver a consistent digital experience that provides clear direction, relevant content and the features and functionality that our audience expects.
• We will make it easy for anyone to do business with SAP online.
July 2014:
40% reduction in our online complexity, setting the bar high.
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Cost avoidance*
• Estimation / projections provided by Marketing and IT; For indication purposes only. See appendix for more details
• $120k from retired Web properties
• $200k of not spent SEO budget for traffic re-direct from former
mirror pages to SAP.com
• 100k of internal effort saved
• $3 million microsite cost avoidance Q2/3
}
$3.4 million of cost avoidance in 2014
50% reduction in our online complexity. We embody “Run Simple.”
Results: Reduction in the number of websites
September 2014:
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75% faster development timelines at 20% the cost*
Prototypes for tests produced 40% faster at 3% the cost
85% reduction in user research fees
Streamlining and accelerating development and testing
Results: Simplifying our digital experience
50% reduction in our online complexity. We embody “Run Simple.”
September 2014:
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Starting with our Solution Portfolio
The past:
• Key sites like SAP.com and Solution Explorer display drastically different content for the same offerings
• Solution information on 10+ websites
• Gaps between what customers are looking for and what we provide
Results: Improving the experience
50% reduction in our online complexity. We embody “Run Simple.”
September 2014:
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Results: Redesigned HR Solution Portfolio Single source of truth
Localized copywriting for relevancy to local market
Localized call-to-action links to encourage engagement
Localized imagery to portray sense of familiarity
50% reduction in our online complexity. We embody “Run Simple.”
September 2014:
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Just for Fun: Legacy workflow
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Just for Fun: Legacy workflow
Content was reviewed at least eight times.
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How we shifted to run simple
50% + reduction in our online complexity. We’re about to launch our new digital experience.
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How we shifted to run simple
50% + reduction in our online complexity. We’re about to launch our new digital experience.
1Changing our processes and team structure
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How we shifted to run simple
50% + reduction in our online complexity. We’re about to launch our new digital experience.
2Shift in development methodology (waterfall to agile)
1Changing our processes and team structure
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How we shifted to run simple
50% + reduction in our online complexity. We’re about to launch our new digital experience.
2Shift in development methodology (waterfall to agile)
Changing development
partners
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1Changing our processes and team structure
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How we shifted to run simple
2Shift in development methodology (waterfall to agile)
Changing development
partners
Implementation of Adobe Experience Manager on HCP
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1Changing our processes and team structure 50% +
reduction in our online complexity. We’re about to launch our new digital experience.
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Introducing the new
SAP digital experience
50% + reduction in our online complexity. We’re about to launch our new digital experience.
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Post-Launch: Keeping the momentum going
61% reduction in our online complexity,keeping the momentum going.
March 2015:
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ONE Digital ExperienceYear 2 of our 3+ Year Board-Mandated Transformation Project
SAP’s new digital experience previews: SAPPHIRE NOW 2014
ONE Digital Experience full launchJanuary 2015
Complete Customer Experience including localization for 47 countries 2015
Next Gen Community, Developer, Partner, Support Portal, Store, Legacy shutdown 2016
1DX: Running Simple
New Digital Experience: Dramatically simplified navigation and UX
reduction in websites – 608 to 113
82% 75% faster Web development at
the costreduction in social channels
37% Localized content now in-market
60%20% faster
33.2%of Marketing leads created from a Digital related activity
Best mobile designIndustry recognition for Digital Experience
Benchmarking isunderway, and we haveset the bar very high
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Surviving and thriving
• Marketing is strategy.
• There is no “standard” digital transformation.
• Change is hard.
• Do it right and you’ll lead the business.
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Thank YouMaggie Fox@maggiefox