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SAP Sapphire reimagined for 2020: The respectable, dangerous and grotesque of Christian Klein's keynote | PEGACPBA73V1 Latest subjects and boot camp


SAP CEO Christian Klein 

I haven't written anything else "analytical" for a while. i was preoccupied with some things which I doubt I should repeat to you – given that you were and are too, but they left me with a extreme author's block. So, making an attempt to disregard the writer's block and nonetheless be productive, I spent lots of time working on video (CRM Playaz related) and also taking into consideration what i'm going to do with the CRM Watchlist this yr (investigate the conclusion of this post for that). however Monday, June 15, 2020, SAP CEO Christian Klein gave a keynote speech and, similar to that, the writer's block crumbled and here they are.

What i'm going to move through is simply his keynote, not the conference as a whole, on the grounds that my simple challenge is SAP's direction and perpetually, that is covered in the CEO's speech at essential conferences. His job is to no longer just body the proceedings however speak to the outlook and the direction and execution of that direction for the business for as a minimum the subsequent 12 months. however during this case, since the pandemic forced us into a digital universe that relies on digital production and viewing, i'm also going to discuss what SAP did to provide their virtual experience and peculiarly the keynote session. There are instructions to be realized and practices to emulate – and the brand new requirements are being set by using a lot of the tech businesses who have transitioned their reside routine to digital. Discussing what SAP did in this keynote, good and bad, content material and creation is what I think is instructive beyond just the norm of "What's new (or old) in SAP's route as set by Christian Klein and SAP's board."

So, this piece may be damaged down into three constituents. The production, the content and route of SAP are the primary two and whereas no longer related at once, the third is an announcement that when you are desparate on the CRM Watchlist, you will want to hear. every now and then the dialogue of the content material and the production may be intermingled, however i'm going to do my ideal to deliberately separate the two.

Let's beginning with the speech itself. if you would like to watch the total element – which i recommend you do – right here is the link to it.


This was Christian Klein's debut because the sole CEO of SAP and all its entities. a large job on a large stage. while I will not have the numbers of attendees, i am guessing his virtual stage turned into lots greater than the always titanic numbers that SAPPHIRE generates are living. i do know that for example, PegaWorld generated anything like sixty eight,000 "attendees" for CEO Alan Trefler's speech and at all times they pull 15,000-18,000 live attendees. SAP's SAPPHIRE Reimagined dominated ultimate week's provider information, so the numbers I anticipate were enormous. From what I accumulate, the technical difficulties they had at first of the conference (we were unable to get on except by means of Twitter) had been because of all of sudden heavy site visitors. Which as a minimum anecdotally confirms a vast number of involved parties. I don't fault SAP for being extra widely wide-spread than they thought they have been. Tech system faults now, with stretched bandwidth happen and SAP had us diverted to the alternate Twitter channel relatively directly. So, ignore the whiners who have been attempting to find some thing to whinge about. Kudos to SAP to finding the "patch" basically at once.

Christian dealt with himself smartly – exceptionally since it turned into his debut and it become in an bizarre ambiance dominated with the aid of green displays and movies, with an unseen viewers. He was relaxed, casual, and addressing the hidden viewers without delay.

He focused on three subject matters that apparently are SAP's latest and future. they are:

  • Sustainability
  • Profitability
  • Resiliency
  • earlier than they get into the particulars, it may make experience to seem to be at the big photo.

    The overarching corporate narrative and message for SAP for the closing three years has been "clever business." it's an excellent story/message for them because they are in reality some of the less than a handful of corporations that may lay declare to it and assist the declare, managing the operational wants and to a big extent, the analytical wants of both the front and returned places of work and what rests in between. The others are Oracle and stretching it a bit bit, Microsoft. What makes this above all compelling and that aligns neatly in particular with their focus on resiliency has been SAP's lengthy-term efforts with deliver chain and logistics. below the tutelage of former SAP leader Hala Zeine, currently CPO at Celonis they were capable of construct up a really robust digital provide chain solution, one that, to the best of my potential, continues to be appropriate of its classification. due to the pandemic stretching the provide chain to the nth diploma and now to the protests sheer mass and scope physically traumatic birth, the message around resiliency and the SAP's already current solutions make them crucial to the area for each enterprise continuity, but also potentially in saving lives at least in a roundabout way, through the use of their provide chain operations. SAP's very electricity in this enviornment helps enterprise resiliency both in common and dazzling times and instances – and as norms alternate, SAP is still aligned to the change, even with their present efforts.

    If i am to judge issues (and i am a judgy New Yorker), i'd say that there is an awful lot to like about SAP's path however there turned into a certain amount of head-scratching tone deafness that showed up in places, however somewhere else there become a crystalline sharpness to the that alignment with the realm notwithstanding they are uncertain of where the world is going.

    The themes: The good, the unhealthy, the…missing

    The three threads have been interwoven with the SAP "intelligent commercial enterprise" corporate narrative. they're both techniques for SAP's strategy to the market and alerts on the course that SAP has chosen to head as 2020 evolves.


    Early in his speech, Christian Klein set the thematic tone with this: "we will turn into greater resilient and make sustainability ecocnomic, and profitability sustainable."

    NO!! absolutely not!!

    I've had this discussion with them in the past. Let me say it once more. Equating sustainability's raison d'etre as profitability is actually the incorrect message to ship to every person within the complete WORLD except essentially the most mercenary and crass business buttheads – which finally seem to be wasn't an precise target market. The goal of sustainability's evolution as a worldwide subject is that it is a worldwide challenge. They deserve to do whatever thing that now not only provides the guide of their international economic engine but in the process saves the earth from ecological disaster. The message and focal point of sustainability is not "help the global economic engine." it's "keep the earth from ecological catastrophe." There is not any different message. The economics are implied, but they are not the intention. Get it? not…the…purpose.

    To SAP's credit score, and to my relief, when Christian Klein dug into sustainability, it turned into thoroughly located for what the cost basically is – it helps the realm be a healthier and greater location for everyone. but, when a CEO speaks, and is environment the framework, now not only for the speech, however for the direction of his company for the arrival length – primarily in the midst of dramatic uncertainty – it is rarely shrewd to undercut your own position right from the delivery for the sake a glib phrase. I ought to expect that this SAP 2014 thought "sustainability = profitability" changed into thrown in there since it sounds cool – and consequently could be a superb social media soundbite. regrettably, this type of considering suborns vision, mission, and methods. To be fair, this form of digestible marketing is rampant all the way through the business, in all types of codecs. an extra illustration, simply to provide you some context, is the want for some vague reason, to have your outlook described by way of phrases that all beginning with the same letter. specifically C. however even D's and P's get some play. right here's an example. here's yet another example. one more. The remaining one, The four Cs of business verbal exchange is principally ridiculous as a result of to satisfy the requirement of the 4 Cs the fourth one is verbal exchange. one of the vital C's of conversation is communication. I consider that makes the point. clever pondering eats glibness for lunch. Peter Drucker did not say this. I did. that you would be able to tweet it.

    even if this turned into a faux pas for SAP, i know that they don't consider of sustainability fully in terms of its cost to revenue. way back to 2018, SAP had gotten past that antiquated, and simply incorrect public message and based their first rate work on sustainability above all round reducing the carbon footprint the place it categorically and accurately belongs – beneath the aegis of "respectable for mankind – and the earth." analyze this industrial they did with Clive Owens in 2018.

    it is the SAP that I wish to see. A business that's interested in doing respectable as well as doing enterprise – and receives the relationship between them. and that i do not suggest "sustainability = profitability" after I say that.

    Resiliency aka Resilience

    The most powerful message become round resiliency, above all as they endure a virus and global disruption, became resiliency. SAP's focal point on the provide chain, logistics and the again office during their existing disaster has been possibly now not sexy, however a vital initiative with supply chains stretched to breaking elements. I mentioned on this lower back in April when SAP released a couple of purposes for free of charge to no longer only their customers however to the world in standard to support fortify the deliver chain as it changed into being well-nigh pulled aside at the time due to panic-pushed hugely accelerated demand. remember the high-quality bathroom Paper scarcity of 2020? Oh wait…now not over yet. however SAP recognized its responsibility now not just as a company however as an outstanding company citizen and did and continues to do anything for the normal good.

    Like the rest (see later) the key to focusing round these three issues are not the words spoken, but the actions taken. And it be not simply the actions taken however additionally the goal driving the actions. It goes to the coronary heart of whatever thing I have been saying for the closing a number of months to all agencies:

    You might be judged later on what you do now.

    Resiliency though is some thing that SAP cannot most effective interweave in its messaging round clever commercial enterprise however whatever that they could in actuality assist the market on. they have got the tools and the solutions as smartly as the experience and heritage to engage with agencies at each stage from enterprise continuity to aiding a transition from a standard to a digital provide chain.


    i am going to ignore this absolutely. It actually wants little to no clarification.

    The lacking

    I do not know in case you observed but I have not made a single reference to SAP CX. bizarre, wouldn't you say, since my specific wheelhouse resides within the land of CRM, CX and CE. You understand why I have not made any references? because apart from a brief arcane reference to C4HANA, THERE WASN'T ANY discussion OF SAP CX and that is an surprising and evident oversight that is not just because i'm a CRM/CX/CE guy. This complete and tremendously confusing omission comes 5 years after their first pivot to client event and customer engagement (2015) after which what they called a pivot but become a 360-degree pirouette in 2018 to consumer experience and consumer engagement. study this publish I wrote in 2018 that covers each the pivot and the pirouette.

    To exhibit their dedication and good religion, they eventually removed the SAP Hybris identify and it became SAP CX. Then they went forward and received industry legend, Bob Stutz, the Godfather of CRM expertise (I get to say that if I wish to) as the President of CX, (right here is his appearance on CRM Playaz about forty five days in the past) and amazing CX business analyst Esteban Kolsky to be their CX strategist. That appeared to display that SAP changed into enthusiastic about their pivot/pirouette to the client and to CX/CE and CRM in typical.

    Or so i thought.

    however that went away if Christian Klein's keynote is any indicator. There become no sign in any respect that SAP become dedicated to their CX apply after former CEO bill McDermott literally brought up for the record that the client and CX had been SAP's most crucial initiatives. i know that SAP goes to claim to me that "whats up they are still dedicated to the customer." i do know that. i am no longer equating commitment to consumers as most effective realizable to CX options. So do not even go there, please. despite the fact, that stated, how do you are expecting to serve the clever business if CRM, customer journey and customer engagement options are not a huge a part of the visible portfolio and platform? That does not appear obvious when there turned into NO emphasis in any respect on it.

    Harken lower back to 2018 and a quarterly revenue name with invoice McDermott, then CEO and now CEO of ServiceNow. here's a summary of it from a put up by way of ZDNet Editor in Chief Larry Dignan:

    "SAP CEO invoice McDermott is aligning his business in the back of a subsequent-gen CRM platform so as to take direct aim at Salesforce. particulars about this effort are scarce--at the least except SAP Sapphire in June, but McDermott's "we want CRM" mantra raises an interesting query: How inclined is Salesforce?

    McDermott, talking on SAP's first quarter profits conference call, could not cease speaking about CRM. Analysts played alongside and requested a bevy of CRM questions. In vast strokes, McDermott indicated here:

  • CRM has to be reinvented in a method that ties back end approaches to the entrance conclusion.
  • The cloud makes it possible for a corporation like SAP to be more line of enterprise and front office.
  • SAP's acquisitions of Gigya and Callidus provide it a large CRM probability.
  • customers have become thinking about Salesforce's pricing and pockets share."
  • Ignoring the dull #four comment on Salesforce -- since the one issue I may not take heed to carriers on is their opinions on their rivals -- here is what grew to be the center of attention of SAPPHIRE 2018 and now it looks to be erased. i know CEOs ought to locate their own route. I get that. but to pivot a hundred and eighty levels once again to whatever that ignores fact – CRM is the greatest company utility market in the world – CX and consumer engagement simplest make that client-facing market even bigger – and that SAP has a considerable funding in it, is a massive mistake.

    If i was SAP, i might immediately deny what i am announcing and then ship out a justifiable case on their dedication SAP CX and hence to the consumer-dealing with necessities that agencies have. I do not say they aren't committed. i'm asserting they confirmed no evidence of it in their existing and upcoming direction.

    The production: It concerns in a Digital Age

    On a fresh CRM Playaz episode leading up to PegaWorld, Don Schuerman, CTO of Pegasystems and fairly superb guy, had a extremely crucial commentary/perception: as a result of the latest world real and social crisis, when it involves how groups ought to consider about what and the way they current to the world, "we're relocating from theatrical to cinematic."

    That commentary is a definitive one. They live in an international that presently could be loosening the constraints however has been via lockdown at home and severe barriers imposed on operating any physical business. Digital efforts, whereas not full blown transformation which requires a lot more than use of greater digital tools in extent (a field for one other day), are how they communicate with one a different now and for the foreseeable future – and, truthfully, past that. I do not think they are going back to the equal paradigms and practices that they had – though that's probably pointing out the obvious.

    What does that mean when a company items itself to the relaxation of the world which may be gazing and listening however is physically invisible or at most, basically represented?

    For several years, I actually have been making the aspect to my shoppers and to the market as an entire that, in the company expertise industry, like it or now not, they reside in an international defined via the efforts that Salesforce and mainly Marc Benioff had been making. Their efforts are not most effective riding counsel to the market and to their constituencies, however they have got developed an engaging culture and a advertising computing device that has been, to assert the least, theatrical. Their success at doing it that means units the bar, no matter if their opponents adore it or no longer. subsequently, one piece of information I actually have invariably instructed my shoppers (although not Salesforce given that, neatly…) is "you ought to be more theatrical." And, to the aspect, some of them had been and it made a difference. the use of theatre – the performing, the difficult, colorful, meaningful imagery, the action all creates an exciting, if finished well, to the point, effort that has emotional affect. Storytelling is a part of theatre as a lot because the costumes, the sets and the actors so that you can talk. once in a while or not it's simply colorful openings to are living conferences. one of the most highest quality ones I ever noticed – performed by way of Adobe in 2018 – was the are living convention launch wall video to the Adobe Digital advertising Summit in Las Vegas. I even have a video of it that I took with my mobilephone of 60 seconds of it it truly is not amazing, but it surely is instructive. feel free to question me for it and that i'll ship it to you (email me at mail here's a screenshot in spite of everything.

    but the theatrical is dependent upon the are living experience much more than it is dependent upon the digital. Now they need to believe cinematically because the triggers and alerts at a digital adventure are diverse than at a live one. Plus, it's been clear for the previous few years that video became and is more and more, the most commonplace capacity to consume content material. The facts is there. take a look at the fifty five video marketing data at in case you desire a powerful confirmation of the power of video. a couple of of them truly standout especially given the context they all are living in:

  • Six out of 10 people would rather watch online movies than tv. (Google)
  • by 2022, online videos will make up more than 82% of all customer information superhighway traffic — 15 instances greater than it become in 2017. (Cisco)
  • fifty nine% of executives say they would fairly watch a video than examine text. (Wordstream)
  • Viewers retain ninety five% of a message when they watch it in a video, compared to 10% when practicing it in textual content. (Insivia)
  • 72% of consumers would fairly gain knowledge of a couple of product or provider by way of video. (HubSpot)
  • movies attract 300% extra site visitors and assist to nurture leads. (MarketingSherpa)
  • eighty five% of consumers wish to see extra video content from manufacturers. (HubSpot)
  • 71% of americans watch more video than they did a year in the past. (HubSpot)
  • These alone make a superb case for video – and the other forty seven simply increase it even more. Which is why cinematic is the order of the day.

    What SAP did right here was hit one out of the park to the point that the cinematics of the keynote literally set the regular for all conferences to come back. They did a superb job of producing the content material they essential to reach the hundreds of heaps who have been more likely to be either viewing the experience live or can be observing in the coming weeks.

    consider about it. It turned into a couple of specific individuals, loads of green displays in a faraway atmosphere, with a lot, if no longer all the taking pictures of the video being carried out in miraculous bandwidth optimized excessive definition – from far flung locations the world over. Yet, the first-class of the cinematics turned into off the charts mind-blowing and the story being told the usage of them with the green displays brilliantly done. i am now not talking to the content material – which is what I handle above. i am speaking to the narrative supported by the cinematics. that's as a minimum to this point, considering they are all attempting to discover their manner during this new (hat tip to Phil Fersht) irregular , which is fitting a new common – though not there yet. however SAP nailed it. And all their rivals need to watch the keynote and a few of the other sessions (not all of them) and find out how to present some thing.

    however…and there's a "but" here…that leads to one of the exquisite conundrums of the course of SAP. The mixture of the brilliance of the cinematics with a head-scratching flow that turned into so severe that I obligatory to position Neosporin on my scalp.

    The wonderful Conundrum: I cannot HEAR the ocean, but i can SEE the currents

    during the keynote I saw what can be one of the vital most fulfilling case reviews I have ever seen when it comes to what a case analyze in this era has to be. What are the features of manufacturing a great case study, you ask? okay, probably you don't ask, however i may let you know anyway.

  • It should exhibit the use of the seller's solutions, equipment, functions but in an unobtrusive means – with the center of attention squarely on the client's activities.
  • If in a video format above all, it can't be a senior executive at the consumer's company talking concerning the greatness of the vendor.
  • If in a video structure, it will also be a day in the life of the company – and ideally – the path of that day (the usage of the seller's solutions being implied and explicit the place obligatory) in the company's customer/business ecosystem.
  • It must be capable of resonate with the lives of these looking at or studying it. which means, however or not it's a specific customer, the normal nature of the activities has to be presented in a method that makes the reader/viewer say, "i can see that." as a result of in alternative ways, they do "that."
  • It must exhibit the price of the products/functions however here it veers a little bit depending on the type of layout. If it be in readable kind, there has to be some statistics to demonstrate the "provable" price of the solutions/items/services and so on. If it's a video, it should reveal the effectiveness of the options/products/functions in supporting the frictionless operations of the business and interactions with the client and the next development in the adventure of the customer with the case study's field business. Graphical statistics can also be a part of it.

    there is extra to this, however i could leave it at that.

    SAP did this with their customer. They showed the consumer of their consumer's journey from the client side on their cell gadget for essentially the most part and confirmed what happened when the customer/purchaser, using that cell gadget, made personalized selections for what they wanted to purchase. Then they showed the workflows, operational necessities, construction cycles, deliver chain actions, logistics, shipping and birth and the client taking beginning of their product and the observe up and feedback from the client/buyer to the enterprise and so on. The conclusion to conclusion ecosystem in motion and SAP's front and back workplace platform aiding it.

    dazzling. in fact. One for the a while.

    however…once more with the buts.

    you will word that I disregarded the client. The rationale was that the customer is the conundrum. The brilliance of the case look at turned into marred via the alternative of the client. The client turned into Porsche. And the customer, who became recognized as Christian (once more, what the…?) changed into buying a customized-constructed Porsche.

    here's tone deaf. At a point the place within the U.S. on my own over 13.three p.c of the team of workers (over 21 million) are out of labor, the realm is plunging right into a deep recession and perhaps even a melancholy, your client choice is anything that best the prosperous can trust even in respectable instances? What the….?


    Watch the case study. you're going to see what I imply each on the amazing excellent of the concept and the creation and the simply incorrect choice of consumer.

    Which is a real shame because the layout and execution of the case analyze suggests that SAP is considering in ecosystems and structures, it bodes neatly for their future when it involves the clever commercial enterprise but it also goes to the coronary heart of why they every now and then simply do not benefit the traction that this brilliantly ingenious company could profit. They travel on their personal toes.

    In Sum…

    As tough as i'm being on SAP, I believe that regardless of the fundamental shortcoming, they have begun to define a "sustainable" path for themselves. as a result of they've behaved admirably all through the disaster both on the pandemic and on taking actions in opposition t racism and for diversity (for one instance, hearken to the hole observation of the mp;A with the SAP government Board), their moves right through the crisis, assist their dedication to sustainability and especially to resilience. These subject matters simplest resonate if you can reveal the actions you are inclined to take and the investments you are inclined to make. simply saying things would not make you incredible. they are appearing on behalf of the commitments that they make.

    The first rate information this 12 months is that they solidified the intelligent commercial enterprise as their core narrative, and it aligns really smartly with their core choices. They interwove meaningful subject matters round sustainability, resiliency and profitability – issues that as they uncertainly go back to work – or at least these surviving points of what work become – necessarily, they are issues that agencies and their clients have in regards to the lives they reside, the realm they live in, and the company that they conduct.

    All first rate.

    The tone deafness of the customer option – its bad however now not earth shattering.

    however the omission of CX as an enormous part of their considering and maybe their portfolio is awfully troubling to me – as it would absolutely be.

    So, all in all, it's blended. I applaud SAP for a few of what I heard and remain partial to the business. i admire its commitments and achievements no longer best standard however certainly all over the pandemic/social unrest where they have got been responsive with not simply the mea culpas that every person appears to be throwing round regarding systemic racism but with motion which is what concerns.

    however they do should respond to the confusing lack of CX as part of their strategic path. Yet one other pivot, or just an oversight that they can fix? i might find it irresistible to be the latter, however i could wait to listen to.

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