At the head office of SAP AG in Walldorf. Albert Denz, VP of global marketing asked me to provide marketing reports to support decision-making at quarterly Sales & Marketing meetings. It was the start of a five-year project …
Effective collaboration between Marketing and Sales can be a real headache for business managers but when it works, it delivers real benefits. This case study describes a high-tech B2B project that ran between 2021 and 2022.