Summary

In this episode of the Spark Marketing Podcast, host Andrew Steane discusses the marketing landscape for SAP partners with Chief Partner Officer Nanette Lazina and Channel Engagement Manager Jake Eisbart. They explore the importance of effective marketing strategies, the challenges partners face, and the significance of deal registration. The conversation also touches on the role of AI in marketing and the value of customer success stories in building brand recognition and driving sales.

Chapters

00:00 Introduction to the Spark Marketing Podcast

01:50 Vision for SAP's Partner Programs

05:10 Key Marketing Strategies for SAP Partners

08:03 Challenges in Marketing for SAP Partners

09:00 Understanding Deal Registration

11:54 Best Practices for Deal Registration

13:00 The Role of AI in Marketing

14:56 Importance of Customer Success Stories

19:02 Collaborating on Customer Success

Takeaways

• The podcast aims to help SAP partners improve their marketing strategies.
• Breaking down silos is essential for enhancing partner programs.
• Always-on marketing programs are crucial for maintaining brand visibility.
• Measuring marketing efforts is key to understanding success.
• Partner success stories can significantly enhance marketing efforts.
• Business Development Funds (BDF) are proposal-based and 100% reimbursable for 2024.
• Time to value is a major challenge for SAP partners.
• Deal registration helps manage channel conflicts and fund projects.
• AI can assist in content creation but should not replace human creativity.
• Collaboration on customer success stories amplifies partner visibility.