Abstract

The world is changing, forcing companies to adjust their views, behaviours and business models. During the industrial era, companies focused on the core product. Today, in the post-knowledge era, consumers need to be able to relate to the brand. SAP’s purpose – “We help the world run better and improve people’s lives” – becomes crucial. If SAP is not able to transform into a purpose-led company, we will lose our relevance in the market and will not survive as a business. Hence, I analysed the following: How can I, with an improved understanding of SAP’s purpose and promise, support the Managing Partners (Global Account Leaders) to strengthen their business conversations?

Based on my research I concluded that a purpose-driven approach is the new normal. Purpose is a profit centre as it builds reputation, drives innovation and engages employees, customers and consumers. The lag indicators show a significant impact on business performance, employee retention and customer preference with a purpose-driven approach. The interviews with customers, partners and colleagues allowed me to implement the right lead indicators at SAP’s Platinum Customer Unit to secure success. The actions described in this report are implemented as per January 2019 and are already leading to change. The full research paper was originally produced in 2018.