Tuesday, August 23, 2016

Interview with Alicia Tillman, CMO at SAP Ariba

Interview with Alicia Tillman, CMO at SAP Ariba:
"1. Could you tell me a little about your background and how you came to be the CMO at SAP Ariba? 
Prior to joining SAP Ariba, I spent 11 years at American Express operating in a similar capacity, leading Marketing and Corporate Communications, in the company’s business travel division. I recently celebrated my one year at SAP Ariba after joining last spring. My desire to join SAP Ariba was driven by a fierce desire by our company President to double the size of the business in the next five years. That goal would call for change – and Marketing would be part of that.While SAP Ariba is the market leader in their space, doubling our business would require refreshed messaging, brand elements and awareness. I was very interested to lead that for SAP Ariba.

2. What is the core marketing technology capability of SAP Ariba that you bring to a marketer? 
Where does your product fit in vis-a-vis the customer life cycle? SAP Ariba is the marketplace for modern business. Our core technology supports sellers in creating intelligent, frictionless connections with the more than two million companies around the world who are connected to our business network and managing them with greater efficiency - from awareness, pipeline management, adoption and measurement. Internally, our marketing automation strategy streamlines and accelerates the demand-to-cash process by driving sophistication that allows us to quickly reach our customers and leverage our unique content to nurture them through the demand funnel. It also provides exceptional reporting to allow effective management of our pipeline."