According to International Data Corporation, the high tech industry is in the midst of a major transition brought about by the combination of four forces - the cloud, mobile applications, decision making supported by big data, and social networks that connect businesses as well as people. The intersection of these four forces make successfully navigating the next generation of IT and technology more challenging and exciting than ever before. Fred Isbell, a 25 year veteran of high tech, will provide key insights and recommendations for navigating this “next wave” of technology, business solutions, and marketing.

1. Session Title
Speaker Name
Speaker Company
Fred Isbell
Senior Director,
SAP Services Marketing
May 2014
Navigating the
Brave New World:
Technology Considerations for the 3rd
Platform
#MarketingForum

2. About Fred Isbell
 Senior Director, Field Engagement,
Planning and Demand Management for
SAP Global Services Marketing
 Joined SAP 2000 as Director North
America SMB Channels Marketing 2000-
2004
 Senior Director NA Marketing Services
Marketing 2004-2012
 Solutions and Services Marketing at
Compaq Computer/Digital Equipment
Corporation 1988-2000
 Senior Consultant, Burke Marketing
Services and IRI
 BA Economics & Political Science Yale and
MBA Marketing Duke; Duke/Fuqua
Scholar
 Hockey player, coach, fan and more….

3. Enter the Era of the “Super Marketer”:
Many New Demands
 But – no one
person can “do it
all”
 Marketers are
more likely now to
not come from
traditional
marketing degree
& backgrounds
 Both Art & Science
 Technologies,
Industry Experts,
and Journalists
now among the
mix
Source: ITSMA December 2013

4. Why do we need to understand new
technology and innovations?
Bill McDermott
SAP CEO
January 2013
Bill’s Advice: "Get involved with
technology. No matter what you
choose to do in your field of
endeavor, technology will be in
one form or another the basis for
the business model”.
http://www.youtube.com/watch?v=KT0AYWWGtS0&feature=youtu.be

5. Agenda
 A new era of IT innovation
 Big Data and Business Analytics
 Mobile Solutions
 Social Media and Digital Transformation
 Cloud Computing
 Making Sense of Marketing Technology
 SAP and the third platform
 Key Points to Take Home
 Summary/Q&A

6. My Information Technology (IT) Evolution
IBM 3270
Terminal
Compaq
“Portable”
My Tech
Stack
c.2013
Desktop
Laptop
iPAQ PDA

7. Navigating The Third Platform
 1st -Mainframe and terminals
 2nd - LAN/Internet and
Client/Server and PCs and
fueled last 25 years of
growth
 3rd - Mobile, Social, Big Data
and Cloud
 New solutions will be built
upon this – and this is the
source of most of the new
growth we will experience
Source: IDC

8. The Third Platform is all about Scale:
From thousands to millions to trillions!
Dimensions:
Users
Devices
Applications
Data &
Content
Source: IDC 2013

9. Gartner Perspective: The Nexus of Forces
“The Nexus of Forces is
the convergence and
mutual reinforcement
of social, mobility, cloud
and information
patterns that drive new
business scenarios.
Although these forces
are innovative and
disruptive on their own;
together they are
revolutionizing business
and society, disrupting
old business models
and creating new
leaders. The Nexus is
the basis of the
technology platform of
the future.”
Source: Gartner 2013

10. Big Data and Business Analytics
 Navigating the Data and
Information Explosion
 Business Intelligence
 Rise of the Information
Worker
 Real-Time Information
Access
 Big Data on top of Next-
Generation Database
Technology is the new “Killer
App”
 Dashboards
 Predictive Analytics
Michele Chambers
Chief Strategy
Officer,
Revolution Analytics
Fuqua MBA
Mr. Data
Brent Spiner

11. Best Practice in Big Data and Business
Analytics
 SAP Marketing investment in
Demand Management and Pipeline
reporting using SAP Business
Objects WEBI tools
 Served up on portal site and
supported by SAP JAM site for
practitioners
 Integration into SAP Marketing
Database
 Real-time access to reports in the
cloud 7x24
 Mobile views supported
 Integration into MS Office tools for
reporting

12. Mobile Solutions
 Where’s the
growth? Not in
Laptops and PCs --
in Tablets and
Mobile Devices
 Consumerization
of IT
 “Bring Your Own
Device” (BYOD)
 Huge and Amazing
Growth
Opportunity

13. Best Practice in Mobile Solutions
 SAP Global Lead Platform –
internal SAP program for lead
generation from SAP
consultants world-wide
 Rolled out initially on portal-
based/web application for lead
entry
 Mobile application added with
increased ease of use and
mobile “anywhere” access
 Available for iPAD and iPhone
IOS devices
 Integration with Outlook
contacts and Linked-In

14. Social Media and Digital Transformation
 Metcalfe’s Law: the value of a
network is proportional to the
square of the number of
connected users (a network’s
value grows exponentially)
 A variation known as Reed’s
Law speaks specifically to the
utility obtained from scaling
social networks
 Pull versus Push
 Best Practices: Learn,
Observe, Listen, Jump in and
Actively Participate
 Blurs the line between work
and private life, get used to it,
it’s not going away!
“Successful digital transformation comes not from
implementing new technologies but from
transforming your organization to take advantage
of the possibilities that new technologies provide.”
MIT Center for Digital Business

15. Best Practices in Social Marketing
Jonathan Becher SAP CMO
blogs.sap.com/jonathanbecher
Twitter: @jbecher
www.linkedin.com/in/jbecher
SAP
Marketing
Pillars
Duke MS Computer Science
UVA BS Computer Science
Three Must-Do's For The
Modern Marketer:
1. Embrace Next-Generation Skills
2. Measure What Matters
3. Walk A Mile In Your Customers'
Shoes
#22 Social Media Magazine
Top CMOs on Twitter

16. Cloud Computing
 Software as a Service (SaaS)
 Platform as a Service (Paas)
 Infrastructure as a Service
(IaaS)
 Business Process as a Service
(BaaS)
 Public Cloud and Private Clouds
 Collaboration & Business
Networks
Source: VMware
study: IT decision-
makers from 7
countries asked
about investment
plans for next 18
months
“Cloud computing is a game-changing
concept (and) is really a way of
provisioning and using technology, not a
technology in itself!”
Source: PAC 2013

17. Best Practices in Technology Adoption:
SAP Runs SAP in the Cloud
SAP HANA
Cloud MobileAnalytics
Database /
Technology
Applications
SAP Runs
 “We are the
second
largest user of
iPads
globally”
 SAP Business
Suite
powered by SAP
HANA
 SAP CRM on
HANA
 In-Memory
Analytics with
SAP HANA
 BI & Visual
Intelligence
 SAP Data
Services

 Global Foundation
for Innovation
 Best Practices
 Rapid Deployment
with SAP RDS
 Access to SAP
Consulting bench

18. Opportunities & Project Considerations:
Cloud Computing
 Utilize or build upon cloud technologies to
create business-relevant functionality
 Collaboration tools and integration are to key
simplifying processes
 Mobility is a key argument for and a driver of
cloud solutions
 Big data is synergistic with the cloud – much
of the use of big data originates in the cloud
 Digital marketing & Cloud integration is key to
making this happen
 Cloud computing is transforming the way that
application testing is performed – testing as a
service (TaaS?)
 Think about the business need and stress how
cloud helps you deliver against those needs
more effectively
Source: PAC 2013
Cloud readiness
varies by region

19. Making Sense of Marketing Technology:
the Rise of the Digital CMO
“The CMO is expected to
spend more on technology
than the CIO by 2017”
– Gartner 2013
“Gartner predicted that by
2017, the CMO’s technology
budget will exceed the
CIO’s. Why? Because more
often than not, it’s the CMO
who is expected to drive
this digital transformation,
which is deeply dependent
on technology “
– Harvard Business Review
2013
Source: HBR
2013

20. Making Sense of Marketing Technology:
CMO Marketing Technology Priorities

21. But First: 7 Laws of Technology for Marketers
1. Moore’s Law: The most famous technology law of all time:
the performance of hardware doubles about every 2 years
2. Wirth’s Law (aka Gate’s Law): software
gets slower more rapidly than hardware becomes faster
3. Brooks’ Law: adding manpower to a late software project makes it later
4. Hofstadter’s Law: it always takes longer than you expect, even when you
take into account Hofstadter’s Law (it’s hard to predict complex outcomes accurately)
5. Segal’s Law: a man with a watch knows what time it is; a man with two
watches is never sure (and Tom Davenport: “Analytics shouldn’t be about the math”)
6. Conway’s Law: any piece of software reflects the organizational structure that
produced it (note “design by committee”)
7. Metcalfe’s Law: the value of a network is proportional to the square of the
number of connected users (a network’s value grows exponentially); a variation known
as Reed’s Law speaks specifically to the utility obtained from scaling social
networks
/
Source: Chief Marketing Technologist BLOG
http://chiefmartec.com/2011/08/7-laws-of-technology-for-marketers

22. Navigating the Marketing Technology
Landscape (c. 2013)
Recommendation to
focus upon:
 Customer
Relationship
Management (CRM)
 Marketing
Automation
 Marketing
Dashboards
 Digital Media
 Big Data, Business
Analytics &
Reporting
Marketing Technology Landscape
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
The very cool marketing technology LUMAscape – May 2013
Marketing Technology Landscape Supergraphic – September 2012

23. Big Data is (are) a big piece of the puzzle:
Kern’s Pillars of Demand Generation
“The task is daunting
and overwhelming.
There are
approximately 30
major technology
categories with
hundreds of vendors
that marketers must
consider utilizing (not
including the various
big data applications
required to create
dramatically
differentiated customer
experiences). Just look
at the complexity of
the marketing
landscape published by
Lumascape”
-- Russel Kern 2014
Source: THE 8 PILLARS OF DEMAND GENERATION
FOR MODERN B2B MARKETERS
http://kernagency.com/roinsider/8-pillars-demand-generation-modern-b2b-
marketers-2/#sthash.F4RhLJ68.dpuf

24. Navigating the Marketing Technology
Landscape (c. 2014)
 New view thanks
to the folks at
Luma Partners
 Looks like things
have not gotten
any less
complicated
 Impact of
acquisitions
 Life in the Cloud
– the new
delivery &
consumption
paradigm

25. SAP is the World’s Largest Enterprise
Applications Software Company
As the world's leading provider of enterprise
application software, SAP (NYSE: SAP) delivers
products and services that help accelerate
business innovation for its more than 250,000
customers in more than 188 countries.
SAP is Recognized
as an Employer of
Choice
41-year history of
innovation and
growth as a true
industry leader
250,000+
SAP customers
188
Countries
25
Industries
66,000+
Employees
€ 16.2 billion
Annual revenue
63%
World’s transactions touch
SAP

26. SAP and the Transition to the 3rd Platform
SAP and the
Transition to the 3rd Platform
“SAP, in its 40-year history, has made
the journey from the 1st Platform
(mainframes) to the 2nd Platform
(client/server) and is laying the groundwork
to shift to the 3rd Platform. SAP now delivers
a growing portfolio of 3rd Platform
applications. In support of these offerings,
SAP also provides a set of targeted, fixed-
priced, and scoped packages called SAP
Rapid Deployment solutions to address the
challenges for organizations in transitioning
to the 3rd Platform.”
-- Henry Morris
Senior VP, Worldwide Software and
Services Research, IDC

Source: IDC 2013

27. Key Points to Take Home
 The Third Platform and the combination of these
innovations is the foundation for the future
 You must think differently and address a new scale of
users, devices, applications and data & content in a whole
new way
 The Line of Business (LOB) is key to the future – witness
the growth in technology for marketing – and a new
partnership between IT and the LOB is emerging around
systems of engagement ands systems of record
 Address business and technology outcomes in your
projects and key initiatives – and the change
management aspect with people
 Live next generation solutions, embrace mobility,
experience big data through one of the many “sandbox”
environments and grow team collaboration with cloud-
based tools/solutions
 It’s a great time in the industry and in our careers!

28. Discussion and Q&A

29. Thank You!
Fred Isbell
Senior Director,
SAP Services Marketing
fred.isbell@sap.com
www.sap.com/services
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In:
www.linkedin.com/pub/fred-
isbell/0/827/903Edit

30. Sample Slide
 Effective Titles and Graphics
– 1-2 strong graphics; 2-3 bullet points per slide only
– Slides help people stay focused
 Be consistent
– Same font, size, & color with headings and subheadings
 Avoid wordiness
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