Credible communication work

SAP has a credibility problem

SAP wants to become a cloud company, but at best it has no more to offer than Microsoft, Amazon or Google. SAP talks a lot about cloud computing, but has no unique selling proposition in this field. Where SAP is unique, there is hardly any attention for the offering.

The SAP product Billing and Revenue Innovation Management (on-prem) and the somewhat weaker SAP cloud counterpart Subscription Billing are recognized unique selling points. One of the leading BRIM experts in German-speaking countries is SAP partner GTW, see also E-3 October cover story this year.

At the DSAG annual congress in Leipzig, I told SAP board member Thomas Saueressig about the successful BRIM project at Swiss Post. A lively conversation ensued within seconds. Thomas Saueressig knew immediately and confirmed the success and strategic importance of BRIM. The idea was born to possibly report more about the BRIM solution - even if it is not yet cloud-capable and therefore perhaps does not fit 100% into the "SAP philosophy". Thomas Saueressig gave the impression that he would be happy to consider this request.

There was thus a meeting between the parties involved at the DSAG annual congress in Leipzig, with goodwill from the SAP Executive Board. But even well-intentioned communication work can be destructive if no concrete steps are taken. The words of Thomas Saueressig on the occasion of the meeting in Leipzig between the Executive Board and E-3 Magazine do not seem very credible. What went wrong?

Insiders will be unsurprised and yet appalled: When something doesn't fit into the official SAP picture - as in this case, a successful on-prem product - the issue is delegated down until it bogs down and calm returns. All those involved who are aware of BRIM's value proposition will be horrified. There is hardly any other SAP product that continuously brings as much revenue into SAP's coffers as BRIM. Here, invoicing is based on receipts, and after successful customizing, SAP's wallet rings without end. Even in the usual critical circles of DSAG e.V., experts are convinced of the quality of the SAP product BRIM, but draw attention to the high costs, which hardly any company from the SME sector can afford.

For the SAP community, SAP's lack of interest is a culture shock. Communications work must be consistent. Middle management and legions of assistants must not be allowed to slow down the SAP Executive Board. The end result is an untrustworthy, unreliable and thus damaged board. Communications work is only relevant if it is also credible. The commitment of SAP partners and the willingness of the Executive Board are relevant for the success of the entire SAP community.

This text was updated online on Monday, December 5, 2022 and only partially matches the print edition E-3 November 2022.