SAP Chief Marketing Officer Jonathan Becher says the rings of influence on a purchase decision are like a bull's-eye, starting in the center with the company's website and controlled messaging, echoing outward to powerful influencers, from whom the company expects "tough love." "We recently started bringing live content feeds onto our website. I got asked last year, 'What happens if that live feed is not always positive?' I enthusiastically said, 'That's fantastic.' If there's something that we're not doing well as a company, if we don't know about it, we're never going to change it," Becher says in this interview.
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