SAP Concur and Forrester Shape the Future of Marketing

David Hamilton, chief marketing officer of SAP Concur, is committed to keeping his organization at the forefront of marketing innovation. To stay ahead of change, he collaborates closely with Forrester. Together, they’ve tackled critical questions around the evolution of buyer behavior, the rise of complex buying groups, the impact of emerging technologies, and the growing influence of B2C trends on B2B strategies. The collaboration has sparked greater innovation and alignment across SAP Concur and even within its parent organization, SAP.

“[The SAP Concur-Forrester partnership] has actually become a rallying call from within our marketing organization,” says Hamilton. “Our marketers are excited about being innovators and being the spearhead of the industry in years to come.”

I've chosen to continue to work with Forrester and continue to invest in my Forrester relationship because just the quality of information I get from them, it's direct and it's always so actionable. … It's pragmatic and practical. I feel like I can use it in very real terms immediately.

David Hamilton
CMO, SAP Concur