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.”