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Job summary
The Demand Management Expert acts as the Top of the Funnel brain and execution engine of SAP's demand ecosystem. This role drives better:informed and data:driven top of the funnel invest
ment decisions, alignment of top of the funnel activities across functions (e.g. marketing, digital hub, sales, partnerships, CSM, etc.) and Lines of Business (e.g. ERP, F and S, HCM, BDC, BTP, CX, SCM, etc.), consolidation of best practice and higher conversion of high:value pipeline.
This role is critical in turning top of the funnel information and insights into strategic decisions and helps SAP focus on high:impact demand, cut out low:yield activity, and strengthen the link between marketing, sales, and product investment.
This role focuses on maximizing ROI by using data to guide decisions and reallocating resources as needed. While it doesn't own reporting, it drives insight:based actions and works closely with RevOps/S and O to address reporting gaps and align on expectations. Additionally, it delivers insights to senior leadership, identifies new and creative top:of:the:funnel activities to generate more pipeline, and supports the adoption of a best:in:class top:of:the:funnel toolset.
It is important to have an entrepreneurial mindset, quickly identify what's working, what's not, and where the business must pivot to maximize ROI from its demand:generation efforts-across marketing, partners, campaigns, events etc.
What youll do
Demand Generation Innovation and Enablement
Drive net new pipeline through glob
al demand programs across LoBs by piloting innovative tactics, uncovering whitespace, and equipping teams with scalable tools, playbooks, and data:driven guidance. It emphasizes best practice sharing across regions and business units, fostering cross:regional collaboration and empowering local teams through enablement and consistent guidance. Clear expectations should be set for how Regions, MUs, and SAs staff and structure their Demand Management efforts
Data Integrity and Insight Delivery
Ensure accurate opportunity data across SAP tools (e.g., CRM, Harmony, Outreach) and delivers actionable reporting that converts numbers into strategic insights. It defines business requirements for reports and dashboards, partnering with RevOps/S and O to shape these tools while focusing on interpreting insights rather than producing raw reports. The role uses insights to proactively identify pipeline and coverage gaps, challenge teams on areas for improvement, and guide data:driven decision:making.
High:Value Opportunity Intellige
nce (:EUR250K)
Analyse all new opportunities above EUR250K to understand their source, success drivers, and recurring patterns, delivering recommendations on what to start, stop, or scale to improve demand generation and eliminate inefficiencies. As a known gap, lead high:value opportunity analysis, ensuring insights directly inform LoB strategy and subsequent actions.
Source Attribution and Investmen
t Strategy
Assess demand generation performance at the source level-campaigns, events, partners, and more-to identify what consistently delivers quality pipeline. Guide strategic shifts in demand investment based on source:level performance and pipeline quality trends, recommending reallocations based on ROI.
Opportunity Quality, Governan
ce and Risk Monitoring
Track discont