Alicia Tillman is the Global CMO of SAP.
Recent episodes featuring Alicia Tillman
SAP CMO Alicia Tillman on Managing Authentic Experiences
On today's episode, SAP Chief Marketing Officer Alicia Tillman joins Adam Conner for a conversation on how the enterprise software juggernaut aims to stay relatable at all times. Today, you'll learn: Alicia's journey to SAP and what authenticity means to her How SAP translates listening and invoking feelings into business as a B2B brand The power of partnerships with influencers and brand ambassadors like Karlie Kloss as part of SAP's marketing mix The power of purpose Be sure to stay subscribed for more content and thought leadership like this, and do please leave a rating and review on iTunes if you like what you hear. Reach out to Adam Conner on LinkedIn at or via email at with suggestions for guests, content, or general interest/feedback. Find more at Enjoy! Music: "Streetview" by Jahzzar is licensed under a Attribution-ShareAlike License (CC BY-SA 4.0)
Workplace Culture Conflicts
Are you at odds with your company’s culture? Dan and Alison answer your questions with the help of Alicia Tillman, the CMO of SAP. They talk through what to do when your company celebrates one kind of worker and ignores others, everyone seems to fit in but you, or a hard-charging culture is hurting performance and employee morale. From Alison and Dan’s reading list: HBR: The Culture Factor by Boris Groysberg, Jeremiah Lee, Jesse Price, and J. Yo-Jud Cheng — “Culture is the tacit social order of an organization: It shapes attitudes and behaviors in wide-ranging and durable ways. Cultural norms define what is encouraged, discouraged, accepted, or rejected within a group. When properly aligned with personal values, drives, and needs, culture can unleash tremendous amounts of energy toward a shared purpose and foster an organization’s capacity to thrive.” HBR: Why Great Employees Leave “Great Cultures” by Melissa Daimler — “What is the criteria to become a manager, director, vice president? What are the expected behaviors that earn a person said title? What technical and leadership skills are needed? These are all expressions of culture and values, but too often they are perceived as random.” HBR: Create a Growth Culture, Not a Performance-Obsessed One by Tony Schwartz — “Here’s the dilemma: In a competitive, complex, and volatile business environment, companies need more from their employees than ever. But the same forces rocking businesses are also overwhelming employees, driving up their fear, and compromising their capacity.” HBR: Changing Company Culture Requires a Movement, Not a Mandate by Bryan Walker and Sarah A. Soule — “And remember that culture change only happens when people take action. So start there. While articulating a mission and changing company structures are important, it’s often a more successful approach to tackle those sorts of issues after you’ve been able to show people the change you want to see.”
Alicia Tillman | The Value of Working with Allies
Alicia Tillman got her strong work ethic from her parents, but especially from her mom, a widow and working mom who raised 3 kids. After 11 years with American Express, Alicia became the Global CMO of SAP, a $24 billion software company. After 2 years, she's turning the business into a marketing powerhouse. Alicia was ranked 14th in Forbes' 2019 list of World's 50 Most Influential CMOs.Speaking with Jim from Cannes Lions, Alicia discusses lessons learned about hard work, never abandoning your team and how SAP is helping solve real world problem. Plus, her goal to make SAP one of the top 10 brands in the world.  
Brands can create a better customer experience by being purpose driven – Interview with Alicia Tillman, CMO of SAP
Today’s interview is with Alicia Tillman, the new global Chief Marketing Officer (CMO) of SAP, the world’s largest provider of enterprise application software. Alicia joins me today to talk purpose and how brands can create a better customer experience by being a purpose driven brand. This interview follows on from my recent interview – Public Enemy and getting practical with AI in the contact centre – Interview with Mikhail Naumov – and is number 245 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees. Highlights from my conversation with Alicia: Marketing teams around the world need to take on the responsibility of understanding the customer, what motivates them, what drives their buying behaviour, what it takes to earn their loyalty etc Whilst, buyers buy the practical benefits of a product or service (how are you helping me here and now and today either in my personal or business life…) that is now table stakes for brands and customers/consumers are increasingly buying based on a company/brand’s purpose and how focused they are on the greater good. …
SAP CMO Alicia Tillman Shares Bold Moves For Marketers
This episode is a total WOW! Our guest is Alicia Tillman, Chief Marketing Officer of SAP Ariba. Her company delivers “the best-in-class cloud procurement solution, value for both buyers and suppliers on Ariba Network, and innovative new business models so you can grow your business.” SAP Ariba is used by over 2 million companies and they transact over 1 trillion dollars in commerce each year.  If you are in marketing, procurement or trade show events you won’t want to miss all of the information Alicia shares in this interview!  Here are the big ideas Alicia shares in this episode: 6 Bold Moves For Your Marketing Strategy Communicate Marketing as the Hub of Your Organization: There is no other area in a company that touches every functional area. “Every function should benefit from your brand’s story, promise, value and differentiation.” Through marketing brands well, an organization’s pipeline, customer revenue and HR-employee retention all benefit. Position Yourself and Marketing as Adding Value: Demonstrate to your stakeholders that you are an asset in planning and execution of strategic initiatives. When there is a period of change, marketing should position itself-at the core of the transformation by adding impact to every area in the company. Seek Leadership Support and Respect. The CEO of the business needs to recognize marketing as a strategic asset and see it as important to achieving business goals.  In addition, the Marketing Leader when well respected  by leadership team has their opinion sought out and is asked to be a contributor when transformation is happening Stakeholder Management is Critical. It is important to meet regularly with business partners to align on what they need, how marketing can support their efforts.  Spend time with stakeholders and share how marketing is contributing to both quantitative and qualitative results.  Meet regularly to stay on track with goals and objectives. Find Marketing Influence: Look for individuals with credibility, influence and appreciation for marketing and seek out their support. Be Confident in Your Decisions. “At the end of the day, you are the expert and the owner” of your destiny.  You need confidence to help solve opportunities and challenges. Presenting to Senior Leadership: What you need to know Be prepared, understand the challenge that the stakeholders face and remember reporting is critical. Work to understand the requirements of the business. Find out the challenges that the stakeholder is up against-ask- “tell me your biggest challenge right now and let me figure out how marketing can support that” Alicia shared. Find out the challenges. What are problems that the stakeholders are faced with and how can you help them?  Demonstrate that you have the solution for their challenges. Be proactive about how to solve problems. Initiate conversations with stakeholders and let them know you are there to help solve their concerns. Use face-to-face marketing to help establish a brand. Trade shows might be an opportunity or a private event to drive awareness to a brand or consider doing a PR campaign Always know your details. “The most prepared and the most highly skilled team is always going to win the game, they are always going to win the championships” Alicia said. You will be challenged to get a seat at the table if you aren’t prepared Career Strategy: Increase Your Professional Value Consider changing industries-employers have changed their perspective on needing someone who has only expertise vertically in one industry.  If you are feeling stagnant or want to expand your career options, consider leveraging your experience and changing over to a different industry. Merger and Acquisition Success Story  SAP Ariba came together and leveraged 20 years of history on the Ariba side with the power of SAP and created the “Power of AND”.  Together they forged a new organization that leveraged the strength of both companies to create value for their customers. If you are in a merger now-consider an inclusive approach from both companies. Diversity and Inclusion Is Important SAP has a tremendous focus on diversity and increasing number of female leaders.  Alicia shared how she is the executive sponsor and offers a program within their Ariba Live events to showcase successful women so that they can share their success and challenges to inspire others.  One way to help improve diversity, is showcasing women who are very successful and use their stories how they manage their careers. SAP Ariba Events There are three Marquee events each year-recently held in Las Vegas for North America and Latin America, The European Region will be in June, and Asia Pacific in August. These events provide content and a strategy-platform to bring new products and share how customers are partnering with SAP and Ariba.  The company invites prospective and existing customers to their event.  It is an opportunity to share how customers are using innovation. They also host smaller scale, market type events to help customers and pure customer events to enable customers to share best practices with each other, network and talk about their challenges Alicia’s Favorite Resource Harvard Business Review HBR covers a lot of marketing topics-evolution of social media, how to create customer loyalty programs. It is a go to resource that offers relevant articles that are timely.  “Marketers need to be relevant at a point in time” and understanding corporate social responsibility.  HBR offers a perspective on what CEOs are focusing on today.  Find out more about SAP Ariba at Alicia Tillman on LinkedIn Alicia Tillman Twitter: @alliciatillman LinkedIn SAP Ariba Twitter @SAPAriba If you liked what you heard, join our LinkedIn group and visit us at Rock Your Trade Show for insights and advice you can use in your day to day work. Editing Credit: A big thank you to Christy Haussler at Team Podcast!
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New York, New York, United States of America
Episode Count
Podcast Count
Total Airtime
3 hours, 14 minutes