SAP

Following a successful rebrand, the brand team at SAP engaged Northbound to help them optimize and scale their messaging practice. A proliferation of messaging frameworks caused process fatigue and led to kitchen-sinking of proof points. They needed a new cohesive and collaborative approach to messaging that aligned diverse teams.

We co-designed a strategy-first approach that began with agreement on audience definition and the desired shift in perceptions. The methodology was made accessible to engineering, product, and marketing stakeholders with a toolkit and playbook including interactive whiteboard exercises and built-in best practice guidance.

Northbound successfully piloted the new messaging methodology with two product teams, developing the resulting frameworks into examples for product and brand marketers to follow. Further enablement came via training and onboarding sessions with the brand team to guide rollout across SAP and flex with future needs.