SAP is the world’s leading provider of business software solutions. Today, more than 29,800 customers in over 120 countries run more than 100,600 installations of SAP® software. Powered by the SAP NetWeaver™ platform to drive innovation and enable business change, mySAP™ Business Suite solutions are helping enterprises around the world improve customer relationships, enhance partner collaboration and create efficiencies across their supply chains and business operations.

The Challenge
SAP commissioned Martrain for public sector marketing to research, build and produce a database of Central Government software requirements. In the UK SAP was a new entrant to the market. The introduction of eGovernment initiatives and related efficiency targets had created a unique window of opportunity for SAP solutions. The departments being specifically targeted were DETR, DfEE, DSS, DTI, Foreign Office, HM Customs & Excise, HM Treasury, Home Office, Inland Revenue, and MAFF. The objectives of the exercise were as follows;

• Provide an accurate picture of public sector central government IT requirements enabling SAP to tailor sales and marketing strategies.
• Raise awareness of SAP in public sector Central Government.
• Identify key DMU within Governmental departments with whom long term relationships should be fostered.
• Identify current IT providers.

The Solution
Working closely with the SAP Marketing Team and public sector Central Government Account Managers Martrain moved forward with the project.

PHASE 1 - Martrain fully profiled each Department identifying its structure, business issues and drivers, IT strategy, existing IT landscape, buying centres and key decision makers in IT, Finance, HR, Procurement & Marketing.

PHASE 2 – Now fully informed about each individual Department, Martrain were able to approach each prospect on an informed and strategic level. Over a period of six weeks Martrain talked directly to key decision makers and promoted our clients technology.

The Result
Martrain built an accurate database of 467 senior IT and Business decision makers in the public sector central government space. In addition to identifying IT procurement trends, IT strategies and a comprehensive competitor installed base, Martrain secured details of 30 specific IT project opportunities with a value of several hundred million pounds.

As a direct result of this exercise SAP has;

· Revised its business plan and marketing strategy
· Made significant inroads into the central government market
· Identified important new contacts

For further information on how we achieve results for our clients, please contact us.