Building a Scalable Operating Model for SAP’s Global Marketing Team

At a glance

SAP’s global partner marketing team was at a key turning point. Rapid growth and evolving business demands had created a fragmented operating environment—workstreams were siloed, strategic priorities shifted frequently, and teams lacked a unified approach to execute and communicate across functions. 

Leaders knew they needed more than extra hands—they needed a strategic partner to help build clarity, alignment, and momentum. 

Services provided

• Business rhythm, processes, tools, & templates

• Process improvement

• Sustained, sponsorship, alignment, & visibility

• Executive business management

• Cultural stewardship & mission/vision strategy

Partnering to Build an Operating Model That Scales

SAP engaged our team to help architect and implement a strategic operating model that could evolve alongside their business. Through a phased approach, we provided embedded strategic support, developed new rhythms and frameworks, and helped scale execution without losing sight of long-term goals. 

Phase 1: Discovery & Strategic Alignment

Spur Reply began with a deep discovery effort—interviewing senior leaders, mapping key challenges, and surfacing misaligned priorities. Using these insights, we developed a clear “North Star”: a guiding vision to steer decision-making and lay the groundwork for a new operating model. At the same time, we implemented initial communication and reporting processes (such as monthly business reviews and cross-team collaboration syncs), including a leadership newsletter to improve visibility across functions.  

Phase 2: Building the Infrastructure

With alignment in place, we helped SAP’s global marketing team solidify the core components of a scalable operating model—defining planning cadences, decision-making frameworks, and execution playbooks. We also introduced targeted communications and culture programs to support change management. 

Phase 3: Scaling Execution

In the final phase, we focused on enabling consistent, high-quality execution across business and leadership workstreams. This included expanding support for critical initiatives, aligning cross-functional teams, and embedding operational agility into day-to-day practices. 

As needs evolved, we helped onboard and transition new roles, building internal capabilities and ensuring a smooth handoff from strategy support to self-sufficiency. 

Driving Meaningful, Measurable Outcomes

• Built a strategic operating model from the ground up—aligned to leadership goals and designed to scale with the organization. As a result, SAP’s marketing function shifted from fragmented execution to a cohesive, strategy-led operating model. 

• Enabled cross-functional coordination through new rhythms, templates, and communications practices. The marketing leadership team developed shared clarity on priorities, rhythms, and success metrics—dramatically improving cross-functional collaboration. 

• Improved execution quality and consistency by embedding our team in both strategic planning and tactical delivery. Structured processes and consistent communication led to faster decision-making and reduced redundant work. 

• Increased transparency and accountability through reporting mechanisms and leadership engagement. 

• Delivered a scalable model through the phased approach creating a flexible foundation that could scale with the business and adapt to future growth.