‘Your communities want to hear from you more than ever’: How SAP CMO Alicia Tillman is leading through the coronavirus crisis

Digiday 26 Mar 2020 04:00

SAP felt the hit of the coronavirus outbreak early on this year, canceling three of its own customer events and a large presence at SXSW on safety grounds.

As the situation developed, SAP’s CMO Alicia Tillman has instructed her team to reprioritize the media mix around digital and short-term activations that can help its corporate customers out at their time of need. Tillman said she’s rethinking whether TV will be part of its plans at a time where SAP’s key priority is to show how it’s available to help clients through this unpredictable period.

The conversation has been lightly edited for length and clarity.

Are you pausing advertising?

I wouldn’t say so, no. It’s important because we still have to maintain communication and, in a period of crisis and turmoil, your customers, your communities want to hear from you more than ever. 

Do we need to be very thoughtful about where we are spending? Absolutely. Do we need to reprioritize around the areas of our business that are most relevant now … absolutely.  

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Alicia TillmanSAPTillman