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INTERNAL
Koert Breebaart, Vice President, Digital Leadership, SAP Asia Pte Ltd 23 January, 2019
Reinventing Sales @ SAP – 10 Lessons from our DESIGN THINKING journey
The best-run businesses make the world run better.
413,000+Customers
95,000+Employees
25Industries
92%of the Forbes
Global 2000
are SAP
Customers
76%of the world’s
transactions
touch an SAP system
180+Countries
#28 of Fortune’s 2017
top 100 places to
work
18,000+Partners
WHO ARE WE?
3% of people consider
salespeople to be trustworthyHubSpot Global Jobs Poll Q3 2016
“We are using Design Thinking to gain
empathy for our customers and help you
realize your future through technology so we
can help the world run better and improve
people's lives.”
Our vision – Humanizing Business Software through Design
Empathy is our antidote. Innovation our ticket to the table on topic B.
Bill McDermott
5© 2019 SAP SE or an SAP affiliate company. All rights reserved.
INNOVATION = CREATIVITY x EXECUTION
6© 2019 SAP SE or an SAP affiliate company. All rights reserved.
INNOVATION = CREATIVITY x EXECUTION
PROBLEM SOLVING:W E ’ R E A L L G O O D AT T H I S B U T I T O F T E N L E A D S TO
I N C R E M E N TA L I N N OVAT I O N S
7© 2019 SAP SE or an SAP affiliate company. All rights reserved.
INNOVATION = CREATIVITY x EXECUTION
PROBLEM FINDING:I D E N T I F Y I N G T H E P R O B L E M W O R T H F I N D I N G I S W H AT O F T E N L E A D S TO
BREAKTHROUGH I N N OVAT I O N S
8© 2019 SAP SE or an SAP affiliate company. All rights reserved.
However, creativity is often capped
at large organizations
9
Something that our founder Hasso Plattner recognized many years ago…
10© 2019 SAP SE or an SAP affiliate company. All rights reserved.
D e s i g n T h i n k i n g h e l p s u s t o b u i l dT H E R I G H T S A L E S M I N D S E T
https://crazy4comiccon.files.wordpress.com/2015/03/starting-line.jpg
1. SHAMELESSLY HUMAN CENTERED
2. CONFIDENTLY ITERATIVE
3. BUSINESS AWARE
CURIOS TO UNDERSTAND A VARIETY OF PERSPECTIVES WHEN CREATING SOLUTIONS.
DARE TO PROTOTYPE, TEST, AND IMPROVE SOLUTIONS REPEATEDLY. WILLING TO SACRIFICE IDEAS.
DELIVER SOLUTIONS THAT BALANCE DESIRABILITY, FEASIBILITY AND VIABILITY .
11© 2019 SAP SE or an SAP affiliate company. All rights reserved.© 2015 SAP SE or an SAP affiliate company. All rights reserved.© 2017 SAP SE or an SAP affiliate company. All rights reserved.
WHAT m a d e
SAP s u c c e e d w i t h
DESIGN THINKING?
10 lessons from a journey that lasted more than a decade
© 2018 SAP SE or an SAP affiliate company. All rights reserved.
DESIGN THINKING: LESSONS LEARNED
What worked?
1. Design Thinking Process for Sales
SCOPING
SYNTHESIS
PROTOTYPINGUser test
RESEARCH
IDEATION
Solution space
Problem space
2. Strong Board
support
1. Visible board support
2. Hire external team of experts
3. Setup strong central team
4. Sales leaders to endorse DT training
3. Toolkit
17INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
4. Global DT
capability framework
KNOW IT(Basic Awareness)
PRACTICE IT(Basic Practice)
PROVE IT(Practitioner)
OWN IT(Mentor)
�Evangelists
• Represent SAP as DT Thought Leader
• Coach Practitioners
• Evolve the Design Thinking topic
• Lead select customer sessions
�Apply regularly in the Sales Cycle
• Practice in sales cycle with rev. related results
• Facilitate workshops with customers & follow-up
• Demonstrate use of new tools
nPractice Design Thinking in Sales Cycle
• Demonstrate use of at least 5 DT tools & the mindset
• Create visualization of ideas generated
• Contribute regularly to Jam
• Facilitate internal DT sessions & shadow customer sessions
Understand Design Thinking as it relates to sales
• Basic understanding Design Thinking
• Familiar with available resources All Employees – Yellow belts
CIP’s – Black belts
Practitioners - Green belts
GDT – Master Black belts
5. Design Thinking
Community
6. Design Thinking Spaces
• People-Centric
• Design-Driven
• Authentic
• Visionary
• Networked
• Value-Generating
7. Uses of DT
Internally
1. Vision & Strategy
2. Product innovation
3. Software development
4. Redesign internal processes
5. Enable a culture of innovation
21© 2019 SAP SE or an SAP affiliate company. All rights reserved.
DESIGN THINKING WITH CUSTOMERS: FROM LOOK, THINK,
DO TO ARTEFACT TO DEAL
8. External Design
Successes
22© 2018 SAP SE or an SAP affiliate company. All rights reserved.
9. Align with
Purpose
23© 2018 SAP SE or an SAP affiliate company. All rights reserved.
We now are helping our customers to build a DT
practice
https://www.youtube.com/watch?v=vkkmS9RfhQo
• Established a dedicated 6 people team of
Designers and Design Thinkers delivering
Design services
• Trained around 45-50 DT coaches via their
internal corporate academy
• Perception of the IT department has changed
within Daimler from an infrastructure provider to
an organization which drives innovation.
10. Become Design
Powerhouse
1. Design Thinking Process for Sales
SCOPING
SYNTHESIS
PROTOTYPINGUser test
RESEARCH
IDEATION
Solution space
Problem space
2. Strong Board
support
1. Visible board support
2. Hire external team of experts
3. Setup strong central team
4. Sales leaders to endorse DT training
3. Toolkit
16INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
4. Global DT
capability framework
KNOW IT(Basic Awareness)
PRACTICE IT(Basic Practice)
PROVE IT(Practitioner)
OWN IT(Mentor)
�Evangelists
• Represent SAP as DT Thought Leader
• Coach Practitioners
• Evolve the Design Thinking topic
• Lead select customer sessions
�Apply regularly in the Sales Cycle
• Practice in sales cycle with rev. related results
• Facilitate workshops with customers & follow-up
• Demonstrate use of new tools
nPractice Design Thinking in Sales Cycle
• Demonstrate use of at least 5 DT tools & the mindset
• Create visualization of ideas generated
• Contribute regularly to Jam
• Facilitate internal DT sessions & shadow customer sessions
Understand Design Thinking as it relates to sales
• Basic understanding Design Thinking
• Familiar with available resources All Employees – Yellow belts
CIP’s – Black belts
Practitioners - Green belts
GDT – Master Black belts
5. Design Thinking
Community
6. Design Thinking Spaces
• People-Centric
• Design-Driven
• Authentic
• Visionary
• Networked
• Value-Generating
7. Uses of DT
Internally
1. Vision & Strategy
2. Product innovation
3. Software development
4. Redesign internal processes
5. Enable a culture of innovation
20© 2019 SAP SE or an SAP affiliate company. All rights reserved.
DESIGN THINKING WITH CUSTOMERS: FROM LOOK, THINK,
DO TO ARTEFACT TO DEAL
8. External Design
Successes
21© 2018 SAP SE or an SAP affiliate company. All rights reserved.
9. Align with
Purpose
22© 2018 SAP SE or an SAP affiliate company. All rights reserved.
We now are helping our customers to build a DT
practice
https://www.youtube.com/watch?v=vkkmS9RfhQo
• Established a dedicated 6 people team of
Designers and Design Thinkers delivering
Design services
• Trained around 45-50 DT coaches via their
internal corporate academy
• Perception of the IT department has changed
within Daimler from an infrastructure provider to
an organization which drives innovation.
10. Become Design
Powerhouse
© 2018 SAP SE or an SAP affiliate company. All rights reserved.
DESIGN THINKING: LESSONS LEARNED
What worked?
1. Design Thinking Process for Sales
SCOPING
SYNTHESIS
PROTOTYPINGUser test
RESEARCH
IDEATION
Solution space
Problem space
2. Strong Board
support
1. Visible board support
2. Hire external team of experts
3. Setup strong central team
4. Sales leaders to endorse DT training
3. Toolkit
17INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
4. Global DT
capability framework
KNOW IT(Basic Awareness)
PRACTICE IT(Basic Practice)
PROVE IT(Practitioner)
OWN IT(Mentor)
�Evangelists
• Represent SAP as DT Thought Leader
• Coach Practitioners
• Evolve the Design Thinking topic
• Lead select customer sessions
�Apply regularly in the Sales Cycle
• Practice in sales cycle with rev. related results
• Facilitate workshops with customers & follow-up
• Demonstrate use of new tools
nPractice Design Thinking in Sales Cycle
• Demonstrate use of at least 5 DT tools & the mindset
• Create visualization of ideas generated
• Contribute regularly to Jam
• Facilitate internal DT sessions & shadow customer sessions
Understand Design Thinking as it relates to sales
• Basic understanding Design Thinking
• Familiar with available resources All Employees – Yellow belts
CIP’s – Black belts
Practitioners - Green belts
GDT – Master Black belts
5. Design Thinking
Community
6. Design Thinking Spaces
• People-Centric
• Design-Driven
• Authentic
• Visionary
• Networked
• Value-Generating
7. Uses of DT
Internally
1. Vision & Strategy
2. Product innovation
3. Software development
4. Redesign internal processes
5. Enable a culture of innovation
21© 2019 SAP SE or an SAP affiliate company. All rights reserved.
DESIGN THINKING WITH CUSTOMERS: FROM LOOK, THINK,
DO TO ARTEFACT TO DEAL
8. External Design
Successes
22© 2018 SAP SE or an SAP affiliate company. All rights reserved.
9. Align with
Purpose
23© 2018 SAP SE or an SAP affiliate company. All rights reserved.
We now are helping our customers to build a DT
practice
https://www.youtube.com/watch?v=vkkmS9RfhQo
• Established a dedicated 6 people team of
Designers and Design Thinkers delivering
Design services
• Trained around 45-50 DT coaches via their
internal corporate academy
• Perception of the IT department has changed
within Daimler from an infrastructure provider to
an organization which drives innovation.
10. Become Design
Powerhouse
DESIGN THINKING: LESSONS LEARNED
What did not work?
1. Turn everybody in design
thinkers
2. Apply the scholar design
thinking frameworks
3. Guided design thinking
4. Design thinking for all large
deals
5. Treating DT as a sales funnel
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
Thank You!
Questions?
Contact information:
Koert Breebaart
Vice President, SAP Asia
koert.Breebaart@sap.com
+65 92366819
Thank you.
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