Demand Management Senior Specialist

The Demand Management Expert acts as the Top of the Funnel brain and execution engine of SAP’s demand ecosystem. This role drives better-informed and data-driven top of the funnel investment decisions, alignment of top of the funnel activities across functions (e.g. marketing, digital hub, sales, partnerships, CSM, etc.) and Lines of Business (e.g. ERP, F&S, HCM, BDC, BTP, CX, SCM, etc.), consolidation of best practice and higher conversion of high-value pipeline. This role is critical in turning top of the funnel information and insights into strategic decisions and helps SAP focus on high-impact demand, cut out low-yield activity, and strengthen the link between marketing, sales, and product investment. This role focuses on maximizing ROI by using data to guide decisions and reallocating resources as needed.

While it doesn’t own reporting, it drives insight-based actions and works closely with RevOps/S&O to address reporting gaps and align on expectations. Additionally, it delivers insights to senior leadership, identifies new and creative top‑of‑the‑funnel activities to generate more pipeline, and supports the adoption of a best‑in‑class top‑of‑the‑funnel toolset. It is important to have an entrepreneurial mindset, quickly identify what’s working, what’s not, and where the business must pivot to maximize ROI from its demand‑generation efforts—across marketing, partners, campaigns, events etc.

KEY RESPONSIBILITIES & FOCUS AREAS

• Demand Generation Innovation & Enablement: Drive net new pipeline through global demand programs across LoBs by piloting innovative tactics, uncovering whitespace, and equipping teams with scalable tools, playbooks, and data‑driven guidance. It emphasizes best practice sharing across regions and business units, fostering cross‑regional collaboration and empowering local teams through enablement and consistent guidance. Clear expectations should be set for how Regions, MUs, and SAs staff and structure their Demand Management efforts.
• Data Integrity & Insight Delivery: Ensure accurate opportunity data across SAP tools (e.g., CRM, Harmony, Outreach) and delivers actionable reporting that converts numbers into strategic insights. It defines business requirements for reports and dashboards, partnering with RevOps/S&O to shape these tools while focusing on interpreting insights rather than producing raw reports. The role uses insights to proactively identify pipeline and coverage gaps, challenge teams on areas for improvement, and guide data‑driven decision‑making.
• High‑Value Opportunity Intelligence >€250K: Analyse all new opportunities above €250K to understand their source, success drivers, and recurring patterns, delivering recommendations on what to start, stop, or scale to improve demand generation and eliminate inefficiencies. As a known gap, lead high‑value opportunity analysis, ensuring insights directly inform LoB strategy and subsequent actions. Assess demand generation performance at the source level—campaigns, events, partners, and more—to identify what consistently delivers quality pipeline. Guide strategic shifts in demand investment based on source‑level performance and pipeline quality trends, recommending reallocations based on ROI.
• Opportunity Quality, Governance & Risk Monitoring: Track discontinued and disqualified opportunities over €250K, analysing lead source, time in funnel, and disqualification reasons to identify qualification issues and speculative pipeline. Focus on interpreting patterns to improve targeting, while data management responsibility lies with RevOps.
• Loss Analysis & Conversion Bottlenecks: Monitor high‑value losses to identify sales execution, product issues or competitive gaps. Using findings to improve conversion rates and pipeline quality. The role focuses not just on generating insights, but also driving actions across Enablement, Sales, and Product. It’s crucial that CROs play a key role in securing qualitative customer feedback post‑loss, as this is not just a data issue but also a feedback collection challenge.

EXPERIENCE AND EDUCATIONAL REQUIREMENTS

• Demand Generation expertise within a Technology Organization
• Product focused delivery experience in a global context
• Experience leading high performing teams within a matrixed, global organization, across functional areas and diverse cultures.
• Exceptional interpersonal, communication, collaboration, and presentation skills on Senior Management level / C‑Level
• Fluency in English

Bring out your best SAP innovations help more than four hundred thousand customers worldwide work together more efficiently and use business insight more effectively. Originally known for leadership in enterprise resource planning (ERP) software, SAP has evolved to become a market leader in end‑to‑end business application software and related services for database, analytics, intelligent technologies, and experience management. As a cloud company with two hundred million users and more than one hundred thousand employees worldwide, we are purpose‑driven and future‑focused, with a highly collaborative team ethic and commitment to personal development. Whether connecting global industries, people, or platforms, we help ensure every challenge gets the solution it deserves.

At SAP, you can bring out your best. We win with inclusion SAP’s culture of inclusion, focus on health and well‑being, and flexible working models help ensure that everyone – regardless of background – feels included and can run at their best. At SAP, we believe we are made stronger by the unique capabilities and qualities that each person brings to our company, and we invest in our employees to inspire confidence and help everyone realize their full potential. We ultimately believe in unleashing all talent and creating a better world.

SAP is committed to the values of Equal Employment Opportunity and provides accessibility accommodations to applicants with physical and/or mental disabilities.