Translated into English by CEB. Original article published in German under the headline "Die Erneuerung des Vertriebs" in Harvard Business manager 2/2016.
RAINER STERN, Global Vice President of SAP, heading all sales leadership programmes at the group's Sales University.
In 2012, software group SAP decided to launch a new way of selling worldwide. In just three years, they turned 5500 salespeople into creative marketers, who closed significantly more deals.