Challenge: SAP, the world’s largest provider of enterprise software solutions, and its marketing agency, White Rhino, were seeking to increase penetration of small to mid-sized companies with an entry level suite of business analytics and intelligence products.

Objective: To gain an in-depth understanding of the mindset and behavior of key decision-makers from these smaller companies, including business and personal drivers that impact their consideration/purchase of enterprise software solutions.

Solution: Plan-it conducted a Qualitative Exploratory Study consisting of in-depth telephone interviews among IT, HR, sales, marketing, finance and operations professionals, to understand the decision-making process when choosing software solutions and providers and to explore critical unmet needs in an enterprise software solution.

Result: Based on our work, Plan-it made recommendations for the optimal marketing strategy and positioning for an enterprise solution as well as optimal communication strategies to target small to mid-sized companies.