THE ROLE: Global Director, Financials Product Marketing

The Company

SAP is the market leader in enterprise application software, helping more than 282,000 customers to operate profitably, adapt continuously and grow sustainably. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition.


Joining in 2001, Kraig Haberer served in the global marketing function for SAP. He was responsible for strategic marketing and product marketing initiatives for SAP’s financial solution portfolio, including ERP Accounting, Financial Supply Chain Management, Strategic Enterprise Management, and Corporate Services applications.


Historically, a two-pronged organization strong in both product development and sales, SAP did not have a unified, centrally managed marketing organization. Consequently, the company formed SAP Global Marketing which was the central marketing function for global marketing communications and solution marketing.

Kraig joined this group as Global Director of Product Marketing for their Financial ERP solutions. Working collectively with product development, global sales, and field marketing, he helped this core business segment achieve the following results:

  • Increased SAP’s market share by 7 percentage points in a very mature and contracting financial management solutions market
  • Gained the leadership position in META Group’s 2003 ERP METASpectrum report and advanced SAP’s position in the Gartner Enterprise Accounting Magic Quadrant
  • Repositioned the Financials team from a product-focused to market-focused organization, specifically, by introducing a product marketing methodology and leading the go-to-market efforts with CFO Roundtables, a Customer Advisory Board, and revised positioning and messaging frameworks
  • Bolstered the “voice” of SAP’s financial solutions through intensified thought leadership with customers, analysts, and the press, including quotes in The Wall Street Journal, CFO Magazine, Business Finance Magazine, Information Week, CFO Project, and others


"I worked with Kraig rolling out SAP Financials. Kraig's very pragmatic approach to marketing ensured that our solutions got the right exposure at the right events. It was a pleasure working with him."

Andrea Anderson

Vice President - Design Thinking at SAP Labs LLC