---
id: "org-sap"
type: "entity"
entityType: "organization"
canonicalName: "SAP"
aliases: ["SAP SE"]
source_timestamps: ["¶2", "§ Understand Market Trends"]
tags: ["enterprise-software", "erp"]
related: ["framework-sap-customer-journey", "concept-ai-driven-tam-expansion", "concept-digital-hubs", "concept-digital-modalities", "org-adobe", "tool-digital-launchpad", "tool-prospecting-assistant"]
canonical_url: "https://www.sap.com"
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-64-ai-broaden-customer-base"
sourceUrl: "https://hbr.org/2025/03/how-one-company-used-ai-to-broaden-its-customer-base"
sourceTitle: "How One Company Used AI to Broaden Its Customer Base"
---
# SAP

**SAP** is a global leader in **enterprise resource planning (ERP)** software and the central case study of this source. Historically it relied on **expensive, in-person consultative sales** with **12–18 month cycles**. It successfully transitioned to a **cloud subscription model** (generating **>50% of revenue by 2024**) and used AI to profitably enter the **30–40 million** SME market.

**Its role in this vault:** SAP is the protagonist of [[concept-ai-driven-tam-expansion]], operator of the [[concept-digital-hubs|Digital Hubs]] and [[concept-digital-modalities|Digital Modalities]] (including [[tool-digital-launchpad|Digital Launchpad]] and [[tool-prospecting-assistant|Prospecting Assistant]]), architect of the [[framework-sap-customer-journey|five-stage customer journey]], and the source of the metrics in [[claim-ai-reduces-sales-cycle]] and [[claim-ai-saves-prospecting-time]]. It is contrasted with [[org-adobe|Adobe]] in [[concept-product-context-ai-adaptation]].

> **Enrichment context:** SAP actively embeds generative and agentic AI in sales, service, commerce, and marketing through **SAP Business AI** (canonical: sap.com). Public CX products closest to the article's "modalities" include SAP Sales & Service Cloud, Emarsys/Engagement Cloud, the SAP AI Agent Hub (governance), SAP Discovery Center (adoption guidance), and Data Hub / Datasphere (data harmonization foundation).