SAP Sr AI Evidence References Marketing Lead 

Germany, Baden-Württemberg 

297533830

Key responsibilities include:

• Develop and lead SAP Business AI’s global customer reference and evidence strategy program and execution, ensuring a structured and scalable approach to capturing and activating customer success.

• Partner with sales, field marketing, customer success, and product teams to identify and engage AI customers willing to share their success stories and maintain the positive relationship to continue to grow their usage of innovation and build durable stories that continue to grow over time.

• Establish a structured nomination process, working closely with account teams to secure customer participation in case studies, testimonials, videos, and reference calls.

• Create and manage a central repository of customer success stories and references, ensuring accessibility across marketing, sales, and executive teams.

• Develop multiple reference formats, including customer-to-customer references, white papers, testimonial videos, PR engagements, speaking opportunities, field enablement materials/repository and analyst briefings.

• Align customer stories with SAP’s AI messaging, ensuring strong narratives that demonstrate real-world AI transformation.

• Build a tiered customer advocacy approach, identifying flagship AI customers for high-impact storytelling, blogs, keynote engagements, advertising/demand gen cmapaigns, website showcase and analyst relations.

• Collaborate with PR and analyst relations teams to ensure customer references are effectively leveraged for media engagements and industry reports as well as with product management for MQ proof points based on customer success.

• Establish KPIs to measure reference impact, tracking customer engagement, content performance, and sales enablement effectiveness.

• Ensure compliance and approvals for all customer reference content, working closely with legal, brand, and customer teams to meet corporate policies and customer privacy requirements.

Experience & Skills:

• Extensive experience leading customer reference programs in enterprise software, AI, or cloud-based technology.

• Strong understanding of AI and enterprise technology, with the ability to translate technical success into compelling customer narratives.

• Experience collaborating with sales, field teams, and marketing organizations to drive customer participation in reference and advocacy programs.

• Ability to develop customer success content in multiple formats, including written case studies, video testimonials, and executive references.

• Proven ability to build trusted customer relationships, ensuring long-term advocacy and engagement.

• Strong cross-functional collaboration skills, working across marketing, sales, PR, and analyst relations to maximize reference impact.

• Data-driven mindset, tracking program performance and optimizing strategies based on customer engagement metrics.

• Experience managing legal and compliance requirements related to customer references and testimonials.

• Excellent communication and storytelling skills, with the ability to craft engaging, executive-ready content.

Requirements:

• 8+ years of experience in customer advocacy, reference marketing, or customer evidence programs within enterprise software.

• Bachelor’s degree in Marketing, Business, Communications, or a related field (Master’s/MBA preferred).

• Experience managing a global reference and evidence program and asset creation, working with large, complex customer ecosystems.

• Background in AI, cloud computing, or enterprise applications preferred.

United States or Germany

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