Marketing Today With Alan Hart

This week on “Marketing Today,” Alan talks with Siddarth Taparia, senior vice president and head of marketing transformation at SAP, where his duties include overseeing partner marketing and strategic transformation.During the course of their discussion, Taparia talks about his 13-year career at SAP, including his transition to marketing. He also discusses the efforts by SAP to transform their brand — both internally and for its clients. In talking about that transformation, Taparia said, “I firmly believe that transformation starts and is successful with people. Everything else is an ingredient. But the thing that really makes it work is that the people have to transform — there has to be a transformational mindset.”He later added, “Any type of brand transformation is driven by how your customers perceive you, what they think about you, and how they champion your products and solutions.”Highlights from this week's “Marketing Today” podcast include:T