Sr. AI Evidence and References Marketing Lead

We help the world run better

At SAP, we enable you to bring out your best. Our company culture is focused on collaboration and a shared passion to help the world run better. How? We focus every day on building the foundation for tomorrow and creating a workplace that embraces differences, values flexibility, and is aligned to our purpose-driven and future-focused work. We offer a highly collaborative, caring team environment with a strong focus on learning and development, recognition for your individual contributions, and a variety of benefit options for you to choose from. 

 

We help the world run better 

At SAP, we enable you to bring out your best. Our company culture is focused on collaboration and a shared passion to help the world run better. How? We focus every day on building the foundation for tomorrow and creating a workplace that embraces differences, values flexibility, and is aligned with our purpose-driven and future-focused work. We offer a highly collaborative, caring team environment with a strong focus on learning and development, recognition for your individual contributions, and a variety of benefit options for you to choose from. 

 

Summary: 

Artificial Intelligence (AI) is transforming how businesses operate, and SAP Business AI is at the forefront of this evolution. As SAP continues to scale its AI-driven solutions, demonstrating real-world customer success is critical to driving adoption, market trust, and brand credibility. 

As part of Business AI mission we will scale AI innovation across SAP’s portfolio and establish SAP as the leader in AI-driven enterprise transformation. As the Customer Evidence & References Lead, you will play a critical role in building SAP’s AI brand and credibility, ensuring our customers are at the center of our storytelling, marketing, and sales efforts. You will be critical in creating super users of our innovation and showcasing the impact our technology has across industries and geographies. 

We are looking for a Customer Evidence & Reference Lead to define and execute the global customer reference and advocacy strategy for SAP Business AI. This role will own the strategy, program development, and execution for capturing, curating, and activating customer success stories that showcase the real impact of SAP’s AI innovations. Working across sales, field marketing, customer success, and global marketing teams, this leader will ensure that SAP has a robust pipeline of customer advocates willing to share their experiences through references, testimonials, case studies, marketing videos, and thought leadership engagements. 

This role will also work across sales and customer success to identify the right candidates and make sure we have the right engagement and relationships to build a strong advocacy pipeline and execution year over year.  

 

The Role: 

As the Customer Evidence & References Lead – SAP Business AI, you will establish and run a scalable, strategic customer reference program, ensuring customer testimonials, case studies, and success stories are effectively leveraged across sales, marketing, PR, and analyst relations (AR). You will build a strong customer advocacy network that connects SAP’s AI customers with key audiences through executive briefings, peer-to-peer references, industry events, and AI thought leadership initiatives. You will also create content such as blogs, customer evidence handbooks, hero story guides and campaign assets that showcase our customer success – also feeding into key executive engagementa and scripts. 

 

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