Demand Generation Expert - BTP

SAP; United Kingdom; On-site; GBP 60,000 - 90,000; Full time

Job summary

A leading technology company is seeking a Demand Management Expert to drive data-driven decisions in pipeline generation. The role involves innovative tactics, data integrity, and strategic insights to enhance demand performance. Candidates should have expertise in demand generation, strong communication skills, and experience in guiding high-performing teams globally.

Benefits

Learning and development opportunities

Collaborative team environment

Diverse benefits options

Qualifications

• Experience leading high performing teams in a global environment.
• Proven track record in demand generation within technology.
• Exceptional skills in communication at Senior Management level.

Responsibilities

• Drive net new pipeline through innovative tactics and tools.
• Ensure accurate opportunity data and deliver actionable insights.
• Analyse high-value opportunities and guide strategic shifts.

Skills

Demand Generation expertise

Product focused delivery experience

Interpersonal communication

Collaboration skills

Presentation skills

Fluency in English

Job description

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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 choosefrom.

Job summary

The Demand Management Expert acts as the Top of the Funnel brain and execution engine of SAP’s demand ecosystem. This role drives better-informed and data-driven top of the funnel investment decisions, alignment of top of the funnel activities across functions (e.g. marketing, digital hub, sales, partnerships, CSM, etc.) and Lines of Business (e.g. ERP, F&S, HCM, BDC, BTP, CX, SCM, etc.), consolidation of best practice and higher conversion of high-value pipeline. This role is critical in turning top of the funnel information and insights into strategic decisions and helps SAP focus on high-impact demand, cut out low-yield activity, and strengthen the link between marketing, sales, and product investment. This role focuses on maximizing ROI by using data to guide decisions and reallocating resources as needed. While it doesn’t own reporting, it drives insight-based actions and works closely with RevOps/S&O to address reporting gaps and align on expectations. Additionally, it delivers insights to senior leadership, identifies new and creative top-of-the-funnel activities to generate more pipeline, and supports the adoption of a best-in-class top-of-the-funnel toolset. It is important to have an entrepreneurial mindset, quickly identify what’s working, what’s not, and where the business must pivot to maximize ROI from its demand-generation efforts—across marketing, partners, campaigns, events etc.

What you'll do

Demand Generation Innovation & Enablement

Drive net new pipeline through global demand programs across LoBs by piloting innovative tactics, uncovering whitespace, and equipping teams with scalable tools, playbooks, and data-driven guidance. It emphasizes best practice sharing across regions and business units, fostering cross-regional collaboration and empowering local teams through enablement and consistent guidance. Clear expectations should be set for how Regions, MUs, and SAs staff and structure their Demand Management efforts

Data Integrity & Insight Delivery

Ensure accurate opportunity data across SAP tools (e.g., CRM, Harmony, Outreach) and delivers actionable reporting that converts numbers into strategic insights. It defines business requirements for reports and dashboards, partnering with RevOps/S&O to shape these tools while focusing on interpreting insights rather than producing raw reports. The role uses insights to proactively identify pipeline and coverage gaps, challenge teams on areas for improvement, and guide data-driven decision-making.

High-Value Opportunity Intelligence (>€250K)

Analyse all new opportunities above €250K to understand their source, success drivers, and recurring patterns, delivering recommendations on what to start, stop, or scale to improve demand generation and eliminate inefficiencies. As a known gap, lead high-value opportunity analysis, ensuring insights directly inform LoB strategy and subsequent actions.

Assess demand generation performance at the source level—campaigns, events, partners, and more—to identify what consistently delivers quality pipeline. Guide strategic shifts in demand investment based on source-level performance and pipeline quality trends, recommending reallocations based on ROI.

Opportunity Quality, Governance & Risk Monitoring

Track discontinued and disqualified opportunities over €250K, analysing lead source, time in funnel, and disqualification reasons to identify qualification issues and speculative pipeline. Focus on interpreting patterns to improve targeting, while data management responsibility lies with RevOps.

Loss Analysis & Conversion Bottlenecks

Monitor high-value losses to identify sales execution, product issues or competitive gaps. using findings to improve conversion rates and pipeline quality. The role focuses not just on generating insights, but also driving actions across Enablement, Sales, and Product. It's crucial that CROs play a key role in securing qualitative customer feedback post-loss, as this is not just a data issue but also a feedback collection challenge

What you bring

• Demand Generation expertise within a Technology Organization
• Product focused delivery experience in a global context
• Experience leading high performing teams within a matrixed, global organization, across functional areas and diverse cultures.
• Exceptional interpersonal, communication, collaboration, and presentation skills on Senior Management level / C-Level
• Fluency in English

Bring out your best

SAP innovations help more than four hundred thousand customers worldwide work together more efficiently and use business insight more effectively. Originally known for leadership in enterprise resource planning (ERP) software, SAP has evolved to become a market leader in end-to-end business application software and related services for database, analytics, intelligent technologies, and experience management. As a cloud company with two hundred million users and more than one hundred thousand employees worldwide, we are purpose-driven and future-focused, with a highly collaborative team ethic and commitment to personal development. Whether connecting global industries, people, or platforms, we help ensure every challenge gets the solution it deserves.At SAP,you can bring out your best.

We are ethical and compliant

Our leadership credo: Do what’s right. Make SAP better for generations to come. We believe that great leadership extends far beyond the mere pursuit of business goals. We value and foster leadership that is driven with purpose and integrity. Our leaders are role models who uphold SAP’s values and shape SAP’s culture of integrity, by demonstrating and championing ethical and compliant behavior towards all stakeholders.