Funny thing about innovation: It can’t be mandated.
For years, U.S. car makers vowed to regain their mojo by out-innovating competitors. But, until recently, what they delivered was bigger SUVs. And cup holders.
Now SAP’s new CEO brain trust of Bill McDermott and Jim Hagemann Snabe say their company will regain its mojo by accelerating innovation. Yesterday, at their press conference at SAP’s Palo Alto campus, they emphasized the company’s intent to turn up the innovation “clock speed,” rolling out technology platforms and internal processes that, they said, will deliver new products that will keep up with customer expectations even in the era of mobile communications, where smart devices change as rapidly as hem lines. (The SAP co-CEOs made similar statements at the recent CeBIT conference in Germany.)
While there’s little doubt that SAP — and all enterprise application providers, for that matter — could do with more out-of-the-box thinking and less financial engineering, SAP’s leaders may find that it will take more than a CEO change and a new innovation strategic plan to start seeing results.
Clearly, all of SAP’s talk about a plan to accelerate innovation is a by-product of the company’s recent wrenching leadership change. Ousted CEO Leo Apotheker bore the brunt of customer backlash over a failed plan to raise maintenance and support prices while reducing customer choice. As one SAP customer told me, “It sent the unintended message that the focus was not on being innovative but on recycling what they had as a way to move the company forward.” Unfortunately true.
Now SAP wants to differentiate itself — particularly from archrival Oracle — by emphasizing innovation leadership. To demonstrate that, Hagemann Snabe yesterday said SAP has rolled out to its 12,000-person developer team a new agile, iterative software development process that will allow the company to accelerate the creation of new products. The approach, for example, has allowed SAP to reduce the number of developers working on its cloud-based Business ByDesign product by a third while accelerating results, he said.
But innovation is about a lot more than how fast you can write code. It’s about coming up with great ideas for great products, even before your customers know they need them. As Steve Jobs once said, “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.”
This type of anticipatory innovation is what built SAP and other software companies. When SAP launched its R/2 business system in the late 1970s, there weren’t a lot of CIOs jumping up and down demanding the fully integrated enterprise application suite that R/2 and, later, R/3 would become. SAP was ahead of that market. It helped define that market in the same way that Apple defined what consumers expect from mobile devices.
But that was then. Today SAP is a different company, with 50,000 employees serving 95,000 customers. There is a huge installed base of software to worry about, and multiple layers of management to feed. Inevitably at such a large company, the need to satisfy entrenched interests can undermine inspired innovation.
Don’t get me wrong;, some of the initiatives SAP is pursuing represent significant innovation. Business ByDesign, while not an original idea, will have a significant impact, particularly if SAP can incorporate core manufacturing functionality into the product. And the company’s plans for an in-memory database could be a game-changer, giving companies a way to respond to changing business conditions on the fly.
But McDermott and Hagemann Snabe shouldn’t fool themselves. Building — or rebuilding — a culture of innovation at a company the size of SAP can’t start at the CEO level, and it can’t be accomplished overnight. As my colleague Mark Halper wrote recently in Manufacturing Executive, building a culture of innovation requires the willingness to embrace good ideas regardless of their source, an acceptance of the fact that failure is part of the process, and a willingness to reward innovation at all levels of the enterprise.



Don’t Fire Unprofitable Customers; Price Them Out the Door
I was privy to an interesting discussion this week about the promise and perils of price optimization. PROS, a company that got its start in the 1980s in the airline industry and today offers pricing and profit management software for manufacturers and others, gathered a small group of individuals who focus on pricing practices every day, and the ensuing conversation revealed much about entrenched business practices and companies’ ability to change their customer-facing practices.
Participants included Noha Tohamy, a pricing analyst at AMR Research, now part of Gartner; Mike Simonetto, who founded Deloitte’s pricing practice, and his colleague John Norkus; and Kevin Wholly, a vice president and general manager at Arrow Electronics who oversees $1.2 billion worth of sales for the electronics distributor.
In a stately conference room in the iconic New York Stock Exchange building on Wall Street, we talked about the fear salespeople have of the analytical calculations of a software system, the reluctance of companies to admit that they’re using pricing technology, the tendency to “SWAG it” when it comes to product or service pricing, and the stigma attached to firing customers.
Arrow’s Wholly framed the discussion succinctly when he said, somewhat defensively, “Arrow has never fired a customer.” That statement gets to the thorny truth at the heart of price optimization practices: When a manufacturer evaluates its product pricing empirically instead of by gut feel, the close examination inevitably reveals that it is serving some customers at a loss. Firing those customers outright is a bold step that few companies are willing to take — and with good reason, since such a move can damage a company’s reputation. The answer, the experts advised, is to raise prices so that unprofitable customers either begin to pay their way or look elsewhere for business.
Simonetto of Deloitte said the process requires an inversion of the usual value equation, from the traditional inside-out perspective — i.e., what value do I create for the customer? — to one that looks outside-in. A company must determine “what value does that customer create for me, and [then] price according to that value,” he said.
All agreed that this is much easier said than done. Any effort by manufacturers or distributors to improve pricing must go through the sales team, and many initiatives without strong executive support don’t make it through that sieve. At Arrow, the pricing effort started at the top. Wholly said the CEO wanted names of salespeople who weren’t in compliance with the new pricing guidelines. And Arrow installed someone to act as policeman to keep the sales staff from going rogue. “She just will not allow [deviation],“ he said.
Before the company installed the PROS pricing software, Wholly said, “we SWAGged it” when making pricing decisions for new products. Now, the system uses similar existing products as a baseline and helps Arrow create better pricing parameters for new products.
Tohamy said many companies lack a single executive or manager who oversees pricing practices, and without that kind of governance structure, most salespeople feel free to price based on instinct. Wholly said companies that institute a pricing system “need to guard against the salesmen’s perception that their IP has been removed from the equation.”
When all is said and done, everyone seemed to agree, companies must push past issues of ego and complacency and do what is good for the business. That may mean installing a pricing manager, analyzing your pricing decisions more diligently, or using a software-based pricing system. But it definitely means a closer look at the value your customers give to you.
What do you think? Are you ready to fire your underperforming customers?