The Accuracy of SAP’s Marketing and Sales Information

What This Article Covers

  • SAP Marketing Versus Reality
  • The Example of HANA and S/4HANA


SAP constantly puts out inaccurate information about the capabilities of its software. In this article, we will cover how SAP can” do this without receiving the criticism that other vendors might receive.

SAP Marketing Versus Reality

Of all of the vendors that we have studied, SAP efficiently” provides the least accurate information about capabilities, as well as the functioning of various functionality. SAP is expert at using its marketing, and control of IT media to release low capability applications that allow it to freeze out software vendors that offer far more capabilities. After purchased, SAP offers a continual stream of promises that the future releases of the application will solve the issues that the customer has with the present version of the software.

There are many examples from which to choose, but one of the most current and illustrative is HANA and S/4HANA.

The Example of HANA and S/4HANA

Both of these related products (HANA is a database that can be used for many SAP applications, while S/4HANA is SAP’s ERP system that works with HANA) constitute one of the most substantial investments on the part of SAP. For the past five years, HANA and S/4HANA have been aggressively promoted in the press, in conferences, and of course in sales presentations.

However, both products have severe limitations not the least of which is major maturity issues.

What is most noteworthy is that, aside from Brightwork, HANA and S/4HANA have received very little criticism in areas that really should be criticized. This speaks to the large number of supporters of SAP in consulting and IT media, including IT analysts. Essentially if SAP says something, it becomes law and SAP has an army of repeaters that will repeat whatever SAP proposes, regardless of the accuracy.


For salespeople at competing vendors to beat SAP, they must know what parts of SAP’s messaging are inaccurate and can be exploited, and which parts are correct. This is one of the services that which is included in How to Beat SAP.

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