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Author's profile photo Nadia Casagrande

SAP is Successful, When Partners are Successful


For 16 years, Finn Backer has led the Small and Midsize Enterprise (SME) team within the Global Partner Organization at SAP. Focusing on what partners need and what is considered business critical to them, he and his team provide a best-in-class enablement experience for the SME partners. Helping and supporting partners to build sustainable businesses around SAP solutions is his mission. With his global team of SAP Business One and SAP Business ByDesign experts, he acts as an enabler and trusted advisor for partners.


Q: Tell us about yourself, your hobbies, your passions. 

I was born and raised in Norway, and currently live in the Netherlands. I enjoy experiencing the world, by traveling, working in an international environment, and by following the world news.

I feel fortunate to have lived and worked in five countries: Norway, USA, Netherlands, England and Germany. Every country is beautiful and unique, providing a new perspective and appreciation.

I am married with three children; my two boys study at university and my daughter is in high-school. Of course, in these times, they are home schooling via Zoom. The positive aspect of these unprecedented times is that my wife and I get to see the kids more, spend a lot of time together and enjoy family dinners. My wife, who works for a leading health technology company here in the Netherlands, sometimes meets me at the coffee machine, where we have our own “coffee-corner-chats”.

Our family is completed with our dog Odin, who usually lies at my feet in the office. When I go and grab a coffee during a conference call, coming back, the dog usually sits on my chair, staring at the moving pictures on the screen.

When I’m not working, I enjoy getting fresh air and resetting my mind by biking through the trails in the forest. I make people laugh, when I speak about “mountain biking” in the flat countryside of the Netherlands. I also try to go the gym a few times a week to stay in shape.

Q: What does a SME Partner Enablement leader do?

I manage a global organization of about 80 SAP Business One and SAP Business ByDesign experts, located in 40+ countries. We train partners on how to sell, implement, and support the solutions. We also help SAP account executives and partners in presales with strategic deals, and we deal with customer escalations if they occur. For SAP Business One, we are also heavily involved in ensuring the solution is localized and stays current and is constantly being maintained.

As manager of the team, my main role is to align with global stakeholders on our objectives, cascade these to the organization, and support everybody in the team to meet their specific objectives and assignments.

I am also involved directly with our partners. My task is to create transparency and guidance to partners on SAP strategies and solutions, supporting them to make the right decisions for their companies. If partners make good decisions, they will be successful. And when partners are successful, SAP is successful.

Q: How did your career start?

I graduated from Arizona State University (USA) in 1992 with an MBA and a Master of Science degree in business statistics. I started my career at a company called Exact Software in the Netherlands, as a technical support employee. I assisted customers on the phone answering their questions and solving problems related to their Exact ERP solution. Later I ran an international “flying doctors” team, a group of fantastic product experts taking care of the worst customer escalations worldwide.

I joined SAP in 2004 to help build a Small and Midsize (SME) business. SAP had just purchased a company called TopManage and renamed their solution to SAP Business One. At that time, SAP Business One had about 3,000 customers. SAP was looking for someone to build up a team, to support and enable an indirect channel to resell SAP Business One internationally.

16 years later, we now have 65,000+ customers. For me it has been an amazing journey so far, having worked with many great people within an incredible company. I also enjoy working with the SAP Business One partner community, of whom many also started 16 years ago, and have built great businesses for themselves.

Two years ago, I also assumed the responsibility for all SAP Business ByDesign partner enablement teams within SAP. We’ve drawn lessons from SAP Business One, and are applying these best practices with SAP Business ByDesign, aswe get more involved with our SAP Business ByDesign partner community.

Q: Looking back at your career in SAP, what was your biggest achievement?  

My biggest achievement is definitely the SAP Business One Innovation Summit. We organized the first event in Bratislava in 2014 to teach partners how to develop on top of the SAP Business One, version for SAP HANA, which we were launching to the market at that point in time. We did not have any professional event management. I remember having many worries: will enough people register to cover the costs? Will partners like it? Will the pitch for SAP HANA work in SME? Will the presentations be good enough? There were logistical concerns too, regarding lunch and having enough chairs. The event turned out to be a big success, and we realized the power and importance of bringing people with the same passion together. The energy at the event was amazing; seeing the smiles on the faces of all participants when they left the summit was very rewarding. We decided to make it an annual event, and over the years, we added more tracks to cover additional roles from partners, such as implementation, sales, CEOs, etc.

Q: How did COVID-19 affect you, your team, and your work over the past months?

For the last 10 years I have mainly worked from home, except when traveling, which was about 25% of my time. In the beginning of the COVID period, it was not a big deal for me. The only exception was, that I had to dress up a little bit more. In the past 10 years, I hardly used my webcam, but now in COVID times everybody has started to use webcams more frequently. Today, nine months later, I have to say that the days have become very monotone. Almost like the film Groundhog Day, where a TV weatherman covering the annual Groundhog Day event in Pennsylvania becomes trapped in a time loop, forcing him to relive the same day repeatedly.

Staying at home all the time is not my preferred choice. It is interesting how, these days, a one-hour trip away from home, and staying in a hotel overnight, feels like a big trip. Hence, getting out of the house in the evening for an hour of activity became super important for me.

As for the team, I am grateful and amazed how well people adjusted and how hard everybody is working to continue to stay “on top of their game”. In this virtual-only world, finding ways to stay connected on a more personal basis is important. Personally, I try to speak more frequently with my direct reports, and I have also increased the number of “skip level” calls; skipping the managers and speaking directly with their employees, which I enjoy a lot. In general, I think it is a good idea to set up calls now and then with colleagues you normally do not speak with, just to “feel the pulse” and get new impulses and feel their energy.

My team and I also help partners understand how to convince customers and prospects to implement the software remotely. There are a lot of adjustments for everybody. But partners, customers, and prospects are adapting.

Q: Looking ahead, what do you think is important for partners to be successful?

First, take good care of customers. More than ever “recurring revenue” is key.  And happy customers ensure this. I believe that partners with many (happy) customers were able to survive the COVID times better than others. I think SAP Business One and SAP Business ByDesign partners in general understand this dynamic and they all do a good job, as the renewal rates for both solutions are very high.

Secondly, many partners have a unique knowledge in a specific industry or micro industry, and I recommend capturing this knowledge into IP and software services. With the current web-based development tools and platforms like SAP Cloud Platform, it is much simpler than before, even for more resell-oriented partners.

Finally, I think it is important for partners to embrace the intelligent enterprise opportunity. I am very encouraged to see partners extending the solutions with innovative functionalities and add-ons, with new technologies like the Internet of Things and Artificial Intelligence, positioning themselves as “technology partner” instead of the “ERP guys” and consequently winning prospects because of their understanding of the new world. Customers need more than just an ERP, and we can own this! Don’t just be the ERP guys!

Finn Backer, Global VP, GPO SME Partner Enablement

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Finn Backer has been with SAP for 16 years, continuously in the area of SME in a global function. As Vice President at the Global SME Partner Enablement organization, he is leading the worldwide solution expert team responsible for supporting SAP Business One and SAP Business ByDesign partners with pre-sales activities, solution knowledge and post sales activities. He graduated from Arizona State University (USA) in 1992 with an MBA and a Master of Science degree in business statistics. Prior to SAP, Finn spent 10 years with Exact software (Netherland based) where he part of running the international business of selling Exact Software ERP solutions to SME organizations.


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      Author's profile photo Idit Saguey
      Idit Saguey

      Awesome interview! thank you Finn for that you do

      Author's profile photo Maximiliano Donzoff
      Maximiliano Donzoff

      It is a pleasure to be part of the GPO SME Partner Enablement team and have such a great leader like you Finn!

      Author's profile photo Julio Tome
      Julio Tome

      Congrats for the excellent interview, Nadia!

      Finn is a true lider, an inspiration for me and many other partners. And yes, the Innovation Summit is the top event for the SME partners, I miss it this year.

      Go ahead Finn, together we are stronger!

      Author's profile photo Marty Gomez
      Marty Gomez

      Thanks for all the hard work to make B1 what it is today, along with the great SAP-B1 team. -marty-