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Author's profile photo Britta Fengler

From Vision to Value: SAP Pledges Plentiful Resources to Support Partners’ Industry Cloud Efforts

The calls went out to SAP partners in 2021 and again in 2022, inviting them to submit ideas for developing new intelligent business solutions for utilities through the SAP industry cloud ecosystem. With those calls came a promise from SAP to support partners with resources and guidance so they could quickly turn those ideas into real solutions and real revenue.

As compelling as the opportunity was to leverage SAP’s resources to create, market and monetize a new customer solution, dozens of SAP partners answered the calls, and a handful were subsequently chosen to develop their ideas as part of the SPRINT1 program. Now these partners have commercialized, ready-to-integrate solutions that utility companies can purchase in the SAP Store.

SPRINT1 is just one example of how the resources SAP is pumping into industry cloud can help partners unlock important opportunities on SAP industry cloud.  While SPRINT1 is aimed at partners on the “build” side of the industry cloud ecosystem, we’re also rolling out resources to support and catalyze the work of partners on the “sell” and “service” sides of the ecosystem, including resellers and channel partners as well as system integrators and global strategic partners (GSPs).

As Global Leader of the Industry Cloud Partner Enablement effort at SAP and as part of the SAP Partner Ecosystem Success team, I’ve been busy learning from execs across the three categories of partner organizations how SAP can best help them maximize their opportunities in the ecosystem. Because behind all the buzz about how partnership and co-innovation have already yielded more than 300 promising new solutions [almost all developed or integrated with the SAP Business Technology Platform (SAP BTP)], there has to be a business case for partners to invest their time, energy and resources in industry cloud.

That’s where my team and I come in. Our job is to make sure partners have ready access to the resources they need to realize ROI on their industry cloud investments.



Let’s take a closer look at what that means for each of the three partner categories:

  • SERVICE. My goal is to help system integrators and GSPs consistently earn customer referrals from their work implementing industry cloud solutions. To support that goal, we’ve developed another quick, self-paced deployment-enablement learning program designed to help integrators and GSPs deliver superior implementations. As a starting point, check out the Service Partner Learning Room. (SAP Partner access only) We are working to augment this enablement portfolio and soon will add new practical learning resources, with the opportunity for partners to earn a digital badge.
  • SELL. We’re here to help resellers and channel partners uncover opportunities and develop go-to-market strategies to sell industry cloud solutions, and find opportunities to partner with independent development partners to resell their industry cloud solutions. We can also help resellers and channel partners identify intellectual property that they could productize as an industry cloud solution. As an initial step, we’ve developed a quick course for resellers and channel partners to learn about the industry cloud business model, how to approach conversations with customers about industry cloud solutions, and generally how to make the most of opportunities within the ecosystem. Those that complete the course (it takes only about an hour) earn a knowledge badge. To find out more, check out the learning journeys for Sales & Presales and Channel Partners. (SAP Partner access only)


How to make the most of these resources? Here are five suggestions:

  1. Explore and bookmark. The Industry Cloud Landing Page on the SAP Partner Portal (SAP Partner access only) is a great one-stop shop to learn more about how SAP industry cloud works and the resources available to partners. The SAP Store is worth perusing to view the full range of solutions partners are developing, selling and implementing. Wondering how your organization can benefit from being active on SAP industry cloud? That’s detailed in a report from Forrester (executive summary and full report). Also be sure to read this FAQ. (SAP Partner access only)
  2. Learn and earn. Complete a quick course to learn how being an industry cloud partner works and what it can do for your business, and earn a knowledge badge that sets your organization apart from other partners. Badges are currently available to channel partners and BUILD (SAP Partner access only)
  3. Lean on us a lot — or just a little. Partners can access support resources and guidance at any point in their industry cloud journey, from onboarding through to the final steps of commercializing a solution, or closing a deal, or completing a customer implementation.
  4. Tell us what you need. We’ve made it easy for partners to share their support needs with me and my team. To offer feedback, make a request, ask a question or share some good news with me and my team, use the feedback option in the SAP Community for Industry Cloud or leave a comment below this blog. We want to hear from you!
  5. Start innovating! SAP’s industry cloud’s integrated go-to-market model creates a wealth of opportunities for partners on the BUILD, SELL, and SERVICE sides of the ecosystem. And now we’re giving partners the resources they need to capitalize on those opportunities.

Our vision for industry cloud is that 80% of the solutions developed there come from partners. The only way to fulfill that vision is for SAP to give partners the support they need throughout what we believe will ultimately prove to be a fulfilling and profitable journey for them.


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      Author's profile photo Nadia Casagrande
      Nadia Casagrande

      Thank you for sharing this detailed guidance with us and our SAP Partners on how we support partners with resources and guidance to quickly turn ideas into real solutions and revenue. Very valuable insights!

      Author's profile photo Srikanth B
      Srikanth B

      Hi Britta Fengler,

      Absolutely spot on, you have very well understood the problems of various partners, It would be good if you could also address how the Build partners are empowered with the right Service Partners to sell more, so that the innovations from the build partners are leveraged by the wider SAP community.
      In spite of working in SAP, as a build partner, I am facing challenges in taking the product to Market, I trust the same holds good with the new ISV who are new to SAP.
      Author's profile photo Britta Fengler
      Britta Fengler
      Blog Post Author

      Thanks a lot for your positive feedback and for addressing your needs, Srikanth.
      This direct feedback is very valuable and helpful for us to even do more or think about, what we could do better.
      We are currently working on different ends to foster the partner2partner collaboration. E.g. we are currently running regional industry events that should also help partners to connect.

      Author's profile photo Mustafa Bensan
      Mustafa Bensan

      Hi Britta,

      It's great to see SAP's commitment to helping partners succeed.  I'd like to offer some feedback in the context of BUILD partners.

      The Architecture & Development Guide for Industry Cloud Solutions recommends:

      "Industry cloud solutions are ideally deployed as multitenant applications on SAP BTP. This way, the industry cloud solution can be provided to the customer via subscription, as a Software-as-a-Service (SaaS) offering."

      Where SAP has done well: Technical Resources and Guidance

      In line with the Industry Cloud architecture recommendation, Martin Frick and his colleagues have provided excellent technical resources and guidance in the blog series Multitenant SaaS applications on SAP BTP using CAP? Tried-and-True!

      Where there is an opportunity for improvement: Commercialisation

      Currently the main pain point is BTP SaaS product commercialisation and this is where we really need SAP's help in simplifying the process and lowering the barriers to entry.  From experience and discussions I have been involved in with other partners, here are my suggestions:

      1.  Offer partners commercial PAYG licensing for SAP BTP with the option to transition to CPEA (OEM), in the same way as is currently offered to SAP customers.  This would allow a partner to start small and then scale up with customer uptake.

      2.  Reduce the minimum term for the BTP OEM CPEA commercial model from 3 years to 1 year, to allow partners more flexibility in reevaluating their Cloud Credit needs annually based on customer growth while continuing to offer tiered Cloud Credit discounts.  The barrier to entry for smaller partners could also be lowered by reducing the minimum annual CPEA commitment to 5000 EUR.  Also, to eliminate administrative burden, if the minimum term is reduced to 1 year, the contract should automatically renew annually, while allowing the partner to revise/upgrade their CPEA commitment on an annual basis to avoid the need for cancelling the old contract and creating a new contract each time.

      3.  For the BUILD Revenue Share Model, decouple the commercial relationship between SAP and an SAP partner from the commercial relationship between an SAP partner and their customers by replacing manual deal registration with monthly or quarterly reporting as used to be the case, in order to allow partners to offer a frictionless customer onboarding experience consistent with a modern SaaS operating model.

      Furthermore, the partner PE build price list should be applicable to all of the above 3 commercialisation options to make building solutions on SAP BTP viable and more attractive compared to alternative platforms and encourage adoption by SAP partners.

      I would be interested to know your thoughts on the above.



      Author's profile photo Britta Fengler
      Britta Fengler
      Blog Post Author

      Thanks a lot for sharing your thoughts and valuable feedback, Mustafa!
      I brought it to attention of our SAP BTP teams as feedback for their consideration.
      We will soon introduce a BTP Master Class enablement series, where we will also include the topic of BTP GTM and Commercialization.
      As soon as available I could share the registration link with you. This series will cover many of these topics, and you will also have a chance to listen in and raise feedback directly too.

      Author's profile photo Mustafa Bensan
      Mustafa Bensan

      Thanks Britta.  I look forward to hearing more about the BTP Master Class enablement series when ready.