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SAP Concur powers travel, expense, and invoice management for enterprises worldwide—but its impact wasn't fully understood. The platform was deeply embedded in operations, yet its broader value and future direction lacked clarity across teams and markets. As the company scaled, vision fragmented—limiting its ability to lead the category it had already established.
The ambition: move from a functional system of record to a platform shaping the future of work—aligning leadership, clarifying direction, and turning product evolution into a category-defining story. This required defining a clear vision for the platform—and ensuring it could guide how the product evolves, how teams align, and how the market understands its value.
The work began by defining SAP Concur's future vision—aligning leadership around a clear articulation of where the platform is going and why it matters. From there, that vision was translated into a narrative and strategic framework directly connected to the product roadmap. We partnered with product and marketing leaders to shape how innovation is prioritized, built, and communicated—ensuring every release reinforces the same story.
This shifted how teams operate day to day: product decisions ladder to vision, marketing expresses what product makes possible, and employees can clearly see how their work contributes to the future being built. That foundation extended into executive storytelling and global campaigns—bringing the vision to life in ways customers and teams can believe in and act on.
The work came to life across SAP Concur's most critical touchpoints:
3 consecutive projects spanning vision and two global campaigns. "Brilliant work." — David Hamilton, CMO, SAP Concur
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