Annual Report 2002 - Software AG

Sales and marketing: Broadening the customer base
Software AG’s sales organization has a new
focus: XML products
In 2002, the sales and marketing department focused
on the Company’s transformation from an infrastructure
software provider to an integration partner for
XML technology and solutions. We are not only looking
to sell XML products to our installed base, but
also to leverage this exciting technology to attract
entirely new customers. With this in mind, we divided
our sales activities into four groups in early
2002. The largest serves the installed base, and is
supported by a newly established customer service
center. The second group is dedicated to winning new
customers and a third is tasked with ensuring effective
collaboration with our sales partners. The fourth
deals with around a hundred key global accounts.
To better meet individual customer needs, we
are aligning our activities with selected industries,
including banking and insurance, pharmaceuticals,
healthcare, the public sector, and media and technology.
Revenue in 2002 by region:
475 million EUR
USA
33%
Rest of
world
9%
MANAGEMENT REPORT
Global marketing campaigns
Our drive to attract new customers is reinforced by
centrally managed, worldwide marketing campaigns.
We distinguish between product-oriented content
for IT specialists and solution-driven messages, targeted
at business decision-makers. In particular, we
focus on core technologies such as Tamino XML
Server, EntireX, Natural and Adabas Cluster Services,
but also key emerging topics, including content management
and Web services. In other words, XMLbased
integration.
More than 5,000 companies attended our events
and seminars on these topics.
Cooperation with sales partners
Software AG, which until 2000 only employed direct
sales channels, continued to forge closer ties
with its partners in 2002. In particular, we sought
closer cooperation with companies offering XMLbased
solutions.
Germany
17%
Rest of
Europe
41%
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