SAP

Global leader in enterprise software with a growing presence in MarTech and CDP through SAP Emarsys and SAP Customer Experience portfolio

SAP SE is one of the world's largest enterprise software companies, headquartered in Walldorf, Germany. Founded in 1972, SAP provides a comprehensive suite of business applications spanning ERP, supply chain, finance, HR, and customer experience. Within the AdTech and MarTech ecosystem, SAP is most relevant through its Customer Experience (CX) portfolio — formerly known as SAP Hybris and later SAP C/4HANA — which includes marketing automation, commerce, sales, and customer data management tools. SAP's Customer Data Platform (CDP) and SAP Emarsys (acquired in 2020) are particularly significant, enabling brands to unify customer data, orchestrate personalized omnichannel campaigns, and drive customer engagement at scale. SAP competes in the enterprise marketing technology space against Salesforce, Adobe, and Oracle, offering deep integration with its own ERP and business data systems as a key differentiator. The company's ability to connect operational business data — such as inventory, financials, and supply chain — with marketing and customer engagement workflows gives it a unique position among large enterprises seeking a unified data-driven approach. SAP Emarsys, in particular, serves as a B2C marketing automation platform used by retail, e-commerce, and media brands globally. With over 400,000 customers in more than 180 countries and annual revenues exceeding €30 billion, SAP is a dominant force in enterprise software. Its AdTech-adjacent capabilities are increasingly important as brands seek to leverage first-party data for personalized marketing in a privacy-first world. SAP's investments in AI, machine learning, and cloud infrastructure further strengthen its position as enterprises modernize their marketing and customer data stacks.