SAP
Enterprise software giant executing a €10B capital return amid sustained cash generation.
Famous for
What SAP is known for
- Built the ERP backbone for Fortune 500 operations across manufacturing, finance, and supply chain.
- Transitioned from on-premise licensing to cloud-native subscription model with SAP Cloud.
- Announced €10B share repurchase program starting February 2026, signaling confidence in free cash flow.
For growth marketers
What it's like to work at SAP
Public enterprise software at scale. SAP operates across multiple product lines and geographies with thousands of employees. Growth challenges here are about cloud migration velocity, customer expansion into new verticals, and competitive positioning against Salesforce and Oracle. This is mature-company growth: retention, upsell, and market share defense in established segments.
About
In their own words
New Share Repurchase ProgramFollowing SAP's strong free cash flow generation, the Executive Board and the Supervisory Board have authorized a new share repurchase program with a volume of up to €10 billion. It is scheduled to start in February 2026 and expected to be completed by the end of 2027..
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Growth Marketing role guide
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FAQ
Questions about SAP
Is SAP hiring growth marketing roles?
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