Observed Signal · Feb 19, 2026 · Product Launch · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Positive
SAP Unveils Engagement Cloud for Enterprise-Wide Personalization
SAP announced it is renaming its SAP Emarsys solution to SAP Engagement Cloud as part of a strategy to embed engagement as an enterprise capability across its portfolio. Joanna Milliken, head of SAP Engagement Cloud, said the product expands beyond traditional marketing campaign tooling into enterprise orchestration, enabling personalization across customers, partners, resellers and employees. Tighter integration with SAP’s backbone gives marketers faster, more native access to operational data (including customer and supply-chain visibility), enterprise governance and compliance. An enterprise edition of SAP Engagement Cloud is available immediately, retaining existing Emarsys capabilities while allowing customers to adopt new features incrementally.
Major enterprise vendor (SAP) has repositioned and launched an enterprise edition of its marketing/engagement product, integrating it with ERP/backbone systems to give marketers native access to operational and supply-chain data—this affects martech architectures and enterprise marketing operations.
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Key Takeaways & Evidence Grounding
- SAP renamed its SAP Emarsys solution to SAP Engagement Cloud.
- Joanna Milliken is head of SAP Engagement Cloud and spoke about the product repositioning.
- SAP Engagement Cloud integrates with SAP’s backbone to provide native access to operational, customer and supply-chain data.
- An enterprise edition of SAP Engagement Cloud is available today with advanced administration and architectural features.
- Existing capabilities from the SAP Emarsys solution remain available and can be adopted incrementally.
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Transforming Marketing: Join SAP's Engagement Revolution Online!
Engage with SAP Online is a free, half-day virtual event now available on demand that brings senior marketing, CX and engagement practitioners together to address what SAP calls the "Engagement Divide" — the gap between customer expectations and many organizations’ channel-centric operating models. The program features Sara Richter (CMO, SAP Engagement Cloud) presenting findings from the SAP Engagement Index (10,000 consumers; 4,800 senior decision-makers) and a keynote from Mark Ritson. Practitioners from BMW Group, Essity and Sinch discuss operationalizing AI, connected systems and unified customer profiles. SAP’s research highlights mismatches such as 75% of consumers being put off by disorganized brands, low brand engagement on preferred channels (41% of consumers prefer apps vs. 28% of brands engaging there) and that only 21% of organizations score at high maturity for engagement. The event focuses on shifting from channel optimization to relationship-centric operating models.
CX Gap Persists After 20 Years Despite Billions Invested
Despite decades of investment in customer experience (CX) programs, a persistent disconnect remains between how companies perceive their CX and how customers actually experience it. Bain & Company's 2005 study found 80% of executives believed they delivered superior CX, while only 8% of customers agreed. Subsequent research by Capgemini (2017) and SAP (2026) shows similar gaps. The article argues that this 'delivery gap' is not a technology problem, but an accountability and culture issue. Root causes include measuring what's easy to report rather than actual experience, decorative feedback loops, and employee experience being deprioritized. As AI-driven CX investment surges, the author warns that automation without cultural and accountability fixes will merely scale the existing disconnect.
LinkedIn says don't treat leads as finish in B2B
At LinkedIn's B2Believe event in its new Empire State Building space, executives and practitioners called for a shift from lead-centric B2B marketing to a 'full journey' approach that links signals, targeting, creative, full journey, and measurement. Jae Oh, senior director of product management, revealed that fewer than 10% of upper-funnel audiences make it into bottom-funnel campaigns, urging marketers to connect awareness with demand capture. Research from LinkedIn's B2B Institute with eMarketer showed 77% of marketers say they no longer target individuals, yet only 31% have a playbook for activating audiences down the funnel. Practitioners from Canva, SAP, Mastercard, and others shared examples of aligning marketing and sales on common signals. LinkedIn also outlined a product roadmap focused on cost-per-opportunity targeting, multi-format campaigns, agentic workflows, and incrementality forecasting.
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