If you were constructing a bingo board based on the lingo in tech company discussions, you’d have “disrupt” right in the middle square, as it’s basically a freebie. What’s far less common, is seeing a company actually follow through on that disruption, but that’s what SAP has managed to do. Alicia Tillman, CMO, has been hard at work trying to re-envision how SAP presents itself, largely driven by the CEO’s ambitious goal to crack the top 10 most valuable brands in the world. So, Alicia took the reins, set about repositioning the company, and has since seen SAP move from 21st most valuable brand to 17th—their highest growth rate since 2009. Quite a few cylinders have been firing to make this happen: Their commitment to rallying behind a bold, company-wide purpose, their internal buy-in and alignment, their dedication to creativity and storytelling, and of course, good old fashioned hard work, have all played a major role in kicking SAP into the next gear. For more of Alicia’s keys to effective marketing, and to get a closer look at how one of the most valuable companies maintains and builds on its success, check out the full interview.