Here’s a question every marketing leader should be asking right now: How healthy are your customer relationships? Not your campaigns, not your channels but the actual relationships.
It’s a harder question than it sounds. Most organizations have spent the last two decades building around channels.
Email had a team. Social had a team. In-store, ecommerce, service, each with their own stack, their own metrics, their own version of success. And from the inside, it looked like progress. Every team was hitting their numbers.
But from the customer’s perspective it felt like dealing with multiple companies wearing the same logo. Marketing sends a “We miss you!” email the day after a frustrating support call. Sales doesn’t know the customer has already watched a demo. In-store purchase history is invisible to the ecommerce team. No continuity. No memory. No relationship.
On March 11, 2026, some of the sharpest minds in marketing, CX, and customer engagement are coming together to tackle exactly that. Engage with SAP Online is a free, half-day virtual event built for leaders who are done optimizing channels in isolation and ready to rethink how their organizations build and sustain customer relationships.
Who’s speaking and why it matters
The event opens with Sara Richter, CMO of SAP Engagement Cloud, sharing new findings from the SAP Engagement Index, a global study of 10,000 consumers and 4,800 senior decision-makers. But the real draw is the lineup that follows.
Mark Ritson, professor, founder of MiniMBA, and arguably the most no-nonsense voice in marketing today, delivers the keynote: “Trends Shaping Customer Experience: What’s Real, What’s Not, and What Matters Most Now.”
If you’ve followed Ritson’s work, you know what to expect: zero hype, sharp diagnosis and a clear-eyed take on how customer behavior is shifting faster than most brands realize. He’ll unpack why loyalty can no longer live in marketing alone and what leaders need to do about it.
From there, two more sessions bring the theory to life:
- Jutta Richter (head of 1:1 campaign management, BMW Group) tackles the question of influence in modern customer journeys, and how brands can show up with relevance when customers are already halfway to a decision.
- Daniele Tedesco (ecommerce global process owner, Essity) and Venky Naravulu (director of partner solutions, Sinch) join Ritson to share real-world lessons on modernizing engagement through AI and connected systems.
Across all sessions, the focus is on what’s working, what isn’t, and what to do about it.
As Ritson himself put it in contributing to the Engagement Index: “Engagement isn’t something one department can fix. Every team shapes the brand, and the real progress comes when they work from the same understanding of the customer.”
The backdrop: Why this conversation is urgent
This event isn’t happening in a…
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