How NBA Player Analytics Opened Up A Whole New Business For SAP
Once the analytics giant learned how to talk to franchise owners, suddenly a long tail of SMB analytics customers appeared out of nowhere.
When SAP launched their sports analytics division in 2013, they never dreamed that it would end up creating a whole new adjacent business: small business analytics. That's right: SAP's work with the NBA taught them how to sell into mom-and-pop businesses, a market they had previously never touched.
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