The theme of SAP’s (NYSE: SAP) 2018 Global Partner Summit was “partnership with purpose,” with the vendor asserting that its partners should be purpose-driven organizations, doing good for their customers, a strategy that will result in positive business results. SAP not only encouraged its partners to act with purpose but is acting on this decree internally. In the last year, SAP has brought on a new chief marketing officer, Alicia Tillman, who used her time on the keynote stage to clearly state and reaffirm SAP’s own purpose, vision and brand narrative. Tillman admitted that SAP’s conveyance of its corporate vision has been inconsistent over the years, despite the vision itself remaining consistent. That vision is now clearly messaged: “The best-run businesses help the world run better.” SAP even changed its tagline from “Run Simple” to “The Best Run.” The vision is meant to convey that technology, specifically software in SAP’s case, is more than just lines of code that run business processes; technology spurs innovation that can have a positive impact on the environment, humanity, the economy and social issues.