SAP’s strategic growth plans in the mid-market have been clearly laid out for 2025. But what does this mean for you as a partner? And how can you align your strategy to grow alongside?
At the 2025 Partner Summit, Christian Klein and SAP told us their key priorities that are shaping the year ahead with a focus on mid-market opportunities, localised strategies, and partner empowerment.
Here at TIE, we can see opportunities for partners to tap into new markets whilst gaining strategic support and scaling sustainably.
In this blog, we’ll break down SAP’s strategic growth plans in the mid-market and how you can ride this wave of opportunity as a partner.
Mid-market momentum
In 2025, we can see SAP’s plans to gravitate their focus towards Mid-market. It’s clear to us that SAP is responding to a growth in demand for scalable cloud-based solutions in small to mid-sized businesses.
As digital transformation becomes a priority across all business sizes, mid-market companies are seeking tools that deliver enterprise-grade functionality without the complexity or cost of traditional implementations. This will allow SAP and partners space to expand the eco-system by tailoring out-come driven models to mid-size businesses which will meet them where they are.
SAP is positioning itself as the go-to provider for businesses that are scaling fast and need flexibility. With offerings like RISE with SAP, S/4HANA Cloud Public Edition, Business Technology Platform (BTP) Sap is offering a clear edge by adapting to mid-market solutions.
SAP is also doubling down on partner enablement for this segment, offering support through tools, incentives and programs aimed at accelerating go-to-market strategies. If you want to read more about this, check out our blog where we discuss how top performing partners are leveraging the help available from SAP.
SAP’s Mid-market growth is exploding in Latin America (LATAM)
Last year SAP closed 120 deals and 40% of those were with SAP B1 in LATAM. SAP are implementing a territory-based model in LATAM where they are offering targeted support in areas such as implementation, marketing and demand generation.
This growth is happening because Latin America has a booming Mid-market business sector with thousands of mid-sized companies looking to progress in their ERP journey and undergo digital transformation.
With companies looking to move towards scalable but affordable solutions, partners can help with tailored support that is flexible to meet their needs within a suitable budget.
Governments across LATAM are also transitioning and pushing economic modernisation like digital tax systems or e-invoicing, for example. This is a perfect opportunity for SAP and partners to offer great value with your products.
We can see there’s been a huge shift towards Cloud ERP adoption within LATAM thanks to RISE with SAP. This means partners can support this transition offering services that will help cloud migration, implementation and other support services.
Cloud ERP adoption is mature and saturated in EMEA and North American markets but in LATAM it’s still developing.
Getting established in the foundations of LATAMs economic digitalisation journey will allow for long-term client relationships for partners and form strong regional presence for your company and products.
Not only is there more opportunity for growth, but SAP are also investing heavily in LATAM enablement so there will be strong ecosystem support for partners such as:
- Training programs
- Partner incentives
- Localised resources
You’ve adapted to mid-market opportunities, now what?
What are the next steps to navigating the LATAM mid-market? It’s diverse and fragmented so identifying and engaging the right buyers is crucial.
This is where strategic collaboration with lead generation agencies and digital marketing agencies could come in. Agencies bring specific expertise and experience in the region to develop high-impact buyer-focused messaging with measurable ROI, this could be through awareness building content or funnel lead generation. This also helps tailor your value proposition to local industries, languages and buying behaviours, which significantly improves engagement and conversion rates.
Ready to grow in 2025?
SAP’s strategic growth plans in the mid-market are clear, it’s all about scalable growth, and the mid-market is at the heart of it.
With SAP focusing on flexible cloud-first solutions, and new regional strategies, particularly in Latin America, there’s never been a better time to align your business with SAP’s trajectory.
Whether you’re expanding into the mid-market with industry-specific offerings or tapping into LATAM’s fast-growing digital economy, the opportunities are vast.
Here at TIE, we help SAP partners like you capture these moments from strategic campaign execution using development funds to full-funnel lead generation in new markets.
The message is simple: 2025 is the year to grow smarter, go faster, and scale further with SAP.
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