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 medium-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 its partners to expand the eco-system by developing out-come driven models to mid-size businesses.
SAP is positioning itself as the go-to provider for businesses that are scaling fast and need flexibility. With offerings like RISE with SAP, Grow with SAP, 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 what leading partners are doing to get the most out of their funding.
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.
We’ll be closely following the LATAM market, so keep an eye out for future blogs where we’ll dive deeper into new opportunities, trends, and strategies for success in the region.
Partner-led Model in North America
Another element of SAP’s strategic growth plans for 2025 is expanding its partner-led model to North America as part of its broader growth strategy. This shift is focused on accounts ranging between $100M and $500M in revenue. Sales and implementation responsibilities will increasingly be shared with partners.
By empowering partners to take a leading role in customer engagement, SAP is creating a more scalable, collaborative approach to serving midmarket and upper midmarket businesses.
This strategy not only accelerates go-to-market efforts but also strengthens the overall ecosystem by positioning partners as trusted advisors and key drivers of customer success.
You’ve adapted to mid-market opportunities, now what?
What are the next steps to navigating the mid-market? The mid-market is diverse and fragmented so identifying and engaging the right buyers is crucial.
This is where strategic collaboration with demand generation 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, there’s never been a better time to align your business with SAP’s trajectory.
Expanding into the mid-market with industry-specific offerings provides vast opportunities.
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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