Anita Gibbings

Sharpshooter
DISC Type : DC

Vice President Demand Generation & Performance Marketing (North America) at SAP

Toronto, Ontario, Canada

Overview

A Fractional GTM Leader for B2B SaaS companies, Anita Gibbings leverages her 18 years of experience at SAP to help firms scale from $10M to $100M. Holding an MBA from IESE Business School, she is described by colleagues as a "remarkable, " "driven, " and "resilient" leader who excels in marketing and team management.

Anita is a recognized thought leader in her field, having appeared on podcasts like "The FINITE Podcast" to share her expertise on building the B2B marketing teams of the future.

During her time at SAP, she drove the creation of a content measurement framework that yielded over $80 million in identified savings through enhanced strategy and analytics.

Personality Overview

Thorough Evaluator

Fast But Analytical

ROI Driven

More than the product, they care about the impact of the product.  They like to move fast and expect the same from others. They prefer to be the ones controlling the conversation or defining the terms.

Topics They Care About

GTM Strategy
Currently serves as a Fractional Go-To-Market Operator, focusing on helping B2B SaaS companies navigate complex growth stages and scale their market approach.
Future of Marketing
As a guest on The FINITE Podcast, she shared her vision for building the B2B marketing team of the future, highlighting necessary skills and adaptations.
Sales & Marketing Alignment
Emphasizes the need to align sales and marketing to build trust and drive growth, addressing the common friction point where marketing dashboards are 'green' but sales numbers are 'red'.

Media Appearances

Anita has no verified media appearances

Work History

6-2023 - 5-2025
Vice President Demand Generation & Performance Marketing (North America) at SAP
3-2021 - 6-2023
Head of Head of GTM Strategy, Demand Generation & Sales Enablement at SAP
9-2020 - 2-2021
Executive Fellow, Marketing Performance & Insights at SAP
4-2017 - 3-2021
Senior Director, Marketing Strategy & Transformation (Office of the CMO) at SAP
1-2017 - 5-2017
Director, Strategic Account Marketing (ABM) – Enterprise Sales (Fellowship) at SAP

Education

Master of Business Administration (MBA) from IESE Business School
2019 - 2019
Certified Digital Marketing Professional from Digital Marketing Institute

More Information

Social Presence :

Prographics :

Exp : 23 Location : Toronto, Ontario, Canada Job Level : N/A Designation : Vice President Demand Generation & Performance Marketing (North America) at SAP
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Insights For Selling To Anita

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Make sure that you circle back fast on any action items, it wins their trust
  • Be respectful but crisp

DONT's

  • Do not spend too much time focusing on product tech or features
  • Do not back off when challenged, respond with a confident, objective answer instead
  • Avoid being too verbose

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anita is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Anita

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Anita move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Anita take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Anita

Personality Compatibility


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