Peter Spielvogel is Senior Director of Product Marketing for the SAP Imagineering team. He works with SAP customers to explore disruptive technologies, business models, and market opportunities across cloud computing, mobility, big data, and user experience - and productize these ideas. Peter is leading the go-to-market activities for SAP Screen Personas, a solution that allows customers to drive productivity through personalization. He brings more than 20 years of experience in marketing, product management, sales, and software development to this role. Peter joined SAP in 2011 from HP, where he led global product marketing for a global product marketing team for data center and cloud management software. Prior to that, he held executive-level marketing roles at several high-tech startup companies. In 2012, Peter co-authored a book on how to use social media for business-to-business marketing (www.b2bsocialmediamarketingbook.com).