When SAP plugged in back-to-back developer/user conferences, the strategy saved a bundle, but the event team had to do the L.A. hustle. We didn't want to do this," says T. Christopher Burton, marketing director for SAP America, the U.S. unit of German enterprise planning software giant SAP.
"We really didn't want to do this," agrees Norman Aamodt, SAP America events director.
"This" is major back-to-back events. This year SAP's Tech Ed Conference, a four-day developer conferen