SAP has long been at the forefront of enterprise digital operations, with SAP S/4HANA serving as the backbone of its intelligent ERP strategy. Over the years, SAP introduced RISE with SAP and GROW with SAP to accelerate cloud adoption. Now, SAP is refining its Go-To-Market (GTM) strategy once again, shifting toward a more modular and flexible SAP Business Suite.
But what does this shift mean for your business? If you’re already an SAP ERP customer or considering SAP solutions for your transformation, understanding this evolution is crucial for aligning your technology investments with your business goals. Let’s break it down.
The foundational landscape
SAP S/4HANA: SAP S/4HANA has been the flagship intelligent ERP designed to power real-time business processes. Traditionally, SAP S/4HANA was offered in multiple deployment models – on-premise, private cloud (single tenant), and public cloud (SaaS).
RISE with SAP: Launched in 2021, RISE with SAP introduced «Business Transformation as a Service.» It packaged SAP S/4HANA Cloud Private Edition, infrastructure, technical services, and business process intelligence into a single contract. By streamlining vendor management and navigating customers toward subscription licensing, RISE with SAP simplified cloud adoption for established businesses.
GROW with SAP: Targeting mid-market and net-new customers, GROW with SAP offered a rapid-deployment version of SAP S/4HANA Cloud Public Edition. With pre-configured solutions, best practices, and low-code tools, it enabled companies to get started quickly and realize value faster.
These solutions played pivotal roles in transforming enterprises, setting the stage for SAP’s next chapter.
The transitions to SAP Business Suite
The SAP Business Suite: In early 2025, SAP introduced the SAP Business Suite. The business suite is now centered around SAP Business Data Cloud (BDC) and represents the next step in SAP’s cloud ERP and Business AI journey. The unified framework integrates advanced AI, data management, and automation capabilities to deliver scalable, modular, and interoperable solutions for enterprise needs.

To support the launch of the SAP Business Suite, SAP is revising commercial offerings. The first set of announcements will apply to the Business Suite with SAP Cloud ERP (Public). Upcoming announcements for SAP Business Suite with SAP Cloud ERP Private (Private) are anticipated.
These changes will provide customer benefits in the following areas:
- Unified framework for transparent pricing and simplified entitlements.
- Modular solutions tailored for core enterprise functions like finance, HR, and supply chain.
- Integrated AI capabilities via SAP Joule, enabling advanced insights and decision-making processes.
- Transparent pricing with a per-user-per-month (PUPM) structure for cost predictability.
A modular SAP Business Suite
SAP has reimagined its GTM strategy, moving away from «one-size-fits-all» and introducing the SAP Business Suite. This cloud-first, modular approach builds on the functionality of SAP Cloud ERP while allowing businesses to adopt components at their own pace.
Key focus areas include:
- Enhanced cloud applications: Industry-specific ERP solutions and Line of Business (LOB) applications.
- Unmatched analytics: Advanced data insights powered by cutting-edge business intelligence tools.
- Business AI: Embedded AI applications, like SAP Joule, transform how businesses operate by integrating automation and predictive insights seamlessly.
- Flexibility: The modular design enables enterprises to start small and gradually scale or customize to meet evolving needs.

Rebranding the ERP solutions
In an effort to simplify messaging and product offerings, SAP has rebranded their core ERP offerings. The following changes will be introduced:
- SAP S/4HANA Cloud Public Edition → SAP Cloud ERP
- SAP S/4HANA Cloud Private Edition → SAP Cloud ERP Private
- Note that SAP has dropped the S/4HANA name in the cloud offerings.
Repositioning RISE and GROW as customer journeys
- RISE with SAP and GROW with SAP are no longer considered products but are now defined as customer journeys.
- GROW with SAP is the Customer Journey for Net New customers moving to the SAP Business Suite with SAP Cloud ERP (Public / SaaS)
- RISE with SAP is the Customer Journey for customers currently running SAP ERP (ECC, S/4HANA) and moving to the SAP Business Suite.
What should you do next?
Whether your business is a long-time SAP customer or new to enterprise solutions, SAP’s redefined GTM strategy offers improved flexibility, lower risks, and faster results.
- Existing customers: Explore modular modernization to make incremental progress without disruptions.
- New customers: Start with tailored solutions for rapid deployment and future scalability.
- All businesses should capitalize on SAP Business Technology Platform (SAP BTP) for innovation and industry clouds for sector-specific transformations.
If you’re ready to map your modernization strategy or need expert guidance, reach out to NTT DATA Business Solutions today. Let’s create a roadmap for your business to thrive in this era of enterprise innovation.
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