Pros to Know: Coupa's Paul Webb Details Integrated Scenario Planning Framework

Paul Webb serves as global supply chain industry principal for Coupa, tasked with driving strategic executive engagements and positioning Coupa’s supply chain solutions as transformative business enablers. He works directly with C-suite and VP+ stakeholders, offering a forward-thinking, outside-in perspective during sales pursuits and engagements. A key part of his job is shaping the customer vision by co-creating impactful solution approaches and demonstration strategies with pursuit teams, guiding customer thinking while aligning their vision to Coupa’s value proposition. He also enables sales success by partnering with and coaching sales and pre-sales teams, ensuring that the discovery process and ongoing engagements stay aligned with the customer’s business priorities and goals. Additionally, he focuses on driving value expansion opportunities by collaborating with Coupa’s senior leadership and value services teams to identify and develop account growth initiatives that emphasize measurable business outcomes. 

One of Webb's standout accomplishments from the past 12 months is the establishment of the Integrated Scenario Planning (ISP) Framework, a transformative approach leveraging supply chain digital twin technology and AI to accelerate the sales and operations planning (S&OP) process. Since joining the Coupa team in April 2024, Webb has actively contributed to over 50 customer, prospect, and analyst-facing engagements; helped to align customer business priorities with Coupa’s value proposition; and collaborated closely with Coupa’s product and marketing teams to refine and align core capability messaging. 

Over the next 12 months, Webb maintains a clear vision for advancing Coupa’s supply chain capabilities and driving even greater impact for customers and the industry. A key focus will be working closely with early adopters to establish and refine the ISP framework. By leveraging AI in conjunction with this framework, he aims to accelerate executive decision forums such as S&OP, helping organizations achieve faster, more informed decision-making. In addition, he will be launching a five-part Margin Multiplier series, which will highlight best practices and real-world customer case studies for supply chain scenario planning and optimization for organizations seeking to maximize efficiency, sustainability, productivity, growth, and resilience within their supply chains. 

We talked exclusively with Webb about driving forward-thinking throughout the company, launching margin multipliers and what it takes to implement an integrated scenario planning framework.

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