In 2007, Skullcandy, the number-two headphone manufacturer and developer of core audio products for the surf, skate, and snow markets in the United States, was looking for a major retail partner to take it to the next level. Little did the company know that three of the country’s largest retail chains would all want to jump in with Skullcandy at once. To take advantage of the huge growth opportunity afforded by partnering with these retailers, Skullcandy needed to improve the control of its supply chain and develop a comprehensive partner management system. Being a small, young company with employees who regularly skateboard around the office, Skullcandy was initially reticent about collaborating with a technology provider as large as SAP. But the scalability and out-of-the-box functionality offered by SAP helped the niche manufacturer to achieve its ambitions. Now, Skullcandy is quickly moving ahead to becoming a process-driven business.