SAP’s message to Oracle during its 2012 earnings webcast was “We will bury you.” OK, so executives did not say that. It was more like “We are burying you” after the third or fourth time that co-CEO Bill McDermott said that the company was outgrowing its largest competitor. And to make sure the message was clear, McDermott said that “Just so there will be no doubt, I am talking about Oracle when I am talking about largest competitor.”