SAP CRM 2007 Overview - Marketing

Stephane Colin – Solution Architect SAP CRM October 2008

Content

1.Introduction to SAP CRM Marketing 2.Demo 3. Wrap-up

© SAP 2007 / Page 2

Marketing Environment

Budgets are being cut
Marketing must do more with less: smaller budgets and fewer resources

Increase efficiency

CEOs are demanding more
Marketers are called to play a more strategic role in building business and thus deliver greater results

Increase effectiveness

The bottom line: increasing accountability

Increased Accountability Drives Marketing to Improve Marketing efficiency Focus on operational excellence Productivity gains and cost reductions Marketing effectiveness Focus on customer conversions Build long-term customer relationships Deliver on results with fewer resources React quickly to dynamic market conditions Understand marketing spend and its effectiveness Integrated enterprise marketing processes Drive customer demand Identify and grow highvalue customers Connect with target customers Improve sales and marketing coordination Increase customer loyalty .

A Typical Marketing Organization – The Reality Activities of the marketing organization Business Planning Marketing Strategy Market Research Product Marketing / Brand Strategy Pricing Strategy Program Planning Marketing Plan Budgets & Funds Marketing Mix Modeling Advertising Consumer Campaigns Inbound Marketing Co-Marketing with Partners DOC Call center and Web shop: point solutions Sales force XL S Manual consolidation across multiple systems and data sources Assets from agency Point solution for campaign mgt Call center: point solution PPT XL S XL S PDF PPT XL S Customer insight stored in the heads of sales staff Tool support PPT DOC ERP B2B Lead Generation Analytics and Reporting XL S PPT .

low efficiency Low customer ERP visibility Low effectiveness Low accountability PPT PPT DOC XL S XL S B2B Lead Generation Analytics and Reporting XL S PPT .A Typical Marketing Organization – The Reality Activities of the marketing organization Business Planning Marketing Strategy Market Research Product Marketing / Brand Strategy Pricing Strategy Program Planning Marketing Plan Budgets & Funds Marketing Mix Modeling Advertising Consumer Campaigns Inbound Marketing Co-Marketing with Partners DOC XL S PDF PPT High level of manual consolidation High cost.

The SAP CRM Solution CUSTOMER Mobile MARKTING Web Channel Interaction Center Partner Channel SERVICE SALES ANALYTICS End-to-end. Industryspecific Processes Powered by SAP NetWeaver® © SAP 2007 / Page 7 .

Trade Promotions Plan Budget and costs Target Execute Lead qualification Couponing Dialog marketing Lead distribution Retail Execution Marketing analytics Predictive analytics Measurement and reporting Customer Forecasting Analyze analytics and planning Optimization and refinement Product analytics .Marketing Capability in mySAP CRM – Building Blocks Customer Direct mail Call center Web and e-mail Field sales Partners Branches or stores POS and ATMs Wireless Marketing capabilities in my SAP CRM Mkt. resource management Strategy and planning Segment and list management External list import Segments and list mgmt. Marketing attributes Campaign management Multichannel execution E-marketing Lead management Lead generation Trade promotion management Business Planning & Perf Mgmt.

Content 1.Introduction to SAP CRM Marketing 2. Wrap-up © SAP 2007 / Page 9 .Demo 3.

SAP CRM Marketing Management – The process Plan Analyze Target Execute © SAP 2007 / Page 10 .

Plan Plan © SAP 2007 / Page 11 .SAP CRM Marketing .

SAP CRM Marketing .Plan Plan Marketing Calendar Marketing Planning and Budgeting •Single View of the Marketing activities •Integration with SAP Business Suite •Email and survey templates © SAP 2007 / Page 12 .

Target Plan Target © SAP 2007 / Page 13 .SAP CRM Marketing .

Target Plan Data sources Segment builder External list management Target Multiple Data Sources Visual Segmentation Tool Import external data © SAP 2007 / Page 14 .SAP CRM Marketing .

Execute Plan Target Execute © SAP 2007 / Page 15 .SAP CRM Marketing .

SAP CRM Marketing .Execute Plan Campaign management Campaign automation Campaign execution Channels Lead management Target Multichannel automate Campaigns Different execution channels Lead generation based on campaigns Execute © SAP 2007 / Page 16 .

Analyze Plan Analyze Target Execute © SAP 2007 / Page 17 .SAP CRM Marketing .

Analyze •Marketing Optimization and Refinement •Marketing Plan Analysis •Campaign Monitoring and Success Analysis •Lead Analysis •External List Analysis Plan Analyze Target Analysis of marketing process Check effectiveness of campaigns Adjust marketing plan accordingly Execute © SAP 2007 / Page 18 .SAP CRM Marketing .

Wrap Up © SAP 2007 / Page 19 .CRM Marketing – Features and Functions 3.Overview 2.Content 1.

Questions ? .

sap.com/crm SAP Public Web http://www.sdn.sap.Help Portal http://help.com/crm © SAP 2007 / Page 21 .Further information SAP CRM – BPX community page https://www.sap.com/irj/sdn/bpx-crm SAP CRM .

Colin@sap.sap.Dank U – Merci – Thank you Stephane Colin SAP CRM Solution Architect Chée de La Hulpe 166 Terhulpsesteenweg Bruxelles 1170 Brussel T +32 (0)2 6746 570 M +32 (0)486 136 570 E stephane.com/belux © SAP 2007 / Page 22 .com http://www.

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Marketing Planning and Budgeting Enabling a holistic. disciplined approach to planning and budgeting Incorporate goals and targets into marketing planning Flexible key figure definition with sample content delivered Top-down planning functionality leveraging BW BPS Integrated with financials Improved visibility Marketing Plan Trade Marketing Consumer Marketing national international national international Region 1 Region n Region 1 Region n Media Television Print Radio Campaign Where When Who .

developing and implementing marketing activities Measure the marketing effectiveness by knowing the total and accurate marketing spend and revenue numbers Gain control of all marketing activities using a single marketing platform .Marketing Resource Management – Benefits Increase marketing success by optimizing the marketing plan based on accurate data and analytic techniques Increase speed to market by streamline processes for planning.

List Management in CRM Web UI .

Staging Area Details Area Locator Area History Area .Segmentation in CRM Web UI Easy to use to create profiles and target groups ….

Lead Management in CRM Web UI .

Tactic and further details .Campaign Management in CRM Web UI Campaign Development – Define Campaign Type.

Campaign Management in CRM Web UI – Campaign Automation Multi-Wave Dialogue – Automated Follow-Up based on rules and responses .

Campaign Execution Channels Customer Direct mail Call center Web and e-mail Field sales Partners Branches or stores POS and ATMs Wireless Personalized communication across all direct mail interaction channels Email Direct mail External Agency Interaction Center / Telemarketing Field Web Shop / Inbound SMS Fax … .

Examples of Marketing Analytics in CRM Web UI Marketing Cost Analysis Marketing Performance Dashboard Marketing Lead Analysis .

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