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Teleguide for SAP Installed Base Customers

SAP Internal and Partner Use Only

This teleguide is designed to help shape conversations between Inside Sales Executives (ISEs) and the SAP
Installed Base, demonstrating how SAP S/4HANA can help them in their digital transformation journey.

It is targeted at the SAPs Installed base customers only. For Net New customers please refer to the
dedicated Net New Names teleguide.

The content in the teleguide is broken down by audience into Business and IT audiences. Please make sure
to pick the probing questions and value props that are relevant for the role of the person you are talking to.

How to use this guide:

Kick start the conversation describing the business context and value proposition of S/4HANA. Then quickly
uncover which value proposition resonates best with the person you are talking to.

Once you identify the value proposition use the corresponding probing questions to keep the conversation going.
The idea here is to judge based on the customers industry, role , responses, etc. which question(s) you think will
resonate with him/her. In some cases, you might find that asking one question is sufficient to get the conversation
going, in others you might need to probe further by asking more than one questions.

If the caller starts voicing objections then you can rely on the Objection Handling section to respond. These include
some of the most frequent asked questions along with how to respond to them.
Telesales Guide

Business Context
Theres a new sense of urgency - we are in the middle of a digital transformation and businesses need to face it
or get disrupted.

Enterprises today live in a digital economy. By the end of 2020, there will be 9 billion mobile
subscriptions worldwide (Ericson). The number of connected devices will increase nearly 30-fold
in just over a decade, growing from about 900m connected devices in 2009 to more than 26bn by
2020 (Gartner). The Internet of Things will create over $6 trillion in economic opportunities by
2025 (Mckinsey). Opportunities like this, driven by the ongoing digital transformation cannot be

Complexity stands in the way of digital transformation. From a business standpoint: 63% percent of executives
cite complexity as a primary issue in escalating costs and as an impediment to growth. The 200 biggest
companies in the world are losing over 10% of their annual profit because of complexity over $237 billion. From
an IT standpoint: 73% of executives identify complexity as biggest IT challenge (Forrester, 2013).

High levels of complexity are exacting a real, ongoing toll on businesses. In fact, four out of ten executives say
complexity slows growth, impedes their ability to respond quickly to competitive threats, and interferes with their
ability to make decisions quickly and effectively. Enterprises that can adapt quickly and reinvent their business
while keeping complexity at bay will be able to take advantage of the new opportunities and thrive in this new

SAP S/4HANA is a new business suite of applications designed to run simple in the digital
economy. Built on the advanced in-memory platform, SAP HANA, and designed using the most
modern user experience, SAP Fiori. SAP S/4HANA is a reimagined suite to reimagine business.

S/4HANA Value Proposition

Business Value
Reimagined Business Models. S/4 HANA makes it simple to connect to people, devices, and business
networks in real time to unlock the potential of the digital economy and deliver new experiences and value to
customers. The Internet of Things and Big Data become accessible to any business no more complex
business collaboration and interactions
Reimagined Business Decisions. S/4 HANA makes it simple to get any insight on any data from anywhere in
real time: planning, execution, prediction, and simulation are now all done on the fly at the highest level of
granularity to drive faster business impact no more complex data consolidation through Microsoft Excel
Reimagined Business Processes. S/4 HANA makes it simple to focus on the essential tasks in real-time and
gain flexibility and agility to change business processes as needed for new efficiencies no more extensive
batch processing

IT Value
Reimagined Data Model. S/4HANA shrinks your data footprint and your IT costs. It eliminates indices,
aggregates, and data redundancies. The SAP HANA platform blends transactional (OLTP) and analytical
(OLAP) processing into one system allowing enterprises to do real time business on live transactional data
Reimagined User Experience. S/4HANA comes with a personalized, responsive, and simple user experience
available on any device. The user experience is role-based and allows instant insight to action from
Reimagined Deployment. SAP S/4HANA can be deployed on-premise, in the cloud or as a hybrid of both
delivering full choice of deployment and faster time to value. Furthermore, guided configuration radically
simplifies the implementation so that customers enjoy rapid success and ROI
Telesales Guide

Asking Probing Questions to Business Audience

Business Value Probing Questions for Business Audience Follow-up questions

How long does it take for your company to take What do you think the
innovative product/services to the market? business impact would be
if you could do it faster and
Can your company react quickly and efficiently to ahead of the competition?
Reimagined Business new customer requirements such as Omni-channel
Models commerce? How are you planning to
leverage the digital
Is digital transformation creating competitive
threat for your company in your industry?
How do you plan to
What use cases could you envision in your
integrate and make use of
business to integrate internet of things and other
information coming in from
major technologies like industry 4.0 into your
devices, people and
business model?
business networks?

Reimagined Business Which business processes are complex and need Explain how these slow
Processes to be simplified in your company? and complex business
processes affect your
Which business processes are too slow because of business?
IT limitations in your company?
What do you think the
Are there IT limitations that are preventing you business impact will be if
from deploying new business processes or these processes were
changing existing ones? made real time or
How long does it take you to complete a process or
task that involves other companies within your Do you know that new
ecosystem (e.g. suppliers and partners)? How technology can address
easy is it to collaborate with 3rd party companies? these challenges?

Reimagined Business
Do you have access to real time information? and
make decisions on any device (e.g., Tablet, or

Do you have the ability to predict, recommend and

simulate the expected business outcome of a
particular business decision in real time? How do you think your
productivity and decision
How fast can you normally make demand and making capabilities will
supply related decisions? (e.g. how much materials improve if you had any of
you need to meet production plan) these capabilities?

Do you get automatic recommendations from your

applications that help you make business
decisions? (e.g. which suppliers can meet your
production time lines)
Telesales Guide

Do you have access to self-service analytics and


Do you have access to personalized dashboards

and user interfaces that are built specifically for
your role and how you do your job?

See next section below for IT audience

Telesales Guide

IT Value Probing Questions for IT Audience Follow-up questions

What is the size of your data footprint today? How Do you know that you can
fast is that data footprint growing? What strategies simplify your data footprint
do you have in place to deal with the growing by up to 10x and get rid of
amount of data from internal and external sources data redundancies with
(Big Data) S/4HANA?

Do you have separate systems for transactions

(OLTP) and Analytics (OLAP) in your data center?
Reimagined Data How much time, budget and resources do you Do you know you can run
Model spend maintaining these separate systems and OLTP and OLAP in one
doing ETL (Extract, Transform and Load)? system with S/4HANA
saving time, and money?
What issues do you currently have with data
fragmentation and data redundancy across your
Do you know that you can
How many instances of ERP, CRM and other consolidate and simplify
Enterprise Applications do you have in your your landscape with SAP
landscape? S/4HANA

How many point solutions do you have in your Do you know that you can
landscape for advanced analytics like predictive, do advanced analytics in
text, geospatial, and graph? one single platform?

Do you have plans to consolidate your systems?

Reimaged What is your preferred deployment option (On- Do you know that
Deployment premise, Cloud or Hybrid)? S/4HANA comes in cloud,
on premise and hybrid
What are your plans to move your enterprise allowing for easy
applications to the cloud? Which applications will integrations between
remain on premise if any? different deployments?

How do you plan to keep your on-premise solutions Do you know that
integrated with your cloud solutions (Hybrid)? S/4HANA comes with
automated guided
How do you plan on managing and configuring your configuration for the cloud
cloud solutions? editions?

Do you struggle with the integration of your

Telesales Guide

Reimagined User Do your business users have access to real time What impact do you think
Experience information? that will have on their
productivity and quality of
Can your business users access real time insights their decisions?
and make instant decisions on any device (e.g.,
Tablet, or Smartphone)?

Do your business users have access to self-service How much will that save
tools for analysis or reporting that dont require you in time, money and
them to burden IT with requests? resources? What kind of
business decisions will they
How many different screens do your business make with such tools?
users have to jump between before completing a
simple task? Do you have slow business processes
or transactions that take more than a few minutes
to run? How do you think that
impacts your business
users productivity?

Do you have slow queries and operational reports Do you know that
that take more than a few minutes to execute? S/4HANA delivers a role
based personalized user
Do your business users have the ability to predict, experience including the
recommend and simulate the business outcome of ability to do predictions
their decision without having to burden IT with and simulations?
Do you know that with
S/4HANA you get up to 7x
throughput and run these
transactions in real time

Do you know that with

S/4HANA you get up to
1800x faster reporting and

Countering Objections

Category Objection Response

SCOPE AND S/4HANA is still The SAP S/4HANA, on-premise edition is available for customers in all
AVAILABILITY not available today industries and regions. The SAP S/4HANA, cloud edition is also available as
OBJECTIONS announced at SAPPHIRE NOW event in Orlando on May 6th 2015.

The SAP S/4HANA, on-premise edition is designed for enterprises across

industries that need a deep and broad level of functionality combined with a
high degree of flexibility in customization.

The SAP S/4HANA, cloud edition is designed for enterprises that need a
standardized cloud offering primarily covering the core business scenarios of
an enterprise or specific business scenarios of lines of business in industries -
combined with a fast innovation cycle (quarterly).

In addition, the SAP S/4HANA editions offer the opportunity for customers to
deploy real hybrid scenarios - combining on-premise and cloud solutions - for
unprecedented IT flexibility and accelerated business innovation.

S/4HANA doesnt SAP S/4HANA, on-premise edition, supports current lines of business and
support my industries.
Telesales Guide
SAP S/4HANA, cloud edition, is planned to ultimately have a similar industry
coverage as the on-premise edition. For the first SAP S/4HANA, cloud
enterprise edition available today, the following industries are covered:
Financials Services, Professional Services, Chemicals, High-Tech, Consumer
Products, Wholesale, Industrial Machinery and Components, Higher
Education Life Sciences, Mining and Mill, Media, Public Sector, Sports &
Entertainment, Telecommunications, as well as Travel & Transportation.

Theres nothing With SAP Business Suite powered by SAP HANA, SAP was the only software
new in S/4HANA vendor in the market at that time to allow SAP Business Suite customers to
compared to SAP bring together transactions and analysis into a single in-memory platform.
Business Suite This innovation has been extremely successful in the market as 2,000+
powered by SAP customers (existing and new) acquired SAP Business Suite powered by SAP
HANA HANA in less than two years to run their business in real time, making it
one of the fastest-growing product in SAPs history.

With SAP Business Suite powered by SAP HANA, our product approach has
been to port the applications on the SAP HANA platform and optimize the
code to allow customers the ability to gain significant performance in their
mission-critical business processes and reporting activities, and by that, in
turn, also improve performance on relational databases. SAP HANA
represented a new database alternative for existing customers, with a simple
database migration required to drive the entire business in real time.

SAP S/4HANA is a new product. With SAP S/4HANA, we are building on the
success of the SAP Business Suite powered by SAP HANA with a completely
new and reimagined suite:
SAP S/4HANA is running on SAP HANA for massive simplifications
(simplified data model: no indexes, no aggregates, no redundancies) and
innovations (for example, open in-memory platform for advanced
applications predicting, recommending, and simulating)
SAP S/4HANA is natively designed with SAP Fiori UX, offering an
integrated user experience with modern usability and instant insight on
any device (role-based, three steps max to get the job done, mobile-first,
consistent experience across lines of business)
SAP S/4HANA is natively connected to the Internet of Things and
business networks for real-time collaboration (planned: machine-to-
machine, Ariba Network, Concur) in the networked economy
SAP S/4HANA is natively engineered for providing choice of deployment
(on premise, cloud and hybrid)
SAP S/4HANA is natively born for easy adoption (guided, configuration,
and easy onboarding, from the discovery of the solution through cloud
trials to deployment with preconfigured best practices)
In addition, SAP HANA Cloud Platform serves as open extension, agility layer
for SAP S/4HANA. The extensions built on the cloud platform can run against
either deployment of SAP S/4HANA: in the cloud and on premise.

TECHNOLOGY In-memory is not a Most prominent IT Analyst firms have all identified In-Memory as one of the
OBJECTIONS priority technology top trends shaping enterprise IT industry. In fact, according to Gartner In-
for my organization Memory Computing Is Racing Towards Mainstream Adoption.

For enterprises to embark on their digital transformation journey and start

leveraging Internet of Things and Industry 4.0 technologies they have to
transform and simplify their digital core. SAP S/4HANA is the only technology
that can do this. It blends transactions and analytics in a single platform and
removes data redundancies allowing enterprises to capture real-time insights
from any data source and work with large amounts of data. It also brings
together advanced analytics such as predictions, geospatial, text and graph
analytics in a single platform.
Telesales Guide

In-memory More than 2000 customers have chosen to run their core mission critical
columnar store transactions on SAP HANA including large deployment with 150, 000+ users.
technology is not This innovative approach allows IT to do real time operational reporting on live
mature for transactional data and at the same time reduce their data footprint and
transactional simplify their IT landscapes. Check out over 40 references here:
SAP HANA is an established technology with more then
I dont think in- 6,400 customers.
technology is 100,000 users on a single ERP on HANA system. SAP itself
properly has moved its internal ERP systems, based on its own code of
established course and supporting 67,000 end users, to run on top of the
HANA in-memory database.

SAP Business Suite powered by SAP HANA has enabled

hundreds of customers to run their businesses in real time by
bringing together business transactions and operational
analytics on one powerful in-memory computing platform.

S/4HANA doesnt SAP S/4HANA gives customers the option to leverage the HANA multi-
support multi- tenancy functionality as provided by the SAP HANA platform (currently
tenancy support package 9).

I have a large data SAP S/4HANA can achieve up to 10x data footprint reduction. This is because
footprint. It would only a single copy of the data is stored in memory in a columnar store and
be expensive to because we have gotten rid of all indices, aggregates and other data
store it all in redundancies. So your large data footprint will get significantly reduced when
memory you move to S/4HANA.

MIGRATION The migration to Moving to SAP S/4HANA for a typical existing SAP ERP 6.0 customer will
OBJECTIONS SAP S/4HANA will require a move to the latest enhancement package, followed by a database
be a very difficult migration from any DB to SAP HANA combined with the deployment of the
journey exchange innovation (new code). From an execution perspective, these steps
can be executed in sequence or as a combined step.

Moving to SAP S/4HANA for an existing SAP Business Suite powered by SAP
HANA customer is even faster as only the deployment of the exchange
innovation (new code) is required.

Both journeys are well proven in the market with several hundred of live SAP
Business Suite powered by SAP HANA customers as well as SAP Simple
Finance live customers.

Migration to For the on-premise version, SAP Business Suite customers need to purchase
S/4HANA will be the SAP S/4HANA foundation-promotion license to run the new SAP
very costly S/4HANA code line.

SAP is offering the following promotion until the end of Q3/2015:

Existing SAP Business Suite customers have to procure the SAP
HANA runtime license for SAP Business Suite (@15% HSAV = SAP
HANA Software Application Value) and will get the SAP S/4HANA
foundation-promotion license at no additional cost.

Existing SAP Business Suite powered by SAP HANA customers with a

valid SAP HANA limited runtime license for SAP Business Suite
(LREA) are eligible for the SAP S/4HANA foundation-promotion
license without additional cost.
Telesales Guide
For the cloud, the pricing model is subscription-based. Please contact your
local sales representative for more information.

Im a large You dont have to implement S/4HANA in a big bang approach. You can start
enterprise with a with one system or one subsidiary and then expand from there. S/4HANA
complex landscape leverages the same data semantic as the previous version of the SAP
and S/4HANA Business Suite and therefore you can run a hybrid environment of S/4HANA
would be a large and SAP Business Suite on legacy database in your landscape.
undertaking. Im
concerned about
the journey
The move to SAP S/4HANA is a great opportunity to validate the existing
What happens to
my modifications modifications and simplify your solution. It has not been unusual for
and customers to realize that 50% of the modifications that hamper fast release
customizations cycles and require long test cycles were no longer necessary to run the
when I move to business.
When moving to SAP S/4HANA, customers can leverage the SAP HANA
Cloud Platform to manage their extensions. In fact, standard field extensions
can directly be done within the SAP Fiori UX while SAP HANA Cloud Platform
can be leveraged for more significant developments.
In general, the SAP HANA extension framework uses SAP HANA as the
common platform for SAP S/4HANA and offers additional choices - such as
for example the integration of open source solutions. The extension
framework has the advantage to isolate modifications from the core and drive
agility for the on-premise deployment and safeguard agility for cloud
deployments. This means that rather than modifying the core code,
enhancements are put in a safe environment so that innovation packages
can be easily applied. The core SAP S/4HANA system remains clean and
can be quickly and easily updated when new innovations are added in just
the same way that consumer mobile apps are updated on a regular basis.

There are no SAP has an established partner ecosystem (value-added retailers and
qualified partners systems integrators) that is ready to resell and service SAP S/4HANA for our
that can support joint existing and new customers to implement future innovations. More than
me during the 50% of the SAP Business Suite powered by SAP HANA projects were
journey managed by partners.

Partners and SAP will support customers in their journey with predefined
migration, system conversion in the cloud, and deployment packages for
quicker time to value. Companies of all sizes will benefit from the high-quality
service and reseller capabilities our partners provide.

I dont want to use All SAP S/4HANA innovations are intended to be delivered with SAP Fiori UX
the new Fiori providing the same experience on all devices. However, a customer using SAP
interface. My users S/4HANA, on-premise edition is planned to still be able to consume the
are accustomed to traditional user interfaces.
the old interface
Telesales Guide

We are SAP S/4HANA comes in 2 editions: On premise, and Cloud, offering

transitioning to the customers choice of deployment. S/4HANA can also be deployed in a hybrid
cloud. We dont approach.
want to invest any
more in on premise

VALUE Why should I move If you are about to start a new digital transformation project, refresh your
PROPOSITION now? Whats the platform or upgrade then now is a perfect time to consider the simplifications
OBJECTIONS urgency? and innovations in SAP S/4HANA and take advantage of the ongoing
S/4HANA foundation promotion.

The faster you embark on the digital transformation journey with S/4HANA
the faster you can transform your business and start leveraging new trends
such as Internet of things, Big Data, Connection to Business Networks,
industry 4.0 trends and much more.

I dont see SAP S/4HANA creates unique opportunities to reinvent business models and
business value for drive new revenues and profits. First, enterprises can now easily connect to
S/4HANA people, devices, and business networks to deliver new value to their
customers on any channel the Internet of Things and Big Data become
accessible to any business. Second, enterprises can dramatically simplify
their processes, drive them in real time and change them as needed to gain
new efficiencies no more batch processing is required. And finally, business
users can now get any insight on any data from anywhere in real-time:
planning, execution, prediction, and simulation decisions may be made on
the fly with a high level of granularity for faster business impact.

I dont see IT value SAP S/4HANA creates unique opportunities to simplify the IT landscape and
for SAP S/4HANA help reduce total cost of ownership (TCO). . First, enterprises can now reduce
their data footprint and work with larger data sets in one system (for example,
ERP, CRM, SRM, SCM, PLM co-deployed) to save hardware costs, operational
costs, and time. Second, innovation is also made simple with an open
platform (SAP HANA Cloud Platform) to drive advanced applications for
example, predicting, recommending, and simulating while protecting
existing investments. Third, business users can leverage a simple and role-
based user experience based on modern design principles which minimizes
training efforts while increases productivity. We also support customers with
simple configuration: setting up the system and during its use. And finally,
enterprises get choice of deployment: cloud, on premise, and even hybrid to
drive quick time-to-value.

SAP has Yes. SAP remains committed to protect our customers investments. We
announced that recently announced that we are extending our maintenance commitment
they will continue until at least 2025. This is an unprecedented commitment to customers in the
to support Sap IT industry. We will also continue to deliver innovations without disruption
Business Suite on (through enhancement packages for example) to SAP Business Suite
legacy database till customers on any DB and on SAP HANA.
2025. Therefor I
dont need to However, transformational business and IT simplifications require a
move. transformational platform and this is why as of today SAP S/4HANA runs
only on SAP HANA. It is the logical next step for our installed base customers
and the biggest step forward for 10+ years with full compatibility with SAP
ERP 6.0.
Telesales Guide

I havent seen 10x data footprint reduction

concrete IT 7x increased throughput
benefits for 1800x increased analytics and reporting
S/4HANA 4x less process steps

There are no The following are references for SAP Simple Finance the first simplification
references for delivered in S/4HANA:
La Trobe University in Australia
Our students live in a technological era, and we must provide a consistent
environment so that their learning life and their social life can seamlessly
blend. Our teaching staff and researchers must also have administrative
overhead lifted from them so they can concentrate on their core activities. As
an example, with SAP Simple Finance, our finance organization will be able to
focus on the most essential tasks and get the job done in real time. John
Dewar, President & Vice Chancellor

Deloitte Consulting
Deloitte has been collaborating with SAP on the next-generation finance
solutions, and we have significant experience with SAP HANA as we use it
within our own financial systems. The role of the CFO and the CFOs team
continues to evolve, and this new wave of innovation will allow finance
professionals to access information in new ways, enabled by the speed and
power of SAP HANA. This will help to drive ongoing finance transformation as
we see it at Deloitte.
Jan Waals, Principal and Global SAP Practice Leader Deloitte Consulting LLP

UNIORG Consulting GmbH

By laying the foundation to fully reap the benefits from SAP HANA, we
expect major efficiency gains in finance and controlling because we can now
immediately see the impact of each transaction in reporting and analysis.
Thomas Weber, Managing Director,

40 SAP Business Suite powered by SAP HANA references

In addition, you will find more than 40 reference stories across multiple
industries for customers that are running their SAP Business Suite on SAP
HANA today in this eBook:

There is no online A free 14-day cloud edition trial system is available to help you experience the
trial for S/4HANA value of simplicity across key business scenarios: project manager scenario,
cash manager scenario, general ledger accountant scenario, accounts
receivable accountant scenario, accounts payable accountant scenario.

You can access the trial on:

Where do I find Main landing page :

more information?

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