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Table of Contents

Project Team - RACI Matrix

Martech Operations Team - Recommendations
Conclusion

Related Services

 Project and Operations Guidance

 Project and Operations Review
 Model Company (info sheet)

Contributors

Andrew Simon

Article Tags

Project Management SAP Marketing Cloud Project Frameworks

Last Updated: Jul 19, 2019

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Recommended Staffing for SAP Marketing Cloud

Overview

Recommended Staffing for SAP Marketing Cloud

SAP Marketing Cloud’s recommended project delivery framework is based on SAP Activate which leverages progressive elaboration,
iterations, and phased delivery techniques to build the solution. SAP Marketing Cloud implementation projects, like all technology projects,
rely on having a team of skilled and knowledgeable people with the right attitude to be successful. This guide will help you to build that
team.

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Table of Contents
Project Team - RACI Matrix

Description of RACI Roles
Martech Operations Team - Recommendations 
Conclusion
Recommended Project Roles

Below is an overview of the various roles which make up your implementation team. Some of the roles, especially those which require
particular skills, knowledge or experience levels which are not available within your organization, may be sourced from an external party
such as one of SAP's implementation partners or SAP Customer Experience Services. Further, the role titles vary by company and may not
map neatly to your teams; some roles may be taken on by one or more people in the team, and some team members may hold several
roles. Please keep in mind that this is not an exhaustive list, and there are many factors which can affect the team structure of your project.

Role Typical Responsibility Typical Sourcing Strategy

Project Sponsor Is the project owner and business champion Internal team
Is the escalation contact
Determines the objectives and success criteria
Controls the overall budget and schedule
Ultimately approves any critical decisions and go/no-go
Provides strategic direction
Chairs the steering committee meetings

Project Lead Manages resources, schedules, objectives, goals and Internal team,
overall project maintenance complimented with
Manages budget and staffing Partner/SAP project lead
Manages scope in alignment with the statement of work
Allocates the appropriate subject matter experts for the key
roles on the project
Ensures that Quality Assurance and training activities are on
track
Is responsible for reporting and time tracking
Is the first-level escalation point
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Reports to the steering committee
Manages the change management process

Marketing Technology Integrates the solution with other entities by leveraging SAP Cloud Partner/SAP, with internal
Consultant Platform Integration (SCPI), all available inbound and outbound team member ramp-up
APIs and SAP recommended practices plan 
Is responsible for optimal usage and configuration of SAP
Marketing Cloud Profiles including APIs.
Creates and adapts iFlows
 Is responsible for the enhancement of SAP Marketing Cloud's data
model
Verifies that the technical configuration of SAP Marketing Cloud is
in line with the agreed architecture
Implements Business Add-Ins (BADIs) using simplified ABAP
(Advanced Business Application Programming)
Is responsible for configuring the SCPI Adaptor for Data Loads
Supports the configuration of the enhancements using the Cloud
Extensibility Tool
Acts as steward for marketing data
Serves as the technical lead for the project team

Marketing Analytics Supports the team in gathering the correct business requirements Partner/SAP, with internal
Consultant to build the necessary reporting models team member ramp-up
Is responsible for test reporting and solution validation plan
Provides knowledge transfer of Analytics Cloud capabilities
Is responsible for building reporting views and stories against the
reporting project scope
Is responsible for unit test support

Marketing Business Is responsible for gathering customer requirements, scoping, Partner/SAP, with internal
Consultant solution validation, assisting with testing, cutover, and go-live team member ramp-up
support plan.
Sets up a fully functional quality (Q) system to deliver the agreed
scope through system configuration, for example:
Segmentation
Contacts
Accounts
Segmentation
Recommendation
Lead Management
Conducts business workshops and translates business scenarios
into technical work items
Conducts fit-to-standard workshops
Conducts scoping and implementation road map workshops
in larger programs
Knows all functional aspects of SAP Marketing Cloud
Provides handover for training and knowledge transfer
Serves as the functional lead for the project team

IT Master Data Lead Executes and validates data loads Internal team
Participates in workshops to highlight requirements
Tests the solution

Marketing Technology Owns the solution design and architecture for Marketing Internal team
Director Technology solutions
Is accountable for developing the marketing technology solution
strategy and implementation/execution road map
Is responsible for marketing technology solutions for core
capabilities related to View of Consumer, Multi-channel Marketing,
Social Engagement, and Marketing Analytics
Manages any changes to the current solutions/tools,
enhancements, and/or process and technology improvements

Digital Marketing Director Is responsible for digital marketing (SEO, content, e-mail Internal team
marketing, search, social media, and more)
Manages digital marketing channels (for example, websites, blogs, 
e-mails, social media, and more)
Owns the marketing process
Approves marketing plans, budgets, and KPIs 
Owns the multi-channel digital campaigns (e-mail marketing, paid
search, paid social, display, SEO, retargeting)
 Plays a key role in reviewing technology to enable improved
tracking, attribution, audience segmentation, and reporting.

Initial Admin Creates the first business role and first business user Internal team
Has system access in case of emergency

System Admin Creates employees Internal team

Creates business roles
Creates business users
Participates in workshops to highlight requirements that may
impact project timeline, scope, quality, and cost
Tests the solution

Marketer Is the subject matter expert Internal team, could be

Creates marketing assets outsourced as part of
Executes the marketing process agency operations
Represents the marketing team’s scope and capabilities
Tests the solution
Onboards and trains to run day to day marketing

Organizational Change Oversees the business transformation of implementing a new Outside consultant or other
Manager solution internal team resource in
Creates change plans and communicates to impacted parties order to avoid
Transitions from change to operations organizational bias

Customer Engagement Is the main point of contact for all things related to: SAP, and some partner
Executive Licensing organizations
Services
Maintenance & Support
Escalations
Events such as user community meetings
Participates in steering committee meetings

Trainer Executes marketer and marketing management training SAP, with internal team
Participates in testing activities member ramp-up plan.
(Train-the-Trainer
approach)

Other Steering Committee In many organizations, the steering committee for the project is Internal team
Members composed of additional roles which can provide guidance and
oversight but may not actively contribute to the project. For
example, IT Director, head of sales, enterprise architect, and more.

Project Team - RACI Matrix

Above image : Responsible, Accountable, Contributor, Informed (RACI) outline

A RACI matrix is the technique adopted to identify functional areas, key activities, and decision points where ambiguities exist and then to
clarify them. The approach enables the project team to actively participate in the process of systematically describing activities, decisions
that have to be accomplished, and to clarify the responsibility that each play in relation to those activities and decisions.

Description of RACI Roles

Letter Role Description of Role

R Responsible Those who do the work to achieve the task. There is at least one role with a participation type of responsible.
Although others can be delegated to assist in the work required, they will be identified as Contributor, not
Responsible.

A Accountable The one ultimately answerable for the correct and thorough completion of the deliverable or task, and the one
who delegates the work to those responsible. There must be only one accountable specified for each task or
deliverable.

C Contributor Those who provide inputs and typically are the subject matter experts; and with whom there is two-way
communication.

I Informed Those who are kept up-to-date on progress, often only on completion of the task or deliverable; and with whom
there is just one-way communication.

The RACI matrix below is an example inspired by an SAP Marketing Cloud implementation project where an SAP partner is implementing
SAP Marketing Cloud, and where the customer also purchased a Value Assurance services package from SAP.

Phase Task Client SI SAP

Team Team Team

Prepare Conduct cloud planning workshop A C R

Explore Define business scenarios A R C

Define data sources A R C

Define data model and API enhancements A R C

Configure marketing configuration permissions in compliance with internal policies A R C

Realize Plan sprints (setting goals, defining backlog, identifying deliverables, and more) I A/R C

Configure (profiling, segmentation, campaigns, business roles, ...) the solution according to I A/R C
scope and sprint backlog

Customize (create custom integration packages) the solution according to scope and sprint I A/R C
backlog

Demonstrate sprint results during a sprint demo I A/R C 

Validate the sprint result through user testing A/R C C


Deploy Train the end-users A/R C I

Create and execute campaign warm-up plan A/R I C
Martech Operations Team - Recommendations
Many of the roles above may carry on their functions after the project has been concluded as part of the IT, marketing or martech team's
business-as-usual functions. There are three key roles for which SAP recommends investment in order to adopt and expand your use of
SAP Marketing Cloud capabilities. These are the Marketing Analytics consultant, the Marketing Technology consultant, and the Marketing
Business consultant whose typical responsibilities are described above. These three roles, working together, will allow you to maximize the
potential of your marketing automation solution. As you can see in the diagram below, there are overlaps between the roles. This helps to
ensure that each role remains in alignment with the others and that they operate in a collaborative, cooperative team.

Conclusion
The resource role recommendation above serves as a guideline and allows you to see which roles are typically required for a successful
SAP Marketing Cloud implementation project, based on SAP's recommended project delivery framework. Depending on the organization
and the complexity of the project, some roles may not be applicable or in certain cases, additional roles that are not listed here are
required. In a larger program that includes multiple solution implementation projects, some of these roles can be shared. You can refer to
Overall SAP C/4HANA Project Framework for information.

SAP Customer Experience Services offers several packages which can help you to build or adjust your project and provide deeper
recommendations. The Project and Operations Guidance service is typically used before a project is kicked off, or early enough in the
process that the cost of change is minimized. The Project and Operations Review service allows you to have an external view of a project
in flight and make recommendations that could help bring the project back on track, or align your plans to initiate the next phase in your
program. SAP Model Company for Marketing Cloud is a service offered by SAP which utilizes the roles above to help customers achieve
their marketing objectives by delivering predetermined scope packages based on common marketing line-of-business requirements.

Be sure to consider these factors when organizing your team; whether you are implementing SAP Marketing Cloud on your own, with a
partner, or with SAP Customer Experience Services.

To access all our community or out of the box product documentation, please check out our List of Online Resources. 