Week 1: CRM and Marketing Overview

Unit 7: Marketing Success and Follow-Ups

Marketing Success and Follow-Ups
Marketing-to-Sales scenario
Plan Capture Qualify Convert
Create
Analyze Capture
Define Hand Over Opportunities
Market and Create Execute Responses Qualify Measure
Target Leads to Quotes
Identify Campaigns Campaigns and Create Leads Success
Groups Sales Orders
Potential Leads
Contracts

See Business Scenario Explorer in: https://help.sap.com/viewer/p/SAP_BUSINESS_BYDESIGN

Scenario Explorer Overview
This scenario helps midsize companies, for whom the
conversion of leads into opportunities is essential, to
control marketing and sales processes to shorten the
Scenario/Processes sales cycle.
SAP Business ByDesign supports you from the market
Business Value
development, campaign management, lead generation,
and lead qualification phases, through to the
Scenario Flow opportunity creation phase.
Further Information You can execute targeted campaigns to generate more
leads, shorten the lead cycle, improve the conversion
rate into opportunities, as well as reduce the cost of
sales and marketing.
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC
Key Benefits
▪ Capturing, monitoring, storing, and tracking information relating to
customers, prospects, and partners to optimize contact management,
account planning, market segmentation, and relationship management
▪ Campaign management and response handling to allow follow-up
activities
▪ Streamlined lead and opportunity management to support the end-to-end
scenario
▪ Managing forecasts to ensure the fulfillment of sales quotas
▪ Microsoft Outlook integration to synchronize e-mails and capture
campaign responses, calendar entries, business partner data, and tasks
with Microsoft Outlook
▪ Built-in analytics and reporting lead funnel, opportunity pipeline, and win-
loss analysis
2
Marketing Success and Follow-Ups
Leads, activities, opportunities, sales orders...

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Marketing Success and Follow-Ups
Marketing analytics – Measure marketing success by generated revenue
1
1
KEY MESSAGE
1. Visibility of key figures and KPIs
e.g. number of members,
responders, response rate,
number of leads, opportunities,
quotes, orders… 3 2
2. Free selection of characteristics
like account or contact country,
language etc.
3. Display with various chart types
including table view
4. Enhanced insight through
interactive drilldown capabilities
5. Standard reports:
▪ Campaign Analysis
▪ Number of Leads
▪ Lead Funnel
(Managing My Area)
▪ Target Group Analysis

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Marketing Success and Follow-Ups
Lead management – Overview

KEY MESSAGE
1. Generate leads coming from 1 2
campaigns, inbound activities,
or external sources (e.g.
upload, web services)
2. Shorten lead cycle by automatic
assignment of sales
counterpart and direct handover
3. Create leads with or without
account and product
assignment
4. Improve conversion rate by
embedded lead success report

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Marketing Success and Follow-Ups
Lead management – Process variants

KEY MESSAGE
▪ Lead processing with
handover: Once a lead has
reached the desired status and
has been qualified as warm or
hot, it is handed over to the
Lead Processing with Handover
worklist of the sales employee.
The sales employee accepts or Identify Generate Qualify
Lead Lead Lead BTM Task Accept/Reject Lead Sales Quote
rejects the handed-over leads.
If a lead is accepted, the sales
1 2 3 4 5 6 7 8
employee usually creates a
follow-up opportunity, a sales
Hand Over Lead Opportunity Sales Order
quote, or a sales order. MARKETING: Marketing Work Center SALES: New Business Work Center
▪ Lead processing without
Lead Processing w/o Handover
handover: Enables processing
Identify Generate Qualify Accept/Reject
a lead without handing it over. In
Lead Lead Lead Lead Sales Quote
this process, only the sales
department is involved; creation
of leads is only possible in the 1 2 3 4 5 6 7
New Business work center.
SALES: New Business Work Center Opportunity Sales Order

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Marketing Success and Follow-Ups
Lead management – Status
In revision
Converted
KEY MESSAGE
Accepted
Qualified Obsolete
▪ Accepted and rejected
indicate that the lead was Rejected
either not successful
(=Rejected) or has a high Handed-Over
chance to be converted
Lead processing with handover
(=Accepted) or is already
converted Identify Generate Qualify
Lead Lead Lead BTM Task Accept/Reject Lead Sales Quote
▪ An accepted lead can at any
point in time be set back to 1 2 3 4 5 6 7 8
rejected and vice versa
Hand Over Lead Opportunity Sales Order
▪ In the scenario with handover,
MARKETING: Marketing Work Center SALES: New Business Work Center
leads can be sent back to
marketing if they are not Lead processing without handover
sufficient (=In revision)
Identify Generate Qualify Accept/Reject
▪ Converted / Obsolete is the Lead Lead Lead Lead Sales Quote
final status, after which
sending back is no longer 1 2 3 4 5 6 7
possible.
SALES: New Business Work Center Opportunity Sales Order

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Marketing Success and Follow-Ups
Lead management – Options for configuration

KEY MESSAGE
Lead Approval: You can define the priority and the
Leads can be the result of latest end date for a BTM task. Category and source: For classifying leads, you
participation in various marketing can select categories and sources..
activities. In order to adapt leads
to your needs you can modify
several elements that support Reason for Status: You can define
further processing of a lead: different reasons why a lead has been
accepted or rejected.
▪ Lead Approval
▪ Reasons for Status
▪ Lead Qualification Status
▪ Category & Sources
▪ Default Start/End Date

Start/End Date: It is possible to define a “Start/End

Date“. This date gets defaulted when creating a
Lead Qualification: You can define different lead lead.
qualification levels.

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Marketing Success and Follow-Ups
System demo

D E MO

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Marketing Success and Follow-Ups
Summary

▪ Marketing follow-ups e.g. leads, activities, opportunities, sales orders

▪ Measure marketing success e.g. by generated revenue
▪ Lead management – process variants and status and configuration options

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Additional Material
Marketing Success and Follow-Ups
Process overview lead funnel

KEY MESSAGE
Prospects may drop out in any
step of the sales process, and Business Lead Gathering
from the large number of Partner & Prospects and Targeting
initially interested people on
the narrow end of orders, only
a fraction of the initially Cold
interested people remain and Lead Lead Qualification
actually place an order. Warm

Hot

Opportunity Sales Pipeline

increasing chance of success

Sales Quote
Sales Order
Analyze, learn, Selling,
grow customer Contracting

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