Week 1: CRM and Marketing Overview

Unit 4: Marketing Overview

Marketing Overview
Customer engagement marketing work centers and views

Marketing Expert

▪ Strengthen customer relationship and

generate awareness and interest for Product & Field
Account New Sales Service Service Service Customer Managing E-
new customers Marketing
Management Business Orders
Service
Desk Orders
Service
Entitlements Invoicing My Area Commerce
Portfolio and Repair
▪ Measured by success of Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview Overview
communication e.g. number of Leads Accounts Leads Sales Products Service Service Order Contracts Project Approvals Account
contacts, amount of new business Orders
Services
Requests Order
Processing
Pipeline
Registered
Invoicing
My
Export Run
Market Account Opportunities
activities, value of marketing-generated Information Hierarchies Contracts
Entitlements
Knowledge
Base Reports
Service
Confirmations
Products Invoice
Requests
Department Internet Order
Deletion Run
Sales
business Competitors Contacts Quotes Returns
Product Reports Reports
Warranties
Invoice
Sales
Planning Certificate
Service Management
▪ Key activities and responsibilities: Competitor
Products
Partners Reports Reports Specifications
Levels
Documents
Reports
Product Invoice Runs Reports
 Identify and manage target groups Target
Activities
Catalogs Service
Categories Recurring
 Design, execute & track campaigns
Groups Reports Pricing Invoice
Reports Templates
Campaign
 Receive responses from customers Management
Reports
Credit Card
and capture for further processing Reports
Authorization
Runs
and analysis Point-of-Sale

 Plan events for customers

Transactions

Reports
 Involve the sales team and make
sure that account history is up-to-
date
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 2
Marketing Overview
Marketing-to-Sales scenario – Overview and business value

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
▪ Capture, monitor, store, and track 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
▪ Manage 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
3
Marketing Overview
Marketing work center – Centrally manage and track sales-oriented marketing
User Story
Marketing experts can centrally manage
marketing activities from competitive insights
to campaign execution, lead transfer, and
tracking
Capabilities
1. Leads: Create & hand over leads to sales
2. Market Information: Manage marketing
documents
3. Competitors & Products: Competitive
information like master data, classification,
products, and attachments
4. Target Groups: Manage target groups.
Predefined queries help to keep the
overview
5. Campaigns: Create, execute, and track
campaigns. You can also create responses
6. Response Options: Manage response
options for campaigns to track follow-ups
7. Reports: Leads, campaigns, and target
groups
Benefits for customers
Centrally manage and track all sales-oriented
marketing activities
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 4
Marketing Overview
Target groups – Overview

KEY BENEFITS Create target group

4 from report
1. Target Group wizard for
adding accounts, contacts, and
target groups which have at
least one search parameter in
common 1
2. Manually add accounts and
contacts that do not match the
search parameters
3. Target groups can be merged, 3
intersected, or subtracted
from other target groups or lists
of accounts and contacts
2
4. Target groups can also be
created from reports e.g. the
sales order volume to filter for
top revenue accounts only

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 5

Marketing Overview
Campaign execution and response tracking – Overview
1. Define campaign with 2. Execute multi-
KEY BENEFITS response options & discounts language mailing
1. Built-in campaign management with
response tracking
2. Direct mail campaign execution with 1
multi-language, personalized, and 2
responsive mail templates
3. External campaign execution for any
channel (e.g. call center, lettershop)
with integration via web service
4. Response & success tracking for
activities, leads, opportunities, sales 4. Generate sales with 3. Capture & track
quotes, and orders campaign discounts responses
5. Campaign-specific discounts
6. Embedded campaign success
tracking including sales order value
5 4

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 6

Marketing Success and Follow-Ups
Follow-up leads, activities, opportunities, sales orders...

KEY BENEFITS
1. End-to-end process and analytics
transparency for marketing generated activities

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 7

Marketing Overview
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

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 8

Marketing Overview
Summary

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

▪ Marketing expert: tasks and responsibilities; end-to-end process

▪ Target groups
▪ Campaigns and responses e.g. for direct mail execution
▪ Marketing generated follow-up management
▪ Measure marketing success e.g. by generated revenue

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 9

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