CRM - Marketing Planner: Mario Wolff

CRM -
Marketing Planner
Overview
Presented by
Mario Wolff
July 26th 2001
Agenda for Today
Introduction
CRM Concept and Overview
Introduction to Marketing the CRM Marketing Planner
KPI Planning and Reporting
Example “ 1 Day in the live of a Marketing Person”
System Demo “ 1 Day in the live of a Marketing Person”
Summery
 SAP AG 2001, Title of Presentation, Speaker Name 2

Agenda for Today
Introduction
Summery

Introduction
At the conclusion of this Presentation you

will be able to:
 Understand the CRM Concept
 Understand the related terminology
 Become familiar with the mySAP CRM marketing planner
 Understand the concept of Key Figure Planning and

closed loop reporting
 Become familiar with the related Systems

Agenda for Today
Introduction
Summery

Customer Relationship Management is…

Systems and processes used to implement a business
strategy where the customer, not the product, is the focus.
SAP’s Goals for Phase I in implementing CRM

is…
To apply metrics to SAP’s Marketing efforts to determine
the marketing methods preferred by our customers
To become SAP’s best CRM reference customer.

Scope of CRM@SAP Phase 1
• Marketing Planning
• Prepare • Lead Generation
• Analyze • Qualification of
• Realize opportunities
• Verify
• Account Planning
• Relationship Management • Develop understanding
• Monitoring Customer • Solution
Engagement activities • Prove capabilities
• Continuous Customer Care • Justification
• Agreement
• Project Preparation
• Business Blueprint
• Realization
• Final Preparation
• Go-Live and Support

CRM Concept and Overview: Scenario Overview
Marketing Plan Breakdown

KPIs
1. Fiscal Year Planning - Regional Budgets Planning
messages
Figures*
Marketing Plan KPIs

2. Fiscal Year Planning - Country Budgets messages
Global/Regional Closed Loop

Campaign Closed Loop
Tasks & Activities Objectives
Country Closed Loop

3. Campaign Planning Target Groups Location
Procure services  Setup (all

4. Campaign Preparation Creative prep channels)
Communicate to customers
5. Campaign Execution All channels, outbound+inbound
KPI & Budgets: plan vs. actual
6. Campaign Tracking & Reporting Ongoing and post-campaign
7. FY Tracking/Reporting - Country KPI & Budgets: plan vs. actual
8. FY Tracking & Reporting - Regional KPI & Budgets: plan vs. actual Rollup
Actual
Figures
* breakdown to country level for KPI‘s; budget only partially

What is a Closed Loop Scenario?
A closed loop system is

where you can track the
process from beginning to
end no matter the entry
point of the process.

Technical Value Flow for Closed Loop
Workplace
Maintain campaign Capture lead information Maintain campaign

timing Maintain campaign structure KPIs and budgets
MS
Project SAP CRM SAP SEM
Campaign Lead Campaign Campaign

info structure KPIs & Budget
structure structure
(phase2)
Lead Plan Cubes

info
(phase1) Plan vs.
Actual SAP BW actual
campaign reporting
costs Actual Cubes
Project system
SAP R/3 Cost per

purchase
MM / FI Plans
Procurement Capture actual costs
Actuals
CRM Concept and Overview: Why Closed Loop?
The closed loop helps us answer all the investor‘s
questions systemically and on a continuing basis!
o u l d be ...
sto r qu estions c
In ve
 What is the cost per lead in a given campaign?
 How long does it take from a contact to an exected lead?
 Is the cost per lead for e-marketing campaigns different from event
campaigns? And if so, is that true in all regions?
 Do I have a better conversion rate from leads to opportunities for e-
marketing campaigns vs. event campaigns?
 What have I spent already on this one opportunity - including all the lead
costs?
 Am I still in budget with all my event campaigns?

CRM Concept and Overview: Why Closed Loop?
Customers and Opportunities are

investments!
We spend money to generate customers and

opportunities with sufficient ROI over their lifetime
Marketing and sales expenditures are not costs but
investments with ROI
The closed loop helps to monitor if we are making the
right investments

Agenda for Today
Introduction
Summery

Marketing Plans and Campaigns: Terminology

Marketing Objects
 All of the object types in the Marketing Planner -
Marketing Plan, Campaign, Target Group

Marketing plan
 Set of marketing objects, belonging to an organization, having the overall goals,
objectives and KPI‘s assigned e.g. SAP marketing plan US 2001, SAP corporate „big
five“ plan 2001

Campaign
 collection of tasks (campaign elements) to accomplish a goal, (e.g. to generate
leads)
Example for campaigns are SAPphire Lisbon campaign; CRM campaign 2001....

Target group
 A set of individuals as a result of a selection or an upload of external addresses. This
cluster of addresses serves as a basis for the execution of campaigns.

Marketing Plans and Campaigns: Comparison
Marketing Plan Campaign
 “Strategic“ level  “Operative“ level
 Focused on planning  Focused on doing
 Not necessarily tied  Requires customers (target
directly to a customer groups) for action within
the CRM system (Contact
Center, Direct Mail...)

Marketing Plans and Campaigns: Functionality
 Marketing planning structure (e.g. long-term planning,
campaign hierarchy, activities)
 Scheduling Marketing Plan
 Milestones 1. Quarter 2. Quarter

Quarter ... n Quarter
Quarter
 Budget and revenue planning Prod. A Prod. BB Prod. B Prod.
Prod. BB Prod.
Prod. C
 Monitoring ... Campaign

Campaign 11 Campaign
Campaign nn
 Status administration Where
Where
 Document administration When
When
...
 R/3-Integration Who
Who
 Online interface with MS Project

 Online Excel interface for plan figures
 Reporting/Analysis (Planned versus Actuals)

Marketing Plans and Campaigns: Comparison
Marketing Plan, Campaign, Campaign element ... are containers

for ...
Related documentation (goals, Why
description)
Scheduling/time planning When
Product catalogue/products What
Target group
Who
Contact channel/person
How
Personalized script/email

Marketing Plans and Campaigns: Overview of Symbols
Marketing plan
Marketing plan element
Campaign
Campaign element
Target group
Product catalog
Document / URL

NOTE on using campaigns / campaign elements

Important for actvity reporting:
 only campaigns show up on actvities;
 for campaign elements the next higher level campaign will be tracked
 e.g. You have a campaign C which consists of 2 outbound waves (email

& telephone) and
 you want to track the number of contacts per wave: C
 you need to represent the 2 waves as 2 campaigns
C E-mail
C Telephone
 you just need to track on campaign level how many (email and telephone)
cantacts you had:
 you can represent the waves as campaign elements
C
C E-mail
C Telephone

Marketing Plans and Campaigns: Marketing Planner
Marketing Managers With CRM the “informal structure”
currently have an will be part of the Marketing Plan
informal hierarchy in Hierarchy
their personal
management of
plans.
Structure
Tree: Marketing Plans and Camapigns
Worklist and Templates
Work Area: Marketing Plan and Camapign details

Marketing Plans and Campaigns

When developing a hierarchy, a key that identifies a Marketing
Object should be applied called Marketing Object Identifier.
In CRM, Naming Conventions should

be applied to the Marketing Object to be
compatible with the WBS structure in
Project Systems of R/3. This will provide
you with the branch to achieve closed loop
reporting and will be used continuously
throughout plans to apply costs.

Marketing Plans and Campaigns

The Naming Convention for SAP follows this logic…
CRM-US01-CRM-XXXXXXXXXX
System of Use
Region or
Country/Fiscal
Year
Sector/ 3 Initials
Free text/#


System Demo!

Agenda for Today

Introduction






Summery


Closed Loop
Technical Value Flow for closed loop - KPI Planning in SEM
MS

structure structure
(phase2)
Lead Plan Cubes

info
(phase1)
Plan vs.
campaign reporting
costs Actual Cubes
Project system
SAP R/3 Cost per

purchase
MM / FI
Procurement Plans
Capture actual costs

Actuals

Key figure planning
Go into SEM Key figure planning
User defined
Profils for
different view
on KPI‘s
(Layouts)

Key figure planning
SEM - Planning layout (Excel based)
Data Column
KPI‘s
Lead Column
Marketing
plan/campaign
Maintain
Plan KPI‘s
Expand &
colapse
Hierarchy


System Demo!

Campaign transfer to R/3
Technical Value Flow for closed loop - Transfer to R/3
MS

structure structure
(phase2)
Lead Plan Cubes

info
(phase1)
Plan vs.
campaign reporting
costs Actual Cubes
Project system
SAP R/3 Cost per

purchase
MM / FI
Procurement Plans

Actuals

Transfer to R/3
Marketing
plan /
campaign
needs to be
released
befor
transfering

Stetting up the right profile
Choose the
right Profile
„CRMUS08“
Highlight the elements you are going to transfer

R/3 Project System
Project Definition
Financial
Information
CO-area
Comp.Code
Plant
Currency

Procurement
Technical Value Flow for closed loop - Procurement
MS

structure structure
(phase2)
Lead Plan Cubes

info
(phase1)
Plan vs.
campaign reporting
costs Actual Cubes
Project system
SAP R/3 Cost per

purchase
MM / FI
Procurement Plans

Actuals

Procurement
R/3 Enjoy Purchasing Area (create purchase requisition)
Create
Purchase requisition
Material
Service
General

Procurement
R/3 Enjoy Purchasing Area (create purchase requisition)
Easy search for

WBS Element
Account assignment to: WBS Element

Procurement
Create Purchase Order
Invoice

Closed Loop
PS Report - Actual Postings on WBS-Elements

Closed Loop
SEM Plan v. Actuals Monitoring

CRM - Marketing Planner: Mario Wolff

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CRM -

CRM Concept and Overview

Introduction to Marketing the CRM Marketing Planner

KPI Planning and Reporting

Example “ 1 Day in the live of a Marketing Person”

System Demo “ 1 Day in the live of a Marketing Person”

 SAP AG 2001, Title of Presentation, Speaker Name 2

CRM Concept and Overview

Introduction to Marketing the CRM Marketing Planner

KPI Planning and Reporting

Example “ 1 Day in the live of a Marketing Person”

System Demo “ 1 Day in the live of a Marketing Person”

 SAP AG 2001, Title of Presentation, Speaker Name 3

At the conclusion of this Presentation you

 Understand the related terminology

 Become familiar with the mySAP CRM marketing planner

 Understand the concept of Key Figure Planning and

 Become familiar with the related Systems

 SAP AG 2001, Title of Presentation, Speaker Name 4

CRM Concept and Overview

Introduction to Marketing the CRM Marketing Planner

KPI Planning and Reporting

Example “ 1 Day in the live of a Marketing Person”

System Demo “ 1 Day in the live of a Marketing Person”

 SAP AG 2001, Title of Presentation, Speaker Name 5

Customer Relationship Management is…

SAP’s Goals for Phase I in implementing CRM

To become SAP’s best CRM reference customer.

 SAP AG 2001, Title of Presentation, Speaker Name 6

Scope of CRM@SAP Phase 1

 SAP AG 2001, Title of Presentation, Speaker Name 7

Marketing Plan Breakdown

Marketing Plan KPIs

Global/Regional Closed Loop

Country Closed Loop

Procure services  Setup (all

7. FY Tracking/Reporting - Country KPI & Budgets: plan vs. actual

* breakdown to country level for KPI‘s; budget only partially

A closed loop system is

 SAP AG 2001, Title of Presentation, Speaker Name 9

Maintain campaign Capture lead information Maintain campaign

Campaign Lead Campaign Campaign

Lead Plan Cubes

SAP R/3 Cost per

 SAP AG 2001, Title of Presentation, Speaker Name 11

Customers and Opportunities are

We spend money to generate customers and

 SAP AG 2001, Title of Presentation, Speaker Name 12

CRM Concept and Overview

Introduction to Marketing the CRM Marketing Planner

KPI Planning and Reporting

Example “ 1 Day in the live of a Marketing Person”

System Demo “ 1 Day in the live of a Marketing Person”

 SAP AG 2001, Title of Presentation, Speaker Name 13

 SAP AG 2001, Title of Presentation, Speaker Name 14

 SAP AG 2001, Title of Presentation, Speaker Name 15

 Milestones 1. Quarter 2. Quarter

 Monitoring ... Campaign

 Online interface with MS Project

 SAP AG 2001, Title of Presentation, Speaker Name 16

Marketing Plan, Campaign, Campaign element ... are containers

Scheduling/time planning When

Product catalogue/products What