SAP CRM 7.

0
Overview

SAP CRM 7.0 Marketing

 Agenda

1.Overview
2.CRM Marketing Features and Functions
3.Focus on the User

SAP 2007 / Page 2

 Marketing Environment

Budgets are being cut Increase

Marketing must do more with less: smaller budgets and
fewer resources efficiency

CEOs are demanding more Increase

Marketers are called to play a more strategic role in
building business and thus deliver greater results effectiveness

The bottom line: increasing accountability

SAP 2007 / Page 3

 Increased Accountability Drives Marketing to
Improve

Marketing efficiency Marketing effectiveness

Focus on operational excellence Focus on customer conversions

Productivity gains and cost reductions Build long-term customer relationships

Deliver on results with fewer Drive customer demand

resources
Identify and grow high-
React quickly to dynamic value customers
market conditions
Connect with target customers
Understand marketing
spend and its effectiveness Improve sales and marketing
coordination
Integrated enterprise
marketing processes Increase customer loyalty

SAP 2007 / Page 4

 Marketing Capability in SAP CRM Building
Blocks
Customer

Direct Call Web and Field Branches POS and

Partners Wireless
mail center e-mail sales or stores ATMs

Marketing capabilities in SAP CRM

Mkt. resource Segment and list Campaign Lead Loyalty
management management management management management
Strategy and External list Multichannel Program
Lead generation
planning import execution management

Segments and Lead Reward rule

Budget and costs E-marketing
list mgmt qualification management

Marketing Membership
Couponing Dialog marketing Lead distribution
attributes handling

Marketing analytics
Predictive Measurement Customer Forecasting Optimization Product
analytics and reporting analytics and planning and refinement analytics

SAP 2007 / Page 5

 Business Value of SAP CRM Marketing

SAP CRM Marketing increases the resource efficiencies and empowers

organizations to acquire and develop long-term profitable customer
relationships. You can:
Increase the effectiveness of your marketing initiatives
Execute multi-channel multi-wave coordinated marketing activities
Implement more efficient, streamlined and automated marketing processes
Increase visibility and control of the marketing planning and budgeting process
Access timely and accurate information on status and effectiveness of marketing
resources, activities and customers

SAP 2007 / Page 6

 Agenda

1.Overview
2.CRM Marketing Features and Functions
3.Focus on the User

SAP 2007 / Page 7

 SAP CRM Marketing Offerings

COMPREHENSIVE SIMPLIFIED FLEXIBLE

SAP CRM Marketing empowers marketers to connect with customers

by offering the best of both worlds:
Complementing leading capabilities with
End-to-end processes.

SAP 2007 / Page 8

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 9

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 10

 What is Marketing Resource Management
(MRM)?

MRM is the management of marketing resources, including

Money
People
Time
Knowledge (collateral, data, information, and so on)
Assets (category, brand, and product)
External resources (suppliers, partners, and agencies)

Benefits
Increase marketing success by optimizing the marketing plan based
on accurate data and analytic techniques
Increase speed to market by streamline processes for planning,
developing and implementing marketing activities
Measure the marketing effectiveness by knowing the total and accurate
marketing spend and revenue numbers
Gain control of all marketing activities using a single marketing
platform

SAP 2007 / Page 11

 The MRM Solution from SAP

The MRM solution from SAP is a combination of capabilities and applications,

including

Scenario Planning Couponing

Marketing Planning and Budgeting Marketing Calendar

Integrated Analytics with Sample Content

Seamless integration with campaign management and trade promotion

management
Leveraging SAP ERP Financials for financial execution and control

SAP 2007 / Page 12

 Scenario Planning

Scenario planning is a strategic planning method that organizations use to make

flexible, long-term plans
Wikipedia

Scenario planning helps marketing departments make better decisions for the
deployment of their marketing budgets.

Modeling of different marketing scenarios

Best case, worst case
Different campaign types, distribution channels
Varying marketing spending
etc.

SAP 2007 / Page 13

 Marketing Calendar Central Entry Point

The marketing calendar is the central entry point for marketing professionals
Overview of all running and planned marketing activities shown by different
dimensions
Planning timeframe
Type (product launch, customer retention, newsletter, and so on)
Brand and product
Customers
etc.

Interactive planning tool

Determine time dependencies with other marketing activities
of the company, for example
Creation of new marketing projects
Rescheduling of any planned marketing activity

SAP 2007 / Page 14

 Marketing Planning and Budgeting

Enabling a holistic, disciplined approach to planning and budgeting

Incorporate goals and targets
into marketing planning
Flexible key figure definition Marketing Plan
with sample content delivered
Top-down planning
functionality leveraging Trade Marketing Consumer Marketing
BI BPS
Integrated with financials national international national international
Improved visibility
Region 1 Region n Region 1 Region n

Campaign Media

Where Television

When Print

Who Radio

SAP 2007 / Page 15

 Couponing

Coupon
A popular form of sales promotion distributed on the product package, by direct mail or e-
mail, or in newspaper and magazine advertisements. The consumer is usually offered a
certain amount off or a free product with the next purchase.

Benefits of Using Coupons

Generate new consumer trial
Introduce a new or improved product
Attract more new buyers and create consumer demand
Obtain broader product distribution
Soften the impact of a consumer price increase
Reduce product inventory and stimulate quick sales
Reward brand loyalty
Cross-ruff coupons foster cross-selling

SAP 2007 / Page 16

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 17

 Segmentation

Segmentation functionality enables marketers to gain control of

customer and prospect information.
Drag and drop segmentation functionality
Access to multiple data sources, such as transactional data, customer profiles and
analytical data
Advanced predictive analytics and scores
Master groups concept
Deduplication and priorization methods

Benefits
Central point of access to all relevant customer data
Definition of accurate customer and target lists
Execution of highly targeted campaigns

SAP 2007 / Page 18

 CRM7.0 - what is new with Segmentation?

High-volume capabilities
New TREX based segmentation architecture
Scalable architecture
Delta handling for index update

Clear visualization
Completely revised graphical modeling
Visualization of all segmentation steps (Waterfall approach)
Process driven
Gain transparency by dividing a complex process into steps
State of the art UI technology by using Adobe Flex

Dynamic Segmentation Basis

New Data Source "File Import"

SAP 2007 / Page 19

 Segmentation in CRM Web UI

SAP 2007 / Page 20

 List Management

List Management is the process of purchasing/renting, managing,

using and reporting on acquired customer and prospect information.
Import new prospects, incl. address data, marketing attributes
Data enrichment, e.g. customer address data, marketing attributes, relationship
information
Creation of business documents
Mapping format definition

Benefit
Open interface to manage external data importing for data enrichment and
prospecting activities

SAP 2007 / Page 21

 CRM7.0 - what is new with List Management?

Uploading of large numbers of data records in the CRM system both from the client
server and application server
Creation of a new instance Marketing Prospect (leaner structure than the Business
Partner)
Creation of target groups for marketing prospects (one list = one target group)
Campaign execution for target groups created out of marketing prospects (High-
volume campaigns)
Creation of a mapping format category Marketing Prospects

SAP 2007 / Page 22

 List Management in CRM Web UI - Upload of
millions of data records

SAP 2007 / Page 23

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 24

 Campaign Management

Campaign Management offers a broad functional spectrum to make

customers think of you first and foremost.
Multi-channel, multi-wave support
Personalized messaging across all interaction channels
Campaign automation to plan and execute event-triggered, multi-wave and recurring
campaigns
Advanced analytics for planning and forecasting to determine the optimum campaign
strategy
Couponing, incl. redemption rate prediction, financial integration to budgets, etc.
Integration with financials for true closed-loop ROI analysis

Benefits
Generates customer demand more effectively
Full visibility and control of all marketing activities
Customers experience consistent marketing messaging

SAP 2007 / Page 25

 Campaign Management in CRM Web UI

Campaign Development Define Campaign Type, Tactic and further attributes

SAP 2007 / Page 26

 Campaign Management in CRM Web UI Campaign
Automation

Multi-Wave Dialogue Automated Follow-Up based on rules and responses

SAP 2007 / Page 27

 Campaign Execution Channels

Customer

Direct Call Web and Field Branches POS and

Partners Wireless
mail center e-mail sales or stores ATMs

Personalized communication across all direct mail interaction channels

E-mail
Direct mail
External Agency
Interaction Center /
Telemarketing
Field
Web Shop / Inbound
SMS
Fax

SAP 2007 / Page 28

 CRM 7.0 - what is new with Campaign
Execution?

Campaign execution has been enhanced to address high volumes of business partners
and marketing prospects (new functionality is additive to existing functionality)
Variables in mail forms streamlined for execution (No changes to previous campaign
execution functionality)
New communication media for high volume execution (configuration)
E-mail and file export destinations: campaign execution results written to Web
Application Server file directory for further processing

SAP 2007 / Page 29

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 30

 Lead Management

Lead Management transforms prospects into loyal customers.

Lead creation across all interaction channels
Campaign-related lead generation
Automatic lead qualification with context-sensitive survey support
Collaborative management of leads with channel partners
Rule-based lead distribution (capturing and distributing the right leads to the right
owners (both internally and externally) )
Lead follow-up (e.g. Lead-to-Opportunity workflow)

Benefits
Streamlined process from marketing to sales
High quality leads improve revenue generation
Improve response rates to customer requests
Reduce sales time and cost

SAP 2007 / Page 31

 Lead Management in CRM Web UI

SAP 2007 / Page 32

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 33

 Loyalty Management

Loyalty Management is an approach to marketing, based on strategic

management, in which a company focuses on growing and retaining existing
customers through incentives
Program Management

Reward Rule Management

Membership Handling

Processing Engine

Benefits
Cost efficiency of customer loyalty
Better understand customer value
Drive customer behavior
Generate revenue
Gain valuable customer insight

SAP 2007 / Page 34

 Loyalty Management - Functional Building Blocks

Program Reward Rules Membership Processing

Management Management Handling Engine

Robust Rule Membership Types Scalable Engine

Tier Management and Registration Component
Modeling

Points Version Member Tier Online Member

Management Management Management Activity Processing

Tier based Point Template & Expert Batch Member

Member Activities
Expiration mode maintenance Activity Processing

Member Profile Tier Evaluation

Program Creation Rule Scheduling
Maintenance Processing

Program Partners Partner Point Account Point Expiration

Management Sponsorship Management Processing

Campaign Basic Membership Simulation of Rule

Dynamic Attributes Card Handling Processing
Integration

Integrate / Collaborate

Loyalty API Sales Order Web Channel

IC Integration
Connectivity Integration Integration

SAP 2007 / Page 35

 Loyalty Management in CRM Web UI

SAP 2007 / Page 36

 SAP CRM Marketing Offerings

SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management COMPREHENSIVE

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

Marketing Analytics

SAP 2007 / Page 37

 Marketing Analytics

Marketing analytics increases effectiveness and efficiency of all

marketing activities. It helps marketing professionals to understand
how well their programs and campaigns are performing.
Marketing Optimization and Refinement
Marketing Plan Analysis
Campaign Monitoring and Success Analysis
Lead Analysis
External List Analysis
Advanced predictive analytic models, e.g. RFM, Clustering, CLTV, Churn
management

Benefits
Derive marketing intelligence from analytic reports
Gain insights into customers for accurate targeting using analytic models
Control costs, track your marketing budgets

SAP 2007 / Page 38

 CRM Marketing Interactive Reports

Marketing interactive reports for Campaign and Lead Analysis

Retrieve data from CRM in real time
Can be created by the user and displayed in CRM Web Client UI based on a certain set
of predefined characteristics and key figures
Do not substitute the BI reports, but are in addition to the already existing BI reports

SAP 2007 / Page 39

 CRM Dashboard Builder

With CRM 7.0, the user

Can create role-based dashboards using the pre-delivered data model for interactive
reports using the world class Business Objects Xcelsius tool:
Campaign analysis dashboards
Lead analysis dashboards
Can embed these reports in the CRM WebUI Client
Has the ability to share the Xcelsius dashboard with an individual user or group of users
based on their business role.
Example dashboard (not part of the delivered CRM content):

SAP 2007 / Page 40

 Content

1.Overview
2.CRM Marketing Features and Functions
3.Focus on the User

SAP 2007 / Page 41

 Focus on the User

COMPREHENSIVE SIMPLIFIED FLEXIBLE

Boosting user adoption and productivity:

New web-based, easy-to-use and easy-to-configure UI across CRM

SAP 2007 / Page 42

 Improved Business Agility

Web-based, easy-to-use and easy-to-configure UI

Known web application style
Easy and intuitive navigation
Fast time-to-use: lean end-user documentation and E-tutorials
High productivity:
Groupware Integration,
Upload/Download, Browser
Printing, Ad-Hoc Reporting,
Searching

SAP 2007 / Page 43

 CRM Web UI Consistent Structure

SAP 2007 / Page 44

 CRM Web UI Benefits

Lower TCO
Consistent UI across all functional areas, channels and processes
Known web-based UI decreases time-consuming and costly training sessions
Fast adoption to rapidly changing market requirements due to easy-to-configure
screens

Increase User Adoption

Pre-defined bundled functionality and authorizations tailored to business roles.
For marketing users the Marketing Professional role is delivered as an example,
which can be easily adapted according to specific needs.
Clearly and intuitively structured screens which can be personalized according to
specific user needs
Quick and easy navigation and access to information
Quick creation and maintenance of marketing activities and collaterals

SAP 2007 / Page 45

 Focus on the User

COMPREHENSIVE SIMPLIFIED FLEXIBLE

Flexible delivery model

Consistent across on-demand, on-premise, and hybrid deployment options

Adaptable
Adaptive to customers unique business needs with easy and quick configuration

SAP 2007 / Page 46

 Flexible Delivery Model

SAP hybrid delivery model allows for easy migration, full consistency,
and leverage of existing investments

Consistent functionality
Same user interface
Deploy Same data model Deploy
Consistent customizing and configuration
on demand on premise
Consistent user and admin data
Continuity in customer relationships
Same database structure

Immediate deployment Strongly customized solution

Immediate business impact for customers differentiation
Fast user adoption Cross-functional data,
analytics, and business
processes
360-degree view of the
customer

SAP 2007 / Page 47

 Flexible Delivery Model

Act immediately fast results

Immediate user adoption application tailor-made for CRM
Immediate deployment hosted solution, available immediately
Immediate business impact improve customer relationships immediately

Grow strategically without disruption

Continuity in adoption maximize continuity of sales and customer processes
Continuity in process meet evolving business requirements while minimizing costs
Continuity in customer relationships data integrity even as IT strategies evolve

Quick CRM Integrated suite

SAP CRM on-demand SAP CRM
solutions

SAP 2007 / Page 48

 UI Configuration

More adaptable with new UI configuration tool

Quick and easy adaptation of business
processes and terminology to meet unique
business needs
Introduced with SAP CRM on-demand solutions,
adapted and extended for all SAP CRM
solutions
On-the-fly customization of screen layouts and
fields
Enables users without detailed application
development skills to change the UI appearance
of their CRM application
???

SAP 2007 / Page 49

 SAP CRM 7.0 Service-Enabled CRM
Marketing

SAP CRM 7.0 provides the following service-enabled Marketing business

objects:
Campaigns
Segments
Marketing Attributes
Leads

Customers and partners can build their individual services with the new Web
Service Tool:
Wizard-based service modeling
Without the need for any additional coding
Integrated into the SAP NetWeaver test environment

SAP 2007 / Page 50

 Further information

SAP CRM - Ramp-Up Knowledge Transfer (RKT)

http://service.sap.com/rkt-crm

SAP CRM WiKi

https://wiki.wdf.sap.corp/display/SAPCRMHub/Home

SAP CRM - Help Portal

http://help.sap.com/crm

SAP Public Web

http://www.sap.com/crm

SAP 2007 / Page 51

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