crm 2015 brochure agenda

SAPinsider Events @InsiderCRM | #CRM2015

REGISTER & PAY BY FEBRUARY 27, 2015

SAVE $100PER PERSON

www.CRM2015.com

March 30 - April 1 • Las VegasThe premier event for SAP® sales, marketing, e-commerce, service, and interaction center managementA collaboration of SAP and SAPinsider

Join Us!

For more information and to register, visit www.CRM2015.com or call SAPinsider at +1-781-751-8700

Overview

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CRM is in the midst of a dramatic transformation. What started many years ago with first-generation applications to “automate” sales, service, and marketing functions was then followed by a second generation of “CRM suites” that provided integrated functionality across the front-office.

But new technologies have emerged rapidly, and digitally empowered customers have changed the rules of engagement. Many companies are struggling to keep up with all the changes; they try to figure out how to stay relevant to their customers, how to meet their rising expectations, and how to engage with them in the moments when it really matters – anywhere, anytime.

Industry analysts and experts agree that innovations in mobile applications, in-memory technology, predictive analytics, and e-commerce will reshape the direction of CRM. SAP, as a market leader in all

of the above categories, is at the forefront of the evolution from CRM to Customer Engagement. Our vision of the third generation of CRM is a “Customer Engagement and Commerce Platform” that enables organizations to deliver contextual, consistent, and relevant experiences at any touchpoint — regardless of channel or device — throughout the customer journey, in real-time.

I take this opportunity to invite you to join us at CRM 2015, March 30 - April 1 in Las Vegas, to hear more about SAP’s Customer Engagement & Commerce (CEC) solution portfolio and how successful companies are leveraging SAP® solutions to better engage with their customers. Come and see SAP’s new mobile applications for sales and service in action; experience the power of SAP HANA® and how SAP’s predictive analytics redefine sales and marketing. Learn more about SAP’s innovations in the cloud and how to best leverage and expand your SAP CRM on-premise investments. Explore the possibilities of the hybris omni-channel commerce platform to digitally transform your business.

Our theme for CRM 2015 is “ENGAGE YOUR CUSTOMERS LIKE NEVER BEFORE”.

Please join us to engage and network with your peers, SAP partners, and SAP experts. Discuss SAP’s strategy and roadmap for CEC, and learn from best practices and case studies across sales, marketing, service, and commerce. We’ll also be listening to you, drawing upon your input to align our product roadmap with your business needs.

I look forward to seeing you at this important event in Las Vegas in March.

Sincerely,

Dr. Volker G. HildebrandGlobal Vice President, Customer Engagement SolutionsSAP

SchedulePre-Conference

Workshops Main ConferenceSunday, March 29

8:00 am Registration

9:00 am Pre-Conference Workshops

12:00 pm Lunch

1:00 pm Pre-Conference Workshops

Monday, March 30 8:00 am Registration

9:00 am Keynote Address

10:30 am Refreshment Break

10:45 am Breakout Sessions

12:00 pm Lunch

1:30 pm Breakout Sessions

2:45 pm Refreshment Break




5:45 pm Welcome Reception

6:00 pm Ask the Experts

Tuesday, March 31 8:00 am Registration




11:45 am Lunch

12:00 pm Speed Networking




3:45 pm Cocktail Hour

4:00 pm Ask the Experts


Wednesday, April 1 8:00 am Registration




11:45 am Lunch


2:15 pm Meet the Exhibitors





Overview

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Pre-Conference Workshops • Sunday, March 29

Main Conference, March 30 - April 1 • More than 53 sessions spanning 8 tracks

Track 1 The future of customer engagement Page 8

Track 2 CRM strategies Page 10

Track 3 Sales Page 12

Track 4 Marketing Page 14

Track 5 Customer service Page 15

Track 6 Web and e-commerce Page 18

Track 7 Technical infrastructure and data management Page 19

Track 8 CRM project management Page 21

Special three-hour Pre-Conference Workshops hosted on this day offer you the opportunity to fortify your understanding of key SAP concepts and technologies, explore new trends and strategies, and enhance your learning experience at the main conference. Advance sign-up is required.

Page 6

Attendee Profile

Geographic DistributionExtensive draw from the United States, Canada, and the Americas, with a smaller portion from EMEA.

21%20%

9%9%7%7%7%6%6%4%2%1%1%

Midwest USAPaci�c West USA

Mid-Atlantic USASoutheast USANortheast USA

Central USAEuropeCanada

Western USALatin America

Asia/Middle EastMidsouth USA

Australia/Oceania

0.0 12.5 25.0

IndustriesA wide range of industries across multiple sectors are represented at SAPinsider

conferences.

CRMProfessionals

A sample list of Who Should AttendIT program manager

Business analyst Director or Manager of sales,

marketing, customer service, IT CRM application design lead

Solution architect Project manager

Customer service specialist Vice president of product

management

16.3%

15.1%

15.1%

10.2%

9.4%

6.1%

4.9%

4.9%

4.1%

4.1%

3.7%

3.3%

1.6%

1.2%

Consumer Products

Professional Services

Software

High Tech & Electronics

Healthcare & Pharmaceuticals

Retail

Other

Industrial Machinery & Components

Banking & Finance

Oil & Gas

Utilities & Waste

Chemicals

Telecommunications

Aerospace & Defense

For more information and to register, visit www.CRM2015.com or call SAPinsider at +1-781-751-8700 4


Overview

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Educational and Networking Opportunities

Pre-Conference WorkshopsSpecial Pre-Conference Workshops hosted on this day offer you the opportunity to fortify your understanding of key SAP concepts and technologies, explore new trends

and strategies, and enhance your learning experience at the main conference. Advance sign-up is required.

Ask the ExpertsPull up a chair in the Ask the Experts area of the Exhibit Hall and spend one-on-one time with the top experts. Learn from their real-world expertise and get specific insights on

topics and questions that matter to you most.

Industry RoundtablesSit with your peers during industry-specific roundtable sessions and discuss solutions to the most difficult problems in your field. Learn about the projects your colleagues are

tackling, what strategies they’re using, and why.

Hands-on LabsRoll up your sleeves and get valuable hands-on experience with the latest technologies from SAP. Experts will guide you through step-by-step exercises to help you develop

a comprehensive understanding of each solution’s functionality and arm you with skills you can use right away. Advance sign-up is required.

Speed NetworkingYou’ve heard of speed dating— now try speed networking! Participants will have 5 minutes to make their initial introductions and converse before moving on to meet

another contact. An emcee will provide instructions and keep things moving. Forge new relationships and build a lasting network of peers you can call on for years to come.

Evening ReceptionInteract with the best and the brightest minds working with SAP software. Build a lasting network of peers and meet with leading product and service vendors.

2 Conferences – 1 LocationCRM 2015 is co-located with Logistics & SCM, PLM, Manufacturing, and Procurement 2015. Registration at one event admits you to both

at no additional cost. Please visit www.CRM2015.com or www.SCM2015.com for details.

Panel DiscussionsThese sessions are informal, interactive get-togethers where SAP customers can ask panelists their most pressing questions. Each panel

will be moderated by a subject-matter expert. You do not need to sign up in advance to attend, and there is no formal agenda. Just come with your list of questions in hand.


Join us for Pre-Conference Workshops Sunday, March 29

Pre-Conference Workshops

Special deep-dive sessions that enable you to: � Explore new trends and strategies

� Enhance your learning experience at the main conference

By registering for Pre-Conference Workshops, you can:

� Attend any sessions of interest to you � Benefit from expert-led instruction, demos, guidelines, and dedicated

question-and-answer time � Gain online access to the session slides and take-homes � Participate in a networking lunch with other attendees

Pre-Conference Workshops continued on next page

Optimizing ROI: Strategies and technologies to derive greater business value from existing SAP CRM investments Scott Druckenmiller, SAP

This comprehensive session is a “must attend” for anyone seeking to derive greater value from an existing SAP CRM landscape, including expert guidance for leveraging the latest tools, features, integration points, and customization options. Attendees will:

y Understand which SAP CRM functions and processes are most likely to generate significant ROI, and get actionable advice for exploiting them to their utmost potential

y Get expert recommendations for prioritizing objectives and aligning business-value drivers with the delivery of key SAP CRM capabilities, including tips for conducting a cost/benefit analysis

y Obtain strategies for accelerating the time-to-value of CRM initiatives, including tips to define a roadmap for enhanced processes and capabilities across sales, marketing, and service

y Reexamine the SAP CRM Service and Interaction Center and discover new ways to improve the

customer experience by taking advantage of often-overlooked integration, collaboration, and personalization capabilities

y Get leading strategies for exploiting key marketing and analytics capabilities to provide the business insights needed to make smarter decisions and better manage resources

y Learn strategies and tools to transform your direct and indirect sales force into a collaborative team of knowledgeable and trusted advisors

y Explore options for expanding your current CRM footprint by incorporating emerging technology trends around big data, mobility, cloud computing, the user experience, and more

Morning session • 9:00 am – 12:00 pm


Hands-on lab: Guided instruction to configure, deploy, and test SAP Fiori apps for SAP CRM Sarah Lottman, NIMBL

This hands-on lab provides guided instruction for configuring, deploying, and testing three popular SAP Fiori® apps for SAP CRM: marketing-generated leads, simulate sales pipeline, and sales performance application. Attendees will walk through step-by-step exercises to gain proficiency in SAP Fiori apps, including lessons to:

y Activate the necessary oData Services for SAP Fiori apps

y Configure transactional applications, including the marketing-generated leads and simulate sales pipeline applications, as well as analytical applications, including the Marketing-Generated Leads

y Create new security roles for SAP Fiori apps

y Utilize the new SAP Fiori launchpad designer, including tips for theming the SAP Fiori launchpad and creating new application tiles in the launchpad

y Deploy the applications to CRM users

Pre-Conference Workshops

Expert guidelines, tools, and criteria to establish an effective CRM analytics strategy Karsten Ruf, SAP

This three-hour session delves into options and requirements for executing an analytics program that provides greater insights into customer and market data and enables data-driven decision-making across your CRM organization, including sales, market-ing, and service. Attendees will examine the tools and techniques required to make smarter decisions and measure their results, including:

y An overview of the various analytics solutions delivered in SAP, from standard reports delivered in SAP CRM 7.0 EHP3 to predictive analytics and SAP HANA® to the latest cloud-based customer analytics offerings

y New and innovative ways to develop a 360-degree view of the customer, including best practices for leveraging SAP Customer Engagement Intelligence and SAP InifiniteInsight®

y Criteria to determine which reporting tool or combination of tools best supports your CRM

reporting needs, including best practices for leveraging them to track key customer metrics

y Expert insight into whether and how to migrate to the cloud for customer analytics, including an overview of SAP Cloud for Customer

y Guidelines for the proper extraction and integration of CRM data

y The most effective ways to leverage analytics capabilities to improve processes, user productivity, and the overall customer experience in SAP CRM

Come away empowered to deploy a sound CRM analysis strategy and roadmap that supports your organization’s decision-mak-ing requirements, including critical process, integration, and design decisions.

Afternoon sessions • 1:00 pm – 4:00 pm

Track 1 continued


Utilizing social media platforms to reach a broader network of customers and extend marketing, sales, and service activitiesBill Ziska, Deloitte DigitalThis session explores the concept of social CRM and discusses how your company may benefit from not only listening to your customers, but collaborating with them, as well. Attendees will hear how leading compa-nies are using social media to defend their market position, their products, and their brand, and come away with new ideas to:

y Use social marketing to enable market research, including testing markets before and after a product launch

y Enhance the customer experience as well as reduce customer calls to your call center by enabling peer-to-peer communications and case resolution

y Reduce turnaround time on deals and offers for the partners and customers using social networking

An updated guide to the SAP Customer Engagement solution portfolio and roadmap Dr. Volker G. Hildebrand, SAPThis session delves into the latest innova-tions in the SAP solution portfolio across sales, marketing, and service — whether you are deploying on-premise or in the cloud. By attending, you learn:

y The latest real-time and mobile capabil-ities across sales, marketing, and service, including product enhance-ments that help facilitate a more social and collaborative enterprise

y What’s available in the cloud versus on-premise and how to maximize the value of existing SAP CRM invest-ments while innovating in the cloud via a hybrid deployment

y Roadmap details on the SAP CRM technology strategy, including planned innovations that enable an end-to-end customer experience

Live demo

Engage with customers through social media like never before with SAP Cloud for Social Engagement Carlye Bartel, SAPThis live demo session provides a firsthand view of SAP Cloud for Social Engagement and how it empowers call center staff to engage with customers through social media channels such as Twitter and Facebook. Attend this session and gain:

y Tips to monitor what’s being said about your company or products on social media channels and how to prevent negative posts from going viral

y Techniques to turn your social prospects into potential customers

y Insight into the analytical capabili-ties delivered in SAP Cloud for Social Engagement and critical KPIs that social teams should measure

Leverage SAP Jam to deliver winning customer experiencesAnthony Leaper, SAPJoin this session to learn how SAP Jam Work Patterns combine content, secure application data, real-time recommendations, and collab-orative tools to help you to super-charge sales, drive service excellence, and deliver winning marketing. Gain an understanding of how you can extend your existing solution investments by adding social collaboration functionality. By attending, you’ll learn how to:

y Boost sales such as better sell as a team, find just-in-time experts and informa-tion, co-innovate with partners and customers, and streamline operations

y Improve customer support such as enable self-supporting commu-nities, save at-risk customers, find the right experts and informa-tion, extinguish escalations, and maximize team performance

y Create smarter marketing campaigns, build outstanding content, empower sales teams, and rapidly onboard new team members

Live demo

An omni-channel approach for driving customer service excellencePrashant Dube, SAP CanadaThis demo-heavy session explores how to achieve service excellence through an omni-channel approach using SAP Cloud for Service. By attending, you will:

y Examine how SAP Cloud for Service provides a unified experience for the customer across multiple channels, enabling improved service efficiency and enhanced customer satisfaction

y Get an overview of various deploy-ment options for SAP Cloud for Service, including insight into key migra-tion and integration considerations

y See how to extend SAP Cloud for Service capabilities onto mobile devices to empower service agents with the ability to respond to customer inquiries anywhere, anytime

Track 1

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The future of customer engagement

Track 1 continued


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SAP Customer Engagement Intelligence: Options, considerations, and best practices for various installation and deployment scenariosRajesh Gupta, Deloitte ConsultingThis session will provide you with an overview of SAP Customer Engagement Intelligence deployment options, including criteria for determining which implementation approach best fits your business requirements. Walk away from this session with:

y Tips and tricks for implementing SAP Customer Engagement Intelligence

y Insight into various deploy-ment scenarios and options, including standalone, add-on, and various Hub deployments

y Guidelines to streamline integration with SAP ERP data or SAP CRM data using an “easy integration” and “incre-mental” implementation approach

Staying ahead of the curve: Leading practices for leveraging disruptive technologies to gain a competitive advantageBill Ziska, Deloitte DigitalAttend this interactive session to discuss the impact of disruptive innovation and the new world of customer experience, and what you need to do now to prepare for and thrive in it. You will:

y Gain insight into how disruptive technologies and new business models, such as 3D printing, near field communications, and electronic payment models, are changing the landscape for your business and what you can do now to prepare

y Get proven strategies to stay relevant in this rapidly changing environment and engage with your customers and partners to ensure you are keeping up with their evolving needs

y Learn how to use predictive methods to drive growth, outpace your competi-tion, and offset disruptive technologies

Track 1 continued


Panel discussion

Leading customers share their strategies for maximizing SAP CRM ROIModerator: Anne Fish, SAP, Panelists: Joe Harmon, Hallmark Cards; Craig Parker, Genband Don’t miss this opportunity to get answers to your most critical questions around SAP CRM ROI, such as:

y How can I go beyond short-term efficiency gains to maximize CRM effectiveness?

y What baseline measurements can be used to determine long-term ROI?

y How can I use the analytical capabil-ities in SAP CRM to measure ROI?

y What’s the best way to leverage technol-ogies like mobility and SAP HANA to gain a competitive advantage?

Walk away with dozens of practical and easy-to-implement ideas to achieve a higher return on your SAP CRM investment.

Thinking outside the “innovation box:” How to establish an innovation strategy that’s unique to your business objectives Bill Ziska, Deloitte DigitalAttend this session to learn how to become a better innovator and see how leading compa-nies achieve long-term success in today’s competitive markets by adding discipline and order to systematically discover new sources of growth. Attendees will explore:

y How to develop your own signa-ture innovation capabilities, systems, and structures, including lessons to integrate them across the business, from development of governance structures to establishment of perfor-mance metrics and incentives

y 10 different types of innovation and how they may fit within your company to help drive and sustain enterprise-wide growth

y Leading practices to get the most out of your innovation program with a portfolio approach that balances core, adjacent, and transformational innovations

Staying ahead of the curve: Leading practices for leveraging disruptive technologies to gain a competitive advantageBill Ziska, Deloitte DigitalAttend this interactive session to discuss the impact of disruptive innovation and the new world of customer experience, and what you need to do now to prepare for and thrive in it. You will:

y Gain insight into how disruptive technologies and new business models, such as 3D printing, near field communications, and electronic payment models, are changing the landscape for your business and what you can do now to prepare

y Get proven strategies to stay relevant in this rapidly changing environment and engage with your customers and partners to ensure you are keeping up with their evolving needs

y Learn how to use predictive methods to drive growth, outpace your competi-tion, and offset disruptive technologies

A guide to new and enhanced capabilities for SAP CRM on-premiseJohn Burton, SAP LabsAttend this session to learn how to optimize existing investments in SAP CRM by taking advantage of new and enhanced capabilities for your on-premise landscape. By attending, you will:

y Explore options and use cases to enhance the performance of on-premise CRM applications by leveraging them in conjunction with SAP HANA

y Obtain best practices for using SAP Fiori to enable personalized and stream-lined access to SAP CRM applications on any device, and see how this improves user experience and adoption

y Get an overview of new add-on packages that extend the capabil-ities of SAP CRM on-premise

Come away with roadmap details and options for influencing the future direction of SAP CRM on-premise, including information on participating in the SAP Customer Connection program.

Making sense of mobile CRM: A guide to navigating the latest applications and use casesPete Lagana, Excellis InteractiveWith the ever-changing landscape of mobility, SAP CRM customers have more options — and more questions — than ever before. This session provides clarity around SAP’s mobile offerings and how they relate to today’s SAP CRM customer. Attend to:

y Explore SAP solutions and platforms that support an SAP CRM mobile initiative, including capabilities, require-ments, and use cases of each

y Step through real-world examples of how leading organizations have success-fully mobilized their customer sales and support teams, and gain insight into critical business and technical decisions

y Obtain criteria to help determine whether your CRM mobile require-ments can be met using standard, out-of-the-box offerings from SAP, and when customization may be necessary

CRM strategies

Track 2


Track 1 continued


Track 2 continued

Selling to people, not contacts: Expert strategies for mastering the art of social selling Heidi Tucker, InsideViewStudies show that on average, customers will contact a sales rep when they’ve already completed 60% of the purchasing decision process. How do you get ahead of that? Attend this session and discuss how to incor-porate social selling tactics into your sales processes, including insight into:

y The demographic of social buyers and the top 10 drivers that influ-ence their purchase decisions

y Use case examples that illustrate how industry leaders are achieving measureable results from social selling and marketing programs

y The core fundamentals of social selling – find the right person, be the right person, create the right message, and know the right time

Take home the eBook, “The Transformation to Social Selling: Selling to People, Not Contacts”.

An updated guide to leveraging the latest SAP CRM rapid deployment solutions Seema Thomas, SAP LabsThis session provides a detailed review of SAP CRM rapid deployment solutions, recom-mended use cases, and expert guidance on whether and how to leverage them to stream-line your next CRM initiative. Attend to:

y Understand the methodology behind the rapid deployment approach, and review the types of projects for which the solution is appropriate

y Learn about the latest rapid deployment solutions for customer engagement and commerce (CEC), analytics, big data, social media, and how they can be leveraged on-premise, in the cloud, or via a hybrid deployment model

y Explore options for deploying SAP customer 360-degree solutions via a rapid deployment approach

Track 1 continued


Best practices for leveraging the latest capabilities delivered in SAP Cloud for SalesJack Nehmer, SAPThis session takes a detailed look at SAP’s latest innovation to improve the efficacy of your sales organization with SAP Cloud for Sales. You will:

y Discover how to enable your sales force to more easily collabo-rate with their teams and access the most relevant information with mobile and social capabilities

y See how to empower your sales force with personal productivity tools, such as groupware integration, that reduce time spent on administrative tasks and allow your reps to work the way they like to

y Learn how to integrate SAP Cloud for Sales with SAP CRM and SAP ERP to provide your sales team a 360-degree view of the customer

Adapting sales functionality in SAP CRM 7.0 to support optimal key account management across a global landscape Dr. Ahmed Hezzah, AccentureThis session provides leading practices for leveraging SAP CRM 7.0 sales functions to enhance the efficiency of key account management, including tips to configure and update the key account hierarchy, synchro-nize it with your master data system, and use it to manage authorizations. By attending, you will get lessons to:

y Use the standard opportunity management functionality to struc-ture your key account master projects and manage pipelines

y Utilize the reporting capabilities in SAP CRM 7.0 to create a consolidated view of your key accounts for easier manage-ment and more efficient sales planning

y Establish a solid authorization concept that provides appropriate account access to key account managers on a global, regional, or country level

Case study

Lessons learned from Central Florida Health Alliance’s SAP Cloud for Sales initiative Michael Sisto, Central Florida Health AllianceGain valuable insight and proven strate-gies from Central Florida Health Alliance, Inc. (CFHA) to successfully implement SAP Cloud for Sales, manage user adoption, and drive fast time to value. By attending, you’ll gain valuable insights into:

y Techniques and tools the company used to simplify the implementation process, including how it managed migration

y Details on the company’s change management program and how it increased adoption and usage of the cloud-based sales technology

y Best practices for post-implementa-tion success, including tips for tracking usage, analyzing feedback, identi-fying performance gaps, and more

Case study

SAP CRM Interaction Center innovation at Ivoclar Vivadent: How the company drives enhanced sales efficiency through optimal call list managementChristopher Burton, Ivoclar VivadentDiscover how Ivoclar Vivadent exploits call list management capabilities to enable sales agents to touch twice as many accounts and cover significantly larger territories through outbound calls. Attend this session and get lessons to:

y Utilize the SAP CRM Interaction Center to build call lists based on account classification and industry segment, and get best practices to create marketing call campaigns by target audience for your inside sales team

y Plan, target, and create Call List Management that incorporates reactive "call back appointments,” as well as proactive opportunity pipeline calls to your customer base

Take home pre-recorded demos of call list creation along with sample code to incorpo-rate the call list program into your SAP CRM Interaction Center’s Web UI.

Case study

Increased sales productivity at Waters: An inside look at the company’s SAP Mobile Platform initiativeSeshagiri Gopi, WatersThis session takes an in-depth look at how Waters increased the turnaround time on its overall sales cycle and provided a more user-friendly experience for its sales force, while maintaining existing investments in SAP CRM. Attendees will:

y Obtain best practices from Waters for a successful mobile CRM initia-tive — from designing and deploying sales applications on the SAP Mobile Platform to ensuring integra-tion with existing CRM processes

y Hear how the company exploited mobile capabilities to drive a more user-friendly SAP CRM experience for its sales force, including single sign-on (SSO) via a unified interface

y Get strategies from Waters for optimizing user adoption of mobile SAP CRM post-go-live

Sales


Track 3

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Track 3 continued

Case study

How Mentor Graphics revamped its quotation model and reduced data entry key-clicks by 50% John Birchall and Abhishek Tripathi, Mentor Graphics CorporationThis session offers insight into how Mentor Graphics replaced its SAP ECC quotation system with a simplified and intuitive quote entry model using SAP CRM, including details on required configuration and integration. Attend to:

y Gain insight into the company’s approach to using SAP CRM’s Web UI and how it customized standard function-ality to enable more intuitive quotations

y Get lessons learned from Mentor Graphics to avoid or overcome common integration pitfalls, including how the company leveraged the LORD architecture to display SAP ECC fields in the SAP CRM Web UI

y Obtain best practices from the company for intuitive Web UI design in SAP CRM

An updated guide to streamlining the configurable products sales cycle Seema Thomas, SAP LabsThis session provides an overview of SAP CRM solutions that support product configuration in the sales process and improve the accuracy of configurable product quotes. Attend to:

y Gain an understanding of the various options for supporting product config-uration in the SAP CRM sales process, including alternate approaches using SAP Cloud for Customer

y Step through a demo that examines best practices for creating an accurate configurable product quote in SAP CRM

y Hear roadmap details from SAP about its future direction around configurable products sales

Selling to people, not contacts: Expert strategies for mastering the art of social selling Heidi Tucker, InsideViewStudies show that on average, customers will contact a sales rep when they’ve already completed 60% of the purchasing decision process. How do you get ahead of that? Attend this session and discuss how to incor-porate social selling tactics into your sales processes, including insight into:

y The demographic of social buyers and the top 10 drivers that influ-ence their purchase decisions

y Use case examples that illustrate how industry leaders are achieving measureable results from social selling and marketing programs

y The core fundamentals of social selling — find the right person, be the right person, create the right message, and know the right time

Take home the eBook, “The Transformation to Social Selling: Selling to People, Not Contacts”.

Case study

How Bentley Systems simplified its global sales processes to seamlessly manage the entire sales cycle with SAP Cloud for SalesKiran Koons and Ashwin Guduru Veera, Bentley SystemsBentley Systems wanted to boost sales effec-tiveness, improve new user adoption, and provide a complete mobile experience. Learn how the company integrated its sales processes in SAP CRM with the SAP Cloud for Sales platform to support its global sales needs and successfully operate in a hybrid on-premise/ cloud mode. Attend this session and take an inside look at how Bentley Systems was able to:

y Achieve integration between on-premise SAP CRM and SAP Cloud for Sales using the SAP HANA Cloud Integration technology

y Seamlessly manage the entire sales cycle, from account to activ-ities, leads and opportunities

y Extend mobile outreach to sales teams with information anywhere, anytime through integra-tion with Microsoft Outlook

Optimize sales force assignments by exploiting key territory management functionality Christian Matz, ECENTA AGAttend this session to learn how to configure and utilize new territory management functionality to streamline sales force assign-ments, key account management, and decision-making processes in your organiza-tion. You will come away with best practices to:

y Utilize rules and conditions for more effective territory modeling, including tips to assign custom criteria to extend standard rules

y Properly assess reporting and security options

y Design your territory hierarchy and keep it aligned with your SAP ERP system

y Leverage territory hierarchies for security and access control

Track 1 continued


A guide to marketing solutions from SAP: Contextual, relevant and simpleVikas Venugopal, SAPThis session provides an overview of the SAP and hybris marketing offerings, including recent and planned innovations around real time context, personalized messaging, marketing planning and customer engage-ment management across multiple channels. By attending, you will:

y Explore how to leverage the latest marketing capabilities from SAP and hybris to improve the produc-tivity of your marketing organization and drive business results

y Understand the full offering and functionality, including recent innovation in real time event driven marketing and social campaigns

y Step through real-world use cases for insight into the most effective ways to leverage marketing solutions to optimize end-to-end marketing process across planning, execution and analysis

Marketing Experiences and Agility: Turn your customers into fansVikas Venugopal, SAPJoin this session for best practices to reach customers through a tailored marketing approach, including tips for delivering the right message at the right time, in the right channel, with the right context. You will:

y Obtain leading practices for lever-aging an omni-channel execution approach, and get tips to determine the most appropriate channel depending on audience and context

y Get tips to develop and maintain loyalty across customers and prospects

y Hear real world examples of how organizations like yours are turning their customers into fans with personalized engagement

Expert strategies for developing or improving your customer loyalty programArun Krishnan, AccentureAttend this session to learn the most effective ways to exploit key capabilities delivered in SAP CRM loyalty management to acquire and retain the best customers, encourage profit-able customer behaviors, and build customer loyalty. Attend for:

y Best practices to streamline an SAP CRM loyalty management imple-mentation, including tips for sizing, performance testing, and user adoption

y Options for customizing loyalty activity, member, and business rules modeling to meet unique business requirements

y Lessons to integrate loyalty manage-ment capabilities into other CRM processes to optimize multi-channel campaigns and loyalty programs

Marketing insight: Turn your customer data into dollarsChris Dircks, SAPThis session will be a deeper dive into making smarter marketing decisions with real time contextual understanding of your customers. Learn how understanding the journey of each known and unknown customer will improve the execution of your digital marketing, commerce and sales strategies. You will:

y Learn to effectively collect and consolidate 1st, 2nd and 3rd party customer data to create a holistic view of your customer

y Understand how to score and profile the behavior of your customers automat-ically in real time, without a PhD

y See how to build a marketing data platform to improve your existing marketing execution, and engage in ways you didn’t think were possible

Leading strategies to extend your marketing reach using SAP Real-Time Offer Management Jaqueline Najera, Deloitte ConsultingThis session explores options and require-ments for exploiting real-time offer capabilities to generate maximum ROI from existing marketing functions and processes in SAP CRM. Attend to:

y Get an overview of SAP Real-Time Offer Management and discover what’s required to leverage it in SAP CRM, including key integration points and technical prerequisites

y Learn how to set up real-time offer campaigns for inbound customer inter-actions on the marketing Web Client and publish them to the SAP Real-Time Offer Management engine

y Explore options for leveraging SAP Real-Time Offer Management on SAP HANA and in the SAP HANA Enterprise Cloud, and how the requirements and capabili-ties differ from a traditional deployment

Marketing

Track 4

Track 1 continued


Improving customer service through streamlined contact center operations Neal Shact, CommuniTech ServicesThis session offers expert recommenda-tions and techniques for improving customer engagement and driving service excellence within the contact center. By attending, you’ll learn how to:

y Leverage enterprise knowledge to provide customers with a seamless experience no matter what commu-nications channel they use

y Add communications capabilities to your extended SAP CRM landscape, including options for SAP Cloud for Customer, mobile platforms, and more

y Build a business case to deliver superior customer engagement and quantify the ROI and TCO of supporting investments, as well as tips to avoid common pitfalls that cause unnecessary costs and delays

Case study

Lessons from Festo to exploit key SAP CRM interaction center to optimize enterprise-wide customer contactFederico Kamelhar, FestoAttend this session and find out how Festo streamlined operations and enhanced customer contact in its organization. By attending this session, you will:

y Get lessons and strategies from Festo’s multi-national contact center project, including an inside look at its imple-mentation roadmap and timeline

y Hear how the company integrated operations across 23 interna-tional contact centers to enable an end-to-end customer service strategy across its organization

y Explore key contact center integra-tion points that enhanced sales and marketing activities at Festo





Customizing and extending SAP Cloud for Customer applications to suit your needsScott Druckenmiller, SAP LabsThis session examines options for extending upon the standard functionality in SAP Cloud for Customer to meet unique business and user requirements. Attendees will:

y Understand which features are configu-rable in SAP Cloud for Sales, SAP Cloud for Service, and SAP Cloud for Social Engagement, and how to leverage key user tools to streamline the process

y Review options for extending upon the standard integration path between SAP Cloud for Customer and existing SAP CRM and SAP ERP applications

y Get tips for improving the user experi-ence on the cloud, including how to add custom fields to the SAP Cloud for Customer interface

Live demo

An omni-channel approach for driving customer service excellencePrashant Dube, SAP CanadaThis demo-heavy session explores how to achieve service excellence through an omni-channel approach using SAP Cloud for Service. By attending, you will:

y Examine how SAP Cloud for Service provides a unified experience for the customer across multiple channels, enabling improved service efficiency and enhanced customer satisfaction

y Get an overview of various deploy-ment options for SAP Cloud for Service, including insight into key migra-tion and integration considerations

y See how to extend SAP Cloud for Service capabilities onto mobile devices to empower service agents with the ability to respond to customer inquiries anywhere, anytime

Customer service


Track 5

Track 1 continued


Track 5 continued

A guide to extending reporting capabilities and analytics with SAP Cloud for Customer Carlye Bartel, SAPThis session provides a firsthand look at how to leverage existing reports to get the data you want within SAP Cloud for Customer, as well as how easy it is to create custom reports. By attending, you will learn through live demonstrations how to:

y Configure standard reports in SAP Cloud for Customer in order to see the data you want

y Create custom reports by lever-aging data sources in SAP Cloud for Customer, as well as how to report on any object within the application

y Leverage any report, including custom reports, on a mobile device

Live demo

Engage with customers through social media like never before with SAP Cloud for Social Engagement Carlye Bartel, SAPThis live demo session provides a firsthand view of SAP Cloud for Social Engagement and how it empowers call center staff to engage with customers through social media channels such as Twitter and Facebook. Attend this session and gain:

y Tips to monitor what’s being said about your company or products on social media channels and how to prevent negative posts from going viral

y Techniques to turn your social prospects into potential customers

y Insight into the analytical capabili-ties delivered in SAP Cloud for Social Engagement and critical KPIs that social teams should measure

An up-to-date guide to the SAP Cloud for Customer integration strategy Jack Nehmer, SAPIf you are evaluating or currently migrating to SAP Cloud for Customer — which includes SAP Cloud for Sales, SAP Cloud for Service, and SAP Cloud for Social Engagement — then you can’t afford to miss the integration updates and best practices presented in this session. By attending, you will gain:

y Guidelines for integrating SAP Cloud for Customer with existing SAP CRM and SAP ERP applications, including required configuration on the on-premise, middleware, and cloud levels

y Insight into which tools SAP recom-mends to achieve optimal integration between on-premise and cloud-based SAP CRM systems, including examples of various integration scenarios customers have requested from SAP

y Roadmap details on the SAP Cloud for Customer and SAP CRM on-premise integration strategy

An updated guide to SAP Field Service managementPrashant Dube, SAP CanadaThis session provides a demo of and detailed insight into the latest innovations in SAP Field Service capabilities. Attendees will:

y Find out how SAP’s mobile solutions enable field service representatives to track their workload, efficiently execute their work with all the neces-sary information and equipment to get the job done right on the first call, and ensure billing is executed

y Explore enhanced options for field service scheduling and dispatching and examine criteria to help determine the best resource sched-uling tool for your needs

y Understand the full scope of capabili-ties in SAP’s end-to-end field service from initial customer contact to work completion and follow-up

Case study

SAP CRM Interaction Center innovation at Ivoclar Vivadent: How the company drives enhanced sales efficiency through optimal call list managementChristopher Burton, Ivoclar VivadentDiscover how Ivoclar Vivadent exploits call list management capabilities to enable sales agents to touch twice as many accounts and cover significantly larger territories through outbound calls. Attend this session and get lessons to:

y Utilize the SAP CRM Interaction Center to build call lists based on account classification and industry segment, and get best practices to create marketing call campaigns by target audience for your inside sales team

y Plan, target, and create Call List Management that incorporates reactive "call back appointments,” as well as proactive opportunity pipeline calls to your customer base

Take home pre-recorded demos of call list creation along with sample code to incorpo-rate the call list program into your SAP CRM Interaction Center’s Web UI.

Greater insights into customer service operations: Innovative reporting and analysis options for ensuring a high-performing contact center Carmen Melcher, ECENTA AGThis session offers leading practices for lever-aging the analytical capabilities of SAP Contact Center to glean greater insights into customer behavior and drive more accurate contact center management. Attendees will:

y See how to exploit historic and real-time analysis capabilities to monitor and adapt customer service opera-tions in real time based on service levels, queues, agents, and contacts statistics

y Explore options for leveraging SAP HANA and SAP BusinessObjects™ BI solutions in conjunction with SAP CRM to enhance contact center reporting, including insight into key integration points

y Obtain best practices for ensuring the accuracy of contact routing and resource planning


Track 1 continued


Track 5 continued

Case study

The innovative ways Dow Chemical increased control, automation, and accuracy across global customer service operations Arvind Pejavara, Dow ChemicalSee firsthand how Dow Chemical maximized the effectiveness of global customer service operations by exploiting key capabilities of the SAP CRM Interaction Center. By attending this session, you will:

y Gain insight into how the company configured an email response manage-ment system (ERMS) to automatically process inbound emails and route them to the most appropriate agent based on business process and geography

y Hear how the company enabled single sign-on (SSO) across multiple portals and controlled access with custom authorizations

y See how Dow Chemical leverages key metrics, dashboards, and vital statistics to measure and improve customer service activities

Increase the efficiency of your high-volume contact center environment using the email response management system (ERMS)Russell McLean, Deloitte ConsultingAttend this session to learn how to configure and deploy the email response management system (ERMS) tool in a consumer facing environment. You will get an understanding of:

y What’s required to implement ERMS, including insight into settings, functions, and rules that need to be activated to push email to the CMS for interaction center distribution

y Options for creating custom rules in ERMS, such as indicating email priority level or associating it with a specific business transaction

y Strategies to manage a large number of inbound queues and streamline operations to enable a consistent customer experience

Track 1 continued


Why hybris, why now? An updated guide to SAP’s omni-channel commerce strategyRiad Hijal, SAPAttend this session for an inside look at hybris, SAP’s omni-channel commerce solution, and come away with insight into:

y How it equips businesses with the enhanced data and tools necessary to optimize their customer experi-ence across all customer touch points

y Best practices and use cases for lever-aging an integrated hybris and SAP solution to engage better with customers, solidify customer loyalty, and maximize profits over the long term

y Details on the integration strategy and product roadmap for the joint hybris and SAP offering

Case study

How Mentor Graphics revamped its quotation model and reduced data entry key-clicks by 50% John Birchall and Abhishek Tripathi, Mentor Graphics CorporationThis session offers insight into how Mentor Graphics replaced its SAP ECC quotation system with a simplified and intuitive quote entry model using SAP CRM, including details on required configuration and integration. Attend to:

y Gain insight into the company’s approach to using SAP CRM’s Web UI and how it customized standard function-ality to enable more intuitive quotations

y Get lessons learned from Mentor Graphics to avoid or overcome common integration pitfalls, including how the company leveraged the LORD architecture to display SAP ECC fields in the SAP CRM Web UI

y Obtain best practices from the company for intuitive Web UI design in SAP CRM

Reinvent the SAP CRM 7.0 user experience with SAP FioriJohn Burton, SAPAttend this session to learn how to deliver a user experience in SAP CRM 7.0 that is personalized, responsive, and simple. Explore modern design and UX principles and gain techniques to enhancing the new user experi-ence with SAP Fiori. Attend to:

y Discover how to enable a holistic and consistent user experi-ence across multiple devices

y Learn how to leverage SAP Fiori to boost user productivity and satisfaction

y Gain an in-depth understanding of SAP Fiori UX design principles

Key business and technical considerations for a successful hybris project Phillip Stickling, SYCOR GroupThis session examines the most critical factors of a hybris project and provides expert guidance to properly prepare for and execute on them. Gain insight into the most effective ways to:

y Develop a common understanding of your company’s omni-channel vision and the business goals and objectives shared among all project participants

y Minimize risks and maximize efforts during the complete hybris project process, including tips to choose the right implementation partner for your specific purposes and collec-tively develop a common vision

y Overcome structural and technical challenges with best practices for choosing the most appropriate project resources, system architec-ture, implementation approach, and quality assurance methods

Considerations and best practices to leverage SAP Fiori applications for SAP CRM on SAP HANA Sarah Lottman, NIMBLThis session provides guidelines to configure, deploy, and use SAP Fiori applications for SAP CRM on SAP HANA, including expert insights into:

y Configuration fundamentals, including key differences and similarities between analytical and transactional applications

y Customization and extensibility options for SAP Fiori apps deployed on SAP CRM on SAP HANA

y Requirements and capabilities of the “sales performance” and “simulate sales pipeline” applications in SAP Fiori, and view a live demo of both applications

Web and e-commerce

Track 6

Track 1 continued


Expert techniques to achieve and maintain high-quality customer and contact data in SAP CRMChristian Elgaard, Implement Consulting GroupThis session examines the most effective ways to leverage standard tools in SAP CRM for creating and keeping customer and contact data accurate and up-to-date, including lessons to:

y Leverage de-duplication, workflow, forms, and other useful features to improve data quality

y Assess the quality of your customer and contact data and get tips to monitor, measure, and maintain its quality

y Create and maintain an organiza-tional policy on data standards in place, and how a well-defined governance model ensures smooth data flow

y Build a Data Quality Issue Reporting framework based on service tickets in SAP CRM

Properly securing customer data: Guidelines and options for leveraging SAP CRM authorizations and the Access Control EngineChristian Matz, ECENTA AGThis session goes beyond the traditional authorizations setup in SAP ERP and examines how to leverage the Access Control Engine (ACE) to secure customer data and applica-tions. Attend to:

y Get an overview of common authori-zations and security concepts in SAP CRM and understand how to deter-mine the right level of access control

y Get an overview of the ACE and learn how to configure it and use it to control access based on relation-ships, role assignments, and other information stored in SAP CRM

y Evaluate criteria to determine whether authorization concepts in SAP CRM will meet your organization’s security require-ments or if the ACE makes more sense, including a review of the benefits, limita-tions, and implications of each approach

Best practice approach for master data management in SAP CRM Ven Gutta, Deloitte ConsultingAttend this session to learn the most effec-tive ways to manage and integrate master data within SAP CRM, including field-tested techniques to:

y Enhance middleware configuration to streamline the transfer of trans-actions and master data between SAP CRM and SAP ERP, including tips to ensure attributes are in sync and mitigate risks during data distribution

y Avoid or overcome challenges associ-ated with high volume data creation, as well as data replication and distribution

y Improve SAP CRM data integrity, including special considerations for organizational data, and ensure master data synchronization

A guide to extending reporting capabilities and analytics with SAP Cloud for Customer Carlye Bartel, SAPThis session provides a firsthand look at how to leverage existing reports to get the data you want within SAP Cloud for Customer, as well as how easy it is to create custom reports. By attending, you will learn through live demonstrations how to:

y Configure standard reports in SAP Cloud for Customer in order to see the data you want

y Create custom reports by lever-aging data sources in SAP Cloud for Customer, as well as how to report on any object within the application

y Leverage any report, including custom reports, on a mobile device

An up-to-date guide to the SAP Cloud for Customer integration strategy Seema Thomas, SAP LabsIf you are evaluating or currently migrating to SAP Cloud for Customer — which includes SAP Cloud for Sales, SAP Cloud for Service, and SAP Cloud for Social Engagement — then you can’t afford to miss the integration updates and best practices presented in this session. By attending, you will gain:

y Guidelines for integrating SAP Cloud for Customer with existing SAP CRM and SAP ERP applications, including required configuration on the on-premise, middleware, and cloud levels

y Insight into which tools SAP recom-mends to achieve optimal integration between on-premise and cloud-based SAP CRM systems, including examples of various integration scenarios customers have requested from SAP

y Roadmap details on the SAP Cloud for Customer and SAP CRM on-premise integration strategy

Considerations and best practices to leverage SAP Fiori applications for SAP CRM on SAP HANA Sarah Lottman, NIMBLThis session provides guidelines to configure, deploy, and use SAP Fiori applications for SAP CRM on SAP HANA, including expert insights into:

y Configuration fundamentals, including key differences and similarities between analytical and transactional applications

y Customization and extensibility options for SAP Fiori apps deployed on SAP CRM on SAP HANA

y Requirements and capabilities of the “sales performance” and “simulate sales pipeline” applications in SAP Fiori, and view a live demo of both applications

Technical infrastructure and data management

Track 7


Track 1 continued


Track 7 continued

How to improve productivity using CRM Fiori Applications powered by HANASarah Lottman, NIMBLThis session provides insight into the two Fiori application types that run on CRM HANA- Analytical and Transactional. Attendees will deep-dive into the various Fiori appli-cations available for CRM on HANA and discuss considerations and best-practices for deploying them. By attending, you will:

y Learn configuration basics for Transactional application and Analytical application

y Explore customization and exten-sibility options for Fiori

y Step through a live demonstration of the analytical app Marketing Gener-ated Leads and transactional application Simulate Sales Pipeline application

Track 1 continued


Case study

Keeping it simple from the start: How VELUX A/S leveraged a global template to streamline its recent SAP CRM 7.0 rolloutDavid Varey, VELUX A/SExplore the concept of a global implemen-tation template and see how VELUX A/S streamlined processes and reduced costs during its recent sales transformation project by leveraging one. By attending this session, you will gain insight into:

y How and why VELUX A/S leveraged an implementation template to serve as a foundation for its recent SAP CRM rollout

y Standard components in VELUX A/S’ SAP CRM template, including how it was localized to meet country-specific regulatory and legal requirements

y Lessons learned and strategies for post-project success, including tips to enable continuous development and improvement, intuitive support and maintenance, and inclusive governance

Key business and technical considerations for a successful hybris project Phillip Stickling, SYCOR GroupThis session examines the most critical factors of a hybris project and provides expert guidance to properly prepare for and execute on them. Gain insight into the most effective ways to:

y Develop a common understanding of your company’s omni-channel vision and the business goals and objectives shared among all project participants

y Minimize risks and maximize efforts during the complete hybris project process, including tips to choose the right implementation partner for your specific purposes and collec-tively develop a common vision

y Overcome structural and technical challenges with best practices for choosing the most appropriate project resources, system architec-ture, implementation approach, and quality assurance methods

An updated guide to leveraging the latest SAP CRM rapid deployment solutions Seema Thomas, SAP LabsThis session provides a detailed review of SAP CRM rapid deployment solutions, recom-mended use cases, and expert guidance on whether and how to leverage them to stream-line your next CRM initiative Attend to:

y Understand the methodology behind the rapid deployment approach, and review the types of projects for which the solution is appropriate

y Learn about the latest rapid deployment solutions for customer engagement and commerce (CEC), analytics, big data, social media, and how they can be leveraged on-premise, in the cloud, or via a hybrid deployment model

y Explore options for deploying SAP customer 360- degree solutions via a rapid deployment approach

Case study

Lessons learned from Central Florida Health Alliance’s SAP Cloud for Sales initiative Michael Sisto, Central Florida Health AllianceGain valuable insight and proven strate-gies from Central Florida Health Alliance, Inc. (CFHA) to successfully implement SAP Cloud for Sales, manage user adoption, and drive fast time to value. By attending, you’ll gain valuable insights into:

y Techniques and tools the company used to simplify the implementation process, including how it managed migration

y Details on the company’s change management program and how it increased adoption and usage of the cloud-based sales technology

y Best practices for post-implementa-tion success, including tips for tracking usage, analyzing feedback, identi-fying performance gaps, and more





Preparing your technical landscape for an SAP CRM on SAP HANA implementationRajesh Gupta, Deloitte ConsultingThis session provides an overview of critical sizing, integration, data quality, and perfor-mance factors that must be addressed when adopting SAP CRM on SAP HANA. Attendees will learn:

y How the architecture of SAP CRM on SAP HANA differs from a tradi-tional SAP CRM landscape

y Guidelines to plan your technical landscape for running SAP CRM product on SAP HANA

y Best practices for implementing SAP CRM on SAP HANA with minimum disruption and maximum business value

CRM project management

Track 8

Send your team! Bring your team and you can divide and conquer all of your learning objectives. Call Scot McLellan at +1-781-751-8695 to learn how your organization can take advantage of exclusive group rates.

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crm 2015 brochure agenda

Business

sap sales

sap experts

sap partners

sap solutions

sap crm onpremise investments

pm lunch

direction of crm

pm breakout sessions