sap crm 7 - docshare01.docshare.tipsdocshare01.docshare.tips/files/15708/157087096.pdf · sap crm...

SAP CRM 7.0

Overview

SAP CRM 7.0 – Marketing

© SAP 2007 / © SAP 2007 / Page 2

1.Overview

2.CRM Marketing – Features and Functions

3.Focus on the User

Agenda

© SAP 2007 /

Marketing Environment

The bottom line: increasing accountability

Increase

efficiency

Increase

effectiveness

Budgets are being cutMarketing must do more with less: smaller budgets and

fewer resources

CEOs are demanding moreMarketers are called to play a more strategic role in

building business and thus deliver greater results

© SAP 2007 /

Marketing effectivenessFocus on customer conversions

Marketing efficiencyFocus on operational excellence

Deliver on results with fewer resources

React quickly to dynamic market conditions

Understand marketing spend and its effectiveness

Integrated enterprise marketing processes

Increased Accountability Drives Marketing to

Improve

Drive customer demand

Identify and grow high-value customers

Connect with target customers

Improve sales and marketing coordination

Increase customer loyalty

Build long-term customer relationshipsProductivity gains and cost reductions

© SAP 2007 /

Marketing analytics

Marketing capabilities in SAP CRM

Web and e-mail

PartnersDirect mail

Call center

Field sales

Customer

Predictive analytics

Lead management

Lead generation

Lead qualification

Lead distribution

Segment and list management

External list import

Segments and list mgmt

Marketing attributes

Campaign management

Multichannel execution

E-marketing

Dialog marketing

Mkt. resource management

Strategy and planning

Budget and costs

Couponing

Measurement and reporting

Customer analytics

Forecasting and planning

Branches or stores

WirelessPOS and

ATMs

Optimization and refinement

Product analytics

Loyalty management

Program management

Reward rule management

Membership handling

Marketing Capability in SAP CRM – Building

Blocks

© SAP 2007 /

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 / © SAP 2007 / Page 7

1.Overview


3.Focus on the User

Agenda

© SAP 2007 /

SAP CRM Marketing Offerings

SIMPLIFIED FLEXIBLE COMPREHENSIVE

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 /


SAP CRM Marketing empowers marketers to connect with customers by

offering comprehensive capabilities

Marketing Resource Management

Segmentation and List Management

Campaign Management

Lead Management

Loyalty Management

COMPREHENSIVE

Marketing Analytics

© SAP 2007 /

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 /

The MRM Solution from SAP

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

including

CouponingScenario Planning

Seamless integration with campaign management and trade promotion

management

Leveraging SAP ERP Financials for financial execution and control

Marketing Planning and Budgeting Marketing Calendar

Integrated Analytics with Sample Content

© SAP 2007 /

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

flexible, long-term plans

Wikipedia

Scenario Planning

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 /

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 /

Marketing Planning and Budgeting

Enabling a holistic, disciplined approach to planning and budgeting

Incorporate goals and targets into marketing planning

Flexible key figure definitionwith sample content delivered

Top-down planning functionality leveraging BI BPS

Integrated with financials

Improved visibility

Marketing Plan

Consumer MarketingTrade Marketing

Where

When

Who

national international

Region 1 Region n

Campaign

national international

Region 1 Region n

Television

Print

Radio

Media

© SAP 2007 /

Couponing

CouponA 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 /






Campaign Management

Lead Management

Loyalty Management

COMPREHENSIVE

Marketing Analytics

© SAP 2007 /

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 /

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"

CRM7.0 - what is new with Segmentation?

© SAP 2007 /

Segmentation in CRM Web UI

© SAP 2007 /

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 /

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 /

List Management in CRM Web UI - Upload of

millions of data records

© SAP 2007 /






Campaign Management

Lead Management

Loyalty Management

COMPREHENSIVE

Marketing Analytics

© SAP 2007 /

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 /

Campaign Management in CRM Web UI

Campaign Development – Define Campaign Type, Tactic and further attributes

© SAP 2007 /

Campaign Management in CRM Web UI – Campaign

Automation

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

© SAP 2007 /

Campaign Execution Channels

Personalized communication across all direct mail interaction channels

E-mail

Direct mail

External Agency

Interaction Center / Telemarketing

Field

Web Shop / Inbound

SMS

Fax

…

Web and e-mail

PartnersDirect mail

Call center

Field sales

Customer

Branches or stores

WirelessPOS and

ATMs

© SAP 2007 /

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 /






Campaign Management

Lead Management

Loyalty Management

COMPREHENSIVE

Marketing Analytics

© SAP 2007 /

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 /

Lead Management in CRM Web UI

© SAP 2007 /






Campaign Management

Lead Management

Loyalty Management

COMPREHENSIVE

Marketing Analytics

© SAP 2007 /

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 /

Loyalty Management - Functional Building Blocks

Integrate / Collaborate

Program

Management

Membership

Handling

Program Partners

Management

Points

Management

Tier based Point

Expiration

Dynamic Attributes

Tier Management

Program Creation

Point Expiration

Processing

Online Member

Activity Processing

Batch Member

Activity Processing

Simulation of Rule

Processing

Scalable Engine

Component

Tier Evaluation

Processing

Point Account

Management

Member Tier

Management

Member Activities

Basic Membership

Card Handling

Membership Types

and Registration

Member Profile

Maintenance

Processing

Engine

Sales Order

IntegrationIC Integration

Loyalty API

Connectivity

Web Channel

Integration

Reward Rules

Management

Version

Management

Template & Expert

mode maintenance

Partner

Sponsorship

Robust Rule

Modeling

Rule Scheduling

Campaign

Integration

© SAP 2007 /

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 /

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 /

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 /

Focus on the User

Boosting user adoption and productivity:

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

FLEXIBLE COMPREHENSIVE SIMPLIFIED

© SAP 2007 /

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 /

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 /

Focus on the User

Flexible delivery model

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

Adaptable

Adaptive to customer’s unique business needs with easy and quick configuration

COMPREHENSIVE SIMPLIFIED FLEXIBLE

© SAP 2007 /

Consistent functionality

Same user interface

Same data model

Consistent customizing and configuration

Consistent user and admin data

Continuity in customer relationships

Same database structure

Deploy

on demandDeploy

on premise

Immediate deployment

Immediate business impact

Fast user adoption

Strongly customized solution for customers’ differentiation

Cross-functional data, analytics, and business processes

360-degree view of the customer

SAP hybrid delivery model allows for easy migration, full consistency,

and leverage of existing investments

Flexible Delivery Model

© SAP 2007 /

Flexible Delivery Model

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

Grow strategically – without disruption

Immediate user adoption – application tailor-made for CRM

Immediate deployment – hosted solution, available immediately

Immediate business impact – improve customer relationships immediately

Act immediately – fast results

Integrated suite

SAP CRM

Quick CRM

SAP CRM on-demand solutions

© SAP 2007 /

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 /

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 CRM 7.0 – Service-Enabled CRM

Marketing

© SAP 2007 / © SAP 2007 / Page 51

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




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





sap crm 7 - docshare01.docshare.tipsdocshare01.docshare.tips/files/15708/157087096.pdf · sap crm...

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