sap crm
DESCRIPTION
Intro to sap crmTRANSCRIPT
SAP CRM 2007Overview - Marketing
Stephane Colin – Solution Architect SAP CRMOctober 2008
© SAP 2007 / Page 2
1.Introduction to SAP CRM Marketing2.Demo3. Wrap-up
Content
Marketing Environment
The bottom line: increasing accountability
Increaseefficiency
Increaseeffectiveness
Budgets are being cutMarketing must do more with less: smaller budgets andfewer resources
CEOs are demanding moreMarketers are called to play a more strategic role inbuilding business and thus deliver greater results
Marketing effectivenessFocus on customer conversions
Marketing efficiencyFocus on operational excellence
Deliver on results with fewerresources
React quickly to dynamicmarket conditions
Understand marketingspend and its effectiveness
Integrated enterprisemarketing processes
Increased Accountability Drives Marketing toImprove
Drive customer demand
Identify and grow high-value customers
Connect with target customers
Improve sales and marketingcoordination
Increase customer loyalty
Build long-term customer relationshipsProductivity gains and cost reductions
Activities of the marketing organization
A Typical Marketing Organization – The Reality
Business Planning
Marketing Mix ModelingAdvertising
Consumer Campaigns
Inbound Marketing
Co-Marketing with Partners
B2B Lead Generation
Program PlanningMarketing Plan
Budgets & Funds
Marketing Strategy
Product Marketing / BrandStrategy
Pricing Strategy
Market Research
Analytics and Reporting PPT
XLS
Tool supportXLS
PPT
XLS
PPT
ERP
DOC
PPT
Customer insightstored in the heads ofsales staff
Point solutionforcampaign mgt
Call center:point solution
Call center and Web shop:point solutions
Salesforce
XLS
XLS
Assetsfrom agency
DOC
Manual consolidation across multiplesystems and data sources
PPT
XLS
Activities of the marketing organization
A Typical Marketing Organization – The Reality
Business Planning
Marketing Mix ModelingAdvertising
Consumer Campaigns
Inbound Marketing
Co-Marketing with Partners
B2B Lead Generation
Program PlanningMarketing Plan
Budgets & Funds
Marketing Strategy
Product Marketing / BrandStrategy
Pricing Strategy
Market Research
Analytics and Reporting
XLS
PPT
XLS
PPT
ERP
DOC
PPT
XLS
DOC
High level of manualconsolidationHigh cost, lowefficiencyLow customer visibilityLow effectivenessLow accountability
© SAP 2007 / Page 7
SERVICEMARKTING
SALES
Mobile
Powered bySAP NetWeaver®
End-to-end, Industry-specific
Processes
ANALYTICS
WebChannel
InteractionCenter
PartnerChannel
CUSTOMER
The SAP CRM Solution
Analyze
ExecuteTargetPlan
Marketing analytics
Marketing capabilities in my SAP CRM
Web ande-mail PartnersDirect
mailCall
centerFieldsales
Customer
Predictiveanalytics
Leadmanagement
Lead generation
Lead qualification
Lead distribution
Segment and listmanagement
External listimport
Segments andlist mgmt.
Marketingattributes
Campaignmanagement
Multichannelexecution
E-marketing
Dialog marketing
Measurementand reporting
Mkt. resourcemanagement
Strategy andplanning
Budget and costs
Couponing
Customeranalytics
Forecastingand planning
Branchesor stores WirelessPOS and
ATMs
Optimizationand refinement
Productanalytics
Trade promotionmanagement
Business Planning& Perf Mgmt.
Trade Promotions
Retail Execution
Marketing Capability in mySAP CRM – BuildingBlocks
© SAP 2007 / Page 9
1.Introduction to SAP CRM Marketing2.Demo3. Wrap-up
Content
© SAP 2007 / Page 10
SAP CRM Marketing Management – Theprocess
Plan
Target
Execute
Analyze
© SAP 2007 / Page 11
SAP CRM Marketing - Plan
Plan
© SAP 2007 / Page 12
SAP CRM Marketing - Plan
PlanMarketing CalendarMarketing Planning and Budgeting
•Single View of the Marketing activities•Integration with SAP Business Suite•Email and survey templates
© SAP 2007 / Page 13
SAP CRM Marketing - Target
Plan
Target
© SAP 2007 / Page 14
SAP CRM Marketing - Target
Plan
Target
Data sourcesSegment builderExternal list management
Multiple Data SourcesVisual Segmentation ToolImport external data
© SAP 2007 / Page 15
SAP CRM Marketing - Execute
Plan
Target
Execute
© SAP 2007 / Page 16
SAP CRM Marketing - Execute
Plan
Target
Execute
Campaign managementCampaign automationCampaign execution ChannelsLead management
Multichannel automate CampaignsDifferent execution channelsLead generation based on campaigns
© SAP 2007 / Page 17
SAP CRM Marketing - Analyze
Plan
Target
Execute
Analyze
© SAP 2007 / Page 18
SAP CRM Marketing - Analyze
Plan
Target
Execute
Analyze
•Marketing Optimization and Refinement•Marketing Plan Analysis•Campaign Monitoring and SuccessAnalysis•Lead Analysis•External List Analysis
Analysis of marketing processCheck effectiveness of campaignsAdjust marketing plan accordingly
© SAP 2007 / Page 19
1.Overview2.CRM Marketing – Features and Functions3.Wrap Up
Content
Questions ?
© SAP 2007 / Page 21
Further information
SAP CRM – BPX community pagehttps://www.sdn.sap.com/irj/sdn/bpx-crm
SAP CRM - Help Portalhttp://help.sap.com/crm
SAP Public Webhttp://www.sap.com/crm
© SAP 2007 / Page 22
Dank U – Merci – Thank you
Stephane Colin
SAP CRM Solution Architect
Chée de La Hulpe 166 TerhulpsesteenwegBruxelles 1170 BrusselT +32 (0)2 6746 570M +32 (0)486 136 570E [email protected]://www.sap.com/belux
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Marketing Planning and Budgeting
Enabling a holistic, disciplined approach to planning and budgetingIncorporate goals and targetsinto marketing planningFlexible key figure definitionwith sample content deliveredTop-down planningfunctionality leveragingBW BPSIntegrated with financialsImproved visibility
Marketing Plan
Consumer MarketingTrade Marketing
Where
When
Who
national international
Region 1 Region n
Campaign
national international
Region 1 Region n
Television
Radio
Media
Marketing Resource Management – Benefits
Increase marketing success by optimizing the marketing plan based on accurate dataand analytic techniquesIncrease speed to market by streamline processes for planning, developing andimplementing marketing activitiesMeasure the marketing effectiveness by knowing the total and accurate marketing spendand revenue numbersGain control of all marketing activities using a single marketing platform
List Management in CRM Web UI
Segmentation in CRM Web UI
Easy to use to create profiles and target groups ….
Staging Area
Details Area
Locator AreaHistory Area
Lead Management in CRM Web UI
Campaign Management in CRM Web UI
Campaign Development – Define Campaign Type, Tactic and further details
Campaign Management in CRM Web UI – CampaignAutomation
Multi-Wave Dialogue – Automated Follow-Up based on rules and responses
Campaign Execution Channels
Personalized communication across all direct mail interaction channelsEmailDirect mailExternal AgencyInteraction Center /TelemarketingFieldWeb Shop / InboundSMSFax…
Web ande-mail PartnersDirect
mailCall
centerFieldsales
Customer
Branchesor stores WirelessPOS and
ATMs
Examples of Marketing Analytics in CRM WebUI
Marketing Cost Analysis
Marketing Performance Dashboard
Marketing Lead Analysis