Having kick started our look at SAP CRM Partner Channel Management’s Partner Channel Management – Channel Marketing solution, it is now time to explore the features and business scenarios that form the core of Channel Marketing. Proceeding logically along the chain of marketing events that take place in an organization will help us understand how the different scenarios fit together and how whole is greater than the sum of the individual parts. Along the way, I will provide sneak peaks into what we offer and what is coming in the future.
The following image depicts a very simplistic view of marketing that will be our guide.
Campaign Management with Channel Partners
Running campaigns is a core task of a marketing organization. The basic functionalities offered as part of CRM Campaign Management have already been addressed in several blogs (CRM 2007: See how easy it is to create and start eMail campaigns in only 90 seconds, SAP CRM Marketing: Campaign Automation).
Brand owners who rely on indirect channels would want to use their partners’ proximity to the market to help target their campaigns to the appropriate customers. With CRM PCM Channel Marketing, partners can now be included into the campaign process. Here is how.
1) After creating the campaign, add the partners that are to be involved.
This is done by creating a Partner Authorization Group of the partners and adding the group to the campaign.
2) Split the target group of customers.
This is done in the Graphical Modeler accessible from the Profile Set created for the target customers. The target group is split into smaller target groups for each partner.
3) Now, publish the campaign so that partners can see the campaign through which they access their individual target groups and make modifications.
4) Rejoin the modified target group
The campaign is now ready for execution – enhanced with valuable partners’ market knowledge.
Where to next?
While these are very powerful capabilities, we could take this even further. How about allowing partners to choose which product is to be promoted? And how about personalizing the communication to customers such that you partner sales representative’s photo is included? More to come. Stay tuned!
In the next blog, we will look at how to generate and distribute leads (resulting from the campaign) to the partners.