SAP CRM Marketing: Campaign Management, Lead Management
SAP CRM Sales: Sales Planning, Sales Order Management:
Sales: Opportunity -> Inquiry/Quotation -> Contract -> Order
SAP CRM Service: Service Order Management : Complaint -> (Customer Care) -> Service Request
Advantages: Improve customer service, Assess and motivate employees, Optimize Organization,
Reduced expenses,Effective processes, Improved turn-around-time.
Different Other Components: Activity Management, Territory Management, Contact Management.
1. 1. SAP CRM Marketing: Customer levels: The Marketing module helps you introduce a new product to existing and new customers and
engage them through campaigns.
After we identify a prospective customer (i.e. lead)/ group that would be interested in the product,
we can interact and try to convert the prospect to an opportunity.
We can use the Sales module to create the opportunity and generate a sales quotation for the customer.
If the customer agrees with the quotation, we can then create a sales order.
Suspect -> Prospect -> Customer -> Client
1. 2. SAP CRM Marketing: Segmentation: Using Segmentation tool, we can identify customers with similar interests and attributes
and form customer segment groups or customer groups and the process of grouping is known as Segmentation.
for e.g. age,profession: working class, students or retired people.
With Segmentation we can create more effective marketing campaigns and we can address
the needs of customers better. It also helps in gathering data for analysis purpose.
among potential customers are defined as Campaigns. We can create campaigns to promote a product or
service to your customers. These marketing activities include identifying customers, drafting the information
we want to communicate and selecting the medium to transfer the information.
We can run campaigns by using telephone, advertisements, e-mail or SMS.
Apart from promotion of product,we also get feedback from customers.
4. Organizational Data: represents Internal view of organization
As we have in ECC, Sales structure: Sales Organization, Distribution channel, division
CRM side, we have Organization attributes:
Sales Organization, Sales office, Sales Group, Service Organization
Country, Division, Distribution channel, Postal code, Region.
3. 5. Business Partner: contains relationship mapping:
• Employee, Vendor, Customer, associated parties
• Can be an individual or organization
• Sold-to-party, Ship-to-party, Bill-to-party, Payer
• Contact Person, Employee/Personnel responsible or (Field Sales Representative).
• A Contact/Prospect may or may not be a Customer.
4. 6. Territories: Reflects Market View of an organization
• are defined w.r.to business unit, business partner, product, field sales representative, region, country
• Territory Management can be used to distribute or classify data correctly.
• Reporting is done on Customer/Product/Region.
• Reporting is also done on ORU/MRU(Organization reporting unit or Management reporting unit – structure or hierarchy).
7. BW: CRM related Master data: Info-objects e.g.:
Organizational mapping data, Territory information, Region information ,
Business Partner Information, Material or Product, Address
Territory(0CRM_TR), Business Partner(0BPARTNER), Business Partner: CRM Sales View (0CRM_BP_SAL),
Sales Office(0CRM_SALOFF or 0SALES_OFF), CRM Sales Group(0CRM_SALGRP), Region(0Region),
Organizational Unit(0ORG_UNIT or 0CRM_SALORG), Product(0CRM_PROD), Prospect(0CRM_PROSPE),
Tables: CRMM_TERRITORY, CRMM_TERRITORY_T.
Transaction data: e.g. Sales data, Stock data, Billing, Deliveries .
8. There are also some interesting points to know about CRM in general:
– So what is selling and what is marketing?
Selling is what you want to sell-the products,
Marketing is also understanding what the customer needs/wants and then working/improving on product like
mktg. research, mkt. survey, the promotional activities: product positioning,brand building.
– Diff. b/w Consumer vs. Customer:
for e.g. you can buy the toys for your kids,so you are
the customer and kids are the consumer
– Relationship marketing: work in tandem with the consumers/customers:to be able to maintain the relationship for longer time
i.e before selling-promotion aspect,
when you are selling-the interaction aspect/product aspect/price and place,
after being sold-service aspect,
get ideas from the customer/feedback to improve the product.
– Marketing mix: famous 4 Ps’: product, price, place and promotion:imp. attributes while formulating a marketing strategy.
– A Comparison: Customer acquisition vs. Customer retention: retain the customer vs. get a new customer:
It involves more cost to acquire a new customer than to retain the customer.
thanks & regards,