I noticed very high interest in all topics that are related to marketing prospect functionality in SAP CRM.
On the other hand I have the impression that only a few companies actually started using marketing prospects in SAP CRM. With this they get the chance to measure the real value of marketing prospects for their business.
Perhaps using marketing prospects is considered as a big topic, or even a real mind shift? You go away from starting with prospect data that is already quite complete, in the sense of typically having a name and at least parts of the address, instead of starting typically with only an e-mail address.
I would like to encourage you to stop hesitating.
For sure you are infected by the market trends to bring your prospects as early as possible on a great “customer journey”. Otherwise competitors could get them.
The pity is that most companies have a lot ot prospect data but don’t use it yet. They don’t address these prospects with marketing activities. As said such prospect data is far from being complete. That’s why – from my perspective too often – it is just stored but never used.
What about starting with a first small set of such prospect data? Bring this data in the SAP CRM system, and define exactly the kind of lifecycle for them. – After a while measure your success with them, and then in case you are successful you can go ahead with the next set of prospect data, and increase the amount step-by-step.
Keeping my fingers crossed for your success!
Some additional information that could help to get this started:
For getting an overview of what is new in the marketing prospect area you can read SAP Note 1896854.
For understanding how to measure your success with marketing prospects you can read http://scn.sap.com/community/crm/marketing/blog/2014/03/07/how-to-measure-the-effectiveness-of-your-marketing-activities-with-prospects