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SAP CRM 7.0
Overview
SAP CRM 7.0 – Marketing
© SAP 2007 / Page 2© SAP 2007 / Page 2
1.Overview
2.CRM Marketing – Features and Functions
3.Focus on the User
Agenda
© SAP 2007 / Page 3
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
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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
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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
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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
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1.Overview
2.CRM Marketing – Features and Functions
3.Focus on the User
Agenda
© SAP 2007 / Page 8
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.
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SAP CRM Marketing Offerings
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
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SAP CRM Marketing Offerings
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
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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
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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
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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.
„
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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
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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
Radio
Media
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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
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SAP CRM Marketing Offerings
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
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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
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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?
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Segmentation in CRM Web UI
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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
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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
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List Management in CRM Web UI - Upload of
millions of data records
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SAP CRM Marketing Offerings
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
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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
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Campaign Management in CRM Web UI
Campaign Development – Define Campaign Type, Tactic and further attributes
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Campaign Management in CRM Web UI – Campaign
Automation
Multi-Wave Dialogue – Automated Follow-Up based on rules and responses
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Campaign Execution Channels
Personalized communication across all direct mail interaction channels
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
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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 / Page 30
SAP CRM Marketing Offerings
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
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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
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Lead Management in CRM Web UI
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SAP CRM Marketing Offerings
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 / Page 34
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
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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
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Loyalty Management in CRM Web UI
© SAP 2007 / Page 37
SAP CRM Marketing Offerings
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 / Page 38
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
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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
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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):
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1.Overview
2.CRM Marketing – Features and Functions
3.Focus on the User
Content
© SAP 2007 / Page 42
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
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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
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CRM Web UI – Consistent Structure
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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
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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
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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
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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 / Page 49
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
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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 / Page 51© 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