Cr1004 -Sap Crm Marketing

8/10/2019 Cr1004 -Sap Crm Marketing

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India SAP CoE, Slide 1

CR1004 -SAP CRM Marketing v1.0


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing


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MarketingCalendar

Customer Segmentation

Marketing Plan and Campaign Management

Lead Management

PersonalizedMail Form

Product Proposal

CampaignAutomation

External List management

SAP CRM Marketing


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Applications in Marketing

Marketing

Planning

Customer

Segmentation

Campaign

ManagementPersonalization

Lead

Management

Marketing

Planner

Campaign

Automation

External

List

Management

Segment

Builder Survey SuitLead

Management

Product

Proposals

Mail FormsMarketing

Calendar


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BW

APO

Channels

Interaction center

Mobile

Ecommerce

Channel

Management

Third Party

Preparation Execution

ERP

Planning/AnalysisResponses, Feedbacks

CRMExamples:

Activity Lists

Call Lists

E-Mail

Lead

Generation

Preparation for

mailing

Marketing Functionalities are highly

Integrated


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Marketing &CampaignPlanning

STRATEGIC

PLANNER

Performs Market

Analysis &Defines

Strategies

1

CAMPAIGN

MANAGER

Sets Marketing Budgets &

Targets, Conducts

performance reviews

2

MARKETINGASSISTANT

Plans and Monitors

campaign and uplift

Volumes3

SUPPLY CHAIN

PLANNER

Ensures theavailability of the

capacity and

establishes a

logistical Quantity

4

FINANCIAL

PLANNER

Valuates the planned

Quantity and calculates

the expected Profit

5


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Dividing your customer master into different groups is

called customer segmentation and depends to a

great extent on the planned marketing activity.
http://www.usability.at/e/usabilitylab/images/database.jpghttp://www.eucaris.net/images/3_doel.gif



The form builder application supports personalized communication

via the following Interaction Channels:

E-Mail (HTML.ASCII e-mails, multi-MIME/Multi-part and PDF)

Direct mail

SMS

Fax

With this tool, users can:Personalized messaging to various target group members

Assign mail forms to campaign Target Lists

Embed links (URL) to websites in generated e-mails

Insert subject lines dependent on conditions

Attach personalized Documents

Personalized E-mail

E-mail

Form Builder



CRM Marketing Calendar

The Marketing Calendar gives an overview of all marketing

projects within a certain time range.



External list management in SAP CRM

LIST CREATION &

MAINTAINANCE

CAMPAIGN

PREPARATION

CAMPAIGN

EXECUTION

BUSINESS

ACTIVITY

PROCESSING

EXTERNAL

LIST

ANALYSIS

1

4

3

5

2

External list management is the process of Purchasing, Managing,

Using and Reporting on acquired addresses.



1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing



MarketingCalendar


Marketing Plan and Campaign Management

Lead Management

PersonalizedMail Form

Product Proposal

CampaignAutomation

External List management

SAP CRM Marketing




Lead Management

Marketing Plan & Campaign management

Marketing Calendar

Personalized Mail Form

Campaign Automation

Product Proposal

ExternallistManagement

SAP CRM Marketing



Marketing Plan & Campaign Management

Marketing Planner

Product Selection

Partner Functions

Campaigning

Campaign Execution



Marketing Plan

Campaign

Campaign

Element

Marketing Plan

Element

StrategicPlanning

Operative

Level

Marketing Element Definition



Marketing Planner Hierarchical View

Marketing Plan

2007

East Zone West Zone South ZoneNorth Zone

Quarter 1 Quarter 2

Road ShowMailing

CampaignTV advert

Element1 Element2

Target Groups Product Catalog ProductDocument/URL



SAP Defined Marketing & Campaign Symbols



Structure of Marketing Planner

Structure Tree

Work list and

templates

Work Area



Marketing Planner: Overview of the tab pagesBasic Data

Notes

Documents

Channels

Segments

Product Catalogs

Products

Costs

Partners

Actions

Key Figure PlanningDiscounts

Administration

Additional Fields

Assign MS Office and other Documents etc

E Mail, Fax, SMS, Phone etc

Attach a target group

Priority, Person Responsible, Dates etc

Assign a Product Catalog for Internet sales scenario

Assign Products to campaign

Integrated cost planning (Key Figure planning)

Assign Partner determination Procedure

Assign Action Profile to Marketing Objects

Integrated (success) key figure planning

Campaign- Specific Prices or Discounts

Who created this element, Is it updated in SAP BW.

Additional attributes

Strategy, Goals, Comments etc



Marketing Organization



Product AssignmentWe can assign many products to Marketing plan in one step,

using Product Hierarchy.

Selecting the Hierarchy

node explodes all

effective Products

Customizing:IMG->CRM->Marketing->Marketing planning and Campaign

Management->Product assignment

Assign Product group

Assign Product Hierarchy



Partner FunctionsAll Parties involved in a Marketing plan can be assigned to

Partners tab

We can assign a partner determination procedure to an object

type to specify the partner functions required for that object type.

For campaigns and trade promotions partner determination can

also be campaign dependent type.



Actions in Marketing Planner

Assign action profile on

basic data tab page of

campaign, marketing plan

or trade promotion.

All actions included in the action

profile are available for

execution on actions tab page.

(Automatic or Manual)

1



Discounts

Campaign specific

condition types; Pricing

concepts apply


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Channel, Communication Medium, Method and

Transaction Type

CommunicationMedium

CommunicationMethod

Transaction

Type

Assigned to Campaign on channels tab page( Marketing Planner)

Can be defined freely in customizing

Assigned to Communication medium in customizing.

Determines whether system generates a call lists,sendsE-mails or Leads etc( hard coded ).

Assigned to communication medium/

communication method combination.

Can be freely defined in IMG.

Determines which transaction type is

created during campaign execution.

Example:

Communication Medium:

Telephone with Lead generation

Communication Method : Telephone

Transaction Type: Lead.


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Campaign Execution Across Interaction

ChannelsSet up Campaign and communication Medium:

Mail form, IC Script

Release campaign and

all higher level nodes

Highest target group to be transferred

to communication medium

Trigger

Execution

1

2

3

4


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Integration with PS ( Budgeting )

CRM Marketing Budget Transfer to R/3

Brand Times

Publishing Post

Slide

Printing

Budget

650

300

350

Campaign Execution in R/3

INR

INR

INR

Budget

650 INR

Slide

Printing

Commitments

250

450

INR

INR

600 INR

Budget Overrun

No Marketing Budget overrunBenefits:

Additional budget must be approved

before it can be consumed

For Example Purchase order


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Lead Management


Marketing Calendar


Campaign Automation

Product Proposal


SAP CRM Marketing


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Assign Attributes to BP

Create Data Source

Create Profile Set

Use Target Group

Create Attribute List

Maintain Attribute SetMaintain Attributes


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Maintain Attribute

Attribute

AttributeType Ex.

Character

Attributes are the criteria you use to distinguish between business partners so as to

facilitate more personalized marketing activities.


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Maintain Attribute Sets

Select Person,

Organization

Attribute

Value

Attribute

Set

All the relevant attributes are put together to make an

attribute set.


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Assign Attribute Values to BP

Business

Partner

Attribute

Set

Attribute

Set


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Maintain Data Source

Origin Type

1)Attribute set

2)Infoset

3)BW Query

4)ELM (BW)


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Maintain Attribute List

Filter

Attribute

Values


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Attributes

Values

Target Group creation

via drag and drop

Detail Area

History

Staging

Area

The Segment Builder is used for the creation of target groups with a particular

marketing aim in mind.


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Lead Management


Marketing Calendar


Campaign Automation

Product Proposal


SAP CRM Marketing


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Marketing Calendar Overview

CALENDAR VIEW

Campaign

Camp1

Camp2

Camp3

MAY JUNE JULY AUG SEP OCT NOV

YEAR 2007

DEC


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Marketing Calendar in GUI

SELECT

SEARCH

QUERY

SELECT

VIEW

SELECT

PERIOD

PERIOD

VIEWMODE

QUERY

RESULT


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Define Search Tables

THE FOLLOWING TABLES ARE DELIVERED AS STANDARD:

TABLE CGPL_ PROJECT

TABLE CRMD_MKTPL_DRES

TABLE CRM_MKTPL_ATTR


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Define Search Criteria

SEARCH CRITERIA

FOR CALENDAR

DEFINE FIELDS

FOR SEARCHCRITERIA


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Assign Search Criteria

ASSIGN DEFINED SEARCH CRITERIA TO A CATEGORY

1:N RELATIONSHIP BETWEEN CRITERIA AND CATEGORY


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Define Views


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Lead Management


Marketing Calendar


Campaign Automation

Product Proposal


SAP CRM Marketing


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Introduction to Personalized Mail form

Direct Mail

SMS

E-Mail

FAX

P li d il f i


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Personalized mail form overview

The form builder application supports personalized communication

via the following Interaction Channels:

E-Mail (HTML.ASCII e-mails, multi-MIME/Multi-part and PDFDirect mail

SMS

Fax

With this tool, users can:

Personalized messaging to various target group members

Assign mail forms to campaign Target Lists

Embed links (URL) to websites in generated e-mails

Insert subject lines dependent on conditions

Attach personalized Documents

C ti E M il F


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Creating E-Mail Forms

STRUCTURE TREESTRUCTURE TREE

FORM

PAINTER

WORK LIST

OVER VIEW AREA

M i t i i M il F & T l t


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Maintaining Mail Forms & Templates

Screen Str ct re in SAP GUI


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Screen Structure in SAP GUI

MAIL FORM

STRUCTURE

ATTRIBUTES

CONDITIONS

MAIL FORM EDITOR


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URL Link Creation & Tracking

ADD ++AT THE END OF THE URL TO

CREATE PERSONALISED LINK

ADDING ++ ALSO USED FOR

TRACKING

FIRST HIGHLIGHT THE LINK

ADD ## AT THE END OF THE

URL FOR TRACKING

INTERNET SALES

OTHERS


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Creating Subject Lines

CAN SEND ATTACHMENTS WITH MAILS IF CONDITIONS ARE FULFILLED.


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Lead Management


Marketing Calendar


Campaign Automation

Product Proposal

External list Management

SAP CRM Marketing


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Introduction

EXTERNAL LIST MANAGEMENT

ADDRESS LIST

RENTED ADDRESSES

PURCHASED ADDRESSES

It is the process purchasing, managing, using and

reporting on acquired Business addresses.

It is a list of Business Partners

These are the addresses that the company

acquires for a specific period of use

These are the addresses that belong to the ordering party


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List Creation Process Steps

USE

UPLOADMAPPING POSTAL

CHECK

DUPLICATE

CHECK

BP

CREATIONTG

CREATION

DELETION

OF BP BP

UPLOAD MAPPING BP CREATION


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Mapping in GUI

IDE.g. file for file preview E.g. row

in file

File

separator


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List Creation in GUI

List type NO OF USERS

& END DATE

Usage in BP


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Usage in BP

The Rented indicator is deleted when the BP is Won.


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Lead Management


Marketing Calendar


Campaign AutomationProduct Proposal


SAP CRM Marketing


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Campaign Automation

Campaign Automation enables you to enables you to defineMarketing procedures that can meet the individual

requirements of each customer in real time.

Use campaign automation to automate your multi-wave

marketing campaigns across multiple channels.

Use campaign automation to model recurring campaign

processes.

Campaigns can be set up to proceed automatically from the

planning phase so that no further manual action is necessary.

To achieve this, campaigns are modeled as processes in which

customers or prospects flow between individual action points

(campaign elements).

Process Modeling


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Process Modeling

Overall Marketing

Planning Includes:

- Top-down planning,cost planning,

- Creation and

approval of the

campaign

to run automatically

Prepare Collaterals

Such as survey for

responses,

mail forms, scripts to

be used

within call lists, and

so onDefine Process Steps

For example:1. Send

a mail to specific

target group

2. Send a

confirmation mail toresponders

3. Generate a call list

with all target group

members that did not

respond

Define Processing

Rules and Conditions

Specifies start andduration of

individual

transactions or

process steps in a

campaign

Simulate and Optimize

Optimize marketing

channels interms of profitability

in consideration

of business

constraints

(for example, call

center capacity)

1

2

3

45

6

Start or Schedule the

Campaign Process

Once the start node is

executed or

scheduled, the overall

process runs

without further manual

interaction


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User Interface

Worklist

Process Modeling

area

Details Area


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Definition

Campaign:Depicts the start node of a campaign process.An arrow icon identifies the campaign as an Event-triggered

Campaign.

Campaign Element:Depicts an action point within acampaign process. Assignments are graphically displayed.

Decision Node:Controls the follow-up steps that arecarried out when a response is received from a

Customer or prospect.

Optimization Element: Optimizes the campaign

for profitability, taking business constraints into account.

Connector Node:Can be used to jump into anotherevent-triggered campaign.


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CAMPAIGN PROCESS

A campaign process contains one campaign andusually contains multiple campaign elements

Campaign The start node of a process is a campaign

The campaign is created before calling the process modeling area.

A campaign process must contain at least one campaign, but cannotcontain more than one.

Campaign Elements Steps with in a campaign process are set up as campaign elements

Campaign elements can be created either within the process

modeling area or beforehand in the SAP GUI or PC UI If campaign elements are created before calling the process

modeling area, they will appear in the work list and can easily beincluded in the campaign process using drag and drop.

Decision Nodes


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Decision Nodes

Each customer or prospect can set up his own individualprocess. Possible paths are specified with rules and

optimization steps.

Decision Nodes Each node contains a list of rules

We can decide to execute only the first valid rule or all the rules.

Each rule has a zero or more follow-up steps assigned.

The followsteps of a rule are executed if the rule conditions are met, you canassign one or more conditions to a rule. Also a dummy condition, which isalways true, can be assigned.

Optimization Elements Include optimization elements in your campaign process to assess profitability

according to certain business constraints

Base for optimization is the target group assigned to the preceding campaignelement.

As a result of the optimization, the original target group is split and assigned tothe subsequent follow-up steps.

Event Triggered Campaigns


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Event Triggered Campaigns

Define event triggered campaigns, which can be

launched from other business processes.

Event Triggered CampaignsAn event-triggered campaign can be set up to be launched from multiple

business processes

Possible business processes for initiation are

Campaign processes

Business workflows

Actions

BW exceptions

Define a event-triggered campaign by creating a start node for a new process.

The event triggered indicator denotes it as an event-triggered campaign.

Connector NodesA connector node is a pointer to exactly one event-triggered campaign

A campaign process can contain as many connector nodes as needed to route

BP that reached a certain step within that process into another process.

Work Flows


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Work Flows

The campaign and campaign elements have attributes

that control and specify the campaign process.

Connector nodes have attributes to specify and

schedule the event triggered campaign to be called.

Workflows assigned to each campaign element withinthe campaign process to ensure that the campaign

proceeds with out further manual action.

R l d C diti


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Rules and Conditions

Decision nodes contain rules and conditions that

specify how to interpret a customer response andthe follow-up to be triggered on the response.

Modeling Rules


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Modeling Rules

To model consistent campaign process, you need

to note the following rules.


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Scenario

Multi-wave CampaignsThe path by which a customer or prospect is routed through

the campaign process depends on his individual response.

Recurring Campaigns

Periodically recurring marketing activities

Event-Triggered CampaignsCan be launched from multiple business processes.

C t i i St


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Customizing Steps

IMG CRM Marketing Marketing

Planning and Campaign ManagementCampaign Automation

SAP CRM M k ti


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Lead Management


Marketing Calendar


Campaign AutomationProduct Proposal


SAP CRM Marketing

Product Proposals


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Product Proposal Overview

Cross selling

Up-selling and Down-selling

Top N list

Product Proposals



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The Product Proposals which are available in SAP CRM are:

Cross-selling

Up-sellingDown-selling

Top n product lists

Accessories ( maintained in Product master)

Possible scenarios : Product proposal are possible in Internet Sales andInteraction Center (Tele Sales)

Product Proposals

Cross-Selling


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Cross Selling

Cross-selling : For a given product or combination of products, additionalproducts are proposed

Up-selling and Down-selling - 1


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Up selling and Down selling 1

Up-selling: For a given product or combination, it can be specified

that another, more expensive product is to be proposed in its place.

Down-selling : Under certain circumstances, you may want to suggest

a less expensive product or products as an alternative.

Up selling and Down selling 2


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Up-selling and Down-selling - 2

Up-selling or

Down-selling

Cross-selling

Top N List


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Top N List

Create Top n list You can create

Top n items for

one top n list

Enter ID and

Description of Top n

list

Maintain the sorting

sequence of business

partners and products

Maintain Status

Maintain time

period for which

Top n list is

valid

Select reference type Top n list : Assign products

manually or assigning products determined from BW

SAP CRM M k ti


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Lead Management


Marketing Calendar


Campaign Automation

Product Proposal


SAP CRM Marketing

Lead Management


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Business Scenario

Lead Management process overview

Lead Generation

Lead Management overview screen SAP GUI

Leads Customizing

Define Transaction type

Lead Qualification

Lead Qualification Level

g

Business Scenario


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The customer is interested in a new

product . He contacts the

interaction center or enters his

request on the homepage (a lead

will be created).

The IC agent ask the customer

some detailed questions based on

the interactive scripting (a lead willbe created).

The lead manger decides to

dispatch the lead to an external

partner, a internal lead qualifier, or

an internal sales employee,Depending on the lead qualification

level, a workflow can be triggered

and a opportunity is created.

Customer calls to CIC

Agent or Lead Manager

CIC Agent Lead Manager

Lead QualifierSales

Representative

Business Scenario



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Lead gathering and targeting

Cold

Warm

Hot Routes to Sales department

Routes to Call center

Routes to Channel partner

Lead Qualification

Mobile, CIC (Tele call), Web, ELM (Third Party)

Qualify Lead status based on survey

Set Lead status : Open, Won , Loss

Create subsequent Business

Transaction from Lead ex: Opportunity

Lead Processing

Lead Generation


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Lead Generation

Lead Generation :

Campaign execution

Segmentation

Email and Survey

Lead creation:

CRM onlineInteraction Center

E Selling and web store

Channel Portal

Survey

Lead Management overview screen: SAPGUI


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Customer general

details

Lead manual/automatic

qualificationLead Status

Documents

Attachment

ead a age e t o e e sc ee S GU

Define Transaction Type


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Define Transaction Type

Business

Transaction

Category

Customizing Header

If the below profiles are

not assigned to a

transaction type ex:

Partner determination procedure Text determination procedure

Organizational data profile

Date Profile

then corresponding tab

pages are not displayed in

transaction processing.

In the Customizing header, you

can additionally define how

many leads can be created perbusiness partner.

Origin of leads

The Leadgroup is

used for

analysis

Lead Qualification


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Q

Qualification level can be set by using

survey tool :Pre defined QuestionnaireSingle or multiple choice answers

Free text

Based on answers given a score is calculated

Qualification level can be set automatically

based on score

Interaction with business partner

Create a Question

and give rating

Create answersand give rating



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Assign scoring range to

Survey rating

IMG Path

Assign survey

to qualification

level

SAP CRM Marketing


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing

Campaign Type Dependencies


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Campaign Type Dependencies

Customizing Marketing Calendar


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You can find all required Customizing settings by choosing

IMG CRM Marketing Marketing Planning and Campaign Management

Marketing Calendar.



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You can find all required Customizing settings by choosing

IMG CRM Marketing Marketing Planning and Campaign Management

Marketing Calendar.

Customizing Personalized Mail


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Customizing Personalized Mail

IMG -> MARKETING ->

MARKETING AND

CAMPAIGN MANAGEMENT

-> PERSONLISED MAIL ->

MAINTAIN SCENARIO FORMAIL FORMS

WE CAN ADD ATTRIBUTEDS TO THE STANDARD OBJECTS LIKE BUSINESS

PARTNERS, CAMPAIGN INFO AND SYSTEM DATA

Leads Customizing


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g

Workflow settings

Settings for LeadsBasic settings of Leads

SAP CRM Marketing


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing

SAP CRM Marketing


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing

Mail Form Attachment


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Mail Form Attachment

MAIL FORM

Campaign Execution in Interaction Channels


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Set up Campaign and communication Medium:

Mail form, IC Script

Release campaign and all

Highest target group to be transferred

to communication medium

Trigger

Execution

1

2

3

4

Create Marketing Attributes


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Create Marketing Attributes

Your company wants to record more information about businesspartners than simple address data. Especially for marketing

purposes, you need information about buying interests. So you

create a marketing attribute set that contains information about the

area of usage the customer preferred, the user group the customer

belongs to and the way the customer wants to receive news. Later

on, this attribute set will be used for segmentation.

Creation of Lead
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C eat o o ead

IMG: Customer Relationship Management

Transactions Settings for Leads IMG: Customer Relationship Management

Transactions Basic Settings Define

Transact ion Type

IMG: Customer Relationship Management

Transactions Settings for Leads

Questionnaires for Leads Define

Quest ionnaires

TG Creation


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Market ing Segmentat ion Market ing

A tt r ibutes Maintain A tt r ibutes Market ing Segmentat ion Market ing

A ttr ibu tes Maintain A ttr ibu te Sets

SAP Menu: Market ing Segmentat ionMarket ing Att r ibu tes Assign A t t ribute

Values to Business Partners .

SAP Easy Access Menu : Market ing

Segmentat ion Market ing Segments

Maintain Data Sources for Segm ent Bu i lder

Segmentation


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g

SAP Menu: Marketing segmentationMarketing Segments Segment Builder

Create Profile set

Create a Target group

SAP CRM Marketing


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing

SAP CRM Marketing


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1 PrepareMe

2 TellMe

3 ShowMe

4 LetMe

5 HelpMe

SAP CRM Marketing

Useful Hints


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Marketing plans and campaigns can be extended and transferred tothe next year

A target group can be assigned to a market plan but only for theinformational (Reporting) purpose.

Release campaign and higher level nodes: To execute a campaign,it must be released (system status = released).

The report Assignment of an Attribute Value to All BusinessPartners in a Target Group enables you to assign a group of

business partners (all members of the specified target group) to anattribute. You can find this report under MarketingTools ExpertTools.

PRECONFIGURED ROLES IN PCUI


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INTERFACE

For marketing the following preconfigured roles aremaintained

Campaign Manager: Emphasis more on the strategic level.

Marketing Assistant: Emphasis more on the Operational level. Trade Marketing Manager

Tools

Marketing Journal: Tactical reporting tool that gives users graphical

(Gantt) overview of Marketing Projects

PC UI Navigation


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g

Searching for information is one of the most important tasks forCRM users. To improve user productivity a central search iview is

placed in the branding area of the portal.

User can search for all CRM objects relevant to his or her role in the

central search.

If TREX is installed a search for documents in content management

is also available at this place.

Dropdown Button: For general use this have been reduced to a one

level drop down. It contains Go To, New, Mass change buttons

generally.


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