SAP CRM 7.0 Marketing SAP CRM 7.0 Marketing Marketing Capabilities within SAPCRM Marketing Capabilities within SAPCRM MRM(Marketing Resource Management) MRM(Marketing Resource Management) – Strategy and – Strategy and Planning, Budget and Cost Management and Brand Planning, Budget and Cost Management and Brand Management. Management. Segment and List Management Segment and List Management – Capable to import – Capable to import external data and an easy to use graphical, external data and an easy to use graphical, interactive segmentation and list management interactive segmentation and list management tool. tool. Campaign Management Campaign Management – Execute marketing campaigns – Execute marketing campaigns through multiple channels, both inbound and through multiple channels, both inbound and outbound channels. outbound channels. Lead Management Lead Management – Complete Lead Management – Complete Lead Management solution to manage lead through its full solution to manage lead through its full lifecycle process. lifecycle process.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
SAP CRM 7.0 MarketingSAP CRM 7.0 Marketing
Marketing Capabilities within SAPCRMMarketing Capabilities within SAPCRM
MRM(Marketing Resource Management)MRM(Marketing Resource Management) – Strategy – Strategy and Planning, Budget and Cost Management and Brand and Planning, Budget and Cost Management and Brand Management.Management.
Segment and List ManagementSegment and List Management – Capable to import – Capable to import external data and an easy to use graphical, interactive external data and an easy to use graphical, interactive segmentation and list management tool. segmentation and list management tool.
Campaign ManagementCampaign Management – Execute marketing – Execute marketing campaigns through multiple channels, both inbound and campaigns through multiple channels, both inbound and outbound channels.outbound channels.
Lead ManagementLead Management – Complete Lead Management – Complete Lead Management solution to manage lead through its full lifecycle process. solution to manage lead through its full lifecycle process.
Marketing AnalyticsMarketing Analytics – Basic reporting to advanced – Basic reporting to advanced analytics around customer and products. analytics around customer and products.
SAP CRM 7.0 Web UI – Home Page
Marketing Plan (start date – end Marketing Plan (start date – end date)date)
Multiple CampaignsMultiple Campaigns One Marketing plan can have multiple One Marketing plan can have multiple
campaigns.campaigns.
Hierarchy ViewHierarchy View Easy to view the marketing plan and Easy to view the marketing plan and
campaigns associated with it using the campaigns associated with it using the Hierarchy view. Hierarchy view.
Marketing Plan and Campaign Hierarchy ViewMarketing Plan and Campaign Hierarchy View
Calendar View of Marketing ProjectsCalendar View of Marketing Projects
Gives an overview of all marketing Gives an overview of all marketing projects within a certain time range. projects within a certain time range.
It is meant to be the central point of It is meant to be the central point of entry for marketing professionals. entry for marketing professionals.
Basic information about marketing Basic information about marketing projects is displayed right away. projects is displayed right away.
We can define different colors to be We can define different colors to be used, which can be defined in used, which can be defined in customizing. customizing.
With the help of the context menu we With the help of the context menu we can adjust the time scale as well as can adjust the time scale as well as create or copy new campaigns.create or copy new campaigns.
Calendar View of Marketing ProjectsCalendar View of Marketing Projects
Product Assignment and Product Assignment and DiscountsDiscounts
We can assign products to a We can assign products to a particular campaign using the particular campaign using the Products Assignment block within the Products Assignment block within the Campaign.Campaign.
Discount can be assigned to a product Discount can be assigned to a product in a particular campaign using the in a particular campaign using the Discounts assignment block. (The Discounts assignment block. (The discount can be maintained by discount can be maintained by selecting the specific condition type) selecting the specific condition type)
Product Assignment and DiscountsProduct Assignment and Discounts
Channel Specific CampaignsChannel Specific Campaigns Campaigns can be channel specific. Campaigns can be channel specific.
For Ex. Communication Medium = For Ex. Communication Medium = Telephone with lead creation.Telephone with lead creation.
In this case communication medium In this case communication medium telephone and transaction type lead, a telephone and transaction type lead, a call list and leads – for all business call list and leads – for all business partners in the target group – are partners in the target group – are generated during campaign execution. generated during campaign execution.
Campaign can also be executed Campaign can also be executed based on a user’s preferred based on a user’s preferred communication method (e-mail, communication method (e-mail, phone, and so on)phone, and so on)
Campaign with communication medium : E-mail
SegmentationSegmentation
Three Data Sources for Segmentation:Three Data Sources for Segmentation:
Attribute Set:Attribute Set: Attributes can be created in CRM, Attributes can be created in CRM, for example “hobbies” (data that is not typically for example “hobbies” (data that is not typically covered in master data). Related attributes can be covered in master data). Related attributes can be combined into attribute sets that will later form combined into attribute sets that will later form the basis for profile and target group modeling in the basis for profile and target group modeling in the Segment Builder. the Segment Builder.
Infosets:Infosets: Infosets are used to access BP Master Infosets are used to access BP Master data (stored for example in CRM or SAP ERP) data (stored for example in CRM or SAP ERP) which allows us to select all BP’s with a certain zip which allows us to select all BP’s with a certain zip code, birthday etc. code, birthday etc.
BW Queries:BW Queries: BW queries are used to access BW queries are used to access transactional data stored in SAP BW, for example transactional data stored in SAP BW, for example “number of purchases per month” or “sales “number of purchases per month” or “sales volume.”volume.”
Marketing Attribute Set assigned to a Business PartnerMarketing Attribute Set assigned to a Business Partner
Graphical Modeler (Profile Set, Profile and Graphical Modeler (Profile Set, Profile and Target Group)Target Group)
Graphical Modeler can be used to model Graphical Modeler can be used to model profiles by using data and attributes from profiles by using data and attributes from various sources to segment business partners. various sources to segment business partners.
The following is the format followed during The following is the format followed during segmentation.segmentation. Profile Set : A profile set is like a folder for profiles, Profile Set : A profile set is like a folder for profiles,
target groups, and subsets. target groups, and subsets. Profile: A profile is a list of attributes and Profile: A profile is a list of attributes and
corresponding attribute values, which together corresponding attribute values, which together describe a business partner. describe a business partner.
A profile must be assigned to a profile set. A profile must be assigned to a profile set. Target Group: A target group is a list of Business Target Group: A target group is a list of Business
Partners that matches a corresponding profile or Partners that matches a corresponding profile or profile set. profile set.
A target group must be assigned to a profile or A target group must be assigned to a profile or profile set. profile set.
Graphical ModelerGraphical Modeler
Profile Set, Profile and Target GroupProfile Set, Profile and Target Group
Business Partners of the Target GroupBusiness Partners of the Target Group
Lead ManagementLead Management
Lead Management Main Features:Lead Management Main Features:
Lead GenerationLead Generation
Lead ProcessingLead Processing Lead QualificationLead Qualification Lead Survey DeterminationLead Survey Determination Lead Transfer to SalesLead Transfer to Sales
Lead QualificationLead Qualification
Lead qualification is the name given to Lead qualification is the name given to the process by which leads are the process by which leads are repeatedly processed with the purpose repeatedly processed with the purpose of establishing and improving the level of establishing and improving the level of interest represented by the lead, with of interest represented by the lead, with the aim of transforming the lead into an the aim of transforming the lead into an opportunity. opportunity.
Leads can be qualified using survey tool Leads can be qualified using survey tool by maintaining a predefined by maintaining a predefined questionnaire, interaction with Business questionnaire, interaction with Business Partner, previous orders, activities, Partner, previous orders, activities, service orders, products purchased etc.service orders, products purchased etc.
Lead Survey DeterminationLead Survey Determination
To carry out lead survey To carry out lead survey determination, within IMG we can determination, within IMG we can define rules to find the lead define rules to find the lead questionnaires. We can determine questionnaires. We can determine which questionnaire should be which questionnaire should be found in a given time period for a found in a given time period for a particular transaction type and item particular transaction type and item category. category.
Lead transfer to salesLead transfer to sales
Leads can be qualified manually and Leads can be qualified manually and based on surveys. Once the lead is based on surveys. Once the lead is qualified it is transferred to the sales qualified it is transferred to the sales team in the form of an opportunity. team in the form of an opportunity.
Therefore once a lead has Therefore once a lead has reached a certain qualification level, reached a certain qualification level, for example HOT, it can be for example HOT, it can be transformed into an opportunity and transformed into an opportunity and passed on to the sales department passed on to the sales department for further processing. for further processing.
Lead StructureLead Structure Each lead has:Each lead has:
A A statusstatus, for example, lost, in process, or won. , for example, lost, in process, or won.
An An originorigin, which describes the source of the , which describes the source of the lead. lead.
A type, represented by the A type, represented by the lead grouplead group, which , which describes a certain classification used for describes a certain classification used for evaluation purposes. evaluation purposes.
A A prioritypriority, which describes the urgency with , which describes the urgency with which the lead should be processed.which the lead should be processed.
A A qualification levelqualification level, which describes the , which describes the potential level of interest demonstrated by the potential level of interest demonstrated by the business partner. business partner.
Lead AnalysisLead Analysis
Channel Analysis:Channel Analysis: This application allows to This application allows to analyze the best communication channel to run a analyze the best communication channel to run a marketing campaign.marketing campaign.
Efficiency Reporting:Efficiency Reporting: Helps analyze the efficiency Helps analyze the efficiency of the lead qualification process.of the lead qualification process.
Qualification Level Analysis:Qualification Level Analysis: We can analyze the We can analyze the degree of difficulty in transforming a lead into an degree of difficulty in transforming a lead into an opportunity. opportunity.
Historical Evaluation Analysis:Historical Evaluation Analysis: Allows us to Allows us to analyze leads over different time periods. analyze leads over different time periods.
Lost Leads Analysis:Lost Leads Analysis: Helps analyze lost leads, Helps analyze lost leads, improve performance with future leads by working improve performance with future leads by working on new strategies. on new strategies.
Lead Assessment QuestionnaireLead Assessment Questionnaire
Lead Qualified as Warm based on Lead Qualified as Warm based on QuestionnaireQuestionnaire
Marketing Analytics in SAP CRMMarketing Analytics in SAP CRM Marketing Budget Planning:Marketing Budget Planning: Plan distribution of budget Plan distribution of budget
for the marketing plan. for the marketing plan.
Campaign Planning:Campaign Planning: Analyze the data and predict what Analyze the data and predict what the outcome would be under certain circumstances when the outcome would be under certain circumstances when executing a campaign. executing a campaign.
Target Group Optimization:Target Group Optimization: Helps optimize a target Helps optimize a target group, so that the target group contains only business group, so that the target group contains only business partners with a relatively high probability of responding to partners with a relatively high probability of responding to the campaign. the campaign.
Campaign Monitoring and Success Analysis:Campaign Monitoring and Success Analysis: A Method A Method of analyzing how successful a campaign was, so that we of analyzing how successful a campaign was, so that we can build on past experience. We can use SAP ECC or R/3, can build on past experience. We can use SAP ECC or R/3, for example, to carry out a detailed profitability analysis for example, to carry out a detailed profitability analysis and SAP BW can be used carry out a campaign related and SAP BW can be used carry out a campaign related plan/actual analysis. plan/actual analysis.
Marketing Plan AnalysisMarketing Plan Analysis
Lead AnalysisLead Analysis
Analytics – Home PageAnalytics – Home Page
Related Documents
