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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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Customer Segmentation
Dividing your customer master into different groups is
called customer segmentation and depends to a
great extent on the planned marketing activity.
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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
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CRM Marketing Calendar
The Marketing Calendar gives an overview of all marketing
projects within a certain time range.
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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.
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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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign Automation
Product Proposal
ExternallistManagement
SAP CRM Marketing
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Marketing Plan & Campaign Management
Marketing Planner
Product Selection
Partner Functions
Campaigning
Campaign Execution
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Marketing Plan
Campaign
Campaign
Element
Marketing Plan
Element
StrategicPlanning
Operative
Level
Marketing Element Definition
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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
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SAP Defined Marketing & Campaign Symbols
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Structure of Marketing Planner
Structure Tree
Work list and
templates
Work Area
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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
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Marketing Organization
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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
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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.
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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
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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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign Automation
Product Proposal
ExternallistManagement
SAP CRM Marketing
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Customer Segmentation
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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Customer Segmentation
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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign Automation
Product Proposal
ExternallistManagement
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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign Automation
Product Proposal
ExternallistManagement
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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign AutomationProduct Proposal
External list Management
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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign AutomationProduct Proposal
External list Management
SAP CRM Marketing
Product Proposals
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Product Proposal Overview
Cross selling
Up-selling and Down-selling
Top N list
Product Proposals
Product Proposal Overview
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Product Proposal Overview
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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Customer Segmentation
Lead Management
Marketing Plan & Campaign management
Marketing Calendar
Personalized Mail Form
Campaign Automation
Product Proposal
External list Management
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
Lead Management process overview
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Lead Management process overview
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
Lead Qualification Level
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Lead Qualification Level
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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Customizing Marketing Calendar
You can find all required Customizing settings by choosing
IMG CRM Marketing Marketing Planning and Campaign Management
Marketing Calendar.
Customizing Marketing Calendar
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Customizing Marketing Calendar
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
http://images.google.co.in/imgres?imgurl=http://www.hpl.hp.com/personal/Alan_Karp/cuarch/attribute_property.gif&imgrefurl=http://www.hpl.hp.com/personal/Alan_Karp/cuarch/arch_overview_TR.html&h=377&w=418&sz=12&hl=en&start=4&um=1&tbnid=v7uT27zJgsERaM:&tbnh=113&tbnw=125&prev=/images%3Fq%3Dattribute%2B%26ndsp%3D20%26svnum%3D10%26um%3D1%26hl%3Den%26sa%3DN -
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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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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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