SAP CRM Overview

Session by Shubha Giriraj

Session Includes
Business Partner Organization Management

CRM Overview: Overview Diagram

CRM Overview Tele Sales&Tele Marketing Marketing Planning & Campaign Management Internet Sales

CRM Mobile Client Customizing Mobile Technology CRM Basics

Certification

Service Interaction Center

CRM Basics
Contents:

Basic Elements of CRM

Basic Elements involved in CRM processes

Business Partner Product Org Model Interaction Campaign

Provide a consistent picture of your Business Partners to all employees involved in CRM activities

Access information on your products and product catalogs used in CRM processes

Manage your CRM Organizational Model exactly the way you set up your organization

Manage customer interactions, (sales orders, activities and opportunities ) and provide a complete picture of the CRM relationship history

Plan marketing campaigns and execute them through different channels, (E-Mail, Telephone, or Sales Force)

Business Partner (BP)

An individual in or outside your organization who is of commercial interest and can be contacted during a business transaction. A partner can be a natural person or a legal entity. Partners in an organization include sales personnel. Partners outside an organization include: Customers Sales prospects A Business Partner can be a PERSON, a GROUP of people (married couple, an executive Board) or an ORGANISATION.

The BP Category must be defined when creating a new business partner.

A BP grouping classifies business partners according to user-defined criteria. When creating a BP, internal number assignment is the default. Alternatively if you want to use external number assignment you must choose the relevant grouping and enter the external number. We can define standard groupings in customizing. This means that a group is automatically selected if a BP is created without entering a BP number or grouping (with internal number assignment) or if a partner number but no grouping is entered (with external number assignment)

Topic Objectives: CRM Business Partner

Business Partner Product Org Model Interaction Campaign

Provide a consistent picture of your Business Partners to all employees involved in CRM activities

SAP Business Partner Overview Business Partner Types and Grouping Roles of Business Partners Relationships of Business Partners

Business Partner Relationships

SAP Business Partner

Patient Coworker

Borrower

Business Partner
Renter

Creditor

Vendor Customer

Accounts Receivables

Neutral Persons and organizations Independent of application Open infrastructure Integration through operational concepts

Manufacturing Plant

Business Partner Type

Business Partner Type Organization
Fields
Name
Last Name First Name Customer Group Priority

Visible

Hidden

Person

Business Partner MUST HAVE a Type Business Partner Type Grouping Business Partner

Business Partner Grouping

Business Partner Type
Grouping Business Partner Grouping

Number Ranges Freely defined Group criteria Standard Defaults

Partner Type MUST HAVE a Grouping

Consistent Distribution of BP

CRM
Customer external number range 4000-4999 Or Customer (newly created) Internal number range 1-3999

R/3
Sold-To Party (newly created) internal number range 4000-4999 Sold-To Party External number range 1-3999

The internal number range within SAP CRM corresponds to an external number assignment in SAP R/3. In this way, a BP receives the same number in both systems. Generally speaking, an active SAP R./3 system already exists and number ranges in SAP R/3 are already defined. If an internal number assignment is desired in R/3, no further number ranges are necessary. If external number assignment occurs in R/3 as well, the number range must be maintained. The customizing transaction appears as follows: R/3 - Logistics General Business PartnersCustomers ControlDefine and Assign Customer number ranges

CRM Cross Application ComponentsSAP Business PartnerBusiness Partners Basic SettingsNumber ranges & Grouping Define number Ranges
Mandatory fields must be synchronized between CRM and R/3.

BP Roles:
Each role will have 3 data sets General Data Address, Personal data, Bank Details CRM-Specific Data Sales, Shipping, Billing.. Relationships Is a contact person for, Is Sales representative for You can use partner functions as follows when you have created a relationship. You can assign an appropriate partner function for a particular sales area to a business partner, depending on the existing relationship to another business partner. A relationship can be assigned more than one partner function from the same partner function category in different sales areas.
Business Partner Maintained Smith Ltd. Sales Area Partner Function Payer Business Partner Assigned Miller Ltd. Relationship

XYZ

Smith Ltd. has the payer Miller Ltd.

..

Partner function
Sold-to party Ship-to party Bill-to party Payer Activity partner Sales manager Sales assistant Sales representative Sales clerk Employee responsible Sales prospect Person responsible

Partner function category

Sold-to party Ship-to party/Service recipient Bill-to party Payer Activity partner Employee Employee Employee Employee Person responsible Activity partner Person responsible

Relationship category

Is the goods recipient of Is the bill-to party of Is the payer Is activity partner for Is the employee responsible for Is the employee responsible for Is the employee responsible for Is the employee responsible for Is the owner for Is activity partner for Is the owner for

Competitor
Sales partner Portal provider Attendee Department Vendor Installed by

Competitor
Sales partner Portal provider Employee Undefined partner Vendor Undefined partner Is the undefined partner of Is the employee responsible for Is the undefined partner of

Customer

Sold-to party

Business Partner Roles

Ordering Party

Invoice Recipient

Invoice

Payer

Contact Person
... Address

Data Parts
Goods Recipient
... Address

Personal

Shipping

Invoicing

Address Personal data Central set types

...

Sales Shipping Invoicing CRM-specific set types Data Parts

...

Examples for Roles/Data Part Assignment

ROLE Ordering party
Goods recipient Invoice recipient Payer Consumer Competitor

DATA PARTS Personal/Organizationa l data

Prospective customer
Contact person

Address Tax numbers Bank details Sales Shipping Billing

Example for Role/Data Part Assignment

ROLE Ordering party DATA PART Personal/Organizational data

Goods recipient
Invoice recipient Payer Consumer Competitor

Address
Tax numbers

Bank details
Sales

Prospective customer
Contact person

Shipping
Billing

Business Partner Relationships

Organization
Organization 1 LA Wholesalers Inc. supplies supplies

Contact Person
is contact person of function: manager

Organization 2 Candid Horton Plaza is outlet of Organization 3 Candid San Diego is affiliate of Organization 4 Candid International is contact person of

Contact Person 1

is contact person of function: manager

Contact Person 2 is contact person of is married to Contact Person 3

Two Systems, Two Different Concepts:

R/3
The account group of the Customer Master Defines the Following: The number range Processes a Customer can be used for (Partner Function) Field attributes

CRM
Grouping: Determines the number range BP Role Provides different views of BP Data, dependent on different processes. Determines the field attributes Classification Defines to which SAP R/3 account group a BP is mapped Data Sets Depends on processes in which a BP can be used

Differences Between CRM and R/3

Terminology Partner Determination is the name of the R/3 component, whereas Partner Processing is name of the CRM component. In CRM, partner determination refers specifically to the process during which the system automatically finds and enters partners in a transaction. Maintaining Master Data When you create a business partner in R/3, you must create it as a customer, vendor, employee or competitor. The partner type you choose determines what kind of master records are created, and, later, what partner functions this partner can take on.

You must create a partner separately for each type that is relevant. For example, if your company both buys from and sells to Star Electronics, you must create Star as a customer and a vendor.
In CRM, a partner automatically takes on all partner functions unless you specify (by creating relationships) that other partners should take on these functions for the first partner. This feature simplifies maintenance of master data because there is no need for you to enter partner data repeatedly. For example, you enter Claremont Enterprises as a business partner, but do not enter any relationships for them. You create a sales order with Claremont as the sold-to party. The system is set to determine partner based on the relationships of the sold-to party. Because the system does not find any relationships for Claremont, it enters Claremont as the ship-to party, bill-to party and payer in the sales order.

Partner Type in R/3 and Partner Function Category in CRM

As explained above, when you create new partners in R/3, your assignment of the partner to a partner type determines what kind of master records are created and what functions it can take on. When you define a new partner function, you also assign it to a partner type. Only partners of the same type can take on this function. The partner types are hard-coded in the system, and you cannot change them or create new ones. Sales and Distribution includes the commonly used types customer, vendor, employee, contact person and mail partner. The partner function category in CRM is a hard-coded key that is assigned to a partner function. It allows the system to identify and work with the function. The system includes commonly used partner function categories, such as sold-to party, payer, activity partner and contact person. You cannot change them, or create new types. There are more partner function categories in CRM than there are partner types in R/3. They do not correspond to each other in any way.

The Account Group in R/3 and the Business Partner Classification in CRM The account group in R/3 is a category, such as bill-to party or consumer, to which you assign a business partner. An account group determines which data is relevant for creation of a master record. The system includes commonly used account groups, but you can also define your own. To define account groups in Customizing, choose Logistics - General -> Business Partners -> Customers -> Control -> Define Account Groups and Field Selection for Customers, and Vendors -> Control -> Define Account Groups and Field Selection (Vendor) The business partner classification in CRM is also a category, such as consumer, to which you assign a partner. It determines how the CRM system uses a partner. You can assign a partner to more than one category. If you distribute business partner master data between CRM and R/3, a partner's classification in CRM determines its account group in R/3, or the other way around. If you replicate partners from CRM into R/3, you can only create R/3 master records for those with the following classifications in CRM: consumer customer prospect competitor You can set which R/3 account group corresponds to which CRM classification in the transaction PIDE in the plug-in for CRM Middleware. Here you can also make other settings for the distribution of business partner data between CRM and R/3.

Business Partner Relationship Category

Business partner relationship categories exist only in CRM. They are the definitions of business-relevant connections between partners, and include has the contact person or is married to. The system includes a number of relationship categories, and you can also define your own. Many categories are hard-coded to correspond to partner function categories.

Sources for Partner Determination

In R/3 there are fewer sources for partner determination than in CRM, and you can specify only one source for each partner function to be determined. The following sources are available: The master data of one of the partners in the transaction A customer hierarchy The current user Table T024P (transaction OB51), which contains data on credit representatives User exits The R/3 system most frequently uses the sold-to party's master data, but you can set it to use the master data of any partner in the transaction. Other sources that are available in CRM, such as the preceding document or organizational data, are not available for partner determination in R/3. In CRM, there are more sources than in R/3, and you can specify as many of them as you want for each partner function to be determined. They include: The business partner relationships, by sales organization, of a partner in the transaction The general business partner relationships of a partner in the transaction A current partner in the transaction The preceding document Organizational data A pricing hierarchy The current user Business Add-Ins

Sequences in R/3 and Access Sequences in CRM The sequence in R/3 indicates when the partner is determined, in other words, whether it is the first partner determined in a transaction, or the second or the third, and so on. You assign sequences to partner functions in partner determination procedures. The access sequence in CRM defines a search strategy that specifies the sources of data the system uses when it determines a partner and the order in which it uses these sources. It does not specify whether this partner is determined before or after other partners. In CRM, you set when a partner is determined by making an entry in the field Determination Time in the Customizing activity Define Partner Determination Procedure.

Organisation Management (OM)

Organizational Management in CRM offers you a flexible tool for displaying your companys task-related, functional organizational structure as a current organizational model. Displaying your service or sales and distribution structure is at the forefront of CRM. To work with the CRM system, you can simply display the organizational units that are relevant for your sales and service-related processes. CRM organizational management has many options for linking to your organizational units. The organizational units (for example, sales organization, service organization) are not already specified: You can include your own organizational levels and leave levels out. The R/3 organizational units (for example, sales organization, distribution channel, division, maintenance processing plant) can be assigned as attributes to the organizational units in CRM. These attributes are not mandatory for planning the organizational model. However, they are required for automatically determining organizational data in documents. You can activate an organization to be used for several scenarios, enabling it to be a sales organization and a service organization at the same time. The organizational model is time-dependent. This enables you to plan organizational changes in the future. Organizational units can occur as business partners. The system automatically creates a business partner record for an organizational unit with the organizational unit role.

Maintaining the Organizational Model in CRM Display the sales or service structure of your organization for CRM Organizational Management. Make changes to the organizational model or individual organizational units. Display responsibilities and other data of your organizational units using attributes. Display sales areas (sales organization, distribution channel, division). Attributes You maintain important data like address, validity period You define attributes for each organizational unit of each scenario, for example, currency, region, product group By assigning attributes, you maintain sales areas by assigning the attributes distribution channel and division to a sales organization or its subordinate organization Differences in the Organizational Data in R/3 (SD) and CRM Organizational management in the CRM System offers a flexible tool for maintaining the company structure for different scenarios (Sales, Service and Enterprise Buyer Professional). You can maintain the company structure including the positions and employees in an application and assign specific data (attributes) to the organizational units. This new maintenance makes new functions possible, for example, you can set the automatic determination of organizational data for transaction documents using the organizational model display in Customizing. The following overview lists the main differences in the maintenance and use of organizational data between the R/3 application component Sales and Distribution (SD) and the CRM component Organizational Data.

Business Partner

Topic: Organizational Structures

Manage your CRM Organizational Model exactly the way you set up your organization

Product

Org Model

Interaction

Campaign

Organizational Model:

CRM vs. R/3

Organizational Units,

Positions and Holders

Business Attributes Determination of

Organizational Data

Organization - R/3 Model

R/3 Sales-Related Structure
USA

Sales Organization

Western US

Sales Office

San Francisco

Los Angeles

Sales Group

Scott Parker

Sales Representative

Organization Possibilities - CRM

A part of an international organization:
Global Sales
Americas Level 1 Europe

South America

North America

Level 2

France

Germany

USA

Level 3

Berlin Office

Munich Office

California Office S.F.

Level 4 Office L.A.

Group B1 Level 5

Group B2

Group SF1

Group SF2

Level 6

Breaking down an Organizational Unit

Positions and Holders assigned to an Organizational Unit:
Berlin Office Munich Office

Level 4

Group B1

Group B2

Position Employee

Sales Manager

Jane Miller

User
Position
Sales Rep

Jane Miller

Organizational Structure and Attributes

Starts with Global Sales Name Sales Office San Francisco Sales Office 1 San Francisco Sales Office Los Angeles Sales Europe Organizational Structure Office SF Group SF Office LA Sales Europe Sales FRA Sales GER Office Munich Office Berlin Group B1 Group B2

Sales France Sales Germany Sales Office Munich Sales Office Berlin Sales Group 1 Berlin Sales Group 2 Berlin

No limit to the levels you can use

Details for Organizational Unit Group SF1

Basic ATTRB CRMATTR Address Sale Valid From To Excl

Scenario for attrib maintenance Object permitted for scenario Status for consistency check Attribute POBOX POSCO1 ProdGrp ProdGrp Product Quantity Description Postal Box Postal Code Product Gr... Product Gr... Product

Attributes are assigned to the Organizational Unit

Business Attributes
Business attributes are assigned to organizational units

Country Currency District Industry Sector Language Last Name Business partner Partner function Product Group Product

Quantity Net value Postal Code Region Sales Group Sales Office Sales Organization Division Distribution Channel ...

For which Sales Country, Division etc.is this Organizational Unit resposible? Which Currency? Which Language?

Business attributes are passed on from higherlevel organizational units to all dependent organizational units

Sales Europe Sales FRA Sales GER Office Munich Office Berlin Group B1 Group B2

Sales Europe Sales France Sales Germany Sales Office Munich Sales Office Berlin Sales Group 1 Berlin Sales Group 2 Berlin

Mapping of CRM Orgnizational Units to R/3 Sales Organization, Sales Office, Sales Group
R/3 Model CRM Model
North America USA

R/3 Sales Org.

Sales USA

Western US

R/3 Sales Office

Western US

Additional Levels

San Francisco

R/3 Sales Group Attributes of CRM Org.Units

California

San Francisco

Los Angeles

Organizational structure can be different from R/3 Entities used in R/3 can be matched via attributes

Sales Order

Organizational Data Determination

Activity Opportunity
Product Group: 01 Industry Sector: High Tech

Transaction Type Role Sales

Attributes

Resulting Organization Unit Sales Office Los Angeles

Product Group Industry Sector

Function/Feature
General

R/3 System
You maintain the sales organization in Customizing under Organization Settings. You maintain the organizational plan for HR and Workflow independently in Business Management (Basis). Organizational data in Sales and Distribution is static, changes in organizational data result in major changes in Customizing.

CRM System
You maintain the organizational model once for all applications in CRM. Scenario-specific data in the structure is assigned by attributes to the organizational units. These attributes are passed onto subordinate organizational units. Organizational models can be maintained and adapted dynamically.

Responsibilities are proposed from the sales area-related data from the customer master.

Responsibilities are defined independently from the business partner master and are determined, if required, from the organizational model. when creating a transaction document entered manually or determined using organizational data determination In Customizing you set whether you wish to have a division at header level of a document in the sales area. If you decide not to use a header division you need to use a dummy division (see R/3 dummy division). A business partner master must therefore have data for at least one sales area with an empty division, so that it can be used at the header level of documents (see IMG for Customer Relationship Management Master Data Organizational Management Division Settings).

Sales area

when creating a sales document entered manually or determined using the customer master for the sold-to party .

Distribution chain (sales organization and distribution channel) Sales organization

is mandatory in sales documents

can be flagged as mandatory in Customizing (org. data profile) We recommend that you flag the distribution chain as mandatory for sales documents The organizational unit responsible for the document need not be a sales organization. It can also be, for example, a sales office. You can assign business partners directly to the sales organization is not an independent object. It is an attribute that can be assigned to an organizational unit.

only one sales organization can occur in a sales document. This organization is responsible for the processing of business transaction. is an organizational object

Distribution Channel

is defined in Customizing

can be replicated from the R/3 System (during the initial download), or, can be defined in the CRM System in Customizing.
Use of the division can be switched off throughout the system

Division

must be used. If a company does not use division schedule lines, a general division (cross-division) must be set up and used. is defined in Customizing

can be replicated from the R/3 System (during the initial download), or, can be re-defined in the CRM System in Customizing. The division is not an organizational unit, but an attribute. Several divisions can be assigned to a sales organization independent of the distribution channel. You set in Customizing whether there is a header division. (see IMG for Customer Relationship Management Master Data Organizational Management Division Settings).

is an organizational object can only be assigned to one distribution chain and not to a sales organization. Sales document has a sales area, therefore also a division at header level (header division).

Sales office

is assigned to a sales area

The sales office can be directly assigned to a sales organization.

can be assigned to a customer in the customer master.

Business partners and other attributes (for example, postal code area) can be assigned to the sales office, independent of the sales area.
Business partners and other attributes can be assigned to the sales group. Assignment of employees to an organizational unit using positions in the organizational model This makes it possible to assign an employee to different positions and organizational units. We recommend you assign only one employee to a position, if you are also using CRM Territory Management. own entity, comparable with sales organization in Sales scenario, is responsible for processing service transactions

Sales group

can be assigned in the sales data of the customer master to a customer as a responsible group Assignment of an employee to the sales group, sales office and/or sales organization takes place in personnel master via Info type 900, an employee can only be assigned to one organizational unit (sales group)

Service organization

displayed as maintenance planning plant

Determination of employee responsible (ER)

Organizational unit as business partner (cross-company) Sales district (customer district)

via customer master for sold-to party (or another partner in accordance with partner determination procedure)

via the sales area-dependent partner function Employee responsible in the BP master via the BP relationship defined in the business partner master via assignment in the organizational model
possible; when creating an organizational unit, a business partner master (organization category) is automatically created. is assigned to an organizational unit in the organizational model as an attribute and, if required, is copied from the responsible organizational unit into the document

not possible; a customer master record must be created for the organizational unit is defined in the customer master and copied from there into the document

Thank U