Cr1004 - Sap CRM Marketing

CR1004 -SAP CRM Marketing v1.
India SAP CoE, Slide 1
SAP CRM Marketing

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SAP CRM Marketing

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SAP CRM Marketing

Marketing Plan and Campaign Management
Customer Segmentation
Marketing Calendar
Personalized Mail Form
External List management
Campaign Automation
Product Proposal
Lead Management
Applications in Marketing
Marketing
Calendar
Marketing
Planner
Campaign
Automation
External
List
Management
Marketing
Planning
Customer
Segmentation
Campaign
Management
Lead
Management
Segment
Builder
Survey Suit
Lead
Management
Product
Proposals
Mail Forms
Personalization
Marketing Functionalities are highly

Integrated
Examples:
CRM
Channels
BW
Interaction center
Mobile
Ecommerce
ERP
Channel
Management
Third Party
APO
Preparation
Planning/Analysis
Execution
Activity Lists
Call Lists
E-Mail
Lead
Generation
Preparation for
mailing
Responses, Feedbacks
Marketing & Campaign Planning

CAMPAIGN
MANAGER
FINANCIAL
PLANNER
STRATEGIC
PLANNER
5
Valuates the planned
Quantity and calculates
the expected Profit
Performs Market
Analysis &Defines
Strategies
Sets Marketing Budgets &

Targets, Conducts
performance reviews
4
Ensures the
availability of the
capacity and
establishes a
logistical Quantity
Plans and Monitors

campaign and uplift
Volumes
SUPPLY CHAIN
PLANNER
MARKETING
ASSISTANT
Dividing your customer master into different groups is
called customer segmentation and depends to a
great extent on the planned marketing activity.
Personalized E-mail
E-mail
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
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

2
1
LIST CREATION &
MAINTAINANCE
EXTERNAL
LIST
ANALYSIS
CAMPAIGN
PREPARATION
CAMPAIGN
EXECUTION
BUSINESS
4
ACTIVITY
PROCESSING
External list management is the process of Purchasing, Managing,

Using and Reporting on acquired addresses.
SAP CRM Marketing

PrepareMe
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SAP CRM Marketing

PrepareMe
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5
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SAP CRM Marketing

Marketing Plan and Campaign Management
Marketing Calendar
External List management
Campaign Automation
Product Proposal
Lead Management
SAP CRM Marketing

Marketing Plan & Campaign management
Marketing Calendar
External list Management
Campaign Automation
Product Proposal
Lead Management
Marketing Plan & Campaign Management
Marketing Planner
Product Selection
Partner Functions
Campaigning
Campaign Execution
Marketing Element Definition

Marketing Plan
Strategic
Planning
Marketing Plan
Element
Campaign
Operative
Level
Campaign
Element
Marketing Planner Hierarchical View

Marketing Plan
2007
East Zone
North Zone
West Zone
Quarter 1
Quarter 2
Road Show
Mailing
Campaign
Element1
Target Groups
South Zone
Product Catalog
Product
TV advert
Element2
Document/URL
SAP Defined Marketing & Campaign Symbols
Structure of Marketing Planner

Work Area
Structure Tree
Work list and

templates
Marketing Planner: Overview of the tab pages

Basic Data
Assign MS Office and other Documents etc
Notes
E Mail, Fax, SMS, Phone etc
Documents
Attach a target group
Channels
Priority, Person Responsible, Dates etc
Segments
Assign a Product Catalog for Internet sales scenario
Product Catalogs
Assign Products to campaign
Products
Integrated cost planning (Key Figure planning)
Costs
Assign Partner determination Procedure
Partners
Assign Action Profile to Marketing Objects
Actions
Integrated (success) key figure planning
Key Figure Planning
Campaign- Specific Prices or Discounts
Discounts
Who created this element, Is it updated in SAP BW.
Administration
Additional attributes
Additional Fields
Strategy, Goals, Comments etc
Marketing Organization
Product Assignment
We 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 Functions
All 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

1
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)
Discounts
Campaign specific
condition types; Pricing
concepts apply
Channel, Communication Medium, Method and

Transaction Type
Communication
Medium
Assigned to Campaign on channels tab page( Marketing Planner)

Can be defined freely in customizing
Communication
Method
Assigned to Communication medium in customizing.

Determines whether system generates a call lists,sends
E-mails or Leads etc( hard coded ).
Example:
Communication Medium:
Telephone with Lead generation
Communication Method : Telephone
Transaction Type: Lead.
Transaction
Type
Assigned to communication medium/

communication method combination.
Can be freely defined in IMG.
Determines which transaction type is
created during campaign execution.
Campaign Execution Across Interaction

Channels
Set up Campaign and communication Medium:
1
Mail form, IC Script
Trigger
Execution
Highest target group to be transferred

to communication medium
Release campaign and

all higher level nodes
Integration with PS ( Budgeting )

CRM Marketing Budget Transfer to R/3
Campaign Execution in R/3
For Example Purchase order
Brand Times
Budget
Publishing Post 650 INR

Slide
Printing
Budget
Commitments
600
INR
Slide
250
INR
Printing
450
INR
650 INR
350 INR
300 INR
Budget Overrun
Benefits: No Marketing Budget overrun
Additional budget must be approved

before it can be consumed
SAP CRM Marketing

Marketing Calendar
Campaign Automation
Product Proposal
Lead Management
Maintain Attributes
Maintain Attribute Set

Assign Attributes to BP
Create Data Source

Create Attribute List
Create Profile Set

Use Target Group
Maintain Attribute
Attributes are the criteria you use to distinguish between business partners so as to
facilitate more personalized marketing activities.
Attribute
Attribute
Type Ex.
Character
Maintain Attribute Sets

All the relevant attributes are put together to make an
attribute set.
Attribute
Set
Select Person,
Organization
Attribute
Value
Assign Attribute Values to BP
Business
Partner
Attribute
Set
Attribute
Set
Maintain Data Source
Origin Type
1)Attribute set
2)Infoset
3)BW Query
4)ELM (BW)
Maintain Attribute List
Filter
Attribute
Values
The Segment Builder is used for the creation of target groups with a particular
marketing aim in mind.
Target Group creation
via drag and drop
Staging
Area
History
Attributes
Values
Detail Area
SAP CRM Marketing

Marketing Calendar
Campaign Automation
Product Proposal
Lead Management
Marketing Calendar Overview

CALENDAR VIEW
YEAR 2007
MAY JUNE JULY AUG SEP
Campaign
Camp1
Camp2
Camp3
OCT NOV DEC
Marketing Calendar in GUI

SELECT
SEARCH
QUERY
SELECT
VIEW
SELECT
PERIOD
PERIOD
VIEW
MODE
QUERY
RESULT
Define Search Tables

THE FOLLOWING TABLES ARE DELIVERED AS STANDARD:
TABLE CGPL_ PROJECT
TABLE CRMD_MKTPL_DRES
TABLE CRM_MKTPL_ATTR
Define Search Criteria

SEARCH CRITERIA
FOR CALENDAR
DEFINE FIELDS
FOR SEARCH
CRITERIA
Assign Search Criteria

ASSIGN DEFINED SEARCH CRITERIA TO A CATEGORY
1:N RELATIONSHIP BETWEEN CRITERIA AND CATEGORY
Define Views
SAP CRM Marketing

Marketing Calendar

Campaign Automation
Product Proposal
Lead Management
Introduction to Personalized Mail form
Direct Mail
SMS
E-Mail
FAX
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 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
Creating E-Mail Forms

STRUCTURE
STRUCTURETREE
TREE
WORK LIST
OVER VIEW AREA
FORM
PAINTER
Maintaining Mail Forms & Templates
Screen Structure in SAP GUI

MAIL FORM EDITOR
MAIL FORM
STRUCTURE
CONDITIONS
ATTRIBUTES
URL Link Creation & Tracking

FIRST HIGHLIGHT THE LINK
ADD ++AT THE END OF THE URL TO
CREATE PERSONALISED LINK
INTERNET SALES
ADDING ++ ALSO USED FOR
TRACKING
OTHERS
ADD ## AT THE END OF THE
URL FOR TRACKING
Creating Subject Lines

CAN SEND ATTACHMENTS WITH MAILS IF CONDITIONS ARE FULFILLED.
SAP CRM Marketing

Marketing Calendar

Campaign Automation
Product Proposal
Lead Management
Introduction
EXTERNAL LIST MANAGEMENT
It is the process purchasing, managing, using and
reporting on acquired Business addresses.
ADDRESS LIST
It is a list of Business Partners
RENTED ADDRESSES
These are the addresses that the company
acquires for a specific period of use
PURCHASED ADDRESSES
These are the addresses that belong to the ordering party
List Creation Process Steps

UPLOAD
UPLOAD
DELETION
OF BP
MAPPING
BP CREATION
MAPPING
USE
BP
POSTAL
CHECK
TG
CREATION
DUPLICATE
CHECK
BP
CREATION
Mapping in GUI
ID
File
separator
E.g. file for file preview
E.g. row
in file
List Creation in GUI

List type
NO OF USERS
& END DATE
Usage in BP
The Rented indicator is deleted when the BP is Won.

SAP CRM Marketing

Marketing Calendar

Campaign Automation
Product Proposal
Lead Management
Campaign Automation
Campaign Automation enables you to enables you to define
Marketing 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
2
1
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 on
6
Start or Schedule the
Campaign Process
Once the start node is
executed or
scheduled, the overall
process runs
without further manual
interaction
5
Simulate and Optimize

Optimize marketing
channels in
terms of profitability
in consideration
of business
constraints
(for example, call
center capacity)
Define Processing
Rules and Conditions
Specifies start and
duration of
individual
transactions or
process steps in a
campaign
3
Define Process Steps
For example:1. Send
a mail to specific
target group
2. Send a
confirmation mail to
responders
3. Generate a call list
with all target group
members that did not
respond
User Interface
Process Modeling
area
Worklist
Details Area
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 a

campaign process. Assignments are graphically displayed.
Decision Node: Controls the follow-up steps that are

carried 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 another

event-triggered campaign.
CAMPAIGN PROCESS
A campaign process contains one campaign and
usually 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 cannot
contain 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 be
included in the campaign process using drag and drop.
Decision Nodes
Each customer or prospect can set up his own individual
process. 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 follow steps of a rule are executed if the rule conditions are met, you can
assign one or more conditions to a rule. Also a dummy condition, which is
always 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 campaign
element.
As a result of the optimization, the original target group is split and assigned to
the subsequent follow-up steps.
Event Triggered Campaigns

Define event triggered campaigns, which can be
launched from other business processes.
Event Triggered Campaigns
An 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 Nodes
A 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
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 within
the campaign process to ensure that the campaign
proceeds with out further manual action.
Rules and Conditions

Decision nodes contain rules and conditions that
specify how to interpret a customer response and
the follow-up to be triggered on the response.
Modeling Rules
To model consistent campaign process, you need
to note the following rules.
Scenario
Multi-wave Campaigns
The 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 Campaigns
Can be launched from multiple business processes.
Customizing Steps
IMG
CRM
Marketing
Marketing
Planning and Campaign Management
Campaign Automation
SAP CRM Marketing

Marketing Calendar

Campaign Automation
Product Proposal
Lead Management
Product Proposals
Product Proposal Overview
Cross selling
Up-selling and Down-selling
Top N list
Product Proposal Overview

The Product Proposals which are available in SAP CRM are:
Cross-selling
Up-selling
Down-selling
Top n product lists
Accessories ( maintained in Product master)
Possible scenarios : Product proposal are possible in Internet Sales and
Interaction Center (Tele Sales)
Product Proposals
Cross-Selling
Cross-selling : For a given product or combination of products, additional

products are proposed
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

Up-selling or
Down-selling
Cross-selling
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 Marketing

Marketing Calendar

Campaign Automation
Product Proposal
Lead Management
Lead Management
Business Scenario
Lead Management process overview
Lead Generation
Lead Management overview screen SAP GUI
Leads Customizing
Define Transaction type

Lead Qualification
Lead Qualification Level
Business Scenario
Customer calls to CIC
Agent or Lead Manager
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 will
be 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.
Lead Manager
CIC Agent
Sales
Representative
Lead Qualifier
Lead Management process overview

Mobile, CIC (Tele call), Web, ELM (Third Party)
Lead gathering and targeting

Cold
Lead Qualification
Routes to Channel partner
Warm
Routes to Call center
Hot
Routes to Sales department
Qualify Lead status based on survey

Lead Processing
Set Lead status : Open, Won , Loss

Create subsequent Business
Transaction from Lead ex: Opportunity
Lead Generation
Lead creation :
CRM online
Interaction Center
E Selling and web store
Channel Portal
Survey
Lead Generation :
Campaign execution
Segmentation
Email and Survey
Lead Management overview screen: SAPGUI

Customer general
details
Documents
Attachment
Lead manual/automatic
qualification
Lead Status
Define Transaction Type

Customizing Header
The Lead
group is
used for
analysis
Origin of leads
Business
Transaction
Category
In the Customizing header, you

can additionally define how
many leads can be created per
business partner.
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.
Lead Qualification
Qualification level can be set by using
survey tool :
Pre defined Questionnaire
Single 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 answers
and give rating
Lead Qualification Level
Assign survey
to qualification
level
IMG Path
Assign scoring range to
Survey rating
SAP CRM Marketing

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Campaign Type Dependencies
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

You can find all required Customizing settings by choosing
IMG CRM Marketing Marketing Planning and Campaign Management
Marketing Calendar.
Customizing Personalized Mail
IMG -> MARKETING ->

MARKETING AND
CAMPAIGN MANAGEMENT
-> PERSONLISED MAIL ->
MAINTAIN SCENARIO FOR
MAIL FORMS
WE CAN ADD ATTRIBUTEDS TO THE STANDARD OBJECTS LIKE BUSINESS

PARTNERS, CAMPAIGN INFO AND SYSTEM DATA
Leads Customizing
Basic settings of Leads
Settings for Leads
Workflow settings
SAP CRM Marketing

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Mail Form Attachment
MAIL FORM
Campaign Execution in Interaction Channels

1
Set up Campaign and communication Medium:

Mail form, IC Script
Trigger
Execution
Highest target group to be transferred

to communication medium
Release campaign and all h
Create Marketing Attributes

Your company wants to record more information about business
partners 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
IMG: Customer Relationship Management
Transactions Settings for Leads
Transactions Basic Settings Define
Transaction Type
Transactions Settings for Leads
Questionnaires for Leads Define
Questionnaires
TG Creation
Marketing Segmentation Marketing
Attributes Maintain Attributes
Marketing Segmentation Marketing
Attributes Maintain Attribute Sets
SAP Menu: Marketing Segmentation
Marketing Attributes Assign Attribute
Values to Business Partners.
SAP Easy Access Menu: Marketing
Segmentation Marketing Segments
Maintain Data Sources for Segment Builder
Segmentation
SAP Menu: Marketing segmentation
Marketing Segments Segment Builder
Create Profile set
Create a Target group
SAP CRM Marketing

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Useful Hints
Marketing plans and campaigns can be extended and transferred to
the next year
A target group can be assigned to a market plan but only for the
informational (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 Business
Partners in a Target Group enables you to assign a group of
business partners (all members of the specified target group) to an
attribute. You can find this report under Marketing Tools Expert
Tools.
PRECONFIGURED ROLES IN PCUI

INTERFACE
For marketing the following preconfigured roles are
maintained
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
Searching for information is one of the most important tasks for
CRM 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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CR1004 -SAP CRM Marketing v1.

India SAP CoE, Slide 1

SAP CRM Marketing

SAP CRM Marketing

SAP CRM Marketing

India SAP CoE, Slide 5

Marketing Functionalities are highly

India SAP CoE, Slide 6

Marketing & Campaign Planning

Sets Marketing Budgets &

Plans and Monitors

India SAP CoE, Slide 8

The form builder application supports personalized communication

India SAP CoE, Slide 9

CRM Marketing Calendar

The Marketing Calendar gives an overview of all marketing

India SAP CoE, Slide 10

External list management in SAP CRM

External list management is the process of Purchasing, Managing,

SAP CRM Marketing

SAP CRM Marketing

SAP CRM Marketing

SAP CRM Marketing

India SAP CoE, Slide 15

Marketing Plan & Campaign Management

India SAP CoE, Slide 16

Marketing Element Definition

India SAP CoE, Slide 17

Marketing Planner Hierarchical View

India SAP CoE, Slide 18

SAP Defined Marketing & Campaign Symbols

India SAP CoE, Slide 19

Structure of Marketing Planner

Work list and

India SAP CoE, Slide 20

Marketing Planner: Overview of the tab pages

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

Key Figure Planning

Campaign- Specific Prices or Discounts

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

Strategy, Goals, Comments etc

India SAP CoE, Slide 21

India SAP CoE, Slide 22

India SAP CoE, Slide 24

Actions in Marketing Planner

All actions included in the action

execution on actions tab page.

India SAP CoE, Slide 26

Channel, Communication Medium, Method and

Assigned to Campaign on channels tab page( Marketing Planner)

Assigned to Communication medium in customizing.

Assigned to communication medium/

Campaign Execution Across Interaction