SAP CRM – Marketing

SAP CRM provides a central marketing platform that enables organizations to analyze, plan, develop, and execute all marketing activities through all customer interaction points. This integrated application empowers marketers with complete business insights – enabling you to make intelligent business decisions and to drive end-to-end marketing processes.

SAP CRM supports critical marketing processes, including:

  • Marketing resource and brand management
    • Manage and optimize the use of marketing resources including budgets, people, time, and assets.
    • Align all activities and resources around strategic marketing goals.
    • Gain visibility and control into your marketing processes.
    • Accurately manage the marketing budgets and costs.
    • Increase brand awareness with proper usage and consistency across enterprise and third-party agencies.
    • Facilitate collaboration among team members and coordinate marketing activities across the enterprise.
  • Segment and list management
    • Manage enterprise customer and prospect data without the need for IT support.
    • Define accurate segments with a consolidated view of all relevant enterprise customer data.
    • Gain insights into customer segments with data visualization features.
    • Easily perform segmentation using an interactive, drag-and-drop interface.
  • Campaign management
    • Make relevant and personalized real-time offers through inbound marketing channels.
    • Execute marketing activities through all inbound and outbound interaction channels: direct mail, e-mail, phone, web, fax, and SMS.
    • Build customer relationships with dialog marketing that builds on previous interactions to make the follow up interactions more relevant and personalized.
    • Leverage online marketing channels to plan, develop, and execute e-mail marketing campaigns.
  • Trade promotion management
    • Optimize allocated trade funds to best generate sales volumes and to maximize brand awareness.
    • Centrally plan and align all trade activities with the SAP Trade Promotion Managementapplication.
    • Accurately develop sale volume forecasts and financial accruals with downstream performance data.
    • Close the loop on trade claim payments and deductions.
    • Automate trade settlements and redemption processes with integration to financials, close the loop on trade activities, and track plan and actual figures.
    • Gain insight into trade promotional effectiveness at multiple planning levels: product, category, account, and segments.
  • Lead management
    • Maintain a single source of all enterprise lead information.
    • Automated the entire lead life-cycle process from lead generation, prioritization, distribution, and follow-up processes.
    • Extend your lead management process to partner organizations to increase conversion rates.
  • Marketing analytics
    • Understand the effectiveness of marketing activities.
    • Convert reports and data into actionable insights.
    • Evaluate effectiveness of various marketing activities, channels, and tactics
    • Use advanced analytical algorithms to cluster, classify, and segment customer base.
    • Predict customer behaviors, anticipate their needs, and create more relevant, targeted messages.