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.