SAP Overview - Marketing

SAP Overview - Marketing

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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:

• 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.

• 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.

• 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.

• Create specific loyalty programs by defining customer tier levels, points management, and partner management capabilities.
• Define loyalty rewards program rules, conditions, and offers using the flexible CRM rules builder.
• Drive loyalty program membership with membership-handling capabilities; robust point management, tier management, and card-handling capabilities across multiple channels.
• Process points accruals and redemptions with the scalable loyalty-processing engine.

• 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 application.
• 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.

• 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.

• 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.