Marketing Capabilities in SAP CRM
Overview Presentation
Enhancement Package 3 for SAP CRM 7.0
Agenda
1. Business Environment – Strategic Marketing
2. SAP Solution for Marketing in SAP CRM
3. Highlights in SAP Enhancement Package 3 for SAP CRM 7.0
4. Customer Success & Analyst Recognition
5. Why SAP?
© 2013 SAP AG. All rights reserved.
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Companies Need to Transform Marketing
Customer Engagement With Real-time
Insight is the New Business Imperative
67%
of CMOs are focused on customer
loyalty and advocacy as a top priority.
Source: IBM CMO Study
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CUSTOMER ENGAGEMENT:
PRODUCT PORFOLIO OVERVIEW
WEB
DIGITAL
GOODS
MOBILE
SOCIAL
INTERNET
OF THINGS
CALL
CENTER
EMAIL
CONTACT
CENTER
POS
MARKET
PLACE
MARKETING
CHANNELS
INDUSTRIES
MARKETING
SALES
SERVICE
PREDICTIVE ANALYTICS
HANA AS A PLATFORM
SOCIAL
COMMERCE
Agenda
1. Business Environment – Strategic Marketing
2. SAP Solution for Marketing in SAP CRM
3. Highlights in SAP Enhancement Package 3 for SAP CRM 7.0
4. Customer Success & Analyst Recognition
5. Why SAP?
© 2013 SAP AG. All rights reserved.
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CRM Marketing Solution Overview
Empower marketers with tools
and capabilities that enable
them to engage customers at
every stage of the customer
experience lifecycle.
Marketing
Analytics
Lead
Management
Marketing
Resource
Management
Customer
Segment
and List
Management
Loyalty
Management
Campaign
Management
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Marketing Resource Management
Manage Marketing Resources and Align the Organization
Enhance the ability to manage and optimize the use of internal
and external marketing resources (budget, employees, time,
campaigns, collaterals, and so on).
• Marketing Planning and Budgeting to collaboratively develop
marketing plans and budgets. Manage marketing funds and
account for all marketing spend.
• Integrated Marketing Calendar as a central entry point that
gives an overview of all planned and running marketing
activities.
Benefits
• Improve marketing
accountability and efficiency
• Improve alignment and
visibility into all marketing
activities
• Control and track costs of
marketing
• Ensure consistent brand
collateral usage
© 2013 SAP AG. All rights reserved.
• Marketing Program Management for managing marketing
activities with task management, campaign templates, workflows
and approvals.
• Digital Asset Management to store and manage rich media
files across the company and utilize digital assets in campaign
activities.
• Collaboration with SAP Jam to streamline decision-making
and collaboration across the organization and with external
partners.
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Marketing Resource Management
Highlights – Budgeting, Marketing Calendar, Collaboration and Digital Assets
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Segment and List Management
Design Scalable and Targeted Campaigns
Create targeted campaigns based on numerous customer
attributes leveraging data from multiple sources such as SAP
CRM, ERP, BI & external list data.
• High volume segmentation to design and create target groups
that span millions of customers.
• Segment builder to discover, gain insight accurately define
segments using a multi-step, visual and intuitive interface.
Benefits
• Boost customer insight
• Enhance marketing
productivity
• Increase conversion rates
• Reduce campaign
execution costs
• Increase revenue
© 2013 SAP AG. All rights reserved.
• Integration to HANA-based segmentation application called
Audience Discovery and Targeting for transfer of target groups
and closed-loop execution in CRM.
• External list management provides an open and scalable
mechanism to import customer lists for prospecting activities as
well as to enable external campaign execution.
• List quality analysis to analyze spend on external, purchased
lists and their effectiveness in customer acquisition & revenue
contribution.
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Campaign Management
Connect with Targets Through Multi-Channel Marketing Programs
Successfully connect with customers to drive demand for products
and services. Analyze, plan, develop, execute and measure
campaign activities through all inbound and outbound interaction
channels.
• Campaign planning collaborate with team members and
manage resources to plan, develop, and execute coordinated,
multi-channel inbound and outbound campaign activities.
Benefits
• Coordinated multi-channel
campaigns
• Optimize the marketing
channel mix
• Execute interactive, dialog
campaigns
• Successfully connect with
target audiences
• Campaign automation (dialogs) to build long-term customer
relationships with relevant and personalized customer
interactions over time.
• Real-time offer management to leverage inbound customer
interactions to make real-time offers through the call center and
the Web to drive customer demand.
• E-marketing to leverage lower cost channels to deliver high
volume personalized, relevant messages through e-mail and
web pages.
• Collaborative campaigns to extend campaign capabilities to
field sales and marketing organizations.
• Marketing Permissions to manage opt-in for various channels.
© 2013 SAP AG. All rights reserved.
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Loyalty Management
Reduce Customer Churn and Deepen Customer Relationships
Loyalty Management to plan and execute customer loyalty
programs across the enterprise.
• Program management allows marketers to setup and
maintain loyalty programs, including status levels, tier groups,
and points accruals and redemption information.
• Reward rules management allows marketers to setup and
maintain loyalty rules and conditions that determine what
customer actions and behaviors constitute reward points and
deductions.
Benefits
• Reward and retain your
high value customers
• Increase customer
satisfaction and develop
deeper customer intimacy
• Increase program value and
revenue by leveraging
partner network
© 2013 SAP AG. All rights reserved.
• Membership handling allows marketers to define customer
eligibility and registration into specific loyalty programs.
Registration can be taken via web-self service or through the
call center.
• Processing engine is the core of the loyalty management
capability. The engine is highly scalable and processes all
member activities and tier transition evaluations.
• Partner management end-to-end partnership handling, partner
point billing, point settlement, PCM application integration.
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Loyalty Management – Functional Overview
Program Execution
Program Design & Setup
Program Management Reward Rules Management Partner Management Membership Handling Processing Engine Tier Management
Robust Rule
Modeling
Partnership
Handling
Membership
Models
Membership
Benefits
High Volume
Processing Engine
Points
Management
Version
Management
Member
Registration by
Partner
Member Tier
Management
Voucher
Handling
Online Member
Activity Processing
Tier based Point
Expiration
Template & Expert
mode maintenance
Buying/Selling
Points to Partners
Member
Activities
Temporary
Card Handling
Batch Member
Activity Processing
Program Creation
Rule Scheduling
Partner Billing
Member Profile
Maintenance
Benefits
Partner
Sponsorship
Earn Points for
Partner Products
Point Account
Management
Point Expiration
Processing
Dynamic Attributes
Campaign
Integration
Redeem Points for
Partner Product
Loyalty Card
Handling
Simulation of Rule
Processing
Outbound
Correspondence
Tier Evaluation
Processing
Integrate / Collaborate
Loyalty API
Connectivity
Sales Order
Integration
© 2013 SAP AG. All rights reserved.
IC
Integration
Web Channel
Integration
PCM
Integration
POS
Integration
Social and
Mobile
Loyalty
Analytics
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Lead Management
Increase Sales and Marketing Collaboration
Seamlessly manage processes between sales and marketing
organizations. Generate highly qualified leads and follow up on
every lead to closure. Increase the lead conversion rates and
the lead cycle times.
• Lead generation allows leads to be generated from multiple
customer interaction points: Interaction Center, Web, surveys,
and sales.
• Lead qualification to generate highly qualified leads for
increased lead-closure rates.
Benefits
• Prioritize leads based on
intelligence
• Lead distribution to automate the lead distribution process
to the best qualified agents, including partner agents.
• Follow up on all high value
leads
• Lead analytics to close the loop on lead monitoring and
effectiveness throughout the entire lead life-cycle process.
• Increase sales/ marketing
collaboration
• Increase lead conversion
rates
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Marketing Analytics
Gain Actionable Insights to Drive Intelligent Decisions
Capabilities that convert data into insights. Enables marketer to
analyze customer behavior, optimize offers and target groups,
and monitor campaign effectiveness.
• Customer analytics leveraging data mining models to gain
insights into customer profiles, purchase behaviors,
profitability, and segments.
Benefits
• Improve campaign
response rates
• Accurately predict and plan
campaigns
• Measure results and
support marketing revenue
contributions
© 2013 SAP AG. All rights reserved.
• Marketing optimization to predict customer response to
campaign offers in order to maximize revenue and profitability
targets.
• Measurement and reporting to close the loop on marketing
effectiveness and track and analyze results for campaigns
and lead generation.
• Marketing performance dashboard to provide execute view
all relevant marketing activities and to manage activities
against a set of goals and targets.
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Marketing Analytics
Gain insights into marketing effectiveness with pre-built dashboards
© 2013 SAP AG. All rights reserved.
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Agenda
1. Business Environment – Strategic Marketing
2. SAP Solution for Marketing in SAP CRM
3. Highlights in SAP Enhancement Package 3 for SAP CRM 7.0
4. Customer Success & Analyst Recognition
5. Why SAP?
© 2013 SAP AG. All rights reserved.
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SAP CRM 7.0 EhP3
What’s New in Marketing?
Generic CRM enhancements
Marketing
Analytics
Lead
Management
Usability and Performance
•
Account and Search
•
Multichannel
Marketing
Resource
Management
Customer
Marketing Collaboration enhancements
(SAP Jam Integration)
Segment
and List
Management
Loyalty
Management
•
Digital Asset Management enhancements
Campaign
Management
SAP Document Presentment
enhancements
Integration with SAP Customer
Loyalty Mobile Application
© 2013 SAP AG. All rights reserved.
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Generic CRM Enhancements
The following, generic enhancements made in SAP EHP3 for SAP CRM 7.0, are
applicable to Marketing:
New UI skin – Corbu design
Usability enhancements
First HANA-enabled Enhancement Pack for CRM
Multichannel: Foundation for Multichannel Transactions; Ability to carry out SAP Retail (SAP
ERP) promotions as part of a SAP CRM campaign
Benefits
• User-friendly design
• Faster search and segmentation, and faster processing of loyalty member activities by
leveraging SAP HANA
• Improved productivity
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Corbu: New Visual Design according to Suite User
Experience Guidelines
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Marketing Collaboration Enhancements
(SAP Jam Integration)
• Integration of SAP JAM with CRM to support collaborative processes between
internal teams and external vendors.
• Receive notifications for changes made to specific CRM Business Objects
(Campaigns, Marketing plans, etc.) as feeds in SAP Jam (using SAP NetWeaver
Gateway).
Benefits
• Drive faster and better
decision making
Increase efficiency and
productivity
Accelerate marketing
processes leveraging both
internal colleagues and
external agencies
© 2013 SAP AG. All rights reserved.
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SAP Digital Asset Management (DAM) by OpenText
Enhancements
• Integrated with CRM, SAP DAM allows marketers to find, manage, use and
distribute media content, including videos, images, PDFs, and other digital assets.
• SAP DAM Enhancements included:
•
•
•
•
Search engine enhancements to improve findability of assets and search experience
Clip Media generation to support physical media clipping
Enhanced workflow agents incl. task sorting and workflow form enhancements
SAP Business Suite integration (CRM and ERP material/article data, workflow integration)
Benefits
• Reduction in search time,
higher searching success
Reduce agency fees
creating physical video
clips
Lower admin TCO
Improve information
accuracy with CRM/ERP
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SAP Document Presentment by OpenText
Enhancements
• Transform ordinary customer communications into powerful, one-to-one
marketing channels. Integration with CRM supports content personalization based on
CRM data and creation of documents in dynamically adjustable formats.
• SAP Document Presentment Enhancements included:
• Native integration with SAP DAM to ensure fast time to market and consistent branding
• Enhanced HTML template & email capabilities for efficient multi-channel communications
• Real-time content creation and distribution directly from CRM UI and embedded in
processes with new add-on for business correspondence
Benefits
• Effective customer
communications with
personalized offers
Real-time campaign setup
and execution by business
users
Reduce costs and complexity
of multi-channel document
generation and distribution
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Integration with SAP Customer Loyalty Mobile Application
• SAP Customer Loyalty (mLoyalty) integration with SAP CRM to support
end-to-end integration with Loyalty Management .
• Provides:
• Program Enrollment and Digital Wallet for Loyalty card (with single and
multiple retailer scenario) - Status/Points/Activities Rewards
• Personalized Loyalty Offers & Coupons
• Shopping List and Store Locator
Benefits
• Drive brand loyalty and
repeat customers
Improve coupon
redemption with digital
offers
Enhance marketing ROI
and reduce cost
Deliver superior and
engaging mobile
experience
© 2013 SAP AG. All rights reserved.
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Agenda
1. Business Environment – SAP 360 Customer for Marketing
2. SAP Solution for Marketing in SAP CRM
3. Highlights in SAP Enhancement Package 2 for SAP CRM 7.0
4. Customer Success & Analyst Recognition
5. Why SAP?
© 2013 SAP AG. All rights reserved.
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SAP Is a Recognized Solution Leader for Marketers
“
“Leaders in the IMM market have clients that
have adopted their solutions as the primary
vendor and platform to support all marketing
roles and functions. These vendors deliver
breadth and depth of integrated marketing
functionality.”
Gartner
2013 Marketing Resource Management MQ
Gartner
2012 Integrated Marketing
Management MQ
“Leaders successfully articulate business
propositions that resonate with marketing
buyers, particularly CMOs and marketing
executives.”
“Emphasis is placed on MPM and process
integration across marketing.
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon
request from SAP. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the
highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties,
expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose
© 2013 SAP AG. All rights reserved.
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Business Benefits of the Marketing Capability in SAP CRM
Key
Benefits
Key
Benefits
Key
Benefits
Key
Benefits
Increase customer
loyalty
Increase the speedto-market of the
marketing processes
and activities
Explore and gain
customer insights
and understanding
Increase marketing
ROI
LMN
Avid
Sony Canada
Proof Points
Proof Points
Proof Points
Phillips
Electronics
Loyalty Management
Netherlands (Air Miles)
shifted focus away from
points and allowed
companies, like Shell, to
offer a brand-specific
loyalty approach and
personalized customer
rewards and offers, which
led to increased customer
retention and average
products sold.
Avid benefited from
automated lead
management
process and saved
over 166 hours of
work time.
Sony Canada
consolidates rich
customer profile data
from multiple channels
and sources for one
million customer
contacts. Leverages
RFM analytics to
accurately segment,
target, and personalize
marketing messages.
© 2013 SAP AG. All rights reserved.
Proof Points
Philips Electronics
increased response
rate through targeted
marketing activities
contributed USD 3.5
million. Overall IRR
of 26%.
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Agenda
1. Business Environment – SAP 360 Customer for Marketing
2. SAP Solution for Marketing in SAP CRM
3. Highlights in SAP Enhancement Package 2 for SAP CRM 7.0
4. Customer Success & Analyst Recognition
5. Why SAP?
© 2013 SAP AG. All rights reserved.
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Why SAP?
• One single unified marketing platform that
manages all marketing activities
• End-to-end enterprise marketing processes that
provide full visibility and control
• Multichannel integrations that enables
organizations to coordinate and execute marketing
activities through all CRM processes.
© 2013 SAP AG. All rights reserved.
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The information contained herein may be changed without prior notice.
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