Database Reference
In-Depth Information
Chapter 8
SAP CRM enterprise
Applications
In this chapter, we discuss the main functional modules of SAP CRM covering Marketing, Sales,
Service, Interaction Center, Partner Channel Management, and Mobile applications.
The importance of referring to the original SAP ECC 6.x, SAP NetWeaver and SAP
CRM 200x documentation corresponding to the version of your installation cannot
be over emphasized. What we have presented in this chapter are the essential details
of the various functional modules of SAP. However, this chapter is not intended as a
replacement for the colossal amount of instructive documentation, guidelines, checklists,
templates, samples, questionnaires, and so forth provided and recommended for use by SAP.
Those are well-proven instruments, and for an actual project, it is highly recommended that
you procure the version of the documentation corresponding to the version of your installa-
tion and use it in conjunction with the implementation project.
8.1 SAP CRM Marketing
Every enterprise needs to market its products, services, and concepts to its customers. The
SAP CRM Marketing provides a central marketing platform that helps business analyze, plan,
develop, and execute all marketing activities through all customer touch points. The market-
ing component supports important marketing processes, including marketing resource man-
agement, trade promotion management, telemarketing, e-marketing, lead management, and
marketing analytics. An integrated solution like SAP CRM gives the marketing team detailed
business insights that help them to make smart business decisions and drive end-to-end market-
ing processes.
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