Database Reference
In-Depth Information
8.1.1 Salient Features
◾
Marketing resource management
: Enables marketing manager to design a marketing plan
with budget and requisite resources
◾
Segment management
: Enables defining the context of a complete marketing campaigns,
including planning, content development, audience definition, market segmentation, and
communication
◾
Campaign management
: Enables delivery of complete marketing campaigns, including plan-
ning, content development, audience definition, market segmentation, and communications
◾
Trade promotion management
: Enables brand managers to optimize trade funds to optimize
brand awareness and maximize sales volumes
◾
Lead management
: Enables development of new leads through lead qualification, routing,
tracking, and finally handing sales leads to opportunity management
◾
Marketing analytics
: Enables marketing managers to assess the effectiveness of marketing
activities based on the impact and resulting outcomes to improve the marketing plans, cam-
paigns, and efforts
8.1.2 Feature Details
SAP CRM Marketing enables the company in planning, budgeting, executing, analyzing, and
optimizing all aspects of marketing and campaign execution. In the following, we look at each
component of SAP CRM Marketing.
8.1.2.1 Marketing Resource Management
SAP CRM Marketing Resource Management (MRM) provides the tools to enhance the effective-
ness of your marketing resources. MRM manages all of the resources that businesses need to run
successful marketing campaigns. It enables the planning and forecasting, managing costs and
budgets, and control of digital assets (brands, logos, collaterals, and so on). The marketing calen-
dar tool is used as the central entry for marketing personnel. The tool can be used to view, edit,
and interlink campaigns and promotions.
8.1.2.2 Market Planning
Large complex enterprises must plan and organize their marketing initiatives on different levels,
namely, company level, area level, product level, brand level, and regional level. Global companies
can use this functionality to coordinate and optimize the use of internal and external market-
ing resources. The rationalized planning process offers the flexibility needed to deal with ever-
changing market conditions; it enables to deal with complex and ever-changing requirements by
enabling companies to react quickly to demand changes with access to centralized marketing plan.
A company's marketing plans depend on the allocated budgets that, in turn, drive your planning
options. You can run budget scenarios with each of the marketing planning scenarios under consider-
ation. SAP CRM's integration with SAP NetWeaver BI helps analyze past budgets and create a budget
forecast based on historical data. The SAP CRM Marketing comes integrated to SAP Project Systems
(PS); thus, marketing planning can be managed in either Microsoft Project or SAP PS module.
The marketing planning of SAP CRM allows companies to plan marketing activities centrally and
transparently across all levels involving all personnel concerned, including external partners. Since SAP
CRM is integrated, it uses all relevant customer, financial, product, and market data for its marketing
