Database Reference
In-Depth Information
For marketing campaigns, SAP CRM provides support for
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Campaign manager portal that provides a personalized, role-based point of entry that
can be used by all users to gain access to all relevant information, applications, and services
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Embedded functions for campaign planning, which enabled optimized processes with low
implementation costs and short-planning and development cycles and also promote trouble-
free campaign execution
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Calendar functions that offer a complete view of marketing activities
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User-friendly design that enables common users to create sequential campaigns and activi-
ties that promote dialog with customer and make communications more effective
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Complete multichannel functions, including letter, e-mail, the Web, telephone, SMS, fax,
face to face, and mobile devices
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Efficient reading of external lead data for use in all marketing campaigns and initiatives
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Analytical functions that companies can use to determine the value of their customers
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Tight integration with financial, supply chain, and logistics data, as well as analytical data
warehouse systems
8.1.2.6 Trade Promotion Management (TPM)
TPM helps organizations increase the effectiveness of their in-store retail promotions. Many man-
ufacturers spend a significant percentage of their sales revenue on trade promotions—refunds or
discounts given by manufacturers to the retailers to enable the retailer in turn to lower the price
of the product and pass the savings on to the consumers—for generating more demand for the
manufacturer's product. SAP TPM provides manufacturers the tools to ensure that retailers sold
the required quantity of product in the appropriate retail location.
TPM begins by enabling the decision on how to use allocated funds, based on sales targets
and budgets, across various possible promotions to optimize sales revenue and brand awareness.
After the trade promotions are created, a company can use the forecasting tools to preanalyze the
planned trade promotion spending, after which the promotions can be released. SAP CRM TPM
provides trade funds management, trade spend budgeting, account/product allocation, deductions
management, and payment processing.
SAP TPM is fully integrated with SAP ERP, SAP SCM, and Business Process Simulation
(SEM-BPS). The integrated TPM system handles the creation, execution, monitoring, and opti-
mization of the TPM programs at key account level as well as for individual in-store promotions.
8.1.2.7 Lead Management
Lead management provides capabilities to generate leads on the Webs as well as automatically
qualify leads or to qualify leads by dispatching leads for qualifications using workflow or business
rules. The lead management function of SAP CRM is used by marketing personnel to collect,
qualify, and distribute leads and to give sales employees the opportunities to capitalize on the
best leads. Before a lead becomes an opportunity, it needs to be qualified. Only leads that lead to
turnover contribute to company profits. Lead management in marketing empowers companies to
quickly convert qualified leads into paying customers and simultaneously avoid wasted time and
efforts on unproductive leads.
Lead management paves the way for sales; leads are potential customers of tomorrow or today's
customers that companies would like to interest in a different product range.
