Database Reference
In-Depth Information
For lead management, SAP CRM provides support for
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Lead manager portal, which offers a single, personalized, and role-based point of entry that
provides the lead manager and lead qualifier with access to relevant information, applica-
tions, and services
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Functionality for managing external lists, including reading potential leads and the execu-
tion of corresponding follow-up activities
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Lead qualification to enhance conversion rate and realized revenue
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Lead forwarding to bring the right leads to the right employees or business partners
8.1.2.8 Marketing Analytics
SAP CRM offers comprehensive Web cockpits and evaluation tools that present all information
relating to campaign success and response rates. Campaign managers receive all information rel-
evant for decision making, especially the actual financial campaign success in terms of the real-
ized value. This is enabled by back-office integration of the SAP solution. SAP provides a special
account assignment object for the systematic cost and revenue monitoring of marketing cam-
paigns made available in the SAP BI.
SAP CRM is integrated with both SAP ERP and SAP NetWeaver BI, providing closed-loop
marketing analytics that measure, predict, plan, and optimize marketing plans. Analytics help
you to understand the effectiveness of your marketing activities, allowing you to convert data into
actionable intelligence.
Various types of marketing analytics are available, including campaign analytics, lead analyt-
ics, and trade promotion analytics. Based on this, a company can accurately predict customer
behavior, anticipate customer needs, and generate appropriate marketing messages.
8.2 SAP CRM Sales
8.2.1 Salient Features
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Sales planning
: Plans and forecasts accurately across all sales channels
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Territory management
: Accounts coverage with clear territory definition, assignment, and
scheduling and has complete visibility into team distribution
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Account and contact management
: Manages all relevant information regarding the
customer
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Activity management
: Records all interactions with the customer
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Opportunity management
: Provides visibility into the opportunity pipeline, improves team
communication, and routes leads to the right salespeople
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Quotation and order management
: Generates accurate quotes and configurations, places
orders, confirms product availability in real time, and tracks order status
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Product configuration and pricing
: Guides through the product configuration process, enforc-
ing business rules to ensure that correct product combinations are recommended to custom-
ers and that pricing is tailored to each sales channel or customer
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Billing and contract management
: Develops and manages long-term customer contracts,
monitors the sales process from inquiry to completion and billing, and seamlessly integrates
these activities with back-end financial and accounts receivable process
