CRM Best Practice Blueprint

Blueprint for a Best Practice CRM
Implementation
By <AUTHOR>
For
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This document remains the property of BluLeader Pty Ltd and must not be copied or
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TableofContents
Document Control ....................................................................................................................... 2
Release Control .......................................................................................................................... 2
1
Executive Summary ............................................................................................................ 6
Business Roles ................................................................................................................... 7
Components of the CRM Best Practice System ................................................................ 8

3.1
SAP CRM Core System ............................................................................................... 8
3.1.1
3.2
Account and Contact Management Package Overview ........................................... 8
3.2.1
AccountandContactManagementProcessOverview.................................................8
3.2.2
AccountandContactManagementUIDisplay............................................................10
3.2.3
FunctionsinAccountandContactManagement.............................................................14
3.2.4
ImplementationPartoftheAccountandContactManagementPackage....................17
3.3
OrganisationalModel.......................................................................................................8
Activity Management Package Overview ............................................................... 18
3.3.1
ActivityManagementProcessOverview.....................................................................18
3.3.2
ActivitiesUIDisplay.....................................................................................................19
3.3.3
FunctionsinActivityManagement.................................................................................23
3.3.4
ImplementationPartoftheActivityManagementPackage..........................................25
3.3.5
CustomerAdjustments...................................................................................................26
Marketing Best Practice .................................................................................................... 27

4.1
Lead Management Package Overview ................................................................... 27
4.1.1
LeadsProcessOverview..............................................................................................27
4.1.2
LeadsUIDisplay...........................................................................................................27
4.1.3
FunctionsinLeadManagement.....................................................................................32
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4.1.4
ImplementationPartoftheLeadManagementPackage..............................................34
4.1.5
4.2
4.2.1
CampaignsProcessOverview......................................................................................36
4.2.2
CampaignsUIDisplay...................................................................................................36
4.2.3
FunctionsinMarketingCampaignManagement...........................................................42
4.2.4
ImplementationPartoftheMarketingPackage............................................................43
4.2.5
4.3
Marketing Campaign Management Package Overview ......................................... 36
Marketing Campaign Qualification Package Overview .......................................... 44
4.3.1
MarketingCampaignQualificationProcessOverview................................................45
4.3.2
MarketingCampaignQualificationUIDisplay.............................................................47
4.3.3
4.3.3 FunctionsintheMarketingCampaignQualification.............................................51
4.3.4
ImplementationPartintheMarketingCampaignQualification....................................52
4.3.5
SalesBestPractice ............................................................................................................. 53
5.1
Opportunity and Pipeline Performance Management ............................................... 53
5.1.1
OpportunityManagementPackageOverview.............................................................53
5.1.2
PipelinePerformanceManagementPackageOverview..............................................60
5.1.3
5.2
Integrated ERP Order and Quotation Management Package Overview ............... 64
5.2.1
IntegratedERPOrderandQuotationManagementProcessOverview......................64
5.2.2
IntegratedERPOrderandQuotationManagementUIDisplay...................................64
5.2.3
FunctionsinIntegratedERPOrderandQuotationManagement..................................68
5.2.4
ImplementationPartofIntegratedERPOrderandQuotationManagement................68
5.2.5
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Service Best Practice ........................................................................................................ 69

6.1
Interaction Center Inquiry and Complaint Management Package Overview ............... 69
6.1.1
InteractionCenterInquiryandComplaintManagementProcessOverview..............69
6.1.2
InteractionCenterInquiryandComplaintManagementUIDisplay...........................71
6.1.3
ImplementationPartoftheInteractionCenterInquiryandComplaintManagement
Package 77
6.1.4
7
Additional Services ........................................................................................................... 78

7.1
Enhanced E-Mail Integration (with MS Outlook) Overview .................................... 78
7.1.1
EnhancedEMailIntegrationProcessOverview..........................................................78
7.1.2
EnhancedEMailIntegrationUIDisplay.......................................................................79
7.1.3
7.1.3 FunctionsofEnhancedEMailIntegration............................................................81
7.1.4
ImplementationPartofEnhancedEMailIntegration...................................................82
7.1.5
7.2
Interactive Reporting Overview ............................................................................... 83
7.2.1
InteractiveReportingProcessOverview.....................................................................83
7.2.2
InteractiveReportingUIDisplay..................................................................................83
7.2.3
InteractiveReportingFunctions.....................................................................................87
7.2.4
ImplementationPartofInteractiveReporting...............................................................88
7.2.5
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1 ExecutiveSummary
Thepurposeofthisblueprintistoprovideacomprehensiveoverviewoftheconceptual
frameworkoftheCRMBestPracticeprojectandthestepsforimplementingitat CUSTOMER .
CRMBestPracticeisbasedonthestandardSAPCRM7.0softwaresolution,aswellasthebest
practicescenariosdevelopedforthissolution.
OtherselectedandprovenconsultingsolutionsroundofftheCRMBestPracticeportfolio.
ThisblueprintprovidesacompleteoverviewofallCRMBestPracticescenariosandthepackages
itcontains.
ThefirstphasefocusesonthefollowingCRMBestPracticepackagesat CUSTOMER :
XXX
XXX
XXX
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2 BusinessRoles
ThescopeofservicesforCRMBestPracticeincludesthecreationofbusinessrolesbasedonthe
packagesimplemented.Thefollowingoverviewoutlinesinwhichpackagesnewbusinessroles
arecreatedandinwhichthefunctionsareintegratedintoexistingbusinessroles.Thebusiness
rolesalsocontainstandardauthorizationroles.Ifcustomerspecificauthorizationsarerequired,
thesemustbeconfiguredoutsidethescopeofservicesforCRMBestPractice.
Package/Role
CoreBest
Practice
Lead
Management
Campaign
Management
Marketing
SalesEmployeeSalesManager Employee
created
Marketing
Manager
created
Service
Employee
Service
Manager
created
created
created
created
integratedinto integrated
Campaign
existing
intoexisting
Qualification
role
role
Opportunityand integrated
integrated
Pipeline
intoexisting intoexisting
Performance
role
role
Management
integrated
integrated
IntegratedERP intoexisting intoexisting
Order
andQuotation
role
role
Management
Interaction
CenterInquiry
and
Complaint
created created
Management
EnhancedEMail integrated
integrated
Integration
withMS
role
role
Outlook
integrated
integrated integratedinto integrated integrated integrated
Integrated
existing
intoexisting intoexisting intoexisting
Reporting
role
role
role
role
role
role
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3 ComponentsoftheCRMBestPracticeSystem
1. SAPCRMCoreSystem
2. AccountandContactManagement
3. ActivityManagement
Thecomponentsformthebasistowhichallotherpackagescanlaterbeadded.
3.1 SAPCRMCoreSystem
SAPisresponsibleforbasicconfigurationandCustomizingofthenewCRMsystem.TheSAP
existingbackendsystemisalsointegratedintothenewsystemlandscape.
ThemaincomponentsoftheSAPCRMCoreSystempackageinclude:
Aninstallationcheckoftheinstalledsystemlandscapeandacheckofthebasic
requirementsforCRMBestPractice
ActivationoftherequiredCRMWebClientservices
LoadingtheorganizationmodelfromtheexistingSAPERPbackendsystemorcreatingit
basedonbestpractices
ConnectingtoanexistingSAPERPbackendsystem
3.1.1 OrganisationalModel
InserttheOrganisationModelthatwillbeusedwithin CLIENT
3.2 AccountandContactManagementPackageOverview
The package is based on a CRM Account and Contact Management scenario in which customer
accounts and contacts are created. It provides customer and contact management for the sales
process.
3.2.1 AccountandContactManagementProcessOverview
1. The sales manager meets a potential customer at a trade fair. He or she logs on to the
systemandcreatesanewtaskforasalesemployee,namelytocreateanewcustomerfor
thisprospect.
2. Thesalesemployeelogsontothesystemandseeshisorhertasksforthecurrentday.
3. Thesalesemployeecreatesanewcustomer account .
4. Thesalesemployeecreatesacontactpersonforthenewcustomercreated.
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5. Thesalesemployeeflagsthetaskascomplete.
6.
7.
8.
9.
Thesalesemployeecreatesataskforthecustomer.
Thesalesemployeecallstheprospect.
Thesalesemployeechangesanexistingcustomer.
The sales manager merges the two accounts since the second account was created
inadvertently.
10. Thesalesemployeewantstovisitadifferentcustomer.Toprepareforthevisit,heorshe
printsoutthecustomer'sfactsheet.
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3.2.2 AccountandContactManagementUIDisplay
GeneralDisplay
Theuserinterfaceforaccountandcontactmanagementmakesscreensavailableforaccessing:
Activities to create an appointment or
taskCustomeraccounts/contacts
Customerhierarchy
AllthesefunctionscanbeaccessedquicklyandeasilyfromtheCRMnavigationbarorthework
area.
Figure 4 - Navigation Bar and Work Area of Sales Employee (SALES_EMPL)
Accessingactivitiestocreateanappointmentortask
Inthisview,thesalesmanagercreatesataskforthesalesemployee.
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Figure 5 - Creating Activities/Tasks
Figure 6 - Displaying Open Tasks
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Accessingcustomers/contacts
The customer overview allows the user to see all the information for the customer at a glance; this
includes general data such as name and address, but also partners, activities, organizational data,
andsoon.Thisadditionalinformationispresentedinverticalassignmentblocksontheoverview
screen.
Figure 7 - Customer Overview
Fromthecustomerdata,thesalesemployeecanaccessthescreenforcreatingcontactsfora
customer.
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Figure 8 - Contacts
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Accessingthecustomerhierarchy
Figure 9 - Customer Hierarchy
3.2.3 FunctionsinAccountandContactManagement
3.2.3.1 Merging Customer Accounts
Thisfunctionenablestwocustomeraccountstobemergedintoone,forexample,ifacustomer
wasinadvertentlycreatedtwice.
Theexisting original customerisassignedtodifferentmasterandtransactiondata.When
customersaremerged:
Oneofthetwocustomersisselectedasthemaincustomer.Thiscustomerisretainedin
thesystemafterthemerge.
The data to be transferred to the main customer can be specifically selected. This
preventscreatingduplicateentriesfordatathatalreadyexistsforthemaincustomer.
Somerestrictionsapplywheninformationistransferredfromonecustomertotheother;
for example, when the business partner already exists in ERP as a customer with sales
documents.
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Figure 10 - Merging Customer Accounts
3.2.3.2
Customer Fact Sheet
Thecustomerfactsheetshowsthemostrelevantinformationforeachcustomerinthesystem.
This information is sourced from the business partner master data as well as statistical and
transactional data from the CRM and ERP systems. The following examples indicate how a
customerfactsheetcanbeusedinbusinessactivities:
Asasummaryoftherequiredcontactdata
Asanoverviewofallopenactivitiesforabusinesspartner
Asahistoryofallpreviousinteractionwiththisbusinesspartner
Thefactsheetcanbedisplayedintwodifferentformats:
Aprintversion PDF andanonlineversion.Bothcanbefullycustomizedtoincludeallthe
requiredassignmentblocks,whichgrouptogetherdifferenttypesofinformation.
ThecustomercanaccessanonlineversionandaPDFversionofthefactsheet:
Theonlinefactsheetincludesallassignmentblocksavailableontheoverviewpage,plus
thoseassignmentblockswithinformationfromSAPCRMandERP.
Standardpersonalizationoptionsareavailableonthepagefortheonlinefactsheet.These
enableyoutoselecttheassignmentblocksandcolumnstobedisplayed.
ThePDFfactsheethasdifferentcontentfromtheonlineversionandcontainsinformation
fromtheSAPCRMandERPsystems.
The PDF fact sheet cannot be personalized by the user. The content of the fact sheet is
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selectedinCustomizing,basedonthebusinesspartnerrole.
ThePDFfactsheetcanbefilledwithuptodatedata.Onceithasbeengenerated,thePDF
canbesavedtothelocalharddriveorprintedoutintheusualmanner.
It is also possible to generate the PDF when creating a new activity for the business
partnerandautomaticallyattachittothisactivity.Itisthenavailableasanattachment.
Thefactsheetcontentispreconfiguredandcanlaterbeupdatedbythecustomer.Tointegrate
mustbeconfiguredandthe
datafromtheERPsystem,therelevantsystemconnectionscompatibilitywiththeERPreleasechecked.
Figure 11 - Customer Fact Sheet (PDF Version)
3.2.3.3
Employee Assignment
Employeesaremanuallyassignedtothecustomersandprospectsforwhichtheyareresponsible.
This is done by creating a business partner relationship. This assignment is required for many
businessprocesses,forexample,todeterminepartnersintransactionsforcreatingappointments
and to distribute customer and contact data to the Groupware solution such as Microsoft
Outlook,andsoon.
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3.2.3.4
Notes and Attachments
CRM Content Management allows you to upload different types of documents for a business
partner,suchasPDF,MicrosoftWord,orMicrosoftExcelfiles.ContentManagementisavailable
for almost all objects in CRM. It enables you to create a folder structure to manage multiple
documentsandalsosupportsversionmanagement.
Inadditiontodocuments,textscanbeenteredasnotesforabusinesspartner.Thenotescanbe
distinguishedbythevariousnotetypesavailableinCustomizing.
3.2.3.5
Business Partner Relationships
A business partner relationship is the connection between two business partners. To create a
relationship between two business partners, you have to assign a relationship category to the
relationship.Thecategorydescribestheattributesofthebusinesspartnerrelationship.
Youcanassignattributes,suchasacompanyaddressforcontacts,toarelationship.This
preventsredundantdatastorage.
Forsomecategories,youcandefinethevalidityperiodforarelationshipbyenteringastartand
end date. This gives you an overview of the periods in which relationships were formed with
certainbusinesspartners.
3.2.3.6
Marketing Attributes
Marketing attributes are used to distinguish between business partners. Additional business partner
information such as customer classification or the contact's hobbies can be saved as attributes.
Incampaignmanagement,theseattributescanbeusedtocarryoutspecificmarketingactivities.
During the segmentation process, you model marketing profiles by combining criteria such as
marketingattributes ABCclassification andbusinesspartnermasterdata suchasindustryor
postalcode .
Marketingattributescanbeassignedtoorganizationsaswellasindividuals.
Exampleattributesarecreatedduringtheimplementationphase.Additionalmarketing
attributescanbecreatedbypowerusers.
3.2.4 ImplementationPartoftheAccountandContactManagementPackage
Definetwobusinessrolesforsalesemployeesandmanagerswith:
Navigation entries for package applications
Revised screens for a lean view of applications
Standard permissions for these roles
Createnumberrangesforthedifferentbusinesspartnerroles:
Customer master data external number range that matches the internal number range of the
ERP system.
Contacts internal number range
Competitors internal number range
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Prospects internal number range
Employees internal number range
Load customer master data from the connected ERP system. Once the data has been
loaded, it can be transferred between systems. All detailed information is transferred
fromERPtoCRMandviceversa.Customermasterdatacanbecreatedandmaintainedin
theERPsystemonly.
Load contacts from the connected ERP system. Once the contacts have been loaded, these
canbetransferredbetweenthesystems.AlldetailedinformationistransferredfromERP
toCRMandviceversa.ContactscanbecreatedandmaintainedintheERPsystemonly.
Loadthepartnerfunctions shiptoparty,payer,andbilltoparty ifthesedifferfromthe
soldtoparty.
Prospects, competitors, and employees can be created in CRM only and this data is not
transferredtotheERPsystem.
UploadabusinesspartnerassoonasaprospectbecomesacustomerinCRM.
Manuallymergetwocustomersusingselectedattributes.
Activatethecustomerfactsheet printandonlineversion .
Create a set of marketing attributes that can be assigned to business partners for
classificationpurposes.
3.3 ActivityManagementPackageOverview
ActivitymanagementisanintegralpartofCustomerRelationshipManagementandmanagesall
theactivitiescarriedoutbytheemployeesatyourcompany.Alldatastoredforanactivityisa
valuablesourceofinformationtowhichallrelevantemployeesmusthaveaccess.
Activitymanagementprovidesanswerstodaytodayquestionssuchas:
What appointments do I have next week?
When can I arrange a visit to Ms. Smith?
Whocancoverforasickcolleagueinfieldsales?
Themainpackagefunctionsare:
Partnerprocessing
Organizational data determination
Follow-up activities
Questionnaires for interaction

log Notes and document
attachmentsCRMcalendar
Clientbased
Groupware
integrationEmailintegration
3.3.1 ActivityManagementProcessOverview
A sales employee can view the result of a phone call made to the customer after the first sales call.
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1.
2.
3.
4.
5.
6.
Thesalesemployeecreatesanincomingcallandafollowupsalescall.
HeorshesendsanEMailtoCRMandcreatesafollowupsalescall.
Heorsheprepares/processesasalescall.
Heorsheclosesatask.
Heorsheupdatesthesalescalldetails/editsasalescall.
Heorshecreatesanoutgoingcallandafollowupactivity.
Thesalesmanagercanquicklygainanoverviewofalltheactivitiescarriedoutbyhisorher
departmentoveraspecificperiodoftime.
7. Thesalesmanagermonitorstheactivities.
3.3.2
ActivitiesUIDisplay
Theuserinterfaceforactivitymanagementprovidesscreensforaccessingthe:
Navigationbar
Appointment, task, or interaction log
activitiesActivityscheduling
Calendar
EMailinbox
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All these functions can be accessed easily from the CRM navigation bar or the work area.
Figure 12 - Navigation Bar and Sales Work Area
Appointment/Task
Figure 13 Appointment / Task
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InteractionLog
Interaction logs are used to save information from customer visits or phone calls. The
informationisstoredinactivitiesthatcontainaquestionnairewithfreetextorselectionfields.
Marketingattributesfortheactivitypartnerorcontactcanalsobeincludedinthequestionnaire.
Asamplequestionnaireisprovidedaspartoftheimplementation.Additionalquestionnairescan
becreatedbykeyusers.
Figure 14 - Interaction Log
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ActivityScheduling
Inactivityscheduling,userscansetuptheirweeklyordailyappointmentplanning.Theycando
thisusingvisitplansorselectionssuchaslocationqueries,openactivities duesalescalls ,and
standardorenhancedsearchesforbusinesspartners.
Figure 15 - Activity Scheduling
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Calendar
You can use the calendar to obtain a graphical overview of your activities. You can also create
appointments here. The calendar is integrated in Groupware calendars such as Microsoft
OutlookorLotusNotes.
Figure 16 - Calendar
Reports
Salesmanagerscandisplayopenactivitiesintheirsalesorganizations.
3.3.3 FunctionsinActivityManagement
3.3.3.1
Transaction Types
A transaction type determines the course of a specific business transaction. It defines the
attributesandcharacteristics suchasappointment,task,interactionlog,andsoon andalsothe
controlproperties forexample,thepartnerdeterminationoravailableactivitycategories .
Thefollowingtransactiontypesareusedforactivitymanagement:
Interaction
logEMail
Appointment
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Task
3.3.3.2
Partner Processing
Partnerprocessingcontrolshowthesystemmanagesbusinesspartnersintransactions.It
ensuresthatthepartnerdataintransactionsisaccuratebyapplyingrules,whichcanbedefined
inCustomizing.Thisfacilitateseaseofusesincecertainpartnersandrelatedinformation,suchas
addresses,areenteredautomatically.
Oneofthemostimportantelementsofpartnerprocessingispartnerdetermination,inwhichthe
system automatically determines the correct partner for a transaction. For most transactions,
you enter one or more partners manually and the system determines the remaining partners
automatically. Different sources of information enable partners to be determined: the two
primarysourcesarebusinesspartnermasterdataandorganizationaldata.
When activities are processed, the user currently logged on is the employee responsible. The
activitypartner customerorprospect mustbeenteredmanually.Thesalesemployeeandthe
contactarethendeterminedautomaticallybasedonthebusinesspartnerrelationshipwiththe
activitypartner.
3.3.3.3
Organizational Data Determination
Whenabusinesstransactionisprocessed,certainorganizationaldataismandatory,depending
on the transaction type. The organizational data includes the sales organization, distribution
channel,department,salesoffice,andsalesgroup.
InSAPCRM,youhavethefollowingoptionstodeterminetheorganizationaldataina
transaction.YoucanconfiguretheseinCustomizingfortherelevanttransactiontype:
NoorganizationaldatadeterminationYouentertheorganizationaldatamanuallyinthis
case.
AutomaticdeterminationThesystemdeterminestheorganizationaldatabasedonthe
dataavailableinthetransaction,suchasthebusinesspartnernumber.
Theorganizationaldataforactivitiesisdeterminedbasedonthebusinesspartnerentered.
3.3.3.4
Follow-Up Activities
Tobeabletolinkdifferentactivities,followupactivitiesarecreated.Thisfunctionallows
informationtobetransferredfromonedocumenttoanotherandmakesthedocumentflow
visible.
3.3.3.5
NotesandattachmentscanbeusedinactivitymanagementasdescribedinSection3.2.3.4.
3.3.3.6
Client-Based Groupware Integration
Integrating CRM activity management with Groupware solutions such as Microsoft Outlook or
IBM Lotus Notes allows you to synchronize business activities and tasks between the CRM
calendarandGroupwarecalendar.Datacanbetransferredinbothdirections,whichallowsyou
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tocreateactivitiesinCRMandthenedittheseintheGroupware forexample,changethedateor
location .Youthennolongerneedtoenteractivitydatamorethanonce.
EveryusermustinstalltheGroupwaresynchronizationsoftware,whichislocatedinthe
personalizationareaoftheCRMapplication.Youcanusethistoolto:
Synchronizeactivities appointmentsortasks orcontactsthatyoucreatedorchangedin
CRMwiththeGroupware.
SynchronizeactivitiesorcontactsthatyoucreatedorchangedintheGroupwarewiththe
CRMsystem. Technicalrestrictionsapplywhenyoucreatenewactivitiesorcontacts .
3.3.3.7
E-Mail Integration
EMail integration comprises an outbound scenario EMails sent from CRM and an inbound
scenario EMails received in CRM . This solution works with Microsoft Outlook or IBM Lotus
Notes.Thefollowingfunctionsareavailable:
Outbound
The E-Mail address search function on the send screen is integrated with Microsoft Outlook.
This means that you can search for addresses directly in the address books of CRM and
Microsoft Outlook.
E-Mails that you send from CRM are entered as activities. You can access these again in
the interaction log for the relevant customer or business partner.
Inbound
YoucantransferEMailsthatyoureceiveinyourGroupwaresolutiontoyourCRMinbox.
You can assign the EMails to different business objects such as business partners or
opportunities.
EMailintegrationrequiresthataGroupwareclientisinstalledlocallyandspecificsettingsare
definedinInternetExplorertoenablecommunicationbetweentheCRMandGroupwareclients.
3.3.4 ImplementationPartoftheActivityManagementPackage
Reuse the two business roles from the Account and Contact Management package for
salesemployeesandsalesmanagerswith:
Navigation entries for package applications
Createanewnumberrangeforactivitymanagement.
Create four new transaction types for activities interaction log, EMail, sales call, and
complaint and one transaction type for tasks to reduce the effort required for the
transactiontypes.
Assign the new transaction types to standard
categories.Createacustomercategoryasanexample.
Deactivate the standard transaction types to reduce the number of settings for
transactiontypesontheuserinterface.
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Defineanewaccesssequencefordeterminingthesalesrepresentativepartnerfunction
fromthespecifiedactivitypartner.
DefinethreenewpartnerdeterminationprocedurestocontrolCRMcalendarentries.
One with calendar entries for activities
One without calendar entries for activities
One without calendar entries for tasks
Editorganizationaldataprofilestocreateaneworganizationaldeterminationprofilethat
allows the organizational unit responsible to be determined based on the user's
assignmentintheorganizationalmodelwhenthisusercreatesatransaction.
Defineanactionprofileandtheassignedactions,forexample,totriggerreminderEMails
orprintrequestsautomatically.
Assigntheprofilesandcategoriescreatedtothenewtransactiontypes.
Define an activity journal template type and an activity journal for assignment to
activities, so that the information collected during customer visits and meetings can be
recordedandupdated.
Defineasamplequestionnaireandassignittoatransactiontype.
Integrate clientbased Groupware to synchronize tasks, appointments, and contacts in
MicrosoftOutlookandviceversa.
Assign the transaction type that has to be synchronized. Only one activity type and one
tasktype.
Setuptheassignmentofthetexttypeandstatus.
ConfiguretheEMailintegrationtoreceiveEMailsinCRMviaMicrosoftOutlookaddress
booksandsendEMailsfromCRM.
ActivatetheHTTPservices.
Configure the EMail transfer from Microsoft Outlook to enable access to EMails via
MicrosoftOutlookorCRM.
3.3.5
CustomerAdjustments
In addition to the scope of services outlined in Section 2.2, functions to support the following
customeradjustments basedontherefinementworkshop canbe implementedaspartofthis
package:
Adjustment of up to five categories for activities
Definition of up to five activity reasons
Modificationofactivitydescriptions
Definitionofuptofivetexttypesforthenotesinactivities
Removal of redundant work areas from the business roles of the SAP CRM Core
System, Account and Contact Management, and Activity Management packages.
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4 MarketingBestPractice
TheMarketingBestPracticescenarioencompasses:
1. LeadManagement
2. CampaignManagement
3. CampaignQualification
4.1 LeadManagementPackageOverview
This package increases the opportunities that your company has to generate new business.
Leads interested parties are used to establish a direct relationship between marketing and
sales,whichacceleratestheprocessbetweenmakinginitialcontactandclosingthefinalsale.
Leadshelptoautomatetheinitialpresalesprocessandsupportthesalesdepartmentsothatit
canfocusonthemostvaluablesalesprospectsandopportunities.
Improvestheresponserateforcustomerinquiriesandunderstandingofcustomer
requirements
Createsquality,highvalueleadsandincreasesturnover
Rationalizes the recording, distribution, and qualification of leads across a number of
channels by systematically and effectively monitoring their progress. Endtoend
monitoring processes enable your sales organization to improve its win/loss ratio by
reducingsalestimesandcosts.
Themainfunctionsofthispackageare:
Rule-based lead distribution
Notes and attachments
Questionnairesforleadqualification
Workflowfromtheleadtotheopportunity
4.1.1
1.
2.
3.
4.
5.
6.
LeadsProcessOverview
Themarketingemployeecreatesatargetgroupforwhichleadsaretobecreated.
Themarketingemployeecreatesleadsfortargetgroups.
Themarketingemployeecreatesleadsmanually.
Themarketingemployeequalifiestheleads.
Themarketingemployeedistributestheleads.
Thesalesemployeetransferstheleadstothesalesdepartment createsanopportunity .
4.1.2
LeadsUIDisplay
GeneralDisplay
Theuserinterfaceforleadmanagementprovidesscreensforaccessing:
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Leads
Segment Builder for classifying target
groupsSAPCRMinteractivereporting
ThesefunctionscanbeaccessedeasilyfromtheCRMnavigationbar secondlevel orfromthe
workarea.
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Figure 17 - Navigation Bar
Leads
Leads can be created manually or generated automatically. In most cases, all available data
regarding the sales prospect is entered when leads are generated automatically. The following
examplesoutlinethesourceandprocessforautomaticgeneration:
Fromexternallists:LeaddatafromexternalpartnerscanbeuploadedtoCRMaslistsand
thenfurtherprocessed.YourownleaddatafromMicrosoftExcelcanalsobecollatedand
uploadedtothesysteminthisway.
Duringcampaignexecution:Duringcampaigns,leadscanbegeneratedfromtargetgroups
using a lead template. In this case, all data with the exception of the details for sales
prospects isidenticalforallleads.
Leadscanbequalifiedashot,warm,orcold.Theyarequalifiedeithermanually forexample,on
thebasisofthesaleshistoryofthesalesprospect orbyautomaticanalysis,whichisbasedon
the results of a questionnaire. In this case, a questionnaire is completed directly in the system
during the phone conversation with the prospective customer. The lead is automatically
qualifiedonthebasisoftheanswersprovided.Forexample,thesalesprospectisasked,When
doyouthinkyouwillmakeadecisionaboutyournextpurchase?Iftheprospectanswers,Not
withinthenext12months,theleadisautomaticallyqualifiedascold.
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Leadsareforwardedsothattheycanbemonitoredandprocessedfurther.Automatic
distributionfollowsspecificrulesandpolicies,whichcanbecreatedaccordinglyonacustomer
specificbasis.
Leads can be converted to opportunities. This takes place either manually as a followup
transaction or automatically. Creating opportunities automatically from leads is based on a
workflow.Ifaleadisqualifiedashotandhasthepriorityimportant,thesalesrepresentative
to whom the lead is assigned receives a corresponding task in his or her list. The sales
representativecanthengenerateanopportunityfromtheleadorrejectthelead.Rejectedleads
arereturnedtotheemployeeresponsible.
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Figure 18 - Creating a Lead
SegmentBuilder
Market segmentation, which means grouping customers into individual segments, is an
important aspect of expanding the customer base and is used to target marketing campaigns
towardsspecificgroups.
Marketing data collected about business partners is used as the basis for segmentation. The
resulting segments can then be processed further depending on the requirements and
preferencesofcustomersinthissegment.
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Figure 19 - Segment Builder
4.1.3 FunctionsinLeadManagement
4.1.3.1
Transaction Types
Forageneraldefinitionoftransactiontypes,seeSection3.3.3.1TransactionTypes.Inlead
management,onlytheleadtransactiontypeisused.
4.1.3.2
Partner Processing
Forgeneralinformationaboutpartnerprocessing,seeSection3.3.3.2PartnerProcessing.
The user currently logged on is considered to be the employee responsible for processing the
lead. The sales representative and contact person are then determined automatically from the
businesspartnerrelationshipwiththesalesprospect.
4.1.3.3
Forgeneralinformation,seeSection3.3.3.3OrganizationalDataDetermination.Organizational
dataisdeterminedonthebasisofthesalesprospect.
4.1.3.4
Lead Categorization
Thefollowingselectionfieldsareusedforanalysispurposestoclassifyleadsintodifferent
types:
Lead Groups
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Level
Top100customers
Criticalcustomers
Newcustomers
Internetleads
ICleads
Manualleads
Tradefair
Externalpartner
Campaign
Phoneinquiry
Roadshow
Responsetocampaign
Internet
Incomingcall
Callcenteragent
Cold
Warm
Hot
Veryhigh
High
Low
Theleveloftheleadqualificationcanalsobederivedfromtheanalysischeck.
4.1.3.5
Rule-Based Lead Distribution
Rulebased lead distribution enables the relevant business partners to be automatically and
semiautomaticallyallocatedwithinalead.Thisleaddistributionprocessenhancesthepartner
determinationprocedure.
Rules, which comprise conditions and actions, must be defined before they can be used to
distribute leads. The conditions determine the selection criteria and values to identify the
relevant leads. Actions complete the assignment process of the corresponding business
partnersusingtherelevantpartnerfunctions.
Two lead distribution rules with conditions and actions are created as examples one for
important leads in the VIP customers lead group and qualified as hot , and another for
standard leads qualified as warm or cold . The first lead group can, for example, be
assigned automatically to the marketing manager, and the second group to a marketing
employee.
Keyuserscanalsocreateadditionalrules.
4.1.3.6
DocumentssuchasMicrosoftExcel,Word,orgraphicsfilescanbelinkeddirectlywith
opportunities.Attachmentscanbemanagedatheaderoritemlevel.
Inaddition,freetextscanbesavedintheopportunities.Toenableyoutodistinguishbetween
notes,multipletexttypesareavailabledependingontheCustomizingsettings.
4.1.3.7
Questionnaire for Lead Qualification
Theleadqualificationprocessissupportedbytheuseofpredefinedquestionnaires.Asample
questionnaire is provided. The qualification level is derived from the percentage calculated
fromtheanswersonthequestionnaire.
4.1.3.8
Workflow from the Lead to the Opportunity
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The Create Opportunity from Leadworkflowbeginswhenaleadissavedwiththequalificationlevel
Hot andthestatusNoErrors.Thesystemusesthepriority andleadgroup attributes,whichare
specifictoeachlead,tocheckwhetheranopportunitycanbecreatedautomaticallyorwhether
thesalesemployeemustfirsttakeadecision.Ifthesalesemployeedecidesthattheopportunity
can be created, the lead status is set to Accepted bySales and an opportunity is created in the
background.
Ifnecessary,theopportunityisthenforwardedtothesalesemployeewhoassessesit.Ifthesales
employeerejectsthelead,theleadstatusissetto RejectedbySalesandtheinitiatorisinformed
byEMail.
Theworkflowendsifnoopportunityiscreatedandoneofthefollowingsituationsapplies:
The lead is deleted.
The qualification level of the lead is changed to a setting other than Hot.
The status of the lead is changed to a setting other than No Errors.
4.1.4
ImplementationPartoftheLeadManagementPackage
Setuptwouserrolesformarketingemployeesandmanagers ifthishasnotalreadybeen
doneinanotherpackage with:
Integration of navigation entries for package applications
Createanewnumberrangeforleadmanagement.
Defineanewpartnerdeterminationprocedurethatthesystemusestoautomaticallyadd
partnerstothelead forexample,employeesresponsible .
Createleadgroups,qualifyleadsatdifferentlevels,andgroupleadsintopriorities.
Createanewtransactiontypethatistobeusedasthelead.
Defineitemcategorydeterminationforthenewleadtransactiontype.
Create a new status and subject profile and assign this to the new lead transaction type.
Import the standard best practice questionnaires into the CRM system and activate them.
Definequestionnairedeterminationandassignthistothenewleadtransactiontype.
Carry out integration with opportunity management. This is required to allow an opportunity
tobecreatedfromalead.Integrationinvolves:
Defining copy control for opportunity management (an opportunity transaction type)
Defining copy control for item categories (based on the lead transaction type)
Defining item category determination for copying
4.1.5
CustomerAdjustments
package:
Modification of up to five lead groups
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Modification of up to ten lead origins
Creation of an additional questionnaire with up to five questions and

answersDefinitionofuptofivetexttypesfortheleadnotes
Removalofredundantworkareasinthebusinessrolesoftheleadpackage
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MarketingCampaignManagementPackageOverview
4.2
Theaimofthispackageistocovertheentireprocessofexecutingacampaign,fromplanningthe
campaign,throughsegmentationandexecution,toclosingandanalyzingtheresults.
Themaincomponentsofthispackageare:
Marketingplan
Marketing calendar
Marketing campaign
Segment builder
EMailintegration
4.2.1 CampaignsProcessOverview
Themarketingmanagercreatesthegenericstructureofthemarketingplanandplanning
elementsthatarerelevantforthecurrentyear.
1. Themarketingmanagercreatesamarketingplanandspecifiesitsstartandenddates.
2. He or she then creates new marketing plan elements and specifies their start and end
dates,beforefindingthenewmarketingplaninthemarketingcalendar.
3. Themarketingmanagerthencreatesamarketingcampaignforaspecificplanelementby
enteringadescription,startdate,andenddate.
4. He or she also specifies the type, objective, tactics, and priority of the marketing
campaign.
Optional:Themarketingmanagercreatesnewmarketingcampaignswithouta
referencetomarketingplanelements.
Themarketingmanagerdefinesthebusinesspartnersatwhomtheinitialcampaignistargeted.
Here,heorshecanstartacorrespondingcustomersegmentationprocess.
Creatingatargetgroup
5. The marketing manager defines a new profile set, specifies how it is to be used, and
establishesthededuplicationmethod.
6. He or she selects graphical modeling and opens the Segment Builder to define the
attributesbydraganddrop.
7. Themarketingmanagerthencreatesanewtargetgroupforthisprofile.
4.2.2
CampaignsUIDisplay
GeneralDisplay
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Theuserinterfaceformarketingcampaignmanagementprovidesscreensforaccessingthe:
Marketing calendar or marketing
plannerAreaforcreatingcampaigns
SegmentBuilderforclassifyingtargetgroups
AllofthesefunctionscanbeaccessedeasilyfromtheCRMnavigationbar secondlevel orfrom
theworkarea.
Figure 20 - Navigation Bar and Initial Marketing Page
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MarketingPlan
TheMarketingPlannerisaplanningtoolthatyoucanusetoaccessandcarryoutallmarketing
activities.Themarketingplanandallofitsplanelementsandcampaignsarecreateddirectlyin
theMarketingPlanner.
Figure 21 - Marketing Plan
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MarketingPlanElement
Figure 22 - Marketing Plan Element
MarketingCalendar
Themarketingcalendarwasdevelopedasacentralpointofaccessthatprovidesaworkareain
which all of the promotional events within a specific period of time can be viewed. It also
providesbasicinformationsuchasthenameofthepromotion,itsstatus,andtheperiodinthe
formofbarsonachart.
Furthermore, it enables you to create a campaign directly as a bar in the relevant period,
rescheduleanactivitybymovingthecorrespondingbar,ormaketheactivitylongerorshorter
bydraggingthebaraccordingly.Youcanalsodeletetheactivityorcopyittoanotherlocation.
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Figure 23 - Find: Marketing Projects
CreatingCampaigns
Foreachcampaign,youcanselectthecampaigntype,objective,andtactics.Thesefieldsenable
the individual campaigns to be categorized and the success rates of different campaigns to be
comparedwithoneanother.
Youalsoentertheperiod,communicationmedium,targetgroup,andformsthataretobeused
duringthecampaign.
Examplesofcampaigntypes,objectives,andtacticsareprovided.
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Figure 24 - Creating a Campaign
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4.2.3 FunctionsinMarketingCampaignManagement
4.2.3.1
Business Partner Segmentation
Whenbusinesspartnersaresegmented,targetgroupsareformedusingvariousdatasourcesby
combiningselectioncriteriafromsourcessuchasthebusinesspartner'smasterdata,marketing
attributes,oracquiredaddresslists.
Target groups can be assigned directly to marketing campaigns. There are several channels by
which you can contact the business partners of the target groups from the marketing planner
forexample,phoneormail .Youcanalsocontacttargetgroupsdirectlywithoutreferencetoa
campaign.Asampleattributelistwithdatasourcesfromthebusinesspartnermasterdata such
as the city, postal code, and country and the marketing attributes has been provided for the
segmentationprocess.
ThestructureoftheSegmentBuilderisshowninthefigurebelow:
Thescreenisdividedintothefollowingsections:
ComponentsArea
Thisareacontainsthefollowingsections:
Favorites
Here, you can add any objects (attributes, filter values for attributes, profiles, target groups,
and so on) that you frequently need to model profiles. For example, you could save three
profiles Gold, Silver, and Bronze so that you can classify business partners in terms of
their turnover. Alternatively, you could create a favorite with the name standard target group,
which contains all business partners who are to be targeted by each campaign.
Find
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EnablesyoutofindanyobjectthatcanbeprocessedintheSegmentBuilder
AttributeList
Displaystheattributelistthatcanbeusedtomodeltheprofiles
ProfileSets
Displaystheprofilesets
Tomodelprofiles,youmoveobjectsfromthecomponentsareatothestagingareabymeansof
draganddrop.
StagingArea
This is the area in which the profile is actually modeled. You drag the relevant selection
attributes from the components area to the staging area. Click the secondary mouse button to
determinewhethertheattributeislinkedappropriatelytootherattributes.Theavailableoptions
areKeep,Remove,andSplit.
DetailArea
Contains data about how attribute values are allocated to business partners in the form of a
graphic piechart,graph,orbarchart .Youcanconfigurehowthedataistobedisplayedinthe
Customizingsettings.
4.2.3.2
Executing Campaigns
Twochannelsareusedtoexecutecampaigns:
Salesvisit:Inthiscase,anactivityiscreatedforeachbusinesspartnerinthetargetgroup.
The activity is assigned to the sales representative based on the relationship of the
businesspartnertothecustomer.Thesalesrepresentativecan usetheactivitytoplana
customervisit.
Open channel: In this case, an address file CSV format is created for the business
partnersinthetargetgroupandcanbeused,forexample,asinputforacircular.
4.2.4 ImplementationPartoftheMarketingPackage
Setuptwouserrolesformarketingemployeesandmanagers ifthishasnotalreadybeen
doneinanotherpackage with:
Create a sample marketingattribute group with attributes so that you can assign
themtobusinesspartnersduringsegmentation.
Create a sample data source and attribute list for marketing attributes and the business
partnermasterdataasthebasisforcreatingtargetgroupstoexecutethecampaign.
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Define six different objectives for campaigns and campaign elements.
Define three different tactics for campaigns and campaign elements.
Define a campaign type so that you can categorize and compare success rates.
Assign tactics and objectives to the campaign.
OnlythestandardInfoSetsareavailableasdatasourcesinthesegmentation.Additional
InfoSetscanbeimplementedoutsidetheservicescopeofCRMBestPractice.
Create a partner determination profile that is used to determine the correct partner in
marketingactivities.
Createanorganizationaldataprofiletodeterminetheresponsibleorganizationalunitby
assigningtherelevantuser.
Defineatransactiontypeformarketingactivitiesandassignthenewprofiles.
Define interaction objects that are used in the application and define two follow-up
transactiontypes.
Definethecommunicationstrategy.
Definetheexportvariantsforexportingthefiletocampaignexecution.
Definethefilelocationthatisgeneratedwhenthecampaignisexecuted.
Definethecommunicationmediumthatyouusetoactivelytargetthebusinesspartner.
Twochannelsareusedtoexecutecampaigns:salesvisitandopenchannel.
4.2.5 CustomerAdjustments
package:
Modification of up to ten campaign objectives
Modification of up to five campaign tactics
Removal of redundant work areas in the business roles of CRM marketing

campaignmanagement
4.3 MarketingCampaignQualificationPackageOverview
Campaignqualificationprovidesaquick,simple,andefficientwayofmodifyingthestandardSAP
CRMcampaignprocess.
Thispackageprovidesadditionalfunctionsforcampaignmanagementintheformofdetailedand
localized targetgroup qualification. Implementing this package means that target groups can
firstbequalifiedbyofficebasedpersonnelandthenagainbyfieldsalespersonnel.Targetgroups
canbequalifiedandadjustedatbusinesspartnerlevel.
Wastecommunicationscanbeavoidedbysegmentingtargetgroupsinahighlevelofdetailand
bydeployingfieldsalespersonnel.Marketingcostsarereducedbyusingoptimumchannels,thus
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makingtheexecutionofthecampaignmoreefficient.
Thecampaignqualificationpackagecanonlybeimplementedinconjunctionwithmarketing
campaignmanagement.
4.3.1 MarketingCampaignQualificationProcessOverview
Figure 25 - Campaign Qualification Process Overview
Planning a Campaign
When a campaign is created, officebased personnel determine which channels of

communicationareavailableaspartofthemarketingpromotion forexample,customervisit,E
Mail, list export for an external call center, or letter . The target groups are then selected and
assignedtothecampaign.
Campaign Qualification
Oncetheofficebasedpersonnelhavecreatedtheroughtargetgroupandlinkedittotherelevant
campaign,itisfurtherqualified,firstbytheofficebasedpersonnelandthenbythefieldservice
representatives. Officebased personnel initiate these process steps by setting the status of the
campaign to Prequalification qualification by officebased personnel or Qualification
qualificationbyfieldservice .
Office-Based Personnel Qualification
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As soonas thePrequalification status is set in a campaign, officebased personnel are ableto
qualifythetargetgroupofthecampaign.Officebasedpersonnelcanqualifybusinesspartnersin
thetargetgroupintermsofthe:
Contactchannel
Employeeresponsible
Status
ResponsibilityTheemployeeresponsibleisdeterminedonthebasisofthebusinesspartner
relationshipsspecifiedinthemasterrecordandcanbechangedinthequalification.
Thesechangescanbemadeindividuallyforeachspecificbusinesspartneroraspartofamass
change.
Onceofficebasedpersonnelhavecompletedtheprequalificationprocess,theysetthestatusof
thecampaigntoQualification.Whenthestatusischanged,anentryappearsonthesystemstart
page of the field sales representative specified as the employee responsible for one or more
businesspartnersinthetargetgroup.
Field Sales Representative Qualification
ThestartpageofthefieldsalesrepresentativenowcontainsanewentryintheMyCampaign
Qualificationssection.Ahyperlinkprovidesaccesstothequalificationapplication.
The field sales representative works on the same screen as officebased personnel; the only
differenceisthatfieldsalesrepresentativesseeonlythosebusinesspartnersinthetargetgroups
assignedtothem.Theycanthenqualifythebusinesspartnersintermsof:
Contactchannel
Contactperson
Status
Responsibility
Thecontactchannelenablesthefieldsalesrepresentativetospecifyhowtheassociatedbusiness
partneristobecontacted.Forexample,thecontactchannelEMailorlist foranexternalcall
center can be specified for all business partners that cannot be contacted directly. Field sales
representatives can also add or delete business partners. If they are not responsible for the
business partner, they can set the corresponding responsibility indicator to No. Officebased
personnelarethenabletoassignthebusinesspartnertoadifferentrepresentative.
Finalizing Qualification
Thecampaignqualificationisfinalizedoncethefieldsalesrepresentativehasfinishedprocessing
thebusinesspartner.
Thesystemautomaticallycreatesaseparatecampaignforeachoftheassignedcontactchannels.
Eachcampaigncontainsallofthebusinesspartnersintheirtargetgroupforwhomthiscontact
channelwasselectedduringthequalificationprocess.
Once the campaign manager has finalized the qualification, the qualified business partners are
writtentoonetargetgroupforeachcontactchannelbymeansofareport.Thisisbasedonthe
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assignmentofthecontactchannelstothebusinesspartnersofthetargetgroup.
Aseparatecampaignisthencreatedforeachcontactchannelandtherelevanttargetgroup
assignedtoit.
Executing Generated Campaigns
Oncethecampaignshavebeenapproved,theycanbeexecutedusingthecorrespondingcontact
channels.Thecampaignthatwascreatedoriginallyisnotexecuted.
Ifactivitiesweregeneratedwhenthecampaignwasexecuted,theemployeeresponsiblecan
viewasummaryoftheseintheMyCurrentCampaignsareaofthestartpage.
4.3.2 MarketingCampaignQualificationUIDisplay
Thescopeofthepackageincludesintegratingtheapplicationintwoexistingbusinessroles
officebasedroleandfieldsalesrole .
Theinitial screencanbecalledusinga separate navigationlinkintheSAPCRMWebUIand is
integrated into the Marketing work area. A campaign for qualification must also be created
usingtheDirectLinkGroups.
Thequalificationapplicationconsistsoftwoblocks:
Details
Qualification
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Figure 26 - Campaign Qualification Overview
In the Details area, the planned start and end dates as well as the standard communication
mediumandemployeeresponsibleforthecampaignaredisplayedinadditiontothecampaignID
anddescription.
IntheQualificationarea,detailsforthetargetgroupandfieldsspecifictothecampaign
qualificationaredisplayed:
Businesspartnernumber
Businesspartner'sname
Businesspartnersaddressdata
Contactpersonsnumber
Contactperson'sname
Communicationmedium
Status
Responsibility
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Employeenumber
Nameoftheemployeeresponsible
Inthisblock,youcanperformamasschangeofthefollowingdata:Communicationchannel
-Employee responsible -Qualification status Responsibility
Figure 27 - Mass Change 1
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Figure 28 - Mass Change 2
The qualification application is integrated into the system start page as follows:
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Figure 29 - My Campaign Qualifications
IntheMyCampaignQualificationsareaofthestartpage,alistofcampaignsforqualificationis
availableforpersonsinvolvedincampaignqualification.Thecampaignsaresortedindescending
orderaccordingtothequalificationenddate.
Ifactivitiesweregeneratedwhenthecampaignwasexecuted,theemployeeresponsiblecan
viewasummaryoftheseintheMyCurrentCampaignsareaofthestartpage.
Officebasedpersonnelcanalsousetheadvancedcampaignsearchtodisplayallcampaignswith
aprequalification,qualification,orfinalizationstatus.
4.3.3 4.3.3 FunctionsintheMarketingCampaignQualification

Qualification
Theusercanperformthefollowingoperationsinthequalificationapplication:
Remove a business partner from the target group
Add a business partner to the target group
Change the communication channel for specific members of the target group such as
customervisitorEMail
Changethecontactperson
Changetheemployeeresponsible fieldsalesrepresentative
SettheCompletedindicatorassoonasthequalificationiscompleteforthe
BPNavigatetothebusinesspartnerusingahyperlink
Making Mass Changes to Fields
IntheQualificationarea,afunctionisimplementedtochangethefollowingattributesof
filtereddatarecordsinonesinglestep:
Employeeresponsible
Communication channel
Qualification status
Responsibility
Substitute Rule
A substitute rule has been implemented as an additional function. This is used to set up a
substituteforanemployeeforaspecificperiodoftime.Duringthisdefinedperiod,thesubstitute
canviewtheentriesfortheemployeethatheorsheissubstitutinginadditiontohisorherown
entriesonthestartpageandinthecampaignqualificationarea.
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4.3.4 ImplementationPartintheMarketingCampaignQualification
Installthecampaignqualificationconsultingsolution.
Adjustthecommunicationchannelstobeusedtoestablishcontact.
Integrate into the sales employee business role for field sales and into the
marketingmanagerbusinessrole.
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4.3.5
CustomerAdjustments
package:
Integrationofthequalificationintoanexistingcampaigntype
Selectionoffourcontactchannelsforthecampaignqualification
AdjustmentoftheMyCampaignQualificationsandMyCurrentCampaignsareaswith
respecttohowtheduedateisdefinedandhowthedatevalueisselected
Definitionofthedeterminationlogicforcontactpersonsandemployeesresponsible
5 SalesBestPractice
TheSalesBestPracticepackageencompassesthefollowingareas:
1. OpportunityandPipelinePerformanceManagement
2. IntegratedERPOrderandQuotationManagement
5.1 OpportunityandPipelinePerformanceManagement
5.1.1 OpportunityManagementPackageOverview
ThispackagecontainsCRMopportunitymanagement,whichenablesyoutomonitoryoursales
process.
Anopportunityisasalesopportunityforacompany,forexample,toselltheirproductsor
services.Anopportunitycanresultfromatradefair,asalesdeal,orabidinvitation,forexample.
Theopportunitydescribesthesalesprospects,theirrequested productsandservices,thesales
prospect's budget, the potential sales volume, and an estimated sales probability. This
information is of significance during the course of the sales cycle, and can be displayed and
assessedinthesystem.
In opportunity management, you can model sales projects from their inception and monitor their
progress. Opportunity management provides the basis for analyzing and optimizing your company.
Itisparticularlyrecommendedtouseopportunitymanagementif:
Many field sales representatives work for
youTherearehighsalesordervalues
Thesalescyclespansalongperiodoftime
Anopportunitygoesthroughasalescycle,whichisdividedintovarioussalesstages.Thesales
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cycleisdefinedbasedontheperiodoftimebetweenthestartdateandtheestimatedenddateof
theopportunity.Asalesstageispartofthesalesprocess,inwhichspecificactivitiesarecarried
out. A stage could be, for example, preselection, first contact, presentation, quotation
phaseorcontractphase.
Theopportunityprocessendswithawinorloss.
5.1.1.1
Opportunity Management Process Overview
Thisprocessdescribesthreedifferentstartingpointsforcreatinganopportunity:
1. Thesalesemployeecreatesanopportunitymanually.
2. Thesalesemployeecreatesanopportunitybasedonanactivity.
3. ThesalesemployeecreatesanopportunityasafollowupactivityforLeadManagement.
Assoonasanopportunityiscreatedinoneofthesesteps,no furtherdifferentiationismadein
the document with respect to the opportunity's starting point. The structure of the document
reflectsthestagesofthesalescycle:
Opportunity identification
Qualification
Quotation
Decision
Completion
Sales order
4.Thesalesmanageranalysesthesalespipelineusingopportunityreporting.
5.1.1.2
Opportunity Management UI Display
GeneralDisplay
Theuserinterfaceforopportunitymanagementprovidesscreensforaccessingthe:
Sales cycle/opportunity
Activities
ThesefunctionscanbeaccessedeasilyfromtheCRMnavigationbar secondlevel orfromthe

workarea.
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Figure 30 - Navigation Bar and Initial Sales Screen
Opportunity
Opportunitymanagementallowsyoutodevelopasalesmethodologytailoredtoyoursales
processes.
Yoursalesemployeeslearnaboutthestepsofanidealsalesprocessfromidentifyingaleadto
closingasale.
Youcanadddocumentstoanopportunityandmanagetheseasrequired.Forexample,youmight
wanttoaddpresentationsyoureceivedfortheopportunity,correspondence,ormaterialssuch
asdrafts,buildingplans,andsoon.
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Figure 31 - Opportunity
AccessingActivities
Anydatastoredinanactivityisavaluablesourceofinformationtowhichallrelevantemployees
mustbegrantedaccess.
Thedataprovidesanswerstodaytodayquestionssuchas:
What appointments do I have next week?
When can I arrange a visit to Ms. Smith?
Whocancoverforasickcolleagueinfieldsales?
Figure 32 - Activities
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5.1.1.3
5.1.1.3.1
Functions in Opportunity Management

Partner Processing
Partner processing controls how the system works with business partners in business
transactions.Itensuresthatpartnerdatausedinbusinesstransactionsiscorrectbyapplying
rulesdefinedincustomerspecificadjustments,andfacilitatesyourworkbyenteringspecific
partnersandcorrespondinginformation,suchasaddresses,automatically.
Oneofthemostimportantelementsofpartnerprocessingispartnerdetermination,whichis
theprocessinwhichthesystemautomaticallyfindsandenterspartnersinvolvedinabusiness
transaction.Inmostbusinesstransactions,youenteroneormorepartnersmanuallyandthe
systemaddstheotherpartnersbymeansofpartnerdetermination.
Varioussourcesofinformationfacilitatepartnerdetermination.Twoofthemostimportant
sourcesarethemasterdataforthebusinesspartnerandtheorganizationaldata.
Theusercurrentlyloggedonisconsideredtobethepersonresponsiblefortheopportunity.
The sales opportunity prospect or customer must be entered manually. The sales
representativeandcontactpersonarethendeterminedautomatically.
5.1.1.3.2
Whenabusinesstransactionisprocessed,certainorganizationaldataismandatorydepending
on the transaction type. Organizational data contains the properties sales organization,
distributionchannel,businessunit,salesoffice,andsalesgroup.
Theorganizationaldataisdefinedbasedonthesalesopportunity.
5.1.1.3.3
Sales Cycle and Sales Stages
A sales cycle is based on the period between the start and estimated end date of an
opportunity.Thesalescycleofaproductorservicestartswithrecognitionoftheopportunity.
The process ends with a sales order or a rejection from the customer. The sales cycle of an
opportunityisdividedintovarioussalesstages,suchasfirstcontact,quotationphase,andso
on.
Asalesstageisaphaseofthesalescycle,inwhichspecificactivitiesarecarriedout.Thesales
cyclecontainsmultiplesalesstages.Thefollowingsalesstagesaredefined:
Description
Probability
10
Qualification
20
Quotation
50
Decision
80
Completion
100
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5.1.1.3.4
Sales Assistant
Thesalesassistantguidesasalesemployeethroughastructuredsalesprocessandsupports
himorherinplanningthesalesactivities.
Thesalesassistantprovidesthesalesemployeewithachecklistofrecommendedactivities
andtasksthatheorsheistocarryoutduringthisstage.
The sales assistant can be tailored to suit the specific sales processes of a company. If you
workwithnumeroussalescycles,youcandefinedifferentactivityguidelinesforeachofthese
inthesystem.Forexample,youcandefineoneactivityguidelinefortransactionswithexisting
customersandanotherfortransactionswithnewcustomers.
Youcandisplaytherecommendedactivitiesandtasksforeachstageandcopythemtothe
personalactivityplanfortherelevantsalesproject.
Intheactivityplan,youcanspecifybywhatdateanactivityistobeexecuted,whotheperson
responsibleis,andwhetheranactivityhasalreadybeencompleted.Ifanactivityisoverdueor
hasnotyetbeencompleted,aniconisautomaticallydisplayedinSAPCRMasareminder.
Usingtheinputhelp,youcanrestricttherecommendedactivitiesdisplayedtoaspecificstage.
Thedefaultvalueisthecurrentstageofthesalescyclefortheopportunity.
Anyactivitiesthatyoudefinedintheuserspecificsettingsfortheindividualstagesare
displayedasrecommendedactivities.Eachlinecontainsarecommendedactivity.
Thefollowingdataistakenfromtheopportunity:
Partner forexample,employeeresponsiblefromtheactivity
plan Comment descriptionoftheactivity
Texts forexample,notes,iftextdeterminationissetupcorrectlyinthesystem
Date completedby fromthesalesassistantasaproposedactual/plannedactivity
dateReasonforactivity reasonforactivity:opportunity
Whenanactivityisgeneratedfromthesalesassistantandcopiedtotheactivityplan,the
activityislinkedtotheopportunity,whichmeansthedocumentflowisupdated.
Withinthespecialsalesstages,thesalesassistantconsistsofthefollowingactions:
Sales Stage
Action
Gather customer information

Arrange and prepare visit
Qualification
Conduct customer visit

Clarify feasibility internally
Identify customer schedule
Form a sales team
Meet yes/no decision
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Quotation
Develop proposed solution

Present quotation to customer project
Create a quotation
Decision
Get feedback and clarify open issues

Secure written agreement
Completion
Negotiate sales order conditions

Analyze reasons for success or failure
5.1.1.3.5
Products
Youcanaddinformationaboutindividualproductsorservicestoanopportunity.Inthecourse
ofthesalescycle,thisgatheredinformationhelpsyoutodetermineexactlywhichproductsand
servicesthecustomerneedsandinwhatquantities.
To be able to use products in opportunity management, they are downloaded from the ERP
system.Duringtheinitialdownload,therequiredmaterialsaredownloadedandthencreatedas
productsinSAPCRM.
Any subsequent changes or any new products created in ERP after this point in time are
transferredindeltadownloads,whicharetriggeredautomaticallyoncetheinitialdownloadhas
completed.
Youcanalsoenterpricesforindividualproductsmanually.Theexpectedvalueforallitemsis
displayedasacumulativevalueontheopportunityoverviewpage.
5.1.1.3.6
YoucanlinkrequireddocumentssuchasMicrosoftExcelandWordfilesorgraphicsto
opportunities.Youcanmanageattachmentsatheaderoritemlevel.
Youcanalsoaddfreetextstoyouropportunities.Toenableyoutodistinguishbetweennotes,
multipletexttypesareavailabledependingontheCustomizingsettings.
5.1.1.3.7
Questionnaire for Opportunity Assessment
Youcanuseaquestionnairetoassessopportunitiesaspartof thesalesmethodology.Thistype
of assessment can be used for project qualification. Project qualification is used primarily to
assessthecostsandbenefitsofaproject;beforeconsiderableresourcesareinvestedinasales
project, it is important to assess whether the expected sales revenue and chance of success
counterbalancetheinvestmentrequired.
A sample questionnaire is provided for opportunity assessment. Based on the weighting
assigned to questions and answers, the system calculates the chance of success. The sales
employeecanusethisinformationtohelpmakeinformeddecisions.
5.1.1.4
Implementation Part of the Opportunity Package
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Createanewnumberrangeforopportunitymanagement.
Createanewaccesssequencefordeterminingthesalesrepresentativepartnerfunction
fromthespecifiedactivitypartner.
Define a new partner determination procedure that the system uses to add partners
automaticallytotheopportunity.
Create a new opportunity sales cycle that is defined based on the period between the
start date and estimated end date of an opportunity. The sales cycle of a product or
servicestartswithrecognitionoftheopportunity.
Definethefivesalesstagesandassignmenttothepreviouslycreatedsalescycle.
Createanactionprofileandthreeassignedactions.Fivescheduleandstartconditionsare
alsocreated.
Createanewtransactiontypethatistobeusedastheopportunity.
Definetheitemcategorydeterminationforthenewopportunitytransactiontype.
Createanewstatusandsubjectprofileandassignthistothenewopportunitytransaction
type.
ImportthestandardbestpracticequestionnairesintotheCRMsystemandactivatethem.
Define questionnaire determination and assign this to the new opportunity transaction type.
Integrate the activity management and opportunity management scenarios. This is

requiredtoallowanopportunitytobecreatedfromanactivity.Integrationinvolves:
Defining copy control for activity management (an activity transaction type)
Defining copy control for item categories (based on the activity transaction
type) Defining item category determination for copying
5.1.2
PipelinePerformanceManagementPackageOverview
PipelinePerformanceManagement PPM isahighlyinteractiveanalyticalapplicationdesigned

to help sales managers and sales employees plan quotas and manage pipeline activities to
achievetargets.
Modeling opportunity data in the context of pipeline analyses makes it possible to identify
weaknesses and critical opportunities easily and therefore facilitates timely problem solving.
Sales managers canprioritize, reassign, ormodify opportunities to drive immediateactionand
help sales employees focus on the right deals. The simulation function allows you to simulate
whatifscenariosandprojectsresultswithnoimpactontheunderlyingdata.
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Salesmanagersandsalesemployeescanmonitorandanalyzeopportunitiesonthefollowing
pages:
Sales Pipeline
Target to Date
Closing Date
SalesPipelineChange
Salesmanagerswiththeappropriateauthorizationscanmanagequotasandopportunitychurn
ratesontheOptionspage.
5.1.2.1
Pipeline Performance Process Overview
A sales representative can view the outcome of a telephone call made after an initial customer visit.
Thesalesmanagermaintainsthegeneralsettings.
Thesalesmanagermaintainsopportunitychurnrates.
Thesalesmanagermaintainsindividualopportunitychurnrates.
Thesalesmanager/headofsaleschecksandmaintainssalesquotas.
Thesalesmanageranalysesthesalespipeline.
Thesalesmanagerorsalesemployeeanalysesthetargettodate.
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Thesalesmanagerorsalesemployeeanalysestheclosingdate,andidentifiesand
monitorsopportunitychanges.
5.1.2.2
Pipeline Performance UI Display
GeneralDisplay
TheuserinterfaceforPipelinePerformanceManagementprovidesscreensforaccessingthe:
Navigation bar
Sales pipeline
Target to date analyses
Sales pipeline change
AllthesefunctionscanbeaccessedeasilyfromtheCRMnavigationbar secondlevel orthe

workarea.
Figure 33 - Navigation Bar and Pipeline Performance Page
SalesPipelineAnalyses
Youcananalyzethesalespipelineataglancebymeansoftablesandbarchartsfocusingonthe
followinginformation:
Wondealstheproportionofsuccessfulsalesdealscompletedduringtheselectedperiod
Expected deals the proportion of overall potential revenue projected for the selected
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periodbasedondealswon
Salesquotasthetargetlineisthetargetrevenuethatthesalesmanagerspecifiesforthe
salesrepresentativeforaspecificperiod suchasaparticularquarterinthecurrentyear
The remaining difference between won and expected deals and sales targets the gap
thatremainsbetweenthecombinedwonandexpectedsalesdealsandthetargetrevenue
fortheselectedperiod
Identifyfunctionalgapsandcriticalopportunities
Identify and monitor opportunity changes in the
pipelineSimulatewhatifscenarios
Triggerappropriateactionimmediatelytoresolveissuesandmeetthesalestarget
Figure 34 - Pipeline Performance Analyses
5.1.2.3
Implementation Part of the Pipeline Performance Package
Thepipelineperformancepackageisanintegratedpartoftheopportunitymanagementpackage
andisthereforelinkeddirectlytothedeliveredopportunityCustomizing.
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package:
Adjustmentofuptofivesalesstagesinthesalescycle
Creation of an additional questionnaire with up to five questions and
answersDefinitionofuptofivetexttypesfortheopportunitynotes
Removalofredundantworkareasinthebusinessrolesoftheopportunitypackage
5.2 IntegratedERPOrderandQuotationManagementPackageOverview
TheIntegratedERPOrderandQuotationManagementpackageallowsyoutocreatesalesorders
and quotations directly in the ERP system from within the CRM system. This does not require
youtoreplicatedocumentsbetweenCRMandERPortoexittheCRMWebClient.Youcontinueto
workwiththesamefamiliarentryscreensoftheCRMWebClient,whereyouenterthedatafor
thesalesorderorquotationdirectly.Thedataistransferred totheERPsysteminrealtimeand
theorderorquotationiscreateddirectly.
TheCustomizingsettingsfromtheERPsystemareusedtocreatethesedocuments.Youarenot
requiredtoconfigureanyadditionalCustomizingsettingsfortransactionsinCRM.
Adocumentflowcanbecreatedfortheentiresalesprocess,fromtheleadoropportunitytothe
ERPquotationorsalesorder.Thisallowsyoutoobtainanoverviewofallimportantdocuments.
Asaprerequisite,anexistingECC6.0withEHP4isneeded.
5.2.1 IntegratedERPOrderandQuotationManagementProcessOverview
IntegratedERPorderandquotationmanagementprovidesfunctionsto:
Find and edit existing ERP customer quotations
Find and edit existing ERP sales orders
Create ERP customer quotations
Create ERP sales orders
Create ERP customer quotations as followup documents for an opportunity or

leadCreateERPsalesordersasfollowupdocumentsforanopportunityorlead
5.2.2 IntegratedERPOrderandQuotationManagementUIDisplay
GeneralDisplay
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ThenavigationbarentriesrequiredforintegratedERPorderandquotationmanagement
areintegratedintotheexistingbusinessrolesfromtheBestPracticeroles.
Figure 35 - Accessing ERP Quotations and ERP Sales Orders
When you choose these entries, you either navigate to the search screen for ERP quotations and ERP sales
orders or can create new documents.
Figure 36 - Searching for ERP Sales Orders
By clicking the sales order ID, you can navigate to the ERP sales order overview.
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Figure 37 - Detail Overview for an ERP Sales Order
Inthedetailoverview,youcanviewtheERPsalesorderdatafromtheERPsystem.Thisincludes
theheaderdataaswellasinformationaboutindividualitemsandshippingandbillingdata.
TheincompletionlogindicatesifrequiredentriesaremissingintheERPsystem.
WhenanewERPsalesorderiscreated,datasuchasthesoldtoparty,salesorganization,and
itemshastobeentered.
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Figure 38 - Creating a New ERP Sales Order Sales Organization
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Figure 39 - Creating a New ERP Sales Order Item Entry
ThetransactionhistoryindicateswhetherthereareprecedingdocumentssuchasanERP
quotationoranopportunityinCRM.
Figure 40 - Transaction History with an ERP Quotation as a Preceding Document
5.2.3 FunctionsinIntegratedERPOrderandQuotationManagement
IntegratedERPorderandquotationmanagementprovidesfunctionsto:
Find,create,andmaintainERPquotationsandERPsalesordersdirectlyinthe
CRMsystem
CreateERPquotationsandERPsalesordersasfollowupdocumentsforopportunities
5.2.4 ImplementationPartofIntegratedERPOrderandQuotationManagement
TransferproductsfromtheSAPERPsystemtotheCRMsystem.
Activate the ERP quotation and sales order screens in the SALES_EMPL business role.
Configure the ERP quotation and ERP sales order transaction types for maintenance in
CRM.
Set up of copy control from opportunities to ERP quotations and ERP sales
orders.ConfiguretheproductproposalCustomizingintheCRMsystem.
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customeradjustments basedontherefinementworkshop canbeimplementedaspartofthis
package:
ConfigurationofuptofiveERPquotationtransactiontypesformaintenanceinCRM
ConfigurationofuptofiveERPsalesordertransactiontypesformaintenanceinCRM
Customerspecificfieldsorenhancementscanalsobeimplementediftechnically
supported.However,thisisnotincludedinthefixedpriceofferandmustbeestimated
andimplementedseparately.
ServiceBestPractice
6.1 InteractionCenterInquiryandComplaintManagementPackage
Overview
This package was created to support service employees in processing incoming customer
inquiriesandcomplaints.Thepurposeofthepackageistoensureeffectiveinteractionbetween
customersandserviceemployees.Theprimaryobjectiveistoprovideallserviceemployeeswith
apowerfultoolthat:
Enables them to access all the information required during customer interaction
Helps find solutions to resolve problems that customers may encounter
Helpsdraftaresponsecontainingallrelevantinformationrequiredbythecustomer
Themainfeaturesofthispackageare:
Complaint and inquiry management using the service request
documentCategorizationofcustomerinquiries
Knowledge base to facilitate improved first-level support
Function to forward inquiry to group responsible
Interaction history to obtain a full picture of the

customerEMailintegration
Central inbox for incoming inquiries and to facilitate collaboration across all
departmentsResponsetemplatesforstandardletterorEMailresponses
6.1.1
InteractionCenterInquiryandComplaintManagementProcessOverview
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Thesolutiontomanageandprocessincominginquiriesandcomplaintsisbasedonaservice
request,whichiscreatedforeachcustomerinquiry.
Thefollowingstepsoutlinetypicalinteractionbetweenacustomerandthecompany.
1. Aserviceemployeereceivesamessage suchasanEMail,letter,orcall .
2. Thesystemidentifiesthecustomerandtheserviceemployeevalidatestheinformation.
Atthispoint,theserviceemployeeusesvarioustoolstoprovidethebestpossibleresponseto
thecustomer.Usingthesetools,theserviceemployee:
3. Accesses customer information and the interaction history for previous inquiries from
thiscustomer
4. Createsandclassifiesaservicerequest
5. Accessesthecompany'sknowledgebasetosearchforasolution
6. Processestheinquiry
a. Theserviceemployeerespondstothecustomer.Thiscanbebasedonastandard
response template. Any recommendations found in the knowledge base can be
attachedtotheresponse.
b. The inquiry can be forwarded to the company organizational unit responsible if
theserviceemployeecannotresolvetheproblem.
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6.1.2 InteractionCenterInquiryandComplaintManagementUIDisplay
GeneralDisplay
Theobjectsavailabletoserviceemployeesarebasedonanewbusinessrole,whichispartof
thispackage.Thisroledefinitionmakesthescreensrequiredtocompletedailytasksavailable
toserviceemployees,allowingthemto:
Access the inbox that contains the messages forwarded automatically to service
employees or their team. The quick search configured in this package enables service
employeestosearcheffectivelyformessages.
Access customer information and the fact sheet to obtain a full picture of the
customerCreate,searchfor,andeditservicerequests
Accesstheknowledgebasetosearchforsolutionstoproblemsreportedbycustomers
ThesefunctionscanbeaccessedeasilyfromtheCRMnavigationbar.Thenavigationbarprovides
a lean view of the application since it only displays those screens required for the customer
interaction.
Figure 41 - Service Employee Navigation Bar
CustomerIdentification
The system can locate customer information automatically for incoming messages based on an E-Mail
address or telephone number. Service employees can verify and confirm the customer data.
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It is also possible to search for the data manually, for example, using a name or city as search
criteria. If the search results return more than one customer record, a list of customers is
displayedforselection.
Thepackagestructureenablesserviceemployeestoworkwithbothscenarios:B2Bcustomers
companyandcontact andB2Ccustomers privatecustomers .
Once the relevant customer has been identified, general information about this customer is
displayed to the service employee. The service employee can also view the history of previous
interactionswiththisselectedcustomer.
Figure 42 - Customer Identification
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CustomerFactSheet
The customer fact sheet contains a history of all interaction with this customer. It contains an
overviewoftheservicerequest,EMails,andofthetwoactivitytypestasksandvisitswhich
areconfiguredintheSAPCRMCoreSystem/CustomerandActivitiespackage.
Figure 43 - AccountFact Sheet
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ServiceRequest
Theservicerequestwasconfiguredespeciallyforthispackage.Thisallowsserviceemployeesto
process customer requests efficiently. It is the central document that contains all information
relevant to the request. Other documents created during interaction with the customer are
linked to the service request using the business context/document flow. Electronic documents
canalsobeattachedtoservicerequestsinthisarea.
Servicerequestscanbedividedintouptofourcategorizationlevels.Atotalof24categoriesare
available in package configuration. Further categories can be added easily once knowledge
transferhasbeencompleted.
Fromwithinaservicerequest,youcancreatefollowupactivities,whicharedefinedintheSAP
CRMCoreSystem/CustomerandActivitiespackage.
Figure 44 - Service Request
EMail/Letter
ThescreensforEMailsandletterssupportserviceemployeesinrespondingtocustomers.They
offerenhancededitingfunctionsforresponsesbyprovidingresponsetemplates.
Service employees can select a template from the list of standard responses. Placeholders
included in the template allow service employees to personalize the response, for example, by
enteringtheirnameorthenameofthecustomer.Serviceemployeescanadjustthetextmanually
asrequired.
Twotemplatescorrespondingtoyourrequirementsarecreatedduringpackageconfiguration.
Youcancreateadditionaltemplateseasilyonceknowledgetransferhasbeencompleted.
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Figure 45 - E-Mail Response
InboxandQuickSearch
TheserviceemployeeinboxisthecentralpointofentryforincomingdocumentssuchasEMails
or service requests for processing. Service employees can view requests or EMails that are
assigneddirectlytothemortotheirgroup.
Theinboxallowsserviceemployeestosearchflexiblyfordocumentsinthepackage,suchasE
Mails, servicerequests, andactivities.Theycan settheselectioncriteriaflexiblyand searchfor
documentsbasedonadocumentnumberoraspecificperiod,forexample.Theycanalsodefinea
quicksearchinwhichvariousselectioncriteriaaresetautomatically.
Figure 46 - Inbox
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Figure 47 - Quick Search
KnowledgeSearch
Theknowledgesearchfunctionhelpsserviceemployeestofindsolutionstoproblemsreported
bycustomers.
Figure 48 - Knowledge Search
Serviceemployeescanfindsolutionsbasedonkeywordortextsearches.Theycanthenforward
thesolutionfoundtothecustomerinanEMail.
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Two knowledge articles corresponding to your specifications are created during package
configuration.Youcancreateadditionalknowledgearticleseasilyonceknowledgetransferhas
beencompleted.
6.1.3
ImplementationPartoftheInteractionCenterInquiryandComplaintManagement
Package
UserInterface
Definetwobusinessrolesforsalesemployeesandmanagerswith:
Navigationentriesforpackageapplications
Revisedscreensforaleanviewofapplications
EMailIntegration
ConfiguresettingsforincomingandoutgoingEMails.
CentralInbox
Define an inbox profile for documents relevant to the
package.Definefourquicksearchesfortheinbox.
CustomerDetermination
DefineamixedcustomeridentificationprofileforaB2B companyandcontact andB2C
scenario.
ServiceRequest
Define a transaction type for service requests and assigned profiles.
Create a categorization profile for inquiries and complaints.
Prepareservicelevelagreementsforcustomerinquiries.
AssigntwofollowupactivitytransactiontypesfortheSAPCRMCore System/Customer
andActivitiespackage.
CustomerFactSheet
Defineacustomerfactsheetthatindicatesthedocumentsrelevanttothepackage.
KnowledgeBase
Provideaknowledgesearchfunction.
DataEntered
Thispackageallowsserviceemployeestoreceivecustomerinquiriesthoughvariouschannels:
EMail integratedintothesystem
Telephonecall notincludedinthepackagescope,certifiedtelephonesystemscanbeconnected
inasubsequentprocess
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Letterandfax notintegratedintothesystem,scanneddocumentscanbeuploaded
DataReturned
ThepackagesupportserviceemployeesincreatingresponseEMailsorletters.
package:
CreationofanEMailaddressforincomingandoutgoingEMails
Creation of a routing rule for the incoming EMail address of an organizational unit
Definitionoftwoinboxitemsthatforwardtoanorganizationalunit
Creation of a categorization hierarchy with up to four levels and a total of 24 entries
CreationofanEMailtemplateandalettertemplate
RemovalofredundantentriesfromthenavigationrolesusedEntry
oftwoarticlesintotheknowledgebase
Additional Services
Thefollowingadditionalservicesareavailableandcanbeenhancedasandwhenrequired:
1. EMailIntegration withMSOutlook
2. InteractiveReporting
7.1 EnhancedEMailIntegration(withMSOutlook)Overview
ThispackageprovidesenhancedintegrationofexistingMicrosoftOutlooksoftwareintotheSAP
CRMsysteminstalled.Thesolutionallowsyoutodraganddrop sentandreceivedEMailsfrom
Microsoft Outlook to the SAP CRM system. The package also allows you to transfer documents
from local or public folders to the SAP CRM system by using drag and drop. You can attach E
Mails anddocuments transferredin this mannertoCRM transactions,CRM contact persons, or
CRMaccounts.ThisenhancedEMailintegrationthereforeofferssignificantaddedvalueinterms
ofeaseofuseandefficiency.
7.1.1 EnhancedEMailIntegrationProcessOverview
7.1.1.1
Incoming E-Mail
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1. TheuserreceivesanEMail.
2. TheusertransferstheincomingEMailfromtheMicrosoftOutlookinboxtotheSAPCRM
system.
3. TheSAPCRMsystemidentifiestherelevantpartners.
4. TheusercreatesanewactivityorattachestheEMailtoanexistingtransaction,contact
person,oraccount.
7.1.1.2
1.
2.
3.
4.
Outgoing E-Mail
TheusersendsanEMailfromtheMicrosoftOutlookclient.
TheusertransferstheoutgoingEMailfromMicrosoftOutlooktotheSAPCRMsystem.
TheSAPCRMsystemidentifiestherelevantpartners.
TheusercreatesanewactivityorattachestheEMailtoanexistingtransaction,contact
person,oraccount.
7.1.1.3
Documents
1. TheusertransfersthedocumentfromafoldertotheSAPCRMsystem.
2. Theusersearchesforanexistingaccountorcontactperson.
3. Theuserattachesthedocumenttoanexistingtransaction,contactperson,oraccount.
7.1.2
EnhancedEMailIntegrationUIDisplay
TheinitialscreencanbecalledusingaseparatenavigationlinkintheSAPCRMWebUIandis
displayedintheworkarea.Thismeansthatthelinkisintegratedintoanexistingbusinessrole.
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Figure 49 - Navigation Link
Intheworkarea,theusercanusethestandardcontactpersonsearchintheupperscreenarea.
Whenthesearchisrun,theresultlistisdisplayedinthecenterofthescreen.Oncetheuserhas
selected one or more contact persons, the relevant activities are displayed in the righthand
sectionoftheresultlist.Inthelowerscreenarea,aviewofeithertheMicrosoftOutlookinboxor
sentEMailsisdisplayed.
Figure 50 - Work Area
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7.1.3 7.1.3 FunctionsofEnhancedEMailIntegration

7.1.3.1
Incoming/Outgoing
FromtheSAPCRMWebUI,usershavedirectaccesstotheirpersonalinboxaswellastosendE
Mails in Microsoft Outlook. The layout, functions, and sorting options for EMails are almost
identical to those in the Microsoft Outlook client. This means that users do not have to
familiarizethemselveswithanewuserinterface.
7.1.3.2
Drag and Drop
DraganddropcanbeusedtotransferanyincomingoroutgoingEMailsfromMicrosoftOutlook
totheSAPCRMsystem.Theycanthenbeattachedtoaneworexistingactivityorassigned as
an attachment to an existing contact person or account. Similarly, drag and drop can also be
usedtotransferdocumentstotheSAPCRMsystem.
7.1.3.3
Attachments
TransferredEMailsanddocumentsarestoredinSAPCRMasattachmentstoactivities,contact
persons,oraccounts.AllEMailsarestoredintheiroriginal .msg formatinSAPCRMandare
therefore available along with their entire history and attachments. The original EMail is also
still available in Microsoft Outlook. Documents are also stored in their original format in SAP
CRM.
7.1.3.4
Partner Determination
Whenan incomingoroutgoing EMailisreplicated,theEMailaddressenteredforabusiness

partner is used to determine the relevant partners in the CRM system. The contact found is
displayed along with the corresponding account in the result list. If more than one contact is
found, the result list returns all contacts with their corresponding accounts. The user can then
select the relevant contact s from the list. The user can also branch to the master data via a
hyperlinktochangedataifnecessary.
7.1.3.5
Creating an Activity
An activity can be created in SAP CRM from an incoming or outgoing EMail. If necessary, the
usercancreateanewactivityafterselectingtherelevantcontact.Theusercaneitherselectone
of the transaction types proposed in a dialog box when creating the activity, or specify in
CustomizingthetransactiontypetobeusedforincomingoroutgoingEMails.
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Figure 51 - Transaction Types Dialog Box
Whentheactivityiscreated,thefollowinginformationissavedintheactivity:
Account and contact selected beforehand
DateandtimeoftheEMailastheactivitystartandenddates
or optional: date and time the EMail was transferred from Microsoft Outlook to SAP
CRMEMailsubjectasactivitydescription
Inaddition,whentheactivityiscreated,thepartnerandorganizationaldataisdetermined
accordingtotheprocedurespecifiedinCustomizing.TheEMailissavedtotheactivityas
anattachment.
7.1.4 ImplementationPartofEnhancedEMailIntegration
ThepackageconsistsofanimplementationintheCRMsystemandanOCXcomponent.
TheOCXcomponentismadeavailabletousers,whohavetoregisteritintherelevantclient.
ThescreensrequiredforenhancedEMailintegrationareincorporatedintoanexisting
businessrole.
package:
Specification of transaction types to be
usedSpecificationofdatetobeused
Integration into business role selected by the
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customerRegistrationofOCXcomponent
7.2 InteractiveReportingOverview
Interactivereportingoffersasimplifiedcustomerinformationreportingframeworkinwhichan
SAPNetWeaverBIsystemisnotneeded.ReportingiscarriedoutintheCRMdatabasedirectly.
7.2.1 InteractiveReportingProcessOverview
InteractivereportingprovidesafixednumberofstandardreportsintheCRMsystemforthe
relevantroles/scenarios Marketing,Sales,orService .
Formoreinformationaboutthestandardreportsprovidedforthedifferentscenarios,see
Section7.2.3.
ThisprocesssupportsdifferentstartingpointsforgeneratingthestandardSAPreports:
SalesemployeewantstogeneratesalesreportsSalesmanagerwantstogeneratesales
reports
MarketingemployeewantstogeneratemarketingreportsMarketingmanagerwantsto
generatemarketingreports
Servicemanagerwantstogenerateservicereports
Poweruserscancreate,copy,edit,anduseverybasicreports.Forthispurpose,interactive
reportingenablestheuserto:
Easily create and change reports using the wizard and report preview
Create reports for different employees and organizational units
Createtablesandgraphics suchasbarcharts,linecharts,piecharts,orstackedcolumn
charts
7.2.2 InteractiveReportingUIDisplay
GeneralDisplay
TheobjectsavailabletotheemployeearebasedonthenewbusinessrolesSALES_EMPL,SALES
_MAN,MKT_EMPL,andMKT_MAN,whichareincludedinthepackage.Assigningrolestousers
ensuresthatthosescreensthatusersrequirefortheirspecifictasksaredisplayed.
Usersworkwithanintuitiveinterfacethatenablesthemtoanalyzetheirdatausingpredefined
reports.
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ThesefunctionscanbeaccessedeasilyandquicklyfromtheCRMnavigationbar secondlevel
orfromtheworkareadependingonthebusinessroleassigned.
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Figure 52 - Example: Navigation Bar and Sales Manager Reports
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Figure 53 - Example: Navigation Bar and Marketing Manager Reports
Thefollowingfiguresshowhowreportsmayappearontheinterface.
Inthe ReportCriteriaupperscreenarea,youcanenterfiltercriteriatospecifythedata
to be analyzed. For some reports, data is only displayed if the required filter criteria
havebeenentered.Thesemandatoryinputfieldsareindicatedbyaredasterisk.
Tosavethesearchresultforlateruse,enteranameintheSaveViewAsfieldand
chooseSave.
Figure 54 - Example: Active Accounts Report in Table Format
TheDisplaylowerscreenareacontainsvariousfunctionsthatareglobalforallreport
typesdisplayed.Theseenableyoutospecifyreportsaretobedisplayed.
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CommercialinConfidence
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Youcandisplayreportsasachart,table,orboth.Youcanchangetheformatinwhich
numericvaluesaredisplayedbyselectingaformatfromthelistintheDisplayscreen
area.
Figure 55 - Example: Active Accounts Report in Graphic Format
7.2.3 InteractiveReportingFunctions
CRMBestPracticeprovidesreadytousereportsforthescenarioimplemented
Marketing,Sales,orService .Thecustomercanalsocreateadditionalreports.
Thereportsinthefollowingsections,whicharegroupedbyCRMscenario Marketing,
Sales,Service ,areavailableinSAPBestPractices.
Additionalfunctionsavailableinclude:
AdobeFlexUI
Navigation
to
documents in CRM
Export to Microsoft
Excel
Deliveryofrealtimedatainreports
Customization personalization ofreportscreens
7.2.3.1
Marketing Reports
Leadstatusanalysis:Thisreportreturnsthenumberofleadsaccordingtothe
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qualificationlevel cold,hot,warm ,aswellasthestatusforeachmonth.

Leadoriginanalysis:Thisreportanalysestheleadsbasedontheirstatus open,lost,
won andqualificationlevel cold,hot,warm .
Marketing contact list: This report provides an overview of the selected campaigns. It
displays the campaigns, target groups, business partners, statuses, and other
information,andalsoenablestheusertomanageandcontrolcampaigns.
Marketing contact summary: This report helps the user monitor the progress and
success of the selected campaigns. It shows planned outbound activities and actual
successful outbound activities, which enables users to decide what requires their
attentionmost.
Campaigneffectiveness:Thisreportshowsthenumberofcontracts,responses,and
leadsforeachcampaign.
7.2.3.2
Sales Reports
Active accounts/customers: This report contains a list of accounts with activities, including
their direction (inbound or outbound). You can branch to the individual accounts to analyze
these further.
Customerswithopenactivities:Thisreportshowsthenamesofallcustomerswithopen
activities,includingthenumberofactivities.Youcanbranchtotheindividualaccounts
toanalyzethesefurther.
Completedopportunities:Thisreportshowsthenumberofcompletedopportunities,
groupedaccordingtotheirstatus won,lost,andsoon andsalesstage.
Opportunity sources: This report shows the number of opportunities and their expected
sales volume (weighted and non-weighted) for every origin. The results are grouped by
date/sales stage.
Opportunitypipeline:Thisreportcanbeusedtodeterminehowfaradvanced
opportunitiesareinthepipeline.
Win/loss analysis by reason: This report shows the number of opportunities, their
chanceofsuccess,andtheexpectedsalesrevenuefortheWonandLoststatuses.The
figures are grouped by reason and sales stage, which makes it possible to determine
whetheropportunitiesarewonorlostforspecificreasonsincertainstages.
7.2.4
ImplementationPartofInteractiveReporting
SetupareportingclientintheCRMsystem.
SetupaconnectionbetweentheCRMreportingclientandtheCRM
applicationclient.Activatethestandardreportsandinfotypesforusein
reporting.
Customizethenavigationbarandactivatereportinglinksinthebusinessrolesused.
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In addition to the scope of services outlined in Section 2.2, functions to support the
following customer adjustments based on the refinement workshop can be
implementedaspartofthispackage:
The key user workshop demonstrates how to create an interactive
report.SAPofferssupporttocreatetwoadditionalreports.
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CRM Best Practice Blueprint

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CRM Best Practice Blueprint

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Blueprint for a Best Practice CRM

<AUTHOR BUSINESS CARD phone, email>

Reason for change

First issue to customer

Executive Summary ............................................................................................................ 6

Business Roles ................................................................................................................... 7

Components of the CRM Best Practice System ................................................................ 8

SAP CRM Core System ............................................................................................... 8

Account and Contact Management Package Overview ........................................... 8

Activity Management Package Overview ............................................................... 18

Marketing Best Practice .................................................................................................... 27

Lead Management Package Overview ................................................................... 27

Marketing Campaign Management Package Overview ......................................... 36

Marketing Campaign Qualification Package Overview .......................................... 44

Opportunity and Pipeline Performance Management ............................................... 53

Integrated ERP Order and Quotation Management Package Overview ............... 64

Service Best Practice ........................................................................................................ 69

Interaction Center Inquiry and Complaint Management Package Overview ............... 69

Additional Services ........................................................................................................... 78

Enhanced E-Mail Integration (with MS Outlook) Overview .................................... 78

Interactive Reporting Overview ............................................................................... 83

Figure 4 - Navigation Bar and Work Area of Sales Employee (SALES_EMPL)

Figure 5 - Creating Activities/Tasks

Figure 6 - Displaying Open Tasks

Figure 7 - Customer Overview

Figure 9 - Customer Hierarchy

Figure 10 - Merging Customer Accounts

Customer Fact Sheet

Figure 11 - Customer Fact Sheet (PDF Version)

Notes and Attachments

Business Partner Relationships

Employees internal number range

Questionnaires for interaction

Figure 12 - Navigation Bar and Sales Work Area

Figure 13 Appointment / Task

Figure 14 - Interaction Log

Figure 15 - Activity Scheduling

Organizational Data Determination

Notes and Attachments

Client-Based Groupware Integration

Figure 17 - Navigation Bar

Figure 18 - Creating a Lead

Figure 19 - Segment Builder

Organizational Data Determination

Rule-Based Lead Distribution

Notes and Attachments

Questionnaire for Lead Qualification

Workflow from the Lead to the Opportunity

Standard permissions for these roles

Defining item category determination for copying

Creation of an additional questionnaire with up to five questions and

Figure 20 - Navigation Bar and Initial Marketing Page

Figure 21 - Marketing Plan

Figure 22 - Marketing Plan Element

Figure 23 - Find: Marketing Projects

Figure 24 - Creating a Campaign

Business Partner Segmentation

Standard permissions for these roles

Removal of redundant work areas in the business roles of CRM marketing

Figure 25 - Campaign Qualification Process Overview

When a campaign is created, officebased personnel determine which channels of

Figure 27 - Mass Change 1

Figure 28 - Mass Change 2