SAP CRM 7.

0
Overview

SAP CRM Partner Channel Management Channel Marketing Funds

Agenda

1. 2.

SAP CRM Partner Channel Management Channel Marketing Channel Marketing Funds Overview
2.1. 2.2. 2.3. 2.4. Business Drivers Business Process Overview Functional Scope Conclusion

3.

Further Information

Agenda

1. 2.

SAP CRM Partner Channel Management Channel Marketing Channel Marketing Funds Overview
2.1. 2.2. 2.3. 2.4. Business Drivers Business Process Overview Functional Scope Conclusion

3.

Further Information

Partner Channel Management in SAP CRM Capabilities

Manage and empower partners to more effectively sell to, market to, and service end customers, resulting in a more profitable and loyal indirect channel.

Partner management Channel marketing Channel sales Partner order management Channel service Partner and channel analytics Partner portal Channel manager portal

Channel manager

Partner

Customer

Partner Channel Management in SAP CRM Channel Marketing

Partner management Channel marketing Channel sales Partner order management Channel service Partner and channel analytics

Channel marketing Enables companies to better drive demand for products through channel partners
Partner communication to target personalized sales tools and sales and marketing news to partners Catalog management to centrally manage and deploy product and pricing information across channels Campaign management enables collaborative demand generation with partners Lead management to capture, quality, route, and manage sales leads with the best-fit channel and best-fit partner Channel marketing funds to better manage and allocate funds to partners, provide partner self-service for requesting and claiming funds, and ensure legal compliance of funding practices Partner locator empowers end customers to find a store location near them from which to purchase products or get service

Agenda

1. 2.

SAP CRM Partner Channel Management Channel Marketing Channel Marketing Funds Overview
2.1. 2.2. 2.3. 2.4. Business Drivers Business Process Overview Functional Scope Conclusion

3.

Further Information

Business Drivers of Co-Marketing Initiatives

Driving New Growth

Demand Generation

COMarketing
Brand Awareness Partner Loyalty

Complexity of Marketplace

Increased reliance on channel partners

Funding Your Channel Partners Marketing Activities

Extend Your Marketing Reach and Multiply Your Marketing Dollars Channel Marketing Funds
(MDF)

Partner Ad

Partner Event

Partner Web Site

by Leveraging Your Channel Partners

Creating Win-Win Situations

Striking a Balance Brand Owner
INCREASE EFFECTIVENESS OF MARKETING SPEND EXPAND MARKETING REACH ENSURE CONSISTENT BRANDING REDUCE FRAUDULENT CLAIMS

Channel Partner
INCREASE OWN MARKETING BUDGET BENEFIT FROM BRAND OWNERS BRAND IMAGE BENEFIT FROM BRAND OWNER KNOW-HOW QUICK, CONVENIENT REIMBURSEMENT OF MARKETING FUNDS

to Increase Marketing Power:

TWO BRANDS ARE STRONGER THAN ONE TWICE THE MARKETING BUDGET INCREASE MARKET PENETRATION ALIGNED MARKETING EFFORTS

Overcoming the Challenges of Channel Marketing Funds

Achieve Effectiveness, Efficiency and Compliance
Lack of visibility into marketing spend

Increase effectiveness of marketing expenditures

Align MDF with corporate objectives

Partner frustration with slow payments

Inconvenient, cumbersome processes

Improve interaction and transactional efficiency

Inaccurate payments

Fair trade practices

Comply with legal requirements

Financial regulations

Companies Need an Integrated Solution

End-to-end Co-Marketing Process
BRAND OWNER
FINANCE PLANNING MARKETING
Define co-marketing programs & activities Actual Partner Performance Plan budget for co-marketing

PARTNER
EXECUTION

Allocate funding to partners Reserve funds based on planned activities Accrue funds for partner performance

Determine desired marketing activities Approve activities / requested budgets

Request funding for specific activities

Access tools and download collaterals

Execute marketing activity

Approve reimbursement

Submit proof of performance & claim

Update funds with payout amount Pay partner for marketing activity

Trigger partner payment Receive payment

Agenda

1. 2.

SAP CRM Partner Channel Management Channel Marketing Channel Marketing Funds Overview
2.1. 2.2. 2.3. 2.4. Business Drivers Business Process Overview Functional Scope Conclusion

3.

Further Information

Channel Marketing Funds Process

Channel manager sets up Funds Plan with Funds and MDF Program/Special Program with initiative templates

Channel manager manages fund budgets

Channel Manager manages claim approval and settles approved amount

2
Partner manager enrolls to the MDF program

3
Partner manager checks available funds

Partner executes approved initiative and creates claim request for reimbursement

Channel manager manages initiative request approval

Partner manager creates initiative request (based on initiative template)

Channel Marketing Funds (MDF)

Market Development Funds as part of Channel Marketing is a SAP CRM based set of applications which enables brand owners to increase the effectiveness of their channel marketing expenditures, by efficiently allocating the market development budgets to the channel partners and their marketing activities. Market Development Funds is integrated into:
SAP CRM Marketing SAP CRM Partner Channel Management SAP CRM Funds Management SAP CRM Claims Management SAP CRM Billing SAP Business Intelligence SAP ERP (FI/CO)

SAP 2007 / Page 14

Channel Marketing Funds Fund Management

Funds Management is a SAP CRM based set of applications that enables the brand owner to setup and manage funds, to facilitate efficient planning and tracking of marketing budgets Funds Management is integrated into:
SAP CRM MDF: MDF Program, MDF Reservation, MDF Claim SAP CRM Claims Management SAP CRM Partner Channel Management SAP ERP Financials (CO-PA, FI) SAP BI SAP BI BPS via APIs SAP CRM Trade Promotion Management

SAP 2007 / Page 15

Channel Marketing Funds Claim Management

Claims Management is a SAP CRM based set of applications that enables the brand owner to capture and process claims and payments related to various marketing activities by partners and retailers Claims Management is integrated into:
SAP CRM MDF: MDF Initiatives SAP CRM Billing Engine SAP ERP Financials (CO-PA, FI) SAP BI SAP CRM Trade Promotion Management

SAP 2007 / Page 16

Market Development Funds (MDF) Business Scenario Modeling - Overview

Settlement and payout Managing MDF Projects Managing MDF Funds

1 9
Managing MDF Claims

Managing Channel Partner Hierarchies

3 8

Managing Financial Accruals in MDF Managing MDF Budget Expiration Managing MDF Budgets

Managing MDF Projects

Market Development Funds (MDF) Business Scenario Modeling 1

Managing MDF Projects
supports the organizational aspects of setting up and managing the life cycle of MDF Projects (Program and Special Program) and Initiative Templates in the context of the CRM Marketing Plan Hierarchy.

Managing MDF Funds

supports managing the administration, distribution, and consumption of funds for MDF and the respective budgets available to channel partners for funding co-marketing efforts.

Managing Channel Partner Hierarchies

allows channel partners managing family members of a channel partner corporate family to map their organizational structures in relationship to the brand owner. Channel Partner Hierarchies in MDF are mainly used to manage funds along the hierarchy structure.

Managing MDF Projects with Channel Partners

runs the collaborative business process to enable channel partners managing MDF Projects, incl. enrollment) and to create MDF initiatives to request funding for specific co-marketing efforts.

SAP 2007 / Page 18

Market Development Funds (MDF) Business Scenario Modeling 2

Managing MDF Budgets
manages budget for funds used in MDF with budget postings to fill or remove budget in funds and transfer budget between funds reflected in the fund checkbook. Channel partner can manage budget transfers to move budget between their funds.

Managing MDF Budget Expiration

controls the expiration of budget based on expiration periods in funds management, incl. to extend a budget availability or to renew a budget that has already expired.

Managing Accruals in MDF

manages financial liabilities for market development funds with integration to SAP ERP accounting and controlling.

Managing MDF Claims

executes the collaborative process how channel partner request reimbursements for an MDF Claim, and how brand owner validates and approves it to reimburse channel partners.

Settlement in CRM
settles payments claimed via approved MDF Claim against funds, including partial settlement and postings to SAP ERP accounting.

SAP 2007 / Page 19

Agenda

1. 2.

SAP CRM Partner Channel Management Channel Marketing Channel Marketing Funds Overview
2.1. 2.2. 2.3. 2.4. Business Drivers Business Process Overview Functional Scope Conclusion

3.

Further Information

Channel Marketing Funds Key Features

VP of Channel Marketing

Key Features

I need to drive channel marketing funding strategy in the enterprise and channel Help me to consolidate channel budgets and optimize use along corporate channel marketing strategy Give my team and channel partners a solution thats intuitive, easy to use, that meets our needs Be in control of managing channel marketing funds inquiries according to legal compliance

Increase and harmonize brand awareness

Flexible modeling of channel marketing strategy Powerful SAP CRM-based funds management

Prove channel marketing effectiveness

Integrated SAP CRM-based claims management Common SAP CRM infrastructure End-to-end process collaboration with partners

Leverage Your Partners

Channel Marketing Funds Market Development Funds (MDF)

Intuitive CRM WebClient user interface
Improved intuitiveness and facilitating functionality Clearly structured screens and navigation Quick creation, maintenance and review of information Process support utilizing Guided Maintenance approach Appealing web application style visual design Rapid time-to-use due to lean end-user documentation and e-tutorials

Improved flexibility with

Personalization by end-user Custom field configuration Custom screen layouts

Streamline system landscape for channel marketing funds with SAP CRM
Comprehensive channel marketing funds objects in SAP CRM Comprehensive funds management capabilities in SAP CRM Comprehensive claims management capabilities in SAP CRM Comprehensive payment capabilities in SAP CRM Financial processing in SAP ERP Reporting functionality in SAP BI Planning functionality in SAP BI-BPS/SEM

SAP 2007 / Page 22

Channel Marketing Funds Key Feature Details -1

Flexible CRM Channel Marketing modeling
Flexible marketing strategy implementation options with MDF Program, MDF Special Program and MDF Initiative modeling capabilities embedded in CRM Marketing Plan hierarchy. Causals can be used to control customer-facing attributes of partners marketing activities and are integrated with the reimbursement rate functions as part of claim validation. Managing the enrollment of eligible and participating partner in MDF Program and MDF Special Program. This controls the availability of funding partner activities (provided via MDF Initiative Templates) and access to funds budget. Approval process capabilities (approve/reject/return) Access to enterprise and channel marketing activities in Marketing Calendar

Powerful SAP CRM-based funds management

Flexible funds modeling according to later use for claims management, e.g. funds type, funds determination Initial (kick-start) and recurring (performance-based) budget posting management (updates, transfers) Rolling-period and fixed budget expiration management Embedded financial liability management with SAP ERP accounting and controlling integration Comprehensive fund checkbook reflecting process lifecycle phases (e.g. reserved, claimed, settled, expired, availabe2spend, etc.) to support budget auditing and traceability Collaborative funds management approval process capabilities (approve/reject)

Channel Marketing Funds Key Feature Details -2

Integrated SAP CRM-based claims management
Process-driven claims management from MDF Initiative (planning) to settlement (payout) supplemented by direct payment capabilities Attribute-based funds determination capabilities Budget reservation capabilities to ensure budget availability for later claiming Flexible budget availability control functionality to control budget flow, incl. partial settlement capabilities Integrated claim validation management with planned (MDF Initiative) and requested (MDF Claim with proof-of-performance) staging Integration with ERP accounting and controlling on actual costs posting and financial liability resolving Collaborative claims management approval process (approve/reject/return)

End2end process collaboration with partner

Partner specific application sets to support channel marketing funds from end2end Partner self-services on enrollment and MDF Initiative request based on provided MDF Initiative templates. Partner self-services on budget transfer and expiration (budget extension/renewal requests) Partner self-services on claims request management Partner self-services on partner hierarchy structure with embedded funds management

Channel Marketing Funds Key Feature Details -3

Common SAP CRM infrastructure
Role-based CRM WebClient applications for brand owner and channel partner users Common UI for internal and external users Comprehensive end-user UI personalization capabilities Rich UI configuration capabilities Powerful data authorization access management with SAP basis authorizations and CRM Access Control Engine Clearly defined interfaces to external systems

Channel Marketing Funds Example MDF Program

An MDF Program consists of the following assignment blocks:
MDF Program Details Partners Funds Plans Initiative Templates Product Categories Attachments Parties Involved Reimbursement Rate Conditions Change History Administration Messages Notes

Channel Marketing Funds Example Fund in MDF

A fund in MDF consists of the following assignment blocks:
Fund Details Checkbook Budget Expiration Schedule Budget Postings Fund Usages Notes Parties Involved Organizational Data Attachments Change History

Channel Marketing Funds Example Claim in MDF

A MDF Claim consists of the following assignment blocks:
Claim Details Resolution Claim Processing Documents Settlements Payment Info Parties Involved Notes Attachments Change History Organizational Data Transaction History Dates

Agenda

1. 2.

SAP CRM Partner Channel Management Channel Marketing Channel Marketing Funds Overview
2.1. 2.2. 2.3. 2.4. Business Drivers Business Process Overview Functional Scope Conclusion

3.

Further Information

Key Benefits of Channel Marketing Funds

Drive Top-line Growth and Bottom-line Savings

ti rke M a $$

ng

al ent e r em Inc evenu R

Ope ra Cos ting ts

Ove r

p ay Fra ment , ud

Top-line Multiplying Effect

Increased marketing spend Incremental revenue due to increased demand and customer penetration

Bottom-line Savings
Streamlined, automated operations reduce costs Decreased overpayments and fraud

Key Take Aways

Extend Your Marketing Reach
Increase your marketing budget by incenting your partners to engage in co-marketing Promote brand awareness and consistency by aligning marketing activities Achieve efficient execution and improve partner satisfaction through automation Ensure legal compliance through auditable end-to-end processes

and make it easier for partners to do business with you!

Further information I

SAP CRM - Roll-Out Map https://portal.wdf.sap.corp/go/crm-rollout-map SAP CRM - Ramp-Up Knowledge Transfer (RKT) http://service.sap.com/rkt-crm SAP CRM Demo Portal http://crmportal.wdf.sap.corp:1080 SAP CRM WiKi https://wiki.wdf.sap.corp/display/SAPCRMHub/Home SAP CRM - Help Portal http://help.sap.com/crm SAP Public Web http://www.sap.com/crm

SAP 2007 / Page 32

Further information II

SAP Strategic Marketing Asset Repository and Toolset (SMART) http://smartdirectory.sap.corp:3080/assets/index.epx Other relevant detailed view presentations SAP CRM Partner Channel Management Channel Marketing Funds Marketing View SAP CRM Partner Channel Management Channel Marketing Funds Value Flow SAP CRM Partner Channel Management Partner Management SAP CRM Partner Channel Management Channel Marketing SAP CRM Partner Channel Management Roles SAP CRM Sales Activity Management

SAP 2007 / Page 33

Appendix

Channel Marketing Funds MDF Overview Diagram

SAP CRM
PCM Master Data Management Corporate/ Channel Partner Partner Hierarchy Purchase Locations Funds Plan
Marketing/MDF Partner Mgmt. Claims Mgmt. Funds Mgmt. Generic

Enrollment

MDF Program Initiative Template

Attachment Attachment Attachment Attachment

MDF Special Program Budget Postings Budget Expiration Fund Checkbook Initiative Initiative Element

Reservation Claim Settlement Attachment

SAP ERP
Financial Accruals Payout Financial Accounting

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