Crm Rds Proflo Mkt en De

©SAP AG 2010 / I NTERNAL / SCENARIO ID:

General Information: Cross Industry

CRM Rapid-Deployment Solution for Marketing

Global

Date Last Updated: December , 2010

PROCESS-FLOW

SCRIPT

SAP CRM RAPID-DEPLOYMENT SOLUTION FOR MARKETING

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TABLE OF CONTENTS

Table of Contents

1. Script Overview .................................................................................................................... 4

1.1. SAP CRM rapid-deployment solution Overview ....................................................................................... 4

1.2. SCOPE: SAP CRM rapid-deployment solution for Marketing ................................................................... 4

1.3. Important - Presenters Must Read ............................................................................................................ 5

1.4. Process Flow Description .......................................................................................................................... 5

1.5. Intended audience ..................................................................................................................................... 5

1.6. Protagonists .............................................................................................................................................. 5

1.7. Business Pain Points................................................................................................................................. 6

1.8. Key Messages and Value Proposition ...................................................................................................... 6

1.9. Storyflow Summary ................................................................................................................................... 6

2. Technical Requirements ...................................................................................................... 8

2.1. Prerequisites ............................................................................................................................................. 8

2.1.1. Installation of Java Run time environment (JRE) ......................................................................... 8

2.2. Release for Used Components ................................................................................................................. 8

2.2.1. Languages Supported .................................................................................................................. 8

3. Process Script ...................................................................................................................... 9

3.1. Story Flow ................................................................................................................................................. 9

3.1.1. Step 1: Real Time Campaign Insight ........................................................................................... 9

3.1.2. Step 2: Easy Campaign Planning & Execution ............................................................................ 9

3.1.3. Step 3: Campaign Tracking .......................................................................................................... 9

3.2. Step-By Step Guide................................................................................................................................... 9

3.2.1. Demo Overview: SAP CRM rapid-deployment solution for ........................................................ 9

3.2.2. Step 1 – Real-time Insight with CRM Interactive Reporting (Campaign Manager) .................. 10

3.2.3. Step 2 – Easy Campaign Planning & Execution (Campaign Manager) ........................... 13

3.2.4. Step 3 – Campaign Tracking ..................................................................................................... 27

3.2.5. Closing Statement ...................................................................................................................... 29

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4. Appendix ............................................................................................................................. 30

4.1. Document Updates Notes ....................................................................................................................... 30

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1. SCRIPT OVERVIEW

1.1. SAP CRM RAPID-DEPLOYMENT SOLUTION OVERVIEW

The SAP CRM rapid-deployment solution brings together software and services in a new offering that provides

essential CRM functionality quickly and affordably, reduces risk, and puts customers on a predictable path to attain

their CRM vision.

It delivers preconfigured software to support essential sales, service, and marketing processes, together with

corresponding implementation services. If the CRM needs of customers are basic, SAP CRM rapid-deployment

solution can provide a permanent solution to customer care requirements. If CRM needs are more extensive, the

software can lay the foundation for an incremental evolution toward the comprehensive SAP CRM application suite.

Based on the company‟s requirements you can select one area (e.g. Marketing) for the implementation project or a

combination of them (e.g. Sales and Marketing). Also within an area (e.g. Marketing) you are, of course, free to choose

what to implement and what not to implement on a process level (e.g. Lean Campaign Management, but not Lead

Management).

While the scope of the SAP CRM rapid-deployment solution is limited to some core processes of Sales, Service, and

Marketing you are ultimately not limited to this process scope, but can add additional CRM processes from the vast

solution portfolio of SAP CRM at a later stage, i.e. in a separate implementation project. SAP CRM rapid-deployment

solution is based on standard SAP CRM 7.0 and provides you with the advantage of a quick „jump start‟ deployment

with a defined scope and minimized risk, while still leaving you the option to leverage the full capabilities of SAP‟s CRM

product suite.

1.2. SCOPE: SAP CRM RAPID-DEPLOYMENT SOLUTION FOR

MARKETING

Customers can choose from the Marketing following scope:

a. Account and Contact Management (is mandatory – part of foundation implementation)

b. Activity Management, including integration to Groupware (MS Outlook / Lotus Notes)

c. Lean Campaign Management

d. Lead Management

e. CRM Interactive Reporting

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1.3. IMPORTANT - PRESENTERS MUST READ

The SAP CRM rapid-deployment solution delivers preconfigured CRM capabilities out-of-the-box, provided as 3

offerings; sales, service, and marketing. These fixed scope options can be implemented individually or in combination

to meet your business requirements.

The ready-to-consume combination of software, configuration content, fixed-price services, and go-to-market content

allows for a quick and affordable implementation, reduced risk and a predictable path towards your CRM vision.

1.4. PROCESS FLOW DESCRIPTION

This Process flow highlights marketing processes delivered with the SAP CRM rapid-deployment solution for marketing

which provides a single, unified marketing platform to manage all marketing activities. In this scenario, using SAP

CRM Interactive Reporting, the campaign manager identifies a product launch campaign that is not effective in

converting leads to opportunities. A successful campaign is identified and copied directly from the Marketing Calendar,

to generate additional qualified leads for sales. The SAP CRM Segment Builder ensures that the right customers &

prospects are targeted. A campaign template is used to quickly create a 3rd

Party telemarketing campaign that will cost

effectively generate and automatically distribute qualified leads. Finally, she reviews an Interactive Report to see that

the campaign has generated effective leads.

This scenario shows how SAP CRM rapid-deployment solution for marketing enables marketing to identify the right

customers & prospects, effectively plan and execute campaigns, easily manage 3rd

Party campaigns, and automatically

distribute leads to the right sales rep. SAP CRM Interactive Reporting provides real-time insight to track campaigns and

respond immediately to changing market and deal conditions.

1.5. INTENDED AUDIENCE

Please select for which audience this script is intended by selecting the appropriate boxes below.

Manager

IT Manager

VP or Director

SAP Employee

Partner

C-Level Executives

Other

LOB Marketing (Marketing Director, Marketing VP, VP Sales & Marketing, Customer Service Mgr)

Customer / division that knows they need a CRM system

Customer is trying to decide which vendor to select and is unsure if SAP is the right choice

1.6. PROTAGONISTS

Taylor Brady, Campaign Manager

As campaign manager, Taylor is responsible to support sales with campaigns that generate qualified

leads, coordinate and align marketing calendar, quickly and effectively create, plan and execute

campaigns and respond to changing market conditions and ineffective campaign.

KPIs: Campaign Effectiveness, Lead Status & Lead Conversion rate

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1.7. BUSINESS PAIN POINTS

Limited or delayed insight into effectiveness of different campaigns / tactics/channels inhibits agility to take action in

response to market changes as well as support of the Sales Team.

Developing and executing campaigns is difficult and slow resulting in costly and untimely campaigns.

Unfocused target markets result in ineffective campaign results and greater cost per response or lead.

External Telemarketing campaign coordination and reconciliation is labor intensive resulting in increased

administrative costs and poor quality.

Lead assignment is manual and discretionary resulting in delayed and incorrect assignment to the right sales

representative.

1.8. KEY MESSAGES AND VALUE PROPOSITION

SAP CRM rapid-deployment solution for marketing provides a single, unified marketing platform with delivered SAP

Best Practices for Marketing.

SAP CRM Interactive Reporting provides actionable insight into effectiveness

of marketing plans, campaigns and tactics improving response to changing

market conditions and helping marketing better support the Sales Team.

Makes campaign development and execution easy with reduced costs

Accurately identifies customer segments and creates target lists making

campaigns more effective with better Lead Conversion rates.

Provides efficient and effective coordination of external telemarketing

campaigns with 3rd

Party partners lowering campaign cost,

Automated, rules-based lead distribution and assignment improves sales

responsiveness and increases Lead Conversion by assigning the right sales

representative.

1.9. STORYFLOW SUMMARY

Overview of the steps and the pathway:

Step 1 – Real-time Insight with CRM Interactive Reporting

Review HOME (Personalized Work Center)

Review Campaign Effectiveness Analysis

Step 2 – Easy Campaign Planning and Campaign Execution

Review Marketing Calendar

Copy successful sales boost campaign to create Jumpstart campaign

Align campaign dates with other events (drag & drop)

Drill to campaign details

Review Hierarchy

Review Mail Form & Survey

Create Target Group (Segment Builder)

Start Campaign

OPTIONAL create campaign from template

Upload List from agency

Step 3 – Campaign Tracking

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Review Lead Status Analysis – Successful Jumpstart campaign has successfully generated qualified

leads for sales

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2. TECHNICAL REQUIREMENTS

2.1. PREREQUISITES

2.1.1. Installation of Java Run time environment (JRE)

Technical Prerequisites: In order to run the Marketing Calendar and the Segment Builder you need to have a

Java Plug-In (JRE), Version 1.4.2_06 or higher installed on your local machine. If you run the scenario in a Citrix

environment the correct Plug-In should already be installed. This Java Plug-In can be downloaded from the Sun

homepage (www.sun.com)

2.2. RELEASE FOR USED COMPONENTS

Software Component Release Support Pack

SAP CRM RDS 7.0(Cannot be demoed

with EHP1 release) SP05 or higher

2.2.1. Languages Supported

Please select the standard languages in which this demo is available (i.e. translated into).

English Portuguese

German Japanese

French Simplified Chinese

Spanish Korean

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3. PROCESS SCRIPT

3.1. STORY FLOW

3.1.1. Step 1: Real Time Campaign Insight

STEP 1: Real Time Campaign Insight (Campaign Manager Taylor Brady) Review Personalized Home Page

Optionally, open YouTube video o Sees Lunch Appointment with Sales Manager John Taylor

Prepares for Lunch appointment by reviewing Campaign Effectiveness Analysis o Notices that the “Green” Product Launch Campaign is not resulting in Opportunities as planned. o She decides to see if she can take action to generate more qualified Leads to get Launch back on

track. She reviews Campaign Effectiveness of some “Price Promotions” and sees that recent “Sales Boost” campaign

was very effective in converting Leads to Opportunities. So she decides she will take action by copying this campaign and to boost the “Green” Product Launch.

Optionally, you can continue on seamlessly to Step 2 and review the Marketing Calendar

3.1.2. Step 2: Easy Campaign Planning & Execution

STEP 2: Easy Campaign Planning & Execution (Campaign Manager) She goes to the Marketing Calendar and copies the Sales Boost campaign and creates a New Jumpstart

“Green” campaign She reviews other marketing events and drags and drops the Jumpstart campaign to new date. From the Marketing Calendar she jumps to the campaign details to make some adjustments

o Reviews the Jumpstart campaign details o In Campaign Hierarchy, he reviews the Hi Value campaign

Reviews the Mail form to be used for this campaign. Reviews the Survey that will be sent with email. Optionally, opens the Top Customers Profile Set Creates a new Target Group of A customers that purchase Notebook Pro Series

Start the Jumpstart campaign o OPTIONAL: Create a 3

rd Party telemarketing campaign from Template

o Optionally, opens the Attached external list of leads qualified returned by the 3rd

party telemarketer

3.1.3. Step 3: Campaign Tracking

Step 3: Campaign Tracking (Campaign Manager) Time has passed and she returns to her personalized Home page to review the Lead Status of campaigns.

o First she reviews Product Launch campaigns (Before) o Next she reviews Price Promotion campaigns (After) and sees that the Jumpstart campaign has

successful resulted in Leads converted to Wins by the sales team.

3.2. STEP-BY STEP GUIDE

3.2.1. Demo Overview: SAP CRM rapid-deployment solution for

Step 1.0 – SAP CRM RDS Marketing Overview

What to say

Overview: The SAP CRM rapid-deployment solution provides the pre-configured best practices with

SAP CRM rapid-deployment solution for Marketing, for Sales, and/or for Service that you need, quickly and at a

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predictable cost delivered by SAP Consulting.

SAP CRM rapid-deployment solution for marketing provides a seamlessly integrated solution that allows marketers

to better align with sale teams, accurately target audiences and to make campaign development and execution

easy. This scenario highlights, with 3 business process steps, how marketing can support sales with less costly,

more effective campaigns, targeted at the right customers, to generate qualified leads assigned automatically to the

right sales representative while using real-time insight to take action to changing market conditions.

Step 1 Process: Real-time Insight with Interactive Reporting

Campaign Manager, Taylor Brady access her personalized home page, reviews the current campaign effectiveness

report and identifies a current product launch campaign that is not resulting in conversion of Leads to Opportunities

at an acceptable rate. She identifies a previously successful price promotion campaign that will provide a template

to quickly and easily boost sales.

Step 2 Process: Easy Campaign Planning and Execution

Campaign Manager, Taylor Brady immediately takes action to correct the ineffective product launch campaign by

copying a previously successful price promotion campaign and aligning it to other marketing events within the

Interactive Marketing Calendar. Using the Graphical Modeler she will identify the right target group campaign to

effectively generate qualified Leads and will create an additional cost effective 3rd

Party Telemarketing campaign to

assure more effective conversion of leads to opportunities resulting in a boost in sales.

Step 3 Process: Campaign Tracking

Campaign Manager, Taylor Brady will now start the Multi-channel campaign and the Leads generated by the 3rd

Party Telemarketing campaign are uploaded and assigned to Sales Representative Melanie Richards for

processing.

Finally, after some time, Taylor will again leverage CRM Interactive reporting to review the Status of Leads report

to see how the campaign is now doing. Taylor can see that the campaign has been effective in generating hot

Leads and jumpstart sales of the CleanTech Notebook.

Closing Statement: In this demonstration, you have seen the delivered pre-configured SAP CRM Rapid

Deployment

3.2.2. Step 1 – Real-time Insight with CRM Interactive Reporting (Campaign Manager)

Step 1.1 – Real-time Insight with CRM Interactive Reporting

What to say

Campaign Manager, Taylor Brady reviews her personalized HOME page. The Marketing HOME page is

an easily configuration page where marketers personalize the relevant information they need in a single page.

Taylor sees in „Today‟s Appointments‟ that she will be meeting with Sales Manager, John Taylor. He will want to

discuss the CleanTech „Green‟ Launch campaign.

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She reviews the Campaign Effectiveness interactive report and notices that the Product Launch campaign for

„Green Launch generated responses and leads, but the Opportunities generated are unusually low, which will

impact planned sales volume and revenue.

What To Do & What you should see

Review Personalized Home Work Center

Review My Appointments Today: highlight Lunch with John Taylor. She knows that he will want to discuss the CleanTech Product Launch results. Taylor will prepare for the discussion by reviewing the Campaign Effectiveness Analysis.

Optionally, you can drill to the appointment details

Click „Lunch with John Taylor‟

Click to Open Campaign Effectiveness Analysis:

Click anywhere on the report to open in separate window.

She notices that Product launch campaign „CleanTech Green Launch‟ has generated Responses (green bar) and Leads (yellow bar), but the Opportunities (red bar) generated are unusually low, which will impact planned sales volume and revenue. She wants to prepare to take action to get the Product Launch back on track.

NOTE: This report simulates the standard CRM Interactive Report (OLTP) “Campaign Effectiveness Analysis” in order to highlight the demo story. As desired, you can show the delivered “Campaign Effectiveness Analysis” :

Via Navigation: Reports Campaign Effectiveness

Or, via the „Favorite Reports‟ widget on the HOME page.

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Step 1.2 Review Campaign Effectiveness Analysis

What to say

Now Taylor wants to review the campaign effectiveness report to see if there has been a successful

campaign that can be referenced to quickly and easily create a campaign to Jumpstart CleanTech Notebook sales.

Marketers can gain key insights into campaign performance with this report.

She reviews campaigns including how many targets were contacted, how many responded, and the number of

generated leads and converted opportunities. She can change this view according to her preferences or export the

data to Microsoft Excel once she has insight into campaign performance. She thinks Price Promotion campaigns may

be a good place to start.

You review the Price Promotions Campaign Effectiveness Analysis and see that the campaign for “sales boost

notebook pro” has a very high response rate and lead conversion rate. As it is related to the same product category,

this is a perfect campaign to quickly copy and execute to Jumpstart CleanTech Notebook sales

CRM Interactive Reporting offers a simplified customer information reporting framework in which an SAP

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NetWeaver BI system is not needed. Reporting is carried out in the CRM database directly.

The implementation of SAP CRM rapid-deployment solution provides ready-to-use reports for Sales and

Marketing scenarios. The selection of reports which are accessible for a user depends on the Business

Role the user is assigned to. Customers can also create additional, custom reports in these areas.

Available standard reports: Marketing Roles

Lead status analysis; Lead origin analysis; Marketing contact list; Marketing contact summary; Campaign

effectiveness.


Click „My Views‟ and select Price Promotions.

The Sales Boost campaign has been very successful in generating a high percentage of leads and converting them to opportunities! It also looks very relevant to help the CleanTech „Green‟ Launch campaign.

Click on button “ “to Close Window.

3.2.3. Step 2 – Easy Campaign Planning & Execution (Campaign Manager)

Step 2.1 Open and Review Marketing Calendar

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What to say

Taylor now wants to take quick action and easily create a campaign that will generate higher qualified

Leads for the product launch. From her HOME page she wants to review campaign activities using the marketing

calendar, The collaborative Marketing Calendar is an interactive, graphical tool that allows marketers to plan and

schedule marketing activities. It provides a bird‟s eye view of all relevant marketing activities that‟s personalized for

the marketers and also can easily be shared with sales:

Central view of all activities

Personalize calendar views

Take direct marketing actions

Share across the enterprise (i.e. with Sales)


Navigate to Marketing Calendar

o Drop down and select „Saved Search‟ RDS 2010 Marketing Calendar (or your personalized calendar search) and Click GO to open.

Step 2.2 Copy successful campaign from Marketing Calendar

What to say

Now, that Taylor has identified a successful campaign to copy, she wants to review campaign activities

using the marketing calendar, which gives her a bird‟s-eye view of all relevant marketing activities, to coordinate the

timing of the new campaign with other events to avoid conflicts and assure maximum focus. Her marketing calendar is

personalized with color coding which easily represents the various different campaign types. This can also be setup

based on campaign status, owner, products, etc….

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Optionally, review the calendar and discuss how the graphical display enables you to quickly identify date conflicts and/or synergies with existing campaigns. You can interactively adjust the campaign start/end date or duration with drag and drop.

o Describe that the hierarchy allows marketers to understand where a particular campaign is in context to other campaign activities and provides a way to easily navigate to different elements without leaving the screen. For example, in the calendar view below:

Marketing Plan

Growth & Retention Programs

o Sales Boost

o Product Launch

Right-click and Copy the “Sales Boost” campaign (e.g. C/0090-RDS) to “create with reference” the new Jumpstart campaign.

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Right-click new campaign bar and select Properties to enter your campaign information

In the Properties pop-up, enter

Campaign ID (c/0095-xxx-nnn) where xxx is your initials and nnn is any numbers

Description – as desired with your xxx initials included for easy search.

Click OK to close.

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Taylor decides to interactively move the bar to coordinate the start date with other events

Click and Drag bar to the right & release to Drop where desired

Right-click „Details‟ to open the campaign details for further planning.

At pop-up message, select OK to SAVE your new campaign

Step 2.3 Campaign Details

What to say

Taylor reviews the details of the new Jumpstart campaign to identify any adjustments she should make

in order to optimize the effectiveness and generate highly qualified leads that will support sales to meet their

product launch targets.

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The Campaign details page is where you can see all the details and building blocks for the campaign in one view.

The building blocks can be arranged as per the best practice of the company to facilitate campaign creation. Now you will make a few adjustments to fine tune the campaign for optimal success.

o Associate new campaign to the “parent” Product Launch hierarchy o Verify Mail Form and Assessment Questionnaire (Survey) o Develop optimal Target Group o Execute the campaign

Review key campaign details, such as the Parent campaign, the campaign type, objective and tactic, the schedule,

and priority.


Review Campaign Details of the newly created Jumpstart campaign c/0095-xxx-nnn.

Click Edit

Optionally, review and discuss the Campaign Hierarchy

In General Data Parent field, Change or Add the product launch campaign, c/0095 (CleanTech

„Green‟ Launch campaign)

SAVE

Select the Parent hyperlink c/0095 to open and review the CleanTech „Green‟ Launch Product

Launch

In Hierarchy, Click the new Parent association you created above.

Review key campaign details: campaign type, objective and tactic, the dates, priority, etc.

Select the Jumpstart campaign to return to the details.

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Step 2.4 Create Target Group

What to say

Taylor continues to optimize the new Jumpstart campaign to maximize the generation of qualified leads.

She reviews the Top Customer target group. To assure effectiveness, she develops a specific target audience of

the High Value and Top Purchasing Customers that have purchased the Notebook Professional series and assigns

it to the Jumpstart campaign using SAP„s Graphical Modeler (formerly known as Segment Builder). To be most effective, the campaign needs to be laser focused on the right target audience.

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.

In campaign management, these attributes can be used to carry out specific marketing activities. During

the segmentation process, you model marketing profiles by combining criteria such as marketing

attributes (ABC classification) and business partner master data (such as industry or postal code).

Marketing attributes can be assigned to organizations as well as individuals.

The Graphical Modeler allows you to define target audiences, based on desired attributes, in a graphical,

interactive tool.

Graphical Modeler enables:

Accurate Targeting

Drag and drop user interface

Gain segment insights

Generate optimized target audiences


You have returned to the Jumpstart campaign details and

In the „Segments‟ section, select the link „RDS HV & Top Purchasing Customers‟ to go to the Profile Set

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At the “Profile Set” Click Graphical Modeler.

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Review the target audience of profitable, high value customers that historically purchase Notebook Professional

Series

Click (PROFILE) RDS HV Customers & Top Purchases and review the assigned attributes for the 12 target

prospects.

From Attribute List, Select RDS High Value Customers and review the attributes.

Optionally, Click RDS Customer Profitability = A Customers

Drag to white space and drop

Click RDS Buy

From Attribute List select RDS Top Purchases to display the Attributes

Click Notebooks

Drag over A customer icon

The Keep Remove green wheel displays over the Customer A icon.

Drop in the KEEP section

Do Not SAVE

Click BACK to return to Campaign Details

Step 2.4 Create Email Campaign from Template and Email Form & Survey (optional)

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What to say

Taylor further develops the new Jumpstart campaign using a campaign template to add an email campaign.

She reviews the existing email form and the associated qualifying survey and for relevance to the new campaign.

The email form allows marketers to personalize the email content based on customer profile, preferences, and transactional

information, making the marketing message more relevant for each customer.

You can setup multi language email contents and have the system automatically send the right email to the customer’s

preferred language.

This email will automatically be sent to the associated target group customers and prospects promoting the CleanTech

Notebook. It includes a link to an online survey to further qualify the leads and automatically assign to sales for follow up

activities.

Each mail will be dynamically personalized with names and content that is tailored for each customer.

Note: CRM RDS Marketing package delivers a simple mail form as example for customer.

The Marketing email forms shown in this demo are not delivered in current package, but customer can create as needed.


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Optionally, Create an email campaign from template and Review the mail form and survey..

From left navigation “Create” section, select Campaign Template.

Enter Campaign ID, and Description and in “Create from Reference” select RDS-EMAIL-TEMP from dropdown search.

Click “Create”.

Optionally, associate the email campaign to your Jumpstart Campaign.

In General Data Parent field, add your Jumpstart campaign,

Click SAVE

Optionally, Review the email form and associated Survey.

In Channel section, Click e-mail form LAUNCH_GREEN_TECH

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CLICK the ‘here’ hyperlink in the mail form to review the Lead Qualification Survey

Review the survey

Click Back to return to the Hi Value Customer campaign and review the Target Audience.

The CRM email campaign gives you the opportunity to ask and capture customer’s preferences within the survey and use the

information to get a deeper understanding of each customer and there interest in this promotion.

The survey is setup to automatically generate leads and to use the survey answers to pre-qualify the leads. The rule-based

lead distribution engine can automatically distribute the leads to appropriate sales agents/partners to follow up. The survey

score and results will be attached to the Lead and visible to the sale team to help them better prepare to win the deal.

Step 2.6 – Campaign Execution

What to say

Taylor has developed a focused campaign that she is confident will generate qualified Leads that will

provide the sales team with the boost needed to jumpstart sales.

She will now execute the campaign to start generating leads.


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The Jumpstart campaign has been planned and developed to my preferences and am confident it will generate

qualified leads needed by sales.

On the Jumpstart Campaign details:

Select EDIT and add New Status = RELEASED

SAVE

Click Start

See that the Status updates to Released and a message confirms the campaign has been executed.

At pop-up, Select Start = Immediately an click START

Step 2.7 – Lead Management

What to say

The campaign has been executed and Leads have been generated from Key Customers target group

using the lead template RDS Key Customers. Leads can be qualified, for example, as Hot, Warm or Cold, either

manually or automatically based on resulting scores of the associated questionnaire. The qualified leads can be

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manually assigned to an employee responsible or, with rule-based distribution, automatically assigned to the best

sales representative.

Lead Management 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, which accelerates the process

between making initial contact and closing the final sale.

Leads help to automate the initial presales process and support the sales department so that it can focus on the

most valuable sales prospects and opportunities.

Improves the response rate for customer inquiries and understanding of customer requirements

Creates quality, high-value leads and increases turnover

Rationalizes the recording, distribution, and qualification of leads across a number of channels by

systematically and effectively monitoring their progress. End-to-end monitoring processes enable your

sales organization to improve its win/loss ratio by reducing sales times and costs.


The Jumpstart campaign has generated leads which have been qualified and now need to be assigned to sales

rep (employee responsible). Taylor will use the RDS Lead Distribution Rules to distribute the Lead to the right

Sales Rep for processing. Note: this could be an automated process via a background job.

From Saved Searches, Select “RDS Leads from Campaign”

Add your Campaign ID to search criteria as desired to further narrow returns

Review the returned Leads from your campaign and select anyone of them.

Review the returned Leads from your campaign and select anyone to open the details for further review.

Review the details of the lead:

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o Campaign that generated the lead o Qualification (Hot or Warm) and Group VIP are used for Lead distribution (assignment) rules. o In lower sections, the Parties involved – note employee responsible will change when Lead is

distributed by rules. o Assessment – this is used to “score” and determine the Qualification Rating of the Lead. You can drill

in and see the responses.

Select DISTRIBUTE to assign the Lead to Sales Rep using Lead Distribution Rule

Select Method = Rule-Based Distribution – Select Rule = PSP Lead Distribution

Select the UPDATE button and the rules will determine the Employee Responsible assignment (e.g. Melanie Richardson)

Select to return to the Lead details Note that in the “Parties Involved” section, the employee responsible has changed to the assigned sales rep.

End of Step 2 Process

3.2.4. Step 3 – Campaign Tracking

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Step 3.0 – SAP CRM RDS Marketing Step 3 Process

What to say

Step 3 Process: Campaign Tracking

Campaign Manager, Taylor Brady has started the campaign and the Leads are assigned to Sales Representative

Melanie Richards for processing.

Finally, after some time, Taylor will again leverage CRM Interactive reporting to review the Status of Leads report

to see how the campaign is now doing. Taylor can see that the campaign has been effective in Generating Hot

Leads that have been converted to sales of the CleanTech Notebook.

Step 3.1 – Review Lead Status Analysis

What to say

Now Taylor wants to review the overall performance of the Jumpstart program to see how it is tracking.

She reviews the Lead Status Analysis (AFTER) and sees that the Jumpstart Campaign c/0095-001 has been successful in

generating Leads that have been converted to opportunities and to sales revenue.

NOTE: This report simulates the standard CRM Interactive Report (OLTP) “Lead Status Analysis” in order to highlight the demo story. As desired, you can show the delivered “Lead Status Analysis” :

Via Navigation: Reports Lead Status

Or, via the „Favorite Reports‟ widget on the HOME page.


On Personalized Home page, Click to open “Lead Status Analysis” in separate window.

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Select “After” from „My Views‟

You see that the Jumpstart campaign c/0095-001 is out-performing the other campaigns, even the c/0095 Product

Launch.

Click X to close window

Click Log Off to End Step and End Demo

3.2.5. Closing Statement

This demonstration has highlighted how SAP CRM rapid-deployment solution for marketing empowers your marketing professionals with straight-forward tools to drive superior marketing results. You can create and manage marketing campaigns, more effectively coordinate activities with sales organizations, generate and manage high-quality leads, and track leads through conversion.

You can implement this solution individually or with other packages such as SAP CRM rapid-deployment solution for sales, SAP CRM rapid-deployment solution for service, etc. according to your business need. The ready-to-consume combination of software, configuration content, fixed-price services, and go-to-market content allows for a quick and affordable implementation, reduced risk and a predictable path towards your CRM vision.

What to say

This demonstration has highlighted how SAP CRM rapid-deployment solution for marketing empowers your marketing professionals with straight-forward tools to drive superior marketing results. You can create and manage marketing campaigns, more effectively coordinate activities with sales organizations, generate and manage high-quality leads, and track leads through conversion.

You can implement this solution individually or with other packages such as SAP CRM rapid-deployment solution

for sales, SAP CRM rapid-deployment solution for service, etc. according to your business need. The ready-

to-consume combination of software, configuration content, fixed-price services, and go-to-market content allows

for a quick and affordable implementation, reduced risk and a predictable path towards your CRM vision.

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©SAP AG 2010 / I NTERNAL / SCENARIO ID:

4. APPENDIX

4.1. DOCUMENT UPDATES NOTES

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No part of this publication may be reproduced or transmitted in any form or for any purpose without the express

permission of SAP AG. The information contained herein may be changed without prior notice. Some software

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System z9, z10, z9, iSeries, pSeries, xSeries, zSeries, eServer, z/VM, z/OS, i5/OS, S/390, OS/390, OS/400, AS/400,

S/390 Parallel Enterprise Server, PowerVM, Power Architecture, POWER6+, POWER6, POWER5+, POWER5,

POWER, OpenPower, PowerPC, BatchPipes, BladeCenter, System Storage, GPFS, HACMP, RETAIN, DB2 Connect,

RACF, Redbooks, OS/2, Parallel Sysplex, MVS/ESA, AIX, Intelligent Miner, WebSphere, Netfinity, Tivoli and Informix

are trademarks or registered trademarks of IBM Corporation. Linux is the registered trademark of Linus Torvalds in the

U.S. and other countries.

Adobe, the Adobe logo, Acrobat, PostScript, and Reader are either trademarks or registered trademarks of Adobe

Systems Incorporated in the United States and/or other countries.

Oracle is a registered trademark of Oracle Corporation.

UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group.

Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are trademarks or registered

trademarks of Citrix Systems, Inc.

HTML, XML, XHTML and W3C are trademarks or registered trademarks of W3C®, World Wide Web Consortium,

Massachusetts Institute of Technology.

Java is a registered trademark of Sun Microsystems, Inc.

JavaScript is a registered trademark of Sun Microsystems, Inc., used under license for technology invented and

implemented by Netscape.

SAP, R/3, xApps, xApp, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP Business ByDesign, and other SAP

products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of

SAP AG in Germany and in several other countries all over the world. All other product and service names mentioned

are the trademarks of their respective companies. Data contained in this document serves informational purposes only.

National product specifications may vary.

These materials are subject to change without notice. These materials are provided by SAP AG and its affiliated

companies ("SAP Group") for informational purposes only, without representation or warranty of any kind, and SAP

Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group

products and services are those that are set forth in the express warranty statements accompanying such products and

services, if any. Nothing herein should be construed as constituting an additional warranty.

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