MARCH 5–8, LAS VEGASmarketing.enapsys.com/MKT/CRM_2013_Brochure.pdfFor more information and to register, visit call SAPinsider at + 1-781-751-87001 A collaboration of MARCH 5–8,

For more information and to register, visit www.crm2013.com or call SAPinsider at +1-781-751-8700

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A collaboration of

www.CRM2013.com

March 5–8, Las Vegas

Strategy * Sales * Marketing * Service * e-Commerce * Mobility * Technical Infrastructure

Join the conversation on Twitter: #CRM2013


2Join us

It’s a revolution! Armed with smartphones and tablets, today’s customers are digitally connected, always on, socially networked, and more empowered than ever. Rapidly advancing technology is changing the game and customers are changing the rules; they are in control! In the age of the digital customer the balance of power has shifted, and organizations across industries need to figure out how to respond in order to stay relevant to their customers and leverage the latest technologies to keep up with customers and competitors.

SAP is at the edge of the latest technology advancements for CRM with breakthrough innovations that can help companies get ahead of their competition while leveraging their existing investments in SAP. With the new SAP CRM powered by SAP HANA we provide unique capabilities for organizations to gain a true 360º view of the customer, turn this insight into action, and en-gage with customers 1:1 – in context and in real-time. The new SAP CRM helps companies to create a superior customer experi-ence while driving operational excellence by supporting your mobile workforce, fostering collaboration, executing transactions faster and achieving better response times.

I take this opportunity to invite you to join us at CRM 2013, March 5-8 in Las Vegas to network, engage, and learn about the “new” SAP CRM. Join the SAP team of experts, independent consultants, and customers, to learn from best practices and case studies about SAP’s innovations in CRM across sales, marketing, and service. We’ll also be listening to you, drawing upon your input to align our product roadmap with your business needs.

I look forward to seeing you at this important event in Las Vegas in March.

Sincerely,

Dr. Volker G. Hildebrand Global Vice PresidentCRM Solutions

SchedulePre-conference

Workshops Conference, March 5 – 8

Monday, March 4

7:30 am Registration opens

9:00 am Morning Pre-conference workshops

12:00 pm Lunch

2:00 pm Afternoon Pre-conference workshops

5:00 pm Registration closes

Tuesday, March 5


8:30 am General session

9:30 am Exhibit hall opens

9:45 am Extended break

10:15 am Breakout sessions


11:45 am Breakout sessions and keynote address

12:45 pm Lunch

2:15 pm Exhibit hall closes

2:15 pm Breakout sessions

3:15 pm Extended break


4:30 pm Exhibit hall re-opens

4:45 pm Opening night reception

5:00 pm Ask-the-Experts


Wednesday, March 6







12:30 pm Lunch





4:15 pm Exhibit hall re-opens

4:30 pm Cocktail reception

4:45 pm Ask-the-Experts


Thursday, March 7








12:30 pm Lunch





Friday, March 8



9:30 am Break


10:45 am Break


12:00 pm Conference concludes


3Overview

Pre-conference Workshops, Monday, March 4

Conference, March 5 – 8 • 8 comprehensive tracks

Be effeCtive

Track 1: Strategy Page 7

Be pRoduCtive

Track 2: Sales Page 10

Be CReative

Track 3: Marketing Page 13

Be Responsive

Track 4: Customer service Page 16

Be ConneCted

Track 5: Web and e-Commerce Page 19

Be aCCessiBle

Track 6: Mobility Page 20

Be integRated

Track 7: Technical infrastructure Page 22

Be pRoaCtive

Track 8: Implementations, upgrades, and SAP enhancement package projects Page 25

Special three-hour, pre-conference sessions hosted on this day offer you the opportunity to explore new trends and strategies, fortify your understanding of critical SAP® technologies and solutions, and enhance your learning experience at the main conference. Take advantage of comprehensive workshops to build skills and increase your CRM IQ. Obtain best practices and hear the latest product updates. Attend introductory sessions if you’re new to the CRM functionality within SAP. Advanced sign-up is required.

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More than 75 educational sessions and forumsExpand your skills and knowledge by learning from the top experts at SAP, independent consul-tants, and your industry counterparts.

Pre-conference WorkshopsTake advantage of comprehensive sessions to build skills and increase your CRM IQ. Obtain best practices and hear the latest product updates. Attend introductory sessions if you are new to the CRM functionality in SAP.

Ask-the-ExpertsSit down one-on-one with the leading experts to ask questions and get detailed, authoritative answers.

Live solution demonstrationsSee demonstrations and hear directly from SAP and leading vendors about innovative new solu-tions and their impact on SAP applications you want to extend, develop, or introduce to your employees and customers.

Solutions showcase theatersStop by the exhibit hall throughout the event to see solution demonstrations, participate in interactive discussions with speakers, and attend microforums.

Customer-led case studiesTake away best practices and methodologies taught by the companies that practice them. Learn from highly experienced SAP customers to solidify your own strategies and tactics.

Exhibit hall receptionsInteract with the best and the brightest minds working with SAP software. Build a lasting net-work of peers and meet with leading product and service vendors.

SAPexperts LIVEThis popular forum offers attendees the opportunity to meet leading authors from the SAPexperts CRM hub and discuss topics from recent articles. Follow the framework of the article as the author guides you through the most important parts. You’re not just a reader — you’re a participant.

Educational and networking opportunities

Keynote AddressHow best run businesses are engaging with customers like never before Dr. Volker G. Hildebrand, Global Vice President, CRM Solutions, SAP

We have entered a new era: The age of the digital customer. More empowered than ever, today’s customers live their lives “in the moment”, updating their relationship status, interacting with their friends, colleagues and business partners, and sharing their likes, dislikes, and opinions, in real-time, through the power of mobile devices and social media channels. This keynote examines the trends of this new era, the implications these trends have on business, and how innovative and breakthrough technologies can help companies stay in the game and engage with this rapidly evolving and quickly growing breed of digitally connected customers. This keynote also shares the strategic direction for SAP CRM, showcasing the “art of possible”.


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Pre-conference WorkshopsMorning session • 9:00 am – 12:00 pm

An up-to-date look at the latest sales, service, and marketing capabilities available in SAP CRM 7.0

Page 5

Lunch • 12:00 pm – 2:00 pm

Afternoon sessions • 2:00 pm – 5:00 pm

The 2013 guide to SAP CRM Interaction Center: Functionality, updates, and future roadmap

Page 6

Demystify your SAP CRM technical architecture: An innovative introduction to installation, administration, and monitoring activities

Page 6

Join us for Pre-conference Workshops — Monday, March 4

Pre-conference Workshops

Special deep-dive sessions that enable you to: � Fortify your understanding of critical SAP technologies and solutions

� Explore new trends and strategies

� Enhance your learning experience at the main conference

By registering for Pre-conference Workshops, you can: � Attend any sessions of interest to you

� Benefit from expert-led instruction, demos, guidelines, and dedicated question-and-answer time

� Gain online access to the session slides and take-homes

� Participate in a networking lunch with other attendees

Morning session • 9:00 am – 12:00 pm

Pre-conference Workshops continue on next page

An up-to-date look at the latest sales, service, and marketing capabilities available in SAP CRM 7.0Scott Druckenmiller and Prashant Dube, SAP Labs

In this detailed three-hour session, SAP experts walk you through the full offering of SAP CRM functionality, including the newest improvements delivered in SAP CRM 7.0 enhancement pack 2. If you are new to SAP CRM, this session provides familiarity with the technology that makes it easier to derive maximum value from the main conference sessions.

y Explore tools and techniques to increase customer loyalty, reduce costs, and increase revenues by effectively:

- Integrating processes across functions- Collaborating and sharing information internally- Interacting with customers via alternative marketing channels

y Understand how marketers can gain the essential business insights needed to make intelligent decisions and to better manage marketing resources to do more with less:

- Marketing resource management- Loyalty management- Multi-channel marketing- Real-time offer management

y Learn how to transform your direct and indirect sales force into a collaborative team of knowledgeable and trusted advisors with:

- CRM sales - SAP Price and Margin Management - SAP Incentive and Commission Management- Sales enablement and content management- Social intelligence and collaboration

y Gain insight into the SAP CRM roadmap, including plans to continually improve the customer experience with new capabilities that incorporate:

- SAP HANA®- Mobility- Analytics

- Cloud- Social media


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The 2013 guide to SAP CRM Interaction Center: Functionality, updates, and future roadmapJohn Burton, SAP Labs

This special three-hour session explores the capabilities and requirements for leveraging the latest updates to the SAP CRM Interaction Center portfolio and provides guidelines for new implementations as well as ideas to improve existing landscapes.

y Gain a thorough overview of interaction center functionality that supports:

- Multi-channel sales, service, and marketing

- Customer-enabled business processes

- Automation

- Customer service

- Call center management

y Discover what complementary contact center infrastructure functionality is available from SAP Business Communications Management and other SAP-certified partners

y Find out how to extend your call center CTI capabilities to the rest of your customer service and sales organization

y Learn how to leverage the depth and breadth of the call center capabilities within your own contact center environment to optimize your customer support, marketing, and sales order management processes

- See how to leverage knowledge management and rule-based automation capabilities for optimal customer service

- Get tips for navigating marketing and sales capabilities, including scripts, surveys, leads, and order management

y Understand the technical and business requirements for getting started with this new solution, whether you are implementing from scratch, or upgrading from a previous release

Demystify your SAP CRM technical architecture: An innovative introduction to installation, administration, and monitoring activitiesRajesh Manghat, EDT Systems

During this detailed three-hour session, attendees will take a look at the big picture of SAP CRM and learn what’s required to install, configure, and optimize an SAP CRM infrastructure, integrate it with other SAP and third-party systems, and optimize it for maximum performance.

y Step through key processes and steps for configuring a sound SAP CRM infrastructure and explore:

- Key configuration parameters and settings that help ensure optimal performance across your SAP CRM landscape

- How to set up linkages, create site IDs, and configure adapter objects

- Customer-specific fields and tables, and see configuration options and detailed examples for mapping fields and building custom extractors and loaders

y Gain a solid understanding of SAP CRM middleware, including:

- An overview of the SAP CRM middleware process flow for downloading, uploading, validating, and importing data

- Requirements for leveraging middleware to transfer transactions and master data between SAP CRM and other SAP applications, including SAP ERP and SAP NetWeaver® BW

- Troubleshooting techniques to pinpoint and resolve data replication errors in SAP CRM middleware

- Strategies to enhance middleware to support custom data replication processes and third-party integration, including Microsoft Outlook

y Get a detailed understanding about how the SAP CRM Web user interface (UI) works, including:

- Its flexibility for personalization, extensions, and enhancements

- Key integration points and insight into how to provide complete visibility of data in your SAP CRM Web UI from other SAP and non-SAP applications

Afternoon sessions • 2:00 pm – 5:00 pm

Pre-conference Workshops


Track 1

The 2013 guide and roadmap to SAP CRM solutions: On-premise, on-demand, and on-mobile Volker Hildebrand, SAPLearn how SAP has accelerated the pace of innovation dramatically and expanded its SAP CRM offerings to help organizations bet-ter engage with their customers and provide a superior customer experience. This pre-sentation provides you with an overview of the latest innovations and enhancements in the SAP CRM solution portfolio across sales, marketing, and service — whether you are deploying on-premise, on-demand, or on-mobile devices. Examine new SAP CRM applications powered by SAP HANA — SAP Customer Value Intelligence, SAP Account Intelligence, and SAP Account Discovery and Targeting. Explore new solutions to facilitate a more social and collaborative enterprise — both internally and externally — and tools to track, monitor, and respond to cus-tomer activities across social media channels. Get an update on new mobile and part-ner applications that complement core SAP CRM functionality. Understand how to lever-age new SAP CRM OnDemand applications to enable a more flexible and agile business model.

Live demoSocial CRM solutionsThomas Ruhl, SAP AGThis session offers live demos of SAP’s social SAP CRM solutions. Learn how you can mon-itor social networks such as Facebook and Twitter to understand what is being said about your products or brand. See how to engage with your customers and learn how to leverage the data and information gained from social media in a business context for areas such as service and marketing.

Disruptive innovation and the new world of customer experience: What to do now to prepareMichael Hinshaw, MCorp ConsultingWhen it comes to customer experience, change is accelerating. Eight years ago, there was no Facebook to link friends and spread word-of-mouth like wildfire. Just a few years ago, iPhones didn’t exist, nor did the 500,000 apps they have spawned. Your customers are eagerly embracing the changes that disrup-tive innovation creates, and your business strategy needs to take this into account. This session examines how these four disruptive forces — social influence, digital sensors, per-vasive memory, and the Web — have the potential to threaten your business and rad-ically change your customer’s experience. Walk through specific steps you can take now to better leverage disruptive innovation and dramatically improve your customers’ expe-rience. Determine whether and how your customers and employees could benefit from accessing cutting-edge communication channels and devices, from social media to mobility. Come away with innovative ideas to ensure your company stays afloat in the new world of customer experience.

Live demoGet more out of SAP CRM by leveraging it in conjunction with SAP BusinessObjects DashboardsBeni Basel, SAPSee a demonstration of how to integrate SAP BusinessObjects™ Dashboards (formerly known as Xcelsius®) with SAP CRM to provide enhanced interactive reporting and analyti-cal data to end users. Find out how you can expand and create dashboards based on SAP CRM data and see how this enables effective data-driven decision making in your sales, service, and marketing organizations. Under-stand what’s required to publish dashboards to your end users within SAP CRM accord-ing to their roles and how this helps increase dashboard adoption.

Extending key CRM processes through Facebook: Capabilities, integration points, and process decisions Vishal Mani, Knack SystemsThis session delves into strategies and tools to help companies effectively utilize social media platforms like Facebook to reach a broader network of customers and extend marketing, sales, and customer service activ-ities. Through live demos, learn how to integrate SAP CRM with Facebook to create a social media-enabled CRM platform that improves the effectiveness of key processes by supporting leads, opportunities, campaign management, interaction center services, and sales management. Go beyond the concep-tual stage and view live demos to understand how information flows between Facebook and SAP CRM. See what it takes to enable SAP CRM integration with the Facebook inter-face, including an overview of the technical architecture of the shared platforms and the integration set-up. Explore the APIs that inte-grate customer information from Facebook with SAP CRM. Understand common secu-rity and browsing challenges associated with Facebook integration and take a look at miti-gation strategies for avoiding them.

Be effeCtive

Track 1: Strategy

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Track 1 continued on next page


Are you as smart as your customers? How to thrive as an intelligent company Michael Hinshaw, MCorp ConsultingBased on the best-selling book Smart Cus-tomers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them by Michael Hinshaw and Bruce Kasa-noff, this session provides an eye-opening view into why today’s customers are “smarter” than ever. With ubiquitous access to real-time information and near universal access to dig-ital devices — Web, smartphones, mobile apps, and more — customer experience is dramatically changing, and companies need to change along with it. In a world where channels collide, traditional lifecycles col-lapse, and smart, empowered customers call the shots, customer expectations are forever altered. Find out what happens when cus-tomers, eager to embrace digital innovation, interact with companies whose digital and customer experience strategies do not take this into account. Find out how your business can take steps now to seize this opportunity.

A step-by-step action plan for building and proving a business case for SAP CRMStanley Nakahara, CSCThis session provides you with guidelines for successfully building the business case for SAP CRM within your organization. Take a detailed look at various techniques for demonstrating the value and business bene-fits of SAP CRM, including aligning business value drivers with delivery of key capabilities, cost versus benefit analysis, and defining the impact on working capital. Explore business case blueprints that leading SAP customers have used for first-time implementations, as well as upgrades and activation of new func-tionality. Find out why it’s key to identify the services SAP CRM will provide depending on the customer value it delivers and how well it ties sales forecasts to demand management. Learn the importance of developing an SAP CRM strategy that defines a path forward for developing enhanced processes and capabil-ities. Walk away with practical, original, and easy-to-adopt ideas to create and maintain a business case for SAP CRM within your own company. Take home a sample work plan and value proposition model.

Panel discussionLeading customers share their strategies for maximizing SAP CRM return on investment (ROI) Moderator: Jim Goldfinger, SAP Panelists: Jay Desai, W.W. Grainger; Jamie Gora-jski, CareFusion; Greg Rhoads, Bentley SystemsDon’t miss this unique opportunity to get your most critical questions answered by some of the world’s foremost SAP CRM customers.

y How can I go beyond short-term effi-ciency gains to maximize CRM effectiveness?

y What baseline measurements can be used to determine long-term ROI?

y How can the analytic capabilities in SAP CRM be used to measure ROI?

y What’s the best way to leverage disrup-tive technologies like mobility and in-memory technology to gain a com-petitive advantage?

Walk away with dozens of practical, original, and easy-to-implement ideas to get a higher return on your CRM investment.

Enabling more informed sales, marketing, and service decisions with geographic information systems (GIS)Narottam Pant, Knack SystemsGeographic information systems (GIS) and location intelligence are not new terms, but they are relatively new to the CRM priorities list. This session examines the technology and business potential for GIS and illustrates how it can be leveraged to unlock new insights in sales, marketing, and service functions. Explore demos that show how the integration of SAP CRM and GIS enables map-based visu-alizations and uncovers spatial relationships, dependencies, and trends that are otherwise difficult to discover. Walk through real-world use cases and learn how other organizations have successfully integrated location intel-ligence with their CRM processes for more informed decision making. For example, hear how a utility company exploited this unique integration to identify installed meter density and power consumption in various locations, leading to more accurate power management. Walk away from the session with an under-standing of GIS and how it can be applied to your SAP CRM processes for smarter, fact-based decision making.

Innovative ways to thrive as a social enterprise with SAP Customer OnDemandKarl Rupilius, Deloitte This session illustrates how the new SAP Customer OnDemand technology can be used to enable a social and collabora-tive enterprise. Take a look at how other SAP customers are using the concept of social business to drive real business value, impacted by key drivers such as revenue growth, operating margin, and asset effi-ciency. Understand the KPIs that are directly impacted by shifting to a social enter-prise, including sales volume, new customer growth, brand strength, and customer reten-tion. Learn how leading practices and tools can be used to impact those KPIs. Step through a sample social plan that can be uti-lized to craft a roadmap for your company’s social enterprise plan, enabled by SAP Cus-tomer OnDemand technology. Walk away with a clear understanding of what the new collaborative and social enterprise is and how SAP Customer OnDemand technology sup-ports it.

Oops, I did it again: Why we make mistakes and what motivates us to do betterBill Ziska, DeloitteIn recent years, research has identified why we make mistakes and what motivates us to do better. This interactive session exam-ines those findings and provides guidance for applying them to your sales, marketing, and service teams to improve performance and drive better results. Explore why we make mistakes, how to identify when mistakes are likely to happen, and what needs to change to reduce the likelihood of repeating them in the future. Get strategies to apply lessons learned from past mistakes to future initia-tives and see how this approach can be used to help motivate your workforce. Explore the-ories indicating that bonuses may have just the opposite effect in motivating people to perform better. Gain insight into stud-ies that suggest our minds may sometimes work to defeat us. Walk away from this ses-sion with the ability to define a new path for your sales, marketing, and service processes — not based on best practices that may have worked for someone else — but on the true science of how we make decisions, why we make mistakes, and what motivates us to do better.

Be effeCtive 8


Track 1: Strategy


Lessons for engaging customers via social media and other non-traditional interaction channelsThomas Ruhl, SAP AGThrough demos, best practices, and cus-tomer examples, this session sheds light on how social networks and concepts are trans-forming the way companies interact with customers and prospects. Take a look at the latest solution offerings that allow you to leverage social media, enterprise collabora-tion, mobility, and software as a service (SaaS) to extend marketing, sales, and customer ser-vice activities. Determine whether and how you can benefit from accessing cutting-edge communication channels and tools. Get an introduction to SAP’s newest innovations and learn how you can utilize them to pro-cess and respond to Facebook posts, tweets, blogs, and other online product or brand mentions. Discover how you can enable your team to collaborate on opportunities, RFPs, and other projects, even pulling resources from outside the organization (such as part-ners and customers), with out-of-the-box integration between SAP CRM and the new collaboration solution.

An introduction to recent innovations and improvements made to SAP CRM (on-premise)Dr. Tim Bolte, SAP AGLearn how applying SAP’s strategy of non-dis-ruptive innovations and improvements for on-premise customers is leading to a new SAP CRM experience and a stream of easily consum-able updates for existing SAP CRM installations. Gain insight into how SAP is leveraging break-through technologies like in-memory for enhancing the core SAP CRM experience and is extending this experience with a set of new customer intelligence applications. Learn how these innovations help you to address busi-ness challenges arising from the emergence of social media, the need to handle big data, and its use for making informed, timely decisions. Get an introduction to new capabilities for col-laboration in the context of CRM processes. Explore options for increasing user productivity with a set of productivity-centric mobile appli-cations. Learn how to apply newer and more agile concepts for delivering innovations and improvements, even for customers using earlier SAP CRM releases or enhancement packages. Learn how SAP has been engaging with user communities with the customer connection ini-tiative to address improvement requests.

Best practices for improving revenue and profit with SAP Price and Margin ManagementJack Nehmer, SAPAccording to McKinsey & Company, price is the most powerful profit lever. In fact, a 1% increase in realized price can deliver as much as a 10% increase in resulting operat-ing profit. But today’s competitive markets and sophisticated buyers mean that front-line Sales Reps at B2B companies face more nego-tiation pressure than ever before – negatively impacting net prices and company profits. Explore new opportunities to improve pric-ing and profitability in today’s economy and delve into new approaches for getting results faster and easier. Understand how pricing management software allows companies to quickly achieve higher profitability through price optimization and best practices in pricing strategy, price setting, and price exe-cution. Learn how the SAP Price and Margin Management solution by Vendavo enables B2B companies to define and execute world class pricing strategy through integration with SAP ECC 6.0 and SAP CRM 7.0. See a demonstration of the latest release of SAP Price and Margin Management and the inte-gration with SAP CRM 7.0. Walk away from this session with tips and tools for improving revenue and profit.

Improve the effectiveness of marketing campaigns by harnessing the combined power of social media and SAP CRMJainender Kumar, SAP AmericaSocial media platforms are everywhere, and it often seems that the whole world is con-nected via applications like LinkedIn, Facebook, and Twitter. This session provides insight into SAP CRM marketing campaign planning and execution for customers or partners through social networking plat-forms. Examine how new SAP social media and collaboration tools like SAP Jam can not only help run effective social networking campaigns, but also let people collaborate, share, and develop campaign artifacts and collaterals. View demos that show how to leverage these tools to reach and interact with a broader network of customers and more effectively track the effectiveness of market-ing campaigns. Come away with a thorough understanding of how the integrated SAP CRM platform empowers a stronger, more interactive, and broader reach for marketing campaigns over social media platforms.

Leverage social collaboration in SAP Jam to deliver winning customer experiencesJohn Garrish, SAPThis session will highlight ways that SAP Jam, a social collaboration solution, securely connects people, data, applications, and pro-cesses to help you drive business results. Understand how you can extend your exist-ing application investments, such as SAP CRM and SAP Sales OnDemand, by adding collab-orative capabilities. See how SAP Jam enables you to structure conversations and work to quickly drive action, make decisions, and solve business critical problems. Learn how to add collaboration where you work to shorten sales cycles, enhance your customer service operations, plan marketing strategies, and increase customer or employee engagement. See a demo and witness firsthand how SAP Jam can help you to better engage custom-ers and streamline work for sales, marketing, and customer service.

Be effeCtive 9

Track 1: Strategy


Case study

How Day & Zimmermann increased sales productivity and provided a more user-friendly SAP CRM experienceBernard Greene, Day & ZimmermannThis session takes an in-depth look at how Day & Zimmermann streamlined sales pro-cesses, increased revenue, and provided a more user-friendly SAP CRM experience by exploiting key sales force automation functionality across multiple channels — including Web user interface (UI), Microsoft Office, and mobile devices. Explore strate-gies the company used to improve the user experience, including how it integrated the SAP CRM Web user interface (UI) with Micro-soft Outlook to provide users with a familiar and trusted interface. Find out how the com-pany leverages SAP CRM analytic capabilities to create management dashboards that help visualize sales data according to the customer or business unit. Learn how the company provided sales reps with the ability to carry out sales activities using mobile devices. Gain insight into the mobile devices and applica-tions it leveraged, and how it customized the SAP CRM UI for mobile deployment. Find out how the company properly set user expecta-tions for a mobile SAP CRM experience. Hear how Day & Zimmermann drove user adop-tion post go-live by outlining key benefits by role — executive management, mid-level management, or end user.

Live demo

SAP Customer OnDemand William Hou, SAPThis unique demo-oriented session gives business and technical users an introduction to SAP Customer OnDemand, which includes Sales OnDemand, Social OnDemand, Service OnDemand, and customer insight for iPad. See how SAP Customer OnDemand can be easily personalized and configured to indi-vidual user and enterprise requirements. Discover how SAP Customer OnDemand can be quickly integrated with existing SAP CRM, SAP ERP, SAP BI, SAP partner solutions, and third-party applications. Find out how your company can monitor, support, and promote its brands on Twitter and Facebook using this new enterprise application from SAP.

Turn your skeptical sales users into SAP CRM Sales ambassadors: A proven strategy for increasing ROIChristian Elgaard, Implement Consulting GroupThis session offers proven techniques to help over-come the problem of low user adoption rates that can occur during SAP CRM Sales implementation projects. Receive guidance about winning over your sales reps and driving user adoption in such situations by incorporating a change manage-ment program into your SAP CRM Sales project. Explore the key elements of an effective change management strategy and step through practical examples of adoption-oriented activities, includ-ing involving the sales team in everything from roadmap planning to designing and prototyp-ing the solution. Get lessons on how to prepare your sales force for upcoming process changes and how to communicate key messages about the changes to stakeholders. Step through an example that shows how one global organization managed to transform skeptical sales represen-tatives into committed ambassadors for the SAP CRM Sales solution. Review the company’s suc-cesses and lessons learned and understand how they can be used to help drive user adoption during your next SAP CRM Sales project.

Enhance sales productivity with SAP’s newest solutions for salesDietmar Bohn, SAP AGThis session provides you with an update on the latest offerings in the SAP sales port-folio — from sales and distribution (SD) functionality with SAP ERP and SAP CRM Sales, to on-demand and mobile offerings. Learn how this solution portfolio supports all the steps of a sales cycle across target-ing, qualification, and closing. Take a look at enhanced sales force automation capa-bilities in SAP enhancement package 2 for SAP CRM 7.0 and enhancement package 6 for SAP ERP 6.0 and learn how to leverage them to ensure that sales representatives are always focused on the most valuable custom-ers, deals, and proven activities. See a demo of the sales force automation capabilities in SAP CRM, including sales enablement, analyt-ics, pipeline management, and new mobility solutions. Understand the future roadmap for SAP’s sales solutions, including sales ana-lytics powered by SAP HANA, mobility, and collaboration.

An introduction to hybrid SAP CRM: How to best utilize cloud and on-premise solutions for sales and marketingDietmar Bohn, SAP AGExamine the pros and cons of various SAP CRM deployment options — from on-prem-ise applications and SAP Rapid Deployment solutions to SAP CRM OnDemand applica-tions and hybrid solution landscapes. Get expert recommendations and criteria to help determine which deployment option is best for your business requirements. Understand when it may make the most sense to lever-age a combination of various deployment approaches for a flexible and cost-effective hybrid solution landscape. Hear directly from SAP about its vision and strategy for creating, publishing, and managing CRM content in a hybrid on-premise/cloud infrastructure. Walk through real-world examples that illustrate how leading SAP customers have reduced infrastructure costs and met demands for greater business agility by migrating from a physical, on-premise SAP CRM system to a hybrid infrastructure. Come away with expert recommendations and evaluation criteria for determining the best combi-nation of on-premise, pre-packaged, and cloud-based CRM solutions for your business requirements.

Track 1Be pRoduCtive

Track 2: Sales

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Lessons for modeling territories to streamline and optimize sales force assignmentsHarsh Murarka, intiGrowLearn how to utilize new territory manage-ment functionality to streamline sales force assignments, key account management activ-ities, and decision-making processes. Get activities, innovative ideas to simplify ter-ritory management configuration with the new rule builder, Business Rule Framework plus (BRFplus) in SAP CRM 7.0. Gain insight into the rules and conditions that enable more effective territory modeling. Step beyond standard territory rules and see how to assign custom criteria for specific sales classifications. Understand how to properly assess reporting and security options. Learn how to leverage the Access Control Engine (ACE) to build sales accounts and contacts securely, based on territory management assignments. Find out how to seamlessly migrate territory management data from ear-lier SAP CRM releases to the latest version. Get an overview of the architectural changes within the latest release of territory man-agement, including a list of new technical structures, tables, and APIs.

A step-by-step guide for configuring and customizing SAP CRM mobile sales Sandeep Raina, Fujitsu AmericaThis session examines proven approaches and lessons for a successful SAP CRM mobile sales implementation — from designing and rolling it out to ensuring tight integra-tion with your existing CRM processes. View demos and use cases that illustrate the ways in which SAP CRM mobile sales can be cus-tomized to meet the needs of your mobile sales force and streamline the entire sales process. Understand how to generate sales data, including sales leads and pipeline anal-ysis, in the SAP CRM back end and push it out to your mobile sales force via SAP CRM mobile sales. Learn how distribution model rules can be easily modified in SAP CRM mobile sales to streamline the flow of CRM data to mobile sales applications. Understand when and how to use the “near me” feature to quickly find and call on more customers and see how this reduces inefficient travel and wait time.

Customize sales functions and operations to meet your company’s specific key account management requirementsDr. Ahmed Hezzah, AccentureThis session provides a proven approach for adapting sales functionality in SAP CRM 7.0 to support optimal key account management across a global landscape. Get step-by-step instructions and code samples to customize your current SAP CRM environment to meet requirements not supported by the standard configuration. Learn how to configure and update the key account hierarchy, synchro-nize it with your master data system, and use it to manage authorizations. See how to use the standard opportunity management func-tionality to structure your key account master projects and manage pipelines. Find out how to utilize the reporting capabilities in SAP CRM 7.0 to create a consolidated view of your key accounts for easier management and more efficient sales planning. Get recommen-dations for establishing a solid authorization concept that allows key account managers proper access to their key accounts and sales transactions on a global, regional, or coun-try level.

Case study

How KLA Tencor revamped its field service user experience in less than 4 monthsRenee Jordan, KLA TencorLearn how KLA Tencor, a semiconduc-tor equipment supplier with a field service organization consisting of more than 1,200 employees, significantly reduced the com-plexity of its user interface (UI) to provide sales reps and service technicians in the field with an optimal user experience. Get the business perspective on how the project was planned and executed and what the initial drivers were for the project, from empowering field ser-vice to sell more easily and satisfy customer requirements to reducing the learning curve for new hires. Learn how KLA Tencor provided its field service workforce with a simplified user experience by regrouping fields on field service reports, improving workflow automa-tion, and pre-populating fields. See how the new UI enables the company to send reports and escalations to multiple people with just a few clicks. Hear how KLA Tencor implemented an innovative rating system to measure field sales satisfaction and project impact.

Streamline Order Management with the Latest Enhancements in SAP ERP, SAP CRM, SAP HANA, and SAP Mobile AppsPrashant Dube, SAP CanadaUnderstand how to use order management functionality from SAP to achieve order-to-cash operational excellence, increase revenue and margin, and improve customer satis-faction. Examine SAP’s single order-to-cash platform with its real-time multichannel sup-port and specialized industry capabilities. Learn how to leverage SAP HANA in conjunc-tion with SAP CRM to gain real-time insights into the order-to-cash process. Explore new enhancements to the SAP CRM 7.0 UI that streamlines the entry of SAP ERP sales transactions. Find out how to enable social collaboration and improved sales, market-ing, and service decision making with SAP StreamWork. See how to simplify access to customer, product, and other context-sen-sitive information in sales transactions with side panels in SAP ERP 6.0. Learn how a mobile user can leverage new functionality delivered in SAP Mobile Sales to create and manage sales quotes and sales orders and to check product availability and customer credit on the fly.

Best practices for improving revenue and profit with SAP Price and Margin ManagementJack Nehmer, SaPAccording to McKinsey & Company, price is the most powerful profit lever. In fact, a 1% increase in realized price can deliver as much as a 10% increase in resulting operating profit. Find out why, despite this tremendous potential — and the unique opportunities presented by the current economy — many companies have yet to realize their pric-ing potential with a systematic and strategic approach. Explore new opportunities to improve pricing and profitability and delve into new approaches for getting results faster and easier. Obtain best practices for leverag-ing the SAP Price and Margin Management solution by Vendavo to quickly achieve higher profitability through price optimiza-tion. Step through a demo that shows how the SAP Price and Margin Management appli-cation by Vendavo integrates with SAP CRM 7.0 to drive successful pricing initiatives and improve revenue and profit.

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Case study

How Dow Corning optimized its lead generation and distribution process and boosted the sales pipeline Bill Pritchett, Dow CorningThis session examines how Dow Corning enables the integration between marketing and sales functions in SAP CRM by opti-mizing its lead generation and distribution process. Learn firsthand how Dow Corning makes extensive use of the SAP CRM market-ing functionality to increase the number of qualified and enriched leads it provides its sales force. Learn how the company creates distribution lists using marketing attributes and custom filters, using segment builder. See how the company targets email market-ing campaigns based on specific interests and how it uses segment builder functional-ity to help streamline this process. Learn how Dow Corning embeds a “call to action” in its email messages and uses custom filters to send follow-up campaigns to respondents. Review the CRM Survey Suite the company uses to score and automatically qualify leads. Take home sample customer filter code and a summary of the steps required to build a lead qualification score card.

Overview of the new sales, service, and marketing analytical applications powered by SAP HANABeni Basel, SAPThe recent innovations in “big data” and analytics domains have created a unique opportunity to provide your sales, service, and marketing employees with the real-time decision support they need to take appro-priate actions that lead to better customer experiences. Attend this session to learn how to turn large data volumes into answers and suggestions in real time by utilizing SAP HANA. Explore real-world customer examples and get practical techniques on how to make the best use of SAP HANA in SAP CRM. Get product overviews and see demonstrations of the newly-released SAP CRM applications powered by SAP HANA — SAP Customer Value Intelligence, SAP Account Intelligence, and SAP Account Discovery and Targeting. Learn how to exploit the in-memory capabil-ities of these solutions to integrate financial and customer data and deliver real-time plan-ning, analysis, and business advice.

Maximize your customer interaction potential with lessons for exploiting real-time offer management (RTOM)Pankaj Shandilya, DeloitteLearn how to exploit real-time offer man-agement (RTOM) functionality in SAP CRM to take the next best step in every customer interaction. See how to leverage it to cen-trally manage offer creation tasks and to plan, develop, and execute cross-sell, up-sell, and retention offers across multiple channels. Step through a demo that illustrates how you can use RTOM to enable more relevant and personalized customer interactions and take the most appropriate next steps to enhance customer relationships — regardless of the interaction channel your customers prefer. Get tips for using RTOM to empower front-line staff to make offers tailored to specific customers in real time. Understand how to integrate key analytics capabilities to quickly build real-time product offers for your cus-tomers. Walk away with an understanding of how an integrated RTOM implementation can provide specific, engaging, and relevant promotional product offerings that support your cross- and up-sell opportunities and increase the return on marketing investment.

Step-by-step instruction for efficiently and cost-effectively implementing SAP CRM mobile sales 2.0 and 2.1 Vijay Garg, TPC Save time and money on your SAP CRM mobile sales 2.0 and 2.1 implementation with the expert tips and techniques deliv-ered in this session. Obtain step-by-step guidelines for configuring the application to meet your sales needs. Learn how to manage sales orders, opportunities, leads, activities, account management, and surveys with SAP CRM mobile sales 2.0 and 2.1. See how the solution architecture varies depending on mobile device (for example, iOS , BlackBerry, Android, or Windows). Understand how the technical underpinnings of SAP CRM mobile sales 2.0 and 2.1 — including SAP CRM, SAP NetWeaver Mobile, and the Sybase® Unwired Platform — work together to enable mobile sales. Identify enhancement techniques and areas that can be deployed easily and walk through an example using SAP CRM and the Data Orchestration Engine (DOE) workbench.

Case study

Maximizing global online sales potential at Dow ChemicalArvind Pejavara, Dow ChemicalLearn how Dow Chemical is utilizing SAP CRM e-commerce Web channel to turn the Internet into a profitable global sales channel for its businesses and joint ventures. Exam-ine the company’s strategy for implementing e-commerce Web channel globally using SAP NetWeaver and SAP CRM Internet sales. See how the company customized SAP CRM Internet sales to meet country-specific cus-tomer document requirements, including how it displays invoices, packing lists, certifi-cates of analysis (COA), and bills of lading as PDF documents via the portal to provide cus-tomers with up-to-the-minute order tracking. View a demo that shows how customers in Japan, China, and other regions are able to navigate, place orders, and view all order-re-lated documents in the local language. Learn how the Web shop configuration defines parameters for the customer’s Web expe-rience and enables integration into order management processes.

Best practices for leveraging mobility to drive value and innovation in your sales, marketing, and service processes Steven Tse, DeloitteGet real-world insights that will help you develop an effective IT and business mobil-ity strategy that can be used to help drive innovation in sales, marketing, and customer service. Learn what you need to consider prior to launching a mobility initiative, includ-ing cross-device platform support, application development approach, SAP ERP integration, and resource allocation. Develop a detailed understanding of the effort and skill sets required, such as HTML and JavaScript, to enable your front-line mobile workforce to best position your organization to leverage existing and mobile SAP CRM capabilities. Delve into best practices that can be utilized when creat-ing your mobile CRM strategy, such as when and where to use device-specific native mobile applications to enhance user experience and how to leverage cross-platform mobile Web technologies to simplify mobile application management. Examine the technical attributes of SAP CRM mobile applications, and look at the various aspects of deploying and develop-ing business applications at your organization using Sybase solutions.

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Track 2: Sales


A complete guide to SAP CRM marketing solutions: New functionality available today and planned for the futureMarcus Rübsam, SAP AGGet an overview of SAP’s latest offerings for marketing, from new on-demand and social SAP CRM solutions to enhanced collaboration features. Learn how this solution portfolio supports all steps of the marketing process across planning, execution, and analytics. Take a look at enhanced marketing capabil-ities delivered in enhancement package 2 for SAP CRM 7.0 and learn how to leverage them to improve the productivity of your marketing organization. See a demo of key capabilities like marketing calendar, customer segmentation, campaign management, and digital marketing. Hear how other customers are successfully using SAP’s marketing solu-tions in their organization to ensure that their marketers are always focusing on the best return on investment (ROI), integrating mar-keting channels, and incorporating social media and loyalty concepts. Walk away from this session with an understanding of the roadmap for SAP’s marketing solutions.

Unleash the power of SAP HANA to improve target marketing activitiesPankaj Rana, NRG EnergyLearn how to combine the high-performance capabilities of SAP HANA with SAP CRM for real-time insight into customer demands, behaviors, and preferences. Get an overview of SAP HANA, understand the architecture of in-memory technology and learn to replicate data using SAP Landscape Transformation. Explore real-world examples that illustrate how SAP HANA can be used to empower mar-keting teams to react to change like never before, including how it enables them to ana-lyze data in real time and target a precise audience with the right messaging across all channels. See how it unlocks hidden reve-nue opportunities by providing sales teams with a holistic view of the sales pipeline at any level of granularity in just seconds. See how to leverage the predicative analytics capabili-ties of SAP HANA to identify potential risk and opportunities. Take home process flow dia-grams for SAP HANA and SAP CRM Marketing.

Lessons and prerequisites for leveraging SAP campaign automation to improve the effectiveness of your marketing campaignsMohit Gupta, Knack SystemsLearn how to utilize the campaign automa-tion functionality in SAP CRM to automate multi-step, multichannel, and real-time campaign processes, leading to increased efficiency, effectiveness, and ultimately sales. Take a look at how the tool enables you to respond quickly to customer reactions to your marketing campaign, thereby eliminat-ing manual interventions. See, for example, how a customer response to a survey can lead to an automatic “thank you” mailer, new target group creation, or lead genera-tion. Understand what the prerequisites are for utilizing this tool, including Java JRE 1.4 or higher, and setting the proper setting for automated campaigns, as well as how to set up, configure, and execute automated campaigns. See a demo of the complete cam-paign automation process. Leave this session with an understanding of how to utilize cam-paign automation and leverage the tool to optimize campaigns in your company.

Best practices for instituting or improving a customer loyalty programOliver Schultze, ecenta AG This session provides insights into how to acquire and retain the best customers, encourage profitable customer behav-iors, and build customer loyalty. See how to leverage SAP CRM loyalty management functionality to better plan integrated mul-tichannel campaigns and loyalty programs. Find out what the master data requirements are for utilizing SAP CRM loyalty manage-ment and how customer loyalty data can be used to glean insights that drive interactive marketing campaigns across email, mobile devices, Web sites, and social networks. Learn how SAP CRM loyalty management is inte-grated into other CRM processes, such as sales orders or product returns, so that cus-tomers are able to optimize their loyalty point earnings. Understand how tier-level manage-ment and partnership management loyalty programs work and learn how they are set-up in your SAP system. Find out how to measure the performance of your customer loyalty campaigns.

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Track 3: Marketing

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Track 1Be CReative


An introduction to marketing solutions powered by SAP HANA Marcus Rübsam, SAP AGThis session introduces SAP CRM marketing solutions powered by SAP HANA and pro-vides insight into how they can be used to empower marketing users with real-time cus-tomer data and user-driven analytics. View use cases that illustrate how new market-ing offerings powered by SAP HANA enable financial performance management for mar-keting, real-time marketing automation, and high performance and precision marketing. See how SAP Customer Usage Analytics pow-ered by SAP HANA can be used to support your marketing, sales, and service depart-ments by providing instant access to large volumes of customer data. Come away with insight into the roadmap for market-ing solutions powered by SAP HANA and an understanding of how they can be used to help marketing users transform their business.

Case study

How Dow Corning optimized its lead generation and distribution process and boosted the sales pipeline Bill Pritchett, Dow CorningThis session examines how Dow Corning enables the integration between marketing and sales functions in SAP CRM by opti-mizing its lead generation and distribution process. Learn firsthand how Dow Corning makes extensive use of the SAP CRM market-ing functionality to increase the number of qualified and enriched leads it provides its sales force. Explore metrics the company uses to track the effectiveness of email marketing campaigns, including conversion of a lead to an opportunity. See how the company tar-gets email marketing campaigns based on specific interests and how it uses segment builder functionality to help streamline this process. Learn how Dow Corning embeds a “call to action” in its email messages and uses custom filters to send follow-up campaigns to respondents. Review the CRM Survey Suite the company uses to score and automatically qualify leads. Take home sample customer fil-ter code and a summary of the steps required to build a lead qualification score card.

Reaching the right audience: Lessons to utilize relationship-based segmentation and communication in SAP CRM Ben Richards, DeloitteAttend this session for lessons to create the ideal target group for your next communica-tion or marketing effort. Learn how to utilize relationship types and descriptions to remove undesired contacts from your target group. Explore strategies for relationship-based cam-paign management and get tips to enhance the relationship model for more direct and effective targeting. View and respond to inter-actions with greater efficiency through linking campaign management communications to both the contact’s interaction record and the related organization’s interaction record. Learn how to modify business partner (BP) relation-ship attributes to enable greater integration of organizational and individual segmentation. Get tips to enhance the relationship model to store up-to-date contact information for use in campaign management. Learn how to leverage key marketing attributes in SAP CRM to target and communicate with selected partners.

An independent expert’s guide to making smarter marketing decisions with improved customer analyticsSeng Kee Tan, DeloitteThis session explores techniques and tools for generating detailed analytics that pro-vide your organization with the advanced insights it needs to make smarter marketing decisions. Walk through a step-by-step pro-cess that shows you how to create a customer dashboard that delivers analytics for business owners (including CEOs and CFOs) and mar-keting and sales managers. Understand how to collect and efficiently categorize customer transaction data alongside attributes that influence buying behavior, including demo-graphic and geographic factors. Gain an overview of the functionality available to perform “what-if” and predictive analyses. Get tips for optimizing various customer analytics tools, including SAP BusinessObjects Web Intelligence®, sales analytics, SAP BusinessObjects Mobile, and SAP BusinessObjects Dashboards. Step through detailed demonstrations of customer dashboards that provide actionable informa-tion. Determine whether and how in-memory technology, such as SAP HANA, could fulfill your most complex, data-heavy customer ana-lytics requirements.

Guidelines and requirements for leveraging SAP Trade Promotion Planning and OptimizationDavid Voss, SAP AmericaThis session uses lecture, demos, and cus-tomer examples to provide you with best practices for enabling trade promotion man-agement and promotion optimization in your organization, including enhanced planning and modeling capabilities delivered in SAP Trade Promotion Planning and Optimization. Review data and system requirements for implementing SAP Trade Promotion Planning and Optimization or upgrading your current tool. See how to use the tool to model pro-motion scenarios to maximize promotion effectiveness. Explore options for deploying SAP Trade Promotion Planning and Optimi-zation via the rapid-deployment solution approach and see how it enables promotion spend efficiency. Leave this session with best practices for reducing your implementation effort and maximizing the benefits of SAP Trade Promotion Planning and Optimization.

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Track 1Be CReative

Case study

Achieving better email marketing, lead generation, and lead nurturing at Bentley SystemsKiran Koons and Chris Helm, Bentley SystemsLearn how Bentley Systems improved the effectiveness of its email marketing campaigns by leveraging SAP CRM 7.0 func-tionality to enable 1:1 marketing and to support prospect and lead nurturing. See how the company exploited key market-ing prospects functionality to improve data quality, streamline processes for email seg-mentation and lead qualification, and improve the marketing-to-sales lead hand-off process. Understand how this enabled Bent-ley Systems to successfully retire its external marketing databases for capturing pros-pect information. Learn how the company adapted marketing prospects functionality to enable customer email preferences to be stored in the SAP CRM system, provide com-prehensive support for opt in/opt out, and improve permissions-based marketing. Find out how Bentley Systems integrated SAP CRM with Exact Target, for email marketing, to enable marketers to send targeted and rel-evant messages and gain real-time insight into campaign effectiveness.


Case study

Lessons from Colgate-Palmolive’s implementation of SAP’s new Excel-based trade promotion planning tool Tommathew Thomas and Bartosz Luczynski, Colgate-PalmoliveThis session delves into Colgate-Palmolive’s implementation of the new Excel-based trade promotion planning tool available in SAP CRM, SAP Accelerated Trade Promotion Planning, edition for Microsoft Excel Release 1, to optimize trade promotion processes. Explore the business drivers behind the com-pany’s decision to migrate from SAP Trade Promotion Management to the Excel-based planning tool. Find out how the company structured its implementation project — from required resources to timeline — and determined technical prerequisites, includ-ing the SAP Trade Promotion Management in-memory add-on, SAP NetWeaver BW 7.3, and SAP BusinessObjects Analysis, Microsoft Office edition. Get lessons from Colgate-Pal-molive for configuring SAP Accelerated Trade Promotion Planning, edition for Microsoft Excel, including customization options and tips for leveraging the SAP Excel designer. View a demo of SAP’s Excel-based trade promotion planning tool in action at Col-gate-Palmolive for insight into how it helps plan effective trade promotions, improve the accuracy of planned promotion spend allocations, and uncover new promotion opportunities.

Improve the effectiveness of marketing campaigns by harnessing the combined power of social media and SAP CRMJainender Kumar, SAP AmericaSocial media platforms are everywhere, and it often seems that the whole world is con-nected via applications like LinkedIn, Facebook, and Twitter. This session provides insight into SAP CRM marketing campaign planning and execution for customers or partners through social networking plat-forms. Examine how new SAP social media and collaboration tools like SAP Jam can not only help run effective social networking campaigns, but also let people collaborate, share, and develop campaign artifacts and collaterals. View demos that show how to leverage these tools to reach and interact with a broader network of customers and more effectively track the effectiveness of market-ing campaigns. Come away with a thorough understanding of how the integrated SAP CRM platform empowers a stronger, more interactive, and broader reach for marketing campaigns over social media platforms.

Best practices for leveraging mobility to drive value and innovation in your sales, marketing, and service processes Steven Tse, DeloitteGet real-world insights that will help you develop an effective IT and business mobil-ity strategy that can be used to help drive innovation in sales, marketing, and customer service. Learn what you need to consider prior to launching a mobility initiative, includ-ing cross-device platform support, application development approach, SAP ERP integration, and resource allocation. Develop a detailed understanding of the effort and skill sets required, such as HTML and JavaScript, to enable your front-line mobile workforce to best position your organization to leverage existing and mobile SAP CRM capabilities. Delve into best practices that can be utilized when creat-ing your mobile CRM strategy, such as when and where to use device-specific native mobile applications to enhance user experience and how to leverage cross-platform mobile Web technologies to simplify mobile application management. Examine the technical attributes of SAP CRM mobile applications, and look at the various aspects of deploying and develop-ing business applications at your organization using Sybase solutions.

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Track 3: Marketing


Achieve multi-channel service excellence with new and enhanced capabilities for SAP CRM Service ManagementGert Tackaert, SAPLearn how SAP CRM supports multi-chan-nel and end-to-end service management processes, from capturing initial customer requests to service billing. See how customer service requests can be handled in multiple channels, including E-service and Interaction Center, and how this optimizes the sched-uling and dispatching of field engineers. Find out how to leverage the SAP CRM Ser-vice Manager mobile app (formerly known as Syclo SMART Service Manager) to provide field engineers with the ability to carry out service activity using mobile devices. Explore recent innovations in SAP CRM Service, like SAP Visual Enterprise integration, service request enhancements, and more. Through a live demo, the complete end-to-end ser-vice process in SAP CRM will be explained in depth and best practices will be highlighted. Come away with insight into the solution roadmap for SAP CRM Service Management.

Live demo

End-to-end field service management with SAP CRMGert Tackaert, SAP This demo provides you with a thorough understanding of the functionality available in SAP CRM 7.0 for field service management, including the service manager mobile app and the options for field service scheduling and dispatching. See how customer service requests can be captured using Interaction Center or Web Channel. Find out how service orders can be assigned to field service engi-neers and how these assignments are pushed to the SAP CRM Service Manager mobile app. See how the SAP CRM Service Manager mobile app provides field engineers with access to the information they need to exe-cute and report on their service jobs.

Case study

How Yaskawa America transitioned its call center into a customer satisfaction generator Dennis Fitzgerald and Parvez Gani, Yaskawa America Examine how Yaskawa America evolved its call center from a support function devoid of quantitative data to a big data generator that is used to improve customer satisfac-tion. Step through Yaskawa’s implementation of SAP CRM Interaction Center and see how, as a result, the company has been able to collect data to more accurately define its customers and markets. Learn how the com-pany successfully implemented SAP Business Communications Management to prioritize callers and solicit feedback once an inci-dent is closed to verify customer satisfaction. Examine how Yaskawa America expanded its use of SAP CRM functionality to improve cus-tomer satisfaction through annual surveys used to identify frequent call center custom-ers. Learn how the company is harvesting big data opportunities from call center metrics through proactive sales, marketing, and prod-uct management reporting.

Live demo

SAP Customer OnDemand William Hou, SAPThis unique demo-oriented session gives business and technical users an introduction to SAP Customer OnDemand, which includes Sales OnDemand, Social OnDemand, Service OnDemand, and customer insight for iPad. See how SAP Customer OnDemand can be easily personalized and configured to indi-vidual user and enterprise requirements. Discover how SAP Customer OnDemand can be quickly integrated with existing SAP CRM, SAP ERP, SAP BI, SAP partner solutions, and third-party applications. Find out how your company can monitor, support, and promote its brands on Twitter and Facebook using this new enterprise application from SAP.

SAP Business Communications Management: Advanced integration options that can enhance customer contact in your organization Bruce Acheson, ecenta AmericaThis session examines how to integrate SAP Business Communications Management with your SAP CRM system as well as third-party solutions to create an end-to-end customer service strategy in your contact center. Receive proven adoption strategies for exploiting key functionality that can have the greatest impact on your organization. Understand how to get the most out of SAP Business Communications Management by integrating it with a self-service interactive voice response (IVR) solution and see how this helps reduce spending in contact centers while improving customer-facing interac-tions. Know your options for leveraging SAP Business Communications Management in a non-SAP contact center, including key inte-gration points and data replication efforts. Review criteria to help determine whether and how to migrate from a legacy telephony system to SAP Business Communications Management. Take home an ROI analysis to assess the value that SAP Business Commu-nications Management may bring to your organization.

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Track 4: Customer service

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Proactive customer care: Expert recommendations and tools for improving the performance of your interaction centerChristian Elgaard, Implement Consulting GroupExplore strategies and best practices to improve customer service operations within your interaction or contact centers. Under-stand the importance of aligning business processes and customers expectations with your SAP CRM Customer Interaction Cen-ter operations, and get strategies and tools to help streamline this process. Explore rules-based automation options that can automatically guide agents to the right busi-ness processes and trigger appropriate scripts. Explore the importance of minimizing risks and mistakes in the end to end process-ing of customer requests and get tips for creating a business processes that not only meets customer expectations and adds value to the organization Learn how to efficiently log and report why customers contact your contact center to improve communications and reduce the workload on the customer service center. Find out how to optimize operations and create a better customer experience by utilizing interactive scripts and survey functionality to standardize tasks within your interaction center. Walk away from this session with a new perspective on business process design and a list of tips for using SAP CRM Interaction Center func-tionality to improve the individual customer experience and reduce operational costs.

Case study

Molex’s innovative approach for using SAP Customer Interaction Center to optimize post-sales activitiesKalyani Boddupalli and Debra Engels, Molex This session explores how Molex maximized the effectiveness of global customer service and plant planner activities through its innovative approach to using SAP Customer Interac-tion Center for post-sales activities. Learn how SAP Customer Interaction Center was imple-mented to streamline end-to-end processes for one of the most challenging post-order activi-ties at Molex — order expedites. Take a look at the dynamic service model Molex developed within the SAP Customer Interaction Cen-ter that allows for a product to be designed, manufactured, and sold anywhere around the globe. See how this solution is utilized to col-laborate and communicate between customer service representatives, import planners, and plant planners at global manufacturing plants. Learn how the company utilized global lean Six Sigma concepts to map its existing post-sales processes before it began development in SAP Customer Interaction Center. See how Molex drives and maintains best practices with the use of dashboards, KPIs, and vital statistics to mea-sure and improve customer response time.


Guidelines for selecting the most appropriate SAP CRM Customer Interaction Center functionality to effectively serve your customersJohn Burton, SAP LabsThis session provides tips and criteria for selecting the most appropriate service cen-ter functionality based on your organization’s industry, requirements, and goals. Learn how to avoid common mistakes many companies make when implementing SAP Customer Interaction Center that significantly reduce options for subsequent growth. Get tips for deciding which functionality to utilize once SAP CRM Customer Interaction Center has been deployed. See how to leverage various tools, features, and customization options within the SAP CRM Customer Interaction Center to increase agent productivity and extract greater value from your SAP CRM sys-tem. Examine criteria for choosing between case management and service request man-agement. Find out when it makes sense to utilize a standalone CTI versus an integrated CTI. Know your options for leveraging knowl-edge articles, including when it makes sense to integrate with SAP knowledge manage-ment partner eGain.

Guidelines and best practices for effectively tracking and resolving customer issues with a standardized case management approach Abhishek Nagrath, Deloitte Learn how customer service organizations are using case management to standardize the way they track and resolve customer issues. Get best practices for creating an integrated department- wide case management func-tion, where information is shared, issues are resolved quickly, and customer satisfaction is high. Explore the differences between the usage, structure, and timing of an activity and a case and delve into the different phases of a case: create, assign, manage, execute, and close. Explore use cases that show the ways in which leading organizations benefit from enterprise case management, including how it integrates with your existing SAP CRM sys-tem and enables collaboration across various functions — including finance, marketing, customer service, and human resources.

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Maximize your customer interaction potential with lessons for exploiting real-time offer management (RTOM)Pankaj Shandilya, DeloitteLearn how to exploit real-time offer man-agement (RTOM) functionality in SAP CRM to take the next best step in every customer interaction. See how to leverage it to cen-trally manage offer creation tasks and to plan, develop, and execute cross-sell, up-sell, and retention offers across multiple channels. Step through a demo that illustrates how you can use RTOM to enable more relevant and personalized customer interactions and take the most appropriate next steps to enhance customer relationships — regardless of the interaction channel your customers prefer. Get tips for using RTOM to empower front-line staff to make offers tailored to specific customers in real time. Understand how to integrate key analytics capabilities to quickly build real-time product offers for your cus-tomers. Walk away with an understanding of how an integrated RTOM implementation can provide specific, engaging, and relevant promotional product offerings that support your cross- and up-sell opportunities and increase the return on marketing investment.

Best practices for leveraging mobility to drive value and innovation in your sales, marketing, and service processes Steven Tse, DeloitteGet real-world insights that will help you develop an effective IT and business mobil-ity strategy that can be used to help drive innovation in sales, marketing, and cus-tomer service. Learn what you need to consider prior to launching a mobility initia-tive, including cross-device platform support, application development approach, SAP ERP integration, and resource allocation. Develop a detailed understanding of the effort and skill sets required, such as HTML and JavaScript, to enable your front-line mobile workforce to best position your organization to leverage existing and mobile SAP CRM capabilities. Delve into best practices that can be utilized when creating your mobile CRM strategy, such as when and where to use device-specific native mobile applications to enhance user experience and how to lever-age cross-platform mobile Web technologies to simplify mobile application management. Examine the technical attributes of SAP CRM mobile applications, and look at the various aspects of deploying and developing busi-ness applications at your organization using Sybase solutions.

SAPexperts LIVEProvide better customer support with personalized email and chat responses Bill Pritchett, Dow Corning Corporation Don’t miss this chance to personally meet Bill Pritchett, Senior Business Process Engineer, Dow Corning Corporation, and engage in an in-depth discussion about one of his most widely read articles from the SAPexperts CRM hub — the most trusted online Web resource for 100% validated, independent SAP exper-tise. Learn how to personalize the content for each user when sending outbound email campaigns using SAP CRM marketing, so that contacts get emails that contain their name, title, and other information you want to tailor specifically for each recipient. You’ll receive a copy of the article free of charge and engage with peers who have the same interests and priorities.

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An overview of the latest developments in SAP’s multi-channel e-commerce strategyMatthias Goehler, SAP AGThis session provides the latest updates to SAP’s multi-channel e-commerce strategy, including a review of the solution delivery roadmap. Find out how to deliver a consis-tent multi-channel customer experience and explore the ways in which this increases your company’s competitive advantage. Get examples of how providing customers with a superior Web experience can boost e-com-merce sales and increase customer loyalty. Learn how to enrich your online store with contextualized and relevant content. See how SAP Web Channel Experience Management functionality integrates with interaction cen-ter and social channels for consistently good customer service. Gain insight into what’s required to deliver a superior customer expe-rience using the mobile channel.

Breaking the mold: How to develop, maintain, and upgrade custom SAP CRM e-commerce applicationsBhanu Sistla, DeloitteThis session provides a step-by-step guide for developing custom SAP CRM e-commerce applications to better meet business require-ments. Step through examples that illustrate the ways in which e-commerce processes turn the Internet into a profitable sales and inter-action channel for business customers and consumers. Uncover some of the most com-mon challenges faced when building custom SAP CRM e-commerce applications, and see how to properly leverage the SAP NetWeaver development infrastructure together with the SAP NetWeaver Developer Studio to help streamline the development process. Know your options for back-end integration, includ-ing the role of the Java Connector. Get best practices for maintaining a custom SAP CRM e-commerce application and performing con-flict resolution during an SAP enhancement package upgrade or patch fix, including tips for performing an impact analysis for code changes after go-live. See a demo of how to build a custom B2B application, including how to add new fields, printing functionality, and search criteria parameters.

Live demo

A firsthand look at the usability improvements delivered in SAP CRM 7.0Scott Druckenmiller , SAP Labs CanadaThis demo session provides an opportunity to test-drive the new user-oriented capa-bilities and functionalities available in SAP CRM 7.0. See how the new Web 2.0 tools can be used to increase internal collaboration. Explore how you can personalize your own work area and leverage new capabilities that promote efficiency. See how you can benefit from simple productivity features that enable users to get tasks done quicker.

Case study

How Honeywell ACS optimized its online shop for a superior Web channel experience Andy Diehl and Dan Anderson, Honeywell Automation and Control SolutionsHear firsthand how Honeywell Automa-tion and Control Solutions (ACS) successfully revamped its SAP Web Channel 7.0 busi-ness-to-business (B2B) shop for a superior Web experience that helped increase cus-tomer loyalty and boost e-commerce sales. Get an understanding of the business drivers behind the company’s decision to revamp its Web presence, including customer research results indicating that the Web channel expe-rience was lacking. Learn how the project team gleaned insights from this customer feedback that helped define the project scope, from key deliverables and required resources to the project timeline. Explore var-ious online shop optimization processes the company implemented, including Web page design and layout improvements. See how the company reduced the number of clicks necessary to place an order. View before-and-after demos of the Honeywell ACS Web shop for a firsthand look at the innovative ways Honeywell ACS overhauled its online shop.

Case study

Maximizing global online sales potential at Dow ChemicalArvind Pejavara, Dow ChemicalLearn how Dow Chemical is utilizing SAP CRM e-commerce Web channel to turn the Internet into a profitable global sales channel for its businesses and joint ventures. Exam-ine the company’s strategy for implementing e-commerce Web channel globally using SAP NetWeaver and SAP CRM Internet sales. See how the company customized SAP CRM Internet sales to meet country-specific cus-tomer document requirements, including how it displays invoices, packing lists, certifi-cates of analysis (COA), and bills of lading as PDF documents via the portal to provide cus-tomers with up-to-the-minute order tracking. View a demo that shows how customers in Japan, China, and other regions are able to navigate, place orders, and view all order-re-lated documents in the local language. Learn how the Web shop configuration defines parameters for the customer’s Web expe-rience and enables integration into order management processes.

Live demo

SAP’s Web Channel Experience Management SolutionMatthias Goehler, SAP AGThis demo session examines the latest Web channel management functionality delivered in SAP Web Channel Experience Manage-ment 2.0. Explore the best ways to use SAP’s latest Web channel solution to opti-mize e-commerce and online self-service in a business-to-consumer (B2C) or busi-ness-to-business (B2B) environment. See how the e-service functionality allows your customers to manage products, related war-ranties, and service contracts. Find out how to exploit new user-management function-ality to meet your unique needs without any customization. Explore the innovative ways SAP Web Channel Experience Manage-ment 2.0 integrates with mobile and social media channels to optimize the customer experience.

Track 1Be ConneCted

Track 5: Web and e-Commerce

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Mobilize your sales, marketing, and service workflow in a matter of weeks!Sandeep Raina, Fujitsu AmericaThis session examines how to mobilize busi-ness-critical CRM workflows and provides insight into the latest mobile applications available from SAP to help streamline the process. Understand how these apps can be used to accelerate business decisions, sim-plify approval processes, and keep tasks and projects moving without bottlenecks. Review the successes and lessons learned from cus-tomers who have optimized their CRM processes by enabling mobile workflow for alerts, notifications, approvals, and more. See how to define mobile business objects (MBO) that can be efficiently consumed by native applications. Learn how to leverage the Syb-ase Unwired Platform Hybrid Web Container (HWC) to mobilize your existing sales, mar-keting, and service workflow. View demos that show how various types of CRM applica-tions can be built using the Sybase Unwired Platform HWC, from simple data entry on meter readings and time sheets, to approval workflow for sales campaigns, budgets, quo-tations, and contracts. See examples of real-world mobile CRM workflows and come away with sample code.

Case study

Institut Straumann AG goes mobile: An inside look at how the global company deployed SAP CRM Sales 2.0 on the iPhone and iPad Natacha Gutermuth, Institut Straumann AGGet detailed insight into how Institut Strau-mann AG got SAP CRM Sales 2.0 up and running on the iPhone and iPad for 800 sales representatives around the world. Receive an overview of the company’s scoping pro-cess as well as its implementation roadmap, methodology, and project plan. Find out which out-of-the-box functionality was lever-aged, and where enhancements were made. Obtain recommendations from the company on the amount of customization that may be required to the standard SAP CRM Sales 2.0 functionality to ensure a seamless mobile deployment. Learn how the organization identified critical environmental and land-scape requirements, including design and architecture details associated with deploy-ing SAP CRM Sales 2.0 across a broad mobile user base. Get lessons from the company to help streamline your next SAP CRM mobile project, including tips for leveraging mobile device management.

Track 1Be aCCessiBle

Track 6: Mobility

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Track 1Be aCCessiBle

Best practices for leveraging mobility to drive value and innovation in your sales, marketing, and service processes Steven Tse, DeloitteGet real-world insights that will help you develop an effective IT and business mobil-ity strategy that can be used to help drive innovation in sales, marketing, and customer service. Learn what you need to consider prior to launching a mobility initiative, including cross-device platform support, application development approach, SAP ERP integra-tion, and resource allocation. Develop a detailed understanding of the effort and skill sets required, such as HTML and JavaScript, to enable your front-line mobile workforce to best position your organization to lever-age existing and mobile SAP CRM capabilities. Delve into best practices that can be utilized when creating your mobile CRM strategy, such as when and where to use device-specific native mobile applications to enhance user experience and how to leverage cross-plat-form mobile Web technologies to simplify mobile application management. Examine the technical attributes of SAP CRM mobile applications, and look at the various aspects of deploying and developing business appli-cations at your organization using Sybase solutions.

A step-by-step guide for configuring and customizing SAP CRM mobile sales Sandeep Raina, Fujitsu AmericaThis session examines proven approaches and lessons for a successful SAP CRM mobile sales implementation — from designing and rolling it out to ensuring tight integra-tion with your existing CRM processes. View demos and use cases that illustrate the ways in which SAP CRM mobile sales can be cus-tomized to meet the needs of your mobile sales force and streamline the entire sales process. Understand how to generate sales data, including sales leads and pipeline anal-ysis, in the SAP CRM back end and push it out to your mobile sales force via SAP CRM mobile sales. Learn how distribution model rules can be easily modified in SAP CRM mobile sales to streamline the flow of CRM data to mobile sales applications. Understand when and how to use the “near me” feature to quickly find and call on more customers and see how this reduces inefficient travel and wait time.

Streamline Order Management with the Latest Enhancements in SAP ERP, SAP CRM, SAP HANA, and SAP Mobile AppsPrashant Dube, SAP CanadaUnderstand how to use order management functionality from SAP to achieve order-to-cash operational excellence, increase revenue and margin, and improve customer satis-faction. Examine SAP’s single order-to-cash platform with its real-time multichannel sup-port and specialized industry capabilities. Learn how to leverage SAP HANA in conjunc-tion with SAP CRM to gain real-time insights into the order-to-cash process. Explore new enhancements to the SAP CRM 7.0 UI that streamlines the entry of SAP ERP sales transactions. Find out how to enable social collaboration and improved sales, market-ing, and service decision making with SAP StreamWork. See how to simplify access to customer, product, and other context-sen-sitive information in sales transactions with side panels in SAP ERP 6.0. Learn how a mobile user can leverage new functionality delivered in SAP Mobile Sales to create and manage sales quotes and sales orders and to check product availability and customer credit on the fly.

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Track 6: Mobility


Improving CRM data integrity: Undocumented workarounds for enabling custom data replication between SAP ERP and SAP CRMSharad Agarwal, Infosys LimitedThis session provides undocumented tips, les-sons, and workarounds, based on real-world customer projects, to enhance middleware to support custom data replication processes. Get an overview of SAP CRM middleware and understand how it enables the transfer of transactions and master data between SAP CRM and SAP ERP so that you can choose the best application with which your users will interface. Understand common data sets that can be transferred using SAP CRM mid-dleware, including business partner master data and transactions, such as order and confirmation numbers. Learn how to trans-fer custom fields from SAP ERP master data into SAP CRM to use them for your market-ing and sales efforts. Get important tips and guidelines for leveraging SAP utilities, includ-ing easy enhancement workbench (EEWB), application enhancement tool (AET), and business transaction events (BTE) to share and synchronize custom data between SAP CRM and SAP ERP. Take home code samples and undocumented middleware configura-tion tips to improve CRM data integrity and streamline custom data replication.

Case study

Lessons from Applied Materials to ensure accurate product configuration with SAP CRM Internet Pricing ConfiguratorPeter van Opdorp, Applied MaterialsLearn how Applied Materials got the most out of Internet pricing and configurator (IPC) functionality in SAP CRM by leveraging it in conjunction with SAP ERP variant configu-ration (VC) functionality to ensure accurate price calculation for configure-to-order products. Explore the ways in which the com-pany leverages SAP’s product configurators to meet the requirements of its global ful-fillment program. Get insight into Applied Materials’ sales process requirements and the challenges that come with its complex prod-uct portfolio. Obtain best practices for IPC modeling, including the top three variant configurations the company uses to ensure technical precision. Hear how Applied Mate-rials ensures consistent model versions in both IPC and VC systems. Discuss common IPC memory issues associated with high-vol-ume scenarios, and get lessons for managing them while maintaining optimal business ful-fillment and end-user flexibility.

Unleash the power of SAP HANA to improve target marketing activitiesPankaj Rana, NRG EnergyLearn how to combine the high-performance capabilities of SAP HANA with SAP CRM for real-time insight into customer demands, behaviors, and preferences. Get an overview of SAP HANA, understand the architecture of in-memory technology and learn to replicate data using SAP Landscape Transformation. Explore real-world examples that illustrate how SAP HANA can be used to empower mar-keting teams to react to change like never before, including how it enables them to ana-lyze data in real time and target a precise audience with the right messaging across all channels. See how it unlocks hidden reve-nue opportunities by providing sales teams with a holistic view of the sales pipeline at any level of granularity in just seconds. See how to leverage the predicative analytics capabili-ties of SAP HANA to identify potential risk and opportunities. Take home process flow dia-grams for SAP HANA and SAP CRM Marketing.


Track 1Be integRated

Track 7: Technical infrastructure

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Lessons for modeling territories to streamline and optimize sales force assignmentsHarsh Murarka, intiGrowLearn how to utilize new territory manage-ment functionality to streamline sales force assignments, key account management, and decision-making processes. Get innova-tive ideas to simplify territory management configuration with the new rule builder, Busi-ness Rule Framework plus (BRFplus) in SAP CRM 7.0. Gain insight into the rules and con-ditions that enable more effective territory modeling. Step beyond standard territory rules and see how to assign custom criteria for specific sales classifications. Understand how to properly assess reporting and security options. Learn how to leverage the Access Control Engine (ACE) to build sales accounts and contacts securely, based on territory management assignments. Find out how to seamlessly migrate territory management data from earlier SAP CRM releases to the latest version. Get an overview of the archi-tectural changes within the latest release of territory management, including a list of new technical structures, tables, and APIs.

Breaking the mold: How to develop, maintain, and upgrade custom SAP CRM e-commerce applicationsBhanu Sistla, DeloitteThis session provides a step-by-step guide for developing custom SAP CRM e-com-merce applications to better meet business requirements. Step through examples that illustrate the ways in which e-commerce pro-cesses turn the Internet into a profitable sales and interaction channel for business cus-tomers and consumers. Uncover some of the most common challenges faced when building custom SAP CRM e-commerce appli-cations, and see how to properly leverage the SAP NetWeaver development infrastructure together with the SAP NetWeaver Developer Studio to help streamline the development process. Know your options for back-end integration, including the role of the Java Connector. Get best practices for maintaining a custom SAP CRM e-commerce application and performing conflict resolution during an SAP enhancement package upgrade or patch fix. See a demo of how to build a custom B2B application.

Customize sales functions and operations to meet your company’s specific key account management requirementsDr. Ahmed Hezzah, AccentureThis session provides a proven approach for adapting sales functionality in SAP CRM 7.0 to support optimal key account management across a global landscape. Get step-by-step instructions and code samples to customize your current SAP CRM environment to meet requirements not supported by the standard configuration. Learn how to configure and update the key account hierarchy, synchro-nize it with your master data system, and use it to manage authorizations. See how to use the standard opportunity management func-tionality to structure your key account master projects and manage pipelines. Find out how to utilize the reporting capabilities in SAP CRM 7.0 to create a consolidated view of your key accounts for easier management and more efficient sales planning. Get recommen-dations for establishing a solid authorization concept that allows key account managers proper access to their key accounts and sales transactions on a global, regional, or coun-try level.

Lessons and prerequisites for leveraging SAP campaign automation to improve the effectiveness of your marketing campaignsMohit Gupta, Knack SystemsLearn how to utilize the campaign automation functionality in SAP CRM to automate multi-step, multichannel, and real-time campaign processes, leading to increased efficiency, effec-tiveness, and ultimately sales. Take a look at how the tool enables you to respond quickly to customer reactions to your marketing campaign, thereby eliminating manual inter-ventions. See, for example, how a customer response to a survey can lead to an automatic “thank you” mailer, new target group creation, or lead generation. Understand what the pre-requisites are for utilizing this tool, including Java JRE 1.4 or higher, and setting the proper setting for automated campaigns, as well as how to set up, configure, and execute auto-mated campaigns. See a demo of the complete campaign automation process. Leave this ses-sion with an understanding of how to utilize campaign automation and leverage the tool to optimize campaigns in your company.

SAP Business Communications Management: Advanced integration options that can enhance customer contact in your organization Bruce Acheson, ecenta AmericaThis session examines how to integrate SAP Business Communications Management with your SAP CRM system as well as third-party solutions to create an end-to-end customer service strategy in your contact center. Receive proven adoption strategies for exploiting key functionality that can have the greatest impact on your organization. Understand how to get the most out of SAP Business Communications Management by integrating it with a self-service interactive voice response (IVR) solution and see how this helps reduce spending in contact centers while improving customer-facing interac-tions. Know your options for leveraging SAP Business Communications Management in a non-SAP contact center, including key inte-gration points and data replication efforts. Review criteria to help determine whether and how to migrate from a legacy telephony system to SAP Business Communications Management. Take home an ROI analysis to assess the value that SAP Business Commu-nications Management may bring to your organization.

A step-by-step guide for configuring and customizing SAP CRM mobile sales Sandeep Raina, Fujitsu AmericaThis session examines proven approaches and lessons for a successful SAP CRM mobile sales implementation — from designing and rolling it out to ensuring tight integra-tion with your existing CRM processes. View demos and use cases that illustrate the ways in which SAP CRM mobile sales can be cus-tomized to meet the needs of your mobile sales force and streamline the entire sales pro-cess. Understand how to generate sales data, including sales leads and pipeline analysis, in the SAP CRM back end and push it out to your mobile sales force via SAP CRM mobile sales. Learn how distribution model rules can be easily modified in SAP CRM mobile sales to streamline the flow of CRM data to mobile sales applications. Understand when and how to use the “near me” feature to quickly find and call on more customers and see how this reduces inefficient travel and wait time.

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Case study

How UIL Holdings Corporation merged acquired companies onto its existing SAP CRM system Wayne Spano and Jim McNally, UIL Holdings CorporationDraw from the experience of UIL Holdings Corporation’s latest SAP CRM project to get proven tips that will help you plan for and meet the unique requirements of integrat-ing a new business unit, division, or company with an existing SAP CRM system. Examine the ins and outs of the company’s business acquisition process from both a functional and technical perspective, including technical issues it faced along the way. Walk through each phase of the project and understand the resources required to ensure the project was delivered on time, including representatives from each department during the blueprint phase to ensure the design meets business needs. Hear how UIL Holdings Corporation managed challenges associated with file conversion and data mapping, and get les-sons for expediting the integration process and reducing required resources. Explore the company’s approach for evaluating, choos-ing, and working with an integration partner. Step through a demo that illustrates how UIL Holdings Corporation is now storing data in a single data repository and learn how this has enabled improved analytics for the company.

SAPexperts LIVEHow parallel processing in the foreground can improve performanceSharad Agarwal, Infosys LimitedDon’t miss this chance to personally meet Sharad Agarwal, Team Lead, Infosys Limited, and engage in an in-depth discussion about one of his most widely read articles from the SAPexperts CRM hub — the most trusted online Web resource for 100% validated, independent SAP expertise. Discover how you can use parallel processing techniques in the foreground to process large amounts of data and improve your SAP CRM system per-formance. You’ll receive a copy of the articles free of charge and engage with peers who have the same interests and priorities.

Case study

Lessons from Colgate-Palmolive’s implementation of SAP’s new Excel-based trade promotion planning tool Tommathew Thomas and Bartosz Luczynski, Colgate-PalmoliveThis session delves into Colgate-Palmolive’s implementation of the new Excel-based trade promotion planning tool available in SAP CRM, SAP Accelerated Trade Promotion Planning, edition for Microsoft Excel Release 1, to optimize trade promotion processes. Explore the business drivers behind the com-pany’s decision to migrate from SAP Trade Promotion Management to the Excel-based planning tool. Find out how the company structured its implementation project — from required resources to timeline — and determined technical prerequisites, includ-ing the SAP Trade Promotion Management in-memory add-on, SAP NetWeaver BW 7.3, and SAP BusinessObjects Analysis, Microsoft Office edition. Get lessons from Colgate-Pal-molive for configuring SAP Accelerated Trade Promotion Planning, edition for Microsoft Excel, including customization options and tips for leveraging the SAP Excel designer. View a demo of SAP’s Excel-based trade promotion planning tool in action at Col-gate-Palmolive for insight into how it helps plan effective trade promotions, improve the accuracy of planned promotion spend allocations, and uncover new promotion opportunities.


Mobilize your sales, marketing, and service workflow in a matter of weeks!Sandeep Raina, Fujitsu AmericaThis session examines how to mobilize busi-ness-critical CRM workflows and provides insight into the latest mobile applications available from SAP to help streamline the process. Understand how these apps can be used to accelerate busi-ness decisions, simplify approval processes, and keep tasks and projects moving without bottle-necks. Review the successes and lessons learned from customers who have optimized their CRM processes by enabling mobile workflow for alerts, notifications, approvals, and more. See how to define mobile business objects (MBO) that can be efficiently consumed by native applications. Learn how to leverage the Sybase Unwired Platform Hybrid Web Container (HWC) to mobilize your existing sales, marketing, and service workflow. View demos that show how various types of CRM applications can be built using the Sybase Unwired Platform HWC, from simple data entry on meter readings and time sheets, to approval workflow for sales cam-paigns, budgets, quotations, and contracts. See examples of real-world mobile CRM workflows and come away with sample code.

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Strategically plan and implement SAP CRM globally on time and on budget Dr. Ahmed Hezzah, AccentureThis session offers practical strategies and special considerations for planning and exe-cuting a global SAP CRM rollout. Evaluate the pros and cons of a big bang versus a phased approach and the impact of each approach on project timing and budget. Learn how to structure your rollout using a phased approach, starting in one area of the world and ending in another. Overcome common change management challenges associated with global projects by building a solid communication plan. Get tips for ensur-ing end-user buying and executive support. Get insight into how to manage specific cul-tural, technical, organizational, and financial challenges (that can impact global project timelines and budgets) by making certain provisions in your global rollout strategy. Discuss ways to localize your global rollout through proper translation, testing, and train-ing, and see how this helps standardize CRM processes globally.

Leveraging a rapid deployment approach to get SAP CRM up and running fast Seema Thomas, SAP LabsThis session provides insight into how to leverage SAP Rapid Deployment solutions to enable shorter SAP CRM implementation timeframes with low risk and predictable cost. Understand how rapid deployment applies to SAP CRM features, such as sales, marketing, customer service, call center operations, and business communications management. View demos that explore the benefits of SAP CRM Rapid Deployment solutions for opportunity pipeline, lead man-agement, interaction center, and more. Examine key factors that make an SAP CRM rapid deployment successful. Dive into the methodology behind the rapid deployment approach, and review the types of proj-ects for which the solution is appropriate. Assess your deployment options by finding out what elements are within the scope of a rapid deployment implementation, and com-pare rapid deployment to traditional roll outs. Come away with criteria for determining when it makes the most sense to leverage an SAP CRM Rapid Deployment solutions versus a traditional SAP CRM implementation.

Case study

How LTD Commodities stuck to an aggressive timetable and budget during its upgrade to SAP CRM 7.0 Dan Callahan, LTD CommoditiesTake an in-depth tour of how LTD Commod-ities completed an upgrade from SAP CRM 5.0 to SAP CRM 7.0 on time and under bud-get. Gain insight into the differences between SAP CRM 5.0 and SAP CRM 7.0 that mattered most to LTD Commodities, including SAP ERP sales order with payment card processing, and how these differences helped the com-pany prove its business case to upgrade. Get details about how the company set up the aggressive implementation timetable and budget — and then stuck to it. Explore the communication and training challenges LTD Commodities faced when educating users and learn how these challenges were over-come. Explore a few of the lessons learned from this upgrade project, including taking advantage of the dynamic user interface (UI) tools to better meet usability requirements, leveraging standard SAP CRM 7.0 function-ality to replace custom development in SAP CRM 5.0, and having a strong working rela-tionship with your implementation partners.

Track 1Be pRoaCtive

Track 8: Implementations, upgrades, and SAP enhancement package projects

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Be pRoaCtive

Tips and best practices for improving usability during your CRM implementation projectBala Nair, DeloitteUser adoption and improved usability are the ultimate signs of project success. This session provides you with an overview of what con-stitutes usability and outlines what you can do during your project to improve usability after go-live. Get tips and techniques for inte-grating usability into your CRM project, such as a process framework for contract man-agement and business rule framework for order management. Gain insights on how to develop a usability roadmap to improve user adoption, reduce implementation cost, and increase productivity. Get an introduction to tools and techniques that can be used for simplifying views, streamlining navigation, and improving the user’s ability to effec-tively process transactions. Identify the key areas to consider when making changes to the standard user interface (UI) while taking performance into consideration, such as busi-ness partner search, contract replication, and fact sheets. Learn how other organizations have adopted leading practices to improve usability and increase the business value of IT investments.

Key decisions and success factors for upgrading to SAP CRM 7.0 enhancement package 2 Rajesh Gupta, DeloitteIdentify the technical and functional consider-ations your organization should be aware of in order to plan and execute a successful upgrade to SAP CRM 7.0 enhancement package 2. Explore the various SAP CRM upgrade paths that are available and what criteria to consider for each route. Learn strategies to help your company make a smooth and seamless tran-sition to SAP CRM 7.0 enhancement package 2, including what you need to do differently depending on your source release. Explore the features and functionality of SAP CRM 7.0 enhancement package 2, including architec-tural and functional differences from earlier releases. Get details about new capabilities that will be added to your CRM environment with an enhancement package 2 upgrade, including cross-component integration — and con-versely, identify functionality that will no longer be available once your system is upgraded. Take home a step-by-step guide for upgrading to SAP CRM 7.0 enhancement package 2, along with technical items to consider along the way.

Case study

How UIL Holdings Corporation merged acquired companies onto its existing SAP CRM system Wayne Spano and Jim McNally, UIL Holdings CorporationDraw from the experience of UIL Holdings Cor-poration’s latest SAP CRM project to get proven tips that will help you plan for and meet the unique requirements of integrating a new busi-ness unit, division, or company with an existing SAP CRM system. Examine the ins and outs of the company’s business acquisition process from both a functional and technical perspec-tive, including technical issues it faced along the way. Walk through each phase of the project and understand the resources required to ensure the project was delivered on time, including rep-resentatives from each department during the blueprint phase to ensure the design meets business needs. Hear how UIL Holdings Cor-poration managed challenges associated with file conversion and data mapping, and get les-sons for expediting the integration process and reducing required resources. Explore the company’s approach for evaluating, choosing, and working with an integration partner. Step through a demo that illustrates how UIL Hold-ings Corporation is now storing data in a single data repository and learn how this has enabled improved analytics for the company.

Case study

Institut Straumann AG goes mobile: An inside look at how the global company deployed SAP CRM Sales 2.0 on the iPhone and iPad Natacha Gutermuth, Institut Straumann AGGet detailed insight into how Institut Strau-mann AG got SAP CRM Sales 2.0 up and running on the iPhone and iPad for 800 sales representatives around the world. Receive an overview of the company’s scoping process as well as its implementation roadmap, meth-odology, and project plan. Find out which out-of-the-box functionality was leveraged, and where enhancements were made. Obtain recommendations from the company on the amount of customization that may be required to the standard SAP CRM Sales 2.0 functional-ity to ensure a seamless mobile deployment. Learn how the organization identified critical environmental and landscape requirements, including design and architecture details asso-ciated with deploying SAP CRM Sales 2.0 across a broad mobile user base. Get lessons from the company to help streamline your next SAP CRM mobile project, including tips for leveraging mobile device management.

Save time and effort with the SAP Rapid Deployment solution for SAP CRM analyticsSeema Thomas, SAP LabsThis session provides you with an over-view of the SAP CRM analytics solutions that are available out of the box with SAP Rapid Deployment solutions, including those pow-ered by SAP HANA. View detailed use cases and examples that illustrate how to use the SAP Rapid Deployment solution for SAP CRM analytics to make faster, better prod-uct and promotion decisions. Find out how to implement SAP BusinessObjects reports and dashboards that have been designed and delivered for use on SAP HANA for more accurate and speedier customer analysis. Step through a demo that shows how SAP HANA can be used to speed up access to key sales, product insight, and customer sen-timent analysis from social media streams. Walk away from this session with an under-standing of, and next steps for leveraging the Rapid Deployment approach to accelerate your next SAP CRM analytics project.


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Track 8: Implementations, upgrades, and SAP enhancement package projects

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