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Week 1: CRM and Marketing Overview
Unit 7: Marketing Success and Follow-Ups
2PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketing Success and Follow-Ups Marketing-to-Sales scenario
Plan Capture
Execute Campaigns
Capture Responses and Create
Leads
Analyze Market and
Identify Potential
Define Target Groups
Create Campaigns
Qualify
Qualify Leads
Hand Over Leads to
Sales
Convert
CreateOpportunities
Quotes Orders
Contracts
Measure Success
Scenario Explorer Overview
This scenario helps midsize companies, for whom the conversion of leads into opportunities is essential, to control marketing and sales processes to shorten the sales cycle.
SAP Business ByDesign supports you from the market development, campaign management, lead generation, and lead qualification phases, through to the opportunity creation phase.
You can execute targeted campaigns to generate more leads, shorten the lead cycle, improve the conversion rate into opportunities, as well as reduce the cost of sales and marketing.
▪ Capturing, monitoring, storing, and tracking information relating to customers, prospects, and partners to optimize contact management, account planning, market segmentation, and relationship management
▪ Campaign management and response handling to allow follow-up activities
▪ Streamlined lead and opportunity management to support the end-to-end scenario
▪ Managing forecasts to ensure the fulfillment of sales quotas
▪ Microsoft Outlook integration to synchronize e-mails and capture campaign responses, calendar entries, business partner data, and tasks with Microsoft Outlook
▪ Built-in analytics and reporting lead funnel, opportunity pipeline, and win-loss analysis
Key Benefits
Business Value
Scenario/Processes
Scenario Flow
Further Information
See Business Scenario Explorer in: https://help.sap.com/viewer/p/SAP_BUSINESS_BYDESIGN
3PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketing Success and Follow-UpsLeads, activities, opportunities, sales orders...
4PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketing Success and Follow-UpsMarketing analytics – Measure marketing success by generated revenue
KEY MESSAGE
1. Visibility of key figures and KPIs
e.g. number of members,
responders, response rate,
number of leads, opportunities,
quotes, orders…
2. Free selection of characteristics
like account or contact country,
language etc.
3. Display with various chart types
including table view
4. Enhanced insight through
interactive drilldown capabilities
5. Standard reports:
▪ Campaign Analysis
▪ Number of Leads
▪ Lead Funnel
(Managing My Area)
▪ Target Group Analysis
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Marketing Success and Follow-UpsLead management – Overview
KEY MESSAGE
1. Generate leads coming from
campaigns, inbound activities,
or external sources (e.g.
upload, web services)
2. Shorten lead cycle by automatic
assignment of sales
counterpart and direct handover
3. Create leads with or without
account and product
assignment
4. Improve conversion rate by
embedded lead success report
1 2
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Marketing Success and Follow-UpsLead management – Process variants
Qualify
Lead
Identify
Lead
Hand Over Lead
Accept/Reject Lead
Opportunity
21 4 5 6
Generate
Lead Sales Quote
7 83
MARKETING: Marketing Work Center SALES: New Business Work Center
Lead Processing with Handover
BTM Task
KEY MESSAGE
▪ Lead processing with
handover: Once a lead has
reached the desired status and
has been qualified as warm or
hot, it is handed over to the
worklist of the sales employee.
The sales employee accepts or
rejects the handed-over leads.
If a lead is accepted, the sales
employee usually creates a
follow-up opportunity, a sales
quote, or a sales order.Sales Order
Qualify
Lead
Identify
Lead
Opportunity
Generate
Lead Sales Quote
Accept/Reject
Lead
Lead Processing w/o Handover
21 4 5 63
SALES: New Business Work Center Sales Order
▪ Lead processing without
handover: Enables processing
a lead without handing it over. In
this process, only the sales
department is involved; creation
of leads is only possible in the
New Business work center.
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Marketing Success and Follow-UpsLead management – Status
Qualified
Rejected
Accepted
Handed-Over
In revision
Converted
ObsoleteKEY MESSAGE
▪ Accepted and rejected
indicate that the lead was
either not successful
(=Rejected) or has a high
chance to be converted
(=Accepted) or is already
converted
▪ An accepted lead can at any
point in time be set back to
rejected and vice versa
▪ In the scenario with handover,
leads can be sent back to
marketing if they are not
sufficient (=In revision)
▪ Converted / Obsolete is the
final status, after which
sending back is no longer
possible.
Qualify
Lead
Identify
Lead
Hand Over Lead
Accept/Reject Lead
Opportunity
21 4 5 6
Generate
Lead Sales Quote
7 83
MARKETING: Marketing Work Center SALES: New Business Work Center
Lead processing with handover
BTM Task
Sales Order
Qualify
Lead
Identify
Lead
Opportunity
Generate
Lead Sales Quote
Accept/Reject
Lead
Lead processing without handover
21 4 5 63
SALES: New Business Work Center Sales Order
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8PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketing Success and Follow-Ups Lead management – Options for configuration
KEY MESSAGE
Leads can be the result of
participation in various marketing
activities. In order to adapt leads
to your needs you can modify
several elements that support
further processing of a lead:
▪ Lead Approval
▪ Reasons for Status
▪ Lead Qualification Status
▪ Category & Sources
▪ Default Start/End Date
Category and source: For classifying leads, you
can select categories and sources..
Lead Qualification: You can define different lead
qualification levels.
Start/End Date: It is possible to define a “Start/End
Date“. This date gets defaulted when creating a
lead.
Lead Approval: You can define the priority and the
latest end date for a BTM task.
Reason for Status: You can define
different reasons why a lead has been
accepted or rejected.
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Marketing Success and Follow-UpsSystem demo
D E M O
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▪ Marketing follow-ups e.g. leads, activities, opportunities, sales orders
▪ Measure marketing success e.g. by generated revenue
▪ Lead management – process variants and status and configuration options
Marketing Success and Follow-UpsSummary
Additional Material
12PUBLIC© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketing Success and Follow-Ups Process overview lead funnel
Sales Pipeline
increasing chance of success
Lead Qualification
Lead Gathering
and Targeting
Selling,
Contracting
Hot
Cold
Business
Partner & Prospects
Lead
Opportunity
Warm
Analyze, learn,
grow customer
Sales Quote
Sales Order
KEY MESSAGE
Prospects may drop out in any
step of the sales process, and
from the large number of
initially interested people on
the narrow end of orders, only
a fraction of the initially
interested people remain and
actually place an order.
© 2018 SAP SE or an SAP affiliate company. All rights reserved.
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