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Generating demand, creating brand awareness and building long-term profitable relationships with customers are the top three marketing goals. Typically, marketing begins with analyzing market segments and identifying who your most valuable customers are. Marketing includes a variety of activities such as creating and running marketing campaigns across multiple channels, connecting with target customers, generating leads to support the sales force, producing and providing collateral and, last but not least, analyzing the success of all these activities in order to improve the effectiveness of your marketing efforts.  

Key marketing functions of SAP CRM include:

  • Marketing planning to help plan all marketing activities centrally and implement them across the enterprise
  • Campaign management to control the complete marketing campaign process, including design, execution, coordination, optimization, and monitoring
  • Lead management to enable sales professionals to use SAP CRM for gathering, qualifying, and distributing leads
  • Customer segmentation to allow business users to create highly targeted segments at the customer, partner, organizational, prospect, and group levels
  • Personalization to create personalized product proposals for each Web site visitor, whether the visitor is a prospect or customer
  • Marketing analytics to analyze customer behavior, segments, competitors, products, market channels, trends, profitability, and third-party market data

Mark Foley  |   Johannes Voglsam  |  

SAP CRM: Web Channel home


Campaign Process

The B2C scenario is mainly used in scenarios where a comany wants to contact several consumers at once. The B2C scenario is executed using campaigns. The campaign is executed for a target group. The process contains the following steps.


  • External List Management
    • Acquire potential customers
    • Using external providers for acquiring specific data and use this data to gain new customers
  • Segmentation
    • Define segments of potential customers having similar needs, wants, or demands

    • design a marketing mix that precisely matches the expectations of customers in the targeted segment

  • Campaign Execution

    • Determine correct channel for contacting customers

    • Execute Campain


Basic Functions

The following functions and objects are used in various different processing in CRM:

Trade Promotion Management

Trade Promotions (TPM) are incentives paid by consumer products manufacturers to retailers for merchandising support. A trade promotion is created for an account, account hierarchy or target group.


The main driver to increase sales within the trade promotion are different discounts provided to the retailers.



Trade Promotion Process Overview


Funds Management

The funds management application allows brand owners to manage their funds. Basically this gives an overview about the amount of money withing the fund, if this is available, budgeted or paid. The Funds Management Process is therefore included in several other process cycles such as trade promotion cycle, or claims management.

A fund plan contains several funds that are grouped together and valid for the same fiscal period. The funds are used to pay out the money used for different processes in the TPM, MDF or claims scenario.



Funds Management Process Overview



Claims Management

Claims Management is used to create and settle claims. The application is integrated in the Trade Promotion TPM Scenario and in the Market Developing Funds MDF Scenario. In the TPM scenario it's the brand owners and consumer products companies that can create and settle claims. In the MDF scenario it's the channel partners can create claims to request reimbursement from brand owners.


The claim is integrated in the validation process in the trade promotion management. The claim results in settlements for the amount provided for a TP.

 Claims Management Process Overview

Loyalty Management

The loyalty management application supports business processes in the area of loyalty management. These processes include the planning of loyalty programs, management of memberships and loyalty points and processing of member activities.



Loyalty Process Overview




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