Marketing-to-Opportunity. SAP Business ByDesign

Transcription

1 SAP Business ByDesign

2 Table of Content 1 About this Document Purpose Reference System and Model Company Master and Organizational Data Business Process Tasks Creating and Executing Campaigns Define and Maintain a Target Group Edit a Target Group View Response Options Create and Execute a Campaign Capture Campaign Responses Check Campaign Responses Creating Leads Create and Handover a New Lead Qualify and Accept a Lead Creating and Developing Opportunities Create an Opportunity from a Lead Manage an Opportunity Plan and Track Sales Activities Monitor the Opportunity Pipeline Finalize an Opportunity View the Opportunity Document Flow February 7,

3 1 About this Document 1.1 Purpose The objective of this business scenario document is to give you hands-on experience of running the chosen business processes in a realistic business environment using the SAP Business ByDesign system. It allows you to quickly become familiar with this business scenario by guiding you through the steps that you need to carry out in the reference system. To obtain a better understanding of the business processes that make up this scenario, also refer to the Scenario Outline for this scenario. 1.2 Reference System and Model Company A reference system is a system that is preconfigured and loaded with fictitious users and sample data. The users and sample data are based on the model company Almika Inc.. By following the step-by-step instructions in this document, you can assume the identity of the Almika users and use the built-in sample data to carry out each of the business process tasks. This hands-on experience will help you to understand the relevance and benefits of this business scenario. To learn more about the model company that uses the business processes described in this document, read the Company Fact Sheet, which contains an overview of the reference company, its organizational set up, employees and their different roles and work centers, as well as a comprehensive list of the master data used in your system. You can find the Company Fact Sheet in the Help Center of your reference system. To access this document, choose Help Help Center and open the link under the heading Company- Specific Help. February 7,

4 2 Master and Organizational Data Each SAP Business ByDesign Reference System contains essential master and organizational data, which reflect the typical organizational structure of a mid-size company of a specific industry allow you to run the industry specific processes using the appropriate master data, for example, materials, vendors or customers. For this scenario, use the master data as described below. If you want to run the scenario with customer and project-specific values, you can copy master data with certain characteristics from the sample entries in the table and adapt this data. For an illustration of the organizational data as well as additional information (bill of material, logistics layout) about the reference company, refer to the Company Fact Sheet. Master / Org. Data Type Name and Value Usage Product S Senior Consultancy Used when managing an opportunity; the product is added to the opportunity Customer CS Used when edit a target group; the customer (account) is added to the target group February 7,

5 3 Business Process Tasks 3.1 Creating and Executing Campaigns Define and Maintain a Target Group What You Should Know As the Marketing Representative you create a letter campaign to launch new products or services and to generate sales volume. First you will need to create a target group with members you think will respond to the campaign. MARKETING02S (Marketing Representative / Kathy Jagger) Marketing Common Tasks: New Target Group New Target Group guided activity Step 1: Define Properties Target Group Description Notes Step 2: Select Members Show Corporate Account Details ABC Classification Main Address of Corporate Account - Country Step 3: Review Members My A-accounts List of premium account target group members to be contacted for the next campaign. Corporate Accounts with Contacts A-Account United States Click Next. Click Go. Click Add All. Click Next. Click Check Addressability For Letters using Main February 7,

6 Address. Click Finish. Make a note of the Target Group ID or description. Step 4: Confirmation Click Close Edit a Target Group MARKETING02S (Marketing Representative / Kathy Jagger) Marketing Target Groups Show My Target Groups Search for the target group you have created in the last step and select the corresponding line. Target Group screen Add Member Click Edit. Account CS Click OK. Click Check Addressability For Letters using Main Address. Click Save and Close View Response Options In the Response Options view you can create and edit response options for the purpose of assigning them to campaigns. You can access this view from the Marketing work center under Campaign Management. You can classify your response options as being positive, negative, and neutral. Using response options enables you to capture detailed responses to a campaign, so that you can measure its success. February 7,

7 In this scenario, you will view the response options that have already been created in the system. If you wish to create additional response options, you can create and assign them to a campaign in the Campaigns view under Campaign Management. MARKETING02S (Marketing Representative / Kathy Jagger) Marketing Campaign Management Response Options Response Options view Show All Response Options Click Go. You should see at least three response options (Yes, Maybe, and No) which will later be assigned to a campaign. If you no longer need the response option, set the status to Obsolete. If you have set the status of a response option to Obsolete by mistake, you can change it back to Active. You cannot change the status of a response option if it has been assigned to a campaign. You can delete only those response options that have the status Obsolete Create and Execute a Campaign MARKETING02S (Marketing Representative / Kathy Jagger) Marketing Target Groups Show My Target Groups Search for the target group you have created in the last step and select the corresponding line. February 7,

8 New Campaign screen Campaign Description Campaign Type NEW SERVICE LAUNCH 2012 Letter using file export Click Follow-Up New Campaign using Target Group <Name of your target group>. Start Date End Date Additional Information <Current Date> <1 month from current date> Introduction of the new service line to our top customers (United States) Click Save and make a note of the campaign ID. Click View All. Response Options tab Click Add Row. Response Option Yes Click Add Row. Response Option Maybe Click Add Row. Response Option No Click Save. Click Execute. Click Download. Click Open to view an Excel which contains the contact data and personal response codes. Make a note of two of the Response Code IDs: Close or save the Excel file. From the campaign window, click Save then Close. February 7,

9 3.1.5 Capture Campaign Responses What You Should Know The Marketing Representative receives a phone call regarding the campaign and captures the call using the personalized response code from the List of Members and Campaign Information Excel. The phone call activity and the reaction value for the target group member are automatically updated in the campaign. The Marketing Representative also sends an to a target group member of the campaign and tracks the response using the personalized response code from the List of Members and Campaign Information Excel. MARKETING02S (Marketing Representative / Kathy Jagger) Marketing Campaign Management Campaigns Campaigns view Show Active Campaigns Select the line with the active campaign that belongs to the response code you have noted in the previous step. Defaults Response Type Campaign Responses Response Code (1) Response Type (1) Response Option (1) Response Code (2) Phone Call <Use default> <Enter the first response code ID you noted in the previous step> Phone Call Yes <Enter the second response code ID you noted in the previous step> Click Add Response Multiple Responses. February 7,

10 Response Type (2) Response Option (2) Maybe Click Create and Close Check Campaign Responses MARKETING02S Marketing Representative / Kathy Jagger Marketing Campaign Management Campaigns Campaigns view Show Active Campaigns Choose the line with the campaign created in previous step. Click the Campaign Description hyperlink. Click View All. Choose the Response Details tab. View the phone call and activity created in the previous step as well as the corresponding response options and classification. Click Close. February 7,

11 3.2 Creating Leads What You Should Know The Marketing Representative creates a new lead. A lead is a potential sale to a prospect or customer identified as having expressed some interest in your product Create and Handover a New Lead Logon ID / Role MARKETING02S Marketing Representative / Kathy Jagger Marketing Common Tasks: New Lead New Lead screen New Corporate Account screen Account Name Country House Number 12 Street City State Silve Consulting US- United States Grand Avenue Chicago IL (Illinois) Postal Code Tax Jurisdiction Code Main Communication IL (Illinois) Click New Corporate Account. Phone xxx-xxxx The x means to enter any digits. Fax Language Sales Data Sales Organization Distribution Channel Delivery Priority xxx-xxxx EN S Sales Pro Direct Sales Normal February 7,

12 Incoterms Incoterms Location Payment Terms Currency Sales Data tab Sales Data Sales Organization Distribution Channel Delivery Priority Incoterms Incoterms Location Payment Terms Currency First Name Ex works Company location 20 days net USD S Service & Support Pro Direct Sales Normal Ex works Company location 20 days net USD <Fill-in any first name> Click More. Click Add Row. Last Name <Fill-in any Last name> Click Save. Make a note of the Corporate account or Name. New Lead screen Name Lead Description Status Qualification Classification Category Source Sales Employee Notes Product/Service interest Hot Prospect for product / service Trade fair Victoria Brannon Met prospect at trade fair; will follow-up within one week. Click the Contacts tab Add Row. From the Duplicate Check Result window, click Ignore and Save. Click Close. Contact ID or Name created in the previous step. Click Hand Over. February 7,

13 Make a note of the Lead ID or description Qualify and Accept a Lead SALES02S (Sales Representative / Victoria Brannon) New Business Leads Leads view Show Open Tasks Select the line item for the lead that was handed over to you in the previous step. New Appointment screen Location Start Date/Time End Date/Time Notes Change Status Leads view Headquarters The meeting will start the following business day from the current date and the desired time. The meeting will end the following business day from the current date and the desired time. Spoke to prospect, will visit customer at their headquarters location to further qualify the hot lead. In Process Click Follow-Up Appointment. Click Save. Reason for Status Accepted Because of High Click OK. Click Save and Close. Click Accept Accept. February 7,

14 Chance of Success Account Management work center Activities view Show My Open/In Process Activities Search for the activity created in the previous step and click Edit. Notes Change Status Visit a success, will accept lead and create an opportunity. Complete Click Save and Close. 3.3 Creating and Developing Opportunities Create an Opportunity from a Lead What You Should Know After the customer visit, the Sales Representative creates an opportunity (the recognized possibility of a sale) from a lead since the prospect showed real interest in purchasing products. An opportunity can result from a trade fair, a sales deal, or a lead. SALES02S (Sales Representative / Victoria Brannon) New Business Leads Leads view Show New Opportunity screen Sales Phase My Accepted Leads Qualify Opportunity Select the lead you created in the previous step and click Follow-Up Opportunity. Chance of Success 10% Automatically calculated. February 7,

15 Expected Value 6000 USD Start/End Date <Select a future start date> <Select a future end date> Relevant For Forecast Yes Select the check box. Items section Click Add Row. Product S Senior Consultancy Quantity 20 Click Save. Make a note of the Opportunity ID. Click Close Manage an Opportunity What You Should Know As the Sales Representative works through the various sales phases, they add or maintain details to the opportunity such as additional products, product quantities, sales phase, expected value, and competitors. SALES02S (Sales Representative / Victoria Brannon) New Business Opportunities Opportunity List Show My Opportunities Choose the line item with the opportunity created in the previous step. Sales Phase Develop value proposition Click Edit. Chance of Success 40% The percentage is automatically calculated. Campaign <the previously created campaign> By inserting the campaign name or response code ID, the opportunity is tracked as a response to a campaign. February 7,

16 Status In Process Click Save Plan and Track Sales Activities What You Should Know The Sales Representative follows a structured sales process for maintaining opportunities using the Sales Assistant. Using the Sales Assistant, the Sales Representative adds a set of recommended activities and tasks; and then completes them. SALES02S (Sales Representative / Victoria Brannon) New Business Opportunity List Opportunity Pipeline Opportunities List Show My Opportunities Select the line item with the opportunity you have created in the previous step. Opportunities screen Sales Activities tab Suggested Activities Click Edit. Choose Group By Sales Phase. Select one or more of the activities belonging to Develop value proposition and click Add. Start Date/Time <Select a future date> Modify the appointment details End Date/Time <Select a future date> such as date and location of the activities or delete them as desired. Opportunities screen General tab Click Save and Close. February 7,

17 3.3.4 Monitor the Opportunity Pipeline What You Should Know The Sales Representative uses the Opportunity Pipeline Simulation to perform a what if analysis by changing some opportunity data and to check how the simulated results would affect the pipeline. SALES02S (Sales Representative / Victoria Brannon) New Business Opportunity Pipeline Show Pipeline Bubble Chart Click Go. If you did not select Relevant for Forecast for your opportunities, they will not appear in the simulation. Click Start Simulation. Highlight the line for the opportunity you have created in the previous step. The Phase Progress status displays this icon. Sales Phase Quotation Scroll up and click the Refresh icon to view your changes in the Opportunity Pipeline chart. Click Save Changed Opportunities. If you do not want to save the changes, click Cancel Simulation Finalize an Opportunity What You Should Know The Sales Representative selects an opportunity and changes the status to won. The status of the opportunities will appear in various reports. February 7,

18 SALES02S (Sales Representative / Victoria Brannon) New Business Opportunity Pipeline Show Pipeline Bubble Chart Select the line item with the opportunity you have created in the previous step. Status Reason for Status Click Edit. Choose Won. Choose Won due to service OK. Click Close View the Opportunity Document Flow SALES02S (Sales Representative / Victoria Brannon) New Business Opportunity List Show My Won Opportunities Select the line item with the opportunity you have created in the previous step. Click the Description hyperlink. Click View All. Click the Document Flow tab. Show Extended View You will see the complete list of business transactions related to the opportunity and can navigate to the related February 7,

19 transactions by clicking the hyperlink. Click Close to exit the opportunity. February 7,

20 Icons Caution Example Tip Note User ID and User Role Work Center and Work Center View Copyright 2012 SAP AG. All rights reserved. No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be changed without prior notice. Some software products marketed by SAP AG and its distributors contain proprietary software components of other software vendors. Microsoft, Windows, Excel, Outlook, PowerPoint, Silverlight, and Visual Studio are registered trademarks of Microsoft Corporation. IBM, DB2, DB2 Universal Database, System i, System i5, System p, System p5, System x, System z, System z10, z10, z/vm, z/os, OS/390, zenterprise, PowerVM, Power Architecture, Power Systems, POWER7, POWER6+, POWER6, POWER, PowerHA, purescale, PowerPC, BladeCenter, System Storage, Storwize, XIV, GPFS, HACMP, RETAIN, DB2 Connect, RACF, Redbooks, OS/2, AIX, Intelligent Miner, WebSphere, Tivoli, Informix, and Smarter Planet are trademarks or registered trademarks of IBM Corporation. Linux is the registered trademark of Linus Torvalds in the United States and other countries. Adobe, the Adobe logo, Acrobat, PostScript, and Reader are trademarks or registered trademarks of Adobe Systems Incorporated in the United States and other countries. Oracle and Java are registered trademarks of Oracle and its affiliates. UNIX, X/Open, OSF/1, and Motif are registered trademarks of the Open Group. Citrix, ICA, Program Neighborhood, MetaFrame, WinFrame, VideoFrame, and MultiWin are trademarks or registered trademarks of Citrix Systems Inc. HTML, XML, XHTML, and W3C are trademarks or registered trademarks of W3C, World Wide Web Consortium, Massachusetts Institute of Technology. Apple, App Store, ibooks, ipad, iphone, iphoto, ipod, itunes, Multi-Touch, Objective-C, Retina, Safari, Siri, and Xcode are trademarks or registered trademarks of Apple Inc. IOS is a registered trademark of Cisco Systems Inc. RIM, BlackBerry, BBM, BlackBerry Curve, BlackBerry Bold, BlackBerry Pearl, BlackBerry Torch, BlackBerry Storm, BlackBerry Storm2, BlackBerry PlayBook, and BlackBerry App World are trademarks or registered trademarks of Research in Motion Limited. Google App Engine, Google Apps, Google Checkout, Google Data API, Google Maps, Google Mobile Ads, Google Mobile Updater, Google Mobile, Google Store, Google Sync, Google Updater, Google Voice, Google Mail, Gmail, YouTube, Dalvik and Android are trademarks or registered trademarks of Google Inc. INTERMEC is a registered trademark of Intermec Technologies Corporation. Wi-Fi is a registered trademark of Wi-Fi Alliance. Bluetooth is a registered trademark of Bluetooth SIG Inc. Motorola is a registered trademark of Motorola Trademark Holdings LLC. Computop is a registered trademark of Computop Wirtschaftsinformatik GmbH. SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork, SAP HANA, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries. Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd. Business Objects is an SAP company. Sybase and Adaptive Server, ianywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Sybase Inc. Sybase is an SAP company. Crossgate, m@gic EDDY, B2B 360, and B2B 360 Services are registered trademarks of Crossgate AG in Germany and other countries. Crossgate is an SAP company. All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary. These materials are subject to change without notice. These materials are provided by SAP AG and its affiliated companies ("SAP Group") for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. February 7,