SAP Cloud Reference Systems. Scenario Outline. Marketing-to-Opportunity

Transcription

1 SAP Cloud Reference Systems Scenario Outline

2 Content Scenario Overview Business Scenarios in a Reference System Introduction Typical Usage Process Illustration Usage Example 1: Creating and Executing Campaigns Usage Example 2: Creating Leads Usage Example 3: Creating and Developing Opportunities 2012 SAP AG. All rights reserved. 2

3 Scenario Overview Business Scenarios in a Reference System Introduction Typical Usage

4 Business Scenarios in a Reference System In a Reference System, you can experience how a business scenario meets specific requirements of a typical midsize company. For hands-on experience, you can take advantage of the business scenario document, which guides you through the process with detailed step-by-step instructions. The following slides outline and illustrate the individual process steps of a business scenario as it has been realized in the model company Almika SAP AG. All rights reserved. 4

5 Introduction Scenario Introduction The scenario covers all aspects of presales activities. You can create target groups and campaigns, create leads, access complete account information, categorize leads according to their potential value for your company, and manage opportunities. The scenario helps your company to track all the important information of an account and to react much faster to account inquiries. This leads to a faster and more efficient and tracked presales cycle. Business processes that are fundamental to the business scenario include: Campaign Management provides companies with a complete marketing campaign process from planning to execution. Leads Generation is used to document promising leads, the user can search and list leads, monitor their status or expiry date and qualify or edit selected leads. Account Management involves any interaction with this account or an existing account can be controlled and centrally managed in the Account Management work center throughout the entire account lifecycle 2012 SAP AG. All rights reserved. 5

6 Typical Usage Creating and Executing Campaigns This business process enables you to create a target group based on queries of your customer and prospect database. The search results can be added to your new target group. The business process also enables you as a marketing employee to create a campaign, assign the newly created target group, and select a campaign type. Creating Leads This business process enables you to create a lead as a follow-up document of a campaign response. The lead can also be created without any preceding document. A lead is used to qualify a business partner's interest in a particular product or service, with the aim of both establishing and then subsequently influencing this interest. Creating and Developing Opportunities The business process enables you to create an opportunity as a follow-up document to a lead. It facilitates a proactive approach to closing sales and provides sales employees with a comprehensive view of an opportunity from when it is first created. Opportunity management also allows sales to manage opportunity-related activities effectively, as well as maintain and track opportunities SAP AG. All rights reserved. 6

7 Process Illustration Usage Example 1: Creating and Executing Campaigns Usage Example 2: Creating Leads Usage Example 3: Creating and Developing Opportunities

8 Creating and Executing Campaigns (1 of 2) Process Role Work center Form Financial Posting Define and Maintain a Target Group Edit a Target Group View Response Options Create and Execute a Campaign The Representative creates a new target group for all A-accounts in the United States; the target group will be assigned to an upcoming letter campaign. The Representative checks whether all members can be contacted, in this case, by the communication channel type letter. The Representative edits the previously created target group by manually adding a customer account to the target group. The Representative checks again to ensure that all members can be contacted and saves the target group. The Representative views the three response options (positive, neutral, and negative) which will be later assigned to a campaign. The Representative creates a letter campaign using the previously created target group as a basis. The Representative executes the campaign. This triggers the target group Excel download, which provides communication data such as e- mail, telephone, fax, and response codes for each target group member. Representative Representative Representative Representative 2012 SAP AG. All rights reserved. 8

9 Creating and Executing Campaigns (2 of 2) Process Role Work center Form Financial Posting Capture Campaign Responses Check Campaign Responses The 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 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. Representative The Representative wants to see how successful the campaign was, so they view the Campaign Fact Sheet for campaign responses key success figures such as: Responders Total Number of Responses Response Rate % Non Responders Representative 2012 SAP AG. All rights reserved. 9

10 Creating Leads Process Role Work center Form Financial Posting Create and Handover a New Lead Qualify and Accept a New Lead The Representative creates a new lead. From the new lead, they create a corporate account with details such as name, address, and contact information. They also activate a duplicate check to see if there are existing corporate account entries. The Representative also creates a new contact for the lead. The Representative can determine if the lead is cold, warm, or hot by contacting the lead main contact person. This particular lead is qualified as hot, but the Sales Representative will further qualify it in the following step. Representative Before the Sales Representative accepts the lead, they meet with the prospect to confirm their interest. During the appointment, the prospect shows interest, so the Sales Representative accepts the lead. Representative 2012 SAP AG. All rights reserved. 10

11 Creating and Developing Opportunities (1 of 2) Process Role Work center Form Financial Posting Create an Opportunity from a Lead Manage an Opportunity Plan and Track Sales Activities Monitor the Opportunity pipeline After the customer visit, the Sales Representative creates an opportunity from the previously created lead since the prospect showed real interest in purchasing products/services. New Business The Sales Representative adds details to the opportunity such as additional products, product quantities, sales phase, expected value, and competitors. The Sales Representative also assigns a campaign to the opportunity. This will help measuring the success of the campaign. 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 defining the required sales activities that have to be performed in an opportunity sales cycle. Sales Representative Sales Representative Sales Representative New Business New Business The Sales Representative wishes to view their open and in process opportunities to determine monthly targets, see which prospects should be targeted, and determine where sales need to be generated. 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. Sales Representative New Business 2012 SAP AG. All rights reserved. 11

12 Creating and Developing Opportunities (2 of 2) Process Role Work center Form Financial Posting Finalize an Opportunity The Sales Representative selects the newly created opportunity and changes the status to won. The status of the opportunities will appear in various reports. Note: The won opportunity can be converted to a sales quote or sales order depending on the customer request. View the Document Flow The Sales Representative views the document flow for the won opportunity which displays a complete list of business transactions related to the opportunity. Related Scenarios: Order-to-Cash (Sell-from-Stock) Order-to-Cash (Specified Products) Order-to-Cash (Third Party Order Processing - Material) Order-to-Cash (Standardized Services) Order-to-Cash (Project based Services) Sales Representative Sales Representative New Business New Business 2012 SAP AG. All rights reserved. 12

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