SAP: Tying Marketing, Sales, Service, andProfitability Together

SAP is the fastest-growing enterprise CRM provider in the market today,providing collaborative e-businesssolutions for all types of industries and for every major market.

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Of all the CRM solutions available today,only one immediately integrates with all ofyour existing business processes. Only onehas the power to immediately link yourcompany’s entire e-business ecosystem.And only one is backed by decades of expe-rience in your industry – mySAP™ CRM.

By dramatically improving your ability tointeract with your customer at every stageof the relationship, from initial marketingcampaigns to after-sales service and sup-port, mySAP CRM can help your companyincrease sales, improve profitability, buildmarket leadership – and delight your cus-tomers, employees, and shareholders.mySAP CRM is unique in the breadth of itsoffer – from operational CRM, which sup-ports ongoing interactions with your cus-tomers and suppliers, through analyticalCRM, which enables better planning andmanagement, to collaborative CRM, whichallows greater responsiveness to your cus-tomers and drives efficiencies throughoutyour supply chain. At the same time,mySAP CRM provides an open, adaptable,and user-friendly solution that’s easy foryour people to learn and use. And throughits role-based enterprise portal, it deliversexactly the information and services thateach user needs.

Build a More Customer-CentricOrganizationmySAP CRM eliminates the boundaries that stand between you and your customers,and drives value into every area of your e-business network.

At the marketing, sales, and service level,mySAP CRM gives your people the real-timeinformation they need to execute targetedmarketing campaigns, increase sales, anddeliver prompt, superior-quality service –whether by phone, fax, Internet, or face-to-face. mySAP CRM also works with today’smobile devices, including Web-enabled cellphones, laptops, and handhelds. So it helpsyou build customer and partner relation-

ships that last a lifetime.At the operational level, mySAP CRM

helps you plan and monitor marketing cam-paigns, coordinate budgets, perform cus-tomer segmentation, identify decision mak-ers, track sales, react quickly to marketchanges, manage contracts – and much more– so you can deploy your sales and marketingresources for maximum impact.

At the executive level, mySAP CRM sup-ports better planning by providing flexiblemanagement reports and balanced score-card analysis on every aspect of your cus-tomer relationships so you can continuallybuild a customer-driven culture throughoutyour e-business ecosystem.

Beyond your company’s walls, mySAPCRM ensures that your business partnersshare critical information on sales forecasts,order flow, and delivery schedules so thateveryone in the demand chain workstogether toward the goal of complete cus-tomer satisfaction.

A Unique Level of IntegrationBefore you consider a CRM solution, ask theprovider how it will share information withyour other e-business systems. Too often,standalone solutions require costly retro-fitting without providing the capability forconvenient, real-time management of allyour customer data.

With mySAP CRM, integration and masterdata management are native, not added. Asa result, it blends seamlessly with your com-pany’s overall e-business platform, givingyou complete control and visibility to cus-tomer data, regardless of its source. Thatmeans it allows your staff to work with real-time customer information, enhancing thequality of service and cross-selling opportu-nities. And it establishes a seamless flow ofcustomer information to and from yourcompany’s e-business platform, including e-selling, e-procurement, supply chain man-agement, strategic enterprise management,financial management, and human re-

sources. It’s a critical difference that makesmySAP CRM more valuable, cost-effective,and profitable.

Designed for Your Industry,Customized to Your CompanyWith nearly 30 years of experience in meetingthe needs of specific industries, SAP offers tai-lored CRM solutions for the following markets:

Aerospaceanddefense,automotive, bank-ing, chemicals, consumer products, engi-neering and construction, financial serv-ices providers, health care, high tech,higher education and research, insur-ance, media, mill products, mining, oiland gas, pharmaceuticals, public sector,retail, service providers, telecommunica-tions, and utilities.

In addition, mySAP CRM can be easily cus-tomized to the special requirements of yourcompany and the individual preferences ofeach user. It’s a flexible, scalable, modularsolution that grows with your business.

Faster Return on CRM InvestmentmySAP CRM is a sound investment in yourcompany’s future, delivering a faster returnon investment in several important ways.First, it enables your company to buildstronger, real-time relationships with cus-tomers, for higher sales and profits. Second,it eliminates manual processes and seam-lessly connects your demand chain andsupply chain, reducing overall customerservice and fulfillment costs. Third,unlike

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standalone CRM solutions, mySAP CRMarrives ready for immediate integration –through its native-design and open archi-tecture – so overall system-acquisition costsare lower. And fourth, while other CRMsolutions operate from a separate databasethat must be continually updated, mySAPCRM operates from the same core customerinformation as your company’s other sys-tems. By connecting the back office withthe front office, your total cost of ownershipis lower.

Customer Lifecycle SupportMy SAP CRM facilitates closed loop customerinteractions through all phases of the cus-tomer interaction cycle.

Customer EngagementMarketing AnalyticsUse a wide range of advanced tools to ana-lyze customers, segments, competitors, mar-ket channels, trends, profitability, and third-party market data. Plan, structure, andbudget your market plans down to the lastdetail. Identify your most profitable cus-tomers, quickly gather and analyze data onproducts, sales, territories, and competitiveactivity using built-in analytical functionsfrom mySAP Business Intelligence. Then,monitor actual performance as plansbecome reality.

Campaign ManagementCreate targeted, personalized campaignsacross all customer channels, includingdirect sales, call centers, mail, email, and theInternet. Build telephone and email contactlists. Prepare and distribute interactive tele-marketing scripts. And monitor profitabilityat both the program and customer levels.

TelemarketingTake advantage of the integrated analyticalfunctions of mySAP CRM to segment your cus-tomer base, qualify leads, manage your calllist, and monitor campaign progress.

E-MarketingImplement and execute personalized, real-timemass-marketingcampaigns overtheWebby identifying,attracting, and differentiatingtarget prospects, and then interacting.

Lead ManagementGather, qualify, distribute leads, and deliversales opportunities to opportunity manage-ment. Then track the progress of each onethrough the system’s closed-loop monitoring.

Business TransactionSales AnalyticsUse advanced sales analytics to measure andmanage your sales efforts, including thetrue profitability of each customer.

Account and Contact ManagementOrganize daily schedules, track all customercontacts, and build your business partnerinformation hub.

Opportunity ManagementTrack the progress of each sales project fromstart to finish. Manage sales strategies, iden-tify key decision-makers and their needs, andestimate sales volumes and closing dates.

TelesalesCreate a more effective telesales effort, bothinbound and outbound. Integrate sales infor-mation from back-office systems so that tele-sales personnel can provide personalized,accurate information to each customer.

Field SalesDeliver key customer and prospect informa-tion to field sales personnel – any time, any-where. Let your field sales team manageschedules, generate activity reports, createquotations, and enter orders using mobile andwireless devices.

E-Selling Implement a comprehensive solution for allphases of the online sales cycle, including

one-to-one marketing, catalog browsing,search, order placement, payment, contractcompletion, and customer support.

Internet Pricing and ConfigurationMake it easy for all customers and sales rep-resentatives online and offline to compare,configure, and price products.

Order AcquisitionManage all sales documents, includinginquiries, quotations, orders, and contracts.Integrate order processing with your back-office transactions in a manner that is workflow-enabled and tailored to your needs.Control product and pricing trends, calculatetaxes, and monitor your margins.

Order FulfillmentFulfillment AnalyticsConduct a supply chain and financial analy-sis to enable a greater understanding andoptimization of your fulfillment processes.

Logistics ManagementTrack and trace orders at all points alongorder management, manufacturing, and dis-tribution. Proactively notify customers ofchanges that affect delivery by allocation ofresources at the front end. Access real-timeinventory levels, production capacity, andlead-time requirements across the entirevalue network.

Credit ManagementConduct credit checks using informationabout your customer’s payment history andcredit risk analysis.

BillingLeverage information about customer con-tracts, rebates, billing status, and accounts.

Customer ServiceService AnalyticsContinually improve the quality of serviceby measuring profitability, responsiveness,

Solution Provider

Hasso PlattnerCEO, Co-Chairman, and Co-Founder of SAP AG

Henning Kagermann Co-Chairman and CEO of SAP AG

Werner BrandtChief Financial Officer

SAP America Inc.3999 West Chester PikeNewtown Square, PA 19073Phone 610.661.1000Fax 610.355.3106www.sap.com

☎ John GrahamPhone 708.836.1423john.graham@sap.com

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satisfaction levels, product reliability, and costs.Track time, expenses, and parts in real time fromthe field and within the organization with unprece-dented accuracy. Quickly determine which costsare under contract and which are billable.

Customer Care and HelpdeskGive your frontline support professionals access tothe breadth of consistent information they need toresolve customer issues quickly and efficientlywhether the contact takes place through the contactcenter, over the Internet, or in person.

Contracts and Installed Base ManagementHandle the history and details of customer installa-tions and contracts, including service level agree-ments, warranty processing, and quality monitoring.

Enterprise IntelligenceResolve service issues in a guided and interactivemanner, through the usage of sophisticated searchalgorithms and intelligent agents working on anintegrated solution database.

Field Service and Dispatch Increase customer satisfaction and reduce thenumber of service calls by maximizing the effec-tiveness of your field service personnel. Manageyour entire service operation more efficiently,including forecasting and scheduling, inventory,returns, contracts, resource allocation, quality sta-tistics, and much more. Deliver critical customerand diagnostic information using real-time wire-less communications.

• Mobile service supports the field service forceusing mostly autonomous mobile devices.

• Handheld service enables the usage of light-weight, wireless devices in an efficient manner.

E-ServiceGive your customers, prospects, and business part-ners access to dedicated information (such as prod-uct catalogs) and self-service functions (such as orderentry, solution database, FAQs, and request tracking)via the Internet. mySAP CRM also includes capabili-ties that are interwoven within the entire customerinteraction cycle. These capabilities are:

Interaction CenterBecome a leader in delivering value to customerswith a complete solution for all types of customerinteractions, whether through the call center, email,fax, Internet, or personal contact. Ensure synchro-nization across all points of customer contact throughseamless integration with all e-business processes,including supply chain planning and execution,financial management, human resources, businessintelligence, and strategic enterprise management.

Analysis and Planning• Customer analytics – Develop models of

customer behavior and retention rates, toincrease the accuracy of future programs andforecasts. Perform a value analysis to establishthe profitability and lifetime value of each customer or customer group.

• Channel analytics – Gather data on all facetsof your e-commerce and e-selling activities.Use Web Analytics to analyze customer behavior and bottom-line performance of youronline store. Improve the efficiency of yourCustomer Interaction Center and analyze itsprofitability across all channels.

Collaboration• mySAP Enterprise Portals – A personalized,

interactive gateway provides a single point ofaccess for employees, partners, suppliers, andcustomers. mySAP Enterprise Portals can beaccessed through multiple devices from any-where at any time and delivers relevance to theuser, eliminates barriers to productivity, anddramatically accelerates business throughput.

• mySAP Exchanges – Leverage the efficienciesof virtual communities by providing a collabora-tive platform to drive your business processesacross multiple software systems and value-added services. mySAP Exchanges provides theinfrastructure for virtual markets, allowing mul-tiple organizations to buy, sell, and conduct col-laborative business. Combine e-procurementwith collaborative services for trading communi-ties that reduce product development times,improve customer relationships, and increaseproductivity. ■

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