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Marketing Business Scenario
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Business Scenario Maps
Campaign Management
Lead Management
Key Performance Indicators
Campaign/Event Cost Revenue Ratio
Time to Market
SAP Best Practices
Available preconfigured scenarios in SAP Best Practices for High Tech OEMPartner Opportunities
Partner Opportunities in High Tech - Business, Medical & Consumer OEMs
OEMs need to manage & automate end to end marketing functionality including planning, budgeting, executing, and measuring. SAP provides the tools you need to handle marketing planning, campaign management, e-marketing, lead management, marketing analytics, customer and installed base segmentation. It eliminates complex integration issues by providing everything you need to track and analyze customer relationships, from order placement to shipping and billing. Marketing Planning allows organizations to plan all marketing activities from budget planning to expected returns and apply it to plan and optimize marketing processes. Customer Segmentation allows for the automatic creation of highly targeted segments at the customer, partner, organizational, prospect, or group level , installed base or product level without IT intervention. By dividing your market into specific segments, you can provide more personalized and therefore more attractive product and service offerings.
more...
Campaign Management enables marketing professionals the ability to design, execute, coordinate, and monitor all marketing initiatives. Companies can create targeted, personalized campaigns across all communication channels, including direct sales, call centers, mail, email, fax, Internet, and mobile devices. They can also monitor enterprise-wide profitability at the program, product, customer, and partner levels Lead Management is designed to automate the initial pre-sales process, freeing up your sales department to focus on the most valuable prospects and opportunities. Personalization enables the right product and offer to be presented to the right person. Cross-sell and upsell capabilities are available to ensure that the most value can be derived from each and every customer interaction. Analytical content and applications allow the measurement, prediction, planning and optimization of customer relationships, supporting the analysis of customer interactions, business processes and market opportunities which can then be applied to improving all customer facing operations, such as understanding how well programs and campaigns are performing, as well as customer preferences, market channels, market trends and competitors which can be used to refine plans and for more sophisticated segmentation. Predictive capabilities will also help uncover hidden patterns that can be used to anticipate risks and opportunities.
Business Goals & Objectives
Increasing Revenue
Develop new markets
Efficient campaign planning and management
Gain market share
Maximize profitability by customer
Maximize profitability by product
Business Processes
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Brand Planning |
Brand Planning enables Brand managers and marketers to monitor the success of a brand and to plan activities for the success of a brand accordingly.
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This process is supported by the following SAP and/or partner offerings
SAP NetWeaver
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| Brand Equity Analytics |
Brand Equity Analytics includes research to support new branding initiatives as well as measuring brand performance, or positioning and revitalization of established brands according to different KPIs. This includes measurements around brand equity as well as measuring other intangible value characteristics for the brand.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Marketing Planning and Budgeting |
In this process, you plan how you wish to distribute the budget for your marketing plan.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Campaign Planning and Execution |
Coordinates and monitors all initiatives, to ensure shortened planning and development cycles, and streamlined process with an adherence to the Business Process.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Predicting Customer Behavior |
You can use this business process to uncover patterns in customer behavior such as buying and churn behavior and deploy these insights to make predictions about future customer behavior. You can use the data mining methods Scoring and Decision Tree.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Product Proposals |
You can use this business process to define product proposals for particular target groups or marketing profiles, meaning that the relevant product proposals are only used if the business partners selecting the product(s) belong to the given target group or match the relevant marketing profile defined in the rule.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Segmentation |
Segmentation preparation
is a process that is generally performed by the database manager.
This forms the foundation for business partner segmentation in the
Segment Builder (that is all required attributes are created with
the corresponding attribute values and data sources).
This allows the creation
of highly targeted segments of the customer, partner, organization,
prospect, or group level, or installed-base information. By
dividing marketing into different segments, users can provide more
personalized and therefore more attractive product and service
offerings based on customers' existing installed-base
information.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Campaign Monitoring and Analysis |
Validates, measures, and allows refinement of campaigns to maximize effectiveness through monitoring analysis, available during and after execution.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Customer Satisfaction and Loyalty Analysis |
Uses a customer survey to determine how satisfied customers are with the products and services offered by the company, and how loyal they are to the company.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Competitor Product Analysis |
Allows a sales employee to search for competitors‘ products corresponding to his firm’s own products in the opportunity, and transfers these competitors‘ products with special indicators to the opportunity. Provides an overview of the firm’s own products and of all related competitors‘ products in the opportunity for the competitor analysis.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| Lead Processing |
This process enables manual and automatic qualification of leads to set the lead qualification level. Lead processing also includes the creation of orders-on-behalf or own orders from a lead.
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This process is supported by the following SAP and/or partner offerings
SAP Marketing Management for High Tech
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| SAP Product Available |
 Partner Product Available |
 SAP Product Available with Future Releases |
 Partner Product Available with Future Releases |
 Future Focus |
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