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Recommended Staffing for SAP Marketing Cloud

Recommended Staffing for SAP Marketing Cloud

SAP Marketing Cloud’s recommended project delivery framework  is based on SAP Activate which leverages progressive elaboration, iterations, and phased delivery techniques to build the solution. SAP Marketing Cloud implementation projects, like all technology projects, rely on having a team of skilled and knowledgeable people with the right attitude to be successful. This guide will help you to build that team.


Table of Contents



Recommended Project Roles  



Below is an overview of the various roles which make up your implementation team. Some of the roles, especially those which require particular skills, knowledge or experience levels which are not available within your organization, may be sourced from an external party such as one of SAP's implementation partners or SAP Customer Experience Services. Further, the role titles vary by company and may not map neatly to your teams; some roles may be taken on by one or more people in the team, and some team members may hold several roles. Please keep in mind that this is not an exhaustive list, and there are many factors which can affect the team structure of your project.


Role

Typical Responsibility

Typical Sourcing Strategy

Project Sponsor

  • Is the project owner and business champion
  • Is the escalation contact
  • Determines the objectives and success criteria
  • Controls the overall budget and schedule
  • Ultimately approves any critical decisions and go/no-go
  • Provides strategic direction 
  • Chairs the steering committee meetings
Internal team

Project Lead

  • Manages resources, schedules, objectives, goals and overall project maintenance
    • Manages budget and staffing
    • Manages scope in alignment with the statement of work
    • Allocates the appropriate subject matter experts for the key roles on the project
    • Ensures that Quality Assurance and training activities are on track
  • Is responsible for reporting and time tracking 
  • Is the first-level escalation point
  • Reports to the steering committee
  • Manages the change management process
Internal team, complimented with Partner/SAP project lead

Marketing Technology Consultant

  • Integrates the solution with other entities by leveraging SAP Cloud Platform Integration (SCPI), all available inbound and outbound APIs and SAP recommended practices
  • Is responsible for optimal usage and configuration of SAP Marketing Cloud Profiles including APIs.
  • Creates and adapts iFlows
  • Is responsible for the enhancement of SAP Marketing Cloud's data model
  • Verifies that the technical configuration of SAP Marketing Cloud is in line with the agreed architecture
  • Implements Business Add-Ins (BADIs) using simplified ABAP (Advanced Business Application Programming)
  • Is responsible for configuring the SCPI Adaptor for Data Loads
  • Supports the configuration of the enhancements using the Cloud Extensibility Tool
  • Acts as steward for marketing data
  • Serves as the technical lead for the project team
Partner/SAP, with internal team member ramp-up plan

Marketing Analytics Consultant

  • Supports the team in gathering the correct business requirements to build the necessary reporting models 
  • Is responsible for test reporting and solution validation 
  • Provides knowledge transfer of Analytics Cloud capabilities
  • Is responsible for building reporting views and stories against the reporting project scope
  • Is responsible for unit test support
Partner/SAP, with internal team member ramp-up plan

Marketing Business Consultant

  • Is responsible for gathering customer requirements, scoping, solution validation, assisting with testing, cutover, and go-live support 
  • Sets up a fully functional quality (Q) system to deliver the agreed scope through system configuration, for example:
    • Segmentation
    • Contacts
    • Accounts
    • Segmentation
    • Recommendation
    • Lead Management
  • Conducts business workshops and translates business scenarios into technical work items
    • Conducts fit-to-standard workshops
    • Conducts scoping and implementation road map workshops in larger programs
  • Knows all functional aspects of SAP Marketing Cloud
  • Provides handover for training and knowledge transfer 
  • Serves as the functional lead for the project team
Partner/SAP, with internal team member ramp-up plan.

IT Master Data Lead

  • Executes and validates data loads
  • Participates in workshops to highlight requirements
  • Tests the solution
Internal team

Marketing Technology Director

  • Owns the solution design and architecture for Marketing Technology solutions
  • Is accountable for developing the marketing technology solution strategy and implementation/execution road map
  • Is responsible for marketing technology solutions for core capabilities related to View of Consumer, Multi-channel Marketing, Social Engagement, and Marketing Analytics
  • Manages any changes to the current solutions/tools, enhancements, and/or process and technology improvements
Internal team
Digital Marketing Director
  • Is responsible for digital marketing (SEO, content, e-mail marketing, search, social media, and more)
  • Manages digital marketing channels (for example, websites, blogs, e-mails, social media, and more)
  • Owns the marketing process
  • Approves marketing plans, budgets, and KPIs
  • Owns the multi-channel digital campaigns (e-mail marketing, paid search, paid social, display, SEO, retargeting) 
  • Plays a key role in reviewing technology to enable improved tracking, attribution, audience segmentation, and reporting.
Internal team

Initial Admin

  • Creates the first business role and first business user
  • Has system access in case of emergency
Internal team

System Admin

  • Creates employees
  • Creates business roles
  • Creates business users 
  • Participates in workshops to highlight requirements that may impact project timeline, scope, quality, and cost
  • Tests the solution
Internal team

Marketer 

  • Is the subject matter expert 
  • Creates marketing assets
  • Executes the marketing process
  • Represents the marketing team’s scope and capabilities
  • Tests the solution
  • Onboards and trains to run day to day marketing
Internal team, could be outsourced as part of agency operations

Organizational Change Manager

  • Oversees the business transformation of implementing a new solution
  • Creates change plans and communicates to impacted parties
  • Transitions from change to operations
Outside consultant or other internal team resource in order to avoid organizational bias

Customer Engagement Executive

  • Is the main point of contact for all things related to:
    • Licensing
    • Services
    • Maintenance & Support
    • Escalations
    • Events such as user community meetings
  • Participates in steering committee meetings
SAP, and some partner organizations

Trainer

  • Executes marketer and marketing management training
  • Participates in testing activities
SAP, with internal team member ramp-up plan. (Train-the-Trainer approach)
Other Steering Committee Members
  • In many organizations, the steering committee for the project is composed of additional roles which can provide guidance and oversight but may not actively contribute to the project. For example, IT Director, head of sales, enterprise architect, and more.
Internal team


Project Team - RACI Matrix



Above image : Responsible, Accountable, Contributor, Informed (RACI) outline


A RACI matrix is the technique adopted to identify functional areas, key activities, and decision points where ambiguities exist and then to clarify them. The approach enables the project team to actively participate in the process of systematically describing activities, decisions that have to be accomplished, and to clarify the responsibility that each play in relation to those activities and decisions.  


Description of RACI Roles

Letter

Role

Description of Role

R

Responsible

Those who do the work to achieve the task. There is at least one role with a participation type of responsible. Although others can be delegated to assist in the work required, they will be identified as Contributor, not Responsible.

A

Accountable

The one ultimately answerable for the correct and thorough completion of the deliverable or task, and the one who delegates the work to those responsible. There must be only one accountable specified for each task or deliverable.

C

Contributor

Those who provide inputs and typically are the subject matter experts; and with whom there is two-way communication.

I

Informed

Those who are kept up-to-date on progress, often only on completion of the task or deliverable; and with whom there is just one-way communication.


The RACI matrix below is an example inspired by an SAP Marketing Cloud implementation project where an SAP partner is implementing SAP Marketing Cloud, and where the customer also purchased a Value Assurance services package from SAP.

Phase

Task

Client Team

SI Team

SAP Team

Prepare Conduct cloud planning workshop A C R

Explore

Define business scenarios

A

R

C

Define data sources

A

R

C

Define data model and API enhancements

A

R

C

Configure marketing configuration permissions in compliance with internal policies

A

R

C

Realize




Plan sprints (setting goals, defining backlog, identifying deliverables, and more)

I

A/R

C

Configure (profiling, segmentation, campaigns, business roles, ...) the solution according to scope and sprint backlog

I

A/R

C

Customize (create custom integration packages) the solution according to scope and sprint backlog

I

A/R

C

Demonstrate sprint results during a sprint demo

I

A/R

C

Validate the sprint result through user testing

A/R

C C

Deploy

Train the end-users

A/R

C

I

Create and execute campaign warm-up plan A/R I C


Martech Operations Team - Recommendations

Many of the roles above may carry on their functions after the project has been concluded as part of the IT, marketing or martech team's business-as-usual functions. There are three key roles for which SAP recommends investment in order to adopt and expand your use of SAP Marketing Cloud capabilities. These are the Marketing Analytics consultant, the Marketing Technology consultant, and the Marketing Business consultant whose typical responsibilities are described above. These three roles, working together, will allow you to maximize the potential of your marketing automation solution. As you can see in the diagram below, there are overlaps between the roles. This helps to ensure that each role remains in alignment with the others and that they operate in a collaborative, cooperative team.



Conclusion

The resource role recommendation above serves as a guideline and allows you to see which roles are typically required for a successful SAP Marketing Cloud implementation project, based on SAP's recommended project delivery frameworkDepending on the organization and the complexity of the project, some roles may not be applicable or in certain cases, additional roles that are not listed here are required. In a larger program that includes multiple solution implementation projects, some of these roles can be shared. You can refer to  Overall SAP C/4HANA Project Framework  for information. 

SAP Customer Experience Services offers several packages which can help you to build or adjust your project and provide deeper recommendations.  The Project and Operations Guidance service is typically used before a project is kicked off, or early enough in the process that the cost of change is minimized.  The Project and Operations Review service allows you to have an external view of a project in flight and make recommendations that could help bring the project back on track, or align your plans to initiate the next phase in your program.  SAP Model Company for Marketing Cloud is a service offered by SAP which utilizes the roles above to help customers achieve their marketing objectives by delivering predetermined scope packages based on common marketing line-of-business requirements. 

Be sure to consider these factors when organizing your team; whether you are implementing SAP Marketing Cloud on your own, with a partner, or with SAP Customer Experience Services.