SAP CRM
SAP CRM Marketing: Campaign Management, Lead Management
SAP CRM Sales: Sales Planning, Sales Order Management:
Sales: Opportunity -> Inquiry/Quotation -> Contract -> Order
SAP CRM Service: Service Order Management : Complaint -> Service Request
Advantages: Improve customer service, Assess and motivate employees, Optimize Organization,
Reduced expenses,Effective processes, Improved turn-around-time.
Definitions:
1. 1. SAP CRM Marketing: The Marketing module helps you introduce a new product to existing and new customers and
engage them through campaigns.
After we identify a prospective customer (i.e. lead) group that would be interested in the product,
we can automatically convert the prospect to an opportunity.
We can use the Sales module to create the opportunity and generate a sales quotation for the customer.
If the customer agrees with the quotation, we can then create a sales order.
1. 2. SAP CRM Marketing: Using Segmentation tool, we can identify customers with similar interests and attributes
and form customer segment groups or customer groups and the process of grouping is known as Segmentation.
for e.g. working class, students or retired people.
With Segmentation we can create more effective marketing campaigns and we can address
the needs of customers better. It also helps in gathering data for analysis purpose.
3. SAP CRM Marketing: The Marketing programs, activities that are plan, run and tested to generate awareness
among potential customers are defined as Campaigns. We can create campaigns to promote a product or
service to your customers. These marketing activities include identifying customers, drafting the information
we want to communicate and selecting the medium to transfer the information.
We can run campaigns by using telephone, advertisements, e-mail or SMS.
Apart from promotion of product,we also get feedback from customers.
4. Organizational Data: represents Internal view of organization
As we have in ECC, Sales structure: Sales Organization, Distribution channel, division
CRM side, we have Organization attributes:
Sales Organization, Sales office, Sales Group, Service Organization
General attributes:
Country, Division, Distribution channel, Postal code, Region.

3. 5. Business Partner: contains relationship mapping:
• Employee, Vendor, Customer, associated parties
• Can be an individual or organization
• Sold-to-party, Ship-to-party, Bill-to-party, Payer
• Contact Person, Employee/Personnel responsible or (Field Sales Representative).
• A Contact/Prospect may or may not be a Customer.
• 
4. 6. Territories: Reflects Market View of an organization
• are defined w.r.to business unit, business partner, product, field sales representative, region, country
• Territory Management can be used to distribute or classify data correctly.
• Reporting is done on Customer/Product/Region.
• Reporting is also done on ORU/MRU(Organization reporting unit or Management reporting unit – structure or hierarchy).
7. Master data: e.g.
Organizational mapping data, Territory information, Region information , Business Partner Information, Material or Product, Address, Region
Territory(0CRM_TR), Business Partner(0BPARTNER), Business Partner: CRM Sales View (0CRM_BP_SAL),
Sales Office(0CRM_SALOFF or 0SALES_OFF), CRM Sales Group(0CRM_SALGRP), Region(0Region),
Organizational Unit(0ORG_UNIT or 0CRM_SALORG), Product(0CRM_PROD), Prospect(0CRM_PROSPE),
Origin Opportunity/Lead(0CRM_SOURCE).
Transaction data: e.g. Sales data, Stock data, Billing, Deliveries .
Tables: CRMM_TERRITORY, CRMM_TERRITORY_T.
thanks & regards,
Vikas
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