This lesson explains the functionality in SAP CRM Marketing Planning and Campaign Management using an integrated case study.
After completing this lesson, you will be able to:
Describe the processes within SAP CRM Marketing Planning and Campaign Management using an integrated case study.
Explain how to create and launch a marketing campaign.
Case study: SAP CRM Marketing
Our company wants to sell more notebooks to a specific group of customers. As the Marketing Manager, you are responsible for creating and executing a campaign. At the same time, we want to present a new product line to a specific target group. We get in touch with business partners, who provide feedback and let us know how interested they are in the new product line. Business partners who do not answer will be called at a later date.
Integrating SAP CRM Marketing
Marketing functions are highly integrative:
Before execution, you define key figures and carry out scheduling (integration with BI). You may also have to check whether it is possible to manufacture and deliver the promoted goods (SCM integration, usually used for Trade Promotion Management).
You are particularly interested to know how successful your campaign was:
What do the sales department's figures look like?
How many contracts were awarded as a result of your campaign (BI integration)?
And of course you want to have an overview of your costs (ERP integration).
Marketing Element Definitions
Marketing plans and campaigns are the elements of a hierarchically built marketing project.
A marketing plan is used for strategic marketing planning, that is, for planning a concrete marketing concept. This way budgets and deadlines are taken into consideration. A marketing plan could form, for example, the basis for next year's costing in the Marketing department. It is a management tool.
You can use any number of marketing plan elements to structure a marketing plan in the form of a hierarchy. You can assign one or more campaigns to each marketing plan. Campaigns:
Campaigns serve operative marketing planning. They describe actions that are carried out, for example mailing actions, product promotions, and telemarketing. Criteria such as target groups, products, documents, people responsible, and the budget are defined in the campaign for these activities.
Campaigns are used for operative marketing planning and execution.
Campaigns can be broken down into campaign elements.
You can only assign campaign elements to campaigns.