Lead Management: Getting Started Product Proposals

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Lead Management
Getting Started Product Proposals
Marketing Planning &

Personalized Forms
Campaign Management
Key Figure Planning &

Campaign Execution
Closed Loop Data Flows
Business Partner
Lead Management
Segmentation
ã SAP AG 2001
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Contents / Objectives
Contents
l Lead generation
l Lead qualification
l Lead transfer from Marketing to Sales
l Lead reporting
Objectives
At the end of this unit, you will be able to:
l Generate and qualify Leads
l Integrate Leads into the sales process
l Understand how Business Workflow automatically supports the
transfer to sales team
l Explain Lead reporting
ã SAP AG 2001
Business Scenario
l As a Lead Manager of IDES Inc. you want to generate

and qualify Leads to increase sales revenue.
l As a part of the Lead Management process you first
need to generate Lead information about your
Business Partners (either prospects or known
customers) gathered across all interaction channels
(Web, Phone, Fax, E-mail, Mobile, Face-to-Face).
Two basic scenarios can be identified: outbound and
inbound.
l After Lead generation, Leads may be qualified in
different levels (e.g. hot, warm, cold) and transferred
from marketing to sales as new opportunities for
further follow-up.
l Finally Lead Reporting
ã SAP AG 2001
Lead Management: Definition and Integration
Lead Management is designed to automate the initial

pre-sales process, freeing up the sales department to
focus on the most valuable prospects and opportunities.
Lead Management covers the following individual processes

and functions:
l Lead Generation
l Lead Qualification
l Lead Reporting
Integration to:
l Channels ( CIC, Internet, Mobile, 3th Party )
l Opportunity Management
l Activity Management
l Business Information Warehouse (BW)
ã SAP AG 2001
Business Process Overview
3rd Party
(e.g., D&B) Mobile Web Tele
Status Process
Business Lead Gathering
Partner and Targeting
Cold
Lead Warm Lead Qualification
Hot
Qualified Lead Qualified Lead
D
C
Opportunity B Sales Pipeline
A
Customer Selling,
Analyze, Contracting
learn, grow
customer
ã SAP AG 2001
Definition: Lead in mySAP CRM
Lead is a transaction in mySAP CRM system, not a prospect!
A lead is used to describe , store , update and manage the

potential interest of a business partner (in certain
timeframe and for a specific product)
Leads can be connected with : Basic Lead Information:

l Business Partner: l Status
customer or prospect l Origin
l Organizational Model l Lead Group
l Activities l Priority
l Texts l Qualification Level
l Documents l Campaign
ã SAP AG 2001
Lead Management: Overview Screen
LOCATOR
WORKAREA
ã SAP AG 2001
Lead Generation (1)
Inbound
l A Business Partner or prospect could get in contact across various
channels (e.g. Email, Fax, Phone, Face-to-Face).
Leads can be created manually by different employees
( CIC employee, Lead Manager, Lead Qualifier).
Outbound
l Lead Generation via activity management
® Leads can be generated via activities either directly or
via CIC based on a call list.
l Lead Generation directly via Marketing Campaign
® Leads are directly created by system and sent to the relevant
employees for qualification
l Lead Generation without campaign relationship (only focusing on
specific target group)
ã SAP AG 2001
Lead Generation (2)
Lead
Lead Generation
Generation via
via
marketing
marketing campaign
campaign
Lead
Lead generation
generation
without
without
campaign
campaign relationship
relationship
Lead
Lead Generation
Generation
in
in CIC
CIC via
via
interactive
interactive scripting
scripting
ã SAP AG 2001
Lead Qualification
l “Iterative and interactive process by which leads are repeatedly

processed with a view for establishing and improving the level of
interest of a business partner“
l Qualification Level can be set by:
certain Indices using Survey tool

l Predefined questionnaire
l Lead qualifier collects all kind of
information l Single or multiple choice answer
l Last orders, activities, service l Free text
orders, products purchased etc. l Based on given answers a score
l No interaction with business is calculated
partner l Qualification level is set
l Decision based on experience automatically based on score
l Interaction with business partner
ã SAP AG 2001
Leads Qualification by Using the Survey Tool (1)
l Creation of surveys with customer specific questions

n Easy to create
n Drag & Drop function for the Q & A options
l Survey rating and scoring range

n Define rating of each question in your survey
n Define the lead status from cold to hot
Leads Qualification via Survey Tool

ã SAP AG 2001
Leads Qualification by Using the Survey Tool (2)
1 Define
Define
Lead
Lead questionnaire
questionnaire
Assign
Assign qualification
qualification
levels
levels to
2 questionnaires
to
questionnaires
3 Assign
Assign aa
questionnaire
questionnaire to to aa
transaction
transaction type
type
ã SAP AG 2001
Lead-to-Opportunity Workflow
HOT
Call Center
Agent LEAD Key Account
Manager
l SAP Standard Business Workflow in Lead Management

l Lead to Opportunity Workflow (preconfigured template available)
l System routes Hot Lead to responsible Sales Employee
l Sales Employee can either reject the lead or create an opportunity
l Automatic creation of opportunity based on lead-specific
attributes Priority and Lead Group .
ã SAP AG 2001
Lead Transfer to Sales
ã SAP AG 2001
Lead Reporting
l In CRM:
n Business Partner Cockpit
u Displays open leads by dates, priority and qualification level
n Document Flow
u Displays the interlinkages to a business transaction
l In BW:
n Comprehensive report and analysis queries
u Channel analysis
u Efficiency reporting
u Original Qualification Level Reporting
u History reporting
u Lost leads
ã SAP AG 2001
Business Partner Cockpit
ã SAP AG 2001
Document Flow in Lead Reporting
ã SAP AG 2001
Lead Reporting with the Business Information

Warehouse
Lost Leads:
Analysis of lost Leads for improving your work with the Lead. The Query
displays the reasons why the Leads were lost and what where the main
reason for the loses. If you know that reason you can try to figure out new
strategies to overcome those points.
History Reporting
Query helps to analyse and compare Leads from different time periods. The
analysis can help to see if general characteristics of the works with Leads
have changed over the correspondending time intervals.
Original Qualification Level Reporting

Query helps to analyse the grade of difficulty to transform a Lead into an
Opportunity by using the initial qualification level of a Lead. The assumption
for this query shoul be that it is more difficult to transfer a cold Lead into an
Opportunity than to transfer a hot lead.
ã SAP AG 2001
Summary
Now you are able to:
l Generate and qualify Leads

l Integrate Leads into the sales process
l Understand how Business Workflow automatically
supports the transfer to sales team
l Explain Lead reporting
ã SAP AG 2001

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This watermark does not appear in the registered version - http://www.clicktoconvert.

Getting Started Product Proposals

Marketing Planning &

Key Figure Planning &

l As a Lead Manager of IDES Inc. you want to generate

Lead Management: Definition and Integration

Lead Management is designed to automate the initial

Lead Management covers the following individual processes

Business Process Overview

Definition: Lead in mySAP CRM

Lead is a transaction in mySAP CRM system, not a prospect!

A lead is used to describe , store , update and manage the

Leads can be connected with : Basic Lead Information:

Lead Management: Overview Screen

Lead Generation (1)

Lead Generation (2)

l “Iterative and interactive process by which leads are repeatedly

certain Indices using Survey tool

Leads Qualification by Using the Survey Tool (1)

l Creation of surveys with customer specific questions

l Survey rating and scoring range

Leads Qualification via Survey Tool

Leads Qualification by Using the Survey Tool (2)

l SAP Standard Business Workflow in Lead Management

Lead Transfer to Sales

Business Partner Cockpit

Document Flow in Lead Reporting

Lead Reporting with the Business Information

Original Qualification Level Reporting

Now you are able to:

l Generate and qualify Leads

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