Professional Documents
Culture Documents
CRM - Marketing Planner: Mario Wolff
CRM - Marketing Planner: Mario Wolff
Marketing Planner
Overview
Presented by
Mario Wolff
July 26th 2001
Agenda for Today
Introduction
Summery
Introduction
Summery
Introduction
Summery
• Marketing Planning
• Prepare • Lead Generation
• Analyze • Qualification of
• Realize opportunities
• Verify
• Account Planning
• Relationship Management • Develop understanding
• Monitoring Customer • Solution
Engagement activities • Prove capabilities
• Continuous Customer Care • Justification
• Agreement
• Project Preparation
• Business Blueprint
• Realization
• Final Preparation
• Go-Live and Support
8. FY Tracking & Reporting - Regional KPI & Budgets: plan vs. actual Rollup
Actual
Figures
MS
Project SAP CRM SAP SEM
o u l d be ...
sto r qu estions c
In ve
What is the cost per lead in a given campaign?
How long does it take from a contact to an exected lead?
Is the cost per lead for e-marketing campaigns different from event
campaigns? And if so, is that true in all regions?
Do I have a better conversion rate from leads to opportunities for e-
marketing campaigns vs. event campaigns?
What have I spent already on this one opportunity - including all the lead
costs?
Am I still in budget with all my event campaigns?
Introduction
Summery
Marketing plan
Set of marketing objects, belonging to an organization, having the overall goals,
objectives and KPI‘s assigned e.g. SAP marketing plan US 2001, SAP corporate „big
five“ plan 2001
Campaign
collection of tasks (campaign elements) to accomplish a goal, (e.g. to generate
leads)
Example for campaigns are SAPphire Lisbon campaign; CRM campaign 2001....
Target group
A set of individuals as a result of a selection or an upload of external addresses. This
cluster of addresses serves as a basis for the execution of campaigns.
...
R/3-Integration Who
Who
Target group
Who
Contact channel/person
How
Personalized script/email
Marketing plan
Campaign
Campaign element
Target group
Product catalog
Document / URL
C Telephone
you just need to track on campaign level how many (email and telephone)
cantacts you had:
you can represent the waves as campaign elements
C
C E-mail
C Telephone
Structure
Tree: Marketing Plans and Camapigns
When developing a hierarchy, a key that identifies a Marketing
Object should be applied called Marketing Object Identifier.
The Naming Convention for SAP follows this logic…
CRM-US01-CRM-XXXXXXXXXX
System of Use
Region or
Country/Fiscal
Year
Sector/ 3 Initials
Free text/#
System Demo!
MS
Project SAP CRM SAP SEM
User defined
Profils for
different view
on KPI‘s
(Layouts)
Data Column
KPI‘s
Lead Column
Marketing
plan/campaign
Maintain
Plan KPI‘s
Expand &
colapse
Hierarchy
System Demo!
MS
Project SAP CRM SAP SEM
Transfer to R/3
Marketing
plan /
campaign
needs to be
released
befor
transfering
Choose the
right Profile
„CRMUS08“
Project Definition
Financial
Information
CO-area
Comp.Code
Plant
Currency
MS
Project SAP CRM SAP SEM
Create
Purchase requisition
Material
Service
General
Invoice