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Axel Buelow, Head of Application Services and Acting CIO, SAP AG
Learn from Experience: How SAP Runs SAP to
Supercharge CRM
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 2
Connected megatrends reshape the role of IT
Information “Big”
context
Global-
class
delivery
Extreme
behavior
Pervasive
access
* Source: 2013 Gartner Report: The Four Futures of IT and Their Implications for CIOs
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 3
SAP global IT today – Key driver for innovation at SAP
SAP runs SAP – Bringing innovation to life with 100
projects and 5% of the IT project portfolio
Best-run IT
Run better
together Innovation
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 4
Primary data
store for business
warehouse
Side-by-side New
applications
SAP Business Suite
on SAP HANA
• Sales pipeline
• Profitability analysis
• Asset accounting
• Profit-center
accounting
• SAP NetWeaver
Business Warehouse
(SAP NetWeaver BW)
powered by SAP HANA
• SAP Business Planning
and Consolidation
integrated to SAP
NetWeaver BW for
integrated Planning
• Cash and liquidity
management
• Energy management
• Real spend
• Working capital
management
• GR and IR clearing
monitor
• Cash forecasting
• SAP CRM on SAP HANA Q1 2013
• SAP ERP on SAP HANA Q3 2013
Evolution of SAP HANA – Internal adoption roadmap
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 5
SAP HANA enables new business scenarios Example 1: Profitability analysis (CO-PA accelerator in SAP ERP)
Posting in
transactional system
Upload to
reporting system
Profitability
analysis
> 26-hour
processing time Precheck
Expected iteration
for corrections
at least 4 times
Posting in
transactional system
Profitability analysis
< 4-hour
processing time
Real-time, high-
performance
reporting
Check and
corrections
accelerated
by SAP HANA
Yesterday in the life of a controller Today based on SAP HANA
Profitability analysis reduced from 26 hours to less than 4 hours even with more detail level
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 6
SAP
ERP
SAP
CRM
SAP
ERP
SAP NetWeaver
BW Data
aggregation
Specific
reports
SAP HANA
SAP Landscape
Transformation
(replication server)
Historical data
SAP
CRM
SAP HANA enables new business scenarios Example 2: Sales pipeline reporting in real time
Data latency reduced from 2 hours to seconds
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 7
SAP HANA enables new business scenarios Example 3: SAP NetWeaver Business Warehouse on SAP HANA
Yesterday based on SAP NetWeaver BW
and SAP NetWeaver BW Accelerator Today based on SAP HANA
SAP NetWeaver
BW Accelerator
SAP NetWeaver BW release xy
RDBMS
SAP NetWeaver BW release 7.3
SAP HANA
Simplified administration and dramatically improved performance with data loads and calculations
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 8
SAP HANA enables new business scenarios Example 4: New applications – environmental resource management
Real-time management of worldwide energy consumption of SAP facilities and data centers
Cost savings because of
hourly cost rates
Improved monitoring and
early alerting of defects
Better support of
sustainability goals
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 9
SAP HANA enables new business scenarios Example 5: Individualized customer journey through marketing automation
Benefits acheived with Centralized Marketing Data powered by SAP HANA
Objectives
► Expand and accelerate funnel
► Increase predictability and conversion rate
Real-time
predictive analysis
Scoring and
Recommendations
Interactions
across all channels
End-to-end
process support
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 10
SAP HANA enables new business scenarios Example 6: SAP Business Suite on SAP HANA – SAP CRM on SAP HANA in 10 wks.
Smarter Decision capability improved
Simpler System landscape simplified
Faster Performance accelerated
First time bringing operational (OLAP)
and transactional (OLTP) reporting together
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 11
SAP CRM on SAP HANA in 10 weeks Project facts
Implementation highlights
15,000+ business users
Big-bang implementation – all users, all geographies
Record implementation time of 2½ months
Search performance improved by a factor of 250
Improved customer experience with 36 times better call-center performance
High availability and disaster recovery right from the start
Upgrade efforts in the range of regular enhancement package implementation
Less than 5% of custom code requiring immediate adjustments
Highly integrated landscape to SAP ERP and SAP Customer OnDemand with connectivity to 20+
downstream systems
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 12
SAP runs SAP – Continued innovation
Landscape optimization: Transactional reporting to simplify system landscape
References: Knowledge-sharing with customers
Global IT will use the SAP HANA platform to further drive innovation and be the first and best
reference customer along the adoption roadmap.
Primary data
store for business
warehouse
Side-by-side New
applications
SAP Business Suite
on SAP HANA
• Receivable
management
• Fraud management
• Enhanced footprint in
analytics landscape
• Lead-to-revenue
(marketing)
• SAP ERP – Q3 2013
• SAP Solution Manager
• SAP SRM
• Portal
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
Invitation to connect
Axel Buelow
Head of Application Services and Acting CIO
SAP AG
www.sap.com/CIO
twitter.com/axelbuelow
© 2013 SAP AG or an SAP affiliate company. All rights reserved. 14
© 2013 SAP AG or an SAP affiliate company. All rights reserved.
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