SAP Cloud Reference Systems - … · Leads Generation is used to document promising leads, the user can search and list leads, monitor their status or expiry date and qualify or edit

SAP Cloud Reference Systems

Marketing-to-Opportunity

Scenario Outline

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Content

Scenario Overview

Business Scenarios in a Reference System

Introduction

Typical Usage

Process Illustration

Usage Example 1: Creating and Executing Campaigns

Usage Example 2: Creating Leads

Usage Example 3: Creating and Developing Opportunities

Scenario Overview Business Scenarios in a Reference System

Introduction

Typical Usage


Business Scenarios in a Reference System

In a Reference System, you can experience

how a business scenario meets specific

requirements of a typical midsize company.

The following slides outline and illustrate

the individual process steps of a business

scenario as it has been realized in the

model company Almika.

For hands-on experience, you can take

advantage of the business scenario document,

which guides you through the process with

detailed step-by-step instructions.


Introduction Marketing-to-Opportunity

Scenario Introduction

The Marketing-to-Opportunity scenario covers all aspects of presales

activities. You can create target groups and campaigns, create leads,

access complete account information, categorize leads according to

their potential value for your company, and manage opportunities. The

scenario helps your company to track all the important information of

an account and to react much faster to account inquiries. This leads to

a faster and more efficient and tracked presales cycle. Business

processes that are fundamental to the Marketing-to-Opportunity

business scenario include:

Campaign Management provides companies with a complete marketing

campaign process from planning to execution.

Leads Generation is used to document promising leads, the user can search

and list leads, monitor their status or expiry date and qualify or edit selected

leads.

Account Management involves any interaction with this account or an existing

account can be controlled and centrally managed in the Account

Management work center throughout the entire account lifecycle


Typical Usage Marketing-to-Opportunity

Creating and Executing Campaigns

This business process enables you to create a target group based on queries

of your customer and prospect database. The search results can be added to

your new target group. The business process also enables you as a

marketing employee to create a campaign, assign the newly created target

group, and select a campaign type.

Creating Leads

This business process enables you to create a lead as a follow-up document

of a campaign response. The lead can also be created without any preceding

document. A lead is used to qualify a business partner's interest in a particular

product or service, with the aim of both establishing and then subsequently

influencing this interest.

Creating and Developing Opportunities

The business process enables you to create an opportunity as a follow-up

document to a lead. It facilitates a proactive approach to closing sales and

provides sales employees with a comprehensive view of an opportunity from

when it is first created. Opportunity management also allows sales to manage

opportunity-related activities effectively, as well as maintain and track

opportunities.

Process Illustration Usage Example 1: Creating and Executing Campaigns

Usage Example 2: Creating Leads

Usage Example 3: Creating and Developing Opportunities


Marketing-to-Opportunity Creating and Executing Campaigns (1 of 2)

Define and Maintain a Target

Group

The Marketing Representative edits

the previously created target group by

manually adding a customer account

to the target group.

The Marketing Representative checks

again to ensure that all members can

be contacted and saves the target

group.

The Marketing Representative

creates a letter campaign using

the previously created target

group as a basis.


executes the campaign. This

triggers the target group Excel

download, which provides

communication data such as e-

mail, telephone, fax, and

response codes for each target

group member.


creates a new target group for

all A-accounts in the United

States; the target group will be

assigned to an upcoming letter

campaign.


checks whether all members

can be contacted, in this case,

by the communication channel

type letter.

Marketing

Marketing Representative Marketing Representative Marketing Representative

Marketing Marketing

Process

Role

Work center

Form

Financial

Posting

Edit a Target Group Create and Execute a Campaign


views the three response options

(positive, neutral, and negative)

which will be later assigned to a

campaign.

Marketing Representative

Marketing

View Response Options


Marketing-to-Opportunity Creating and Executing Campaigns (2 of 2)

The Marketing Representative receives a

phone call regarding the campaign and

captures the call using the personalized

response code from the List of Members

and Campaign Information Excel. The

phone call activity and the reaction value

for the target group member are

automatically updated in the campaign.

The Marketing Representative also sends

an e-mail to a target group member of the

campaign and tracks the response using

the personalized response code from the

List of Members and Campaign

Information Excel.


wants to see how successful the

campaign was, so they view the

Campaign Fact Sheet for

campaign responses key success

figures such as:

• Responders

• Total Number of Responses

• Response Rate %

• Non Responders

Marketing Representative Marketing Representative

Marketing Marketing

Process

Role

Work center

Form

Financial

Posting

Capture Campaign Responses Check Campaign Responses


Marketing-to-Opportunity Creating Leads

Create and Handover a New Lead

Before the Sales Representative

accepts the lead, they meet with the

prospect to confirm their interest.

During the appointment, the prospect

shows interest, so the Sales

Representative accepts the lead.


Marketing

Process

Role

Work center

Form

Financial

Posting

Qualify and Accept a New Lead

The Marketing Representative creates a new lead.

From the new lead, they create a corporate account

with details such as name, address, and contact

information. They also activate a duplicate check to

see if there are existing corporate account entries.

The Marketing Representative also creates a new

contact for the lead.

The Marketing Representative can determine if the

lead is cold, warm, or hot by contacting the lead main

contact person. This particular lead is qualified as hot,

but the Sales Representative will further qualify it in

the following step.


Marketing


Marketing-to-Opportunity Creating and Developing Opportunities (1 of 2)

Create an Opportunity from a Lead

The Sales Representative

adds details to the opportunity

such as additional products,

product quantities, sales

phase, expected value, and

competitors.


follows a structured sales

process for maintaining

opportunities using the Sales

Assistant.

Using the Sales Assistant, the

Sales Representative adds a

set of recommended activities

and tasks defining the

required sales activities that

have to be performed in an

opportunity sales cycle.

After the customer visit, the

Sales Representative creates

an opportunity from the

previously created lead since

the prospect showed real

interest in purchasing

products/services.

New Business

Sales Representative Sales Representative Sales Representative

New Business New Business

Process

Role

Work center

Form

Financial

Posting

Manage an Opportunity Plan and Track Sales

Activities

The Sales Representative also

assigns a campaign to the

opportunity. This will help

measuring the success of the

campaign.


wishes to view their open

and in process

opportunities to determine

monthly targets, see which

prospects should be

targeted, and determine

where sales need to be

generated.


uses the Opportunity

Pipeline Simulation to

perform a “what if” analysis

by changing some

opportunity data and to

check how the simulated

results would affect the

pipeline.

Sales Representative

New Business

Monitor the Opportunity

pipeline


Marketing-to-Opportunity Creating and Developing Opportunities (2 of 2)

Process

Role

Work center

Form

Financial

Posting

Finalize an Opportunity


selects the newly created

opportunity and changes the

status to won. The status of

the opportunities will appear

in various reports.

Note: The won opportunity

can be converted to a sales

quote or sales order

depending on the customer

request.

New Business


View the Document Flow


views the document flow for

the won opportunity which

displays a complete list of

business transactions related

to the opportunity.

New Business


Related Scenarios: • Order-to-Cash (Sell-from-Stock)

• Order-to-Cash (Specified Products)

• Order-to-Cash (Third Party Order Processing -

Material)

• Order-to-Cash (Standardized Services)

• Order-to-Cash (Project based Services)


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SAP Cloud Reference Systems - … · Leads Generation is used to document promising leads, the user can search and list leads, monitor their status or expiry date and qualify or edit