SAP Cloud Reference Systems
Marketing-to-Opportunity
Scenario Outline
© 2012 SAP AG. All rights reserved. 2
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
© 2012 SAP AG. All rights reserved. 4
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.
© 2012 SAP AG. All rights reserved. 5
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
© 2012 SAP AG. All rights reserved. 6
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
© 2012 SAP AG. All rights reserved. 8
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.
The Marketing Representative
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.
The Marketing Representative
creates a new target group for
all A-accounts in the United
States; the target group will be
assigned to an upcoming letter
campaign.
The Marketing Representative
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
The Marketing Representative
views the three response options
(positive, neutral, and negative)
which will be later assigned to a
campaign.
Marketing Representative
Marketing
View Response Options
© 2012 SAP AG. All rights reserved. 9
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.
The Marketing Representative
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
© 2012 SAP AG. All rights reserved. 10
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 Representative
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 Representative
Marketing
© 2012 SAP AG. All rights reserved. 11
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.
The Sales Representative
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.
The Sales Representative
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.
The Sales Representative
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
© 2012 SAP AG. All rights reserved. 12
Marketing-to-Opportunity Creating and Developing Opportunities (2 of 2)
Process
Role
Work center
Form
Financial
Posting
Finalize an Opportunity
The Sales Representative
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
Sales Representative
View the Document Flow
The Sales Representative
views the document flow for
the won opportunity which
displays a complete list of
business transactions related
to the opportunity.
New Business
Sales Representative
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)
© 2012 SAP AG. All rights reserved. 13
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