SAP presentation

1
Marketing-to-Opportunity
SCENARIO EXPLORERIntroduction
Close

• The Scenario Explorer provides you with
  comprehensive information about the various
  aspects of a scenario. Use the navigation pane to
  learn more about the following
• Scenario and Processes (details about the
  scenario, processes, and process steps click
  here)
• Business Areas (details about where in the system
  you perform specific tasks click here)
• Business Value (details about the major benefits
  of using the SAP Business ByDesign solution for
  the scenario click here)
• Scenario Flow (graphic depicting the entire
  scenario flow click here)
• The Scenario Explorer is highly interactive you
  are able to focus on the topics you are most
  interested in, navigate to related documents
  (such as process demos), or display mouse-over
  information for specific elements.

Basic Design Scenario Graphic
Navigation Pane Content Area
Interactive Design Use the navigation pane to
select major topics Click chevrons for process
details Click area icons to focus on specific
areas Use the Info buttons for more information
Handling Service Requests
i
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Marketing-to-Opportunity Scenario Overview
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Scenario Overview
Scenario Explorer
Open Legend
The Marketing-to-Opportunity business scenario
enables you to manage marketing and pre-sales
activities with the goal of generating new
business for customers and prospects. You can run
campaigns, capture responses, generate leads,
manage opportunities, as well as initiate and
track related sales activities. Alternatively,
you can use this business scenario without
campaigns, which means that no marketing
department is involved, and leads and
opportunities can be created without using a
campaign. You can capture responses using
Microsoft Outlook Integration, which allows
e-mails to be assigned to specific campaigns
directly in Microsoft Outlook and to be
synchronized with the SAP Business ByDesign
solution. In addition, the pipeline simulation
feature provides an interactive combination of
graphic and table list of the opportunities. What
is more, the What-if analysis simulates how
changes would affect your pipeline.
Scenario Processes
Business Areas
Business Value
Scenario Flow
The following business roles are involved in this
scenario
Marketing Assistant
Sales Representative
3
Marketing-to-Opportunity Scenario Overview
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Scenario Overview
Scenario Explorer
Legend
Close Legend
The Marketing-to-Opportunity business scenario
enables you to manage marketing and pre-sales
activities with the goal of generating new
business for customers and prospects. You can run
campaigns, capture responses, generate leads,
manage opportunities, as well as initiate and
track related sales activities. Alternatively,
you can use this business scenario without
campaigns, which means that no marketing
department is involved, and leads and
opportunities can be created without using a
campaign. You can capture responses using
Microsoft Outlook Integration, which allows
e-mails to be assigned to specific campaigns
directly in Microsoft Outlook and to be
synchronized with the SAP Business ByDesign
solution. In addition, the pipeline simulation
feature provides an interactive combination of
graphic and table list of the opportunities. What
is more, the What-if analysis simulates how
changes would affect your pipeline.
Scenario Processes
Process mainly driven by the user Process mainly
driven by the system Manual process not
supported by the system Process that
communicates with third-party software
(mouse-over for details) Process with relevance
to Financials Predecessor or successor
scenario Info button with more information
Business Areas
Business Value
Scenario Flow
The following business roles are involved in this
scenario
Marketing Assistant
Sales Representative
i
4
Marketing-to-Opportunity Process Details
Creating Target Group
X
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Define and maintain target group
Process Description
Scenario Explorer
Further Information
The Creating Target Group business process
enables you to create a target group based on the
queries of the customers and prospects in your
database. The search results can then be added to
your new target group. In addition, you can also
manually add accounts and contacts that do not
match the search parameters, but that also need
to be included in the target group. Before
assigning your target group to a campaign, you
can check whether all members in the target group
can be contacted using one particular channel of
communication.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Center Marketing
Scenario Flow
5
Marketing-to-Opportunity Process Details
Creating Target Group
X
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Define and maintain target group
X
X
When creating a new target group you query your
customer and prospect database by using different
search criteria. The search results can be added
to your new target group. In addition you can
also manually add accounts and contacts that do
not match the search parameters, but need to be
included in the target group as well. Before
assigning your target group to a campaign, you
can check in the target group itself whether all
members can be contacted by a certain
communication channel.
When creating a new target group, you query your
customer and prospect database by using different
search criteria. The search results can be added
to your new target group. In addition you can
also manually add accounts and contacts that do
not match the search parameters, but need to be
included in the target group as well. Before
assigning your target group to a campaign, you
can check in the target group itself whether all
members can be contacted by a certain
communication channel.
Process Description
Scenario Explorer
Further Information
The Creating Target Group business process
enables you to create a target group based on the
queries of the customers and prospects in your
database. The search results can then be added to
your new target group. In addition, you can also
manually add accounts and contacts that do not
match the search parameters, but that also need
to be included in the target group. Before
assigning your target group to a campaign, you
can check whether all members in the target group
can be contacted using one particular channel of
communication.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Center Marketing
Scenario Flow
6
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Creating Target Group
Create campaign
Contacting target group members
Capturing campaign responses
Finalize and check campaign results
Execute and monitor campaign
Process Description
Scenario Explorer
Further Information
The Creating and Executing Campaign business
process enables you as a marketing employee to
create a campaign, assign the newly created
target group, and select a campaign type. In
addition, you can decide whether to automatically
create activities out of the campaign for account
and contact history. Following this, the campaign
can be executed. The campaign is executed by
exporting to a Microsoft Excel template all
target group members who are addressable
according to the selected campaign type.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
7
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Creating Target Group
Create campaign
Contacting target group members
Capturing campaign responses
Finalize and check campaign results
Execute and monitor campaign
X
The marketing employee creates a campaign,
assigns the newly created target group, and
selects a campaign type. In addition, he can
decide whether to automatically create activities
out of the campaign for account and contact
history or not. Now the campaign is ready to be
executed.
Process Description
Scenario Explorer
Further Information
The Creating and Executing Campaign business
process enables you as a marketing employee to
create a campaign, assign the newly created
target group, and select a campaign type. In
addition, you can decide whether to automatically
create activities out of the campaign for account
and contact history. Following this, the campaign
can be executed. The campaign is executed by
exporting to a Microsoft Excel template all
target group members who are addressable
according to the selected campaign type.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
8
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Creating Target Group
Create campaign
Contacting target group members
Capturing campaign responses
Finalize and check campaign results
Execute and monitor campaign
X
To execute a campaign, the marketing employee
carries out a Microsoft Excel export of all
target group members who are addressable
according to the selected campaign type. A target
group member is addressable if the required
communication data is maintained, the target
group member is allowed to be contacted, and the
status is Active. The Excel template contains all
addressable target group members and their
address data as well as a personalized response
code per member. The personalized response code
is generated by the system and is a unique
identifier that helps to easily create campaign
responses later. After campaign execution, the
status of the campaign changes automatically to
Active. The execution details of the campaign
show which target group members could be
contacted and which ones could not, and why they
could not be contacted. Contacted in this case
means which target group members could be
exported to Excel and are now available to be
contacted.
Process Description
Scenario Explorer
Further Information
The Creating and Executing Campaign business
process enables you as a marketing employee to
create a campaign, assign the newly created
target group, and select a campaign type. In
addition, you can decide whether to automatically
create activities out of the campaign for account
and contact history. Following this, the campaign
can be executed. The campaign is executed by
exporting to a Microsoft Excel template all
target group members who are addressable
according to the selected campaign type.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
9
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Creating Target Group
Create campaign
Contacting target group members
Capturing campaign responses
Finalize and check campaign results
Execute and monitor campaign
X
The marketing employee takes care of contacting
the exported target group members this happens
outside the system. Here the marketing employee
has several options. For example, he can either
distribute the Excel template to an external
marketing agency or call center who then contacts
the target group members. Or he can contact them
by himself by using the Excel template as an
input source, for example for Microsoft mail
merge or other mailing systems, to create mass
mailings or emails.
Process Description
Scenario Explorer
Further Information
The Creating and Executing Campaign business
process enables you as a marketing employee to
create a campaign, assign the newly created
target group, and select a campaign type. In
addition, you can decide whether to automatically
create activities out of the campaign for account
and contact history. Following this, the campaign
can be executed. The campaign is executed by
exporting to a Microsoft Excel template all
target group members who are addressable
according to the selected campaign type.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
10
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Creating Target Group
Create campaign
Contacting target group members
Capturing campaign responses
Finalize and check campaign results
Execute and monitor campaign
X
The marketing employee captures the campaign
responses by assigning an activity to a campaign,
either by selecting the campaign or by using a
response code where the system automatically
determines the campaign, the account and the
contact. The supported activity types are e-mail,
phone call, fax, and letter.
Process Description
Scenario Explorer
Further Information
The Creating and Executing Campaign business
process enables you as a marketing employee to
create a campaign, assign the newly created
target group, and select a campaign type. In
addition, you can decide whether to automatically
create activities out of the campaign for account
and contact history. Following this, the campaign
can be executed. The campaign is executed by
exporting to a Microsoft Excel template all
target group members who are addressable
according to the selected campaign type.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
11
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Creating Target Group
Create campaign
Contacting target group members
Capturing campaign responses
Finalize and check campaign results
Execute and monitor campaign
X
To finish a campaign the marketing employee sets
the status to Finished. The campaign fact sheet
shows all campaign related key performance
indicators that help to measure the campaign
result. All captured responses can be monitored
in the campaign as well. This information can be
easily used, for example, to trigger follow-up
actions like contacting all responders or
non-responders once again.
Process Description
Scenario Explorer
Further Information
The Creating and Executing Campaign business
process enables you as a marketing employee to
create a campaign, assign the newly created
target group, and select a campaign type. In
addition, you can decide whether to automatically
create activities out of the campaign for account
and contact history. Following this, the campaign
can be executed. The campaign is executed by
exporting to a Microsoft Excel template all
target group members who are addressable
according to the selected campaign type.
Scenario Processes
Performed by Marketing Assistant Marketing Manager
Business Areas
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
12
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Creating and Executing Campaign
Creating and Developing Opportunity
Creating Target Group
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Click here to display process variants
Process Description
Scenario Explorer
Further Information
The Creating Lead 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
establishing and subsequently influencing this
interest. Once a lead has reached a certain
status, it can be handed over to sales to decide
whether an opportunity should be created.
Scenario Processes
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Business Areas
Business Value
In the Work Centers Marketing New Business
Scenario Flow
13
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Creating and Executing Campaign
Creating and Developing Opportunity
Creating Target Group
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Click here to hide process variants
Creating Lead - Lead Generation by Sales
Process Description
Scenario Explorer
Further Information
The Creating Lead 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
establishing and subsequently influencing this
interest. Once a lead has reached a certain
status, it can be handed over to sales to decide
whether an opportunity should be created.
Scenario Processes
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Business Areas
Business Value
In the Work Centers Marketing New Business
Scenario Flow
14
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Creating and Executing Campaign
Creating and Developing Opportunity
Creating Target Group
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Click here to hide process variants
Creating Lead - Lead Generation by Sales
X
The Creating Lead - Lead Generation by Sales
process variant enables you to create leads by
the sales department. A lead can be created by a
sales employee as a follow up document of a
campaign response. A lead can also be created
without any preceding document. The sales
employee can start working directly on the lead
and can qualify it. There is no handover process
from a marketing department.
Process Description
Scenario Explorer
Further Information
The Creating Lead 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
establishing and subsequently influencing this
interest. Once a lead has reached a certain
status, it can be handed over to sales to decide
whether an opportunity should be created.
Scenario Processes
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Business Areas
Business Value
In the Work Centers Marketing New Business
Scenario Flow
15
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Creating and Executing Campaign
Creating and Developing Opportunity
Creating Target Group
Create lead
Hand over lead
Accept or reject lead
Qualify lead
X
The sales employee finds the handed over lead in
his work inbox and can either accept or reject
it. When accepting or rejecting the lead, the
sales employee must maintain a reason. The
marketing employee is informed if a lead has been
rejected.
Click here to display process variants
Process Description
Scenario Explorer
Further Information
The Creating Lead 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
establishing and subsequently influencing this
interest. Once a lead has reached a certain
status, it can be handed over to sales to decide
whether an opportunity should be created.
Scenario Processes
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Business Areas
Business Value
In the Work Centers Marketing New Business
Scenario Flow
16
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating and Executing Campaign
Creating Lead
Creating Target Group
Create opportunity
Plan and track sales activities
Monitor pipeline
Finalize opportunity
Manage opportunity
Process Description
Scenario Explorer
Further Information
The Creating and Developing Opportunity business
process enables you to create an opportunity as a
follow-up document to a lead. Opportunity
Management helps to proactively manage the
process of closing sales, and allows sales
employees to get a comprehensive view of an
opportunity from the initial phase of creating an
opportunity to managing opportunity related
activities, maintaining opportunities, and
tracking opportunities. While working on a
opportunity, a couple of activities have to be
performed to ensure that an opportunity is
realized and results in a sales order the sales
assistant in Opportunity Management supports this
feature. In addition, you are provided with a
large number of reports that you can run to see,
for instance, the number of opportunities and
their current status as well as the expected
value of the sum of all the opportunities.
Scenario Processes
Performed by Sales Representative, Sales Manager
Business Areas
Business Value
In the Work Center New Business
Scenario Flow
17
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating and Executing Campaign
Creating Lead
Creating Target Group
Create opportunity
Plan and track sales activities
Monitor pipeline
Finalize opportunity
Manage opportunity
X
The sales employee can create an opportunity as
a follow up document from a lead. All relevant
information from the lead is taken over to the
opportunity automatically. An opportunity can
also be copied from an existing opportunity or
created without any preceding document.
Opportunities offer the ability to have multiple
sales cycles. Each sales cycle defines phases.
The phases help to track the development of the
opportunity. Depending on the phases, the chance
of success can increase.
Process Description
Scenario Explorer
Further Information
The Creating and Developing Opportunity business
process enables you to create an opportunity as a
follow-up document to a lead. Opportunity
Management helps to proactively manage the
process of closing sales, and allow sales
employees to get a comprehensive view of an
opportunity from the initial phase of creating an
opportunity to managing opportunity related
activities, maintaining opportunities, and
tracking opportunities. While working on a
opportunity, a couple of activities have to be
performed to ensure that an opportunity is
realized and results in a sales order the sales
assistant within opportunity management supports
this feature. In addition, you are provided with
a large number of reports that you can run to
see, for instance, the number of opportunities
and their current status as well as the expected
value of the sum of all the opportunities.
Scenario Processes
Performed by Sales Representative, Sales Manager
Business Areas
Business Value
In the Work Center New Business
Scenario Flow
18
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating and Executing Campaign
Creating Lead
Creating Target Group
Create opportunity
Plan and track sales activities
Monitor pipeline
Finalize opportunity
Manage opportunity
X
The sales employee can manage and capture a
large variety of data within the opportunity he
or she can add products, documents, or links
related to the opportunity all contacts related
to the opportunity are available, and any known
competitors can be assigned. If the opportunity
should be tracked in the forecast, it can be
marked as relevant for forecast.
Process Description
Scenario Explorer
Further Information
The Creating and Developing Opportunity business
process enables you to create an opportunity as a
follow-up document to a lead. Opportunity
Management helps to proactively manage the
process of closing sales, and allow sales
employees to get a comprehensive view of an
opportunity from the initial phase of creating an
opportunity to managing opportunity related
activities, maintaining opportunities, and
tracking opportunities. While working on a
opportunity, a couple of activities have to be
performed to ensure that an opportunity is
realized and results in a sales order the sales
assistant within opportunity management supports
this feature. In addition, you are provided with
a large number of reports that you can run to
see, for instance, the number of opportunities
and their current status as well as the expected
value of the sum of all the opportunities.
Scenario Processes
Performed by Sales Representative, Sales Manager
Business Areas
Business Value
In the Work Center New Business
Scenario Flow
19
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating and Executing Campaign
Creating Lead
Creating Target Group
Create opportunity
Plan and track sales activities
Monitor pipeline
Finalize opportunity
Manage opportunity
X
Each sales phase in an opportunity can be
mapped to a couple of activities that have to be
performed to ensure that this opportunity will be
won and will result in the end in a sales order.
To schedule the appropriate activities, the sales
assistant helps to work in a structured way and
to assign the activities to the appropriate team
members.
Process Description
Scenario Explorer
Further Information
The Creating and Developing Opportunity business
process enables you to create an opportunity as a
follow-up document to a lead. Opportunity
Management helps to proactively manage the
process of closing sales, and allow sales
employees to get a comprehensive view of an
opportunity from the initial phase of creating an
opportunity to managing opportunity related
activities, maintaining opportunities, and
tracking opportunities. While working on a
opportunity, a couple of activities have to be
performed to ensure that an opportunity is
realized and results in a sales order the sales
assistant within opportunity management supports
this feature. In addition, you are provided with
a large number of reports that you can run to
see, for instance, the number of opportunities
and their current status as well as the expected
value of the sum of all the opportunities.
Scenario Processes
Performed by Sales Representative, Sales Manager
Business Areas
Business Value
In the Work Center New Business
Scenario Flow
20
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating and Executing Campaign
Creating Lead
Creating Target Group
Create opportunity
Plan and track sales activities
Monitor pipeline
Finalize opportunity
Manage opportunity
X
The opportunity pipeline provides an
interactive combination of graphical
representation and table list view of
opportunities. The marketing employee can perform
a so-called What-if analysis by changing some
opportunity data to check how the simulated
results would affect the pipeline. The changes
can either be saved and applied, or canceled.
Process Description
Scenario Explorer
Further Information
The Creating and Developing Opportunity business
process enables you to create an opportunity as a
follow-up document to a lead. Opportunity
Management helps to proactively manage the
process of closing sales, and allow sales
employees to get a comprehensive view of an
opportunity from the initial phase of creating an
opportunity to managing opportunity related
activities, maintaining opportunities, and
tracking opportunities. While working on a
opportunity, a couple of activities have to be
performed to ensure that an opportunity is
realized and results in a sales order the sales
assistant within opportunity management supports
this feature. In addition, you are provided with
a large number of reports that you can run to
see, for instance, the number of opportunities
and their current status as well as the expected
value of the sum of all the opportunities.
Scenario Processes
Performed by Sales Representative, Sales Manager
Business Areas
Business Value
In the Work Center New Business
Scenario Flow
21
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating and Executing Campaign
Creating Lead
Creating Target Group
Create opportunity
Plan and track sales activities
Monitor pipeline
Finalize opportunity
Manage opportunity
X
If an opportunity is in the final sales phase,
and the customer wants to place an order, the
status can be set to won, and a follow-up quote
or order can be created as a follow-up document.
In case the opportunity could not be won, the
status must be set to Lost. A reason must be
maintained for the opportunity, regardless of
whether it has been won or lost. An opportunity
can also be set to Stopped if no further working
on this opportunity is needed. All of the
specific information is used in a large number of
reports that can provide management with business
information such as the number of opportunities
and their current stage of progress, as well as
the current expected value of all opportunities.
Process Description
Scenario Explorer
Further Information
The Creating and Developing Opportunity business
process enables you to create an opportunity as a
follow-up document to a lead. Opportunity
Management helps to proactively manage the
process of closing sales, and allow sales
employees to get a comprehensive view of an
opportunity from the initial phase of creating an
opportunity to managing opportunity related
activities, maintaining opportunities, and
tracking opportunities. While working on a
opportunity, a couple of activities have to be
performed to ensure that an opportunity is
realized and results in a sales order the sales
assistant within opportunity management supports
this feature. In addition, you are provided with
a large number of reports that you can run to
see, for instance, the number of opportunities
and their current status as well as the expected
value of the sum of all the opportunities.
Scenario Processes
Performed by Sales Representative, Sales Manager
Business Areas
Business Value
In the Work Center New Business
Scenario Flow
22
Marketing-to-Opportunity Business Areas
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Business Areas
Scenario Explorer

• Business Area Description
• Using SAP Business ByDesign, you can better
  manage your marketing and presales activities
  including market development, lead generation,
  and lead qualification. Using the SAP Business
  ByDesign solution, you can segment your customer
  base to contact target groups more effectively.
  The solution keeps track of relevant prospect and
  customer information, so your marketing and sales
  teams have the information they need. You can
  also use the software to

Marketing
Scenario Processes
Sales
Business Areas
Business Value

• Manage information about the market and your
  industry, including competitor information, in an
  effective manner
• Streamline your pipeline activities with
  integrated marketing and sales processes that
  enable a smooth handover of leads
• Make sure that every communication with your
  customers is targeted to take into account each
  customers history, requirements, and value to
  your company

Scenario Flow
23
Marketing-to-Opportunity Business Areas
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Business Areas
Scenario Explorer

• Business Area Description
• The SAP Business ByDesign solution gives you
  comprehensive access to customer-related
  information about opportunities, quotes, orders,
  and invoices. The SAP Business ByDesign solution
  enables your employees to verify product
  availability, perform accurate forecasting,
  predict future sales, and identify cross-selling
  and up-selling opportunities. The solution helps
  your sales staff focus on the most promising
  leads and accelerate the sales process. You can
  also use the software to

Marketing
Scenario Processes
Sales
Business Areas
Business Value

• Generate a sales opportunity, create a quote,
  calculate pricing, enter payment and shipping
  information, and create a sales order and invoice
  in a single integrated process
• Maintain an online portfolio of your products and
  services and define price lists with flexible
  pricing policies
• Obtain a comprehensive, 360-degree view of your
  customers and make effective decisions by using
  the provided reports and metrics

Scenario Flow
24
Marketing-to-OpportunityBusiness Value
Qualify
Convert
Plan
Capture
Execute Campaigns
Capture Responses and Create Leads
Analyze Market and Identify Potential
Define Target Groups
Create Campaigns
Qualify Leads
Hand Over Leads to Sales
Convert to Opportunities
Measure Success
Overview
Scenario Explorer
Key Benefits

• Capturing, monitoring, storing, and tracking
  information relating to customers, prospects, and
  partners to optimize contact management, account
  planning, market segmentation, and relationship
  management
• Campaign management and response handling to
  allow follow-up activities
• Streamlined lead and opportunity management to
  support the end-to-end scenario
• Managing forecasts to ensure the fulfillment of
  sales quotas
• Microsoft Outlook Integration to synchronize
  e-mails and capture campaign responses, calendar
  entries, business partner data, and tasks with
  Microsoft Outlook
• Built-in analytics and reporting lead funnel,
  opportunity pipeline, and win-loss analysis

This scenario helps midsize companies for whom
the conversion of leads into opportunities is
essential to control marketing and sales
processes to shorten the sales cycle. SAP
Business ByDesign supports you from the market
development, campaign management, lead
generation, and lead qualification phases,
through to the opportunity creation phase. You
can execute targeted campaigns to generate more
leads, shorten the lead cycle, improve the
conversion rate into opportunities, as well as
reduce the cost of sales and marketing.
Scenario Processes
Business Areas
Business Value
Scenario Flow
25
Marketing-to-Opportunity Scenario Flow
New Business
Marketing
Order-to-Cash (Sell-from-Stock) Order-to-Cash
(Make-to-Order) Order-to-Cash (Drop
Shipment) Order-to-Cash (Productized
Services) Order-to-Cash (Project-Based Services)
Creating and Executing Campaign
Creating and Developing Opportunity
Creating Target Group
Creating Lead
Scenario Explorer
Scenario Processes
Business Areas
Business Value
Scenario Flow
Legend Variants
Dotted line optional
Work center in which process is performed
Process mainly driven by the user
Business document flow
Related scenarios