Marketing-to-Opportunity Scenario Overview

1
Marketing-to-Opportunity Scenario Overview
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Scenario Explorer
Scenario Description
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 Value
Scenario Flow
Further Information

The following business roles are involved in this
scenario
Marketing Assistant
Sales Representative
2
Marketing-to-Opportunity Scenario Overview
Creating Target Group
Creating and Executing Campaign
Creating Lead
Creating and Developing Opportunity
Scenario Explorer
Scenario Description
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.
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 Related scenario Info button with
more information
Scenario/Processes
Business Value
Scenario Flow
Further Information

The following business roles are involved in this
scenario
Marketing Assistant
Sales Representative
ltRole Namegt
ltRole Namegt
ltRole Namegt
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3
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
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Scenario Explorer
Process Description
Further Information

• The Creating Target Group business process
  enables you to create a target group based on
  search criteria, reports, or transactional data.
  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.

Performed by Marketing Assistant Marketing Manager
Scenario/Processes
In the Work Center Marketing
Business Value
Scenario Flow
Further Information

• See also
• Create a Target Group

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
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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.
Scenario Explorer
Process Description
Further Information

• The Creating Target Group business process
  enables you to create a target group based on
  search criteria, reports, or transactional data.
  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.

Performed by Marketing Assistant Marketing Manager
Scenario/Processes
In the Work Center Marketing
Business Value
Scenario Flow
Further Information

• See also
• Create a Target Group

5
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Create campaign
Execute and monitor campaign
Contact target group members
Capture campaign responses
Finalize and check campaign results
Creating Target Group
Creating Lead
Creating and Developing Opportunity
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Scenario Explorer
Process Description
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.
Performed by Marketing Assistant Marketing Manager
Scenario/Processes
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
Further Information

• See also
• Campaigns Quick Guide

6
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Create campaign
Execute and monitor campaign
Contact target group members
Capture campaign responses
Finalize and check campaign results
Creating Target Group
Creating and Developing Opportunity
Creating Lead
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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. He can also add response options
to a campaign to track how customers have
responded. Now the campaign is ready to be
executed.
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant Marketing Manager
Scenario/Processes
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
Further Information

• See also
• Campaigns Quick Guide

7
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Create campaign
Execute and monitor campaign
Contact target group members
Capture campaign responses
Finalize and check campaign results
Creating Target Group
Creating and Developing Opportunity
Creating Lead
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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.
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant Marketing Manager
Scenario/Processes
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
Further Information

• See also
• Campaigns Quick Guide

8
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Create campaign
Execute and monitor campaign
Contact target group members
Capture campaign responses
Finalize and check campaign results
Creating Target Group
Creating and Developing Opportunity
Creating Lead
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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.
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant Marketing Manager
Scenario/Processes
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
Further Information

• See also
• Campaigns Quick Guide

9
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Create campaign
Execute and monitor campaign
Contact target group members
Capture campaign responses
Finalize and check campaign results
Creating Target Group
Creating and Developing Opportunity
Creating Lead
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The marketing employee captures the campaign
responses by assigning an activity, a lead, an
opportunity, a sales quote, or a sales order 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. If response options have
been assigned to the campaign to capture
specific responses, these response options can be
selected in the activity as well. The supported
activity types are e-mail, phone call, fax, and
letter.  
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant Marketing Manager
Scenario/Processes
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
Further Information

• See also
• Campaigns Quick Guide

10
Marketing-to-Opportunity Process Details
Creating and Executing Campaign
X
Creating and Executing Campaign
Create campaign
Execute and monitor campaign
Contact target group members
Capture campaign responses
Finalize and check campaign results
Creating Target Group
Creating and Developing Opportunity
Creating Lead
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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.
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant Marketing Manager
Scenario/Processes
Business Value
In the Work Centers Marketing Account
Management
Scenario Flow
Further Information

• See also
• Campaigns Quick Guide

11
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Creating Target Group
Creating and Developing Opportunity
Creating and Executing Campaign
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Click here to display process variants
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Scenario/Processes
Business Value
In the Work Centers Marketing New Business
Scenario Flow
Further Information

• See also
• Quick Guide for Leads (in New Business)

12
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Creating Target Group
Creating and Developing Opportunity
Creating and Executing Campaign
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Click here to hide process variants
Creating Lead - Lead Generation by Sales
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Scenario Explorer
Process Description
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.
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Scenario/Processes
Business Value
In the Work Centers Marketing New Business
Scenario Flow
Further Information

• See also
• Quick Guide for Leads (in New Business)

13
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Creating Target Group
Creating and Developing Opportunity
Creating and Executing Campaign
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Click here to hide process variants
Creating Lead - Lead Generation by Sales
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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.
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Scenario/Processes
Business Value
In the Work Centers Marketing New Business
Scenario Flow
Further Information

• See also
• Quick Guide for Leads (in New Business)

14
Marketing-to-Opportunity Process Details
Creating Lead
X
Creating Lead - Lead Generation by Marketing and
Hand Over to Sales
Create lead
Hand over lead
Accept or reject lead
Qualify lead
Creating Target Group
Creating and Developing Opportunity
Creating and Executing Campaign
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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
Scenario Explorer
Process Description
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.
Performed by Marketing Assistant, Marketing
Manager, Sales Representative
Scenario/Processes
Business Value
In the Work Centers Marketing New Business
Scenario Flow
Further Information

• See also
• Quick Guide for Leads (in New Business)

15
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating Target Group
Creating and Executing Campaign
Creating Lead
Finalize opportunity
Create opportunity
Manage opportunity
Plan and track sales activities
Monitor pipeline
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Scenario Explorer
Process Description
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.
Performed by Sales Representative, Sales Manager
Scenario/Processes
Business Value
In the Work Center New Business
Scenario Flow
Further Information

• See also
• Opportunities Quick Guide

16
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating Target Group
Creating and Executing Campaign
Creating Lead
Finalize opportunity
Create opportunity
Manage opportunity
Plan and track sales activities
Monitor pipeline
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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.
Scenario Explorer
Process Description
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.
Performed by Sales Representative, Sales Manager
Scenario/Processes
Business Value
In the Work Center New Business
Scenario Flow
Further Information

• See also
• Opportunities Quick Guide

17
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating Target Group
Creating and Executing Campaign
Creating Lead
Finalize opportunity
Create opportunity
Manage opportunity
Plan and track sales activities
Monitor pipeline
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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.
Scenario Explorer
Process Description
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.
Performed by Sales Representative, Sales Manager
Scenario/Processes
Business Value
In the Work Center New Business
Scenario Flow
Further Information

• See also
• Opportunities Quick Guide

18
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating Target Group
Creating and Executing Campaign
Creating Lead
Finalize opportunity
Create opportunity
Manage opportunity
Plan and track sales activities
Monitor pipeline
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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.
Scenario Explorer
Process Description
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.
Performed by Sales Representative, Sales Manager
Scenario/Processes
Business Value
In the Work Center New Business
Scenario Flow
Further Information

• See also
• Opportunities Quick Guide

19
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating Target Group
Creating and Executing Campaign
Creating Lead
Finalize opportunity
Create opportunity
Manage opportunity
Plan and track sales activities
Monitor pipeline
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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.
Scenario Explorer
Process Description
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.
Performed by Sales Representative, Sales Manager
Scenario/Processes
Business Value
In the Work Center New Business
Scenario Flow
Further Information

• See also
• Opportunities Quick Guide

20
Marketing-to-Opportunity Process Details
Creating and Developing Opportunity
X
Creating and Developing Opportunity
Creating Target Group
Creating and Executing Campaign
Creating Lead
Finalize opportunity
Create opportunity
Manage opportunity
Plan and track sales activities
Monitor pipeline
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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.
Scenario Explorer
Process Description
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.
Performed by Sales Representative, Sales Manager
Scenario/Processes
Business Value
In the Work Center New Business
Scenario Flow
Further Information

• See also
• Opportunities Quick Guide

21
Marketing-to-Opportunity Business Value
Plan
Capture
Qualify
Convert
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
Scenario Explorer
Overview
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 Value
Scenario Flow
Further Information

22
Marketing-to-OpportunityScenario Flow
Marketing
New Business
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 Value
Scenario Flow
Further Information
Legend

Dotted line optional
Work center in which process is performed
Process mainly driven by the user
Work Center
Business document flow
Related scenarios
23
Marketing-to-OpportunityFurther Information
Scenario Explorer
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Scenario/Processes
Business Value
WIKI In addition to the product documentation,
SAP provides Wikis that describe additional
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WIKI, click here.
Scenario Flow
Further Information

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