Show TOC

Object documentationCampaign


Campaigns promote sales, improve the image of a product, and create opportunities for add-on sales and cross-selling. In SAP CRM, campaigns function as marketing projects that are used to plan and execute specific marketing activities, for example e-mails or phone calls.


You can define campaigns for inbound and outbound purposes. You can also include marketing permission checks and set up fully automated campaigns.

Outbound Campaigns

You set up campaigns for outbound customer communication, such as a vendor contacting potential customers. Outbound campaigns are executed through one of the supported outbound channels, such as the Interaction Center, or by e-mail.

Inbound Campaigns

You set up campaigns for inbound customer interaction. These campaigns are pending until a customer contacts the company, for example, through the Interaction Center. Inbound campaigns do not have any campaign execution via outbound channels.

Marketing Permission

To avoid local penalties for unsolicited marketing messages, marketing permission checks can be applied for the following communication media:

  • E-mail

  • Phone

  • Fax

  • SMS

  • Pager

Further communication media can be configured based on your specific business needs.

To use this function, you must activate the business function Marketing Permission (CRM_MKT_PERMISSION).

Campaign Automation

Using campaign automation, you can model automated multi-wave, multi-channel, as well as periodic campaign processes. For more information, see Campaign Automation.


In a hierarchically built marketing project, campaigns are assigned to the marketing plan elements of a marketing plan. In this case, the marketing plan forms the topmost element of the marketing project.

You can define marketing hierarchies containing marketing projects of the categories Marketing Plan (MP) and Campaign (CP) for budgeting purposes. You do this to distribute the total available budget assigned to a top node of the marketing hierarchy across lower levels of the marketing hierarchy. Marketing Funds Management can also be used to manage the monetary aspects.

For more information, see the following:



You can use campaigns in the following scenarios:

  • Coupon Scenario

    Using the coupon scenario, you can set up a special type of campaign where customers can redeem coupons to receive a discount when purchasing the products advertised on the coupon.

    For more information, see Working with Coupon Campaigns.

  • Execution Scenario

    Using the execution scenario, you perform a high-volume campaign as a lean form of execution that allows you to significantly increase campaign throughput. This process enables you to carry out parallel processing for your target groups and reach a much higher volume of recipients with your campaigns.

    For more information, see Specifics of High-Volume Campaign Execution.

  • Loyalty Scenario (Loyalty Management)

    Using the loyalty scenario, you can set up campaigns to manage your loyalty programs. You use campaigns in this context to manage the enrollment as well as the enrollment period for certain rules within a loyalty program.

    For more information, see Loyalty Program.

  • Channel Scenario (Collaborative Campaign Management)

    The channel scenario supports Collaborative Campaign Management, allowing corporate marketing organizations to collaborate and coordinate marketing programs with channel partners more efficiently.

    For more information, see Collaborative Campaign Management.

  • Offer Scenario (SAP Real-Time Offer Management)

    You use the offer scenario for inbound customer interaction using SAP Real-Time Offer Management, a real-time decision solution that provides intelligent product offers and messages during customer interactions. It is self-learning, taking the response from every interaction into account to make the next real-time offer more relevant and effective.

    For more information, see the following:

To use the object with SAP Real-Time Offer Management, you must activate business function SAP Real-Time Offer Management (CRM_RTOM_1).

Areas and Functions

Campaigns use or are integrated with areas or functions in SAP CRM, including the following: