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Process documentation Campaign Execution in CRM Locate the document in its SAP Library structure

Purpose

You can use this business process to send your campaign to one of the various channels for execution. Once you have finished planning a campaign, you can release it and start to actually execute it. You can transfer the campaign to the SAP Project System to carry out cost controlling. Once it has been transferred, it is shown in the system as a project and is available as an account assignment project.

Then you can carry out the campaign by your chosen method of communication.

·        E-Mail
You have the option of sending out an e-mail with link to a survey. The responses received for this survey then form the basis of the second wave of your campaign and trigger up follow-up responses. For example, those that respond will receive a thank-you mail whereas non-responders receive a reminder mail after one week.

In E-Selling you can also send out a personalized e-mail with an optional link to a webshop. The product catalog assigned to a campaign stipulates the product selection available in the webshop. If a customer places an order, a connection between the order and campaign is created using the link.
For more information, see Structure linkMail Forms.

·        Structure linkField Applications
If you wish to execute your campaign via the field, you can generate an activity for each business partner in a particular segment. The campaign is replicated so that the field sales force has access to all of the necessary information, including products, conditions, documents and so on.
Activities are also replicated. If an employee creates a sales order for an activity, product suggestions for the sales order can be generated using the products assigned to a campaign. You can also use campaign-specific pricing conditions and transfer these to the sales order.
If you carried out quantity allocation planning when setting up your campaign, you can generate both product suggestions and quantity suggestions for the sales order. A reference to the campaign is created when you enter the order.

·        Structure linkInteraction Center (IC)
When you transfer a marketing segment to the IC, a calling list is created which is distributed to the individual IC agents. The agent can then process all of the activities assigned to him and make product and quantity suggestions when placing an order as well as taking campaign-specific pricing conditions into account. A reference to the campaign can be created in the sales order.

 

Prerequisites

·        You need to have carried out the process Structure linkCampaign Development in CRM.

Process Flow

This graphic is explained in the accompanying text

 

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       1.       Release campaign (SAP CRM)
A campaign cannot be transferred to the SAP ERP System until it has the system status Released. It can be transferred to the ERP System either in the background via Middleware or manually by triggering the release from the Marketing Planner. See Structure linkTransferring a Marketing Project to the ERP System.

       2.      System receives campaign structure and description (SAP ECC)
Once this transfer has been triggered, the marketing hierarchy is sent to the ERP System where the costs are settled. See Structure linkActual Costs.

       3.      Start or schedule campaign (SAP CRM)
Also, once the campaign is released, you can start Structure linkcampaign automation. In the campaign automation screen, you can start or schedule a campaign such as an Structure linkevent-triggered campaign or Structure linkmulti-wave campaign.

       4.      Receive campaign responses (SAP CRM)
The system receives the responses to these campaigns and these are monitored. You can see them using the Count button. You can also use optimization nodes to refine your campaign.

       5.      System triggers follow-up campaign steps (SAP CRM)
Depending on the settings you have made for these responses (you can set up rules as to how to deal with these responses in the Structure linkRule Editor), an appropriate follow-up step is triggered, depending on the rules that you have defined for the decision node.

 

 

 

 

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