In today’s economy, while departments across almost every company
are each facing their own particular set of challenges, the core objective
is usually the same — to do more with less. A vice president of
marketing is tasked with driving more leads with less program funding;
a director of sales must reduce sales costs while bringing in additional
revenue; a customer interaction center manager is charged with handling
more calls with the same number of agents.
The IT teams that support these initiatives face similar pressures.
How can they effectively respond to demands for new and more efficient
marketing, sales, and service processes, and translate this into just
the right solutions and technology? How does IT continue to innovate to
meet short-term departmental and company goals while also guarding against
costly integration efforts, time-consuming maintenance, and isolated or
obsolete legacy solutions? Overall, how does IT ensure that operations
run with minimum TCO and that technology and software investments guarantee
With mySAP Customer Relationship Management (mySAP CRM), SAP provides
resources to satisfy both the business and technology sides of this equation.
The result is a fast, modular approach to implementing just the CRM scenarios
a business needs.
First, SAP Solution Maps provide an at-a-glance overview of the scope
of mySAP CRM for managers, executives, and IT project teams. Then, SAP
provides complete, ready-made Business Scenarios that map out real-world
business processes with end-to-end tasks and all the technology needed
to support them. And finally, mySAP CRM enables you to incrementally deploy
the scenarios of your choice, based on your most strategic priorities
and maximum return on investment (ROI), with comprehensive support for
configuration and implementation via the SAP Solution Manager.
|With mySAP CRM (SAP CRM Release 4.0),
SAP delivers more than 90 prepackaged Business Scenarios — from
“Marketing Planning” to “Service Order Management”
— to give you up to 280 individual, executable Business Processes
that can be used in 850 instances.1
Not only does this streamline the translation of business-process requirements
into appropriate software needs, it also consumes fewer resources in implementation
and maintenance. Ongoing evaluations by SAP point to a 30% faster
implementation and a 20% reduction in TCO that
can be gained by applying the Business Scenario approach along with SAP
Solution Manager tools, as compared to former projects proceeding without
Here’s a closer look at how mySAP CRM offers not only the ingredients,
but the recipe for more efficient and effective customer-facing processes,
with both business and solution support at each step along the way.
Start with the CRM Solution Map as the Overview of Customer Engagement
Across the Organization
mySAP CRM delivers best practice Business Scenarios
developed with industry-leading companies in all the industries SAP serves
to support end-to-end business tasks across solutions and components.
By starting with these identified, predefined CRM scenarios,2
you have a recipe for jump-starting the planning and implementation of
your own set of CRM processes.
The Solution Map is the first point of departure for choosing, defining,
and planning each element of a CRM strategy across the various customer-facing
areas of your business (see Figure 1). Each line in the
Solution Map reflects a key capability of mySAP CRM, and each individual
block represents a particular Business Scenario. At a more detailed level,
you see the ingredients — the features and functions — for
this capability as supported by SAP and its partners. This includes fully
developed, end-to-end Business Processes inside each of its Business Scenarios
for Sales, Service, and Marketing, and across various interaction channels.
|Solution Map View of Enterprise-Level CRM (Overview
Choose the Most Targeted Business Scenarios for Your Organization
After you’ve chosen your key Business Scenarios, you can view
each one as a fully developed, step-by-step standard business process.
This, in turn, can be linked to underlying supporting technical infrastructure.
There are two steps — and two views — not to add paperwork
to your CRM planning efforts, but to bridge the gap between business users
and IT teams.
Business Maps (see Figure 2) represent
the business view of a scenario and are intended for use by the manager
or department head. They focus on each party involved in the transaction
and are enriched with information about the benefits and business value
of the process. At their core, Business Maps display the processes that
establish the course of the scenario, and you can drill down further from
|Business Map — Campaign Planning as One Process
Campaign Management Business Scenario
The IT team can then use the Component View, along
with other technical resources and documentation, to map the Business
Process to technical systems (see Figure 3). This view
represents an overall system and communication landscape to support the
selected Business Scenario.
|Component View of Campaign Planning
Scenario descriptions then present the entire Business Scenario, combining
both the business-related content and their technical flow. These scenario
descriptions are available through the SAP Help Portal (http://help.sap.com)
and the SAP Service Marketplace (http://service.sap.com/ibc).
With all these resources at hand, your line-of-business managers and
IT and implementation teams can “speak the same language”
to select the right supporting software and enable a fast, modular approach
to implementing a CRM strategy, step by step.
Deploy and Operate CRM Scenarios Using SAP Solution Manager for Maximum
and Immediate Efficiencies
Once you’ve selected from the Business Scenarios, the IT project
team can use SAP Solution Manager, the central platform for efficient
implementation and operation of the mySAP CRM solution. With the Solution
Manager in place, you have a single comprehensive source for CRM business
content, blueprinting of your tailored solution, made-easy configuration,
testing, go-live, operation and maintenance, monitoring, help desk organization,
and more — an unparalleled degree of support throughout the entire
software life cycle.
In fact, SAP Solution Manager is prepared to enable customizing of all
your SAP solutions across different systems. It includes a central Business
Process Repository, which stores the complete set of business scenarios
and processes, along with documentation of all required configuration
steps (see Figure 4). The Solution Manager navigation
bar allows easy access to every process constituting a Business Scenario
and the process steps defined within it. Companies can use these predefined
models as templates for a fast blueprinting, but also for making changes
and additions to meet their own needs at any point in the life cycle of
a mySAP solution.
|Business Process and Corresponding Component View Available
in the SAP Solution Manager
Making full use of the Solution Manager’s integration with your
systems will secure a guaranteed return on your investment. The gains
will include full configuration capabilities at your fingertips from a
single interface, as well as long-term monitoring and troubleshooting
functions (discussed in detail in the next section). By defining your
actual system landscape in the SAP Solution Manager and selecting your
Business Scenarios there, it is possible to execute the configuration
steps directly from the Solution Manager itself (see Figure 5).
Tabs organize all the information required to implement each process for
you. For each Business Process, configuration steps are listed in order;
from the links embedded in each step (next to each “Type”
listed) you can directly jump to the system where the configuration action
must be executed.
|Step-by-Step Configuration Steps and Links Available
Directly from SAP Solution Manager
What’s more, the Solution Manager’s industry-specific content
allows you to profit from proven best practices for your particular market,
giving you a jump-start for fast ROI and low TCO for your mySAP CRM solution.3
Receive Long-Term Support for Smooth Operations and Future Improvement
While quick implementation is key to fast ROI, this gain can be lost
if you’re then saddled with a solution that absorbs an inordinate
amount of time and effort in maintenance over the long term. Once you
go live, keeping your solution up and running at full speed is critical
to your business success. So not only does SAP Solution Manager provide
support during project startup and through functional and technical implementation,
it also takes a longer view by supporting the ongoing operation and optimization
of your SAP solutions. SAP Solution Manager puts you in control of distributed
systems, integrated Business Processes, and their interdependencies.
For your service and support needs, SAP Solution Manager also offers
seamless communication with SAP and partners, which complements SAP’s
extensive range of remote and on-site services.
The following tools and services in SAP Solution Manager support smooth
and efficient operation and continuous improvement of your systems:
EarlyWatch Check ensures continuous operation and optimization of your
SAP solutions. Predictive and proactive services can be delivered remotely,
on site, or as a self-service procedure.
range of SAP Solution Management Optimization services that focus on specific
weaknesses is delivered within SAP Solution Manager.
Manager capabilities cover system and business-process monitoring and
service-level management reporting to help you monitor and administer
your entire solution. Core business processes are traced through different
systems and interfaces. Alerts appear in a graphical model of your solution
landscape, identifying exactly where a problem occurs. With just a single
click, you can access detailed information about the problem as well as
hints and services to help you resolve it.
With service-level reporting, you can define system status reports yourself.
Summary service reports are an indispensable source of management information
for making decisions concerning hardware and software issues.
With its support desk functions, SAP Solution Manager offers a complete
infrastructure for organizing and operating a help desk at your site —
one that covers your entire solution landscape. It provides message handling
and access to the SAP Notes database, as well as to other SAP Service
Marketplace information. SAP Solution Manager integrates support tools,
such as the SAP Note Assistant tool, an enhancement to SAProuter, and
In mySAP CRM, you will find the wealth of ingredients and the
recipe for combining them — a recipe you can follow and adjust for
your own successful CRM strategy. As part of a modular approach, you can
deploy industry-specific scenarios or core functionality incrementally
based on your top strategic priorities and maximum ROI.
CRM Business Scenarios represented by Business Maps are linked to Component
Views that are optimized for the information needs of technical staff.
These resources help both line-of-business and IT departments make the
leap from business-process needs to technical solutions.
Along with these predefined scenarios, you have initial and
long-term support in the form of SAP Solution Manager, the delivery platform
for all services across the life cycle of your mySAP CRM software. SAP
Solution Manager provides the integrated content, tools, and methodologies
that you need to implement, support, operate, and monitor your enterprise’s
SAP solutions — ultimately helping to reduce your TCO.
For more information on mySAP CRM, see www.sap.com/crm.
For details on the Solution Manager and SAP services, visit www.sap.com/services.
A complete listing of Business Scenarios, including Business Maps and
Component Views, is available from the SAP Help Portal (http://help.sap.com)
and the SAP Service Marketplace (http://service.sap.com/ibc).
Also, at http://service.sap.com/crm-business-scenarios,
you’ll find more information about SAP’s methodology and approach
to Business Scenarios.
1 A Business Scenario is the collection
of Business Processes that describe a comprehensive, self-contained end-to-end
business objective. A Business Scenario
can have alternative sequences of processes,
which are called “variants.”
more details on industry-specific CRM scenarios,
see “CRM Solutions for Your Industry” by
Stefan Haenisch in this issue of SAP Insider (www.SAPinsider.com).
Stefan Haenisch’s article in this
issue of SAP Insider (www.SAPinsider.com).
Siemers holds a degree in Computer
Science and has experience in various
areas of IT business. Mr. Siemers
started at SOFTWARE AG in 1992 in
Development and Technology Consulting,
and from 1996 held positions in Business
Development, CRM Product Management,
and Marketing at Oracle. Since mid-2000,
he has worked for SAP AG as Director
of CRM Product Strategy.
Andreas Schuh, as Director for Product
Management, is responsible for cross-solution
integration themes such as the Scenario
project for mySAP CRM. Since joining
SAP in 1997, he has held leading
positions in the areas of Product
Management and Business Development,
and was previously project leader
of a global SAP project for a strategic