Marketing-to-Opportunity Scenario Overview

Marketing-to-Opportunity Scenario Overview
Click process chevrons for details 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 s 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

Marketing-to-Opportunity Scenario Overview
Click process chevrons for details 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 s 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 <Role Name> <Role Name> <Role Name>

Marketing-to-Opportunity Process Details: Creating Target Group
Click process chevrons for details X Creating Target Group Define and maintain target group Creating and Executing Campaign Creating Lead Creating and Developing Opportunity i 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 Business Value In the Work Center Marketing Scenario Flow Further Information See also Create a Target Group

Marketing-to-Opportunity Process Details: Creating Target Group
Click process chevrons for details X Creating Target Group Define and maintain target group Creating and Executing Campaign Creating Lead Creating and Developing Opportunity i 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. X 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 Business Value In the Work Center Marketing Scenario Flow Further Information See also Create a Target Group

Marketing-to-Opportunity Process Details: Creating and Executing Campaign
Click process chevrons for details Creating and Executing Campaign X Creating Target Group Create campaign Execute and monitor campaign Contact target group members Capture campaign responses Finalize and check campaign results Creating Lead Creating and Developing Opportunity i i i i i 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

Click process chevrons for details Creating and Executing Campaign X Creating Target Group Create campaign Execute and monitor campaign Contact target group members Capture campaign responses Finalize and check campaign results Creating Lead Creating and Developing Opportunity i i i i i 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. X 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

Click process chevrons for details Creating and Executing Campaign X Creating Target Group Create campaign Execute and monitor campaign Contact target group members Capture campaign responses Finalize and check campaign results Creating Lead Creating and Developing Opportunity i i i i i 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. X 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

Click process chevrons for details Creating and Executing Campaign X Creating Target Group Create campaign Execute and monitor campaign Contact target group members Capture campaign responses Finalize and check campaign results Creating Lead Creating and Developing Opportunity i i i i i 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 s. X 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

Click process chevrons for details Creating and Executing Campaign X Creating Target Group Create campaign Execute and monitor campaign Contact target group members Capture campaign responses Finalize and check campaign results Creating Lead Creating and Developing Opportunity i i i i i 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 , phone call, fax, and letter. X 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

Click process chevrons for details Creating and Executing Campaign X Creating Target Group Create campaign Execute and monitor campaign Contact target group members Capture campaign responses Finalize and check campaign results Creating Lead Creating and Developing Opportunity i i i i i 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. X 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

Marketing-to-Opportunity Process Details: Creating Lead
Click process chevrons for details Creating Lead - Lead Generation by Marketing and Hand Over to Sales X Creating Target Group Creating and Executing Campaign Create lead Qualify lead Hand over lead Accept or reject lead Creating and Developing Opportunity i i i i 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)

Click process chevrons for details Creating Lead - Lead Generation by Marketing and Hand Over to Sales X Creating Target Group Creating and Executing Campaign Create lead Qualify lead Hand over lead Accept or reject lead Creating and Developing Opportunity i i i i Click here to hide process variants Creating Lead - Lead Generation by Sales i 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)

Click process chevrons for details Creating Lead - Lead Generation by Marketing and Hand Over to Sales X Creating Target Group Creating and Executing Campaign Create lead Qualify lead Hand over lead Accept or reject lead Creating and Developing Opportunity i i i i Click here to hide process variants Creating Lead - Lead Generation by Sales i 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. X 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)

Click process chevrons for details Creating Lead - Lead Generation by Marketing and Hand Over to Sales X Creating Target Group Creating and Executing Campaign Create lead Qualify lead Hand over lead Accept or reject lead Creating and Developing Opportunity i i i i Click here to display process variants 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. X 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)

Marketing-to-Opportunity Process Details: Creating and Developing Opportunity
Click process chevrons for details Creating and Developing Opportunity X Creating Target Group Creating and Executing Campaign Creating Lead Create opportunity Manage opportunity Plan and track sales activities Monitor pipeline Finalize opportunity i i i i i 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

Click process chevrons for details Creating and Developing Opportunity X Creating Target Group Creating and Executing Campaign Creating Lead Create opportunity Manage opportunity Plan and track sales activities Monitor pipeline Finalize opportunity i i i i i 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. X 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

Click process chevrons for details Creating and Developing Opportunity X Creating Target Group Creating and Executing Campaign Creating Lead Create opportunity Manage opportunity Plan and track sales activities Monitor pipeline Finalize opportunity i i i i i 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. X 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

Click process chevrons for details Creating and Developing Opportunity X Creating Target Group Creating and Executing Campaign Creating Lead Create opportunity Manage opportunity Plan and track sales activities Monitor pipeline Finalize opportunity i i i i i 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. X 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

Click process chevrons for details Creating and Developing Opportunity X Creating Target Group Creating and Executing Campaign Creating Lead Create opportunity Manage opportunity Plan and track sales activities Monitor pipeline Finalize opportunity i i i i i 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. X 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

Click process chevrons for details Creating and Developing Opportunity X Creating Target Group Creating and Executing Campaign Creating Lead Create opportunity Manage opportunity Plan and track sales activities Monitor pipeline Finalize opportunity i i i i i 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. X 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

Marketing-to-Opportunity Business Value
Plan Capture Qualify Convert Analyze Market and Identify Potential Define Target Groups Create Campaigns Execute Campaigns Capture Responses and Create Leads 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 s 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

Marketing-to-Opportunity Scenario Flow
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 Target Group Creating and Executing Campaign Creating Lead Creating and Developing Opportunity Lead Generation by Marketing and Handover to Sales Lead Generation by Sales Scenario Explorer Scenario/Processes Business Value Scenario Flow Further Information Legend Dotted line = optional Process variant1 Process variant 2 Work center in which process is performed Process mainly driven by the user Work Center Related scenarios Business document flow

Marketing-to-Opportunity Further Information
Scenario Explorer Do you want to try it out? Do you need more information? Do you want to discuss with others? Self-Enablement Systems If you want to try out the business scenario, click here.* More Details SAP provides a complete product documentation, covering all aspects of the business scenario. For more details, click here. Forum Get in touch with experts to discuss your specific requirements. To enter the community, click here.* Scenario/Processes Business Value Scenario Flow V WIKI In addition to the product documentation, SAP provides Wikis that describe additional aspects of SAP Business ByDesign. To access the WIKI, click here.* Further Information * Note that to access the links above you need to have a user in SAP Business Center. If you cannot access the page directly and if you are using Microsoft Internet Explorer®, please check

Marketing-to-Opportunity Scenario Overview

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Marketing-to-Opportunity Scenario Overview

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