openSAP

SAP Business ByDesign Customer Relationship

Management
Week 1 Unit 1

00:00:08 Ladies and gentlemen, welcome to Week 1, Unit 1 of our new openSAP course on customer
relationship management
00:00:16 in SAP Business ByDesign. My name is Rainer Zinow, and I have the pleasure
00:00:21 of giving you a quick introduction to what Business ByDesign is all about.
00:00:26 Business ByDesign is developed as a so-called "Suite in a Box".
00:00:32 So very much like the other solutions that we in the SAP portfolio, we deliver all of the key
00:00:39 ERP processes, but we do it a highly integrated fashion. So "out of the box" means there's no
need to integrate
00:00:47 with additional components like supply chain management modules, like CRM components,
like other components,
00:00:56 but the capability is built in. Nevertheless, if you want to use additional capabilities,
00:01:02 for example, because you want a richer process on expense and reimbursement
management,
00:01:08 you can integrate obviously with Concur, just as one example. So that is the principle of a
Suite in a Box.
00:01:17 Business ByDesign is a solution which you will very hard to outgrow.
00:01:24 We've done scale-out tests with intels, and that will go way beyond what you need,
00:01:29 so the scalability is given in Business ByDesign. It is rather that companies who need very
advanced
00:01:36 processes and global risk and compliance management solutions over time may consider
using SAP's
00:01:43 S/4 flagship product for their path forward. When I talk to customers and say, "Well, you've
been live now
00:01:53 with Business ByDesign for quite a while - what has changed?" The companies tell me two
things.
00:01:59 Number one, ByDesign keeps us out of trouble. So we are safe when it comes to a tax
standpoint,
00:02:04 when it comes to an audit situation, and so on and so on. So that is all great.
00:02:11 But where ByDesign really helped us was to make smarter decisions.
00:02:16 I always tell the story of a customer who I recently met, who told me, "Rainer, you have no
idea how many people
00:02:22 come in to my office every week and say, we should sell more of this product.
00:02:27 We should do more business with this customer, we should do more in this country."
00:02:31 And he said, in the past he thought, well, the people hopefully know what they are talking
about.
00:02:36 But he says, today, he brings up the profitability analysis, by product, by customer, by market
unit
00:02:44 and sees what makes sense, what doesn't make sense. And he told me today, they take 10
out of 10 good decisions.
00:02:52 In the past, that wasn't exactly the ratio. Last but not least, what ByDesign is all about
00:02:59 is providing you with a constant inflow of innovations. There's so much happening these days.

00:03:05 You may have heard SAP's story on the Intelligent Enterprise. The Intelligent Enterprise takes
advantage
00:03:13 of all of these new capabilities. Be it machine learning and artificial requirements
00:03:19 that are now available to us. Be it advanced analytical scenarios
00:03:23 that we suddenly can use. Be it Internet of Things scenarios
00:03:28 that we now have available to us or very new and we are still in the middle of
00:03:32 finding out what precisely to do with it. We can leverage blockchain technologies
00:03:38 for what we are doing. And we provide our customers
00:03:41 with these innovations automatically. With every feature pack,
00:03:46 with every quarter you get the latest and greatest that we have to offer.
00:03:50 Never again will you need to worry about a release upgrade. These are some of the great
advantages of Business ByDesign.
00:04:00 Another key thing and - I want to spend a minute on this slide - is ByDesign is nearly as
extensible and flexible
00:04:08 as the traditional applications which you know from the on-premise world years ago.
00:04:14 The second thing which is key is we have put a lot of work into designing this fan.
00:04:21 By the way, this fan is the result of an analysis which we drove, where we analyzed
00:04:27 5,000 implementation projects. And we asked customers, "What did you actually do
00:04:33 during the implementation?" What we've accomplished with Business ByDesign
00:04:38 is that right up to the mashups, you can do all of those adaptations, be it user interface
adaptations,
00:04:46 form adaptations, analytical adaptations - whatever you want. You can do all of that as a key
user
00:04:53 and without programming skills. Just when you want to extend the solution with your own
business objects,
00:05:00 with your own logic, then we have different ways to extend the system,
00:05:06 be it the SAP Cloud Applications Studio or be it the SAP Cloud Platform to extend the solution.

00:05:12 Therefore, please keep in mind ByDesign is highly extensible and you can adjust it to the
specific needs
00:05:19 of your company. The next dimension why many, many companies,
00:05:24 especially also in subsidiary cases, go for Business ByDesign is its global reach.
00:05:30 ByDesign today is more... is used in more than 130 countries around the world.
00:05:36 How is that possible? Because, as you see, we are delivering 19 countries
00:05:42 currently as the scope of Business ByDesign, where we deliver a level of localization out of the

00:05:51 We have a second category. These are the pre-localized countries.

00:05:55 There we have more content, but still some work needs to be done. And last but not least, we
have the so-called "tax basic" countries.
00:06:03 But even if the countries that are key for your rollout are not on that list, you can build country
versions on your own.
00:06:11 That is one of the big unique selling propositions of Business ByDesign, that it has an
architecture layer
00:06:18 where all of the company-specific settings reside and customers and partners have access to
that layer.
00:06:26 I have customers who have deployed ByDesign around the world, and they built the lion's
share

2
00:06:32 of the solutions on their own that they needed in these countries.
00:06:37 Now let's talk about CRM. CRM is an amazing journey.
00:06:43 And the interesting part is every customer finds their own way to your solution.
00:06:49 You've heard that many times before, that your customers today are a lot more well educated,
when it comes to
00:06:56 the specific product capabilities, than ever before. They have already been on a journey with
your products and your services.
00:07:04 They did research on the Internet. They talked to other customers.
00:07:08 So you have a different situation and you need to shape it. And this picture illustrates some of
the elements of the journey,
00:07:18 from the awareness to the decision-making process that is happening. But it is not happening
in one well-defined way.
00:07:27 Every customer takes their own path. And many customers have a different path
00:07:33 that you need to cater for. Therefore, coping with these infinite possibilities
00:07:39 is the challenge of CRM. And at SAP we thought long and hard about
00:07:44 what are the key ingredients that we need to provide you with. And we said, when it comes to
CRM,
00:07:52 then a couple of key aspects matter. It is that we need to be able to do...
00:07:58 to support the processes right up to the sales order. That is lead opportunity quote
management.
00:08:06 This also includes campaign management capabilities so that you drive the generation of
leads.
00:08:13 But CRM does not start with a sales order. I've met many customers who've told me... and
they said,
00:08:20 "Rainer, we are fairly good when it comes to selling our solutions, but the real value add
comes when the contract
00:08:27 is signed and we can provide services to our customers. This is where we really shine.
00:08:33 This is where we can really make a lot of money." Therefore, all of the post-sales capabilities
00:08:38 are equally important, be it the service request, the service order, maybe with spare parts
00:08:45 and the service order invoicing part too. The same topic visualized slightly differently.
00:08:52 You see here the different capabilities. I extended this slide also with a topic
00:08:57 of the commerce capability. You will hear more about over-the-counter sales
00:09:02 but also how you integrate Web shops during this course. So also one aspect of Business
ByDesign
00:09:11 Sales service marketing I talked about, but let's not forget it's all about smart decision making,
00:09:17 therefore the extensibility and the analytical capabilities in the center are equally key.
00:09:25 I've added two slides to Week 1, to my unit, simply because in previous courses we got many
questions on that.
00:09:34 There's a wealth of information available out there on Business ByDesign.
00:09:40 We've categorized it very similar to how SAP structures its curricula. So level 1 content, which
is basically the first six hours,
00:09:50 to introduce you to what Business ByDesign is. You find that on YouTube.
00:09:54 And for our Chinese customers and partners we're working on a solution to also deploy it
00:10:00 on a platform that you can reach out to. The level 2 courses, which is basically the introductory

00:10:06 knowledge for consultants and key users, that is available via the openSAP courses.
00:10:12 And level 3 content, which is really detailed content, more for the consultants,
00:10:20 that is available via SAP PartnerEdge in a specific portal.

3
00:10:25 Most of the content you find built in via the online Help Center, which is a part of Business
ByDesign.
00:10:34 There you can see all of the documentation and additional information.
00:10:39 I also would like to highly recommend to you to consult and to contribute to the SAP
Community.
00:10:47 The SAP Community is a lively marketplace where people come together, ask questions,
00:10:53 and other people help. This is the right place where you ask
00:10:56 your know-how-related questions. If you are under the impression that you have
00:11:02 a situation where the software is not working as it should, or to call it a bug, then you rather
use
00:11:09 the support environment that SAP provides. You reach the support environment either via the
built-in Help,
00:11:17 where you can create a ticket right now, or you can go to the SAP Support Portal.
00:11:23 And in the SAP Support Portal you find further information on Business ByDesign,
00:11:29 especially the knowledge-based articles. We write these knowledge-based articles
00:11:38 when questions come up more and more often and we want to answer them once.
00:11:43 You'll also find Meet the Expert seminars and the recordings there, questions and blogs, and a
lot of other information.
00:11:52 That's all for Unit 1, Week 1. Thanks a lot for your attention, and enjoy the course.

4
Week 1 Unit 2

00:00:09 Hello, my name is Jan Matthes. I'm Chief Product Manager for SAP Business ByDesign.
00:00:14 And I'm now going to give you an overview about SAP Business ByDesign CRM.
00:00:18 So, first of all, what do our customers do? Customer engagement changed tremendously in
the past years.
00:00:25 Customers are more and more in control. The rules for them, how they travel
00:00:29 in their customer journey, are really tremendously changing. Basically, that old waterfall
approach that you known
00:00:36 from the past: awareness, interest, desire, and then purchasing and delivery
00:00:40 and maybe at the end some after sales service. This is no longer the journey of our customers.

00:00:45 So, we need to get more agile in all those steps. And basically every one of those steps
00:00:53 can be an entry point for a customer. For businesses, also the world changed dramatically.
00:00:58 The question is really: How many systems do they really need to have a customer
engagement
00:01:04 which is really working end to end, and where you don't have any disruption
00:01:08 in the customer journey? I'm going to show you now how SAP Business ByDesign CRM
00:01:14 tackles those challenges. So, first of all, in a nutshell,
00:01:18 what does Business ByDesign CRM provide? It's basically an end-to-end business suite.
00:01:23 You know that it's an ERP solution, but it really provides also end-to-end customer
engagement functionalities.
00:01:29 Which are basically starting with marketing and pre-sales communication.
00:01:33 So, you have full ability to track all your interactions with customers.
00:01:38 You can do and keep those interactions with the customer, also using groupware or mobile,
00:01:44 or using collaboration telephony functionalities. We support not only the high-touch sales
volume and engagement,
00:01:52 but also the low-touch sales. What is the difference between high-touch sales
00:01:57 and low-touch sales? Basically, you all know the history of CRM very well.
00:02:02 The well-known opportunity management where you have, let's say, a handful of sales
representatives working
00:02:09 with a handful of customers and spending lots of time sending and selling services
00:02:15 and products to those customers. For those, you need an opportunity management,
00:02:20 you'd need a powerful activity management, and then usually you'd then sell
00:02:24 at the end of such a sales phase a large volume of services and products.
00:02:32 But the world has also changed. Digitalization is common everywhere
00:02:37 and that's also affecting sales. So sales need to be more automized, and we all recognized
00:02:44 that maybe for the first time when we entered the first Web shop, which probably is 20–30
years ago already.
00:02:51 So here, for those automated low-touch sales, you need to keep the sales cycle as short as
possible,
00:02:57 you want to interact as quickly as possible, and come to a deal closure as quickly as possible.

00:03:03 That's why you want to automize that with software solution. You have, let's say, a Web shop
as the entry point
00:03:09 or a point of sales application, and that should deeply be integrated
00:03:13 into Business ByDesign, and this is what we also support here with that commerce integration.

5
00:03:19 And finally, it comes also to the execution of those deals. And that means basically delivering
material products,
00:03:28 but also delivering and executing services. So that might be, let's say, a standardized service
00:03:34 like facility management, it might be a project-based service,
00:03:38 and you want to combine that also with delivering materials. And, of course, you want to
deliver
00:03:44 those materials also standalone. And at the end of the day,
00:03:48 it might also be that you have service in terms of after sales service.
00:03:53 So, let's say, an in-house repair might be needed or a return.
00:03:58 So those might be needed as well. In the core of CRM is always collaboration and analytics.
00:04:04 So, you need to keep track of your customers. You need to keep track of your teams.
00:04:10 What are they doing? What are they positioning?
00:04:12 How successful are they? And you need to easily communicate
00:04:16 with your customers and clients. And at the of the day, what really counts
00:04:21 is, of course, the invoices. What could be more simple to have all those functionalities
00:04:27 in an all-in-one solution without the need to have deep integration products
00:04:32 which probably extend your digital core? So, with Business ByDesign CRM, you have this all
as part
00:04:39 of your ERP solution and that's basically one of the biggest assets that we have.
00:04:46 As mentioned, collaboration, groupware are key, and just to mention a few examples that we
provide here.
00:04:53 We offer groupware integration – so basically all activities and phone and communication
activities you do
00:05:00 with your clients using Business ByDesign can also be done with your Outlook and can be
synchronized
00:05:06 to Business ByDesign again. We are enabling usage of various input devices,
00:05:13 not only the desktop, but also the tablet, and we support also usage of key scenarios
00:05:20 using your smartphone. And, of course, the world still depends on using the phone.
00:05:25 That's why we have the embedded collaboration window as a telephony application also as
part of our solution.
00:05:33 So here is an overview about all the work centers, the work areas that we provide
00:05:38 to sales, marketing, and service users. It basically starts with the marketing work center
00:05:44 and ends with e-commerce management capabilities and the customer invoicing.
00:05:50 All those work centers are designed to really optimize the work of each of your users in
marketing,
00:05:57 sales, and service. So, you don't need to deploy all
00:06:00 of those to all of your users. It's really, you decide in your configuration
00:06:05 what shall be used by what user type. And, we also support the manager role here.
00:06:10 So this is also important to have in view because managers really need to be able to dig into
all details
00:06:18 and still keep the overview without the need to go into the details.
00:06:23 Let me give you a glimpse about our marketing capabilities that we support.
00:06:27 So, first of all, you are able with Business ByDesign to easily create target groups, to execute
campaigns on that.
00:06:34 Either by exporting the contact data and the valuable data you get from your digital
00:06:40 to external solutions. But, most significantly, you can also directly execute
00:06:45 campaigns using Direct Mail Campaign, for instance. And you see here on that picture,
basically,

6
00:06:50 how such a flow can go. You start with that creation of a target group.
00:06:54 You initiate the campaign. You execute the campaign, either
00:06:58 with external tools or directly in ByDesign. And then you fetch the responses from all the
contacts,
00:07:06 and create responses, and basically at the end of the day you are then able to track the
success of your marketing,
00:07:14 also in dollars and euros, because you can really relate a campaign to the business
documents in a sales order
00:07:22 or, let's say, a contract. So here are a few screenshots on what such a flow
00:07:29 in marketing communication might look like. So on the top, you see basically how you can use

00:07:36 a set up campaign and track the responses. You would be sending out such a direct mail
campaign.
00:07:42 And at the end, you then create leads, opportunities, and sales orders.
00:07:47 And with that, you can then easily also measure the success of your campaigns in value.
00:07:55 So let me give you an overview about what we provide in terms of high-touch sales.
00:08:01 So for companies which really have long sales cycles and a low volume of customers.
00:08:07 So here it's really the very detailed communication, and you want to track all communication
steps
00:08:13 because you have really high-volume deals. Every deal that you win or lose might be decisive
00:08:20 for your company. That's why you really want to have the most
00:08:24 in that area then. We provide here not only a basic account
00:08:27 and contact management, but all the steps you might be having
00:08:31 from lead to opportunities to tracking the activities to creation of quotes, and using the
mentioned
00:08:38 collaboration capabilities. As soon as you have proposed something to your clients,
00:08:43 you want to see basically all the deals you have in the pipeline with a nice pipeline simulation.
00:08:50 Or you want to see directly, when talking to the client, whether the product is really available to
be delivered or not.
00:08:56 And the pricing is, of course, also key. If you can't give really an exclusive price
00:09:02 for an important client, then they will definitely be disappointed.
00:09:07 And that's why Business ByDesign supports not only pricing based on your various sales
channels,
00:09:12 but also customer-specific prices. And, as mentioned, the delivery at the end
00:09:18 of the day is key. If you cannot deliver on your promises,
00:09:21 then you really have a problem. So that's why Business ByDesign then supports not only
00:09:27 the selling from stock of materials, but also the execution of services, and potential deliveries,
and returns.
00:09:35 And we all do this in a way that also taxes are calculated in a manner that you really meet all
the local requirements.
00:09:46 Here are two screenshots. You see in the back a screenshot
00:09:49 from an opportunity where you can also recognize how many follow-ups you might be having
00:09:54 from such an opportunity. An opportunity is basically something like a sales project.
00:09:59 And you want to structure basically what happens in such a project.
00:10:02 That's why we have here a sales methodology applied where you get proposals as a sales
employee
00:10:08 on what the next steps are in your sales cycle. And you can then automatically assign those to
the opportunities

7
00:10:16 and also track the execution of those activities. And, again, at the end of the day
00:10:21 you need to have the big picture. That's what you see on the right-hand side.
00:10:25 You can see here depicted all of your opportunities as bubbles, and by the color code, you can
recognize
00:10:31 in which state they are, if they are moving or When it comes to execution, most important
00:10:39 is to have a full view on your process and flow of your processes.
00:10:44 So if you start, let's say, with a sales order or an opportunity, you need to check from time to
time:
00:10:49 Where are my outbound deliveries, has the delivery already reached the customer,
00:10:54 or is there already an invoice? And the same applies also for services.
00:10:58 At the end of the day, the invoice is the counting document,
00:11:01 and we can really depict this for all business documents, from pre-sales to the invoicing, in one
document flow.
00:11:11 Let's have a look here at selling and executing services. Here, we mainly differentiate between

00:11:17 selling standardized service, project-based service,

00:11:20 and the field and in-house repair scenarios, which you could call after sales service.
00:11:25 Standardized service is basically you have a business where you sell a standard service
offering
00:11:30 like facility management. You create contracts out of that,
00:11:35 and then basically have a scheduled invoicing. For project it's a bit different.
00:11:40 You really have a project plan, and based on the project plan,
00:11:43 you want to invoice and execute maybe also outbound deliveries.
00:11:48 And finally, if it comes to field service and repair, then you need to think about:
00:11:53 How do the field service engineers arrive at your customer's side?
00:12:01 What spare parts do they need to fulfill their job? Are there any customer returns,
00:12:06 which then can be executed in terms of in-house repair or not?
00:12:13 Again, here at two screenshots which basically show you how invoicing and customer
invoicing depend really
00:12:19 on the project execution. So if you have here, on the right-hand side, something
00:12:22 like a project Gantt chart, then the fulfillment of each of those tasks can then automatically
trigger
00:12:30 the invoicing and the same is also the case if you deliver products and standardized services.

00:12:37 As mentioned, low-touch sales is getting more and more important.

00:12:41 So, especially for companies which sell a high volume of products to a high volume of
consumers,
00:12:48 the Web shop integration is the most transparent and common scenario, but you might also
want to integrate,
00:12:54 let's say, a product integration in terms of pricing, configuring, and quote.
00:13:02 You can also connect your point of sales applications to Business ByDesign, and way more
scenarios.
00:13:08 So we deliver out of the box more than 300 integrated Web services which you can use.
00:13:14 And if those are not sufficient, then you can, of course, also design your own Web services
00:13:19 and use any kind of middleware to integrate. A short summary on the customer invoicing.
00:13:25 Here again, it's three areas that we separate. It's the product and service invoicing,
00:13:30 the standard outbound delivery process which automizes your invoicing automatically as soon
as a product

8
00:13:36 or a service is being delivered. If you have scheduled invoicing based on a contract,
00:13:41 then this is also automized, and we have the subcases also for project-based invoices there as
mentioned.
00:13:50 It is mainly triggered by the fulfillment of the separate project tasks.
00:13:55 And not only the project task can trigger the invoicing, but also time recording, expenses, third-
party services,
00:14:02 or a material consumption as part of the product. Almost at the end of the slides now.
00:14:10 You see how important the analytics are. You need to have an end-to-end view on all of your
teams
00:14:16 and all of your customers. And you want to have this as part of your system,
00:14:20 because otherwise you cannot do assimilation, you cannot do planning on your data,
00:14:26 and you cannot directly trigger actions out of your reports. All Business ByDesign reports
basically enable
00:14:32 to flexibly drill down to the various views you want to have.
00:14:37 Let's say you want to see your report by customer or by partner or by product or by sales
organization.
00:14:42 You can do this all in one report. And if you drill to the lowest level,
00:14:46 then you can directly navigate to the business entities, let's say to an account.
00:14:51 This is embedded analytics par excellence, and that's why we think we have here
00:14:57 really a competitive advantage. Of course, you can use those reports
00:15:02 also to design nice dashboards and KPIs. The last slide for this slot is basically making you
aware
00:15:09 that all of this is available, but you don't need to use it at a time.
00:15:13 You can really configure it, and that's one of the biggest strengths
00:15:16 that we have at Business ByDesign. Our business configuration allows you to select
00:15:21 and to start where you really have the most pressure. So you might be starting, let's say, with
marketing
00:15:25 to opportunity to make it easy at the start. Then you could decide to have order to cash
00:15:30 for product delivery, and then later on you might be going into the after sales business.
00:15:34 All this is being done basically with the business configuration.
00:15:38 In business questions, you answer and then you enhance your scope with every one of the
clicks.
00:15:45 And, last but not least, really the central master data management for products,
00:15:50 but also for your organization in a multi-company environment, for instance, is available
00:15:55 as a central asset which helps you to, first of all, define your structure and to do your reporting
accurately,
00:16:03 but also to grow your organization. So I hope you liked what you have seen,
00:16:08 and stay tuned for the next session.

9
Week 1 Unit 3

00:00:09 Welcome back to Unit 3. Today I want to show you about

00:00:13 Customer Engagement and how you can manage
00:00:16 this across your teams for marketing, sales, and service.
00:00:21 So first of all, you have seen how many work centers
00:00:24 and work areas we provide for the employees. But actually,
00:00:28 what is really challenging is to keep the overview
00:00:30 about all those various roles and activities that might be happening on the customer front.
00:00:35 So that's why we have decided to have a separate work center,
00:00:38 the Managing My Area work center, which basically allows marketing, sales,
00:00:43 and service managers to keep track of what their team does
00:00:47 and also about the customer engagement across those teams.
00:00:50 So, with that work center, you basically get all tools as a manager
00:00:55 which you need to keep the overview but also to drill into the details,
00:00:59 and you will see this also today in a short, quick demo.
00:01:04 First of all, let me show you a couple of slides. So what is, of course, most crucial
00:01:09 is that you have an overview and you can monitor what customer engagement is currently
doing,
00:01:15 how your customers are behaving, and also, what the team's success is.
00:01:20 So therefore, you need a good way to get an overview, an insight,
00:01:24 an analytical view on all activities and to directly trigger actions,
00:01:29 and this is basically ideally done directly from a report. So the flow would be, as you can see
here
00:01:34 from the screenshots, first of all, you have a high-level KPI defined,
00:01:39 you drill in such a report, and from the report,
00:01:41 you get into the various business objects like, the account and trigger actions there.
00:01:48 Also, what is key in terms of keeping track of what customers are doing...
00:01:53 we invented basically the activity management, a well-known functionality which enables your
sales teams
00:01:59 to track all of the communications, maybe a phone call,
00:02:02 maybe an appointment or an e-mail, in the business application, in Business ByDesign,
00:02:08 and as manager, you again want to have an overview of what's happening,
00:02:13 what the volume of activities is that's happening, and which of them are basically critical.
00:02:17 And, of course, you want to do that not only while you are in the office,
00:02:21 but also while you are on the go, using your smartphone.
00:02:26 And you need to administer, of course, your team. And administration, well,
00:02:31 needs to cover also the boring things, like approving things or rejecting things,
00:02:36 or let's say, managing timesheets and managing absences and availabilities of your team.
00:02:43 Again, we have a nice looking UI for those functionalities.
00:02:47 You have a view where you can really see your whole team, where you can see the availability
of your team,
00:02:54 and if it comes to an approval, then you can also do this via your smartphone.
00:03:01 Let me show this to you in a quick demo. So I'm currently logged on here as a sales manager

00:03:07 in SAP Business ByDesign, and I have defined here,

00:03:10 in my launchpad, a couple of KPIs which give me a quick overview

10
00:03:14 on how my teams are evolving. So I see here the critical payment activities
00:03:19 is going up – it's 13 and it's going up. So that might be an indicator that something is going
wrong.
00:03:24 I see the contracts invoiced, see the total amounts here,
00:03:28 and a couple of more key figures and also actions
00:03:31 and items I need to be working on. I could also nicely arrange the details of those KPIs
00:03:38 into an overview page. That might look like this.
00:03:41 You'll learn later on, in the customer analytics sessions, what might be in detail behind that.
00:03:47 Let's go back into the launchpad and into the overview and drill down into such a KPI.
00:03:53 So this is now the contracts invoiced KPI. I simply click here on this KPI,
00:03:58 and then I get depicted the volume of all my products that have been invoiced via a contract,
00:04:06 and you see at a glance, with the size of the bubbles, that, let's say,
00:04:09 the technical remote support seems to be rather significant. Also, the platinum support is key.
00:04:15 And we have a couple of other products which, well, have less significance.
00:04:20 I can now analyze the data, go into the report from that KPI
00:04:25 and also easily change now the drill-down. Remember, I have to look not only at my
employees,
00:04:31 my customers, but also here at my products. Currently, we see the view by product,
00:04:36 and now I want to simply change that, and that is fairly simple.
00:04:39 I can now select here Account, confirm it with OK.
00:04:44 I might remove here the characteristic for Product, and then I see a different kind of chart.
00:04:49 Basically, the same analysis but here now by customer. And I could be doing the same also for
my employees.
00:04:56 I see that Unlimited Electrics is one of my key accounts,
00:05:01 and if I add here now the table view, then from the table view,
00:05:06 I can directly navigate to the account overview page, which is the master data in the system.
00:05:11 And now I get a 360-degree view which is filtered only for that account,
00:05:16 Unlimited Electrics, I see address information,
00:05:20 I see also the responsibilities of my team and who is working and what sales channels
00:05:25 are being used for that account. I see also an embedded report,
00:05:29 which depicts here the net value with freight and also tax.
00:05:32 And I see the development, basically, over time. Let's have a view deeper into what is
happening in the sales area.
00:05:42 Here I get a complete list of all the actions and quotes and business documents that have
been created
00:05:47 for that account. So I see the sales quotes.
00:05:50 I see, let's say, my leads which have been assigned here. And again, each click here would
link into those business documents.
00:05:59 And if I want to now, let's say, trigger an action, then this is also fairly simple.
00:06:06 I click here on the You Can Also, and then create, let's say, a new
00:06:10 activity task and from that activity, I could maybe, let's say, arrange a meeting
00:06:16 or ask my colleagues to arrange a meeting with the CEO
00:06:20 to talk with them about, let's say, the payment, open payments, which I've seen on the Account
360 overview,
00:06:28 and to trigger that action for my employees and also for the customer.
00:06:33 And thus, will then also appear here in the Account 360 view, under Activities.
00:06:38 And, of course, I will see this now also in my KPI here on the front.

11
00:06:44 So, if I have here "Critical payment activities", now it's going up to 14,
00:06:50 basically because I created a new critical one for that account that I just chose.
00:06:57 Let's now have a quick look at how you can also use the manager work center
00:07:02 when you're on the road with your smartphone. I opened up here
00:07:06 the approval, the manager approval app. Here, I can basically see all my quote approvals
00:07:11 which I have here for two of the customers, Williams and Sons
00:07:15 and Unlimited Electrics. And I see also the volume.
00:07:18 And if I drill down into Unlimited Electrics, and then I can really see
00:07:23 what has been requested by me. So it's basically, the volume of...
00:07:26 for that quote, which I need to approve or reject. And I can do that right away here, via my
smartphone.
00:07:32 Of course, I could also use my tablet to do that. So, this is basically it.
00:07:39 For a summary, you have seen how you can, as a manager,
00:07:43 control customer and team engagement across all roles in marketing, sales, and service.
00:07:49 You see manager-related tasks, like organizational management, you see all the reports and
how you can use
00:07:56 custom-specific KPIs to track customers and team engagement,
00:08:00 and how you can also record activities and analyze activities
00:08:06 which might be done by marketing, sales, and service teams. The next session will be
00:08:13 to give you an overview about our marketing capabilities. Stay tuned for the next one.

12
Week 1 Unit 4

00:00:09 Welcome back to Unit 4. My name is Jan Matthes and I'm now going to give you an overview
00:00:13 about marketing capabilities in Business ByDesign. So what is the role of a marketing expert
00:00:20 and what can Business ByDesign offer? Basically, those marketing experts are,
00:00:25 well, the Swiss knife – they do basically everything. And that starts usually by, well,
00:00:31 they get targets like: strengthen our relationship with our customers.
00:00:36 It's rather blurry. You need to be communicating. You get measured also by some figures,
00:00:41 and very often it's the number of interactions you have been triggering with your marketing
campaigns.
00:00:48 Key activities of such marketing experts very often is to manage
00:00:52 target groups, define the target groups, to design and execute the campaigns,
00:00:56 either internally or externally together with a marketing agency.
00:01:02 They will receive the responses and ensure that all the responses
00:01:05 are correctly assigned to campaigns, and, of course, plan customer events
00:01:10 and also involve and collaborate with the sales team, which are the next step in the value
chain afterwards.
00:01:16 You see here marked already the work centers that we provide.
00:01:20 It's a separate work center for Marketing. The Account Management work center is key.
00:01:25 And what we deliver then to the sales team as a marketing expert is then, very often, leads,
00:01:30 and that's why we have here the New Business work center as well.
00:01:33 And for the managers, of course, they want to track all the results with powerful reporting and
planning.
00:01:41 The scenario that we support in marketing is called Marketing to Sales.
00:01:45 And it covers, basically, everything from analyzing the market and analyze the potential of a
market
00:01:52 to define target groups in Business ByDesign. Follow-up is then to create campaigns
00:01:57 and to execute those, and most decisive is then you want to then also record the
00:02:02 success by creating responses. And those responses are not
00:02:06 necessarily just activities in CRM. It can also be, let's say, sales documents.
00:02:10 A sales order or a quote which is directly derived from a campaign is what you want to have
00:02:15 because you want to have the fewest possible steps in between before you really earn money.

00:02:20 So this is the overview about the marketing-to-sales scenario. The Marketing work center will
be the key for the
00:02:28 marketing expert. It provides abilities to create leads and hand over those leads,
00:02:33 to manage, also, market information and also competitor information,
00:02:38 and also insights on competitor products. Most significant is, of course,
00:02:41 the target group functionalities. There, you select groups of your customers
00:02:46 and use them for campaigns, and those campaigns can also, of course, be various and you
always
00:02:52 need to think it will be an internal campaign, which is executed internally
00:02:56 or which is executed, let's say, together with a partner like a marketing agency.
00:03:02 So this is basically the most important overview about the Marketing work center.
00:03:07 What can we do basically to create a target group? Well, first of all we provide a wizard
00:03:14 which supports the marketing expert step by step to define the criteria which
00:03:20 then lead to such a target group. That can be rather complicated at some point in time

13
00:03:25 because you want to exclude or include certain people. It's not that simple like: "I want to have

00:03:30 all A customers and then that's it." You want to really add and remove certain contacts
00:03:37 here as well, and that's basically what we offer here with that wizard.
00:03:40 Of course, you can always manually add such accounts and contacts to a target group.
00:03:45 The easiest way to do that is if you go to the Account Management work center
00:03:49 and you simply select a list of accounts and then save them as a target group.
00:03:54 So this is also possible and this is also possible for the sales employees.
00:03:58 And here you see a very good example of how sales and marketing ideally work together and
hand in hand.
00:04:07 So this is basically the first overview about the target groups.
00:04:11 Now when you have a target group defined, you will need to execute a campaign,
00:04:16 and as mentioned, you very often will just export the data. Let's say to a letter shop or to a
marketing agency,
00:04:24 which probably sets up then invitations and sends also the invitations directly to your
customers.
00:04:33 But if this is not needed and you simply want to have a mailshot, or if you simply
00:04:37 want to send out a newsletter, then you can also trigger an internal campaign,
00:04:42 let's say, an e-mail campaign, which then gets triggered directly by Business ByDesign.
00:04:48 And for both types of campaigns, you record then the follow-ups, which are leads, activities,
00:04:53 opportunities, sales quotes, and orders. And when you have such a campaign,
00:04:58 you can also decide if you want to grant, let's say, something to the client
00:05:03 in terms of a campaign-specific discount, or if you simply want to track what
00:05:08 the user did and how he reacted with a personal and specific response code.
00:05:15 Let's have a deeper look into the types of follow-ups you could be having.
00:05:20 Most obvious, especially when you're in a B2B business, you would be creating, let's say,
00:05:25 from the campaign directly a lead. So that would be something like a basic starting point.
00:05:32 And as soon as you've created one of the follow-up business documents,
00:05:36 then you would always see the history and the tree of all the documents, how they evolved
over time.
00:05:43 So what you see here is in the document flow the starting point is the campaign,
00:05:47 then you have a lead, you might be creating an opportunity eventually, and from the
00:05:51 opportunity, you might derive one or multiple sales orders, and at the end of the day,
00:05:56 an invoice is created and also various outbound deliveries. So each action you do in your
marketing cycle
00:06:03 will be recorded in an end-to-end manner, and I think this is unmatched.
00:06:07 You cannot achieve that with a standalone marketing solution. That kind of transparency is
only possible
00:06:13 when you have an all-in-one solution. Here is another example of a follow-up, an opportunity,
00:06:19 and I just opened up here the sales activities, which also shed light on how you start
00:06:25 in marketing, but you create lots of documents and communications later on in sales.
00:06:30 So if you have an opportunity, you might be having lots of activities talking to the customer,
00:06:34 having meetings, sending out the first quotes. All this can be done with a sales methodology
00:06:41 and structured with a sales methodology, and you can use that here in the opportunity
00:06:45 management itself, and it will be proposed to the sales employees
00:06:49 that they really always take the best path to win customers. And then the ultimate step is, of
course,

14
00:06:57 after the creation of a couple of activities, to create orders, and they will all be
00:07:03 derived from that single campaign. At the end of the day, you use analytics
00:07:09 to track and measure the success. And the most decisive and prominent
00:07:15 key figure is, of course, if you can prove that your campaign has generated revenue.
00:07:21 And this is very easy through that response flow that I've just shown in Business ByDesign.
00:07:25 You can define, let's say, such a KPI as you see here on the top – Marketing generated
revenue –
00:07:30 which simply looks at all the sales orders and sees, well, which of them has a reference to a
campaign?
00:07:36 Well, which have been created as a response to a campaign? And then you track the amount.

00:07:41 So it's fairly simple to get that kind of insight and also to optimize your marketing activities
00:07:48 in terms of, well, what is most revenue generating and what not?
00:07:54 So, this was basically the overview. You'll learn in the next sessions how to trigger a
00:08:00 direct mail campaign and how to set those up. Also how to create a target group you will see in
the next sessions.
00:08:05 Here, you now just got an overview about what the roles and responsibilities of a marketing
expert are,
00:08:11 how you can high level manage target groups and campaigns and responses, and how you
track
00:08:16 the success of all of your marketing activities. Stay tuned for the next session.
00:08:21 It will be getting interesting.

15
Week 1 Unit 5

00:00:08 Welcome back. My name is Jan Matthes.

00:00:11 I'm Chief Product Manager for SAP Business ByDesign, and I am now going to give you an
overview
00:00:16 for target groups and campaigns in Business ByDesign. First of all, you've seen the Marketing-
to-Sales scenario already.
00:00:23 What I will now cover is basically how to, in detail, set up a target group,
00:00:27 and how you can create a campaign and also track responses according to that campaign.
00:00:33 That'll be shown in a couple of slides and, of course, you will also see a short demo.
00:00:40 First of all, the most important work center, as you know, is the Marketing work center.
00:00:44 Here you can also manage your target groups and use those target groups then for
campaigns,
00:00:50 and while executing campaigns, you of course want to automize also the creation of
responses.
00:00:55 That's why we also provide the ability to create response options here in that Marketing work
center.
00:01:03 Definition of target group is, as explained earlier, rather simple, so the easiest way you could
imagine is,
00:01:09 someone goes into the Account Management work center, filters for a set of accounts,
00:01:13 and then creates a target group out of that. Sometimes that is not enough,
00:01:17 and definitely you want to segment your market way more powerful.
00:01:21 That's why we have the target group with it. Basically, a tool which guides you step by step
00:01:28 through the creation of a new target group, and also supports subtracting and merging of
target groups.
00:01:37 Also, I would like to mention that it's possible to use also reports
00:01:41 as the starting point for creation of a target group. If you have, let's say, the sales order volume
report,
00:01:47 and you have put the account as an attribute into your drill-down,
00:01:52 then you can directly create a target group out of and then use it for your campaign.
00:01:58 This is also a very powerful and easy-to-use way to achieve marketing transparency and
efficiency.
00:02:07 Let's have a deeper look into the target group setup. Very often it is the case that you have
already
00:02:14 a simple target group set up, let's say all your A customers.
00:02:17 But suddenly you recognize, oh my God, I have another target group which I also want to add
here,
00:02:23 but how can I now ensure that, well, those overlapping target groups, well,
00:02:27 don't overlap, basically? I don't want the contact person twice
00:02:31 because I have two target groups. So what to do here?
00:02:34 This is basically then supported with Business ByDesign in terms of that you can merge target
groups,
00:02:40 you can intersect target groups, and also you can subtract target groups.
00:02:44 Very often, if you have very complex segmentation criteria, then this is definitely
00:02:50 the easiest way to achieve exactly a well-shaped target group that you want to have for your
campaign.
00:02:57 You will see in the demo how you can do that. Before you go for marketing, you always need
to ensure
00:03:06 that also your participants really want to receive marketing information from you.

16
00:03:11 This is nothing new. GDPR made this more burning and more expensive,
00:03:16 if you don't obey those rules, but basically the functionality and the requirement
00:03:21 is rather old. That's why we support, in Business ByDesign,
00:03:24 also the marketing consent management, which basically allows you to define
00:03:30 which marketing channels you want to use, and together, also the consent for each of the
marketing channels
00:03:37 from the users directly. You can either maintain that marketing permission
00:03:42 per channel, let's say per e-mail, per phone, or whatever, in the account UI,
00:03:49 but more common and way more simple is if you offer a self-service to your customers.
00:03:56 Let's say you have a Web shop, and assume they logged on to your Web shop.
00:04:00 You display them a page where they can maintain their consent and also revoke their consent

00:04:05 at any point in time. And then that information is then being transmitted
00:04:09 to ByDesign as the digital core, via the existing Web services.
00:04:14 So an integration for marketing consent management with your Web shop or with your
customer-facing application
00:04:21 is definitely a very good idea, and supported here with Business ByDesign.
00:04:25 As a side remark, you can also, of course, define your own channel, so you don't need to rely

00:04:29 on the SAP-delivered communication channels – you can define, really, your own ones.
00:04:37 Creation of responses is key to measure the success of your campaigns.
00:04:42 Very often, as I have explained, you would be having campaigns which are executed
externally.
00:04:47 Again, you have the questions: How do the responses which are tracked, let's
00:04:51 in a lettershop or in some external application, how do they end up in Business ByDesign?
00:04:57 We support that case, of course, as well. The simplest way is, you create a CSV file
00:05:03 from your external application and simply upload via the Excel upload.
00:05:08 Another way would be that you create or use our, let's say, sales order interfaces.
00:05:14 There you can, as soon as you create a sales order, also add the campaign ID, and then also
it's being made sure that
00:05:21 the sales order will be assigned as a follow-up from that specific campaign.
00:05:28 Let me give you two flows, how you might want to integrate your Business ByDesign system
00:05:34 with your external marketing-enabled application. Here is the example of how you can
connect,
00:05:40 let's say, your Web shop to Business ByDesign. Very common is that you already have an
integration
00:05:46 where you synchronize contact and account data from the Web shop to Business ByDesign.
00:05:51 So that would be required anyway if you wanted to do e-business and selling via a Web shop.

00:05:57 What you could do in addition is, if you create a campaign in Business ByDesign
00:06:01 and create a target group, you can also directly execute a direct mail campaign,
00:06:08 and within that e-mail, you could have not only personalization codes, which replace, let's say,

00:06:13 the placeholders with the real name of the person receiving that e-mail,
00:06:17 but you can also replace a URL, or have a URL embedded,
00:06:21 which goes onto a certain page on your Web shop, and with that URL, you would also add a
campaign ID.
00:06:30 And that campaign ID, as you can see here, is then basically the decisive factor which later

17
00:06:36 as soon as a sales order is being created, allows Business ByDesign to identify, well,
00:06:40 it's not a normal sales order, it's a sales order which has been created
00:06:44 due to that campaign, due to that mailing that you sent out via Business ByDesign.
00:06:50 In an even more advanced case, you can then use and ensure that automatically,
00:06:55 as soon as the sales order is being created, Business ByDesign determines then also
00:06:59 a campaign-specific price. Let's say, a 5% off.
00:07:03 If they click on that e-mail link that you sent out, and if the Web shop is able to recognize
00:07:09 that campaign ID as a parameter, and hand this over to Business ByDesign,
00:07:14 then you can really have that campaign-specific pricing as an additional option.
00:07:21 More advanced would be, of course, the ability to connect external marketing automation
solutions,
00:07:28 like SAP Marketing Cloud is one, and there are, of course, way more out there in the field.
00:07:33 So if you have really a powerful solution already on site and available which does marketing
and campaign automation,
00:07:40 which automatically creates follow-ups based on all actions, then this is also possible.
00:07:47 Again, it's the same kind of synchronization between account and contact data which is
probably needed.
00:07:53 As soon as you then set up a campaign, you could either use the segmentation capabilities
00:07:59 of that marketing automation solution, or just transfer the target group manually
00:08:05 or via integration to that solution, and then build your segment, your target group
00:08:10 in that marketing automation tool, and execute the campaign. The pattern is not so different to
what you've just
00:08:17 with ByDesign, but here it's an external solution executing the campaign and doing the
segmentation.
00:08:23 As soon as those solutions then receive a click in an e-mail or
00:08:29 receive a certain kind of action, then those solutions can decide what to create,
00:08:34 what follow-up document to create in Business ByDesign. This is what you see here on the
bottom.
00:08:39 Let's say, if a user clicks, then you might want to decide, okay, I want to create this as an
activity
00:08:45 in Business ByDesign. Another case would be if, let's say, the lead score
00:08:50 and probability that a customer will really buy is determined as very high in that marketing
00:08:55 automation solution, you can then also say, okay, let's directly create from that marketing
00:09:00 automation solution a lead in Business ByDesign. With that, you ensure that the volume data,
00:09:07 if you have thousands of customers, stays in the marketing automation solution.
00:09:11 You keep the volume out of
Business ByDesign and only the high-value business documents, where you say, okay,
00:09:18 it's a highly probable lead, that end up in Business ByDesign,
00:09:22 and the follow-up success tracking can then also happen in Business ByDesign.
00:09:27 Let me show this to you in a quick demo. I'm logged on here now as a marketing employee.
00:09:33 You see on the left-hand side all the work centers. My most important work center is here,
00:09:38 the Marketing work center. I go into the Target Groups view,
00:09:43 and here I have created already a target group coming from a report.
00:09:49 What I could do here is also to go really in the details or to create a campaign,
00:09:53 and if I go here into the Edit mode, then I can see all the accounts which have been added
here
00:10:00 through that target group. And if I go to Maintain Members,
00:10:06 then I could also decide to add more participants for that campaign.

18
00:10:10 So you see all the parameters that we allow here to add, you can also combine those, of
course.
00:10:15 And here I want to go for a specific case. I say I have already a target group assigned.
00:10:22 In addition to those customers which I have been adding via report to the target group, I want
to add more.
00:10:30 Let me search here for all of my target groups which I created.
00:10:33 Here is a target group I have for my US customers, and now I want to ensure that in addition to
those
00:10:40 below here, I want to add also my US customers. But how can I now ensure that there are no
duplicates?
00:10:46 Well, that is very simple: I can simply now Add, Selected, so I would now select here, and with
that,
00:10:53 you see the number of target group members is growing to 18. Before, it was 7 – now it's 18.
00:11:00 They have been simply added, and it's ensured that there are no duplicates in here.
00:11:04 I could, of course, also go the other way around, and say, okay, I can Subtract and say, okay,
let's remove those.
00:11:12 Or if I have another target group, remove them, and then you would see, by magic,
00:11:18 the number is going down to 7 again. What is also possible is to do an Intersect,
00:11:24 and guess what happens now? Well, it will be 0, because there is no overlap
00:11:30 between the first target group and my US Customers. That was basically an easy view on how
you can set up
00:11:39 your target groups. You use those target groups then for campaigns.
00:11:43 Let me go now into a campaign itself, in which I use basically that target group
00:11:50 that we'd just seen. This is the overview, it's a direct mail campaign
00:11:54 which I executed in Business ByDesign and it has been executed already, in advance.
00:12:01 And I see basically the Response Options, and here I see also the E-Mail Templates.
00:12:09 So what is now specific? Why do I have here so many e-mails going out?
00:12:13 It's basically one e-mail shot, but all of my participants in the target group
00:12:17 might speak different languages. What I do here is basically I have
00:12:23 a separate e-mail version for each language, and as soon as Business ByDesign executes the
campaign,
00:12:29 it will check in the master data of each participant what his language preference is
00:12:34 and then automatically pick the right language for the right contact.
00:12:38 And, of course, if no preference is maintained, then we will use here the Default language, as
you can see,
00:12:44 I marked this in English. Let's have a quick view into such an e-mail template.
00:12:49 You'll learn later on how to design such e-mail templates, but this is now a first glance.
00:12:55 This is the e-mail which will be sent out. It's a responsive e-mail template,
00:13:00 so it's important to understand that you want to a nice look and feel to the e-mail,
00:13:05 irrespective of which device the user is using. If he's using a smartphone or a tablet,
00:13:11 the same e-mail should always look nice. And that's why you have here that format.
00:13:14 It will be adapting automatically to the screen size. You will see here the placeholder,
00:13:20 so that placeholder will be replaced by the real of the participant, of the recipient.
00:13:26 I can also have here, let's say, a link embedded. That's an example where I have the link
parameter
00:13:32 of the campaign added, and if I click here, let's on such a link, then it will open up a Web site,

19
00:13:38 and in the URL of that Web site, you will then see also, basically, the parameter of the
campaign which will then
00:13:48 be used later on for tracking the success of my campaign. So much for campaign execution.
00:13:59 Of course, you want to track the responses here in Business ByDesign, and what you see here
is basically
00:14:06 a couple of responses, of follow-up documents for the various contacts I have been adding
already.
00:14:11 I can mass maintain here the responses. As you have heard earlier,
00:14:17 you can import from a CSV file such responses, you can have here a mass maintenance UI
00:14:22 where you can enter, really, multiple responses at the same time, or you can physically create
just one order
00:14:28 for one specific contact by selecting that. The analysis is also rather simple.
00:14:34 If I go here for the analytical view, I group that by Response Type,
00:14:39 then I see here all the responses and I could get that depicted also as a chart.
00:14:46 Let's go here for a different chart type. Here I see the number of sales orders,
00:14:51 the number of quotes, e-mails, and so on, which have been created due to my campaign.
00:14:59 Coming back to my slides, what you have seen now is you have an understanding
00:15:05 of how target groups work, how you can use them in the various campaign types.
00:15:09 Especially, you already got an idea of how to trigger direct mail executions.
00:15:15 You will learn in the follow-up sessions a bit more about that.
00:15:18 You know how to maintain marketing permissions, also in a Web shop scenario.
00:15:23 You have an idea of how response options can be and how responses can be added to such a
campaign.
00:15:30 In addition, you got also a feeling that it's possible to use an external best-of-breed marketing
00:15:36 automation solution together with Business ByDesign. I hope you like what you've seen,
00:15:42 and my next session will be to shed more light on how you create e-mail templates.

20
Week 1 Unit 6

00:00:09 Welcome back to Unit 6. My name is Jan Matthes,

00:00:11 and I'm now going to show you how to execute direct mail campaigns in Business ByDesign.
00:00:17 Let me show you a couple of slides before we go to the system.
00:00:21 You've seen a bit of how to create campaigns and how to execute those,
00:00:25 but now let's have a deeper look into how to trigger direct mail campaigns.
00:00:30 And basically the step for sending direct e-mail campaigns, on an overview, is rather simple.
00:00:36 So you need to have a nice template, a nice e-mail template,
00:00:40 you need to paste in your content, you need to upload it to Business ByDesign,
00:00:46 probably you want to test your e-mail before you send it out to thousands of customers,
00:00:50 and then you execute it. Underneath, of course, there's a bit of work to be done.
00:00:55 First of all, where does the responsive e-mail template come from?
00:00:59 And basically, what is a responsive e-mail template? Well, you are all aware,
00:01:04 people receive their e-mails on various devices. They might be using their normal desktop
device,
00:01:10 but very often they also receive their e-mail using their smartphones,
00:01:14 and the screen size is rather different. And that's basically why Business ByDesign
00:01:19 can also send out "responsive" e-mail templates, which fit nicely on every screen size
00:01:25 and also adhere to the various orientations. So if you have a landscape or a portrait
orientation,
00:01:31 then e-mail will always look good on the smartphone or on the desktop.
00:01:37 To do this, of course, you need to do something, and I will explain later on how that works in
detail.
00:01:44 Additionally, you need to personalize your e-mail. So very often it's absolutely a must-have
00:01:51 that you use personal data of the person before sending the e-mail out,
00:01:55 and that's why we support "placeholders", personalization placeholders, basically,
00:02:00 which get replaced by Business ByDesign automatically as soon as the system generates the
e-mail.
00:02:06 And basically, the next challenge is we want to have an e-mail for each language.
00:02:13 You don't know which of your target group members speak which language.
00:02:16 That's why you need to define a set of your languages you want to support,
00:02:21 and Business ByDesign will then automatically determine the language preference of the
recipient
00:02:26 and then use the right language for the right contact. So that was the overview.
00:02:31 Before we go into the execution of such an e-mail campaign, let me explain to you at a high
level how the configuration works.
00:02:38 So you have a business configuration option for selecting direct e-mail execution mails.
00:02:45 You need to enable that, and as soon as you did that,
00:02:48 then you can define your e-mail settings, basically the domain you want to be using.
00:02:53 And here we have a specialty, which is basically that we also support
00:02:56 the "DKIM" standard. That basically allows you also to send e-mails
00:03:02 from the SAP e-mail infrastructure, but using your own domain,
00:03:07 because your customers want to see and receive e-mails only from you and not from SAP.
00:03:13 So that's why we support that here as well. That is the DKIM,
00:03:17 which you also can configure in our business configuration. Let's have a quick overview
00:03:24 about the design of e-mail templates and the art of designing e-mail templates.

21
00:03:29 It's basically something which, very often, your marketing agency will be doing.
00:03:33 So very often, you will give this to a marketing agency, they will design, let's say, the overall
look and feel,
00:03:40 what types of content you want to have, what visuals you want to be using,
00:03:44 and as soon as you then set up your individual e-mails, you then simply replace the content
00:03:50 and probably optimize the personalization attributes, add or remove certain pictures,
00:03:56 and, let's say, also write a text block in the various languages.
00:04:02 The starting point is always that basically HTML5 template, which you probably don't want to
develop on your own.
00:04:10 Of course, you can do that, and then you use that translated e-mail and optimized e-mail
00:04:16 and upload it to Business ByDesign, which then sends it out to the customer.
00:04:23 Here are some examples of the personalization placeholders you can be using in such an e-
mail.
00:04:28 So right inside you see the screenshot of an e-mail, and you see the placeholders, how they
might be used.
00:04:34 So "Dear <Account's Formatted Name>" is basically nothing else than "Dear",
00:04:38 and then you would get the name, the formatted name of that person,
00:04:41 replaced with that placeholder. You could be also adding here, let's say, a response code.
00:04:46 That's a personal ID we generate for each of the recipients.
00:04:50 Or you could also insert a link, and with the links, you could also add parameters,
00:04:55 which can then be fetched by, let's say, your Web shop. So on the left-hand side,
00:04:59 you see a list of the most important placeholders that we support here,
00:05:04 and that basically gives you a great deal of flexibility in terms of having really a personal
customer
00:05:10 and user experience. Let me show this to you in a quick demo.
00:05:16 So first of all, I want to show you a responsive e-mail template.
00:05:20 Here I'm using Dreamweaver, a very common e-mail editor, e-mail layout editor.
00:05:26 It's a graphic solution, basically, probably your marketing agency might be using.
00:05:31 You can use any kind of tool, it's not specific to Dreamweaver,
00:05:34 as what we do here is we design the e-mail and we do this in HTML code.
00:05:40 So you see here on the bottom the HTML code. And you also directly recognize
00:05:46 here we have been embedding a parameter, a personalization attribute
00:05:51 for the formatted name of the recipient. And here is another example.
00:05:57 We have here, let's say, a link, where we have also a link parameter
00:06:02 which then tells the receiving system that this e-mail has been triggered,
00:06:07 and that this action has been triggered by a campaign. So as mentioned, designing those
templates is really an art,
00:06:14 so you need to know HTML very well to do that. That's why we always would recommend
00:06:19 not to do that on your own. Rather give this once to an expert,
00:06:23 and then always copy that. So the copying is rather simple,
00:06:26 and also, exchanging here the text is rather simple. You can do this in a look and feel mode,
00:06:31 so no problem with that. But the code here underneath, you should rather not touch.
00:06:36 That's at least my recommendation. If you are an expert in HTML5,
00:06:39 of course, you are free to go for that. Let me show now how you can use such a template then

00:06:46 in a marketing campaign. To do so, I go into the Marketing work center,

00:06:51 go into the Campaigns view, let me collapse that here,

22
00:06:55 and then, well, I want to create a new campaign. So I give it a name and, basically,
00:07:03 the first step is I need to select the campaign type here. I would be choosing a direct mail
campaign,
00:07:09 so that will be executed in Business ByDesign directly. I give it a start and an end date
00:07:14 to have the validity, basically, for the campaign. I need to select a target group,
00:07:20 so let's pick the predefined target group that we created in the sessions in advance.
00:07:27 And now I can basically add here an e-mail template. Let me now change into the View All
mode to see more.
00:07:36 What I have here for the e-mail templates is I can now add, per language, a separate e-mail
template.
00:07:42 I also define the subject line, so the subject line shall be Invitation.
00:07:49 And now I add here the e-mail template, which you've just seen in Dreamweaver.
00:07:54 Now let me pick here the English one. And just so that you get a feeling,
00:07:59 I can easily add here more and more languages. So let me add here, let's say, German,
00:08:05 and give it a German subject line. And again, I pick here the e-mail template which I prepared.

00:08:19 So this is the German one, I open that, and then, basically, I have set up my campaign.
00:08:27 If I now clicked here on the link, then the e-mail template would open,
00:08:31 as you've seen it in the past. But my next step is now to probably first send a test e-mail,
00:08:37 just to make sure that everything works really as expected. I paste in here my e-mail address,
00:08:44 and I will use an account just to make sure that also my personalization attributes
00:08:49 will be working fine. And you see now the test e-mail has been sent successfully
00:08:55 and will now reach my inbox. I can open that on my smartphone to see if it's working fine
00:09:00 or I can open it here in Outlook. So this is basically the e-mail,
00:09:05 what it will look like. As soon as I execute the campaign,
00:09:07 all my customers will receive that e-mail. You see the personalization attributes
00:09:13 have now been replaced by the name of the account. Also, the URL is depicted nicely.
00:09:21 And if I would like to click here on the link, then also the URL would be working.
00:09:25 And if I scroll here, I see basically the whole e-mail and find more links and more things.
00:09:31 And I can also now look at that very same e-mail on my smartphone or on my tablet,
00:09:37 just to make sure everything is fine. So as soon as I'm happy that,
00:09:42 I only need to execute that e-mail campaign. Then it will be sent out to all my recipients
00:09:47 in the target group, and generate really personal e-mails for each of them
00:09:53 in the right language, and optimized for any device they might be using.
00:10:00 So for the summary, you have seen what the art of designing
00:10:04 responsive e-mail templates is. You have seen how you can send
00:10:08 multi-language responsive e-mails from ByDesign directly. You know that it is possible, also,
00:10:14 to configure a solution in a way that your sub-domain will be used
00:10:18 for sending out those e-mails, so it will not be sent from an SAP domain.
00:10:23 You know how you can use HTML templates, and you have an idea of what personalizations
are possible
00:10:30 in such a personalized e-mail campaign. Thanks a lot and see you in the next session.

23
Week 1 Unit 7

00:00:08 Welcome to Unit 7, our last session this week, and my name is Jan Matthes.
00:00:13 I will now give you an overview about marketing success and how to track follow-ups.
00:00:19 You have seen lots of marketing functionalities already in the previous sessions.
00:00:24 Now, it's really about how you track the success of your marketing campaigns.
00:00:29 You got an understanding in the previous session about how the marketing campaign is the
starting point
00:00:35 for lots of business documents, like leads and opportunities and also activities, and, of course,

00:00:40 sales orders and invoices. This is all being tracked in a consistent document flow,
00:00:46 and that basically provides a great deal of transparency, not only if you look at each individual
business document,
00:00:54 where you see then the predecessor and the successor, but also if you use this for analytics.

00:01:00 And you will see in the demo later on how analytics can benefit from that.
00:01:06 One very tangible example is that you want to create a KPI,
00:01:11 which high-level aggregates all sales orders which have been generated due to a marketing
campaign
00:01:17 or which can be boiled down to the fact that a marketing campaign has been sent out.
00:01:23 So, such a KPI, you see here on the top, and of course, then, in the various reports that we
have,
00:01:28 you can then drill down and slice and dice on all characteristics and KPIs that are supported
out of the box.
00:01:37 And you need to be aware that it's also be possible to extend those data sources,
00:01:41 so we predeliver reports, we predeliver data sources. But in Business ByDesign, as always,
00:01:47 you can extend those data sources and build your own and adapt them to your needs.
00:01:57 Let's maybe have a look into the first business document which follows after a campaign,
00:02:02 especially when you are in a B2B business mode. So the lead is basically the starting point
then.
00:02:07 After the campaign, you would have something like a sales opportunity,
00:02:13 and that is basically expressed in a lead. Very often, it might be the case that, let's say,
00:02:17 marketing people running around at a trade fair capture business cards,
00:02:21 and then they create leads as input, as the trigger for the sales colleagues.
00:02:27 And, of course, they want to do this as a reference, with a reference to the campaign,
00:02:31 and they need an automatic assignment of the sales counterpart,
00:02:35 which then will qualify and work on the lead, and hopefully convert it to opportunities and
orders.
00:02:42 Let's have a deeper look into what options we have here for the lead management.
00:02:47 So there are basically two options of lead management scenarios that we support.
00:02:51 The first one is where we have a clear separation between the marketing organization on the
one hand,
00:02:56 which generates the lead, and the sales organization,
00:02:58 which is responsible for executing the leads, and there is basically a handover happening
00:03:03 as soon as the basic qualification of the lead has been done by the marketing employee.
00:03:09 The sales employees will then receive a "task", and then they can accept or reject the lead,
00:03:16 and further qualify and work on the lead and convert it later on.
00:03:20 The second kind of option is very often used by smaller companies,

24
00:03:23 where you don't have a clear separation between marketing and sales anymore,
00:03:27 or where also the leads are being created by the sales employees themselves.
00:03:33 So this is basically lead processing without a handover. So here, the same person does the
first entry of the lead
00:03:40 and then also finally closes the lead, hopefully with a sales order.
00:03:44 So those options are possible. And let's have a deeper look
00:03:49 maybe at the lead status management. So as soon as you've created a lead,
00:03:54 you first of all, need to qualify that, you need to rate it in terms of whether it is hot,
00:03:59 cold, warm, something like that. And then, if you have reached a certain stage,
00:04:04 you decide, as a marketing employee, for instance, to hand over the lead to sales.
00:04:09 And sales will then receive that lead and they can then look and have an assessment on the
lead,
00:04:15 maybe also do the first calls. And based on the outcome,
00:04:18 they then decide to reject or accept the lead, or they directly send the lead back for revision
00:04:24 because they think it's not good enough to be executed. And at the end of the day,
00:04:30 hopefully, the lead will be getting converted or marked as obsolete
00:04:34 if it couldn't be executed successfully. The configuration of lead management is rather
powerful.
00:04:43 First of all, you can define the priority of the tasks that get created from marketing to sales.
00:04:49 You can define which reasons for status change are being maintained, so let's say due to price

00:04:55 or higher revenue potential. You can also define and configure the qualification levels.
00:05:02 Cold, warm, hot might not be sufficient for you. And, of course, the categories, the sources,
00:05:07 and how long a lead should be in the system with a start or an end date.
00:05:12 So the default, it can also be maintained in the configuration.
00:05:17 Let's go into the system to have a deeper look at how this works.
00:05:21 So what you see here is I'm currently logged on as a sales and marketing employee.
00:05:27 I have here a nice key figure called "Marketing generated revenue".
00:05:31 Let me open it up. So here you see, first of all,
00:05:35 the current value is 267, and the target is 210, so basically, I overachieved already
00:05:43 what was decided as target. I can see also the deviation,
00:05:47 and I have a reference value, let's say, the last year's value,
00:05:51 and I see directly, that I'm really looking rather positive here.
00:05:56 On the bottom, you see more details. You see, basically, all the campaigns
00:06:00 which have been filtered here for that report. You see the most successful one
00:06:05 in terms of revenue generated. So if I, let's say, look at the event invitation here,
00:06:12 that's one of the rather successful campaigns. If I open up now the table mode,
00:06:18 then I see more details, and I can also directly navigate here
00:06:23 to one of those campaigns. So I check here the Event Invitation campaign,
00:06:27 I click on View, and then, I'm directly in the campaign management
00:06:32 and can see, basically, all of the information about that campaign, it was a direct-mail
campaign.
00:06:39 I see what response options I have been using: Yes, Maybe, and No.
00:06:43 And also the classification: Positive, Neutral, or Negative. I see, at a glance,
00:06:50 that this is a multi-language campaign. I sent it in French, Spanish, German, and English.
00:06:56 And if I go now and view the details, then I can also see, basically, the execution details,
00:07:04 how many members have been contacted, how many have not been contacted,

25
00:07:08 and for the response options, on the Response Options tab, I see then really all the business
documents
00:07:15 which have been created with a reference to that campaign.
00:07:20 So if I, let's say, click here on one of those leads here,
00:07:26 then I can directly jump into the details of the process which started with the lead.
00:07:33 Let's see what we can see here. So this is the account: Heat Transfer Specialists.
00:07:39 I see which products the account is interested in. And if I go now to View All,
00:07:47 then I can see also, in the Document Flow, that nice tree, which basically depicts
00:07:55 what follow-up documents have been created. And you see, it's starting with my campaign,
00:07:59 this is the lead in which I'm currently in. There has been an opportunity, a sales order,
00:08:03 and customer invoices, and outbound deliveries have also been triggered.
00:08:08 Let's now open up one of those opportunities, which has been generated by that campaign.
00:08:15 Here, basically, the chance of success is higher than in the opportunity.
00:08:19 That's why sales has been deciding to convert this to an opportunity.
00:08:25 Still the deal is not yet won. And to ensure that, basically,
00:08:31 all deals are executed in a similar manner and that sales employees follow
00:08:37 a certain sales methodology, you can also, in the opportunity,
00:08:41 see proposed activities which should be conducted to win that opportunity.
00:08:46 And then, the sale employee can decide to add this here to these sales activities
00:08:51 for this opportunity. And he then also gets a reminder
00:08:55 to execute those activities. And the manager, of course, can see
00:09:00 what has been conducted to win that deal and in what status that opportunity is.
00:09:08 So that was basically a good insight into how you can follow the process flow
00:09:14 starting from a campaign. What I would like to show you in addition
00:09:18 is how I've been designing that KPI for marketing generated revenue.
00:09:23 It's fairly simple, so I go now here in the key user analytics work center,
00:09:28 and if I search here for my marketing KPI, then I find this, and I go directly into editing.
00:09:39 Then you can see how simple it was for me to set up that nice KPI.
00:09:43 I gave it a name, basically, assigned it to a couple of categories,
00:09:47 and then, I used one of my target reports, the Campaign Analysis report,
00:09:52 which is being predelivered by SAP, and I decide that report shall be the source for my KPI.
00:09:58 I select the key figure – in my case, it was the Sales Order Volume,
00:10:02 but I could have chosen, really, the number of letter responses, the response rate
00:10:07 also the number of target group members, and the number of total responders.
00:10:12 So basically, every key figure you find in that Campaign Analysis report can be used here
00:10:16 for that KPI. And you then, basically, also have
00:10:21 the navigation into that report available. Additionally, I can set here a good deal
00:10:28 for values and thresholds. So I have a source value for the target,
00:10:33 I have a source value for the reference value, I can define what alerts
00:10:38 and what warning points are available for that KPI. And with this, I only need to deploy the KPI

00:10:44 and then embed it into, let's say, the overview page, on the launchpad that you've just seen.
00:10:49 Or I can also use it here in such an overview dashboard, where users can then easily see
00:10:59 also the details of such a KPI. So let's go back to the slides.
00:11:09 As a summary, you've been seeing how you can measure the success of
00:11:14 your marketing activities of your campaigns, how to trigger the follow-ups,

26
00:11:18 and how those follow-ups are ending up in a tree, in a document flow, which is really end to
end.
00:11:24 You have an idea how you can define your marketing-specific KPIs,
00:11:30 for instance, by revenue. And you have gotten an understanding of
00:11:35 the lead management, what options you have in terms of leads without handover
00:11:39 and lead management with handover, and the configuration that is possible.
00:11:45 I wish you good luck for your assignments this week, and I'm looking forward to meeting you in
our forum.

27
www.sap.com/contactsap

© 2018 SAP SE or an SAP affiliate company. All rights reserved.

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP SE or an SAP affiliate company.

The information contained herein may be changed without prior notice. Some software products marketed by SAP SE and its distributors contain proprietary software components of other software vendors.
National product specifications may vary.

These materials are provided by SAP SE or an SAP affiliate company for informational purposes only, without representation or warranty of any kind, and SAP or its affiliated companies shall not be liable
for errors or omissions with respect to the materials. The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty statements
accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty.

In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality
mentioned therein. This document, or any related presentation, and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platform directions and functionality are
all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason without notice. The information in this document is not a commitment, promise, or legal obligation
to deliver any material, code, or functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations. Readers are
cautioned not to place undue reliance on these forward-looking statements, and they should not be relied upon in making purchasing decisions.

SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE (or an SAP affiliate company) in Germany and other
countries. All other product and service names mentioned are the trademarks of their respective companies. See http://www.sap.com/corporate-en/legal/copyright/index.epx for additional trademark
information and notices.