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SAP CRM: Marketing

Automate your core marketing activities with integrated, on-premise CRM marketing capabilities

SAP CRM: Marketing

Automate your core marketing activities with integrated, on-premise CRM marketing capabilities

Build your customer base and lifetime loyalty – with integrated marketing capabilities in SAP CRM. Our on-premise CRM marketing tools make it easier to segment lists, personalise offers, and deploy cost-effective marketing campaigns. 

Why SAP CRM for Marketing?

Because in today’s customer-centric world, you need to differentiate your company – and deliver the right products and offers better and faster than the competition. With marketing capabilities in SAP CRM, you can:


Manage all relevant activities in a single, unified marketing CRM platform 

Control and get full visibility into your end-to-end marketing processes 

Integrate marketing functions with execution channels to run more effective campaigns


Product Capabilities


Key marketing capabilities in SAP CRM:

Marketing Resource Management

Align your marketing resources, track marketing spend, and build accountability into all your marketing activities – with efficient marketing resource management tools.

  • Marketing planning and budgeting
    Collaborate on plans and budgets, allocate spend to relevant activities, and report actual costs against each plan.
  • Integrated marketing calendar
    Provide a centralised view of all marketing activities. Filter activities, criteria, and access control for different views.
  • Marketing program management
    Leverage task management, campaign templates, workflows, and approvals to keep marketing activities on track and on budget.
  • Digital asset management
    Store and manage rich media files across your company so you can easily include them in campaigns.
  • Channel marketing funds management
    Organise and distribute marketing funds to your marketing partners.
Segmentation and List Management

Identify and target distinct customer segments in huge volumes of data – using an interactive drag-and-drop interface that displays valuable insights.

  • High-volume segmentation
    Create target groups that span millions of customers, and process segmentation and list queries quickly and accurately.
  • Segment builder
    Leverage intuitive graphical tools to drag and drop key criteria that can help you find and refine customer segments.
  • External list management
    Import large purchased or rented customer lists to use for prospecting campaigns or to enhance existing customer data.
  • List quality analysis
    Use performance reports to analyse spend for external lists, and assess their effectiveness and revenue contributions.

2-Minute Video: Segmentation and List Management

Campaign Management

Plan, coordinate, and execute effective marketing campaigns that encourage customer interaction and maximised revenue.

  • Campaign planning
    Enable collaborative campaign planning to align resources with activities, and launch coordinated campaigns.
  • Campaign automation
    Run dialogue marketing programs using existing customer data to personalise follow-up interactions and build lasting relationships.
  • Inbound marketing
    Leverage inbound customer interactions to make real-time offer recommendations.
  • E-marketing
    Use low-cost online and email channels to deliver high-volume, personalised, and relevant messages.

5-Minute Demo: Campaign Design

6-Minute Demo: Campaign Execution

Loyalty Management

Plan, develop, and manage effective loyalty programs that elevate customer allegiance.

  • Program management
    Set up and manage loyalty programs that include status levels, tier groups, point accruals, and redemption.
  • Reward rules management
    Create and maintain loyalty rules and conditions to determine which customer actions warrant reward points and deductions.
  • Advanced membership handling
    Support card handling and organisational, temporary, and instant memberships to boost program acquisition.
  • Robust and flexible rule design environment
    Design program rules and offers using templates, decision tables, and graphical flows.
  • Partner management
    Enable end-to-end partner handling, point billing and settlement, and application integration.

3-Minute Demo: Loyalty Management

Lead Management

Generate, prioritize, and automatically send highly qualified leads to the right sales agents and third-party partners – to help boost conversion rates.

  • Lead generation
    Generate leads from multiple interaction points, including call centre and sales agents and online and email channels.
  • Lead qualification
    Create a centralised, consistent lead generation process to capture highly-qualified leads and boost closure rates.
  • Lead distribution
    Automate the process for assigning leads to the most qualified agents, including those in partner organisations.
  • Lead analytics
    Get insights into the lead management process. And monitor leads throughout their lifecycle, from generation through to conversion.

4-Minute Demo: Lead Management

Sales Contract Management

Empower your sales organisation to work collaboratively with customers to develop and revise contracts throughout the contract lifecycle.

  • Contract management
    Create and manage customised contracts and long-term agreements, create follow-up sales documents, and apply long-term contracts.

  • Collaborative contract negotiation
    Negotiate new contracts until terms are agreed upon, guide customers through product selection, and send contracts to suppliers.

    2-Minute Demo: Sales Contract Management
Marketing Analytics

Take advantage of powerful marketing analytics – including operational reporting, dashboards, advanced analytics, and predictive modelling.

  • Customer analytics
    Leverage data mining tools and predictive behaviour models to get insights into customer profiles, purchases, profitability, and segments.
  • Marketing optimisation
    Identify the best channels and offers for a given target group to maximise revenue and reach profitability targets.
  • Measurement and reporting
    Measure marketing effectiveness by using a variety of templates to track and analyse results for campaigns and lead generation.
  • Marketing performance dashboard
    Provide executives with a view of all relevant marketing activities to ensure goals and targets are being met.

Return to the SAP CRM overview page

Question mark

Looking for CRM marketing in the cloud? Discover the SAP Hybris Marketing cloud.

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