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SAP EHP2 for SAP

CRM 7.0
July 2012
English
Version 1.1

Lean Campaign
Management (C39)
Business Process Documentation

SAP AG
Dietmar-Hopp-Allee 16
69190 Walldorf
Germany

SAP Best Practices

Lean Campaign Management: (C39): BPD

Copyright
2012 SAP AG. All rights reserved.
SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork,
SAP HANA, and other SAP products and services mentioned herein as well as their respective logos
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Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions,
Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well
as their respective logos are trademarks or registered trademarks of Business Objects Software Ltd.
Business Objects is an SAP company.
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services mentioned herein as well as their respective logos are trademarks or registered trademarks of
Sybase Inc. Sybase is an SAP company.
Crossgate, m@gic EDDY, B2B 360, and B2B 360 Services are registered trademarks of Crossgate AG
in Germany and other countries. Crossgate is an SAP company.
All other product and service names mentioned are the trademarks of their respective companies. Data
contained in this document serves informational purposes only. National product specifications may
vary.
These materials are subject to change without notice. These materials are provided by SAP AG and its
affiliated companies ("SAP Group") for informational purposes only, without representation or warranty
of any kind, and SAP Group shall not be liable for errors or omissions with respect to the materials. The
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statements accompanying such products and services, if any. Nothing herein should be construed as
constituting an additional warranty.

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Icons
Icon

Meaning
Caution
Example
Note
Recommendation
Syntax

Typographic Conventions
Type Style

Description

Example text

Words or characters that appear on the screen. These include field


names, screen titles, pushbuttons as well as menu names, paths and
options.
Cross-references to other documentation.

Example text

Emphasized words or phrases in body text, titles of graphics and tables.

EXAMPLE TEXT

Names of elements in the system. These include report names,


program names, transaction codes, table names, and individual key
words of a programming language, when surrounded by body text, for
example, SELECT and INCLUDE.

Example text

Screen output. This includes file and directory names and their paths,
messages, source code, names of variables and parameters as well as
names of installation, upgrade and database tools.

EXAMPLE TEXT

Keys on the keyboard, for example, function keys (such as


ENTER key.

Example text

Exact user entry. These are words or characters that you enter in the
system exactly as they appear in the documentation.

<Example text>

Variable user entry. Pointed brackets indicate that you replace these
words and characters with appropriate entries.

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F2)

or the

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Contents
1

Purpose............................................................................................................................. 5

Prerequisites...................................................................................................................... 5
2.1

Master Data and Organizational Data.........................................................................5

2.2

Roles.......................................................................................................................... 5

2.3

Preliminary Steps........................................................................................................ 6

2.3.1

Log on to CRM WebClient UI..............................................................................6

Process Overview Table.................................................................................................... 7

Process Steps.................................................................................................................... 8
4.1

Create Marketing Plan................................................................................................ 8

4.2

Create Campaigns...................................................................................................... 9

4.3

Create Campaign Template......................................................................................12

4.4

Create Campaigns with Reference to Campaign Template......................................13

4.5

Business Partner Segmentation...............................................................................14

4.5.1

Create Target Group.......................................................................................... 14

4.5.2

External List Management.................................................................................16

4.6

Process Campaign Execution...............................................................................20

4.6.1

via Open Channel (Alternative 1)..................................................................20

4.6.2

via E-Mail Creation (Alternative 2)................................................................23

4.6.3

with Lead Creation (Alternative 3).................................................................25

4.6.4

via E-Mail Creation with target group members containing marketing


Permission (Alternative 4).................................................................................27

Follow-Up Process........................................................................................................... 29

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Lean Campaign Management


1

Purpose

This scenario describes the planning, execution, and analysis of a marketing campaign for a
trade show event.

Prerequisites

2.1 Master Data and Organizational Data


Essential master and organizational data were both created in and/or replicated to your CRM
system during the implementation phase, such as the data that reflects the organizational
structure of your company and master data that suits its operational focus, for example,
master data for materials and customers.
Use your own master data (or the following Baseline Package scenario data listed below if
you have installed an SAP Best Practices Baseline Package) to go through the Business
Process Documentation:
Master / org. data

Value

Prospect 1 (customer)

100009 (Customer Domestic 09)

Prospect 2 (customer)

100001 (Customer Domestic 01)

Prospect 3 (customer)

100002 (Customer Domestic 02 )

Prospect 4 (customer)

100000 (Customer Domestic 00)

Product

H21 (Trading Good...)

Marketing Manager

10300 - Melanie Richard

2.2 Roles
Use
The following roles must have been in created in order to test this scenario using the SAP
CRM WebClient UI. The roles in this Business Process Documentation need to be assigned
to the system user(s) testing this scenario.
Log on to the CRM WebClient UI with the following users:
Business Role

Bus. Role ID

System
User

Employee

Password

BP Marketing Manager

YBP_MKT_MAN

MKT_MAN

Melanie Richard

welcome

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2.3 Preliminary Steps


2.3.1

Log on to CRM
WebClient UI

Use
The purpose of this activity is to describe how the marketing manager gets first-time access to
the SAP CRM WebClient UI. There are two options: Access from SAPGUI or via URL.

Prerequisites
The appropriate SAP CRM WebClient role for the marketing manager has been assigned to
the marketing employee user (MKT_MAN) in the CRM system.

Procedure
1. Close all open browser windows.
2. Access the SAP CRM WebClient UI:
Option 1: Access from SAP GUI via Transaction:
1. In the input field for transactions, enter transaction CRM_UI and press Enter.
Option 2: Access from SAP GUI:
1. Log on to the CRM system with the user for the BP Marketing Manager.
2. From the SAP menu choose Favorites. From the context menu choose Add Other
Objects.
3. Select URL type BSP Application.
4. Enter the following data:
Field name

User action and values

BSP Applicat.

CRM_UI_START

Description

CRM WebClient UI

Start Page

default.htm

5. Choose Continue.
6. Choose CRM WebClient UI from the Favorites.
7. In the dialog box SAP Web Application Server, enter the following data and choose OK:
Field name

User action and values

User name

MKT_MAN

Password

welcome

Option 3: Access via URL:


The CRM WebClient UI can also be accessed using a Uniform Resource Locator (URL). The
URL of the CRM WebClient UI has the following structure (default configuration):
http://<Host Name>.<Domain Name>.<Extension>:<Port Number>/sap/crm_logon?sapclient=<client number>

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For example: http://uxcirsz.wdf.sap.corp:50028/sap/crm_logon?sap-client=100


Host Name, Domain Name and Extension can be derived from the message server of the
underlying CRM system.
The port can be determined as follows:
1. Call transaction SMICM.
2. Choose Goto Services.
3. From the Active Services list choose the port for the HTTP service.

Result
You have entered the SAP CRM WebClient user interface as BP Marketing Manager with
user MKT_MAN.

Process Overview Table

Process step

Business condition

Business role

Expected results

Create Marketing
Plan

Access to Marketing
Calendar

Marketing Manager

Marketing plan with four


related marketing elements

Create Campaigns

Marketing plan

Marketing Manager

Three different campaigns for


the channels letter, e-mail,
and leads

Business Partner
Segmentation

Business Partners exist


in system

Marketing Manager

Target Group created with or


without external list
management

Campaign
Execution

Target Groups have


been created

Marketing Manager

Three different types of


campaign execution have
been realized: Open
channel, E-Mail, Lead
generation

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Process Steps

4.1 Create Marketing Plan


Use
The overall structure of your marketing plan and marketing plan elements that will be relevant
for the current year has to be defined.
You use marketing projects management to set up and structure all your marketing initiatives,
to plan specific project-related key figures, to execute the projects, and finally to monitor their
success and their costs. If you wish, you can also set up multi-level or multi-wave projects that
can run automatically once they are triggered.
You can create marketing projects in the Integrated Marketing Calendar or the Marketing
Planner.
The Integrated Marketing Calendar is designed to act as a central point of entry and to
provide a working area that gives you an overview of all promotional events within a certain
time range, providing basic information, such as the name of the promotion, status and time
range in the form of bars. It also allows you to create campaigns by creating a bar directly in
the appropriate time range and to reschedule any of your planned activities by moving or
stretching this bar. You can also delete the activity or copy it elsewhere.
The Marketing Planner is a planning tool which you can use to access and carry out all of
your marketing activities.
The marketing plan will be created in the Marketing Planner directly.

Procedure
1. Log on to the CRM WebClient with the user for the marketing manager.
2. Access the following activity from the navigation bar:
SAP CRM WebClient menu

Marketing Create: Marketing Plan

3. On the Marketing Plan: New screen make the following entries:


Field name

User action and values

General Data
ID

C/MP01

Description

Overall Marketing Plan for <next year>

Type

Marketing Promotion

Dates
Planned Start

01.01.<next year>

Planned End

31.12.<next year>

4. Select Released from New Status.


5. Choose Show Hierarchy.
6. In order to create four marketing plan elements (one for each quarter of the year),
highlight the previously created marketing plan in the Hierarchy screen area (if not
already highlighted) and choose New.

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7. On the Create Marketing Project web page dialog box make the following entries:
Field name

User action and values

Create

Marketing Plan Element

New ID

C/MP01-Q01

New Description

Marketing Activities for Q1 <next year>

8. Choose Create.
9. In the Marketing Plan Element Details screen enter the following values:
Field name

User action and values

Basic Data
Planned Start

01.01.<next year>

Planned End

31.03.<next year>

Type

Marketing Promotion

Status
New Status

Released

10. Choose Save.


11. Repeat steps 5-8 to create the other three marketing plan elements that represent the
marketing activities for each quarter of a year:

C/MP01-Q02 (Marketing Activities for Q2 <next year>), 01.04. 30.06.<next year>

C/MP01-Q03 (Marketing Activities for Q3 <next year>), 01.07. 30.09.<next year>

C/MP01-Q04 (Marketing Activities for Q4 <next year>), 01.10. 31.12.<next year>

Result
A marketing plan with four related marketing plan elements has been created.
Now you have completed all mandatory prerequisites in order to be able to assign a
campaign process to an existing marketing plan structure.

4.2 Create Campaigns


Use
A new campaign shall be created for a planned single trade show event within the overall
marketing plan.

In order to demonstrate three different ways of campaign execution within this


scenario, it is necessary to create three different campaigns; one for each type of
execution.

Prerequisites
Be sure that you have implemented the most current Adobe Flash Player on your client PC
(for example, SE v1.4.2_09 or higher).

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To check this, choose Start Control Panel Programs and Features In the list, search for
Adobe Flash Player.

Procedure
1. Access the following activity from the navigation bar:
SAP CRM WebClient menu

Marketing Search: Integrated Marketing Calendar

2. In the Integrated Marketing Calendar you can work with the filter search at the top of the
screen.
In the section Marketing Project Clusters, you can, for example, activate Direct Marketing.
In the middle section you activate Marketing Plan. On the right side you activate Calendar
Year <next year>.

Make sure that you select Marketing Plan and that in the filter Time no values
are set.
Choose Search.
To save the search result, you can choose Save Search As: Marketing Activities <next
year>
To view all existing marketing plans and elements, choose Other Projects in the Type
View or Hierarchy View of the calendar. Please note that the displayed name is taken
from the description, not from the ID.
3. To create a new campaign covering the first quarter of the created marketing plan, select
the plan element for the first quarter, use the right-mouse button and choose New
Campaign from the list of actions offered.

4. Maintain the following values on the screen Campaign: New:


Field name

User action and values

Details
Identification

C/MP01-Q01-C01

Description

Trade Show Campaign (Letter)

Type

Product Promotion

Objective

Brand Awareness

Tactic

Trade Show

Priority

High

Parent

C/MP01-Q01 (if not automatically determined)

Date & Time


Start

01.02.<next year>

End

28.02. <next year>

5. Choose Save.

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6. In order to assign a relevant product, choose Edit List in assignment block Products, if
required (for example, H11).
7. Choose Save.
8. In order to activate your Campaign To-Dos, change the current status of the campaign
form Created to Approved.
This will effect that you receive automatically two mandatory To Dos in the
assignment block Campaign To-Dos.
These two tasks must be completed before you change the status of your campaign
to Released.

9. To add more To-Dos, choose assignment block Campaign To-Dos. Here you select
Suggested Tasks. Activate Coordination with Sales team.
10. In your task list you will find now 3 tasks to be done before you set the status of the
campaign to Released.
11. To edit your tasks, follow the hyperlink in the column Description and set the status
accordingly.
12. Enter the Account ID and the relevant contact if not drawn automatically.
13. Under Notes you can write down what needs to be coordinated with the sales team e.g.
the target group of the campaign or the layout of the flyer. The responsible person will find
this task on his CRM Homepage.
14. Choose Save and Back in order to go back to the campaign.
15. Choose

Back in order to go back to the Integrated Marketing Calendar.

16. In the Integrated Marketing Calendar the marketing plan Overall Marketing Plan for
<Year> is now displayed as a hierarchy including all assigned marketing elements and
the newly created campaign.

You can also distinguish the different hierarchies within the calendar by choosing
Color scheme Status. The various calendar elements appear in different colors
depending on their status.
17. Repeat steps 3-16 in order to create the following three additional campaigns.
You can choose the following IDs and descriptions using the same data values for the first
campaign:
Identification

Description

Other Values

C/MP01-Q01-C02

Trade Show Campaign (E-Mail)

<see first campaign>

C/MP01-Q01-C03

Trade Show Campaign (Leads)

<see first campaign>

C/MP01-Q01-C04

Campaign following Marketing


Permissions (E-Mail)

<see first campaign>

Result
Four different campaigns for the planned trade show have been created and assigned to the
overall marketing plan to be executed via four different channels.

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4.3 Create Campaign Template


Use
Campaign templates reduce the complexity when creating campaigns. The Campaign
templates functionality helps the Marketing Department reduce the number of clicks to create
a complete campaign. Additionally, it helps the Marketing Department to set up a best
practice library of potential campaigns for a user to choose from.

There is no additional customizing needed. The work center page Marketing


contains a set of shortcuts and provides access to all CRM components related to
the work center, such as Campaign Templates and Campaign from Template. You
will also find Campaign Templates functionality in the Integrated Marketing
Calendar.

Procedure
1. Access the following activity from the navigation bar:
SAP CRM WebClient menu

Marketing Create Campaign Template

2. Maintain the following values on the screen Campaign Template: New:


Field name

User action and values

Details
Identification

C/CT01

Description

Brand Awareness Campaign

Type

Product Promotion

Objective

Brand Awareness

Tactic

Trade Show

Priority

High

Employee Responsible

Will be determined automatically, e.g. Melanie Richards

Marketing Organization

Will be determined automatically, e.g. BP Marketing


Organization

Currency

Prefilled, e.g. USD

Template Validity
Plan From

01.01.<next year>

Plan to

31.12. <next year>

Use From

<DDMMYYYY> (optional information)

Use To

<DDMMYYYY> (optional information)

3. All other data within the template can be filled, but are not mandatory.
4. Choose Save.

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Result
A campaign template has been created that will be used within the next section to create the
related campaigns.

4.4 Create Campaigns with Reference to Campaign


Template
Use
This section describes how to create campaigns based on a campaign template. There is no
reference to a marketing plan element created. However, you have the possibility to assign
the campaign to a marketing plan element.

Procedure
1. Access the following activity from the navigation bar:
SAP CRM WebClient menu

Marketing Integrated Marketing Calendar

2. In the graphical view of the marketing calendar select Templates Campaign Template
Library
3. Search for the Template created before, for example via ID C/CT01 in the upcoming Web
page dialog.
4. Select the respective template from the result list.
To get to the result list, please scroll further down
5. Drag and drop the template into the Integrated Marketing Calendar in the quarter/half
year in which you want to execute the campaign
6. The data from the used Campaign Template are copied into new campaign document.
7. Maintain the following values:
Field name

User action and values

Details
ID

Enter an ID you want to use as identifier

Description

Trade Show Campaign (Letter)

Date & Time


Start

01.02.<next year>

End

28.02. <next year>

8. The general campaign data are copied out for the used template and do not need to be
filled out here.

To assign the campaign to a marketing plan element, carry out the following steps:

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Choose the input help next to the Parent field.

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In the Select Parent Marketing Project dialog box search for the marketing plan
element to which you want to assign the campaign (for example C/MP01-Q01).

9. Choose Save.
10. In order to assign a relevant product, choose Edit List in assignment block Products.
11. Assign a product within the products assignment block by using the input help.
12. As prerequisite for the execution of this campaign, set the status to Released.
13. Choose Save.

Result
You have created a campaign based on a campaign template.

4.5 Business Partner Segmentation


4.5.1

Create Target Group

Use
After you have successfully created your marketing plans, marketing plan elements, and the
campaign template in advance you can now define your business partners that should be
addressed with your initial campaign. Therefore you can initiate an appropriate customer
segmentation process.
To communicate with your customers in a targeted manner, you must know who your
customers are, what their interests are and what patterns their purchasing behavior follow.
The existing marketing data on your business partners is therefore a valuable resource when
modeling target groups for your marketing activities. The division of your customer master into
different groups is called customer segmentation and depends heavily on the planned
marketing activity. The segments created in this way can then be further processed in various
ways, depending on the requirements and preferences of the business partners they contain.
You create target groups with the help of different data sources by combining selection criteria
from sources including InfoSet queries, business partner data and acquired address lists.
The query also takes into account, whether the targeted Business Partner allows being
contacted at all or in which way. These Marketing Permissions are stored within the master
data set of the related contact person.
Target groups can be assigned directly to marketing campaigns or used as additional criteria
for product proposals. From the CRM Marketing Planner, you can contact the business
partners in the target groups via numerous contact channels (that is, e-mail, telephone, SMS
text messaging). You also have the option, however, to contact target groups directly without
reference to a campaign.

Procedure
1. Access the following activity from the navigation bar:
SAP CRM WebClient menu

Marketing Create: Segmentation Model

2. In the upcoming popup named Create new model enter the following values:

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Field name

Lean Campaign Management: (C39): BPD

User action and values

Create New Model


Description

Customers for Trade Show

Segmentation Object

Business Partners or Relationships

Usage

Campaign

Segmentation Basis
Long Text
3. Choose OK.
4. On the Attribute Lists tab page use the input help to select the attribute list select
BP_MARK_PERMISSIONS. This helps you to only select Business Partners, that have
agreed to be contacted for a campaign (for example via e-mail)
5. For the attribute Permissions for Marketing via E-Mail select the value Given
6. Transfer the attribute to the staging area using drag and drop
If the attributes overlap, select option Keep (from the displayed options Keep, Exclude
and Split).
Note that the number stays 0 at first, after counting all club members, the number
changes accordingly.
7. To combine the attribute of a given marketing permission, a second attribute value can be
placed on top of it.
8. On the Attribute Lists tab page use the input help to select the attribute list select
BP_CUST_CLASS.
9. From the attribute Attended Events select the value Trade Fair .
10. Transfer the attribute to the staging area using drag and drop
The moment the attributes overlap, select option Split (from the displayed options Keep,
Remove and Split).
11. Select Count from the navigation bar to see the effects of your selection
12. Click on the Description of your new profile in the Navigator area and choose Edit.
In the Description field you can change the description of the profile (for example
Customers for Trade Show <next year>). Make sure that the profile usage is Campaign.
13. Save the new profile.
14. Now you are able to create the target group for your profile.
Click on the
icon for the new profile created above (e.g. Customer for Trade Show
<next year> ) in the Navigator area.
15. Choose Options.
16. From the Options dropdown menu choose Define Target Group.
17. Choose Generate Model. In the upcoming popup Schedule Job keep the settings and
confirm with OK.
18. Your target group is now created and the number of business partners contained in the
target group will be displayed automatically in the Navigator area.
19. Choose Save.

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20. If you want to display the details and all business partners listed as members of the target
group you just click on the outlined name of your target group.
21. The target group details and a list of all business partners that fulfill your selection criteria
is displayed.
Via Insert and Delete you can adapt the target group member list manually.
22. Save your entries.

Result
Now you have successfully created a target group Customers for Trade Show containing all
business partners that will be addressed via Email within the campaign.

4.5.2

External List
Management

Use
External List Management (ELM) is used to upload business partners into the system and to
create a target group from the list. This target group can be used to create leads automatically
afterwards.
After an event took place you might have gathered some business cards from potential
customers who told you that they were very interested in your new advertised product.

In order to upload the business partner data you should have gathered the
address details in a separate CSV file as explained in the configuration guide
of building block C1D CRM External List Management.

Address List Maintenance Options:


You can basically create and maintain the address lists using the various options provided
such as Upload Address List, Map Data, Postal Check, Duplicate Check, Business Partner
Creation, Target Group Creation and finally delete the Address List.
Postal Check, Duplicate check and Deletion of Address List is out of delivery
scope for CRM Rapid Deployment Solution
Due to performance reasons, all the steps are executed in the background by the workflow
processing.
You can mark the step(s) that you want to execute and specify the error attribute and the
repeat attribute for each step.

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After you have marked the steps to be executed, enter the start data (start type, start date,
start time) and save the address list. A task is created and starts as specified in the start data.

The address list switches to the display mode if you have specified the start
type as Start Immediately.

Read File
You upload the data from the application server file to the SAP CRM database tables for
External List Management (ELM). After you have uploaded the file successfully, the temporary
file from application server is deleted. Further processing for this address list is done using
the data from the SAP CRM tables.
To execute this step, select the Read File option and specify the error attribute and the
workflow start data.

The temporary application server file is created only if you select the data file from the
workstation while maintaining administration data in the tab Basic Data. In case you
select the data file from the application server, it is not deleted after you have
uploaded the file successfully.
To repeat Upload File, select the data file in the tab Basic Data again, choose the
Upload File option, specify the start data and save the address list. You cannot repeat
Upload File after Business Partner Creation if business partners have been created.
The data created by the previously executed step is deleted.
Map Data
You map the address data to the SAP Business Partner structure according to the mapping
rules defined in the mapping format. If mapping rules are not maintained for the mapping
format, the system tries to map the data using the Business Add-In (BAdI) Define Execution
of Steps to map and convert data using the method MAP_AND_CONVERT_DATA. If no
active implementation is found for the mapping format, the system uses the default
implementation. In the default implementation in case you have enhanced the structure
fields - you must ensure that the field name length does not exceed 25 characters.
Map Data functionality can be used to map Organization, Persons and Marketing attributes by
creating Mapping formats.

Maintain Business Partners


After the address data is mapped successfully to SAP standard structures, you can use it to
create business partners. You can create business partners for the successfully mapped
records. You can do this only if they do not have any postal errors and are not marked as
duplicates.
To execute this step, select the Maintain Business Partner option, specify the error attribute
and set the start data.

You cannot repeat the Business Partner Creation using the repeat attribute All Data
Records. If this step is repeated, only errors and unprocessed records are processed
again.

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During the creation of business partners, the standard APIs to create business
partners are used.

Mapping of Marketing Attributes


For Marketing attributes to be mapped they should be first defined in the system. User will
have to maintain rules so that Marketing attributes for the Business partners can be correctly
mapped and be uploaded in to the system. Filter criterion should be set to Marketing
Attributes , new field Attribute set will be visible. Select the attribute set that contains the
attributes that will be used as target fields to map the data in the csv file. Mapping rules
should be created to map the correct attribute value to data file values.

Maintain Target Group


In this step, you can create a target group in a new or existing profile set and add all the
business partners created from the address list to this target group.
To execute this step, select the Maintain Target Group option, specify the target group and
profile set details and set the start data.

Once you perform the target group creation, you cannot change the target
group and profile set details. If you repeat this step, then only those business
partners who could not be added to the target group in the previous execution
will be added.

Procedure
With this procedure you create a target group, organizations with marketing attributes and
contact persons with the relationships to the organizations.
1. Log on as Marketing Manager with User MKT_MAN.
2. Access the transaction choosing the following navigation option:
SAP CRM WebClient menu

Marketing Create: External List

3. On the screen External List: New, maintain the following values and indicators:
Field name

User action and values

General Data
ID

Y_BP_ELM

External List

Business Partners from Trade Show

External List Origin

Trade Show

External List Type

Internally Procured

Mapping Format

ELM for Customer Address Data Upload

Process Steps
Read File
Map Data
Maintain Business Partners
Maintain Target Group

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Field name

User action and values

Delimiter

Semicolon

4. As New Target Group maintain, for example, name BP_TG_ELM and as New
Segmentation Model maintain, for example, name BP_PS_ELM.
5. Choose Select Client File.
6. Browse, for example, for the file Y_External_List.csv in the Misc folder attached to the
relevant CRM RDS Note.

This file contains example data that can be modified before upload. The file is
provided by SAP Best Practices in Misc folder attached to the relevant CRM
RDS Note.
You can find a language-specific version of the file in the relevant subdirectory (e.g., Y_External_List_ES.csv, stored in sub-directory ES for the
Spanish version).
For more information see section Defining Upload File in the configuration
guide of building block C1D CRM Lean Campaign Management.

Note that leading zeros are important for the input parameter value of some
fields.
For example, for field Region (PERS_REGION) a two-digit value (for
example, 08 instead of 8) is needed.

When editing the .CSV file with Notepad, all leading zeros are visible and
still existing after saving the file.

Be careful when editing the .CSV file with Excel:


You do not see existing leading zeros for the values. After saving the file
all existing leading zeros get lost.
One possibility to prevent this behavior is to define number format Text
for the corresponding cells.

7. Choose Upload.
8. As scheduling time select Immediately.
9. Choose Start.

After the new business partners have been created, they will all be collected in the
new target group. Alternatively, you could also assign the newly- created business
partners to an existing target group.
10. In order to view the current status of your uploading process, you can repeat by choosing
Refresh.
11. You have done everything correctly when you see the information message with traffic
light set to green.
If errors occur, double-click the red traffic light message for error details.
After error correction, you have to restart the process (steps 3 8).
12. Choose Show List Records to view the fields of your data records.
13. You can access the contact data by choosing the hyperlink on the business partner ID.

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Result
Now you have successfully created target group BP_TG_ELM containing all business
partners. Additional you have created the organizations with marketing attributes and contact
persons.

4.6 Process Campaign Execution


Use
There are four alternatives available for the execution of the campaign:

Open Channel: an address file is generated for the business partners of the target
group that can be used as input for a mail-merge letter.

E-mail, using a pre-defined e-mail form. In addition, activities are created


automatically in parallel for each e-mail.

Phone, optionally using a pre-defined interactive script, which means that a call list is
generated for the business partners of the target group that can be distributed by the
IC manager to IC agents.

Lead Creation: the campaign execution triggers a lead generation for each business
partner being member of the campaigns target group.

Prerequisites
You can only maintain one channel alternative per campaign.
Therefore different campaigns were created in the section Create Campaigns to
execute each alternative as described below.

4.6.1

via Open Channel


(Alternative 1)

Use
In this activity, you execute the campaign via channel Open Channel.
First a target group needs to be assigned to the campaign. The execution via Open Channel
creates an address file in CSV format for all business partners of the target group. This
address file can be used as data input for a mail-merge letter.

Procedure
1. Access the activity by choosing the following navigation option:
SAP CRM WebClient menu

Marketing Integrated Marketing Calendar

In the Integrated Marketing Calendar you can work with the ilter Search on top of the
screen.
In the section Marketing Project Clusters, you can, for example, activate Direct Marketing.
In the middle section you activate Marketing Plan. On the right side you activate Calendar
Year <next year>.

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Make sure that in the filter Times no flags are set.


Choose Search.
To save the search result, you can choose Save Search As: Marketing Activities <next
year>.
To view all existing marketing plans and elements, choose Other Projects in the area
Type View of the calendar. Please note that the displayed name is taken from the
description, not from the ID.
2. In order to open the newly created campaign C/MP01-Q01-C01 (Trade Show Campaign
(Letter)), right mouse-click on the campaign entry and choose Details from the dropdown
menu.
3. In the Segments assignment block choose Edit List.
4. In the description field use the F4 help to select your new target group Customers for
Trade Show <next year>

If your target group contains contact persons directly, not via the corporate account,
you have the option to choose between a B2C (inactivated B2B flag) or a B2B
(activated B2B flag) contact.
In the B2C contact, the address of the contact person is determined by the contacts
Main Address and Communication Data.
In the B2B contact, the address of the contact person is determined via the
relationship to the corporate account displayed as the contacts Work data. In case
the address in the Work assignment block of the contacts master data is not
maintained, no contact will be generated when starting the campaign.
To display the contacts master data navigate as follows: Accounts & Products
Search: Contacts.
If your target group contains directly corporate accounts, always address in the Main
Address and Communication Data of the corporate accounts, not of the contact
persons will be contacted, no matter if the B2B flag is activated or not.
5. In the Campaign Details assignment block choose Edit.
6. On the screen Campaign: <ID>, <description> select the following values (using the input
help):
Field name

User action and values

Status
New Status

Released

Channel
Communication Medium

Open Channel Address Data File Export

File Export Form

Y_OPEN_CHANNEL_ADDRESS_FILE

7. Choose Save.
8. In the Attachments assignment block choose New Attachment

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You can use the document Y_Trade_Show_Invitation_Letter.doc which is


provided in the SAP Best Practices in Misc folder attached to the relevant CRM
RDS Note.
9. In the field Upload Document From Local Hard Disk browse for the upload document from
your local hard disk.
10. Choose Upload.
11. Choose Save.
12. In order to start the campaign execution, choose Start.
13. Enter the relevant data for scheduling the job.
For an immediate execution, select Start date Immediately.
14. Choose Start.
15. In the Segments assignment block the job execution status Job Started is displayed in
field Job Status.
16. Choose Refresh in order to refresh.
17. After a successful execution of the job ,an address file (.csv) is automatically uploaded
into the system and assigned to the Attachments assignment block. The file name
contains the campaign ID and the creation date and time.

If the files does not appear immediately, press the refresh button in the
browser to retrieve the latest data version
To configure the layout of the generated CSV file according to your needs
take a look at note 672599 for some helpful information (this note describes
the former BAdI solution, but still contains valid information).
18. Click on the files name.
In the File Download dialog box choose Save to first save the CSV file locally, for
example, in folder C:\TEMP\Campaign.
19. Then open the locally saved CSV address file with MS Excel.
20. Optional depending on your Excel Version:
Highlight the first column and choose Data Text to Columns...
Select file type Delimited, then select the delimiter Semicolon. Choose Finish.
The address file has got a standard Excel format now.
21. Rename the Excel Worksheet to Y_Trade_Show_Address.
22. Save the file with name Y_Trade_Show_Address and file type Microsoft Office Excel
Workbook (*.xls)
This Excel file can be used as address file for the mail-merge letter functionality.

To proceed with this scenario you may also use the document
Y_TRADE_SHOW_ADDRESS.xls which is provided in the directory Misc
folder attached to the relevant CRM RDS Note.

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23. To run the mail-merge letter functionality proceed as follows:


24. Copy both files into the same directory (e.g., C:\TEMP\Campaign):

The address file (e.g., the newly generated one or


Y_TRADE_SHOW_ADDRESS.xls)

The mail-merge letter document (e.g.,


Y_Trade_Show_Invitation_Letter_<language>doc).

25. Open the mail-merge letter document. The mail-merge functionality will start
automatically.

If the Mail Merge functionality does not start, proceed the following steps and
skip then the steps 26-31.:
-

Navigate in the Word Document to the TABstrip Mailings

Select at Start Mail-Merge from the drop-downlist Step by Step


Mail Merge Wizard

An additional Pop up appears and you are already in the 3rd step.

In the 3rd step: Select for the recipients Use an existing list and
browse to the created Excel file on your desktop. Confirm always
ok for the next three steps.

Continue to the 5th step and you can see the preview of the letter
for the 1st Business Partner.

Continue to the 6th step and now you are able to print out the
serial letter.

26. Confirm the SQL command message with Yes if necessary.


27. If the address file is not stored in folder C:\TEMP\Campaign an error message will occur.
Confirm the message and maintain the correct file path on the following screen.
28. As result of the mail-merge letter functionality the first letter is generated and opened with
MS Word automatically. Depending on the used version of MS Word the next steps can
be different.
29. In order to access the mail merge functionality of MS Word, choose Mailings Mail
Merge.
30. In the Mail Merge toolbar you can choose Next Record to edit the next letter.
31. Choose Merge to Printer in order to print out either the current letter (Current record) or all
of them (All).

Result
The campaign has been executed using the Open Channel as communication channel.
An invitation letter has been created and printed out for every target group member.

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4.6.2

via E-Mail Creation


(Alternative 2)

Use
In this activity, you execute the campaign via channel e-mail.
A target group is assigned to the campaign. The execution via channel e-mail creates
outbound e-mails with an attached e-mail form.

Prerequisites
An additional campaign (for example, C/MP01-Q01-C02 (Trade Show Campaign (E-Mail) for
the first marketing plan element C/MP01-Q01) has been created to be executed using the email channel.
In order to successfully send e-mails to each member of the target group, e-mail addresses
need to be maintained in the address master data of each corresponding business partner.
For testing purposes, you can use your own existing e-mail address.

Procedure
1. Access the transaction choosing the following navigation option:
CRM WebClient UI

Marketing Search: Integrated Marketing Calendar

2. In the Integrated Marketing Calendar you can work with the filter search at the top of the
screen.
In the section Marketing Project Clusters, you can, for example, activate Direct Marketing.
In the middle section you activate Marketing Plan. On the right-hand side you activate
Calendar Year <next year>.

Make sure that in the filter Times no flags are set.


Choose Search.
To save the search result, you can choose Save Search As: Marketing Activities <next
year>.
3. To view all existing marketing plans and elements, choose Other Projects in the area
Type View of the calendar. Please note, that the displayed name is taken from the
description, not from the ID.
4. In order to open the newly created campaign C/MP01-Q01-C02 (Trade Show Campaign
(E-Mail)), right mouse-click on the campaign entry and choose Details from the dropdown
menu.
5. In the Segments assignment block choose Edit List.
6. Use the input help to search for your new target group Customers for Trade Show <next
year>.
7. Choose Save.
8. In the Campaign Details assignment block choose Edit.
9. On the screen Campaign: <ID>, <description> select the following values (using the input
help):

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Field name

Lean Campaign Management: (C39): BPD

User action and values

Status
New Status

Released

Channel
Communication Medium

E-mail with activity creation

Sender

<Blank>

Form for E-Mail

Y_TRADE_SHOW_INVITATION

E-Mail Address

YMKT_ADR

10. Choose Save.


11. Choose Start in order to start the campaign execution.
12. Enter the relevant data for scheduling the job.
For an immediate execution select Start date Immediately.
13. Choose Start.
14. In the Segments assignment area the job execution status Job Started is displayed in
field Job Status.
15. Choose Refresh to refresh the job status.
16. After some time you get the job status Job Ended Without Errors.
17. After successful execution of the job, e-mails are automatically sent and an activity is
created for each e-mail to track the customer contact.
18. Evaluate a campaign-related contact list for communication channel 03 Internet mail
(SMTP) on business partner level including contact status:
CRM WebClient UI

Reports Marketing Contact List

19. Evaluate a campaign-related contact list for communication channel 03 Internet mail
(SMTP) on campaign level:
CRM WebClient UI

Reports Marketing Contact Summary

20. In order to check to generated activities:


CRM WebClient UI

Marketing Search: Activities

21. Search for activities with category E-Mail.

Result
The campaign has been executed using E-Mail as communication channel. E-mails and
activities have been created accordingly for each target group member.

With SAPGUI transaction SOST you can check the transmission status of the emails, if e-mail addresses have been maintained in the business partner address
master data of the target group members.

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4.6.3

Lean Campaign Management: (C39): BPD

with Lead Creation


(Alternative 3)

Use
The execution via lead generation channel creates a lead for each business partner who is
member of the selected target group.

Prerequisites
Campaign execution with lead generation only works if all necessary settings
for Lead Management have been maintained in the CRM system (for example,
definition of transaction type for leads etc. for details see the Configuration
Guide of building block C37 CRM Lead Management).
If you do not use Lead Management at all, skip this campaign execution
alternative using lead generation as communication channel.

Use
In this activity, you execute the campaign using the Lead Generation channel.

Prerequisites
An additional campaign (for example, C/MP01-Q01-C03 (Trade Show Campaign (Leads) for
the first marketing plan element C/MP01-Q01) has been created and released to be executed
using the lead generation channel.
A lead template has also been created.

Procedure
1. Access the transaction choosing the following navigation option:
CRM WebClient UI

Marketing Search: Integrated Marketing Calendar

In the Integrated Marketing Calendar you can work with the filter search on top of the
screen.
In the section Marketing Project Clusters, you can, for example, activate Direct Marketing.
In the middle section you activate Marketing Plan. On the right side you activate Calendar
Year <next year>.

Make sure that in the filter Times no flags are set.


When activating the search criteria Calendar year, you can of course set any year
for which you need to display your marketing plans.
Choose Search.
To save the search result, you can choose Save Search As: Marketing Activities <next
year>.

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2. In order to open the newly created campaign C/MP01-Q01-C03 (Trade Show Campaign
(Leads)), right mouse-click on the campaign entry in the result list and choose Details
from the dropdown menu.
3. In the Segments assignment block choose Edit List.
4. Use the input help to search for target group BP_TG_ELM representing the external
address list members
5. Choose Save.
6. In the Campaign Details assignment block choose Edit.
7. On the screen Campaign: <ID>, <description> select the following values (using the input
help):
Field name

User action and values

Status
New Status

Released

Channel
Communication Medium

Lead Generation

Lead Template (optional)

BP Lead Generation Template

8. Choose Save.
9. Choose Start in order to start the campaign execution.
10. Enter the relevant data for scheduling the job.
For an immediate execution select Start date Immediately.
11. Choose Start.
12. In the Segments assignment area the job execution status Job Started is displayed in
field Job Status.
13. Choose Refresh to refresh the job status.
14. After some time you get the job status Job Ended Without Errors.
15. After successful execution of the job, leads were generated for each target group member
(containing the name of the executed campaign as lead description).
16. In order to check the lead generation use the following navigation::
CRM WebClient UI

Marketing Search: Leads

Result
The campaign has been executed using Lead Generation as communication channel. Leads
have been created accordingly; one for each target group member.

4.6.4

via E-Mail Creation


with target group members containing marketing
Permission (Alternative 4)

Use
In this activity, you execute the campaign via channel e-mail.

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The execution via channel e-mail creates outbound e-mails only to business partners who
accepted E-Mail contacts.

Prerequisites
An additional campaign C/MP01-Q01-C04 for the first marketing plan element C/MP01Q01) has been created to be executed using the e-mail channel.
In order to successfully send e-mails to each member of the target group, e-mail addresses
need to be maintained in the address master data of each corresponding business partner.
For testing purposes, you can use your own existing e-mail address.

Procedure
1. Access the transaction choosing the following navigation option:
CRM WebClient UI

Marketing Search: Integrated Marketing Calendar

2. In the Integrated Marketing Calendar you can work with the filter search at the top of the
screen.
In the section Marketing Project Clusters, you can, for example, activate Direct Marketing.
In the middle section you activate Marketing Plan. On the right side you activate Calendar
Year <next year>.

Make sure that in the filter Times no flags are set.


Choose Search.
To save the search result, you can choose Save Search As: Marketing Activities <next
year>.
3. To view all existing marketing plans and elements, choose Other Projects in the area
Type View of the calendar. Please note, that the displayed name is taken from the
description, not from the ID.
4. In order to open the newly created campaign C/MP01-Q01-C04, right mouse-click on the
campaign entry and choose Details from the dropdown menu.
5. In the Segments assignment block choose Edit List.
6. Use the input help to search for your new target group Contacts with Marketing
Permissions.
7. Choose Save.
8. In the Campaign Details assignment block choose Edit.
9. On the screen Campaign: <ID>, <description> select the following values (using the input
help):
Field name

User action and values

Status
New Status

Released

Channel
Communication Medium

E-mail with activity creation

Sender

<Blank>

Form for E-Mail

Y_TRADE_SHOW_INVITATION

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Field name

Lean Campaign Management: (C39): BPD

User action and values

Status
New Status

Released

E-Mail Address

YMKT_ADR

10. Choose Save.


11. Choose Start in order to start the campaign execution.
12. Enter the relevant data for scheduling the job.
For an immediate execution select Start date Immediately.
13. Choose Start.
14. In the Segments assignment area the job execution status Job Started is displayed in
field Job Status.
15. Choose Refresh to refresh the job status.
16. After some time you get the job status Job Ended Without Errors.
17. After successful execution of the job, e-mails are automatically sent and an activity is
created for each e-mail to track the customer contact.
18. Evaluate a campaign-related contact list for communication channel 03 Internet mail
(SMTP) on business partner level including contact status:
CRM WebClient UI

Reports Marketing Contact List

19. Evaluate a campaign-related contact list for communication channel 03 Internet mail
(SMTP) on campaign level:
CRM WebClient UI

Reports Marketing Contact Summary

20. In order to check to generated activities:


CRM WebClient UI

Marketing Search: Activities

21. Search for activities with category E-Mail.

Result
The campaign has been executed using E-Mail as communication channel. E-mails and
activities have been created accordingly for each target group member.

With SAPGUI transaction SOST you can check the transmission status of the emails, if e-mail addresses have been maintained in the business partner address
master data of the target group members.

5 Follow-Up Process
Use
You have finished all activities that are a part of the business process described in this
document.
To accomplish subsequent activities, carry out the process steps described in the referenced
process, using the master data from this document.

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In this case, the call lists as well as leads which resulted from the campaign execution in this
business process can be further processed.

Prerequisites
Call lists and/or leads have been generated from campaigns.

Procedure
To follow-up the generated call lists, complete the appropriate activities for distribution and
execution of call lists in the Customer Interaction Center as described in the Business
Process Documentation of the process Interaction Center Marketing (C81).
To follow-up the generated leads, complete all activities for lead management as described in
the Business Process Documentation of the process Lead Management (C30).

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