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Using Analytics in SAP CRM to Boost Marketing and Sales

By SiliconIndia   |   Thursday, 31 May 2012, 07:25 Hrs
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Bangalore: SAP Customer Relationship Management (SAP CRM) application, not only helps to reduce cost and support decision-making ability, but can also help the company compete successfully over a long term. It can particularly strengthen sales and marketing. Some of the chief issues faced by Chief Sales Officers are:

1.    Reinforcing the sales team’s ability to meet the requisite quota: best-in-class sales teams end up meeting quota more often than laggards.
2.    Increasing customer retention: best–in-class companies can amass a 90+ percent customer retention rate vs. laggards.
3.    Boosting revenue per customer:  best–in-class companies undergo double-digit growth rates.

How is analytics in SAP CRM a solution for these problems faced by CSOs?

SAP CRM offers turnkey customer intelligence solutions with pre-built metrics for the purpose of :
1.    Quantifying and improving sales effectiveness.
2.    Collaborating on marketing and sales to close more deals.
3.    Speeding up service delivery.
4.    Scrutinizing and optimizing the lead-to-cash process by integrating front office and back office data.

SAP CRM has a framework to explore data, make an ad-hoc analysis, prepare formatted reports, and embed dashboards fully in the web client. If you’re a power user, you could create reports using SAP BusinessObjects business intelligence solutions and embed them within the SAP CRM web client. You could share the reports with other CRM users by role or organization.

SAP CRM also provides prebuilt content and role-based sales dashboards with guided analysis for sales executives, managers, and representatives. These dashboards can integrate with SAP CRM authorization, authentication, and user experience. Filters and navigation from dashboards to CRM documents can give closed-loop insight. And you can deploy the dashboards against real-time data or SAP NetWeaver BW, leveraging a wide-ranging library of pre-delivered content.

Marketing dashboards gauge marketing efficiency from the perspective of both marketing and sales.

One could use service analytics insights to identify ways to streamline customer care processes, thereby reducing costs and ensuring customer satisfaction and retention.

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