That SAP Business ByDesign Marketing-to-Opportunity business scenario enables you to manage marketing and pre-sale activities with the aim of generating new business for customers and prospects. You can run campaigns, collect responses, generate leads, manage opportunities, and initiate and track related sales activities. Alternatively, you can use this business scenario without campaigns. This means that no marketing department is involved and leads and opportunities can be created without a campaign.

Scenario overview

The Microsoft Outlook integration enables you to record responses. In this way, e-mails can be assigned directly to specific campaigns in Microsoft Outlook and synchronized with the SAP Business ByDesign solution. In addition, the function for the pipeline simulation has an interactive combination of graphical representation and table list of opportunities. The what-if analysis also simulates how changes would affect the pipeline.

Business process: create target group

The business process Create Target Group enables you to create a target group based on search criteria, reports or transaction data. The search results can then be added to the new target group. You can also manually add customers and contacts who do not match the search parameters, but who also need to be included in the target group. Before you assign the target group to a campaign, you can check whether all members of the target group can be contacted via a specific communication channel.

Business process: create and execute campaign

The business process Create and Execute Campaign enables you as a marketing employee to create a campaign, assign the newly created target group and select a campaign type. In addition, you can decide whether activities for the customer and contact history should be created automatically from the campaign. The campaign can then be carried out.
For this purpose, all target group members who are considered to be addressable according to the selected campaign type are exported to a Microsoft Excel template.

Business process: create lead

The Create Lead business process enables you to create a lead as a follow-up to a campaign response. The lead can also be created without a preceding document. With the help of a lead, the interest of a business partner in a certain product or service is determined more precisely with the aim of maintaining and influencing this interest. As soon as a lead has reached a certain status, it can be passed on to sales, where it is decided whether an opportunity is to be created.

Business process: create and develop opportunity

The business process Create and Develop Opportunity enables you to create an opportunity as a follow-up document for a lead. Opportunity management can be used to proactively manage the process of closing sales. Opportunity management enables your sales staff to get a comprehensive overview of an opportunity (from creating an opportunity to managing activities related to the opportunity to processing and tracking them). When working on an opportunity, there are a number of activities that must be performed to ensure that the opportunity is implemented and results in a sales order. The sales assistant in opportunity management supports this function.
It also provides you with a large number of reports that you can run, for example to see the number of opportunities with the current status and the expected value of the sum of all opportunities.

Source: help.sap.com, as of March 2017