Marketing is one of the most important aspect of the customer lifecycle and is as stated integral part of SAP CRM. It provides tools to manage marketing activities as follows:
A marketing campaign is defined as set of tactics and techniques to influence or make potential buyers aware of a set of goods or services. SAP CRM provides a marketing calendar where you can set up your timesheet for certain campaign. For each campaign you provide the method of communication and target group. You can execute campaign using email, phone calls or use different communication methods, group campaigns to create complex strategy and track and evaluate impact. There are also tools to track and evaluate campaign even if not executed using SAP CRM.
Provides tools to manage customer loyalty programs. Common example might be the frequent buyer who reaches for discount after purchasing certain amount of goods.Segmentation and List Management
Very powerfull feature which enables grouping similar customers together using certain attributes in dynamic fashion. Marketing attributes in SAP CRM are defined via end-user tool that extends SAP CRM data model without the need to manually create new tables. .
List management allows to import and manage list of prospects from different sources. External list management enables import of external lists of prospects that on contrary enables the usage in marketing campaigns or other business processes.Trade promotion
Trade promotion is a tool to better promote your direct sales or the ones using distributors. Primary tracked areas are customer rebates and trade spend funds. Trade promotion setup is SAP CRM based but results usually in SAP ERP on rebate conditions to be set up based on the trade promotions.