Customer Relationship Management (CRM) Key Business Process areas


CRM aligns marketing processes and drive customer demand using functionality to enhance management of marketing resources, segments and lists, campaigns, leads, trade promotions, and marketing analytics.


CRM enables you to acquire, grow, and retain profitable relationships with functionality for sales planning and forecasting and the management of territories, accounts, contacts, activities, opportunities, quotations, orders, product configuration, pricing, billing, and contracts.


CRM can drive service revenue and profitability with support for service sales and marketing. More effectively manage service orders, contracts, complaints and returns, in-house and depot repairs, warranties, resource planning, e-service, and service analytics. Functionality to support call centers, field service, and e-service provides flexible delivery options.

Partner channel management

With CRM you can attain a more profitable and loyal indirect channel by managing partner relationships and empowering channel partners. Improve processes for partner recruitment and management, communications, channel marketing and forecasting, collaborative selling, partner order management, channel service, and analytics for partners and channel managers.

Running an interaction center

Customer interaction centers are places where you meet your customer face to face. With CRM, you can maximize customer loyalty, cut costs, and boost revenue by transforming your interaction center into a strategic delivery channel for marketing, sales, and service efforts across all touch points. Effectively handle activities such as telemarketing, telesales, customer service, human resources, IT support, and interaction center management.

Web channel enablement

Increase sales and reduce transaction costs by turning the Internet into a valuable sales, marketing, and service channel for businesses and consumers. Increase profitability and reach new markets with a fully integrated Web channel, including support for e-marketing, e-commerce, e-service, and Web channel analytics.

SAP CRM Business Process Map

Business communications management

Manage inbound and outbound contacts across multiple locations and channels. Integrate multichannel communications with customer-facing business processes to provide customers and partners with seamless, consistent experiences across all channels, including voice, text messaging, the Web, and e-mail.

Real-time offer management

Turn all customer interactions into opportunities to build customer relationships and generate revenue. Plan, develop, and execute cross-selling, up-selling, and retention offers; service-level agreements; and more. Take appropriate subsequent actions to enhance customer relationships and ensure relevant and personalized customer interactions.

Trade promotion management

CRM will boost a company’s brand presence and profits with visibility into and control of all trade related processes. Increase accounting accuracy of trade and financial results with back-office integration. Gain key business insights to help you optimize trade activities. Increase your trade promotion success with analytics and enhanced management of trade funds, promotions, claims, and retail execution.

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