Chnl Mktg Funds Overview

SAP CRM 7.0Overview

SAP CRM Partner Channel Management

Channel Marketing Funds

1. SAP CRM Partner Channel Management – Channel Marketing2. Channel Marketing Funds Overview

2.1. Business Drivers2.2. Business Process Overview2.3. Functional Scope2.4. Conclusion

3. Further Information

Agenda

Partner managementChannel marketingChannel sales Partner order managementChannel servicePartner and channel analytics

Partner portalChannel manager portal

Customer

Channel manager

Partner

Manage and empower partners to more effectively sell to, market to, and service end customers, resulting in a more profitable and loyal indirect channel.

Partner Channel Management in SAP CRM –Capabilities

Partnermanagement

Channel sales

Partnerorder

managementChannel service

Partner and channel analytics

Partner Channel Management in SAP CRM –Channel Marketing

Channel marketingEnables companies to better drive demand for products through channel partners

Partner communication to target personalized sales tools and sales and marketing news to partnersCatalog management to centrally manage and deploy product and pricing information across channelsCampaign management enables collaborative demand generation with partners Lead management to capture, quality, route, and manage sales leads with the best-fit channel and best-fit partnerChannel marketing funds to better manage and allocate funds to partners, provide partner self-service for requesting and claiming funds, and ensure legal compliance of funding practicesPartner locator empowers end customers to find a store location near them from which to purchase products or get service

Channel marketing




Agenda

CO-Marketing

DemandGeneration

BrandAwareness

PartnerLoyalty

Business Drivers of Co-Marketing Initiatives

Increased reliance on channel partners

Complexity of Marketplace

Driving New Growth

Funding Your Channel Partners’Marketing Activities

Extend Your Marketing Reach and Multiply Your Marketing Dollars…

… by Leveraging Your Channel Partners

Channel Marketing

Funds

(MDF)

Partner Ad

Partner Event

Partner Web Site

Creating Win-Win Situations

INCREASE EFFECTIVENESS OF MARKETING SPEND

EXPAND MARKETING REACH

ENSURE CONSISTENT BRANDING

REDUCE FRAUDULENT CLAIMS

Brand Owner Channel PartnerINCREASE OWN

MARKETING BUDGET

BENEFIT FROM BRAND OWNER’S BRAND

IMAGE

BENEFIT FROM BRAND OWNER KNOW-HOW

QUICK, CONVENIENT REIMBURSEMENT OF

MARKETING FUNDS

Striking a Balance…

TWO BRANDS ARE STRONGER THAN ONETWICE THE MARKETING BUDGET

INCREASE MARKET PENETRATIONALIGNED MARKETING EFFORTS

… to Increase Marketing Power:

Comply with legal requirements

Improve interaction and transactional efficiency

Increase effectiveness of marketing expenditures

Overcoming the Challenges of Channel Marketing Funds

Lack of visibility into marketing spend

Align MDF with corporate objectives

Partner frustration with slow payments

Inconvenient, cumbersome processes

Inaccurate payments

Fair trade practices

Financial regulations

Achieve Effectiveness, Efficiency and Compliance

Companies Need an Integrated Solution

BRAND OWNER PARTNER

EXECUTION

Executemarketing activity

Pay partner for marketing activity

Define co-marketing programs & activities

FINANCE PLANNING MARKETING

Plan budgetfor co-marketing

Allocate fundingto partners

Determine desiredmarketing activities

Request funding forspecific activities

Approve activities /requested budgets

Reserve funds basedon planned activities

Accrue funds forpartner performance

Access tools anddownload collaterals

Submit proof ofperformance & claim

Approvereimbursement

Triggerpartner payment

Actual PartnerPerformance

End-to-end Co-Marketing Process

Receivepayment

Update fundswith payout amount




Agenda

Channel Marketing Funds Process

3

2

5

Channel manager manages fund budgets

Channel manager sets up Funds Plan with Funds and MDF Program/Special

Program with initiative templates

Partner manager creates initiative request (based

on initiative template)

6

1

Partner manager enrolls to the MDF program

Partner manager checks available funds

Partner executes approved initiative and creates claim request for reimbursement

Channel manager manages initiative request approval

7

8

Channel Manager manages claim approval and settles

approved amount

4

© SAP 2007 /

Channel Marketing Funds (MDF)

Market Development Funds as part of Channel Marketing is a SAP CRM based set of applications which enables brand owners to increase the effectiveness of their channel marketing expenditures, by efficiently allocating the market development budgets to the channel partners and their marketing activities.

Market Development Funds is integrated into:SAP CRM MarketingSAP CRM Partner Channel ManagementSAP CRM Funds ManagementSAP CRM Claims ManagementSAP CRM BillingSAP Business IntelligenceSAP ERP (FI/CO)

© SAP 2007 /

Channel Marketing FundsFund Management

Funds Management is a SAP CRM based set of applications that enables the brand owner to setup and manage funds, to facilitate efficient planning and tracking of marketing budgets

Funds Management is integrated into:SAP CRM MDF: MDF Program, MDF Reservation, MDF Claim SAP CRM Claims ManagementSAP CRM Partner Channel ManagementSAP ERP Financials (CO-PA, FI)SAP BISAP BI BPS via APIs

SAP CRM Trade Promotion Management

© SAP 2007 /

Channel Marketing FundsClaim Management

Claims Management is a SAP CRM based set of applications that enables the brand owner to capture and process claims and payments related to various marketing activities by partners and retailers

Claims Management is integrated into:SAP CRM MDF: MDF InitiativesSAP CRM Billing EngineSAP ERP Financials (CO-PA, FI)SAP BI

SAP CRM Trade Promotion Management

Market Development Funds (MDF) Business Scenario Modeling - Overview

Managing MDFFunds

Managing MDFProjects

Managing MDF Budgets

1Managing

Channel Partner Hierarchies

Managing MDF ProjectsManaging Financial

Accruals in MDF

Managing MDF Budget Expiration

Managing MDF Claims

Settlement and payout

3

4

56

7

8

9 2

© SAP 2007 /

Market Development Funds (MDF) Business Scenario Modeling – 1

Managing MDF Projectssupports the organizational aspects of setting up and managing the life cycle of MDF Projects (Program and Special Program) and Initiative Templates in the context of the CRM Marketing Plan Hierarchy.

Managing MDF Fundssupports managing the administration, distribution, and consumption of funds for MDF and the respective budgets available to channel partners for funding co-marketing efforts.

Managing Channel Partner Hierarchiesallows channel partners managing family members of a channel partner corporate family to map their organizational structures in relationship to the brand owner. Channel Partner Hierarchies in MDF are mainly used to manage funds along the hierarchy structure.

Managing MDF Projects with Channel Partnersruns the collaborative business process to enable channel partners managing MDF Projects, incl. enrollment) and to create MDF initiatives to request funding for specific co-marketing efforts.

© SAP 2007 /

Market Development Funds (MDF) Business Scenario Modeling – 2

Managing MDF Budgetsmanages budget for funds used in MDF with budget postings to fill or remove budget in funds and transfer budget between funds reflected in the fund checkbook. Channel partner can manage budget transfers to move budget between their funds.

Managing MDF Budget Expirationcontrols the expiration of budget based on expiration periods in funds management, incl. to extend a budget availability or to renew a budget that has already expired.

Managing Accruals in MDFmanages financial liabilities for market development funds with integration to SAP ERP accounting and controlling.

Managing MDF Claimsexecutes the collaborative process how channel partner request reimbursements for an MDF Claim, and how brand owner validates and approves it to reimburse channel partners.

Settlement in CRMsettles payments claimed via approved MDF Claim against funds, including partial settlement and postings to SAP ERP accounting.




Agenda

Channel Marketing FundsKey Features

Increase and harmonize

brand awareness

Prove channel marketing

effectiveness

Leverage Your Partners

VP of Channel Marketing

I need to drive channel marketing funding strategy in the enterprise and channel

Help me to consolidate channel budgets and optimize use along corporate channel marketing strategy

Give my team and channel partners a solution that’s intuitive, easy to use, that meets our needs

Be in control of managing channel marketing funds inquiries according to legal compliance

Key Features

Flexible modeling of channel marketing strategy

Powerful SAP CRM-based funds management

Integrated SAP CRM-based claims management

Common SAP CRM infrastructure

End-to-end process collaboration with partners

© SAP 2007 /

Channel Marketing FundsMarket Development Funds (MDF)

Intuitive CRM WebClient user interfaceImproved intuitiveness and facilitating functionalityClearly structured screens and navigationQuick creation, maintenance and review of informationProcess support utilizing Guided Maintenance approachAppealing ‘web application style’ visual designRapid time-to-use due to lean end-user documentation and e-tutorials

Improved flexibility withPersonalization by end-userCustom field configurationCustom screen layouts

Streamline system landscape for channel marketing funds with SAP CRMComprehensive channel marketing funds objects in SAP CRMComprehensive funds management capabilities in SAP CRMComprehensive claims management capabilities in SAP CRMComprehensive payment capabilities in SAP CRMFinancial processing in SAP ERPReporting functionality in SAP BIPlanning functionality in SAP BI-BPS/SEM

Channel Marketing Funds Key Feature Details -1

Flexible CRM Channel Marketing modelingFlexible marketing strategy implementation options with MDF Program, MDF Special Program and MDF Initiative modeling capabilities embedded in CRM Marketing Plan hierarchy.Causals can be used to control customer-facing attributes of partner‘s marketing activities and are integrated with the reimbursement rate functions as part of claim validation.Managing the enrollment of eligible and participating partner in MDF Program and MDF Special Program. This controls the availability of funding partner activities (provided via MDF Initiative Templates) and access to funds budget.Approval process capabilities (approve/reject/return)Access to enterprise and channel marketing activities in Marketing Calendar

Powerful SAP CRM-based funds managementFlexible funds modeling according to later use for claims management, e.g. funds type, funds determinationInitial (kick-start) and recurring (performance-based) budget posting management (updates, transfers)Rolling-period and fixed budget expiration managementEmbedded financial liability management with SAP ERP accounting and controlling integrationComprehensive fund checkbook reflecting process lifecycle phases (e.g. reserved, claimed, settled, expired, availabe2spend, etc.) to support budget auditing and traceabilityCollaborative funds management approval process capabilities (approve/reject)


Integrated SAP CRM-based claims managementProcess-driven claims management from MDF Initiative (planning) to settlement (payout) – supplemented by direct payment capabilities Attribute-based funds determination capabilitiesBudget reservation capabilities to ensure budget availability for later claimingFlexible budget availability control functionality to control budget flow, incl. partial settlement capabilitiesIntegrated claim validation management with planned (MDF Initiative) and requested (MDF Claim with proof-of-performance) stagingIntegration with ERP accounting and controlling on actual costs posting and financial liability resolvingCollaborative claims management approval process (approve/reject/return)

End2end process collaboration with partnerPartner specific application sets to support channel marketing funds from end2endPartner self-services on enrollment and MDF Initiative request based on provided MDF Initiative templates.Partner self-services on budget transfer and expiration (budget extension/renewal requests)Partner self-services on claims request managementPartner self-services on partner hierarchy structure with embedded funds management


Common SAP CRM infrastructureRole-based CRM WebClient applications for brand owner and channel partner usersCommon UI for internal and external usersComprehensive end-user UI personalization capabilitiesRich UI configuration capabilitiesPowerful data authorization access management with SAP basis authorizations and CRM Access Control EngineClearly defined interfaces to external systems

Channel Marketing FundsExample MDF Program

An MDF Program consists of the following assignment blocks:

MDF Program DetailsPartnersFunds PlansInitiative TemplatesProduct CategoriesAttachmentsParties InvolvedReimbursement Rate ConditionsChange HistoryAdministrationMessagesNotes

Channel Marketing FundsExample Fund in MDF

A fund in MDF consists of the following assignment blocks:

Fund DetailsCheckbookBudget Expiration ScheduleBudget PostingsFund UsagesNotesParties InvolvedOrganizational DataAttachmentsChange History

Channel Marketing FundsExample Claim in MDF

A MDF Claim consists of the following assignment blocks:

Claim DetailsResolutionClaim Processing DocumentsSettlementsPayment InfoParties InvolvedNotesAttachmentsChange HistoryOrganizational DataTransaction HistoryDates




Agenda

Key Benefits of Channel Marketing Funds

Top-line Multiplying EffectIncreased marketing spendIncremental revenue due to increased demand and customer penetration

Bottom-line SavingsStreamlined, automated operations reduce costsDecreased overpayments and fraud

Marketing

$$

Incremental

Revenue

OperatingCosts Overpayment,Fraud

Drive Top-line Growth and Bottom-line Savings

Key Take Aways

Increase your marketing budget by incenting your partners toengage in co-marketing

Promote brand awareness and consistency by aligning marketing activities

Achieve efficient execution and improve partner satisfaction through automation

Ensure legal compliance through auditable end-to-end processes

Extend Your Marketing Reach…

…and make it easier for partners to do business with you!

© SAP 2007 /

Further information I

SAP CRM - Roll-Out Maphttps://portal.wdf.sap.corp/go/crm-rollout-map

SAP CRM - Ramp-Up Knowledge Transfer (RKT)http://service.sap.com/rkt-crm

SAP CRM – Demo Portalhttp://crmportal.wdf.sap.corp:1080

SAP CRM – WiKihttps://wiki.wdf.sap.corp/display/SAPCRMHub/Home

SAP CRM - Help Portalhttp://help.sap.com/crm

SAP Public Webhttp://www.sap.com/crm

© SAP 2007 /

Further information II

SAP Strategic Marketing Asset Repository and Toolset (SMART) http://smartdirectory.sap.corp:3080/assets/index.epx

Other relevant detailed view presentations

SAP CRM Partner Channel Management –Channel Marketing Funds – Marketing View

SAP CRM Partner Channel Management –Channel Marketing Funds – Value Flow

SAP CRM Partner Channel Management -Partner Management

SAP CRM Partner Channel Management -Channel Marketing

SAP CRM Partner Channel Management -Roles

SAP CRM Sales – Activity Management

Appendix

SAP CRM

SAP ERP

Channel Marketing FundsMDF Overview Diagram

MDF Program

Fund

Initiative

MDF Special Program

Initiative Template

Claim

Payout

Attachment

Settlement

Reservation

Attachment

Budget Postings

PartnerHierarchy

Corporate/Channel Partner

Purchase Locations

Financial Accruals

FinancialAccounting

Enrollment

PCM Master DataManagement

Attachment

Attachment

Funds Plan

Attachment

CheckbookBudget Expiration

Initiative Element

Marketing/MDF

Partner Mgmt.

Funds Mgmt.

Claims Mgmt.

Generic

© SAP 2007 /

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Chnl Mktg Funds Overview

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