SAP Sales Cloud
How to get the 360-degree view of your customers
Implementation Highlights
- Implementation of a modern cloud CRM system
- Achieve 360-degree view of target groups (customer/contact person)
- Implementation of a lean lead-to-cash process
- Consolidation of all master data from different systems
- Optimization of collaboration between marketing and sales
We were looking for a CRM system that was state-of-the-art, flexibly adaptable, and where we could make minor changes ourselves as users.
With SAP Sales Cloud, we found just such a solution, and CONSILIO tailored the system to our needs.
Initial situation
mgm technology partners is a leading consulting and solutions provider that develops enterprise applications for the commerce, insurance and public sectors based on the latest technologies and its own platform solutions. mgm is the technology partner and developer behind the electronic tax return in Germany - keyword ‘ELSTER’.
The A12 platform is also a tried-and-tested solution in the public sector for the statutory implementation of the Online Access Act (OZG) by the end of 2022. Further digitalisation projects are planned at federal and state level in public authorities and administrations.
The challenge
As part of the modernisation of its systems and in order to take customer relationships to a new level, as employees had previously been working with various tools such as Outlook, Excel, etc. and there was therefore no ‘single source of truth’. To change this, mgm decided to implement a streamlined CRM system. After weighing up various solutions, the IT service provider decided in favour of the SAP Sales Cloud. To this end, mgm commissioned CONSILIO from Munich to implement the SAP solution in order to initiate the realisation of a lead process with account, contact and marketing management.
Project goals
The SAP Sales Cloud is a SaaS system. The main advantage of this architecture is that no complete IT infrastructure needs to be set up in the company. This eliminates the need for maintenance and servicing of external IT systems - expensive acquisition and operating costs are eliminated.
In addition to the architectural advantages, mgm primarily pursued the following operational goals with the implementation of the Sales Cloud:
- Breaking up existing data silos
- Consolidation of customer data and creation of a ‘golden record’
- Efficient customer support through integration of the Sales Cloud in Outlook
- Centralised management and support of internal and external target groups
- Overall view of all customers
- Flexible customer support thanks to smart role and rights management
- Simplified problem solving thanks to a new approach
Implementation
Following a fit-gap analysis, mgm opted for an extended version of the CONSILIO ‘Sales Starter MVP’ package. In addition to standard components such as groupware integration, which can be used to send emails and realise queries from customers and internal employees in the sales cloud, this configuration also includes optional functionalities such as campaign management for marketing. Under the guidance of CONSILIO, mgm bore the brunt of the data migration by cleansing the data and preparing it internally for migration. Technically, the transfer was then carried out using the SAP Sales Cloud's ‘Data Workbench’ migration tool.
Function and advantage of the solution
The SAP Sales Cloud enables mgm employees from Marketing to work more effectively with Sales. Customers can be supported in a more targeted manner and internal and external events, newsletters or seasonal campaigns can be organised - for example at Christmas.
In detail: Marketing is now able to efficiently filter and implement newsletters or postings for specific occasions via target group management or campaign management in the Sales Cloud. For example, it is very easy to send a link to a survey to customers, and the survey itself is seamlessly embedded in the company's website via an iFrame - so the customer experience is maintained throughout. What's more, marketing and sales use the same database in the Sales Cloud. Both business units therefore always have a comprehensive overview of the measures already implemented, the nurture process and the customer's current interests.
Granular rights management in the Sales Cloud also allows mgm to implement different roles. This means that employees from marketing, sales or even external employees are given the opportunity to collaborate with specially tailored views and authorisations. In this way, role and authorisation management increases the efficiency of the teams involved.
CONSILIO also realised the account manager and account team functions as part of this technology. This allows the account managers to significantly increase the transparency of the process via reporting. This means that a team manager is always aware of what is happening with the opportunities or which projects the team members are currently working on.
Outlook integration was also an important component of the solution. With this technology, for example, all important customer data can be viewed, maintained or created directly in Outlook. This considerably simplifies contact management for employees, as there is no need to maintain data twice.
Conclusion
Together with the SAP specialist CONSILIO from Munich, the IT service provider mgm technology partners has set the course for a modern state-of-the-art lead process. Now the company as a whole is required to first define efficient lead processes and then subsequently design, shape and establish them - if necessary, the partner CONSILIO supports the realisation of the necessary steps with its in-depth expertise.
Further information
SAP CX /Sales Cloud: How to establish contact with the customer
SAP Sales Cloud offers a platform with which all important data from new and existing customers can be bundled.
Specialist area SAP Sales & Distribution
Focus on sales processes and customer needs