Develop a detailed understanding of how SAP CRM supports the needs of marketing organizations and how new offerings in SAP CRM 7.0 provide added functionality, including loyalty management, high-volume marketing, and a custom user interface with shortcuts to important areas. Take an in-depth look at SAP CRM tools to support marketing tasks, such as market planning and resource management, segmentation, lead management, and list management, campaigns, and marketing analytics. Find out how to improve the results of your marketing activities and use the most effective interaction channels (including telemarketing, email, or direct mail) to target the right customers. Learn how to use multi-wave campaigns to automate customer dialogs. Explore lead management to improve how you generate, qualify, and distribute leads to your sales team. Determine the impact of marketing analytics on your SAP CRM initiative and find out how you can leverage campaign effectiveness with planning to prepare your budget, track costs, and more effectively manage your entire marketing organization.

Session presented by: Dr. Ralf Strauss, SAP AG

Examine key phases, resources, and preparation tasks that you must get right to ensure the success of an SAP CRM implementation or upgrade. Get guidelines for optimizing landscape design, cleansing legacy data, and ensuring stakeholder support. Understand the relationship between your business goals and project scope definition. Learn how and why process changes must be the cornerstone of both testing and training. See how system integration issues underscore the need to have the correct resources and support processes in place. Walk through typical SAP CRM project timelines, team structures, and roles that you can employ in your own project planning. Finally, discover some of the typical “surprises” that may complicate or compromise your project’s success, like inconsistent release levels between SAP CRM and other SAP solutions that you are running.

Session presented by: Michael Debevec, Debevec Consulting

Take a guided tour of Dow Corning’s SAP infrastructure and explore how the company is using its enterprise portal-based SAP CRM 5.0 system for contact management, account management, lead and opportunity management, and analytics. Explore in detail the unique ways it has expanded its use of the marketing capabilities within SAP CRM to meet a variety of business requirements, including standard email campaigns, scheduled campaigns, and newsletter series. Discover how Dow Corning uses the system to conduct customer satisfaction surveys in multiple languages to gain valuable input from its global customer base. Learn how you can replicate its use of custom filters to build target groups for survey follow-up, and see how they make survey responses readily accessible so that SAP CRM users can review results and take action based on customer input.

Session presented by: Bill Pritchett, Dow Corning

Hear how NetApp managed the complexity and risk of a big bang SAP CRM implementation while working with remote and virtual teams at multiple global sites. Learn what communication and collaboration tools they considered to be essential to the success of the project, including site readiness scorecards, end-user newsletters, and project dashboards. Get a first-hand account of how the NetApp project team facilitated 6 major testing events to execute over 4,000 test case scenarios, and see how they measured the progress of test execution and identification of defects. Learn how NetApp successfully executed their cut-over in less than 48 hours while minimizing the impact on both customers and business users. Explore how NetApp successfully executed the deployment phase of the project by preparing the business for significant changes, providing self-service information, and creating a deployment team that included both project team members and super users. Take a first-hand look at sample communication plans, configuration playback sessions, and screenshots of the project website.

Session presented by: Ed Swetavage, NetApp

Walk through Petro-Canada’s upgrade path from beginning to end as it moved from SAP CRM 4.0 to the latest release of SAP CRM. See the company’s timeline for completing the upgrade and rolling it out to end users as well as its key staffing requirements. Gain some insight into how and why this type of upgrade can be performed in-house, with the assistance of one or two technical consultants, and consider the technical aspects of this project including system requirements and sizing. Gather tips and tricks on user interface (UI) configuration and understand why the new UI of SAP CRM was easier for Petro-Canada’s functional team members to use. Leave knowing how Petro-Canada deployed the transaction launcher to enable its users to access functionality from SAP solutions and external systems.

Session presented by: Judy Hildebrandt, Petro-Canada

Hear why Petro-Canada recently moved its SAP CRM 4.0 interaction center into an SAP CRM 2007 environment. Find out how its customer service representatives (CSRs) now use the interaction center to access all customer activities and notes recorded by the sales team. See how Petro-Canada has standardized interactive scripting for CSR processes like placing sales orders in its SAP environment, and how they have decreased the learning curve for new hires by allowing the scripting to walk them through their processes. Learn how the company uses complaints to record broken customer promises from the back-end sales order. Review how the new transaction launcher enables the CSRs to use functionality from their back-end SAP solutions, the Internet, and other applications, providing all job functions from one screen.

Session presented by: Judi Sommerville, Petro-Canada

Get a first-hand view of how SWIFT, a global provider of secure financial messaging services, successfully upgraded to SAP CRM 2007 (from SAP CRM 2005) and improved user adoption and overall use of the application. See how SWIFT tackled the change management curve by delivering a strategic CRM vision with consistent support and involvement from top-level management. Learn why SWIFT phased its SAP CRM rollout, how this resulted in increased user adoption, and how you can use examples of their project phasing at your organization. Understand the value and basic principles behind operant conditioning, including hard and soft reinforcement techniques, and how SWIFT used them during its implementation. Find out how SWIFT established a user adoption dashboard as a key management tool to monitor and improve user adoption, and how it can be used to define metrics and set meaningful targets.

Session presented by: Travis Dobias, SWIFT

Learn how the Port of San Diego navigated user adoption challenges since its SAP CRM software went live 5 years ago. Understand how this public sector agency implemented a solution that call center agents adopted. Gain insight into the agency’s struggles with outside departments, whether your organization is in the public or private sector. Get a handle on how organizational culture can affect user adoption and decisions like determining which transactions to input into SAP CRM and why. Get first-hand advice on what can derail your end-user strategy, including organizational culture changes and priorities. Leave this session prepared with tips on how you can encourage departments outside of your call center to enter transactions into SAP CRM, beyond workflow and closeout transactions.

Session presented by: Jerine Rosato, Port of San Diego

Get a critical overview of the dashboard and visualization functionality you can deliver with Xcelsius Enterprise from Business Objects, an SAP company. Discover how you can obtain real-time reporting and metrics directly within SAP CRM, and provide your sales team with a more interactive view of customer and company information. Delve into typical use scenarios, options, and specific requirements necessary for a successful deployment of Xcelsius Enterprise in your existing SAP CRM landscape. Understand how these dashboards can combine marketing data, leads, opportunity data from SAP CRM and SAP NetWeaver Business Intelligence (SAP NetWeaver BI), and external market data into one comprehensive analytic. Step through a demo of some typical Xcelsius Enterprise dashboards and visualizations in SAP CRM scenarios.

Session presented by: Emily Mui, SAP BusinessObjects

Learn how satellite devices and applications like IP telephony and email systems can be integrated with your SAP CRM implementation to create complete customer histories that can be delivered to your end user in real time. Learn if and when you should consider adding external applications or devices that can integrate with SAP CRM and exactly how it would help your organization with existing projects. Uncover various pitfalls that come with enabling external devices to consume SAP CRM data, such as having to manage point-to-point connections, web services, and dedicated middleware, and learn how to overcome them. Understand how SAP infrastructure provides for data exchange between the device and your solution’s back end. Step through a demo of how telephony infrastructure from SAP is integrated into SAP CRM to help deliver a more consolidated view of a customer history to the end-user.

Session presented by: Sanjeet Mall, SAP AG

Understand how the interaction center in SAP CRM can help your organization support shared service centers to deliver internal services, such as services related to accounting, human resources or payroll, IT, and purchasing. Learn how SAP CRM can help ensure that your employees can successfully reach out to the shared service center if they want to change their address data, inquire about their last payroll, or get help desk support. Gather guidance on best practices for integrating your SAP CRM interaction center with your accounting interaction center or human resources help desk. Gain insights into integrating their functions into one true shared service center across your company. Follow a demo through multiple shared service center scenarios, including a full process flow from an employee’s initial inquiry to call resolution.

Session presented by: Tim Bolte, SAP AG

Walk through the complete life cycle of a lead-generation process and the specific ways in which you can use SAP CRM to drive better results and your sales force, channel partners, or direct-to-customer products for services. Receive best practices for generating high-quality leads from multiple sources, including the web, email, phone, and call centers. Learn how social networking is changing the way sales leads are generated, and understand how to incorporate leading practices into your lead generation process. Leave knowing how industry leaders qualify leads and use the territory management solution from SAP to drive the right lead to the right sales channel. Understand how to apply continuous learning into your lead-generation process to create better leads over time. Explore the best methods to incubate leads and bring them forward to fill your pipeline in a timely manner.

Session presented by: Bill Ziska, Deloitte

Deliver essential data and reports to your users even when they don’t have access to your SAP CRM 2007 environment and beyond. Gather tips on how to provide them with the proposals, invoices, or customer quotes they need without having to write complicated code. Get a handle on how to create and maintain templates in Microsoft® Word or Adobe that can easily and quickly provide your users with the information they need. Understand how SAP is using XML to create native documents in Word and Adobe from SAP objects on the server (with no client footprint). Step through an end-to-end demo that shows you how to define what a document should look like through delivery of that document and data to the end user. Also see how to generate a data feed into SAP CRM from an offline interactive form.

Session presented by: Sanjeet Mall, SAP AG

Prepare for an upgrade to SAP CRM, including moving from SAP CRM 2005 to CRM 2007. Get a detailed overview, from a CRM project manager or functional team member perspective, of all the phases involved in an upgrade project, from strategy and retrofitting to cut-over and rollout. Hear why your SAP CRM 2007 upgrade requires both a technical upgrade by your SAP ERP technical team and a migration to the new SAP CRM user interface. Learn what strategies you’ll need to put in place to set up rules and authorizations, and gain insight into how various SAP CRM components, such as the access control engine and CRM middleware, affect your upgrade. View a typical upgrade timeline and understand why an upgrade from early releases of SAP CRM may take more time than you thought. Get a handle on what types of change management strategies you need to apply once the upgrade has occurred, including tools testing and delta training. Leave with a high-level sample project plan and team structure you can put in place in your organization.

Session presented by: Patrick Schablitzki, BearingPoint

Gain an in-depth understanding of how lead management functionality within SAP CRM can help increase the effectiveness of your demand generation initiatives. Apply best practices for generating leads out of marketing campaigns, including outbound leads and inbound leads, and the different channels that can be used to invoke a lead. Walk through the process flow for different types of leads and how they can be triggered through a workflow to create a sales-generating task or opportunity. Learn how to qualify a lead automatically based on survey results, using questionnaires. Find out how to use the rule modeler tool to distribute leads based on various parameters like geography, and learn how you can best use the various channels available for lead creation. Leave with an understanding of how to use the external list management tool to integrate leads into your marketing process. Learn how to turn qualified leads into sales by bridging the gap between marketing and sales organizations and supporting that bridge with more intelligent and seamless lead-to-opportunity conversion functionality available with SAP CRM.

Session presented by: Anand Kumar, Fujitsu Consulting

Explore decision criteria, evaluation methods, and practical techniques to help you decide whether to upgrade or reimplement your SAP CRM application landscape based on a clean business blueprint. Hear how an automotive company made decisions regarding technology, business needs, and strategic considerations surrounding standardization and governance, and how you can use their experiences at your organization, regardless of industry. Gain insight into why upgrading to SAP CRM 2005 required minimal modifications and extensions, and how to experience the same success with the leap to SAP CRM 2007. Learn how an upgrade to SAP CRM 2007 will affect your current functionality. Leave understanding how tools like evaluation matrices and decision patterns can help ensure you choose the right path.

Session presented by: Dr. Christoph Wargitsch, ecenta management consulting AG

Explore the new service management functionality and enhancements available in SAP CRM 7.0. See how you can leverage tools in the enhanced user interface (UI) to efficiently manage your service resource schedules and meet contractual commitments. Step through the major enhancements in:
- Case management
- Channel service
- IT service and asset management
- Resource planning
- Analytics
- Warranty management
- External service provider processes
- Contract management  
Find out how to accurately monitor bundled sales, including combinations of products, software, services, and financial agreements. Get tips on forecasting to help ensure customer retention. Leave knowing what to expect from integrated service management, investigative case management, and IT service management functionality in SAP CRM 7.0.

Session presented by: Param Kahlon, SAP Labs  

Discover the new features and functionality available in SAP CRM 7.0, including new enhancements to the web client user interface. See how to improve sales performance with enhanced tools for pipeline performance management and territory management. Learn to streamline and enhance your professional call center operations, advanced contract management, and resource planning. Explore the concept of shared service centers. Learn about Information Technology Infrastructure Library (ITIL®)-compliant IT service management. Build stronger consumer relationships with enhanced functionality for segmentation and campaign execution, and new technologies to support loyalty programs including loyalty program management, rewards, memberships, and processing. Examine new opportunities for lead-to-cash leveraging SAP ERP orders embedded in SAP CRM sales processes and the SAP CRM user interface. Get a preview of industry-specific enhancements for the public sector, travel, and consumer products industries that support business processes like investigative case management, loyalty management, and trade promotion management.

Session presented by: Volker Hildebrand, SAP

Get a sneak peek at the new functionality now available in SAP CRM 7.0 and learn how the changes facilitate navigation within and the usability of the SAP CRM web client user interface (UI) framework. Walk through specific UI features that have been enhanced in SAP CRM 7.0, including improved table graphics and web links that can be added to your CRM homepage. Explore a new CRM feed in Atom or RSS format that alerts users about recent updates in your CRM application. Gather tips on how to use newly available time savers like updated drag-and-drop tools and a “smart value” help feature for data entry that allows for faster data creation and maintenance. Understand components like the new enterprise search functionality for cross-object searches; the design layer, which allows for additional, predelivered relabeling functionality; and an extensibility tool that offers seamless integration into these UI framework tools.

Session presented by: Florian Weigmann, SAP Labs Canada