Leverage SAP BW in Multi Channel Marketing
Sales down? Competitors barking at your heels? No light at the end of the marketing tunnel? Sales screaming for not just leads, but highly qualified leads? Account Executives having trouble planning their sales and working their plan?
Courtesy Creative Commons
I’ve been there and done that. Fortunately, I’ve also beat quota by over %500 percent, more than once. How do you do it? You must analyze your marketing and then market to it in a variety of channels. Sounds simple enough.. So far.
What will you need:
- You will need access to tools, such as Hoovers, to find potential sales targets, or D&B (Informa in Spain).
- You will need a contact database (used by both SAP CRM and BW) and preferably, established relationships, think social media, such as LinkedIN here, or even better, prior relationships.
- You will need relative, Industry Specific Content (this is the Multi-Channel Marketing aspect)
- Of course, you will need a Unique Selling Proposition (USP)
- You will need a business case that you can also feed back into your closed loop analytical reporting system.
- You will need a highly defined and measureable Marketing-Sales-Delivery process
- Of course, you will need top flight sales people, who know how to the use the tools, and that you constantly train.
- In B2B sales, you will need a sales planning system that allows you to plan out each sales cycle, all under pinned by analytics at every stage of the process.
If you have all the above, you will need a content generation and delivery system that works across marketing channels, both on and off-line. SAP CRM provides much of this functionality, though the creative part, still requires a series of other tools and skillsets. If you have SAP BW analytics properly integrated into your sales process, whether you are an online song seller or a field sales organization selling ERP software, you will be able to beat back the snapping jaw of those competitors. If not, your lead flow will dry up, your deal flow will collapse and your life will suck. Did I say that, oops.
Comments are Always Welcome!
Lonnie D. Ayers, PMP
President, SAP BW Consulting, Inc.