How To Segment Your Customers using SAP BW and CRM

Table of Contents

Strategies and Tools to Segment Your Customers

Every marketer is constantly consuming information about their prospects and customers. 
Unfortunately, prospects and customers like to play Hide-n-Go seek with their personal information. 
That is what makes effective marketing so challenging. 
How does the SAP CRM System leverage the capabilities of SAP BW customer segmentation analysis to slice and dice prospect data for effective segmentation of their business partners (which is what SAP calls most everybody that has anything to do with your business:)?


  • SAP BW is where customer mailing list are stored.

  • SAP CRM consumes sub-sets of information from these lists.

  • Transaction Code rstg_bupa is the transaction you can actually use in SAP BW to bring up the selection screen to start your lead segmentation as part your customer segmentation project.

  • Using this T-Code, you then select the Attributes you want to include as part of your customer segmentation analysis.

rstg_bupa Lead Segment Builder


If you want to truly leverage the power of SAP and amp up your marketing, then you will want to execute the closed loop marketing scenario of SAP CRM-BW-SEM (Strategic Enterprise Management) + Project Management, and couple it with an external marketing and promotions service provider, such as hubspot, which is a true multi-channel, write-once, use everywhere, marketing platform. 

Why would I recommend the inclusion of an external service provider in the closed-loop scenario?


SAP BW can and will help you to acquire and maintain B2B customer segmentation schemes.  

If you are familiar with inbound marketing concepts, and the need to produce useful content to attract leads, while leveraging the advanced capabilities of SAP to both plan against a budget and provide highly granular plan vs actual analytics, you will understand that SAP needs to be supported by a creative content management platform to truly be able to leverage the PDCA (Plan, Do, Check, Act) cycle.


Want to know more?  Want us to do Inbound Marketing for you using SAP CRM and Hubspot in a powerful, analytics driven customer segmentation research process.  Just click the button.


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People Who Read This Also Read:

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7 Warning Signs Your CRM Customer Service Processes Are Broken

11 Ways to Use Hubspot CRM as a Salesforce Multiplier

Get The Beginners Guide to CRM

10 Hubspot CRM Inbound Sales Best Practices

Hubspot Inbound Sales CRM Implementation Services

Understand SAP CRM Based Marketing and SAP BW


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Lonnie Ayers

About the Author: Lonnie Ayers is a Hubspot Certified Inbound Marketing consultant, with additional certifications in Hubspot Content Optimization, Hubspot Contextual Marketing, and is a Hubspot Certified Partner. Specialized in demand generation and sales execution, especially in the SAP, Oracle and Microsoft Partner space, he has unique insight into the tough challenges Service Providers face with generating leads and closing sales using the latest digital tools. With 15 years of SAP Program Management experience, and dozens of complex sales engagements under his belt, he helps partners develop and communicate their unique sales proposition. Frequently sought as a public speaker in various events, he is available for both inhouse engagements and remote coaching.
Balanced Scorecard Consultant

He also recently released a book "How to Dominate Any Market - Turbocharging Your Digital Marketing and Sales Results", which is available on Amazon.

View All Articles by Lonnie Ayers

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