Enhance Your Marketing Campaigns with Effective Financial Controls

  • by Marek Andrzejczak, Senior SAP Consultant
  • November 10, 2009
Find out how to efficiently measure and control the financial aspects of marketing activities performed by your company. Understand the data flow between SAP CRM, SAP ERP, and SAP NetWeaver Business Warehouse (SAP NetWeaver BW) systems and the required configuration steps that can help systems work together.
Key Concept
Financial control has two main goals: controlling the amount of money spent on marketing activities (making sure that marketing budgets are not permanently exceeded), and the continuous improvement of marketing plans based on analyses of the costs and revenue effects of various executed activities.

Every company, no matter its size, spends some of its resources on marketing activities. These activities can be as general and as hard to measure as brand marketing in leading TV stations, or as detailed as sales actions performed by representatives and targeted to small groups of customers. They can be minor additions to your main sales processes or important strategic elements that generate most of your company’s earnings. No matter what case is true for your company, if you want to manage marketing activities properly, you must consider the financial control of these activities.

I will explain how financial control works for campaigns created in SAP CRM. I will also present a sample business scenario that can be easily implemented in most companies. It is only one of many ways to control the financial aspects of campaigns. I find this scenario useful for several reasons:

  • It can be implemented in a relatively short time without considerable implementation efforts
  • It can be used effectively by sales and marketing employees with no SAP ERP knowledge (or even those without access to SAP ERP). All information from SAP ERP is visible in SAP CRM or SAP NetWeaver Business Warehouse (SAP NetWeaver BW).
  • It is very flexible and allows the company to change its strategy of campaign planning and cost control by modifying only the project structure plan (PSP)

Marek Andrzejczak

Marek Andrzejczak is a senior SAP consultant specializing in SAP CRM and SAP SD. As a leading consultant he has taken part in several SAP CRM and SAP ERP implementations, including global template solutions. In this role, Marek helps to define and implement SAP CRM/SAP SD strategies for customers from the retail, FMCG, media, construction and food industries. Marek is an SAP-certified consultant in the areas of SAP CRM, SAP SD and ABAP.

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