10 Lessons for Building the Web as a Sales Channel Leveraging Existing Processes

  • by Kunal Verma, PMP, Global Business Applications Manager
  • October 18, 2011
See how a major healthcare industry supplier implemented Web Channel for SAP CRM, integrating it with its preexisting order-to-cash system and product catalogs.

Organizations are increasingly emphasizing the Web as a driver of sales and growth. Many organizations want to use their existing infrastructure and processes to build their Web presence to grow sales and extend their corporate brand. The healthcare industry is no exception. I recently worked on an e-commerce implementation for a major medical device supplier, which implemented SAP Web Channel for CRM as its online sales solution. Based on my experience with this implementation, here are 10 key considerations for e-commerce implementations, with examples from this particular project.

SAP Web Channel is a module of SAP CRM that allows for online marketing, sales, service, and Web traffic analysis. It is available in versions for SAP CRM and SAP ERP.

The Organization and its Challenges

The organization in this article is a leading manufacturer of frontline medical diagnostic equipment and healthcare products such as stethoscopes, ophthalmoscopes, and thermometers. Its customers include physicians, hospitals, emergency medical services, students, and government agencies. The organization has a global presence with a few thousand employees working in several countries.

Kunal Verma

Kunal Verma, PMP, is global business applications manager with a medical device and solutions company. He is responsible for CRM, customer service, and e-commerce applications. He has more than 11 years of consulting and leadership experience in the CRM and ERP spaces, with companies including IBM, SAP, and Infosys. Kunal has been involved in several consulting, roadmap definition, business process transformation, pre-sales, project management, and implementation projects, mainly on SAP products. He has worked extensively on SAP implementations for the healthcare, hi-tech, CPG, and automotive industries.

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