With rapid digitalization, businesses are looking for ways to digitalize their processes with systems like Customer Relationship Management (CRM) software. They are implementing robust technologies in their systems to streamline their operations. That is where SAP plays a crucial role in reshaping the way companies operate, which is so vital because how you handle customers matters immensely in company growth plans. 

Although Salesforce has a large share in the market, SAP is a market leader in terms of revenue. It has a much bigger share in the revenue earned by the overall industry. Plus, with some robust features coming up, we can expect the market share of SAP to rise.

The best part about it is that it can be great for companies to enhance their customer relationship and sales processes.

So, what is SAP? Is it a CRM? And how can it benefit your business? We will cover all these things in this article. Let's start by understanding the definition of SAP.

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Definition of SAP

SAP is a German multinational software corporation that started its operation in 1972. The company's main products are enterprise software and other digital solutions to make business operations smooth and efficient.

In recent years, SAP is focusing on offering cloud-based services as they are partnering and acquiring companies. The company is looking forward to offering its clients SAP Service Cloud along with the SAP ERP system that it is providing.


Many people have this question in mind, and they believe that SAP is a CRM. That is not the case because SAP is a technology and software company that offers a wide range of digital and cloud solutions, including Customer Relationship Management.

The company has a CRM tool for businesses to record their data. Just like an ERP system, SAP offers you a CRM solution. The company's acquisition of Hybris in 2013 helped them rethink their CRM strategy to deliver their clients top-notch cloud-based solutions. Many BPO companies also use CRM software like that offered by SAP, to manage and analyze customer data brought in through a call center.

Does SAP Have a CRM Module?

SAP CRM applications are available for small and medium businesses as well as large enterprises. The SAP CRM enables companies to improve their operations in different departments, such as sales, marketing, and customer support. CRM can be beneficial for companies of all types and sizes. 

Initially, the CRM solution by SAP was named SAP Business ByDesign CRM. However, the company changed the name to SAP Cloud for Customer and then to SAP Sales Cloud.

Currently, the E-Commerce application SAP C/4HANA suite gives businesses all the cloud solutions in one place for marketing, sales, customer support, and other departments. Let's get an in-depth understanding of the different types of CRM systems for each department:

  • Marketing

SAP CRM Marketing gives you the things you need for marketing automation, which is another example of CRM effectiveness for business campaigns and improvements in marketing. Businesses can streamline their marketing process and run campaigns effectively. The CRM aids you in improving your marketing departmentā€™s performance through the following ways:

    • Can be helpful in marketing planning
    • Use it for the management of marketing campaigns and potential leads
    • Allows you to segment your audience to target them accordingly
    • Leverage market analytics in the CRM to get an insight into the progress of your campaigns
  • Service

The SAP Service CRM can help your business deal with all the aspects relating to order processing. You can get the following features that can help you deliver your products in an effective manner:

    • Gives you the option of quotation creation & processing
    • Enables you to assign service orders to field service representatives
    • Create services order using the SAP Service CRM
  • Billing

Another key thing for businesses is dealing with billing and revenue management. With SAP CRM's billing applications, you can easily resolve this problem. It offers you exceptional features, including:

    • Helps you respond to the initial query of the customer
    • Makes it easy for you to create a bill and send it to the customer
    • Gives you a better idea about revenue management
  • Sales

Sales are a crucial business aspect. The department needs the best of the platforms to find new customers and retain previous ones. The SAP CRM has the functionalities and features to help the sales department with pipeline management.

In addition, the company has separate CRM systems dedicated to sales, such as Enterprise Sales, Field Sales, etc. Below is the process for your sales team to make the most out of SAP CRM:

  • SAP CRM enable your company's sales department to perform more efficiently and effectively by giving them insights into the potential opportunities
  • It delivers knowledge that leads to action and keeps the emphasis on constructive activities
  • As a result, SAP CRM assists your company's sales team in finding new clients along with developing and maintaining positive relationships with them


Benefits of Implementing SAP CRM

While no CRM is without disadvantages, the SAP CRM can offer you a wide range of benefits, such as pipeline management to help you improve your business process and other business aspects. Let's discuss some advantages of implementing the SAP CRM in your business:

1.      Improves Your Customer Support Services

Customer satisfaction is the utmost priority of all businesses, and CRM software is a system to help promote great customer relationships with operational ease. However, only a few businesses can stand up to their commitment to their customers. It is because they lose track of the customer's complaints and make the customer interactions more complex. As a result, it leads to customer dissatisfaction.

With SAP CRM, you can keep an update about all the customer queries and problems. You can instantly know about the customer's ongoing problems by accessing their history. The SAP CRM will enable your team to respond to customer queries quickly and efficiently.

In a nutshell, it can help remove communication barriers between your customer support team and the clients.

2.      Keeps Your Data in One Place Securely

Data is one of the most valuable processions of a company in this era. Companies are looking for ways to protect their confidential information from cyber-attacks and other online security threats. In addition, companies have huge data files that need a medium for storage to access them any time they need.

That is where the SAP CRM can be beneficial. You can kill two birds with one stone by implementing the SAP CRM. SAP Commerce Cloud is great for storing all your business data in one place. The best part is that its security features make it impossible for hackers to break through the system.

3.      Optimizes Your Marketing Campaigns

Another area where businesses spend a lot of their resources is marketing and companies use CRM systems for marketing automation as well as customer data organization and analysis. Marketing can be ideal in improving your brand image and increasing the overall awareness/recognition of the brand. However, it is vital to effectively place your marketing campaigns to maximize the return on your investment.

Businesses can use SAP CRM's enterprise-grade email marketing features to use their marketing budget effectively. It can help attract new customers as SAP CRM is optimal for email marketing.

Their high-volume delivery and intelligent targeting provide a broad range of options and comprehensive customization.

Plus, the best part is that SAP CRM combines inbound and outbound marketing initiatives into a single platform. Therefore, it makes it much more convenient for business to run their marketing campaigns.

4.      Organizes Your Entire Company Operations

One of the advantages that a business can get using the SAP CRM is a streamlined business process. You will have access to all your data within minutes. In addition, each department and every individual will have access to the company data. It will help in making coordination smooth among them.

In addition, you can provide better guidance to your customers. The employees will have a better idea about the customer's issue. Therefore, they can assist them accordingly. Furthermore, implementing the SAP CRM will give each department a better idea about the process they have to follow.

It will avoid any confusion between the sales, marketing, billing, and other departments. Thus, there will be no delays in shipments or mismanagement when handling the customer, thanks to the SAP CRM.

5.      Makes Cost Analysis and Reduction Easy for You

The analysis tools that come with the SAP CRM help you identify crucial areas to save money for your business. You can have a much better understanding of your company finances at a micro-scale level. Therefore, it can help you reduce costs in inventory management and other business elements.

Is SAP a Good CRM?

SAP CRM is the market leader in providing businesses with solutions to improve their overall operations. It has the upper hand over its competitor Salesforce. While the Sales Force Automation streamlines your business process, the SAP CRM has a competitive edge due to its exceptional features.

As per Statista, the market value of the global enterprise application in 2020 is around $241 billion. The dominant player is SAP, which has a lead over Salesforce and Oracle. There is a projection that the global enterprise application market will reach a value of $334 billion by 2025.

So, if SAP continues to offer its clientele new features and robust functions, it will maintain its dominance in the years to come. Whether it's a small business or a large enterprise, SAP CRM can help you optimize your business operations.

SAP CRM is the center of digital transformation. It is helping businesses globally with pipeline management and improvement in their overall efficiency. So, if you are a small business owner eyeing rapid growth, you need to take advantage of SAP CRM.

It will help you deliver top-notch services to your clientele. And by doing so, you will take your business to the next level, reaching the pinnacle of success.

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