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Advantages of CRM over SAP 4.6C

Management is asking me for estimates of how much it would cost to implement CRM. Yes, my first question will be what functionality do you want to implement via CRM? But I cannot even tell them what CRM offers. In the above-mentioned SD sub areas, what advantages does CRM offer over SAP 4.6C? Does CRM do a lot better sales support than R/3 4.6C? What other SD functions does CRM offer that are worth serious consideration either as moving from R/3 4.6C to CRM or as an additional/new functionality to complement the already implemented ones?

Before SAP we ran on a legacy system. Now we have moved to SAP 4.6C. We have FI, CO, cash management, MM, discreet...

production, project systems, profit center accounting, and SD including quotes, sales orders, deliveries, shipments, billing. We still have some other applications on other legacy systems. One of the most important ones is the "contact database" which is a database of interactions with customers (meetings, exchanges of mail, phone calls, and the like). We would like to have this functionality in SAP. As far as I know, SAP 4.6C Sales Support would match our needs.

But management purchased mySAP CRM almost two years ago. Why? I can only guess it was for pricing reasons. Anyway, we still have not had a serious look at it. It is not even installed on any server.

Management is asking me for estimates of how much it would cost to implement CRM. Yes, my first question will be what functionality do you want to implement via CRM? But I cannot even tell them what CRM offers. In the above-mentioned SD sub areas, what advantages does CRM offer over SAP 4.6C? Does CRM do a lot better sales support than R/3 4.6C? What other SD functions does CRM offer that are worth serious consideration either as moving from R/3 4.6C to CRM or as an additional/new functionality to complement the already implemented ones?

I am sure your answer will open new horizons for us.

The first and most important benefit of installing SAP CRM system for your business could be migrating your contact database include sales calls, meetings etc to SAP CRM. I would think the standard out of box Account management (Contacts and customers) and Activity Management (Sales calls, sales meetings, emails etc) would meet your business requirements. I don't know if your legacy contact database systems are integrated with SAP R/3 or not.

The next best advantage that comes with SAP CRM installation is seamless integration to backend SAP R/3 system. You could download the customer master data from R/3 system to SAP CRM and link the migrated legacy contacts to customers via relationship functionality in SAP CRM. You can maintain the prospects in SAP CRM system and continue creating the sales calls, sales meetings activities in SAP CRM. You can convert the prospects into customers in SAP CRM and upload them to R/3 system. Then you can avoid creation of master data in two systems. You will create the customer master record in one system and upload or download to the other system based on in which system the customer is created. SAP CRM definitely provides lot of sales support than SAP R/3 by nature of the product itself. For instance you could do lead management and opportunity management in SAP CRM and could as well do a pipeline analysis if BW system is connected to SAP CRM.


This was last published in March 2004

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