#sapmarketingcloud

When evaluating marketing automation platforms, the decision goes beyond feature comparisons. SAP Marketing Cloud and Emarsys each offer distinct strengths in customer engagement, personalization, integration capabilities, and campaign management.

Building strong customer engagement is critical to thriving in today's competitive landscape. SAP Marketing Cloud, a powerful tool, empowers marketers with a 360-degree view of each customer, unifying data across channels to uncover valuable insights like customer interests, behaviors, and sentiments throughout their journey. This comprehensive view allows you to create personalized, omnichannel experiences that resonate with each customer, driving meaningful engagement and increasing customer satisfaction and loyalty. 

SAP Marketing Cloud strategically bridges the gap between marketing and sales by nurturing leads, understanding real-time intent, and seamlessly handing overqualified opportunities to the sales team. Discover how SAP Marketing Cloud can elevate your customer engagement strategy and turn insights into action. 

By leveraging SAP Marketing Cloud, you can move beyond traditional, one-size-fits-all campaigns and adopt a genuinely data-driven approach that adapts to each customer's unique journey with precision. This solution consolidates customer data from multiple touchpoints and dynamically updates customer profiles in real time, allowing marketers to tailor interactions based on current interests and behaviors. 

With features like personalized campaign creation and demand nurturing, SAP Marketing Cloud ensures that every message is relevant and timely, enhancing customer satisfaction and loyalty. This results in more robust, targeted engagement that captures attention and fosters lasting relationships, aligning perfectly with your business growth goals. 

Know SAP Marketing Cloud Solution Features 

1. Dynamic Customer Profiling 

Gain a unified, real-time view of each customer with dynamic profiling, continually updating based on behavior and engagement across channels. This feature enables your team to capture evolving customer preferences, providing the insights needed to create highly relevant interactions. 

2. Personalized Contextual Campaigns 

Create targeted, omnichannel campaigns that adapt to individual customer contexts. SAP Marketing Cloud lets you personalize every touchpoint with resonating messages, making your marketing efforts feel like a tailored experience for each customer. 

3. Lead Account-Based Marketing 

Focus your marketing on high-value leads through account-based strategies prioritizing quality over quantity. With SAP, your marketing efforts become more strategic, delivering tailored content that aligns with target accounts' needs and interests. 

4. Segmentation-Based Marketing 

Segment your audience into meaningful groups based on demographics, behavior, or purchasing patterns. This capability allows for more precise targeting, helping you deliver content that resonates with different customer groups and increases engagement and conversions. 

5. Marketing Automation 

Automate repetitive marketing tasks like email campaigns, customer follow-ups, and data management, freeing up valuable time. With SAP's powerful automation tools, you can keep campaigns running smoothly and at scale while focusing on strategic initiatives. 

6. Marketing Analytics 

With advanced marketing analytics, unlock more profound insights into your campaign performance. SAP Marketing provides detailed reporting, helping you assess the effectiveness of your campaigns, identify trends, and make data-driven improvements. 

7. Data-Driven Decisions 

Leverage rich data insights to make informed marketing decisions that drive results. With SAP Marketing Cloud, you can turn data into actionable strategies, enhancing the precision of your campaigns and allowing you to stay responsive to customer needs. The 'Data-Driven Decisions' feature provides tools and analytics that help you interpret customer data and use it to make strategic marketing decisions, ensuring that your campaigns are always relevant and effective. 

8. Customer Experience 

Boost the customer experience with a consistent, tailored journey across all channels. SAP Marketing Cloud helps you understand customer expectations and preferences, allowing you to create meaningful interactions that strengthen satisfaction and foster loyalty. The 'Customer Experience' feature provides tools and insights that help you map out and personalize the customer journey, ensuring that every interaction with your brand is positive and engaging. 

9. Brand Presence 

Enhance your brand presence by delivering consistent, quality messaging that builds brand trust. SAP Marketing Cloud ensures that your brand voice is unified across touchpoints, making it easier for customers to connect with and trust your brand. 

10. Lead Engagement 

Engage leads effectively at every stage with relevant, timely content that keeps them interested and nurtured. With SAP Marketing Cloud, you can qualify and engage leads more effectively, ensuring they are well-prepared for a seamless handover to sales. 

Why Web Synergies? 

Web Synergies is a trusted partner for businesses looking to elevate their digital strategies and drive sustainable growth. With deep expertise in SAP solutions, including SAP Marketing Cloud, and a commitment to customer success, Web Synergies delivers tailored implementations that meet the unique needs of every client. Our team of experts understands technology and the specific industry challenges and opportunities, allowing us to craft solutions that bring measurable value. 

SAP Commissions is a simple yet very effective way to improve and align sales performance management according to your business goals. Already chosen by many successful businesses, this is a new age end-to-end solution to deal with business requirements and helps in streamlining incentive compensation management, distribution process, approvals, and workflow, it also helps in reducing overhead and maximising plan effectiveness.

Grow revenue, meet business goals and keep your sales team motivated with SAP Commissions. This innovative solution allows you to create, optimize and deliver incentive compensation plans and align sale behaviors to maximise profits while gaining the transparency to increase commissions ROI and remove errors. No matter you are dealing with direct sales force or indirect sales force, this solution can easily manage a complete incentive compensation process for you right from sales order to payment.

SAP Commissions is designed in a way that it fits perfectly into your business process and brings in the agility to meet the rapidly changing market scenario. While using this for your business you can eliminate the commission errors, align sales to your business goals, and monitor your expenses wisely that are specifically assigned for compensation budget.

If you are also looking for a simple way to deliver transparent incentives in an agile manner and get your sales team fully aligned with your business goals, SAP Commissions is for you! Powerful and fully customisable dashboards and prepackaged reports with SAP Commissions make sales performance management process even faster, accurate, and transparent.

SAP Sales Performance Management with SAP commissions

Below are the key features that will help you understand how Sales performance management can be best done along with SAP Commissions:

1. Execute your Sales Plan in a better way

This is the best way to align all your compensation plans in one place which is also a great advantage for sales representatives and sales managers. SAP Commissions comes with complete transparency and allows the sales reps to have visibility about the payouts and performances, in a way that they can have a proper understanding about commission plans and raise compensation disputes, see detailed compensation statements and performance metrics and forecast income at their convenience, anytime, anywhere and on any device.

2. Easy integration with the back-end systems

Best part about using SAP commissions for sales performance management is that it can easily be integrated with major and most frequently used latest platforms like CRM, ERP, HR systems etc. where the integration can be done both at data level and at the processing level. So, you can easily enjoy the real-time data insights and have the flexibility to execute business processes across different systems without worrying about worrying about logging manually, every time.

3. Ease of one-click Traceability

This solution comes with complete audit trail visibility & traceability for Sarbanes-Oxley Act (SOX) compliance. Get complete details of audit logs on each of the available screens as information is tracked from time to time and it has all the records about which changes are done, who did the changes and when these changes are done. Sales reps can easily trace any payout amount back to the originating sales transaction just with the ease of one-click traceability.

4. Precise and Built-in Crediting

SAP Commissions allows you to easily and precisely process any complex split; so that any number of direct or indirect payees, that could be across internal and external hierarchies can be credited with being delayed.

This is a robust built-in crediting engine, that you can credit over complex roles, relationships, and numerous functions with the help of simple drag-and-drop actions.

5. Quick Settlements of Compensation Disputes

Every business understands the pain of resolving compensation disputes as the process is not only time consuming, but also can also have a lot of errors to be resolved. SAP Commissions can be very helpful in resolving the compensation disputes quickly and precisely. This not only reduces the number of errors and disputes a business might have to deal with but also simply and smartly deals with disputes as and when they occur.

Who should opt for SAP Commissions?

In the era of ubiquitous computing where even your home appliances can contact the service centers and open a maintenance request on your behalf, data of all sorts is getting generated in gargantuan proportions. This might sound like a boon to businesses and marketers as it provides a lot of data and information to be fed into analytics engines and generate valuable insights into most sought after KPIs like customer behavior and loyalty management. However, this boon also comes with significant responsibilities for maintaining the sanctity and privacy of this data which might be personally identifiable information of your customers as well as employees. In the wrong hands it can prove to be very damaging for the customers and in turn to the reputation of the companies who store such data. Regulators and governments have also identified the importance and the risks of such data leaks. Be it instances of customers of financial institutions losing huge amounts or alleged attempts of social engineering, are everyday news.

In such a scenario, the regulations that were created in the past like the Data Protection Directive of 1995 from the European union was created before companies like Google and Facebook came into existence. Law makers and governments soon recognized the fact and brought in new laws like the General Data Protection Regulation (GDPR) as recently as May 2018. If we specifically look at the GDPR, there are some significant enhancements over its predecessor, which includes but is not limited to:Transparency of data collection and utilization.

Transparency of data collection and utilization.

Easy access for an individual to their data and the right to be forgotten.

Audit trail to identify how and when a consent was given by an individual.

Mandatory breach notification.

Independent role of a Data Protection Officer for companies above a certain threshold size and that process personal data.

Consent of parents for processing a minor’s data

There are hefty fines to the tunes of millions or a significant fraction of a business’s turnover in case it fails to adhere to these provisions. These provisions help to enhance the data protection levels but also increases the challenges for businesses and their marketing teams. In such a scenario the responsibility of the data management and marketing tools increases manifolds.

How SAP C/4 HANA Marketing Cloud address these challenges and help marketers?

As the name suggests, SAP C/4 HANA Marketing cloud is referred to as the fourth generation CX product from SAP and incorporates multiple tools and techniques to address the regulatory challenges. Let’s take a look at some of the important features that make SAP Marketing Cloud one the most attractive solution in regards to resolving above mentioned challenges:

1. Marketing Permissions Settings: The permissions settings control whether explicit permission of the contact/individual is required or an implicit permission can be assumed unless the contact opts out of the marketing communications. These permissions can also determine how much and what data can be stored from inbound channels of marketing communication including social media channels. These permission settings are based on the communication direction, country and the communication media used. However, there is a caveat here, these permission settings will be overridden by the explicit opt in/out by the contact/customer. Any unspecific setting is overridden by a specific one. Importantly these explicit permissions can also be imported via CSV uploads or OData services.

Below are the 2 types based on the communication direction:

A. Inbound Marketing Permission settings – These settings allow the business to decide how they listen to the customer data on various communication mediums and the country to which the individual belongs. Below screenshot shows the setting details.

Depending on the country, the communication media used for the inbound communication the permission can be set.

No value in the permission fields means ‘No Restrictions’ on storing data.

‘1’ means contact interaction details can be stored but not the personally identifiable data. This disables any engagement possibilities with the contact but the interaction data can be used for analytics purpose.

‘2’ indicates the data cannot be stored in any form at all and has to be discarded.

Below flowchart illustration will further clarify the concept:

B. Outbound Marketing Permissions – These settings allow businesses to validate if an explicit opt-in is required to send marketing communication based on country and communication media. Below screenshot shows the setting details. If ‘type of consent’ is selected as ‘E’ it means explicit opt in is required and ‘I’ implies that implicit permission can be assumed to send communication.

2. Subscriptions: Subscriptions allow marketers to store data related to the interests of a contact. A contact/customer can subscribe to newsletters, etc. and receive communication from the company. 3. Contact Profile – Permission Marketing Tab: One of the very important point in most of the data regulations is transparency of data collection and audit trail of how and when consent was given. This has been achieved by providing visibility to marketers on the Permission Marketing tab where they can view all the marketing permissions given by the contact/customer as well as all the subscriptions data.

Marketers can see if the opt-in was given explicitly or implicitly assumed by switching to the table view in this screen. As seen in the screenshot, the human figure on the opt-in illustrates that its explicit.

4. Double Opt-ins: Double opt-in can be enabled to send confirmation emails to a contact/customer when they sign up or sign out of a newsletter/subscription. It can be of two types viz. email opt-in or opt-out and newsletter opt-in or opt-out. Email formats with confirmation links can be created in the in-built content studio. Double opt-ins make the process of gathering and storing data more transparent. 5. Global Suppression Rules: By defining these rules, marketers can exclude contacts from communications based on contact’s previous interactions or campaign data. Contacts get excluded from campaign execution if they meet the criteria defined in the suppression rules. 6. Communication Category Limit: This feature defined in the communication category setup helps the marketers set limit on the number of times a contact is communicated in a given period of type using that communication media.

Summary

Now that we have seen all the components of the marketing permission and opt-ins individually it’s time to summarize and see how these fit in and work together. We will also see where do these features fit into the marketing cycle. Below process flow gives a better idea.