Detailed View of

Lead Management
SAP CRM 5.2 Marketing

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Content

Lead Management
Overview and General Functions
Lead Creation and Generation
Lead Distribution Methods
Lead Follow-Up
Lead Analysis
Further Information

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Lead Management as Part of SAP CRM Marketing

Customer

Direct
mail

Call
center

Web and
e-mail

Field
sales

Branches
or stores

Partners

POS and
ATMs

Wireless

Marketing capabilities in SAP CRM

Mkt. resource
management

Segmentation
and list mgmt.

Campaign
management

Lead
management

Trade promotion
management

Strategy and
planning

External list
import

Multichannel
execution

Lead generation

Business Planning
& Perf Mgmt.

Budget and costs

Segments and
list mgmt.

E-marketing

Lead
qualification

Trade Promotions

Couponing

Marketing
attributes

Dialog marketing

Lead distribution

Retail Execution

Marketing analytics
Predictive
analytics

Measurement
and reporting

Customer
analytics

Forecasting
and planning

Optimization
and refinement

Product
analytics

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Note: This is another slide that gives a high level overview of the overall marketing capabilities. You
can use the
Speaker Notes:
This is building blocks that provides an overview of our Marketing capabilities:
The customer is the focus at the top, and all the customer interaction channels are integrated with the
marketing capabilities. Both inbound and outbound channels (direct mail, call/service center,
email/web, field sales, partner organization, branch stores, POS/ATMs, wireless, fax, sms, etc.).
Under the Marketing solution:
MRM: first we have Marketing Resource Management capabilities which includes Strategy &
Planning at a higher level, budget and cost management, brand management capabilities which
includes Digital Asset Management, Product Development Management, and other collaborative
marketing capabilities.
Segment and List Management: provides capabilities to import in external data like rented or
purchased lists, create new customer attributes, and an easy to use graphical, interactive segmentation
and list management tool.

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Campaign Management: SAP provides marketers the ability to execute marketing campaigns through
multiple channels, both inbound and outbound channels: phone, mail, email, web, fax, SMS, etc We
also have the ability to plan and execute dialog marketing campaigns. Dialog campaigns are preplanned two way customer interactions that unfolds over time, every interaction is personalized with
relevant information because it leverages information from previous interactions.
Lead Management: SAP provides a complete lead management solution that allow users to manage
lead through its full lifecycle process. Users can generate lead, qualify them, and automatically
distribute them allowing sales agents to effectively follow up on all leads.
Trade Promotion Management: SAP provides a closed loop process around trade promotion
management. Centralized fund planning and forecasting capabilities along with tracking and
settlement capabilities as well as end result measurement.
Marketing Analytics: SAP provides a robust set of analytics from basic reporting to advanced
analytics around customer and products as well as predictive models/scores and optimization
capabilities.

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Sales Cycle and Closed-Loop SAP CRM

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Lead Processing in SAP CRM

Lead Creation and

Generation
Lead
Creation

Lead Distribution

Rule-Based
Distribution

Lead
Generation
Campaign
Response

Lead Follow-Up

Contact
Sales Prospect

Qualify
Lead

Lead to
Opportunity

Direct Partner
Assignment
Enhance
Lead Information

Lead to . . .

Lead Qualification and Follow Up

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Lead Processing Features

Streamlined process from marketing to sales
Lead creation across all interaction channels
Campaign-related lead generation
Automatic qualification with (multiple) context-sensitive survey
support
Rule-based distribution to the best matching partners
Integration in channel management and
collaborative lead processing with channel partners

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Lead Processing Roles

Various roles use lead processing . . .
Sales Professional
Marketing Professional
IC Agent
Channel Manager
Partner Manager

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Lead Processing Benefits

For Your Customers
Improve response rates to customer requests
Better understanding of customer needs

For Your Company

High-quality leads increase revenue generation
Accelerate the process from first interest to closed deal
Improve close rate by sales organization
Reduce sales time and cost
Capture, qualify, and distribute leads
Track the progress of each lead with the systems closedloop monitoring

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Lead Information (1)

General
information

Customer and prospect; contact person

Sales employee responsible and additional sales
employees
Internal and external partners

Sales cycle

Sales cycle

Start and estimated end date

Status of the lead and reason for the status

Qualification

Manually defined lead qualification

Automatic qualification based upon results of
individual evaluations
Classification

Lead group
Origin and priority of the lead

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The following sales information can be recorded in an opportunity:

General / partner information (see unit for Partner Processing)
Information about the sales cycle
Forecast data
In each phase of the sales cycle, you can decide whether or not the data for the expected sales volume
of a product or service should be entered for the sales volume forecast. You should only set the
indicator for forecast relevance if you are sure that the opportunity is likely to be completed
successfully.
Information about classification of opportunities
The following data is used for classifiying opportunities, and provides the basis for global analyses and
evaluations:
Opportunity group
You can carry out an evaluation of all opportunities, for example belonging to the group "New
Customers", or an evaluation of all opportunities belonging to the group "Longstanding Customers.
Origin of the opportunity (for example, trade fair)
Priority of the opportunity for your sales

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Lead Information (2)

Attachments

Create, change or display attachments (documents

and graphics, for example)
Sales
organizational
data

Sales organization
Distribution channel
Sales office and group
Responsible organizational unit

Products

Product information (product category and name,

quantity, and unit of measure, for example)

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You can store further information on the other tab pages:

Texts
In the opportunity, you can create, change or display different text types for your own use, or for your
correspondence with business partners.
Organizational Data
Opportunity Management is integrated into CRM Organizational Management. The tab page
Organization is only displayed if an organizational data profile has been assigned for organizational
management for the transaction type. The organizational data (sales organization, distribution channel,
sales office, sales group and responsible organizational unit) is then determined automatically. You can
change the organizational data in the document or enter new data if a field is empty. If the data is
entered manually, the system checks whether this combination of organizational data (e.g. sales
organization and distribution channel) is maintained in the organizational model.
Products
If you do not know the exact product name or product category, you can enter a rough product name
first. You will then receive an error message related to this in the message log. In this case, you can
only save the opportunity as incomplete.

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Leads in CRM Web UI

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Lead Qualification Overview

Different Channels

Status

Process

Business
Partner

Lead Creation
and Targeting
Cold

Lead

Qualified Lead
Opportunity

Warm
Hot

D
C
B
A

Customer
Analyze,
learn, and
grow
customer

Lead Qualification

Qualified Lead
Sales Pipeline
Selling
Contracting

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Lead Qualification
Iterative and interactive process by which leads are repeatedly
processed with the aim of establishing and improving the level of
interest of a business partner
Qualification level can be set by
Certain Indices
Lead qualifier collects all
kinds of information
Last orders, activities, service orders,
products purchased, and so on
Interaction with
business partner
Decision based upon experience

Use of a Survey tool

Predefined questionnaire
Single or multiple choice answers
Free text
Based upon the answers, a score is
calculated
Qualification level is set
automatically based upon the score
Interaction with business partner

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Lead Qualification with a Survey

Automatic lead qualification based upon survey answers
Survey
Q: How many units do you want to buy?
A: < 10 units

Qualification
Level

Q: When do you plan to buy

these products?
A: > 6 months

COLD

Survey
Q: How many units do you want to buy?
A: > 100 units

Qualification
Level

Q: When do you plan to buy

these products?
A: < 3 months

HOT

Define qualification
Helps the user find the correct qualification level

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Integration of the Survey Tool

Add multiple surveys to the lead
Structure the surveys by topics:
service, product quality, customer shopping behavior, and so on
Define determination rules to preselect the appropriate surveys

Transaction type
Date period
System status

Survey
Survey
Survey

Lead

Classification (priority,
origin, and group)
Organization data

Multiple assignment

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Survey Tool
Easy to use and user-friendly
Flexible tool for creating and maintaining surveys in a single
interface
Automatically qualifies the lead based upon the survey answers
No programming necessary for standard configuration
Can be adapted to suit customers requirements

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Leads in Channel Management

Efficient collaboration with channel partners
Distribute the leads to the most appropriate external
sales partners (channel partner)
Monitor partner activities and lead status
Increase efficiency of partner lead processing
Improve response times and lead usage

More information
Overview presentation on
channel management
Detailed presentation on
channel marketing

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Content

Lead Management
Overview and General Functions
Lead Creation and Generation
Lead Distribution Methods
Lead Follow-Up
Lead Analysis
Further Information

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Lead Creation and Generation: Different Channels

Lead Creation
CRM Online
IC Web Client
E-Selling and
Web Store
Channel Portal
Survey

Lead Generation
Campaign
Execution

Campaign
Response

Campaign
Automation
Segments

Response
Import
Response
E-Mail and Survey

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Lead Creation and Qualification with Interaction Center

Web Client
Process-optimized lead application
Fully integrated lead application in the IC Web client framework
Optimized for lead processing by IC agents

Create leads directly from interactive scripting

With survey: integrate the lead surveys directly into the script
Leads created in the background
Streamlined and easy-to-use user interface
Integrate one or more surveys
Create different leads, depending upon the script context
No specific manual agent actions are required to create the lead

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Leads with Response Import (I)

Create leads based upon external data
Import of campaign responses from external data sources (marketing
agencies)
Create leads (or activities) as response documents including survey
content
Fully integrated with external list management
Creates and updates business partners and marketing attributes
Support of external campaign identifiers (campaign ID, coupon code,
and personalized response code)
Use the response documents to trigger follow-up steps in campaign
automation

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Response Import: Integration of External Agencies and

Service Providers
SAP CRM

Target
group

BP data

Create
Update

Leads
Survey

Create

Activities
Survey
Use in
campaign automation

Create

External list management

Export channel

Campaign

Business
Business
partners
partners

External
marketing
agency

Responses
Responses

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Lead Creation with Campaign E-mail Response

E-mail campaigns: create leads based upon surveys
Send out personalized e-mails for each business partner in your
target group
The e-mail includes a survey (with a link)
The receiver or business partner answers the survey questions
The system creates a lead and assigns the completed survey to the
lead
The lead is already qualified based upon the survey answers
Integrated in campaign automation:
The next follow-up step can be triggered, based on the answers and
content

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Lead Creation with a Survey

Overview
Create leads with a survey and
independently of a campaign
(possible as a project-based solution)
Integrate lead creation with a survey
on your own Web page
The lead created here is already
qualified based upon the survey
answers
A function module template is available
to
Create a new lead
Update an existing lead
Assign the survey to the lead

More information

Lead
Lead 4710
4710
Business
Business Printer
Printer XDP3
XDP3
Sales
Sales Prospect:
Prospect: Smith
Smith
Status:
Status: Open
Open

Refer to survey suite documentation

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Lead Creation with Web Store

Lead creation scenarios
Explicit creation
A customer showing explicit interest in products triggers lead
generation by clicking a more information button, for example
Implicit creation
Based upon users behavior in the Web store, the interest in a
product can be deduced based upon
Survey analysis
Product information download
Dropped basket items

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Campaign-Related Lead Generation

Generate mass leads for follow-up
Based upon a predefined target group of
business partners external agencies, for
example
Create an individual lead object for each
business partner
Use a lead template to provide predefined
information for the lead receiver

Campaign
Campaign
XDP
XDP 33 Launch
Launch

Target
Target
Group
Group

Integrated with Campaign Execution

Leads will be generated during campaign
execution
Each lead is related to the campaign for
success measurement
Use the entered lead data during
qualification to trigger follow-up steps with
campaign automation

Lead Generation with Segment Builder

Generate leads directly without relationship
to a campaign

Lead 4711
Lead 4712
Lead 4713
Lead 4711
Lead 4714
Lead 4715
Lead 4716
Business Printer XDP3
Sales Prospect: Smith
Status: Open

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Content

Lead Management
Overview and General Functions
Lead Creation and Generation
Lead Distribution Methods
Lead Follow-Up
Lead Analysis
Further Information

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Lead Distribution Overview

Distribute the lead to the best matching partner
Created and generated leads must be followed-up accordingly
The best matching partner (internal employee, sales representative,
external channel, and sales partner) must be assigned to the lead

Lead distribution and partner assignment variants

Based upon the standard partner determination framework
Manual distribution
Rule-based distribution based upon predefined rules

Distribution methods
Workflow-independent
Workflow-supported (channel management scenario)

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Lead Management Process (Channel Management View)

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Lead Distribution Distribution Workflow to External

Channel Partners
Leads for channel partners will be
distributed by workflow

Partner
accepts or
declines lead

The lead is distributed by workflow to the external channel partner

The channel partner receives the lead in his or her workflow inbox
She or he can preview the lead and accept or decline it
After accepting the lead, it is assigned to the channel partner for follow-up
The channel manager
Has full visibility into information about the current status of the lead
Will be informed if the lead is rejected or if there is no response to a distributed lead

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Lead Distribution Methods

Manual distribution
The business user can distribute the documents individually to
An external channel partner
An internal employee

Semiautomatic (rule-based) distribution

The business user can interact with the system and review the
proposed distribution results in the lead application

Automatic (rule-based) distribution

Without any user intervention (batch job), the system automatically
Selects the documents to be distributed
Determines the receivers
Updates the documents
Notifies the external partners (by workflow)

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Rule-Based Document Distribution: Overview

Rule-based document distribution
Automates the distribution process to reduce the amount of manual
intervention wherever possible
Provides system support in determining the best (channel) partner
Supports and automates exception-handling

Business users can define business rules to distribute

documents based upon
Common sales prospect data and attributes (type, geographical
location, marketing attributes, and so on)
(Channel) partner data (partner type, program, and so on)
Existing relationships between sales prospect and channel partner
Document data such as products, lead qualification level, or
opportunity phase

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Rule-Based Document Distribution: Details

Enables business users to define conditions for processing
documents and the appropriate follow-up actions

Create rules with the rule modeler

Multiple business contexts user must select lead distribution
or opportunity distribution
Rule components: conditions and actions
Conditions are used to identify the type of documents to be selected for
processing
Actions are used to determine the appropriate receiver of the document,
define the appropriate status update (for example, distributed to partner),
and update the appropriate partner function
Sample rule: If the document is a channel lead and the lead qualification
level is hot, then distribute it to a gold partner in the region of the sales
prospect
Partner responsibilities and qualifications can be used to route the
document to a specific partner employee

Nested rules
Staging environment
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Rule Modeler Conditions and Actions

Easily select attributes to create conditions . . .

. . . and define appropriate actions for processed documents

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Example shows the lead attributes which are available for creating conditions and the actions are
defined as distribute to a Channel Partner, update the document status to Distributed to Sales Partner
and stop processing rules once a partner has been found.

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Lead Processing by Partners

Enable partners to manage leads centrally and provide
updates throughout the sales cycle
Preview lead information
Provide updates on distributed leads
Create new leads
Specific partner transaction that facilitates ease in reporting
Access to product information and qualification tools
Defaulted partner determination
Status management

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Content

Lead Management
Overview and General Functions
Lead Creation and Generation
Lead Distribution Methods
Lead Follow-Up
Lead Analysis
Further Information

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Follow-Up Processing: Automatic Lead-to-Opportunity

Workflow

Call center
agent

HOT
LEAD

Wor

w
kflo

Key account
manager

Standard SAP Business Workflow

Lead to opportunity workflow preconfigured
System routes hot lead to responsible sales employee
Sales employee decides if opportunity should be created
Automatic creation of opportunity possible based upon lead attributes
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Lead Transfer Based upon Workflow

Lead routing based upon qualification level
(example requires setting up a workflow)
Hot
Warm
Cold

routes to sales
routes to call center
routes to channel partners

Transfer can be done automatically

Using standard SAP Business Workflow model in
SAP CRM
Delivered sample workflow can be adapted to individual needs

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Manual Follow-Up Creation

Create follow-up documentation
Create various follow-up documents: sales orders, quotations, and
so on
Based upon customizing

Channel partner portal: lead to order on behalf

Channel management process in partner portal
Channel partner can create an order directly from the lead on
behalf of a customer
Document flow tracks the reference document
Data is copied directly to the order in the Web store

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Content

Lead Management
Overview and General Functions
Lead Creation and Generation
Lead Distribution Methods
Lead Follow-Up
Lead Analysis
Further Information

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Marketing Analytics
Marketing analytics help marketing professionals understand how well
their programs and campaigns
are performing.
Marketing professionals also get the information they need to
understand customer preferences and demographic information for
proper segmentation.
1

2
Marketing Budget
Planning

Campaign Planning

Target Group
Optimization

7
External List
Analysis

4Marketing Plan Analysis

Lead Analysis

Campaign Monitoring
and Success Analysis

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Lead Analysis: Business Questions

Can you tell me the
efficiency of the
work in lead
qualifying?

Which of my
leads were lost?
Is there a primary
reason for losing
leads?
Do I need a new
strategy?

How successful are

different channels in a
campaign from the point
of view of leads?

Marketing
Professional

Can you give me an

overview of the
leads compared to
the different
time intervals?

How difficult is it to transform a

lead into an opportunity using
the initial qualification level of a
lead?
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Lead Analysis: Content Overview

Key Figures in Lead Analysis
Number of leads with the status of
Open
In process
Won
Lost
Duration of leads until won or lost
Changes in the qualification level
Number of leads won
(transformed into opportunity or contract)
Expected order quantity per lead
Number of activities per lead

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Lead Analysis Overview

Wonlost Analysis
General
Related to product categories
Related to the assigned campaigns
Related to the lead origin
Transformation rate

Lead Duration
Duration in days until lead is won or lost

Analyze the success and efficiency of your lead processing

activities.

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Lead Processing Optimization Proposals

Quality of the leads and chance to turn them into real
business (based upon the qualification level)
Rework the rules setting of the qualification level
Optimize lead qualification support with a questionnaire
Analyze why the qualification level differs from the final status of the
lead

Number of leads in current processing

Smaller number of leads = fewer business chances = less real
business
Check marketing and market contact strategies: did you reach the
expected target group of sales prospects?

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Lead Won-Lost Analysis General

Lead wonlost analysis: get a general overview
Get an overview of
The current lead situation how many leads in which status and
qualification
Number and overview of known chances to make business
A first impression of the current, all-around lead quality

This analysis provides a comparison of the

Status (open, in process, won, or lost)
Qualification level (cold, warm, or hot)
Related to the time of creation

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Lead Won-Lost Analysis Product Categories

Analyze leads related to product categories
Get an impression of your customers needs
What product categories are they interested in?
Qualification level related to the product category: which lead and
product categories have the best chances to turn into business?

This analysis provides a comparison of the

Status (open, in process, won, or lost)
Qualification level (cold, warm, or hot)
Product categories
Related to the time of creation

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Lead Won-Lost Analysis Campaigns

Analyze your campaign success related to leads
Get an overview of
The number of leads compared to each campaign and campaign
element
The qualification level: did we reach the right target group?
The quality: how many leads could we turn into business (won)?

This analysis provides a comparison of the

Status (open, in process, won, or lost)
Qualification level (cold, warm, or hot)
Campaign element
Related to the time of creation

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Lead Won-Lost Analysis Origin

Lead origin analysis get an impression of your channels
Evaluate the origin of the lead compared with the status and qualification level
Visualize the rate of the maintained origins
Shows the success and status rate of each origin
Offers drilldown to qualification-level spreading for each origin, related to
the lead status
The lead origin is independent of optionally assigned campaigns
The origin is only lead-related
A campaign can also be assigned to the lead
Optimize your lead origin channels based
upon these results
Campaign and contact strategies
Quality of inbound channels:
interaction center,
Web store, and so on
External lead sources

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Lead Won-Lost Analysis Transformation Rate

Won leads transformation rate
Won leads rate = success rate
Get a general overview of the transformation rate of won leads
Easy success analysis reduced to the lead qualification level

This analyses provides a comparison of the

Qualification level (cold, warm, or hot)
Transformation rate (percentage) of won leads
Related to the period of creation

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Lead Duration
Lead duration how long does it take to win or lose a lead?
Get an overview of lead duration
Until won or lost
Compared to the qualification level
Related to the time of creation

Lot of leads but do they become business in time?

Market feedback: how long does it take after the first contact until customers
decide to buy?
Market indicator: the need, the positioning, and the right target group?
Market behavior: first forecasting
not monetary, but timeline related
Optimize your lead follow-up strategies

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Further Information
CRM Roll-Out Map
https://portal.wdf.sap.corp/go/crm-rollout-map

CRM Field Information

https://portal.wdf.sap.corp/go/crm-field

CRM Knowledge Transfer

http://service.sap.com/okp > SAP CRM 2006s/2

External access: Program Conditions for SAP Customers and Partners

Internal access: http://service.sap.com/rkt-crm > SAP CRM 2006s/2
Online Documentation (available at RTC)
SAP Help Portal: http://help.sap.com/crm/
SAP Public Web
http://www.sap.com/solutions/businesssuite/crm/featuresfunctions/index.epx
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Copyright 2007 SAP AG. all Rights Reserved

No part of this publication may be reproduced or transmitted in any form or for any purpose without the express permission of SAP AG. The information contained herein may be
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