Advanced Program CRM: Customer Relationship and Sales Management

COURSE DURATION 5 DAYS

Dates: 5^th – 9^th October 2016

Driving Customer Engagement, Loyalty, and Profitability through Integrated CRM Solutions

Introduction

In a business world defined by personalization, competition, and digital transformation, the customer relationship has evolved into a core strategic asset. To maintain customer loyalty, organizations must combine data-driven insights with operational efficiency and service excellence. SAP Customer Relationship Management (SAP CRM) enables enterprises to manage every aspect of the customer lifecycle — from marketing and sales to service and analytics — within one integrated platform.

This SAP CRM: Customer Relationship and Sales Management training course provides participants with a deep understanding of SAP CRM’s role in enhancing customer relationships, improving sales performance, and delivering exceptional service experiences. The course explains how SAP CRM integrates with other SAP modules (such as SD, FI, and BW) to unify customer data, automate workflows, and support real-time decision-making.

Highlights of the Course

Participants will gain practical knowledge of configuring, managing, and using SAP CRM functionalities across marketing, sales, and service domains. By exploring best practices and hands-on exercises, delegates will learn how to align CRM initiatives with organizational goals, increase revenue, and strengthen customer retention. The course also emphasizes the evolution of SAP CRM into cloud-based solutions such as SAP C/4HANA and Customer Experience (CX) platforms.

Training Objectives

By the end of this training course, participants will be able to:

• Understand the architecture and core functionalities of SAP CRM within the SAP ecosystem
• Configure and manage CRM processes for marketing, sales, and service operations
• Utilize customer master data, interaction records, and business transactions effectively
• Implement campaign management, opportunity tracking, and service request handling
• Integrate SAP CRM with ERP, analytics, and e-commerce systems
• Use analytics and reporting tools to assess customer performance and satisfaction
• Apply CRM strategies to enhance loyalty, engagement, and long-term business growth

Who Should Attend?

This training course is suitable for a wide range of professionals but will greatly benefit:

• Sales and marketing professionals
• Customer service and relationship managers
• SAP CRM consultants and business analysts
• Digital transformation and IT managers
• Project managers responsible for CRM implementation or improvement

Personal Impact

• Increased revenue through better lead conversion
• Higher efficiency via automation
• Improved customer satisfaction and retention via personalized service
• Smarter decision-making from unified data insights
• Creating a single view of the customer for more effective sales, marketing, and support.

Organizational Impact

• Centralized Data: All customer info (contacts, interactions, history) in one place, preventing data loss and providing a complete customer view.
• Pipeline Visibility: Clear overview of where leads are in the sales journey, enabling better prioritization and resource allocation.
• Sales Productivity: Automates tasks, optimizes schedules, and segments leads, letting sales reps focus on selling.
• Data-Driven Decisions: Actionable analytics help identify valuable opportunities, target prospects, and forecast sales accurately.
• Enhanced Collaboration: Shared calendars and communication tools keep teams aligned and informed.

Training Methodology

This training course will utilise a variety of proven adult learning techniques to ensure maximum understanding, comprehension, and retention of the information presented. This includes an interactive mixture of lecture-led learning & group discussions.

Course Outline

Day One: Introduction to SAP CRM and the Customer-Centric Enterprise

• The evolution of customer relationship management and digital CX trends
• Overview of SAP CRM architecture and system components
• Integration with SAP ERP, BI, and e-commerce platforms
• SAP CRM business partner concept and master data
• Workshop: mapping customer lifecycle processes in SAP CRM

Day Two: Marketing Management in SAP CRM

• Campaign management and segmentation techniques
• Lead generation, qualification, and nurturing processes
• Marketing planning, budgeting, and performance tracking
• Personalized marketing using customer profiles and analytics
• Practical exercise: designing a marketing campaign in SAP CRM

Day Three: Sales Management and Opportunity Tracking

• Sales order management and quotation handling
• Pipeline visibility and opportunity management
• Sales forecasting, performance dashboards, and territory management
• Product and pricing management integration with SD module
• Case study: implementing a structured sales process using SAP CRM

Day Four: Service Management and Customer Support

• Service request creation and case management
• Resource planning, service contracts, and warranties
• Field service scheduling and service order processing
• Integration with call centers and self-service portals
• Workshop: configuring a customer support workflow in SAP CRM

Day Five: Analytics, Integration, and Future of CRM

• CRM Analytics: performance metrics, dashboards, and KPIs
• Integration with SAP BW, BusinessObjects, and SAP HANA
• Transition from SAP CRM to SAP C/4HANA and SAP Customer Experience
• Building customer loyalty through AI-driven insights and predictive service
• Capstone project: designing a customer relationship improvement strategy

Certificate

• On successful completion of this training course, the ALARDI Africa Certificate will be issued to the participants.

Venue:

Kenya-Mombasa                         Cost USD 1800

Egypt-Cairo                                  Cost USD 2100

Dates: 5^th – 9^th October 2016