Planning Your SAP CRM Implementation

George Fratian is an experienced CRM project manager and IT director at Cardinal Health. He started his SAP career with SAP Romania almost a decade and a half ago. His expertise is centered in the CRM and ERP areas of SAP, and he has participated in various capacities in eight long-term SAP projects. He previously worked as a senior consultant and manager for KPMG and Arthur Andersen. His industry knowledge covers various areas such as Oil & Gas, Health Care, High Tech, etc. He has designed and implemented complex SAP CRM-based solutions for Fortune 100 companies, in the areas of Internet Sales and Online Sales, Sales Force Automation, Case Management, Interaction Center WebClient, etc. You can reach him via email at gfratian@sapcrmbook.com.

1 ... Introduction ... 21 ... 1.1 ... Other Reference Material ... 22 ... 1.2 ... Why This Book ... 24 ... 1.3 ... Book Structure ... 25 ... 1.4 ... SAP CRM Customer Profile ... 27 ... 1.5 ... The SAP Ecosystem ... 31 ... 1.6 ... Summary ... 32 2 ... Project Initiation ... 35 ... 2.1 ... Long-term Roadmap ... 35 ... 2.2 ... The Importance of the Business Case and Return on Investment (ROI ... 37 ... 2.3 ... Start with a Pilot Project ... 40 ... 2.4 ... Strategic vs. Tactical ... 42 ... 2.5 ... End-user Adoption ... 45 ... 2.6 ... The Impossible Trilogy ... 45 ... 2.7 ... A Word on Estimating Costs ... 49 ... 2.8 ... Quality Counts ... 49 ... 2.9 ... Additional Research ... 50 ... 2.10 ... Summary ... 50 3 ... Scoping for Success ... 53 ... 3.1 ... The Virtual Case File Story ... 53 ... 3.2 ... Funding vs. Scope ... 54 ... 3.3 ... What is the Scope ... 56 ... 3.4 ... Scope Documentation and Tracking ... 61 ... 3.5 ... Geography Implications ... 62 ... 3.6 ... Scope Management and Exception Handling ... 63 ... 3.7 ... Summary ... 65 4 ... SAP CRM Project Team ... 67 ... 4.1 ... Project Team Roles ... 68 ... 4.2 ... SAP Ecosystem Considerations ... 80 ... 4.3 ... Staffing Types ... 81 ... 4.4 ... Outsourcing Considerations ... 86 ... 4.5 ... Hosting Considerations ... 87 ... 4.6 ... Relationships and Chemistry ... 88 ... 4.7 ... Other Types of IT Organizations ... 89 ... 4.8 ... Summary ... 90 5 ... Project Lifecycle ... 91 ... 5.1 ... The ASAP Methodology ... 92 ... 5.2 ... ASAP Toolset ... 93 ... 5.3 ... ASAP Roadmap Phases ... 97 ... 5.4 ... International Rollout Considerations ... 104 ... 5.5 ... Following a Release Schedule ... 106 ... 5.6 ... Upgrade Considerations ... 106 ... 5.7 ... Mergers and Acquisitions Considerations ... 107 ... 5.8 ... Additional Implementation Content ... 108 ... 5.9 ... Overlaying the SDLC Over ASAP ... 108 ... 5.10 ... SAP Best Practices for CRM ... 111 ... 5.11 ... CRM Business Packages ... 113 ... 5.12 ... The Adoption Curve ... 115 ... 5.13 ... Additional Considerations ... 116 ... 5.14 ... Summary ... 117 6 ... Architectural Design ... 119 ... 6.1 ... The SAP Ecosystem ... 119 ... 6.2 ... Technical Landscape ... 123 ... 6.3 ... Technical Landscape Revised Again ... 128 ... 6.4 ... User Interface Options ... 129 ... 6.5 ... Internally vs. Externally Focused Portal ... 136 ... 6.6 ... CRM Online vs. ERP Functionality ... 137 ... 6.7 ... CRM Online vs. CRM Mobile ... 143 ... 6.8 ... CRM On-Demand ... 143 ... 6.9 ... Hybrid Architecture ... 144 ... 6.10 ... Other Considerations ... 145 ... 6.11 ... Summary ... 147 7 ... Case Study: CRM Interaction Center WebClient ... 149 ... 7.1 ... A Summary of the New ICWC Functionality in CRM 2007 ... 149 ... 7.2 ... ICWC a Pilot Project ... 150 ... 7.3 ... ICWC the Next Steps ... 159 ... 7.4 ... Lessons Learned ... 163 ... 7.5 ... Summary ... 163 8 ... Case Study: CRM Case Management ... 165 ... 8.1 ... A Summary of the New Case Management Functionality in CRM 2007 ... 165 ... 8.2 ... High-level Scope for Case Management ... 167 ... 8.3 ... Scope in Detail ... 168 ... 8.4 ... One Type of Case Management and Two Access Methods ... 176 ... 8.5 ... Lessons Learned ... 177 ... 8.6 ... Other Considerations ... 177 ... 8.7 ... Summary ... 178 9 ... Case Study: Sales Force Automation (SFA ... 179 ... 9.1 ... A Summary of the New SFA Functionality in CRM 2007 ... 179 ... 9.2 ... High-level Scope of the SFA Implementation ... 180 ... 9.3 ... Scope in Detail ... 186 ... 9.4 ... The Importance of Clean Master Data ... 192 ... 9.5 ... Non-standard Functionality ... 197 ... 9.6 ... Speeding Up the Access a Citrix Mini-Case Study ... 199 ... 9.7 ... Change Management and the WIIFM Concept ... 201 ... 9.8 ... System Ownership ... 203 ... 9.9 ... Other Considerations ... 204 ... 9.10 ... Summary ... 204 10 ... Integration with Other SAP and Non-SAP Systems ... 205 ... 10.1 ... Native Integration in an SAP Environment ... 205 ... 10.2 ... Integration vs. Interfacing Considerations ... 211 ... 10.3 ... Summary ... 213 11 ... Upgrade Considerations ... 215 ... 11.1 ... Functional Upgrades ... 215 ... 11.2 ... Technical Upgrades ... 216 ... 11.3 ... Functional Reimplementations ... 217 ... 11.4 ... Minor vs. Major Upgrades ... 219 ... 11.5 ... Upgrade Considerations for Your Entire SAP Landscape ... 222 ... 11.6 ... Summary ... 222 12 ... CRM Functionality and Implementation Guidelines ... 225 ... 12.1 ... Before We Start ... 225 ... 12.2 ... Sales ... 227 ... 12.3 ... Service ... 236 ... 12.4 ... Marketing ... 239 ... 12.5 ... Summary ... 253 13 ... Total Cost of Ownership and Future Projects ... 255 ... 13.1 ... A Word on Total Cost of Ownership (TCO) and the Controlled Growth of Your Environment ... 255 ... 13.2 ... The Future is Now ... 257 ... 13.3 ... Summary ... 261 A ... Job Descriptions ... 265 ... A.1 ... CRM Sales Functional Consultant ... 265 ... A.2 ... CRM Technical Consultant ... 266 ... A.3 ... BASIS Consultant ... 267 ... A.4 ... CRM Field Apps Functional Sales Consultant ... 268 B ... References ... 269 C ... The Author ... 271