List Management

You can create and maintain external lists in SAP CRM using this process. You acquire specific data from external
providers and use this data to gain new business partners. The data from external providers could include
information on:
Business partner addresses
Marketing attributes of business partners
Business transactions-related information, such as activities and leads
Survey details
External List Management involves procuring external data, defining mapping formats, checking and preparing this
data, updating existing data, creating business partners, using these business partners in marketing campaigns, and
analyzing (reporting) the methods used.

Prerequisites
Before creating and maintaining lists, make the following Customizing settings for External List Management:
Define List Type
Define List Origin
Implement Workflow Customizing
External List Management (ELM) involves creating & maintaining lists (data files) in SAP CRM by acquiring
specific data from the Marketing team or any other source. This data is then used by the SAP CRM system to create
Business Partners and also transactions such as Leads and Activities.


Fig 1: List Management Process

Maintain mapping format
You create and maintain your own mapping formats to map the data in the existing external lists to a target
mapping structure.
The data obtained from the external providers may differ from one provider to the other. The mapping tool
enables you to create and maintain your own mapping format. You can map fields, for example, from the
existing data to a target structure provided by the mapping tool and select the fields that you want to import
from the external list. You can also define the mapping rules for conversion.
Maintain basic data for the list
You enter the file name and path and maintain basic details of the external list such as the list ID, list
description, origin of the data, type of external list, the gross number of data records, the costs and permitted
or recommended number of usages or duration of usages and trigger further process steps. A new list is
created.
Upload file into SAP CRM
After upload, the list data must be mapped to the system's structure.
The data provider delivers the external data, for example, by e-mail, on a CD in ASCII format, or as a CSV
file. SAP CRM provides a user interface where you can enter the file path, the origin of the data, the gross
number of data records, the costs and permitted or recommended number of usages and duration of usages
and where you can trigger further process steps. Before uploading, the data records must be mapped using the
mapping tool.
Check for postal correctness
You check the address data for postal correctness. The system scans through the address data and if the postal
data is found to be incorrect or incomplete, the data is marked as erroneous and not used to create business
partners.
Check for duplicates
You check for duplicate business partners. The system scans through the data and if duplicates are found, the
data is marked as erroneous and not used to create business partners.
System checks for duplicates
The third-party system executes the duplicate check and sends back the data to the SAP CRM system.
Create or maintain business partners
You create business partners and assign acquired marketing attributes to them. You can set an appropriate
flag (for example, Rented) if the business partners are rented. The flag is used later when you delete the list.
You can also update information on existing business partners, such as changing address-related information
or adding marketing attributes.
Create business transactions
You can create leads or activities when uploading campaign response data.
Create or maintain target group
You create target group from the address list directly from the interface provided for list administration. By
assigning marketing attributes to newly-created or updated business partners, you can model more effective
target groups.
Analyze list
You analyze your lists regarding list quality and list success.
Delete list
The definition of a successful contact is usually set down in the contractual agreement. After the usage
duration agreed in the contract lapses, you delete the business partners who are marked as rented and were
not successfully contacted.
System deletes business partners not won
The system automatically deletes business partners belonging to the list type Rented that were not won.

The ELM process involves:
Procuring the list (data file)
Loading this list (data file) to the CRM system
Mapping this list (data file) to the standard SAP fields
Creating master data (business partners) and/or transactional data(leads/activities)

Lead Generation

Many companies view lead generation as a marketing function, or the responsibility of the sales force, but
true lead generation involves marketing, sales, product development, and call centers as well as field
services. Only through the use of CRM can a repeatable , integrated marketing strategy be successfully
executed.
In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a
business. Leads can be generated for purposes such as list building, e-newsletter list acquisition or for sales leads.
The methods for generating leads typically fall under the umbrella of advertising, but may also include non-paid
sources such as organic search engine results or referrals from existing customers. Businesses strive to generate
'quality' leads.
[1]
Quality is usually determined by the propensity of the inquirer to take the next action towards a
purchase.
A lead is used to describe, store, update and manage the potential interest of a business partner (in certain timeframe
and for a specific product)

Leads are linked to:

Business Partner
Customer or prospect
Contact person
Channel partner
Sales representative

Organizational Model
Activities
Texts
Documents
Basic Lead Information:
Status
Origin
Lead Group
Priority
Qualification Level
Campaign

Inbound Lead Management

A customer contacts the call center and shows interest in a specific product.
The call center agent creates a lead for the customer with this product and forwards the lead for further
processing to the lead qualifier.
The lead qualifier selects the lead from his workflow inbox and qualifies the lead by evaluating the
customer history (customer fact sheet).
The qualification process can in addition be supported by questionnaires.
Once a lead has reached a certain qualification level (for example, hot), it is transferred to the sales
department where it can be converted into an opportunity.



Fig 2: Inbound Lead Generation
Outbound Lead Generation

A target group is created in the Segment Builder as a basis for the lead generation.
For the lead generation two alternatives are possible:
The target group is used within a campaign and the leads are created automatically during the campaign
execution.
The leads are generated from the target group via a report.
Subsequently the lead is processed by a lead qualifier using the lead questionnaire.
Lead qualification may also be carried out without direct customer contact based upon information on the
business partner.
Once the lead has reached a certain qualification level (for example,hot), it is passed on to the sales
department where it can be used to create an opportunity. Lean Campaign Management


Fig 3: Outbound Lead Generation






Lead Generation Tactics/ Tools

Can be used separately or in combination to address the key marketing objectives
Each tactics applicability varies with the campaign goals and target audience
Tactic selection should be based on the cost per lead choosing the most cost -effective tactics to reach a
given marketing goal



Fig 4: Lead generation Tactics/Tools