Lead to Cash Turn Prospects into Lifetime Customers

PUBLIC

Christian Anderka, Product Manager SAP Customer Experience

June 17

2021

Lead to Cash

Turn Prospects into Lifetime Customers

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Agenda

Intelligent Enterprise Strategy

Lead to Cash and the Intelligent Suite

Lead to Cash Outlook 2021

Useful Resources

Q&A

Intelligent Enterprise Strategy

Deliver the products and

services customers need

Deliver personal,

trusted and connected

customer experiences

Intelligent enterprises

run agile, integrated

business processes

APPLICATIONS

TECHNOLOGY

BUSINESS PROCESS

SUSTAINABILITY MANAGEMENT

EXPERIENCE MANAGEMENT

INTELLIGENT SUITE

INDUSTRY CLOUD

BUSINESS TECHNOLOGY PLATFORM

BUSINESS NETWORK

ACROSS ALL FUNCTIONS

INTELLIGENT ENTERPRISE

Evolved Vision.

BUSINESS NETWORK

BUSINESS PROCESS

AND MULTIPLE SUBPROCESSES

LEAD TO CASH

DESIGN TO OPERATE

SOURCE TO PAY

RECRUIT TO RETIRE

Customer Manufacturing &

Supply Chain

Finance &

Procurement

Human

Resources

DEEP DIVE

End-to-End Processes.

APPLICATIONS

SUSTAINABILITY MANAGEMENT

EXPERIENCE MANAGEMENT

INTELLIGENT SUITE

INDUSTRY CLOUD

TECHNOLOGY

BUSINESS TECHNOLOGY PLATFORM

ANALYTICS

INTELLIGENT SUITE

INDUSTRY CLOUD

ANALYTICS

SPEND

MANAGEMENT

HUMAN

RESOURCES

CUSTOMER

EXPERIENCE

KEY ELEMENT

Intelligent Suite.

DIGITAL SUPPLY CHAIN FINANCE

ERP

BUSINESS PROCESS

BUSINESS NETWORK

ACROSS ALL FUNCTIONS

APPLICATIONS

TECHNOLOGY

SUSTAINABILITY MANAGEMENT

EXPERIENCE MANAGEMENT

Deliver commerce everywhere with

personalized frictionless and

transparent experiences

The living breathing unified view

of the customer for use across

every system of engagement

1:1 personalized engagement with

customers on their terms across

any channel

Provide great end-to-end service

experiences and enable fast

resolutions across channels and

build customer loyalty and satisfaction.

Connected sales experiences that

accelerate the buying process and

turn customers into advocates.

Commerce

Customer Data Platform

Marketing

Service

Sales

Customer Identity & Consent

Identify customers across digital

channels and put them in control of

their engagement

THE SAP CUSTOMER EXPERIENCE PORTFOLIO – OUR DNA

Further

Information

2. Lead to Cash and the Intelligent Suite

The Challenge: Customer Journey or Business Process?

Lead to Cash – B2B Customer Journey

Order to Cash

Opportunity to Quote/Cart

Contact to Lead Lead to Opportunity

Quote to Order

Marketing creates

campaign

Interaction is captured

and scored, marketing

lead is created

Marketing

approaches

customer to remind

them about the offer

Customer engages,

registers and views

information

Converted opportunity scores high and

salesperson is assigned

Customer visits website, is guided to the right

products and requests quote

Salesperson creates quote with

prices, receives cross-sell/up-sell

recommendations and suggested

discounts

Quote is presented

to customer,

negotiated with

salesperson and

terms finalized

Customer accepts

quote and customer

order is generated

Customer Order incl. products,

services and subscriptions is

dispatched to provisioning and

fulfillment systems, customer

sees status

Product has been delivered,

service is planned and

provisioning is completed,

subscription lifecycle starts

Technician installs

products, customer

uses service

Subscription

Billing charges for

recurring and usage

charges, customer

receives invoice and

tracks usage and spending

Customer views

and pays bill for

products, services

and subscription

Revenue is booked and

posted to Finance,

business unit manager

sees business results

Lead nurturing results in

handing over lead to sales,

sales potential is

qualified

Executive checks KPIs

on executive dashboard

to evaluate market

potential

Lead-to-Cash

• Manage all aspects of the

customer experience,

from the initial interaction

to order fulfillment and

service delivery. Drive

and realize revenue along

the customer journey.

Attract Offer

Sell Fulfill Collect

BUSINESS APPLICATIONS

SAP Marketing Cloud

Third Party

SAP Service Cloud

SAP S/4HANA

SAP Customer Data Cloud

SAP Sales Cloud

Extensions

Aligned Domain Models: Customer | Product

BUSINESS TECHNOLOGY PLATFORM

Business Services | Master Data Service

Analytics | Database & Data Management | Intelligent Technologies | Application & Integration Development

SAP Graph

SAP API

Business Hub

SAP Commerce Cloud

Integrated Lead to Cash E2E Process

Lead to Cash - Processes Overview

Covers the entire business process from initial contact with a prospective customer, to order fulfillment and service delivery,

driving revenue opportunity and optimizing the experience along the entire customer journey.

Lead to Cash Process

Out of the box integration to get a flexible quotation frontend with SAP CPQ

Contact to

Lead

Lead to

Opportunity

Opportunity to

Quote

Quote to

Order

Order to

Cash

Sub Processes

From customer service to field service

Lead to Cash Sub Processes & Variants

Variants

✓Provide a holistic Customer Experience ✓Reduce response times ✓Gain real 360° view of your customer

Quote to Cash

E2E Service

L2C Variant: Quote to Cash

• Configure flexible solution bundles including

products, services and subscriptions for use in

Quote to Cash processes

• Leverage flexible price quoting and approval

workflows to apply the right price and discount

to the right deal

• Convert your quotes into orders and contracts

Process Flow

Value Drivers

Business Scenario Description

• Faster go-to-market with easier than ever

product configuration process

• Accelerate revenue by responding quickly to

customer pricing and quote configuration

requests

• Shorter sales cycles with more accurate

pricing and quoting process

• Deliver B2C selling experience with B2B

quoting process

Receive RFQ

and Create

Quote

Manage

Internal

Approvals

Present Quote

to Customer

Negotiate

Quote with

Customer

Create

Customer

Order

• sales material• sales material

• service

• service contract

• subscriptions

Public APIs

Create

Solution

Order

Create

Sales Order

L2C Variant: E2E Customer Service to Field Service

Service Operations

CONFIRMATIONDISPATCHING MOBILE

CROWD

SELF

Customer Service

Field Service

IOTE-MAILCHAT PHONE

REPAIRSERVICEQUOTING

BILLING &

FINANCE

TICKET

TIMELINE

& 360°

CONTRACT

MGMT

MAINTENANCE

LOGISTICS

SLA &

ENTITLEMENT

SMARTFORMS

OMNI-CHANNEL

CUSTOMER

SUPPORT

RESOURCE

SCHEDULING &

DISPATCHING

FIELD SERVICE

EXECUTION &

DEBRIEF

SERVICE BACK-

OFFICE

SERVICE SALES

& ENTITLEMENTS

SERVICE

PLANNING

E2E CUSTOMER SERVICE TO FIELD SERVICE

SAP S/4HANA

SAP Field Service ManagementSAP Service Cloud

SAP’s Integrated Intelligent Suite

Business Applications

Lead to Cash Source to Pay Recruit to Retire Design to Operate

Seamless user

experience

Harmonized look &

feel and navigation

patterns

One workflow

inbox

Central task

management

End-to-end process

blueprints

Implementable

reference

architectures

Aligned domain

models

Aligned business

objects across

applications

Consistent security

& identity mgmt

Central identity

provisioning &

authentication

Coordinated

lifecycle mgmt

Harmonized

provisioning setup &

operations

Embedded & cross-

product analytics

Holistic 360°

business and

customer view

Business Technology Platform

Webinar recordings

SAP

S/4HANA

SAP

Sales Cloud

SAP

Data Platform

SAP

Commerce Cloud

SAP

Service Cloud

Suite Quality – Aligned Domain Models

One Central Master Data Integration Service across All SAP Business Applications

▪ Point to point; hard to synchronize; high maintenance

▪ Expensive; integration effort required for every

implementation

▪ Inconsistent

▪ Basic csv load capabilities

▪ Faster: Efficient centralized distribution

▪ Cheaper: Standardized, out-of-the-box, reusable

▪ Better: Consistent, scalable, compliant: purpose-

driven master data replication

SAP Service Cloud

SAP

S/4HANA

SAP

Commerce Cloud

SAP

Sales Cloud

SAP

Data Platform

1:1 integration 1:many integration

Central Master Data

Integration service

End-to-End Process Blueprints

E2E Business Process Architecture for the Intelligent Enterprise

SAP API Business Hub

Customer Pain Point

▪ Lack of understanding on how E2E

scenarios decompose into applications,

modules, business services, technologies

and integrations

▪ Map out the roadmap to adopt the solution

and transition from current solution

landscape to target

Outcome

▪ Enterprise Reference architecture with

Value Flow, Scenario Implementation and

Software Product Collaboration

▪ Provide a consistent overview of end-to-end

business process blueprint–reference

architecture supported by SAP’s Intelligent

Suite

▪ End-to-end process blueprints to simplify

extensions and changes.

SAP API

Business Hub

Processes → L2C

Demo

Outlook 2021

Lead to Cash: 2021 Integration + Suite Quality Highlights

CPQ – BRIM Integration for

software business

Product replication with aligned

data structure

Bringing together CX and

S/4HANA, to deliver a

seamless Customer

Service Experience

Suite Qualities

• Consistent Security & Identitiy management (Enable SSO across solutions)

• Coordinated Lifecycle management (E2E integration setup)

• One domain model (Semantically aligned APIs and data models)

2021

Useful Resources

help.sap.com

Search for

“Lead-to-

Cash”

roadmaps.sap.

com

Processes >

Lead to Cash

Key Take-Aways | Call to Action

Your Path to Becoming an Integrated Intelligent Enterprise

DISCOVER SAP‘s Integration Strategy

Check out the updated paper Intelligent Enterprises Are Integrated Enterprises

LEARN MORE about the key technologies and concepts

Join the webinars about SAP‘s Integration strategy

ENGAGE with the SAP Community

Visit the topic page SAP Integration Strategy to find related blogs and ask questions

Q&A

Christian Anderka

SAP CX Product Manager L2C

Email: Christian.Anderka@sap.com

Contact information:

Christian Anderka

SAP CX Product Manager

Email: Christian.Anderka@sap.com

Thank you.

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The only warranties for SAP or SAP affiliate company products and services are those that are set forth in the express warranty

statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional

warranty.

In particular, SAP SE or its affiliated companies have no obligation to pursue any course of business outlined in this document or

any related presentation, or to develop or release any functionality mentioned therein. This document, or any related presentation,

and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and

functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason

without notice. The information in this document is not a commitment, promise, or legal obligation to deliver any material, code, or

functionality. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ

materially from expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, and they

should not be relied upon in making purchasing decisions.

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Appendix

Open SAP “SAP’ s Integrated Intelligent Suite“

SAP’s Integrated Intelligent

Suite

Details