A Highly Interactive Training Course On
SAP CRM: Customer Relationship and Sales Management
Driving Customer Engagement, Loyalty, and Profitability through Integrated CRM Solutions
Course 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.
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
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.
Who should Attend?
This training course is suitable to 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
Course Outline
- 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
- 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
- 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
- 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
- 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
Providers and Associations
Certificates
- Copex Certificate of Attendance will be provided to delegates who attend and complete the course
Material published by Copex shown here is copyrighted. All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.
COPEX Training is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.
Led by a passionate leadership team and supported by a network of world-class trainers, COPEX Training connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.
Frequently Asked Questions
This FAQ section provides quick answers to the most common questions about our services, procedures, and policies. We aim to make your experience with us as straightforward as possible. For further assistance, our support team is ready to help.
Enhanced Skills: Develop in-demand skills and knowledge in your chosen field.
Career Advancement: Improve your career prospects and increase your earning potential.
Increased Confidence: Gain confidence in your abilities and enhance your professional presence.
Networking Opportunities: Connect with other professionals and industry experts.
Improved Job Performance: Enhance your productivity, efficiency, and job satisfaction.
Personal Growth: Develop valuable personal and professional skills that can benefit you in all areas of life.
Experienced Instructors: Courses are delivered by highly qualified and experienced instructors with industry expertise.
Interactive Learning: Engaging and interactive learning methods, including workshops, simulations, case studies, and group discussions.
Practical Application: Focus on practical skills and real-world applications, enabling you to apply your learning immediately.
Flexible Learning Options: A variety of course formats available, including classroom training, online courses, and blended learning.
Certification & Recognition: Upon successful completion, you may receive industry-recognized certifications.
There are several ways to register in our public training courses:
Online – Browse the Training Plan, select the course of choice, click on the button
“Register Now” inside the course outline page.
E-mail – Send the details (name, company name, email address and training course of
choice) of your nomination to [email protected]
Telephone – +971 4 368 6886 or +971 50 106 2750
Upon successful registration, processing window will take not more than 24 hours from the time of registration. An email including the registration confirmation, invoice and joining instructions will be sent to the provided email address.
Published training course fees are inclusive of the training venue, training manual, writing materials, lunch and coffee breaks with refreshments over the entire duration of the training course.
The training course fee can be settled by either:
- Bank transfer
- Credit Card
Our training courses will run for 5 hours per day. The standard daily timing is from 8:30 am – 3:30 pm including the coffee/tea breaks and lunch.
Our training courses courses are being held at five-star hotels in prime and iconic destinations across the globe. Cities such as Amsterdam, Barcelona, Dubai, Geneva, Istanbul, Kuala Lumpur, London, Houston, New York, Paris, Vienna, Zurich, etc.
Once officially registered, we can assist by providing the corporate rates provided by the hotel where the training course will be conducted. Early confirmation will enable us to secure the room at reduced rates
Our cancellation policy varies depending on the circumstances presented. Generally, cancellations must be initiated in formal writing at least 14 days prior to the commencement date of the training course. Further, the option to shift an existing registration to another training course on a later date is possible. Otherwise, a full refund will be initiated.
Delegates who will attend and successfully complete the training course will earn a COPEX Certificate of Completion. This certification is designed to validate the successful knowledge transfer, and that the desired learning objectives and outcomes to further advance your professional competency are achieved.
We can customize this
training course for you!
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