SAP CRM: Customer Relationship and Sales Management

Upcoming Sessions

Classroom sessions
Online sessions

Course Introduction

In today’s highly competitive and digitally driven business environment, customer relationships have become a critical differentiator for sustainable success. Organizations must move beyond traditional sales and service approaches and adopt integrated, data-driven systems that support personalized engagement and operational efficiency. SAP Customer Relationship Management (SAP CRM) provides a comprehensive framework to manage the complete customer lifecycle, enabling businesses to connect marketing, sales, service, and analytics within a single, unified platform.

The SAP CRM: Customer Relationship and Sales Management Training Course is designed to build a strong understanding of how SAP CRM supports strategic customer engagement and revenue growth. This course explains the role of SAP CRM within the wider SAP ecosystem and demonstrates how it integrates with modules such as SAP SD, SAP FI, and SAP BW. Participants will learn how unified customer data, automated workflows, and real-time insights enhance decision-making and improve customer experiences across all touchpoints.

Through structured learning and practical exploration, participants will develop the ability to configure, manage, and utilize SAP CRM functionalities across marketing, sales, and service operations. The course also highlights industry best practices and demonstrates how organizations can align CRM initiatives with business objectives to improve customer retention and sales effectiveness. In addition, the evolution of SAP CRM into cloud-based solutions, including SAP C/4HANA and SAP Customer Experience (CX), is explored to ensure participants understand current and future CRM trends.

This training course will enable participants to:

  • Understand how SAP CRM supports customer-centric business strategies
  • Manage integrated marketing, sales, and service processes effectively
  • Improve sales performance through structured opportunity management
  • Enhance service quality using centralized customer data and workflows
  • Prepare for the transition to modern SAP Customer Experience platforms

Objectives

This SAP CRM Training Course aims to equip participants with the practical knowledge and strategic understanding required to manage customer relationships and sales processes effectively using SAP CRM.

  • Develop a clear understanding of SAP CRM architecture and its position within the SAP landscape
  • Learn how to configure and manage end-to-end CRM processes across marketing, sales, and service functions
  • Gain the ability to work effectively with customer master data, interaction histories, and business transactions
  • Understand how to implement and manage campaign execution, opportunity tracking, and service request handling
  • Explore integration scenarios between SAP CRM, SAP ERP, analytics platforms, and e-commerce solutions
  • Use built-in analytics and reporting tools to measure customer performance, satisfaction, and engagement
  • Apply customer relationship management strategies that support long-term growth, loyalty, and competitive advantage

Training Methodology

This SAP Customer Relationship Management Course applies proven adult learning techniques to ensure a high level of understanding, engagement, and knowledge retention. The training combines structured, instructor-led sessions with interactive discussions that encourage participants to relate SAP CRM concepts to real organizational challenges. Clear explanations are supported by practical examples aligned with marketing, sales, and service operations.

In addition, the course incorporates workshops, case studies, and guided exercises that allow participants to explore SAP CRM functionalities in a practical context. These activities help reinforce learning outcomes by enabling participants to apply concepts such as opportunity management, campaign execution, and service workflows. The methodology ensures that participants leave with both conceptual clarity and practical confidence in using SAP CRM to support customer-centric business objectives.

Who Should Attend?

This SAP CRM Training Course is designed for professionals involved in managing customer relationships, sales operations, and service delivery within SAP-enabled organizations. It is particularly valuable for individuals seeking to improve CRM effectiveness and align customer engagement strategies with business goals.

  • Sales professionals responsible for pipeline management, forecasting, and customer engagement
  • Marketing specialists involved in campaign planning, segmentation, and performance analysis
  • Customer service and relationship managers overseeing service quality and support processes
  • SAP CRM consultants and business analysts supporting system configuration and optimization
  • IT and digital transformation managers involved in CRM integration and system strategy
  • Project managers responsible for implementing, enhancing, or upgrading SAP CRM solutions

Course Outline

Day 1: 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 2: 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 3: 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 4: 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 5: 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

Providers and Associations

Anderson
Aztech Training
Coventry

Certificate

  • 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.

Whats Makes Copex Courses Unique?

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.

Related Categories

Leadership & Management Interpersonal & Communication Skills SAP Systems & Enterprise Solutions

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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.

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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.

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.

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.

The training course fee can be settled by either:

  • Bank transfer
  • Credit Card

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.

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.

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