SAP CRM: Customer Relationship and Sales Management

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

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

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.

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

• Copex Certificate of Attendance will be provided to delegates who attend and complete the course