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SAP CRM: Customer Relationship and Sales Management

Developing Integrated Capabilities for Customer Engagement, Sales Management, Loyalty and Profitability

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Why Choose This Course

The SAP CRM: Customer Relationship and Sales Management training course develops practical knowledge of SAP solutions for managing and improving customer relationships. It explains how SAP CRM supports the complete customer lifecycle through a unified platform. Participants examine its application across marketing, sales, service and analytics. This understanding helps organisations sustain growth, strengthen customer loyalty and improve customer interactions.

Participants gain hands-on experience in configuring and using marketing automation, sales pipeline management and service request handling. The course examines integration with SD, FI and BW to enable seamless data flow, automated workflows and real-time decision-making. It also covers the evolution of SAP CRM towards cloud-based platforms, including SAP C/4HANA and SAP Customer Experience solutions. Learners will understand how to align CRM strategies with business objectives to improve operational efficiency, service delivery, revenue and customer retention.

This SAP CRM: Customer Relationship and Sales Management training course will highlight:

Managing the complete customer lifecycle through SAP CRM
Applying CRM capabilities across marketing, sales, service and analytics
Integrating SAP CRM with SD, FI and BW modules
Configuring marketing automation, sales pipelines and service requests
Understanding SAP C/4HANA and SAP Customer Experience solutions
Aligning CRM strategies with organisational objectives

Why Choose SAP CRM: Customer Relationship and Sales Management

Course Goals

What are the Goals?

Upon completing this SAP CRM: Customer Relationship and Sales Management Training Course, participants will have met the following objectives:

Comprehend the architecture of SAP CRM and its function within the wider SAP ecosystem.
Gain the ability to configure and administer CRM processes across marketing, sales, and service functions.
Manage customer master data, interaction records, and business transactions effectively.
Carry out campaign management, opportunity monitoring, and service request processing.
Connect SAP CRM with other SAP solutions, including ERP, analytics, and e-commerce platforms.
Utilise advanced reporting and analytics tools to assess customer performance and satisfaction.
Employ CRM strategies that strengthen customer loyalty, engagement, and long-term growth.

Who is this Training Course for?

This SAP CRM: Customer Relationship and Sales Management training course is designed for:

CRM Managers
Sales Managers
Customer Relationship Managers
Account Managers
Business Development Managers
Sales Operations Managers
Customer Service Managers
SAP CRM Consultants
SAP Functional Consultants
CRM Business Analysts

Learning Approach

How will this Training Course be Presented?

This training course will use a blend of interactive lectures and group discussions to strengthen participation and comprehension. Practical activities and real-world case studies will be included to help participants apply their newly acquired knowledge immediately.

Lecture-led instruction providing detailed explanations of essential CRM concepts.
Practical workshops focused on configuring SAP CRM functionalities.
Group discussions that support collaborative problem-solving and the exchange of ideas.
Case studies demonstrating real-world CRM challenges and their solutions.
Practical activities covering customer lifecycle management, marketing campaigns, and service processes.

Upon completing the course, attendees will clearly understand how SAP CRM can be leveraged to optimize customer relationships and enhance business performance.

The Course Summary & Outline

Day 1

Introduction to SAP CRM and the Customer-Centric Enterprise
Day 2

Marketing Management in SAP CRM
Day 3

Sales Management and Opportunity Tracking
Day 4

Service Management and Customer Support
Day 5

Analytics, Integration, and Future of CRM

The SAP CRM: Customer Relationship and Sales Management training course begins with an overview of SAP CRM, its principal components and the customer relationship processes supported within the system. It then covers navigation and the management of core organisational, customer and product data. The agenda progresses into marketing-related functions, including customer segmentation, target groups, campaign planning and execution, before examining lead handling and the development of opportunities as part of the wider sales cycle.

The course continues through sales transaction management, covering quotations, sales orders, contracts, pricing and associated processing activities. It then addresses customer service operations, including service requests, service orders, complaints and the relevant interaction history. The concluding topics bring together analytical and operational aspects of SAP CRM through reporting, monitoring and the use of customer and sales information, alongside integration points that connect CRM processes with other SAP business functions and support consistent management across the customer relationship.

Recognition

Certificate

Delegates who successfully complete the SAP CRM: Customer Relationship and Sales Management training course are awarded the Wallstreet Academy Certificate of Completion, recognising their achievement and commitment to professional development. Participants receive 25–30 credits, with the final allocation based on their verified attendance throughout the course.

Each Guided Learning Hour represents 60 minutes of attendance. Attendance is documented in line with the quality management principles of ISO 9001:2015, supporting accurate and consistent record-keeping.

Frequently Asked Questions

You will learn how SAP CRM supports customer relationship and sales management. The course focuses on using integrated CRM solutions to strengthen customer engagement and loyalty. It also connects these capabilities with the goal of improving profitability.

The course addresses customer engagement through the use of integrated SAP CRM solutions. It focuses on how coordinated customer relationship and sales management can support stronger interactions with customers. Customer engagement is treated as a key contributor to loyalty and profitability.

The course presents customer relationship management and sales management as connected functions within SAP CRM. It focuses on how an integrated approach can align customer engagement with sales activities. This connection supports the course’s emphasis on loyalty and profitability.

The course aims to build an understanding of how SAP CRM supports customer relationship and sales management. It develops awareness of how integrated CRM solutions connect engagement, loyalty, and profitability. The focus is on applying an integrated CRM perspective to customer and sales activities.

This course covers customer relationship management and sales management within SAP CRM. It examines how integrated CRM solutions can support engagement throughout customer and sales activities. The content is framed around customer loyalty and business profitability.

SAP CRM can support customer loyalty by integrating customer relationship and sales management activities. This course explores that connection in the context of more consistent customer engagement. It links improved engagement with the broader objective of building loyalty.

The course focuses on customer engagement, customer loyalty, and profitability. It examines how integrated CRM solutions can contribute to these outcomes through coordinated customer relationship and sales management. The emphasis is on understanding how CRM supports both customer-focused and commercial goals.

This course is relevant for learners seeking to understand customer relationship and sales management through SAP CRM. It is particularly aligned with interests in customer engagement, loyalty, profitability, and integrated CRM solutions. Specific job roles or prerequisite experience are not stated in the course information provided.