Modules in SAP CRM

Modules in SAP CRM

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modules in SAP CRM

SAP CRM consists of 3 core modules.

  • Marketing – ( Pre-Sales )
  • Sales
  • Service – ( Post-Sales )

Marketing : Marketing module helps the marketing department with customer acquisition. This includes one or more of the following activities

  • Campaign management – This includes different campaigns like e-mail, phone and other forms of customer engagement programs.
  • Trade Promotion Management –
  • Segmentation – Segmentation is the process of segregating your customers/leads/opportunities into different segments. This is used to effectively use the available time and resources on a targeted marketing plan.

Sales : Sales involves the OTC Cycle ( Order to Cash ) cycle excluding the logistics part. So this effectively includes

  • Order Management – This includes order management, contracts management, quotation management and other sales related activities.
  • Billing – This includes the billing of the orders created. Billing can either be done in ECC or in CRM. SAP CRM is specifically suited for Service related Billing.

Service : Service Module involves most activities that are involved in SAP ECC’s SM & PM Modules. They include

  • Service Order Management
  • Repairs & Returns Management
  • Service Contracts Management
  • Equipment and Installed Base Management

Channel Management : There are many ways through which these services can reach the customer. In SAP CRM terminology, these “ways” are called CHANNELS . And managing these channels is called Channel Management. Examples of channels include Internet, e-mail, Field Applications, e-Commerce, CIC etc.

  • Field Applications – Examples of field applications includes applications specifically designed for devices like PDA, mobiles and other devices that can be directly used in the field. For example, Coca-cola uses a field application on a special mobile-based ordering device that scans stock and orders straight from the device and interacts with the in-house CRM server. Similarly, Seven-11 uses a field application that scans the stock at the site and depending on certain presets, places orders directly the next time the device is hooked on to the internet.
  • e-Commerce – Depending on the situation, there could be B2B or B2C kind of e-commerce ( Now Called the Web Channel ) applications providing sales to the customers.
  • Customer Interaction Center – SAP CRM has a very sophisticated call-center management system called the Customer Interaction Center or simply IC. In earlier versions of CRM, there used to be a separate SAP client used for this called the Win Client. The latest versions ( including CRM 2006, 2007 ) use IC WebClient – A completely web-based software that is used for Call Center Management. This software interacts with SAP CTI ( Computer Telephony Integration ) module for managing inbound and outbound calls.

Analytics : Coupled with an SAP BW system, statistics and key figures in CRM can be extracted and is called SAP CRM Analytics module.

Using a combination of core modules ( Sales, Marketing, Service ) , Channel Management ( Different Channels ) & Analytics, you would probably hear multiple variants like

  • e-Commerce Marketing ( Marketing using the Web Channel )
  • e-Commerce Sales
  • Mobile Sales ( Sales using the mobile Channel )
  • Mobile Analytics
  • IC Sales
  • IC Service ( Service using the Call Center Channel )
  • IC Analytics
  • and many more

SAP CRM Versions : Please refer to the release notes for the difference between the different versions.

  • SAP CRM 3.0
  • SAP CRM 4.0
  • SAP CRM 5.0
  • SAP CRM 6.0 ( 2007 )
  • SAP CRM 7.0 ( 2008 )

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0 thoughts on “Modules in SAP CRM

  1. Abhaydeep Jha says:

    Hello. I am having 1 year of experience in CRM and worked for a steel manufacturing firm. Then I did my MBA (Marketing) and completed it in the month of June’2012. Observing the market trends and the updated technology, should I pursue CRM module in SAP to grab better opportunities? It would be very helpful if you could, through your experiences, guide me.


  2. aditya says:

    i works in optical fiber firm after complete my in e&c, as a crm so guide me a SAP is right choice or doing MBA first…………


  3. sathish says:

    I Completed B.Tech(IT), I an working on 2 year exp about Customer-Quality in one company ,Its wright way about to choose SAP-CRM.I already know about ABAP.


  4. Gupta says:

    I am an IT exp pre MBA and working in SAP CRM post MBA since April 2012.
    I need your advice about how can I go about in my career.
    Because I see many many modules in CRM and right now I am working in ICSS and IC- Service Module support projects.

    Pl provide/reply me your email id, I will get in touch with you !



  5. Talha says:


    we have a senario where we put some signboards on customer’s Shop. These signboards are our Asset.
    can we cater This requirement in CRM?




    I have around 9 years of experience in BPO(Business process outsourcing). I would like to pursue SAPCRM-Functional. Please let me know whether it would be helpful for me to enhance my growth in a BPO.

    Thanks and Best Regards,
    Ramya Ramakrishnan


  7. sap training says:

    Yes..we have a 60 hour SAP-CRM training for BPO and Banking employees.Basic level + Project Level + Interview Level training.

    Complete E2E Recruitement.Training and On-JOb support for all SAP consultants in any part of the globe by our team.

    For more details mail us at with your resume and details.



  8. pooja says:

    I am a graduate in Arts, and completed MBA in project managemet, and presently working in IT from 4years as IT Associate, kindly suggest me what can i do in Sap for further growth


  9. yashwanth says:

    my name is yashwanth ,i am a graduate of computer science engineer ,

    so i had decided to undergo sap course ,so suggest me which module is best and ultimate ??????


  10. Sumeet says:

    Hello All,

    I would like to know if I am eligible for the SAP CRM course. My experience is listed below:-
    1. 1 Year Convergys Customer Care voice.
    2. 1 Year Emirates Bank Dubai Customer Care voice.
    3. 2 Years Dell Technical Support and sales through phone.
    4. 2.5 Years Accenture IT Helpdesk.
    5. 6 months Accenture Incident management.

    Please let me know if I am eligible for SAP CRM course or any other SAP course.


  11. Sumeet says:

    Hello All,

    I would like to know if I am eligible for the SAP CRM course. My experience is listed below:-
    1.1 Year Convergys Customer Care voice.
    2.1 Year Emirates Bank Dubai Customer Care voice.
    3.2 Years Dell Technical Support and sales through phone.
    4.2.5 Years Accenture IT Helpdesk.
    5.6 months Accenture Incident management.

    Please let me know if I am eligible for SAP CRM course or any other SAP course.


  12. prakash says:


    I have work experience of more than five years into BPO then i did full time MBA in marketing & finance. After MBA I worked in Marketing and communication for 8 months, now I want to learn SAP CRM. Kindly tell me the pre-requisites of SAP CRM and if it will be beneficial for me to kick start my career in SAP CRM. Please help Thanks in advance.



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