SAP SAP CRM Syllabus

SAP CRM syllabus — full chapter and topic list

Expand any chapter to see its topics and sub-topics. This is the whole examinable outline for SAP CRM in SAP, not a summary of it.

1. 1

   Introduction to SAP CRM

   2 topics

   • Overview of SAP CRM
     • Definition and Purpose
     • History and Evolution
     • Key Features and Benefits
   • SAP CRM Architecture
     • Technical Architecture
     • Functional Architecture
     • Integration with Other SAP Modules
2. 2

   SAP CRM Functionalities

   5 topics

   • Sales
     • Opportunity Management
     • Quotation Management
     • Order Management
     • Contract Management
   • Marketing
     • Campaign Management
     • Segmentation
     • Lead Management
     • Trade Promotion Management
   • Service
     • Service Request Management
     • Service Order Management
     • Service Contract Management
     • Field Service Management
   • Interaction Center
     • Agent Console
     • Communication Channels
     • Service Level Agreements
     • Knowledge Management
   • Partner Channel Management
     • Partner Relationship Management
     • Channel Marketing
     • Channel Sales
     • Channel Service
3. 3

   Technical Aspects of SAP CRM

   3 topics

   • CRM Middleware
     • Data Exchange Framework
     • Middleware Components
     • Monitoring and Administration
   • CRM WebClient UI
     • UI Framework
     • Component Workbench
     • Business Role Customization
     • Enhancements and Extensions
   • CRM Mobile
     • Mobile Architecture
     • Mobile Application Studio
     • Synchronization
4. 4

   SAP CRM Customization and Configuration

   2 topics

   • Basic Customization
     • Organizational Management
     • Business Partner Management
     • Product Master Data
   • Advanced Configuration
     • Transaction Types
     • Action Profiles
     • Pricing and Conditions
     • Workflow and Alerts
5. 5

   SAP CRM Analytics

   2 topics

   • Embedded Analytics
     • Interactive Reporting
     • Dashboards and Cockpits
   • Integration with SAP BW
     • Data Extraction
     • Reporting and Analysis
6. 6

   SAP CRM Best Practices

   2 topics

   • Implementation Methodology
     • ASAP Methodology
     • Project Phases
     • Change Management
   • Performance Optimization
     • System Tuning
     • Data Volume Management

SAP CRM flashcards for SAP

20 of 50 cards from the SAP CRM deck — real questions with worked answers.

1. What is SAP CRM and what is its primary purpose?

   SAP CRM (Customer Relationship Management) is a component of the SAP Business Suite designed to manage all customer-facing processes across Marketing, Sales, and Service. Its purpose is to support the complete customer lifecycle, providing a single, consistent view of the customer to improve acquisition, retention, and satisfaction.

2. Which three core lines of business (functional pillars) does SAP CRM primarily support?

   Marketing, Sales, and Service. These are often supplemented by Interaction Center, Partner Channel Management, Web Channel (E-Commerce), and Analytics.

3. In the multi-tier SAP CRM architecture, name the main technical layers.

   1) Presentation layer (CRM WebClient UI / browser), 2) Application layer (CRM server running on AS ABAP, using the BOL/GenIL framework), and 3) Database layer. Connected systems include SAP ERP (via CRM Middleware) and SAP BW for analytics.

4. What is the CRM server built on, and what is the 'One Order' framework?

   The CRM server runs on SAP NetWeaver Application Server ABAP. 'One Order' is the shared transaction framework: all business transactions (sales orders, service orders, activities, opportunities, leads, contracts) are stored using a common set of tables (CRMD_ORDERADM_H, CRMD_ORDERADM_I, etc.) and processed through a single API.

5. What is the BOL/GenIL framework in SAP CRM?

   BOL (Business Object Layer) is the stateful object-oriented layer the WebClient UI reads/writes against. GenIL (Generic Interaction Layer) sits beneath BOL and maps BOL objects to the underlying APIs (e.g., One Order). Together they decouple the UI from the underlying data-access logic.

6. Define a 'Lead' versus an 'Opportunity' in SAP CRM Sales.

   A Lead is an early, unqualified expression of interest used to pre-qualify a prospect. An Opportunity is a qualified, forecast-relevant sales prospect with an expected value, sales stage, and probability. Leads are typically converted into Opportunities after qualification.

7. What is the standard sales cycle sequence of documents in SAP CRM Sales?

   Lead → Opportunity → Quotation → Sales Order → (fulfillment/billing in ERP). Activities can be created at any stage to record interactions.

8. How is the weighted expected value of an opportunity calculated in SAP CRM?

   $$\text{Weighted Value} = \text{Expected Sales Volume} \times \frac{\text{Probability } (\%)}{100}$$ where the probability is derived from the current sales stage in the sales methodology (phase-based forecasting).

9. What is a Sales Methodology (Buying Center / Sales Assistant) in SAP CRM opportunity management?

   A configurable, phase-based framework that guides the sales representative through sales stages, each assigned a probability. The Buying Center models the customer's decision-makers; the Sales Assistant proposes recommended activities per phase to progress the deal.

10. In SAP CRM Territory Management, what is a territory and what is it used for?

    A territory is a hierarchical organizational unit representing a market segment (by region, product, customer group, etc.) to which sales employees and accounts are assigned. It is used to distribute responsibility, route accounts/opportunities, and drive territory-based reporting and quotas.

11. What is a Marketing Campaign versus a Marketing Element in SAP CRM Marketing?

    A Marketing Element is a node in the Marketing Calendar/planner used for planning (budget, dates). A Campaign is an executable marketing element that has a target group, communication channel, and can trigger outbound activities (mail, email, call lists) and is used for response tracking.

12. What is a Target Group in SAP CRM Marketing and how is it created?

    A Target Group is a static or dynamic list of business partners selected as recipients of a campaign. It is created from Segmentation (using the Segment Builder / attribute lists and data sources), and can be attached to campaigns to drive execution.

13. What is Campaign Automation (multi-wave / multi-step campaigns) in SAP CRM?

    A graphical process modeling tool that lets marketers design multi-step, response-driven campaigns using a flow of process nodes (start, decision, wait, activity). Follow-up actions are triggered automatically based on target-group responses (e.g., send email, then call non-responders).

14. What is the purpose of Lead Management's lead qualification levels?

    Leads are assigned qualification levels (e.g., Cold, Warm, Hot) based on questionnaire scoring or manual assessment. This prioritizes and routes leads to sales; sufficiently qualified (Hot) leads are automatically or manually converted to opportunities.

15. In SAP CRM Service, what is the difference between a Service Request/Ticket, a Service Order, and a Complaint?

    A Service Ticket/Request captures and manages a customer issue (often in the Interaction Center) for resolution. A Service Order plans and executes field/on-site service including parts, labor, and costs. A Complaint records customer dissatisfaction and can trigger returns, credit/debit memos, or replacements.

16. What is a Service Contract in SAP CRM and what does it define?

    A Service Contract is a long-term outline agreement defining agreed service terms: covered products/objects, service levels (SLAs), price agreements, and validity period. It is referenced by service transactions to determine entitlements and pricing.

17. What are Service Level Agreements (SLAs) and how are response/completion times determined in SAP CRM Service?

    SLAs are agreed response and resolution commitments. In SAP CRM they are determined via Service Profiles (defining response/availability times using service and calendar/availability profiles) and Response Profiles, which calculate due dates for reaction and completion based on priority and working calendar.

18. What is the Installed Base (IBase) in SAP CRM Service?

    The Installed Base is a hierarchical structure representing the objects installed at a customer (equipment, components, products). Individual objects are 'IBase components' / individual objects, used to link service transactions, warranties, and contracts to specific installed items.

19. What is the SAP CRM Interaction Center (IC) WebClient?

    The Interaction Center is a role-based agent workplace for multichannel contact handling (phone, email, chat) supporting inbound/outbound service, sales, and marketing. It provides an agent inbox, account identification, scripting, alerts, and integration with CTI (Computer Telephony Integration).

20. What is CTI and how does the Interaction Center integrate with telephony?

    CTI (Computer Telephony Integration) links phone systems with the IC. SAP CRM integrates via SAPphone / the Integrated Communication Interface (ICI) using SAP BCM or third-party contact-center software, enabling screen pops, automatic account identification (ANI/IVR), call control, and multichannel routing.

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