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SAP CRM: Customer Relationship and Sales Management

Driving Customer Engagement, Loyalty, and Profitability through Integrated CRM Solutions

SAP CRM: Customer Relationship and Sales Management

Course Schedule

Classroom

No classroom dates are currently available.

Online

Training Introduction

In today’s competitive and digital business environment, customer relationships have become strategic assets. Organizations need to combine data-driven insights, operational efficiency, and service excellence to maintain loyalty and drive profitability. SAP Customer Relationship Management (SAP CRM) enables enterprises to manage the entire customer lifecycle — from marketing and sales to service and analytics — within a single integrated platform.

The SAP CRM: Customer Relationship and Sales Management Training Course equips participants with a deep understanding of SAP CRM functionalities and their role in enhancing customer engagement, boosting sales performance, and delivering superior service experiences. Delegates will explore how SAP CRM integrates with other SAP modules such as SD, FI, and BW to unify customer data, automate processes, and support real-time decision-making.

Through hands-on exercises, practical workshops, and real-world examples, participants will learn to configure and manage marketing, sales, and service operations efficiently. The course emphasizes best practices for aligning CRM initiatives with organizational goals, strengthening customer retention, increasing revenue, and transitioning toward cloud-based solutions like SAP C/4HANA and SAP Customer Experience (CX) platforms.

Key Focus Areas of This Course:

  • Understanding SAP CRM architecture, components, and integration with SAP ERP, BI, and e-commerce
  • Configuring marketing campaigns, segmentation, and lead management processes
  • Managing sales opportunities, pipeline tracking, quotations, and order processing
  • Handling service requests, field service operations, and customer support workflows
  • Leveraging customer master data, interaction histories, and transactional data for insights
  • Using analytics, dashboards, and KPIs to evaluate customer performance and satisfaction
  • Applying CRM strategies to drive customer loyalty, engagement, and long-term growth

What are the goals?

This course equips participants with the expertise to implement and manage SAP CRM for improved customer engagement and business outcomes. Learners will gain practical skills to optimize marketing, sales, and service operations while leveraging analytics for strategic decision-making.

By the end of this training course, participants will be able to: 

  • Understand the architecture and core functionalities of SAP CRM within the SAP ecosystem
  • Configure and manage marketing, sales, and service processes
  • Utilize customer master data, interaction records, and business transactions effectively
  • Implement campaign management, opportunity tracking, and service request workflows
  • Integrate SAP CRM with ERP, analytics, and e-commerce systems
  • Analyze customer data using dashboards, KPIs, and reporting tools
  • Apply CRM strategies to enhance customer loyalty, engagement, and long-term growth

Who is this Training Course for?

This course is ideal for professionals responsible for customer relationship management, sales, marketing, and service delivery. It is particularly suitable for those seeking to implement or optimize SAP CRM to enhance customer engagement and business performance.

This training course is suitable to a wide range of professionals but will greatly benefit: 

  • Sales and marketing professionals
  • Customer service and relationship managers
  • SAP CRM consultants and business analysts
  • IT and digital transformation managers
  • Project managers overseeing CRM implementation or optimization initiatives

How will this Training Course be Presented?

The course employs a combination of interactive lectures, group discussions, hands-on exercises, and workshops to ensure participants achieve full comprehension and skill mastery. Delegates will engage in real-world simulations to configure marketing, sales, and service workflows within SAP CRM.

Through case studies and practical exercises, participants will gain confidence in managing customer data, tracking sales opportunities, and delivering high-quality service operations. This approach allows learners to apply theoretical knowledge in realistic scenarios, ensuring they are ready to implement SAP CRM solutions effectively and drive measurable customer and business outcomes.

The Course Content

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

Anderson

Aztech Training

Aztech Training

COPEX

COPEX

Frequently Asked Questions

Quick answers to common questions about this training course.

Absolutely. Coventry Academy provides customised in-house training solutions for organisations seeking a tailored learning experience. The SAP CRM: Customer Relationship and Sales Management training course can be adapted to reflect your organisation's objectives, industry requirements, operational challenges, and strategic priorities. Delivered exclusively for your team, customised training enables organisations to maximise relevance, encourage collaboration, and achieve targeted development outcomes. Our team will be pleased to discuss your requirements and develop a solution that aligns with your goals.

Absolutely! If you’re attending one of our courses at an international venue, we can help
with hotel reservations and entry visas. Just reach out to our Customer Service team:

  • Phone: +971 4 420 8304
  • Fax: +971 4 420 8304
  • Email: info@coventryacademy.com

No prior experience is required to attend the SAP CRM: Customer Relationship and Sales Management training course. The course is designed to accommodate participants from diverse professional backgrounds and varying levels of experience. While some familiarity with the subject matter may help participants gain additional value from certain discussions and activities, the course content is structured to ensure that both newcomers and experienced professionals can fully engage with the learning experience and benefit from the training.

Our dedicated support team is available to assist you with any questions regarding the SAP CRM: Customer Relationship and Sales Management training course, including course content, scheduling, registration, corporate bookings, and customised training solutions. We are committed to providing prompt and professional assistance throughout your learning journey.

📞 Phone: +971 58 840 7925

📧 Email: info@coventryacademy.com

🌐 Website: coventryacademy.com

Registering for a course is super easy! Here’s how you can do it:

  • Online: Pick your course, hit the "REGISTER" button, fill out the form, and
    submit it.
  • Email: Drop us a line with your details at info@coventryacademy.com.
  • Phone: Give us a call at +971 4 420 8304 to book your spot.
  • Fax: Fill in the booking form (you’ll find it in our brochures, flyers, or catalogue)
    and fax it to [+971 4 420 8304](tel:+97144208304).

The SAP CRM: Customer Relationship and Sales Management training course is designed to be practical, engaging, and highly interactive. Participants benefit from a dynamic learning environment that combines expert-led presentations, facilitated discussions, case studies, practical exercises, and collaborative learning activities. The focus is on developing knowledge that can be applied immediately within the workplace, ensuring participants gain both valuable insights and practical skills that support improved professional performance.

Your course fees cover:

  • For classroom courses: printed materials, lunch, and refreshments.
  • For online courses: all materials sent to you by email.
  • A certificate of completion or attendance.

You’ll need to make payment before the course starts. Here are your options:

  • Bank draft
  • Cash
  • Credit card
  • Wire transfer

Heads up: If we don’t receive payment before the course begins, we may have to deny
admission.

We delivers training courses in carefully selected professional venues that provide a comfortable and productive learning environment. Classroom-based courses are typically hosted in premium international venues with modern facilities and dedicated training spaces designed to support effective learning. Participants also benefit from a professional setting that encourages networking, collaboration, and knowledge sharing with peers from diverse industries and backgrounds.

The SAP CRM: Customer Relationship and Sales Management training course is designed for professionals seeking to strengthen their knowledge, enhance their capabilities, and achieve greater impact within their organisations. It is suitable for managers, supervisors, team leaders, technical specialists, consultants, and professionals at all career stages who wish to expand their expertise and stay current with industry developments. Whether you are looking to advance your career, improve workplace performance, or prepare for new responsibilities, this course provides valuable knowledge and practical insights to support your professional growth.

Our courses are led by top-notch international instructors. They’re not just academically qualified—they’ve also got years of real-world experience. They bring practical insights and deep knowledge to every session, making your learning experience truly valuable!

Yes. Participants who successfully complete the SAP CRM: Customer Relationship and Sales Management training course will receive a Coventry Academy Certificate of Completion, recognising their commitment to professional development and continuous learning. This certificate serves as formal evidence of participation and achievement and can support career progression, professional credibility, and ongoing development objectives. Where applicable, details regarding professional development credits or accreditation will be provided within the course information.

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