An intensive professional development training course on
SAP CRM: Customer Relationship and Sales Management
Driving Customer Engagement, Loyalty, and Profitability through Integrated CRM Solutions
Why Choose SAP CRM: Customer Relationship and Sales Management Training Course?
In a business world defined by personalization, competition, and digital transformation, the customer relationship has evolved into a core strategic asset. To maintain customer loyalty, organizations must combine data-driven insights with operational efficiency and service excellence. SAP Customer Relationship Management (SAP CRM) enables enterprises to manage every aspect of the customer lifecycle — from marketing and sales to service and analytics — within one integrated platform.
This SAP CRM: Customer Relationship and Sales Management training course provides participants with a deep understanding of SAP CRM’s role in enhancing customer relationships, improving sales performance, and delivering exceptional service experiences. The course explains how SAP CRM integrates with other SAP modules (such as SD, FI, and BW) to unify customer data, automate workflows, and support real-time decision-making.
Participants will gain practical knowledge of configuring, managing, and using SAP CRM functionalities across marketing, sales, and service domains. By exploring best practices and hands-on exercises, delegates will learn how to align CRM initiatives with organizational goals, increase revenue, and strengthen customer retention. The course also emphasizes the evolution of SAP CRM into cloud-based solutions such as SAP C/4HANA and Customer Experience (CX) platforms.
What are the Goals?
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 CRM processes for marketing, sales, and service operations
- Utilize customer master data, interaction records, and business transactions effectively
- Implement campaign management, opportunity tracking, and service request handling
- Integrate SAP CRM with ERP, analytics, and e-commerce systems
- Use analytics and reporting tools to assess customer performance and satisfaction
- Apply CRM strategies to enhance loyalty, engagement, and long-term business growth
Who is this Training Course for?
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
- Digital transformation and IT managers
- Project managers responsible for CRM implementation or improvement
How will this Training Course be Presented?
This training course will utilise a variety of proven adult learning techniques to ensure maximum understanding, comprehension and retention of the information presented. This includes an interactive mixture of lecture-led learning & group discussions.
The Course Content
- 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
- 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
- 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
- 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
- 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
Certificate and Accreditation
- AZTech Certificate of Completion for delegates who attend and complete the training course
In Partnership With
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Frequently Asked Questions
Yes, we offer tailored corporate training solutions to meet your organization’s specific needs. Please contact us at info@aztechtraining.com or call +971 4 427 5400 for more information.
Our training programs are hosted at luxurious five-star hotels in prestigious destinations across the globe. Some of our popular locations include Dubai, London, Kuala Lumpur, Amsterdam, New York, Paris, Vienna, and many other iconic cities.
The training fees include full access to the training venue, along with comprehensive training materials to enhance your learning experience. Additionally, participants will be provided with writing supplies and stationery. To ensure comfort and convenience, the fee also covers lunch and refreshing coffee breaks throughout the duration of the course.
Once your registration is successfully completed, you will receive a confirmation email within 24 hours. This email will contain your registration details, invoice, and the necessary joining instructions for the course.
There are several convenient ways to register for our training programs:
- Online: Explore our training calendar, choose the course that suits your needs, and click the “Register Now” button on the course details page.
- Email: Share your details, including your name, organization, email address, and selected course, by sending an email to info@aztechtraining.com
- Phone: Reach out to us directly at +971 4 427 5400 or +971 4 427 5407, and our team will guide you through the registration process.
