BTC - Service Innovation Center For Application Implementation

BTC - Service Innovation Center for Application Implementation
CRM Process Description: Oracle's integrated Customer Relationship Management

(CRM) solution is a set of applications that give you information-driven sales, service,
and marketing. Oracle CRM is built on an open, standards-based architecture that
streamlines business processes, improves data quality, and allows all your key divisions
to draw from the same source of data.
CRM_L1_High Level Business Process Model
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PLAN CAMPAIGN TO RESULTS: Marketing is a comprehensive tool that plans,

executes, and analyzes results of audience-specific, customer- focused marketing
campaigns. In Oracle Marketing terms, a Campaign is a collection of marketing activities

designed to support a goal. Planning a Campaign includes:
Creating the campaign
Associating products and offers
Determining the budget
Obtaining concept and budget approvals
Associating costs, revenues, and other metrics
CRM_L2_Plan Campaign to Results Business Process Model
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Creating a Campaign:
Responsibility: Marketing User

Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard
Create Campaigns
Bins
A campaign is the vehicle for putting out information about an organization's products,
services, offers, and messages to existing and potential customers.
Click on Campaign tab.

4
Navigation: Marketing User > Campaign Dashboard > Campaign Dashboard >
Campaigns
Click on Create Campaign button.

5
Campaigns > Create Campaign
Enter the required details as Type, Name, Star & Dates, Coordinator and Objective
Click On
Apply
Click on Apply button.
Approval: Approvals are needed for most objects created in Oracle Marketing
(campaigns, campaign activities, events, event activities, one-off events, offers, and
deliverables). Objects are approved according to your organization's business rules and
approval processes. A Theme Approval is required for the Campaign created.
Campaigns > Create Campaign > Submit for Theme Approval
The Status of the Campaign created will be New.
Click on Submit for Approval button.

Campaigns > Create Campaign > Submit for Theme Approval
Theme approval defined

for the selected setup is
picked
Click on Submit button
Now the Status of the Campaign will be Pending Concept Approval.
After the Theme Approval is done the Status of the Campaign will be Planned
10
Insight to Campaign Plan: A marketing campaign is a collection of marketing activities

designed to support a goal. Campaigns are the vehicle for putting information about an
organizations products, services, offers, and messages in front of customers and potential
customers. Executing a campaign includes:
Creating a campaign activity by selecting channels and setting dates.
Creating a target list.
CRM_L3_Insight to Campaign Plan Business Process Model
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Defining Marketing Activities: A Campaign Activity is the delivery tool for a marketing
campaign. After pre campaign analysis and planning, marketers create campaign
activities, each with a specific purpose and using a specific channel.
Responsibility: Marketing user
Campaigns > Create Campaign > Activities
Change the status from Available

to Active. Only then you can
create activities for this campaign
Click this to create

Activities for this
campaign
Click on Create Activity tab.
12
Enter the Required details as Template, Channel, Name, Launch On and Marketing
Medium.
Click on Apply button
13
A Confirmation is given after the marketing Activity is created as shown below

Campaigns > Create Campaign > Activities
When approvals are not required, you can
directly activate the campaign schedule (this
is controlled through the template setups)
14
Define Marketing Budgets: Budgets in Marketing are the funding source for a variety of
objects. The objects, such as campaigns and events, may require other approvals before a
funding request may be made. Budgets may exist in a hierarchical structure, a root budget
supplying funds to child budgets, allowing managers to view and control their costs.
Campaigns > Create Campaign > Budgets
Click on Budget tab
15

Campaigns > Create Campaign > Budgets
After creating budget request
click here for budget approval
Click this for creating a

budget request
Click on Manage Budget button
16
Line Budget Creation: To source funds for a campaign, you need to associate a
campaign to a budget.
Campaigns > Create Campaign > Budgets > Manage Budgets
Enter the Source Type & Name details of the budget
Select the budget that sources funds

to this campaign
After the required information is entered click on Create button.
17

Campaigns > Create Campaign > Budgets > Manage Budgets
Click here to preview the Line

Budget Approval details
Budget approval rule defined for the setup

is picked up. This is triggered only after the
Line Budget Approval is done
18
Creating Marketing Media: Marketing Media is the means of communication, as radio

and television, newspapers, and magazines that reach or influence people widely.
Responsibility: Oracle Marketing Super User
Navigation: Marketing Online > Administration > Marketing > Marketing Media
Click on Create button to create a new Marketing Media
19

Navigation: Marketing Online > Administration > Marketing > Marketing Media >Create
Enter the details like Marketing Medium name, Country, Active Date and Rating.
Click on Create button for the Marketing media to be created.
20
Execute Campaign to Event: Marketers often participate in trade shows, conduct

seminars, and create Web events to generate leads. These types of events are the key
means for marketers to educate potential customers about a product or service and to
build brand recognition.
CRM_L3_Execute Campaign to Event Business Process Model
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Define Products: A product is considered anything you make, purchase or sell, including
physical items you can stock in inventory. After the Marketing Activities are defined you
need to add the Products to the Activities defined.
Navigation: Marketing User > Campaign Dashboard > Create Campaign > Update
Campaign > Offering
Click this to Add products
Click on Add Product button.
22
On the Click of Add products all the products available for the Particular Activity are
displayed.
Navigation: Marketing User > Campaign Dashboard > Create Campaign > Update
Campaign > Offering > Add Products
Select the products required for the Campaign execution.
Click on select button.
23
Define Segments: Market segmentation identifies groups of customers, or prospects that

satisfy business-defined strategic or tactical criteria. For example, a car manufacturer
may need to identify different types of consumers based on lifestyle preferences to
segment their car buying market accordingly. Once segments are identified, marketers
may develop specific marketing programs that will uniquely target each segment.
Responsibility: Marketing user.
Navigation: Marketing user > Campaign Dashboard > Audience Workbench > Segments
Click on Create button
24

> Create
Enter the details like Segment Name, Code, Type, Owner and Description.
Click on Create button to the changes to be effected.
25

> Create
26
Define Schedules: Schedules set up the actual delivery of the marketing campaign. They
determine when specific marketing activity is going to take place, what the methodology
of that activity is, and how the responses will be captured. They also determine how any
mailing or calling lists, cover letters or other content are used and what deliverables, if
any, are involved.
Define location and logistics: Location and Logistics determine where specific
marketing activity is going to take place, what the methodology is used for delivering of
products.
Navigation: Marketing Online > Administration > Marketing > Geographic location types
Define Communication plans and required collateral: Deliverables are marketing

collateral that you can distribute to customers across multiple channels. Each deliverable
27
object represents hard or soft collateral which is associated with a campaign or an event.
Communication plan include the way the Organization has reached the customers to give
its deliverables.
Navigation: Marketing Online > Deliverable

Navigation: Marketing Online > Deliverable > Create
28
Enter the required information as Setup type, Name, Delivery Medium and Sub Category
The Deliverable is created.
29
30
Define Metrics and Offers: An offer is an incentive designed to entice someone to

purchase your product or service. It can take several different forms depending on who
your target audience is and what you want the offer to accomplish.
Responsibility: Oracle Marketing Super User.
Navigation: Marketing Online > Offers
31

Navigation: Marketing Online > Offers > Create
Enter the required information as Setup Type, Name and Currency
Click on Create button.
32

Navigation: Marketing Online > Offers > Create
33
Manage registrants and lead and analyze results: Marketing provides the necessary
functionality to analyze, generate, and manage a list of customers and prospects through
which leads are obtained.
Navigation: Marketing Online > Administration > Leads
34
Execute Campaign to Email, web, Advertising: Campaign management in Marketing

focuses on planning, coordinating, and executing multi-channel marketing campaigns
(via e-mail, direct mail, Web sites, phone, and other indirect marketing media). Marketing
offers real-time personalization and product recommendations as part of a Web campaign,
or as eMerchandising in conjunction with a Web store such as iStore.
CRM_L3_Execute Campaign to Email, web, Advertising Business Process Model
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Execute Campaign to Direct Mail & Advertising: Campaign management in

Marketing focuses on planning, coordinating, and executing multi-channel marketing
campaigns via e-mail, direct mail, Web sites, phone, and other indirect marketing media
Navigation: Campaign Dashboard > Campaign
Click on Create Activity button
36

Navigation: Campaign Dashboard > Campaign > Create Activity
Enter the Details as Template, Channel, Name, Coordinator, Launch On and Objective.
37
The Conformation Details are as shown below:
38
Execute Campaign to Email: Campaign management in Oracle Marketing focuses on

planning, coordinating, and executing multi-channel marketing campaigns via e-mail and
other indirect marketing media.
The Channel should be selected as Email
Click on Apply
39
40
Execute Campaign to Web: Marketing offers real-time personalization and product

recommendations as part of a Web campaign, or as eMerchandising in conjunction with a
Web store. You can place a Web Ad or Offer in placements defined for a Web site, such as
Oracle iStore by creating a campaign activity of type Web Ad or Web Offer.
Click on Apply button.
41
42
Execute Campaign to Telesales: Campaign management in Oracle Marketing focuses on

planning, coordinating, and executing multi-channel marketing campaigns via e-mail,
direct mail, Websites, phone, and other indirect marketing media.
43
44
Generate Target List: List management is the process of analyzing, generating, and
managing a list of customers or prospects. By filtering the lists based on simple or
complex criteria, marketers can generate target lists for specific marketing activities.
Navigation: Campaign Dashboard > Campaign > Activity > Target Group
Click on Target Group tab.
45
On the Click of Target Group tab the following details are shown
46
Generate Lead for Telemarketing: Campaign management in Tele Marketing focuses

on planning, coordinating, and executing marketing campaigns via Telephony.
CRM_L3_Lead for Telemarketing Business Process Model
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Event Registration: Marketers often participate in trade shows, conduct seminars, and
create Web events to generate leads. These types of events are the key means for you to
educate potential customers about a product or service and to build brand recognition.
Responsibility: Oracle Marketing Super user.
Navigation: Marketing Online > Events
An event can be a seminar, a class, a product demonstration, or any other activity that is
location specific. You can create an event as a stand-alone activity or as part of a
campaign. Click on Create button.
48

Navigation: Marketing Online > Events > Create
Enter the Required details as Setup type, Name, Type, Start & End Dates and Country.
49
The Event Details are as shown below:
50
Event Registration Process:

Navigation: Marketing Online > Events > Registrations
51
Capture and manage leads: Marketing provides the necessary functionality generate,
and manage a list of customers and prospects through which leads are captured.
Navigation: Marketing Online > Administration > Leads
52
Fulfillment of Requests: Fulfillment is the process of compiling and distributing

information to customers. Oracle One-to-One Fulfillment consists of an application
programming interface (API) and a server. The Oracle One-to-One Fulfillment API is
used by Oracle Marketing to initiate a request for fulfillment processing. It compiles and
sends content, such as product literature, proposal templates, welcome letters, and other
electronically stored documents to an output device. Output devices include e-mail, fax,
and print servers.
Navigation: Marketing Online > Administration > Marketing > Fulfillment Set up.
Click on create button
53

Navigation: Marketing Online > Administration > Marketing > Fulfillment Set up.
54

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