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Chapter 8
Supporting the Sales Process with SAP
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-1
Learning Objectives
Q1. What are the Fundamentals of a Sales Process?Q2. How did the Sales process at CBI work before SAP?Q3. What were the problems with the Sales process before SAP?Q4. How does CBI implement SAP?
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-2
Learning Objectives
Q5. How does the Sales process work at CBI after SAP?Q6. How can SAP improve the integration of customer-facing processes at CBI?Q7. How does e-commerce integrate firms in an industry?
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-3
What Are the Fundamentals of a Sales Process?
• Sales Process Activities and Roles • Sales Process within the Value Chain at CBI• Main Sales Process Activities, Subactivities,
and Actors
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-4
What Are the Fundamentals of a Sales Process?
• Sales Process Activities and Roles– B2B and B2C sales
Figure 8-1Main Sales Process ActivitiesAnd Roles
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-5
What Are the Fundamentals of a Sales Process?
• Sales Process within the Value Chain at CBI– Sales and marketing
Figure 8-2Sales Process Within the ValueChain of CBI
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-6
What Are the Fundamentals of a Sales Process?
• Main Sales Process Activities, Subactivities, and Actors
Figure 8-3Main Sales Process Activities,Subactivities, andActors
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-7
What Are the Fundamentals of a Sales Process?
• Sales Process Activities and Roles • Sales Process within the Value Chain at CBI• Main Sales Process Activities, Subactivities,
and Actors
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-8
How did the Sales Process at CBI Work Before SAP?
• Six Roles– Three roles performed by people
• Sales Agent; Warehouse Manager; and Accountant
– Three roles performed by separate computer applications with separate databases (DB)• Sales DB; Warehouse DB; and Accounting
DB
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-9
How did the Sales Process at CBI Work Before SAP?
• Information Systems Silos– Sales DB: Monitor demand for materials– Warehouse Database: Manage inventory
levels– Accounting DB: Manage receivables
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-10
How did the Sales Process at CBI Work Before SAP?
• CBI’s Sales process– Involved several roles– Resulted in information silos– Inefficiencies
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-11
What Were the Problems with the Sales Process Before SAP?
• Sales Problems
• Warehouse Problems
• Accounting Problems
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What Were the Problems with the Sales Process Before SAP?
• Sales Problems– No current inventory data– Input errors
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-13
What Were the Problems with the Sales Process Before SAP?
• Warehouse Problems– Pick and pack for new customer is inefficient if
sale is cancelled– No way to share production or supply issues and
delays
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-14
What Were the Problems with the Sales Process Before SAP?
• Accounting Problems– Time spent on invoice and other errors– New customer delays
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-15
What Were the Problems with the Sales Process Before SAP?
• Sales Problems
• Warehouse Problems
• Accounting Problems
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-16
How Does CBI Implement SAP?
Figure 8-7Objectives and Measures forthe New Sales Process
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-17
How Does the Sales Process Work at CBI After SAP?
• Maintained same three people roles– Sales; Warehouse; Accounting
• Single shared database• Solutions to prior problems
– Sales– Warehouse– Accounting
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-18
How Does the Sales Process Work at CBI After SAP?
• Sales– Pre-sales activities also include updated pricing
conditions– Sales orders entered into a single, shared
database– Inventory updated in database– Messages sent to accounting for credit approval– Integrates with assembly
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How Does the Sales Process Work at CBI After SAP?
Figure 8-9 SalesOrder Screen inSAP of 50 StreamBikes to Heartland
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-20
How Does the Sales Process Work at CBI After SAP?
• Warehouse– Messages to create outbound deliveries for saved
sales orders– Order quantities automatically populated in
outbound delivery– Options to overwrite quantities– Post goods issue message to accounting
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How Does the Sales Process Work at CBI After SAP?
Figure 8-10Outbound Delivery ScreenIn SAP
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-22
How Does the Sales Process Work at CBI After SAP?
• Accounting– Messages received for credit checks– Messages received to create invoices– Invoices created from Billing Due List– Payments posted against customer open items
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How Does the Sales Process Work at CBI After SAP?
Figure 8-14 PostIncoming PaymentsScreen in SAP
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-24
How Does the Sales Process Work at CBI After SAP?
• The Benefits of SAP for the CBI Sales Process• Access to most recent data• New customer approval is more efficient• Warehouse doesn’t pack new customer orders in
advance• Fewer cancelled sales• More responsive to customers
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-25
How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• Integration of Customer-Facing Processes• Improving Customer-Facing Process
Integration by Sharing Data• Improving Customer-Facing Process Increasing
Process Synergy• SAP Integration Problems with Emerging
Technologies• Integration Challenges and Lessons
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-26
How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• Integration of Customer-Facing Processes• Customer Relationship Management (CRM)
Figure 8-15 Sample ofCustomer-Facing Processes
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-27
How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• Improving Customer-Facing Process Integration by Sharing Data
Figure 8-17 Examples ofData Sharing
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How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• Improving Customer-Facing Process by Increasing Process Synergy
Figure 8-18 ExamplesOf Process Synergy
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-29
How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• SAP Integration Problems with Emerging Technologies• Social CRM• Cloud-based CRM
• Software as a Service (SAS)
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-30
How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• Integration Challenges and Lessons• Challenges
• Processes impact other Processes• Conflicting objectives• Process change
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-31
How Can SAP Improve the Integration of Customer-Facing Processes at CBI?
• Integration Challenges and Lessons• Lessons
Figure 8-20ProcessIntegration Lessons
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How Does E-Commerce Integrate Firms in an Industry?
• E-Commerce• E-Commerce Integration• Merchant v. Nonmerchant companies• Improving Market Efficiency• Process Integration and Your Business Future
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-33
How Does E-Commerce Integrate Firms in an Industry?
• E-Commerce• Multifirm process of buying and selling goods and
services using Internet technologies
Figure 8-21E-CommerceIntegration
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How Does E-Commerce Integrate Firms in an Industry?
• Emergence• The way a complex system like an efficient supply
chain emerges from the interaction of a large number of simple interactions
• Interorganizational IS• IS used by more than one firm to interact with
each other
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-35
How Does E-Commerce Integrate Firms in an Industry?
• Merchant v. nonmerchant
Figure 8-22 Merchant andNonmerchant List
• Improving Market Efficiency– Disintermediation– Price elasticity
• Process Integration and your Business FutureCopyright © 2013 Pearson Education, Inc.
Publishing as Prentice Hall 8-36
Ethics Guide
• Are My Ethics for Sale?• Creative marketing?• Does integration cause an issue?
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-37
Conclusion
Q1. What are the Fundamentals of a Sales Process?Q2. How did the Sales process at CBI work before SAP?Q3. What were the problems with the Sales process before SAP?Q4. How does CBI implement SAP?
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-38
Conclusion
Q5. How does the Sales process work at CBI after SAP?Q6. How can SAP improve the integration of customer-facing processes at CBI?Q7. How does e-commerce integrate firms in an industry?
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-39
Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall 8-40
