How to Save Money on Your Trade Projects
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Transcript of How to Save Money on Your Trade Projects
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Orange County Convention CenterOrlando, Florida | May 15-18, 2011
How to save money on trade projects in 2011by using SAP Trade Promotion Management
David Voss
SAP America
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011:
SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates
Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 2
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Real Experience. Real Advantage.
[ SAP TPM Scenario Process Loop: Overview
1. Headquarter Planning Consensus plan (one number plan) top-
down, bottom-up, middle-out Sales budgeting, volume, revenue,
profitability, spending planning
Deal creation products, customers,timing, spending rules
2. Field Account Planning Pre-analysis of prior events
Event planning: Volume and spendingforecasts
Sales planning: Total volume salesforecasting
3. Sell-In and Negotiation Fact-based proposal generation Promotion-driven demand planning
integrated to supply chain planning Flexible contract management
4. Retail Execution,Validation, and Settlement Pricing conditions connected to order
entry resulting in accurate invoicing
Ability to capture in-store observations forsales rep execution
All data sent upstream for analysis
5. Pre and Post Evaluationand Analysis Key performance indicator
reporting
Integration from syndicated dataproviders
Plan vs. actual trackingof funds and volume
SAP 2011 / 3
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[ Integrated Trade Processes
4
HQ
Planning
&Budget-
ing
HQ
Planning
&Budget-
ing
Account
Mgt
Account
Mgt
Evaluation &Analysis
Evaluation &Analysis
Claims
Mgt
Claims
Mgt
Funds
Mgt
Funds
Mgt
Supply ChainERP
DisputeManagement
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011:
SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates
Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 5
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[
Solution
Richness
SAP 3.0SDP
SAP CRM5.0
SAP CRM4.0
Enterprise Suite
TPM Solution
SAP CRM 5.1/5.2
SAP CRM 2007
Best of Breed
TPM Solution
2002 2003 2004 2005 2006 2007 2008 2009 2010
SAP TPM over the years
Time
TFM, TCM
SAP CRM 7.0Stable core
SAP CRM 7.0 Ehp1
Web UI
SAP 2011 / 6
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[
Account & Trade Promotion ManagementImprove spend visibility and control while streamlining trade promotionmanagement processes for end-users
Funds Management enhancements increase flexibility and improvevisibility and control over trade spend
Trade Promotion Management enhancements streamline userinteraction and improve productivity
Trade Claims Management enables timely and accurate claimssettlement and cost assignments to trade spend activity
Benefits
Increase visibility andcontrol, ensure timelyand accurate settlementand improve end-userproductivity
SAP Account & Trade Promotion Management
Enhancements
SAP 2011 / 7
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Real Experience. Real Advantage.
[ Off Invoice EnhancementsTrade Promotion Management EnhancementsEffective / Expiration Date Enhancements
Repeat the same trade spend multiple times as long as there is no overlap in dates
Define effective dates at the Product level.
Check to prevent a retroactive off-invoice trade spend (based on condition type beingPR)
Provide the user ability to add a retroactive off-invoice condition based on Sales Area
If it is allowed to add a OI condition retroactively, then when a user adds a Trade Spend with aStart Date in the past, then a warning message is presented to the user. The user can save theTP.
If not allowed to add the OI condition retroactively, then the user will be presented with anerror message and cannot save the Trade Promotion
SAP 2011 / 8
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[ Spend Value OverviewTrade Promotion Management Enhancements
Single assignment block to enterusual spend values for a tradepromotion
Useful for promotions includingmany products with varying spendvalues
User can change: Spend values per product / category
(creates exceptions)
Dates per spend value per product /category (creates exceptions)
Take rate and off-invoice cap (if
applicable) List price and retail price
Volume (Product based -synchronized with the planninglayout)
Download to Microsoft Excel
Spend value and volume integration withthe planning layout
SAP 2011 / 9
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[ Spend Value OverviewTrade Promotion Management Enhancements
Two options for theassignment block: Product based (flat table with one row
per product and trade spendrepresented as columns)
Trade spend based (one row per tradespend with drill down to product andthe spend value in the columns)
Trade Spend Based
Product Based
SAP 2011 / 10
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Real Experience. Real Advantage.
[ Mass Approval enhancementsTrade Promotion Management Enhancements
Ability to mass approve as a background process Customize which Status (user or system) that Mass Approval relates to
Total row in results list
A table will stipulate which status to which the Mass Approval button changes the statusof the trade promotions. The table with have the following fields:
Application (e.g. MKT)
Object Type (e.g. TPM)
Sales Org.
Distribution Channel
Division
Status Profile
User Status
System Status
Maintain either a User Status or a System Status by Sales Org, Distribution Channel orDivision
The default customizing will be that for all sales orgs, dist channel,
divisions, the system status of Approved will be set.
SAP 2011 / 11
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[TaxationTrade Claims Management
Enable taxation of invoiceclaims and payments fromcustomersand vendors, deduction claims fromcustomers and MDF claimsfrompartners
Trade promotion planning, fund management, accrual and claimvalidation will always be based on net amount (tax free)
Settlement will calculated with and without taxes
Taxation procedure and determination will reside in ERP
SAP 2011 / 12
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Real Experience. Real Advantage.
[ Settlement to InvoiceTrade Claims Management
Settlement to invoice replicates CRM billing document to SDbilling document
Enable the localization made to SD billing for TPM related billing.
Use text and account determination defined is SD
Use output localization Unique and complete billing document numbering
SAP 2011 / 13
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[ Enhanced RebatesTrade Claims Management
Funds Management enhancements:
Upload detailed enhanced rebates statistics from ERP SD [already provided]
Create fund usages for detailed rebates statistics, rather than aggregating thestatistics up to the CRM planning level
Build accruals on detailed statistics, as account determination is on account
and product level. In case all the Products in the Category do not map tothe same G/L.
Claims Management enhancements:
Receive invoice claims or deductions from individual sold-tos, subordinatedto planning customer of the promotion. Validate these claims against
amounts accrued by individual account Pro-rate total claims payment amount to product level, based on amounts
accrued on sold-to and product level
Update ERP profitability accounting from settlement line items
on sold-to and product level
SAP 2011 / 14
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[ Duplicate Claim Identification & DiagnosisTrade Claims Management
Duplicate Checking ProcessTwo duplicate checking process with be available
Initial Check procedure - Until a TP has been applied to the Claim
Complete Check procedure After TP has been associated
Two new fields added to the Claim AB
Ignore Duplicate: Check box use by a claim analyst to remove the warning /error message for appearing each time the document is open.
Explanation: Will use by a claim analyst to explain why this claim is valideven though it is considered as a duplicate.
A new assignment block (AB) will be added to the Claim UI to display the list
of all duplicate claims. List of duplicates is persisted in the database
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011:
SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 16
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[Trade Promotion Agreement / Customer Plan
SAP 2011 / 17
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[ Creating Promotions within the Agreement
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[ Embedded report within Agreement
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[ Agreement enhancementsTrade Promotion Management Enhancements Trade Promotion creation from Agreement application
Trade Promotions can be created in the background as a job or in real-time
Administrator can customize which attributes get passed to the promotion oncreation from Agreement.
In customization table, it will be possible to set both attributes of the TradePromotion and also to specify which child data will be copied (for ex: attachments)
In addition, a BADI will be provided to enable customers to have additional flexibilityon the TP create process
Enhance Calendar view of the Agreement
From theAgreementsadvanced search page if the user clicks Switch ToCalendar button, the user is transferred to the Agreement structure view.
In the Agreement structure view in the calendar, the user can visualize both the
Agreement and the child Trade promotions BADI to cascade status from Agreement to Trade Promotion
The customer implementation should be able to use a BAdI to cascade
status changes from the agreement to the trade promotions assigned.
For example, the user changes the status of the agreement to
Released and this should change the status of the assigned promotions to Released. SAP 2011 / 20
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011:
SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 21
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Real Experience. Real Advantage.
[ What are live rates? Lives rates is a pay-for-performance concept that is used to allocate budget for
promotional spending
A live rate can be either a % or $ amount
In its simplest form, a live rate helps create a budget amount with the followingcalculation:
live rate ($ or %) x plan/actual amounts = $budget
If the live is a $ amount, then plan/actual amounts must be based on volume
If the live is a %, then plan/actual amounts must be based ona $ amount
SAP 2011 / 22
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[ Why use Live Rates? Pay-for-performance is the standard in North America and is a trend in other
areas of the world
Logical allocation of promotional budgets based on live rates
The CRM Fund checkbook is updated regularly to reflect the most accuratebudget based on updated planned/actual amounts
Transparency on how CRM Fund budgets are updated
Dynamic budget gives additional insight on actual performance so companies canadjust trade promotions as needed
Fund
Budget
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[ Live Rates Planning and Execution Processes
Two key processes:Planning
Set up live rates at higher levels in the customer/producthierarchies and distribute down
Can incorporate budgets from an external application
Detailed planning for customer/product category combinationsand time
Execution
Monitor live rates plan
Maintain and update live rates throughout entire lifecycle
Funds Management updates
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[ Live Rates in action: Planning Key drivers of the live ratesplanning include:
Planning Period Sales AreaAccount Hierarchy Product Hierarchy
Access for users based onTerritory Management
Plan live rates based oncustomer and product hierarchies
Designate meaningful levels inthe hierarchies to plan live rates
View live rates from accounthierarchy or product hierarchyperspective
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[ Planning in account hierarchy view
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[ Additional promotional budget
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[ Live Rates in action: Execution Update Funds in CRM
Identify different live ratetypes for different funds basedon fund type in order to buildbudgets for specific purposes
New budget postingtransaction to enable easier
tracking and reporting of liverates budget
Full funds management
capabilities for tradepromotion planning, executionand validation
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[ CRM Fund AFTER Live Rates Posting to FM
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011:
SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 30
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Real Experience. Real Advantage.
[ Integrated Marketing Calendar Definition
SAP 2011 / 31
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Real Experience. Real Advantage.
[ Integrated Marketing Calendar
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[
MarketingAnalytics
Segment& ListMnagement
Integrated Marketing CalendarMarketing Planning Calendar
Enhanced marketing planning calendar leverages state of the art UItechnologies to provide new visualization and interactivity forflexible planning through the marketing calendar
Multiple object views users can view campaigns by its types as well asbrands, products and customers
Interactive planning allows users to view dependent marketing activities,marketing project creation, rescheduling of planning activities all directlyfrom the calendar
Split Calendar provides a second Gantt chart to plan and managerelated marketing projects
Integrated campaign template users can lookup and drag and drop
campaigns directly on to the calendar
User personalization allows users to define status color codes, and theobject bar and tool tip descriptions
Benefits
Improve alignment andvisibility into allmarketing activities
Increase collaborationwithin marketing teams
in planning marketingcampaigns and programs
SAP 2011 / 33
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Real Experience. Real Advantage.
[ Integrated Marketing Calendar
SAP 2011 / 34
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011:
SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 35
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Real Experience. Real Advantage.
[ eSOA example with TPM
Scenario to Create Trade Promotions from a spreadsheet is:
Check that the promotions do not exist in CRM
Open the spreadsheet and review new promotions
Add personal calculation
Compare promotions and skip one Enter new promotions
Send the promotions to CRM (Create xml document)
Manual load of promotions (shown for demo purposes, this
would be automated) View the promotions in CRM
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[ Example Promotion for Upload via eSOA
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[ eSOA Details to assist with the upload
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[ Upload Process using eSOA
Parameter name Parameter value Comment
Filename with payload Enter the path to thexml file using F4
Target Interface name TradePromotionCRMBulkCreateRequest_In
Can create multiplepromotions
NAMESPCE http://sap.com/xi/CRM/Global2
protocol (http or https) http
http destination(optional)User name (backend) Avoids user log on
every time
Password (backend) Avoids user log onevery time
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[ After Upload with eSOA Promotions exist
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011: SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 41
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Real Experience. Real Advantage.
[
Low investment risk due todefined implementation prices
Implementation services deliveredby SAP Consulting
Fast and high-quality implementation
Lean product: Lean installation and hardware requirements
Predefined packaged scope implementation
Ramp-up of customer resourcesprovided by hands on learning ofSAP TPM solution
SAP TPM POC ServiceProject Benefits
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[
Foundation project which will driveaccelerated timeline for end-to-end project
Rapid deployment
Customer team able to execute tasks such as
installation of software insandbox/development landscape
Pre-project phase starts early
Tactic Impact
How Can We Be Successful? TPM POC Service
Predictable price and timelinePrescriptive scope:preconfiguredand documented in advance
Customer resources are actively engagedensuring continual knowledge transfer during
POC
Knowledge Transfer
Accelerators such project schedule andconfiguration guidesDelivered accelerators
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Real Experience. Real Advantage.
[
1.HeadquartersplanningTrade fund live accrual
Deals
Baseline models
Fund allocation
Preliminary OutlineTrade Promotion Management Proof of Concept Service
2.Account planningTrade fund checkbookTerritory management
Annual event Planning
Promotion planning
5.Evaluation andanalysis Plan vs. actual
Funds tracking
Marketing calendar
4. Retail execution,
validation, and settlement Invoicing/execution
Accruals
Settlement
Checkbook updates
1
2
34
5
3.Sell-in andnegotiation Status tracking
Promotion guidelines
Marketing calendar Promotion analytics
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Real Experience. Real Advantage.
[ Proof of Concept Timeline - 6 Weeks
Key Activities: Project Planning Project prep Complete installation of
Sandbox/Developmentenvironment
Confirm Scope
SAP Consulting: Delivery Manager SAP TPM Architect SAP TPM Functional
Lead Basis Middleware Consultant
Client Resources Project Manager Basis TPM Lead CRM Middleware
Key Activities: Complete Middleware Connection and Download Configure SAP CRM TPM standard solution Knowledge Transfer between Consultants and
Customer
SAP Consulting: Delivery Manager
SAP TPM Architect SAP TPM Functional Basis Middleware Consultant CRM Tools WebUI/ABAP Consultant BW/SEM BPS Consultant
Customer Resources: Project Manager Basis TPM Lead Business SMEs CRM Tools/WebUI CRM Middleware BW/SEM BPS
Key Activities: Complete Knowledge
Transfer ofSandbox/Developmentconfiguration
Validate standardconfiguration withBusiness SMEs
SAP Consulting: Delivery Manager SAP TPM Functional BW/SEM BPS
Consultant
Customer Resources: Project Manager Basis
TPM Lead Business SMEs
1 week 4 weeks 1 week
Solution ValidationSolution BuildProject Initiation
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[ ScopeYou can utilize resources from SAP Consulting for accelerated implementation
approach to enable a Proof of Concept TPM capabilities using SAP CRM in as littleas 6 weeks.
ResourcesSAP Consulting 3 full-time resources, 5
part-time resources
Customer 4+ full-time resources
Project timingApproximately 6 weeks
Value received:
Key capabilitiesTrade promotion management
Headcount planningmanagement
Account planning
Sell-in and negotiation
Retail execution, validation
Execution and analysis
Web-based UISAP R/3 integration
Lower project riskShorter time to value
Shorter project durationLower total cost of ownership
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[ Project Roles
SAP Roles
Delivery Manager
TPM Solution Architect
TPM Functional Resource (2)
CRM Tools Web UI/ABAPCRM Basis
SAP NetWeaver BW/SEM resource
Middleware resource
Client Roles
Project manager
TPM functional
SAP NetWeaver BW/SEM resource
SAP ERP sales and distribution,financial accounting, profitability analysis
Basis
Middleware
Tools ABAP, Web UI
Business subject matter experts
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Real Experience. Real Advantage.
[ Learning Points
How to save on your trade projects in 2011: SAPs Trade Promotion Management overview
New capabilities available with Enhancement Pack 1
Customer Plans / Agreements
Live Rates Marketing Calendar
eSOA
Using SAP TPM Proof of Concept Service
Next Steps to plan / move forward
SAP 2011 / 48
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Real Experience. Real Advantage.
[ Resources
Features and Functions: Trade Promotion Managementhttp://www.sap.com/solutions/business-suite/crm/featuresfunctions/tradepromotion/index.epx
Trade Promotion Management: Boost Brand Presence andProfitability with SAP Trade Promotion Management
http://download.sap.com/solutions/business-suite/crm/brochures/download.epd?context=6755C3ABC2B1FBBB1CBC553A64B5C02D85F1B8270CC006BF0
69EB028CFAC323E55E5217DDF5BBA4D8ABAF0A9537950CA7A90033447C83958
SAP: Strategic Value with Trade Promotion Managementhttp://download.sap.com/download.epd?context=1B0033DB5F88EF5A7F94AA5335E212BA83900D6FADE5DD4E97
9E4CC80F554F8B15976EE5D165396397524E5FE1278A961891F64A9C880078
CRM Overview:http://www.sap.com/solutions/business-suite/crm/index.epx
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[ Best Practices
Customer Plans or the Agreement object is the way to linkpromotions together and add value to the selling organizationby putting it all together.
Live Rates may be common in the US, but the trend is movingthis global and SAP has a solution to support. Remember toplan the year, not just the promotions.
The Integrated Marketing Calendar adds value by showing largeamounts of promotions graphically and great drill downcapabilities.
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[ Key Learnings
New functionality in CRM 7.0 Enhp 1 provide the drivers tostart your project or upgrade plans now. General releasecoming in June.
eSOA a term that describes how to upload tradepromotions. This capability is real and plan how to takeadvantage of it.
TPM Proof of Concept Service A proven method to start aproject off with a working solution and real value to theorganization.
The CRM 7.0 Enhancement Pack 1 is worth the wait and addsgreat capabilities to your trade execution solution.
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RealExperience.RealAdvantage.
[
] Thank you for participating.SESSION CODE: 3707
How to save money on your trade projects in 2011 by usingSAP Trade Promotion Management
Please remember to complete and return your
evaluation form following this session.
For ongoing education in this area of focus, visit www.asug.com.