What is the SAP Sales Cloud?

The SAP Sales Cloud supports companies' entire sales process. A number of steps are automated with the help of AI.

The integrated artificial intelligence also provides valuable information that can be used to optimise customer interaction.

The SAP Sales Cloud is a cloud-based CRM system (customer relationship management system) for sales. The software maps all phases of the sales process in companies:

• from lead generation to
• opportunity management and
• the preparation of quotations through to
• to order management.

A particular strength of the CRM solution lies in its ability to automate numerous steps of this process.

Another focus of the SAP Sales Cloud is the provision of sales-relevant data, analyses and recommendations. This information enables the sales team to approach prospects and customers in a much more targeted manner. This in turn increases sales success.

The SAP Sales Cloud offers a wide range of functions for sales. Its features are primarily designed to

• Make sales processes more efficient,
• improve the utilisation of sales opportunities and
• strengthen customer loyalty in the long term.

The most important features of the cloud CRM software are

Customer master data management

Customer master data management is the centrepiece of the SAP Sales Cloud. It enables the management and maintenance of all relevant customer information.

Sales employees can create detailed profiles that include contact persons with contact details and position. The central storage of this information ensures a consistent customer approach and is also the basis for personalised communication.

Lead management

Lead management in the SAP Sales Cloud enables the systematic recording, qualification and maintenance of potential customers (leads). These can be recorded manually or imported from various sources such as web forms and emails. They are then evaluated based on predefined criteria.

Promising leads can be automatically prioritised by the CRM solution. In addition, all important information for lead qualification is provided by the platform. This enables targeted further processing in sales.

Opportunity management

Opportunity management is used to manage and process sales opportunities within the SAP Sales Cloud. It enables sales teams to record and track potential deals in a targeted manner and systematically increase the probability of closing them.

By centralising all relevant interactions, sales activities and status reports, progress can be tracked at all times. AI-supported forecasts help to assess the prospects of success and adjust the sales strategy.

Quote management

Quote Management enables quotes to be created, sent to customers and tracked directly and semi-automatically from the CRM.

Thanks to ready-made quote templates and extensive customising options, quotes can be individually adapted to your own branding and specific company requirements. This ensures standardised, professional documents and reduces sources of error in the sales process.

Pricing can also be regulated with the SAP Sales Cloud. This ensures a consistent approach with regard to discounts, conditions and contract details.

Order management

With Order Management, companies manage the entire order process, from order entry to delivery. The cloud solution offers functions for automatic order processing and for monitoring order status and deliveries.

Integrated reporting also enables open orders and their status to be tracked. This improves planning reliability and reduces delays. The in-depth integration with other SAP systems ensures end-to-end processing.

Guided selling

Guided selling uses AI to help sales staff conduct structured sales conversations. It is an interactive sales support system based on real-time data.

The system suggests product recommendations and provides assistance on how best to conduct the conversation. Details on this feature are available in the section "What is Guided Selling in the SAP Sales Cloud?".

Sales dashboard

The sales dashboard serves as a central control unit in digital sales. It provides a 360-degree view of each customer - including account history, schedule and relevant KPIs.

Intelligent insights and AI-generated recommendations are also used to optimise sales interactions and increase responsiveness. Among other things, the dashboard prioritises leads and opportunities with a high probability of conversion. It therefore supports targeted acquisition and accelerates the sales process.

Analyses and forecasts

The SAP Sales Cloud includes extensive functions for analysing and forecasting sales data.

The options include, for example, clustering customers and analysing the sales funnel with the corresponding conversion points. Among other things, these analyses provide insights into the phase of the sales process in which potential customers drop out and the possible causes behind this.

The forecasting functions of the SAP Sales Cloud can be used to create reliable forecasts for the sales pipeline, the expected number of sales and the performance of individual sales departments. Information of this kind supports sound strategic planning and the early adjustment of sales strategies.

Mobile SAP Sales Cloud app

The mobile SAP Sales Cloud app enables sales staff to access all the necessary customer data and carry out sales activities directly while on the move.

With intuitive, mobile-optimised functions, sales processes can also be flexibly controlled in the field. The app supports fast, direct interactions with customers. It also makes work easier with prescriptive recommendations, guided selling and intelligent insights.

Sales automation

Sales automation is a particularly valuable feature of the SAP Service Cloud.

It aims to increase sales efficiency, closing rates and revenue. In detail, automation is used in almost every phase of sales.

Some examples are

• Automatic lead capture and qualification
• Systematic tracking of sales opportunities with priority
• Dynamic creation of quotations with automated dispatch
• Automated order entry and invoicing
• Automated follow-up emails after contracts have been concluded
• Automated contract renewals
• Upselling suggestions by recognising business potential

Dynamic visit planning

Dynamic visit planning helps sales staff to organise customer visits efficiently and in a targeted manner.

The system takes into account various factors such as stored visit intervals, turnover and turnover potential, the current customer mood and the time available.

The optimum routes are automatically calculated on this basis. This allows the sales force to target customers in a targeted manner while saving time and resources. It also ensures consistent, continuous customer care.

Guided Selling is intelligent sales support in the SAP Sales Cloud that guides sales employees through the sales process.

With the help of artificial intelligence (AI), the system analyses customer profiles, previous transactions and current interactions to generate individual product recommendations.

This results in offers that are optimised for the current sales situation. The system also provides structured dialogue guidelines and specific recommendations for action, so that even less experienced employees can provide confident and targeted advice.

Yes, the SAP Sales Cloud uses artificial intelligence (AI) to make sales processes smarter and more automated. The AI functions are versatile and support sales teams in the following tasks, among others:

• Predictive models: AI-based algorithms analyse sales data and recognise patterns to create precise sales forecasts.
• Lead prioritisation: AI automatically evaluates leads and suggests the most promising contacts.
• Automation of administrative tasks: Routine tasks such as recording interactions or updating customer profiles are carried out automatically.
• Optimisation of customer approach: The AI analyses communication patterns and delivers personalised content based on previous interactions.

The SAP Sales Cloud brings with it numerous advantages that are noticeable both internally and in terms of the customer relationship. The following added values are particularly worth mentioning:

• Increased sales efficiency through process automation
• Shorter response times thanks to centralised availability of data
• Higher closing rates thanks to precise lead prioritisation
• Improved customer loyalty through personalised contact
• Time savings in the field thanks to mobile use
• Increased planning reliability through accurate sales forecasts
• Reduction of errors through standardised quotation processes
• Better basis for decision-making thanks to data-based analyses
• Standardised sales management through central control

Today's SAP Sales Cloud emerged from a series of predecessor systems, with the SAP C4C Sales Cloud being the direct predecessor. To illustrate the connection, the historical development of the SAP CRM portfolio is briefly outlined here:

1. Origin: SAP Hybris

SAP Hybris was a comprehensive suite for customer interaction and commerce solutions that SAP integrated through the acquisition of Hybris in 2013. There were several modules in the Hybris family, including

• SAP Hybris Cloud for Sales
• SAP Hybris Cloud for Service
• SAP Hybris Commerce
• SAP Hybris Marketing

2. Restructuring to SAP Cloud for Customer (C4C)

In 2017, SAP decided to rebundle the Hybris solutions and integrate them into the SAP Cloud for Customer (C4C). This had two core modules:

• SAP C4C Sales Cloud (formerly Hybris Cloud for Sales)
• SAP C4C Service Cloud (formerly Hybris Cloud for Service)

The C4C Sales Cloud already includes some of the functions of today's SAP Sales Cloud - such as lead management, opportunity management and mobile use.

3. Extension to the SAP Customer Experience Suite

A short time later, the C4C platform was further developed and integrated into the SAP Customer Experience Suite (SAP CX), which is still available today. As part of this transformation, the SAP Sales Cloud was established as an independent and further developed solution. SAP Sales Cloud V2 has existed since 2021.

SAP Sales Cloud V2 is the enhanced version of the original Sales Cloud. It is characterised by a modernised user interface, optimised performance and extended use of artificial intelligence.

Thanks to the revised architecture, SAP Sales Cloud V2 is not only more powerful, but can also be better customised to the individual needs of companies. The V2 version also offers additional functions and extended integration options, particularly for sales automation.

Another highlight of the V2 version is the even closer integration with the other components of the SAP Customer Experience Suite, which further simplifies cross-departmental collaboration.

The Salesforce Sales Cloud and the SAP Sales Cloud are leading CRM systems on the market. However, they differ in some key aspects.

The Salesforce Sales Cloud is primarily known for its fast implementation, user-friendliness, flexibility and extensive expansion options. It is primarily aimed at small and medium-sized companies that are looking for a centralised (stand-alone) solution for customer interactions.

The SAP Sales Cloud, on the other hand, is deeply integrated into the SAP system landscape, particularly in ERP solutions such as SAP S/4HANA. It is particularly suitable for larger companies with complex sales processes, high automation requirements and the desire to fully integrate CRM into ERP processes.

SAP Business ByDesign CRM is a component of the SAP Business ByDesign cloud ERP solution. This is primarily aimed at fast-growing SMEs that want to implement ERP software in a short space of time.

SAP Business ByDesign CRM is the CRM component of the solution. The core functions of the tool are lead and opportunity management, campaign management, quotation and order management and service management.

In contrast, the SAP Sales Cloud has a wider range of functions. The integration strategy is also different: Here, the focus is clearly on interaction with the "big" ERP solution SAP S/4HANA.

The SAP Sales Cloud's ability to integrate with other systems is one of its greatest strengths. Thanks to open interfaces (APIs) and ready-made integration modules, the Sales Cloud can be easily connected to various SAP and third-party systems.

Examples of SAP integrations include

• SAP S/4HANA: enables a continuous flow of information between sales, finance and logistics
• SAP Customer Data Cloud: enables centralised, data protection-compliant management of customer data (e.g. preferences), allowing personalised sales processes to be implemented
• SAP Service Cloud: combines sales and customer service to ensure a standardised customer approach and process customer concerns holistically

The following third-party integrations are also possible:

• Microsoft Office 365: integration of emails, calendars and documents into sales processes
• Google Workspace: synchronisation of appointments and documents with the CRM system
• Marketing automation tools: Transfer of leads from campaigns for further processing in sales
• Telephony systems (Computer Telephony Integration): optimises telephone communication with customers