Discern which aspects of your SAP Hybris Marketing project will make the biggest impact on its success so you can better mitigate the risks. Review this deck to learn about the key aspects that can lead to a successful project. For more about SAP Hybris Marketing visit us at: https://hybris.com/en/products/marketing

1. PUBLIC
Johannes Pfalzgraf, SAP Expert Services,
EMEA SubjectMatter Expert for Marketing Business Technology
October2017
SAP Hybris Marketing Cloud
Secrets for a
successful project

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Marketing technology is a living
creature. Feed it.

3. Project approach: Crawl, walk, run

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
CRAWL, WALK, RUN | Getting started & continuous success
Phase 1
CRAWL – Quick start
• Pilot one regionor country
• Provisioning
• Integrate max. three inbound data sources
• Key business scenarios,functionality & data
• Key user enablement
• High level designfor next phase
• On the job training for your MARTECH operationteam
Continuous success
powered by your
MARTECH team
WALK – Empower, rollout & enhance
• Empoweryour MARTECH operationteam
• Rollout to other countries, regions,divisions, brands, …
• Enhance business scenarios,functionality & data
• Additional inbound and outbound integrations
RUN – Continuous success
• Powered by your MARTECHoperation team
• Improve,Enhance & Adoptto consumer/customerneedsPhase 2
Phase n RUN Session recommendation:
“What comedy can teach you about marketing”
Anton Peters, Wednesday 17:00-17:20 Theater 4

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
CRAWL & WALK | Two ways to approach a project
MISSION & OBJECTIVES
JOURNEYS &
BUSINESS SCENARIOS
WBS items / User Stories
Functional & data scope
Functional & technical design
Implement, run & operate
STARTING POINT
BUSINESS
STARTING POINT
FUNCTIONAL
Functional scope
Data Definition
WBS items / User Stories
Functional & technical design

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
STARTING POINT
FUNCTIONAL
Functional scope
Data Definition
WBS items / User Stories
Functional & technical design
CRAWL & WALK | Recommended Practice: Business first
Implement, run & operate
MISSION & OBJECTIVES
JOURNEYS &
BUSINESS SCENARIOS
WBS items / User Stories
Functional & data scope
Functional & technical design
STARTING POINT
BUSINESS

7. Lessons learned and recommended practices

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
CRAWL LESSONS | From consumer journeys to business cenarios
Business scenarios are the key to a successful project setup
§ Ensure an assignment of Marketing Business to the project
§ Serve as basis for key business user enablement
§ Crawl phase adds business value and results in solution adoption
Welcome and
Educate
Product
Lifecycle
Usage
Experience
Brand
Awareness

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
CRAWL LESSONS | Project team setup
§ Make sure that the implementation team covers the three skill tracks
§ Map the team skills against the business scope
§ Ensure that every team member has gone through the role specific training curriculum
Project
Management
Data
Integration
Analytics Business
Technology

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
CRAWL LESSONS | Avoiding common project blockers
Legal compliance and data security needs to be ensured from the project start
§ Align the data harvesting and usage with the legal department and consider regulations like GDPR
§ Consent management should always be centralized in SAP Hybris Marketing
§ Existing architecture policies need to be validated and aligned with the business scope
Legal compliance Data security

11. Project guidance by SAP Hybris Expert Services

12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
SAP Hybris Expert Services for Marketing
What we bring to the table
To accompany the
project at all critical
moments for proactive
assessment, general
advice and
recommended practices
on how to best leverage
the product
Expert Guidance
To guide for success, along
functional and technical product
challenges where our deep
expertise is required.
Assess concepts or systems with
regards to scalability, future
potential and best possible use of
the product, based on
recommended practices
Deep Dive Advisory &
Quality Assurance

13. Thank you.
Johannes Pfalzgraf
SME Marketing Business Technology
SAP Hybris Expert Services
johannes.pfalzgraf@sap.com