In 2020, SAP is expected to make a significant change to its ‘Go to Market’ strategy as it pertains to its C/4HANA suite. In 2019, their sales teams had mixed bags with one team selling the CX suite of products and one team selling Sales Cloud & Service Cloud products. Add to the mix another team selling CPQ and SPM.

Confusing, to say the least. This year SAP will refocus on the core of the C/4HANA suite or the ‘3 legs of the stool’ ─ the combination of Commerce Cloud, Marketing Cloud, and Customer Data Cloud. The integration of these three cloud solutions gives businesses all the tools they need to provide differentiated customer experiences across channels and engage their customers with relevant marketing campaigns to convert unknown visitors into loyal customers. Let’s carefully examine each of these core solutions. SAP C/4HANA competes with prominent CRM systems vendors, including Oracle, Microsoft, and Salesforce’s SaaS CRM application.

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SAP Commerce Cloud

The SAP Commerce Cloud solution is a comprehensive commerce portfolio for both B2C & B2B applications. The solution consists of 3 main features:

The omnichannel storefront that gives customers a consistent view of products and services across all of their devices.
The central product content management user interface helps manage products and catalogs in one intuitive place across all shopping channels.
The experience management tool (Smart Edit) an easy to use drag & drop content creation tool to change or edit content across all channels quickly.

SAP Marketing Cloud

The SAP Marketing Cloud solution is a truly intelligent enterprise marketing solution. It provides marketers data-driven customer profiles and helps them create focused, in-the-moment marketing to target the audiences with relevant experiences. Marketers have the power to capture and manage customer profiles across all channels and get real-time insights into their behavior ─ on a single screen.

SAP Customer Data Cloud

The SAP Customer Data Cloud solutions enable businesses to convert unknown visitors into known, loyal customers by engaging with them across different channels and devices. The solutions also help build customer trust by demonstrating transparency in processing their data while giving them full control of their profiles, preferences, and consent settings. This provides a truly permission-based, first-party customer data trusted experience across all channels.

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Work with TA Digital

We have purposefully adjusted our SAP GTM strategy, resources, talent pool, and certification training plans to perfectly align with SAP’s new focus on these three core solutions within the SAP C/4HANA suite. This shift in strategy has resulted in a very experienced team of resources and subject matter experts with the technical and strategic knowledge to help enable true digital transformation leveraging these three powerful customer experience solutions.

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About TA Digital

TA Digital is the only global boutique agency that delivers the “best of both worlds” to clients seeking to achieve organizational success through digital transformation. Unlike smaller, regional agencies that lack the ability to scale or large organizations that succumb to a quantity-over-quality approach, we offer resource diversity while also providing meticulous attention to the details that enable strategic success.

Over the past 20 years, TA Digital has positioned clients to achieve digital maturity by focusing on data, customer-centricity, and exponential return on investment; by melding exceptional user experience and data-driven methodologies with artificial intelligence and machine learning, we enable digital transformations that intelligently build upon the strategies we set into motion. We are known as a global leader that assists marketing and technology executives in understanding the digital ecosystem while identifying cultural and operational gaps within their business – ultimately ushering organizations toward a more mature model and profitable digital landscape.

Recognized in 2013, 2014, 2015, 2019, 2020 and 2021 Inc. 5000 list as one of the fastest growing companies in the United States, TA Digital is pleased also to share high-level strategic partnerships with world class digital experience platform companies like Adobe, SAP, Acquia, commercetools, Sitecore, and Elastic Path.

WRITTEN BY:

Joseph Brannon

Vice President, Commerce

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