Simplify Sales and Extend the Reach to Sales Teams

Enable sales teams to manage the entire sales cycle globally

The solution diagram above shows how SAP Cloud Platform services work together as a solution for implementing the ‘simplify sales and extend the reach to sales teams’ use case.

Business Scenario

When sales teams are not physically in an office, customer data is often difficult to access for them, for example, due to data being dispersed in different systems, or not available at all. Many businesses rely on Customer Relationship Management (CRM) systems to maintain their customer data. In today’s fast-paced business environment, customers are considering moving their on-premise CRM systems to the cloud to optimize business processes, for example, by offering a more modern user interface, improved analytics, or access from anywhere.

The ‘simplify sales and extend the reach to sales teams’ use case is applicable across industries, wherever a company sells goods or services. Companies want to manage the entire sales cycle globally, from accounts to activities, leads, and opportunities, even to quotes and sales or service orders, with a unified picture of the entire cycle. Businesses want to extend the outreach to sales teams by providing information anytime and anywhere, to simplify sales while onsite at the customer and increasing client engagement. 


By integrating different sales-related business systems, for example, in this use case SAP C/4HANA Cloud with SAP CRM, businesses can enable sales teams to manage the entire sales cycle globally. In that way, all customer- and sales-related data including accounts, activities, leads, opportunities, quotes, and sales orders are available globally in one system. This solution provides user-friendly solutions with a modern user interface for quick adoption across sales teams. This extends the outreach to sales teams with information available anytime and anywhere. 

SAP Cloud Platform Integration ensures replication of master data (such as the customer) and integration of the involved transactional data (such as leads and opportunities) between SAP CRM and SAP C/4HANA systems. To achieve this, an integration developer can discover the integration packages SAP Cloud for Customer Integration with SAP CRM, SAP Marketing Cloud - SAP CRM Integration and SAP Cloud for Customer Integration with SAP Marketing on the SAP API Business Hub at and copy them into the design workspace of the SAP Cloud Platform Integration tenant. As you need to send data to the SAP CRM system, you also need to install and configure the SAP Cloud Connector.

SAP Cloud Platform Integration converts the data pulled from SAP CRM and SAP C/4HANA and makes it available through the OData protocol. SAP API Management can access the data and combine it into a single response for an app to display in a user-friendly manner. To achieve this, an application or integration developer can store an API with this data structure in SAP API Management. The developer then discovers the APIs using SAP Web IDE to build an SAP Fiori app on top of the API and deploys it to SAP Cloud Platform.

It is also possible to update data from newly created UIs. In that case, data is sent to API Management and from there to SAP Cloud Platform Integration, where it gets separated for the two systems SAP CRM and SAP C/4HANA, if necessary.

You can add policies in SAP API Management and detail how the APIs are to be used. There are various possibilities, for example, access-related policies or quota-related policies. You can meter the access of newly created APIs in API Management to find out how well the new functionality was adopted by the sales teams.

Before implementing the ‘simplify sales and extend the reach to sales team’ use case, customers need to take the time to plan out their project. As a first step, SAP CRM and SAP C/4HANA need to be integrated. For more information, see SAP Best Practices Explorer by filtering for ‘SAP Cloud for Customer Integration‎’.

Security considerations need to be addressed in terms of connecting to on-premise systems. SAP recommends using the SAP Cloud Connector to achieve secure connectivity. For more information, see Check the Connectivity to the SAP Cloud Platform Cloud Connector.

SAP recommends that customers jumpstart their integration project by using predefined content provided in the SAP API Business Hub. Additionally, decisions need to be made on whether integration extensions are required, for example, due to existing extensions of SAP CRM or SAP C/4HANA.

Customers who implemented the entire use case opted to add user-friendly UIs based on APIs.  SAP API Management provides the opportunity to manage these APIs and add policies for their access. Examples with details of what other customers did here are given below.

Customers have the option to extend the reach to sales teams even further by providing mobile access to the UIs. For this, the scope of the mobile functionality needs to be defined, and SAP Cloud Platform Mobile Services can be leveraged. For more information, see Mobile Service for SAP Fiori. Additionally, customers have the option to enhance their UIs with Streaming Analytics. Note that mobile access and analytics are not in the scope of this use case and will not be further detailed here.

Below is an example of what a company’s planning phase could look like:

  1. Identify the SAP Cloud Platform Integration prepackaged content for SAP C/4HANA and the on-premise SAP CRM integration scenario from the SAP API Hub.
  2. Set up and configure SAP Cloud Connector for SAP Cloud Platform Integration for on-premise SAP CRM connectivity.
  3. Run connectivity tests for C4/HANA and SAP CRM on-premise from the SAP Cloud Platform Integration service.
  4. Ensure that your SAP Cloud Platform subaccount has all required services enabled for API management and Web IDE. After service enablement, also assign all required roles.
  5. Design and plan the Web IDE application either using standard templates or freestyle development.
  6. Decide which integration flows shall provide fields for the new UIs to be developed.
  7. Plan the API design and development approach using SAP Cloud Platform API Management. For example, customers used mashing within API Management, because it helps with pulling from two data sources and aggregation. Customers also used the security features that API Management provides, because then the UI developer only has to cope with one security layer, making it easier to connect to different systems.
  8. Decide which policies you want to apply here. For example, customers tracked how many calls were made for the new UIs. This gave them the possibility to find out if the new UIs were really adopted by the sales teams. Other customers used caching to improve the performance of data that is often reused.

SAP recommends implementing the predefined integration content (if you decided to implement the three integration packages mentioned above) in the following sequence, to ensure that the master data is working correctly and then add the transactional data:

Below is an example of what a company’s implementation phase could look like:

  1. Configure and deploy the prepackaged content as explained above. Once deployment is successful, make a note of the endpoints that are generated in those integration flows that you want to reuse for UI development.
  2. Abstract the integration flow endpoints using SAP API Management concepts such as API Proxy Structure and design security considerations for API access (for more information, see Policies), Then publish the API product for external consumption.
  3. Create standard destinations using the API product endpoints in the SAP Cloud Platform subaccount destination configurations.
  4. Develop the SAP Web IDE-based application. To communicate with SAP C/4HANA and the on-premise SAP CRM system, the application uses API product destinations provided by SAP API Management. Apply the policies defined during the planning phase (for more information, see SAP Web IDE Full-Stack Help Page, specifically Getting Started).
  5. Deploy the SAP Web IDE application to the SAP Cloud Platform runtime and test it on the browser or the mobile client.
  6. Monitor the integration flow message processing state using the SAP Cloud Platform Integration web tooling.
  7. Monitor and analyze the API Product usage in the monitoring section provided by SAP API Management.

Bill of Material – SAP Cloud Platform Components for Licensing Considerations

Please note that the following Bill of Material is for reference purposes only. The following table is only an example of the SAP Cloud Platform services and components required for this use case.

Sales Item


Licensing Metrics


SAP API Management

Create simple connected digital experiences for your consumers, partners, and employees.

API calls in blocks of 1,000,000

5,000,000 API calls

Cloud Integration, Process Integration

Connect cloud applications with other SAP and non-SAP cloud and on-premises apps.

Instance and connections (Each instance has 3 connections 10 GB bandwidth per month)

2 instances

SAP Cloud Platform Portal

Build digital experience portals for employees, customers and partners.

Site visits and users

3000 site visits/2 users

Custom Domain

Configure and expose your application under your own domain.

1 domain

1 domain


Web-based development environment for SAP Fiori, SAPUI5, and full-stack business apps. 


5 users

Customers can use the SAP Cloud Platform pricing estimator to calculate the required investment for a particular project. You can scale up or down on services as required.

Members and partners of SAP PartnerEdge* can evaluate the development of an application for this use case – most development licensing is covered by the packs offered by the SAP partner licensing services. Click here for details.

*excluding open ecosystem basic.

Other Required Components




Fourth-generation suite of customer experience (CX) solutions, which brings together customer data, machine learning technology, and microservices to power real-time customer engagements across sales, service, marketing, commerce, and beyond in the Cloud. It comprises five cloud solution portfolios: SAP Sales Cloud, SAP Service Cloud, SAP Marketing Cloud, SAP Customer Data Cloud, and SAP Commerce Cloud.


Back-end application for Customer Relationship Management.

SAP Cloud Connector

SAP Cloud Connector ensures secure data transfer when writing to on-premise SAP systems

SAP Cloud Platform Integration Package

Predefined content to integrate SAP C/4HANA and SAP CRM: SAP Cloud for Customer Integration with SAP CRM, available on SAP API Business Hub. It integrates business processes between SAP Cloud for Customer and SAP CRM with a focus on business partners.

SAP Cloud Platform Integration Package

Predefined content to integrate SAP Marketing Cloud and SAP CRM: SAP Marketing Cloud - SAP CRM Integration, available on SAP API Business Hub. This integration content loads leads and activities from SAP Marketing Cloud to SAP CRM and business partner data and confirmations of replication of activities and leads from SAP CRM to SAP Marketing Cloud.

SAP Cloud Platform Integration Package

Predefined content to integrate SAP Cloud for Customer and SAP Marketing Cloud: SAP Cloud for Customer Integration with SAP Marketing, available on the API Business Hub. The integration scope includes the creation of leads in SAP Cloud for Customer from a campaign in SAP Marketing and the replication of business partners (accounts, contacts, individual customers), leads, opportunities, and activities from SAP Cloud for Customer to SAP Marketing.