Apr 15, 2026
•3 minute read
SAP CRM
SAP CRM: Managing Customer Relationships Across the Enterprise Lifecycle
SAP CRM encompasses the tools, strategies and processes that SAP customers use to manage interactions across sales, marketing and customer service. As mainstream maintenance for legacy SAP CRM 7.0 has ended or is approaching its deadline, organizations face an urgent decision: migrate to SAP S/4HANA Customer Management, SAP Sales Cloud or the broader SAP Customer Experience portfolio. With the 2027 SAP maintenance deadline accelerating transformation timelines, understanding the current SAP CRM landscape is essential for IT leaders, functional consultants and business stakeholders navigating modernization. Explore resources below for current strategies, migration paths and implementation guidance.
What Is SAP CRM?
SAP CRM is SAP’s customer relationship management platform, covering the full lifecycle of customer engagement across sales, service, marketing and interaction center functions. The legacy SAP CRM 7.0 system is being superseded by a modern portfolio that includes SAP Sales Cloud, SAP Service Cloud and SAP S/4HANA Customer Management. These next-generation solutions eliminate middleware by embedding CRM capabilities directly into SAP S/4HANA, delivering real-time analytics via SAP HANA and a unified customer data view. The SAP Customer Evolution Program provides a structured migration path for organizations transitioning from legacy SAP CRM to cloud and S/4HANA-native architectures.
What Use Cases Are Referenced?
CRM Modernization Under the 2027 Maintenance Deadline
With mainstream maintenance for SAP CRM 7.0 ending, organizations are evaluating migration paths to SAP S/4HANA Customer Management or SAP Sales and Service Cloud. The SAP Customer Evolution Program offers a structured, low-risk transition approach, helping companies preserve existing business logic while gaining cloud-native capabilities, AI-driven insights and reduced integration complexity.
Bosch Service Cloud Migration via the Customer Evolution Program
Bosch leveraged the SAP CX Customer Evolution Program to transition legacy SAP CRM service processes to SAP Service Cloud, improving customer service delivery and operational consistency. The structured migration approach minimized disruption while enabling the organization to adopt modern AI-assisted case management and service level workflows at enterprise scale.
Transportation Provider S/4HANA CRM Brownfield Migration
A large transportation provider successfully migrated from SAP CRM to SAP S/4HANA using a brownfield strategy, preserving key business logic and custom CRM workflows. The transition delivered a 25% reduction in middleware and integration costs, while embedded analytics gave business users access to real-time insights from consolidated customer and operational data.
What SAPinsider Research Supports This Topic?
SAPinsider: Future-Proofing Business with Seamless CRM Modernization
This SAPinsider analysis examines how the 2027 SAP maintenance deadline is driving CRM modernization decisions, and how the SAP Customer Evolution Program supports low-risk migration to next-generation customer engagement platforms for organizations of all sizes and readiness levels.
SAPinsider RISE with SAP Benchmark Report 2025
The SAPinsider RISE with SAP 2025 benchmark report found that cloud ERP adoption is accelerating as the 2027 deadline approaches, with smaller organizations twice as likely to be live on SAP Cloud ERP Private. CRM modernization is a key workstream for organizations planning their S/4HANA migration and front-office transformation.
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How to Handle SAP CRM MigrationsDo you have SAP ECC and SAP CRM 7?
Are these two complimentary systems critical to your organization?
What is your plan to update both ECC and CRM 7 by 2027?
If you have both ECC and CRM7, you may be in the Utilities, Automotive or High-Tech vertical. Public Sector and IT and Professional Services companies often have both as well. No matter what vertical you are in, I know these tightly integrated systems are critical to your business. For your Sales and Service departments, for your tech teams out in the field, and most definitely your marketing department is making the most of the CRM7 engagement layer to up-sell to your customers.
Your SAP CRM7 is a CRITICAL system running important aspects of your business And now we have to upgrade it.
In this article, SAPinsider expert Ann Largent will walk you through the key considerations that must be made ahead of an SAP CRM transition, and what aspects of the business you can expect to be most impacted.
Nov 17, 2023
•7 minute read
DataXstream Partners with Pearl Group for Transforming Sales Process ManagementDataXstream has partnered with Pearl Group, one of the Nordic region's leading providers of ERP, Insight, Cloud Services and advanced marketing and e-commerce solutions. The partnership is set to support organizations in modernizing and streamlining their sales process management across sales channels with DataXstream’s application, OMS+. In accordance with SAP’s digital transformation roadmap, both DataXstream and Pearl Group will deliver the best buying and selling experience to their customers. Both companies hold extensive expertise in SAP domain with over their accumulated experience of more than 20 years in SAP and omnichannel sales.
OMS+, is an SAP-endorsed application that is engineered to support and enhance multi-channel sales operations through automated processes, data consolidation, and an accessible user interface. It is available on the SAP Store as an Endorsed App, and is an approved solution developed specifically for SAP S/4HANA, SAP S/4HANA Cloud, and SAP ERP systems.
Jul 19, 2023
•1 minute read
King Arthur Baking Company Enhances its Omnichannel Strategy with DataXstreams’s OMS+King Arthur Baking Company, a 100% employee-owned ESOP and omnichannel seller of baking goods, has purchased DataXstream’s OMS+ solution to enable expansion into new markets and diversify their sales channels. DataXstream, an SAP solution specialist, primarily focuses on sales and distribution order management. Their product, OMS+, is an SAP-endorsed application that is engineered to support and enhance multi-channel sales operations through automated processes, data consolidation, and an accessible user interface. This purchase intends to facilitate King Arthur's business expansion into novel markets and additional sales channels as OMS+ optimizes multi-channel sales by automating processes, aggregating data, and offering an intuitive interface. The solution is specifically designed to integrate seamlessly with SAP, operating in real-time and utilizing SAP data.
Jul 7, 2023
•2 minute read
Commit to a GREATER Customer ExperienceFor all the talk about the importance of a great customer experience (CX), many companies are struggling to provide it. Only 26% of respondents to a survey conducted by SAPinsider said they are currently investing in CX initiatives and could confidently say that their organization has a dedicated CX budget.
This lack of commitment proves perilous for businesses as today’s customer expectations rapidly evolve across the buying landscape, including direct to consumer (D2C), business to business (B2B), or business to consumer (B2C).
Creating a great CX is not an initiative a company launches, but a commitment that resonates through every part of the organization.
In an ever-changing business landscape, companies need to examine their customer interactions with fresh eyes. This is especially true in light of the changes brought by COVID-19, which has accelerated buying trends and customer expectations.
Within both B2B and B2C, creating a satisfying CX means having an end-to-end perspective of the customer journey. “You need to understand the customer journey from presales to sales to post sales,” says Sree Gogineni, Chief Technology Architect at Capgemini.
Customers today, both B2B and B2C, are digital natives. They are used to being able to get the information they need to make decisions right away. They don’t want to make phone calls; they want to go online and self-serve.
Reshaping the CX is not an “all or nothing” approach of a portal or online offering. It’s about providing the right experience to customers in the channel they want to use. The online channels satisfy customers who might need a switch or panel — the type of one-off orders that the company didn’t even realize it was missing out on before.
Read this article and learn:
- How companies are making a total commitment to customer experience (CX);
- What it truly takes to understand the customer and the feedback management involved to deliver better CX;
- Why it is essential to move beyond a persona level to a one-on-one level in personalizing your CX approach;
- How the SAP Customer Experience portfolio helps companies deliver a unified digital CX.
Jul 30, 2021
•10 minute read
Elevating Customer Experience with SAP C/4HANA for Consumer Goods and RetailThe explosion of digital technologies and the new possibilities they have created has dramatically reshaped customer behaviors and expectations, and the pace of change is only increasing. Customer interactions are evolving rapidly, the number of communication channels has exploded, and customers expect to engage across them seamlessly. As today’s customers segment themselves into tribes that share common mindsets and goals rather than age, gender or socioeconomic factors, consumer packaged goods (CPG) companies and retailers are experimenting with creating new human-centric experiences to better engage their customers, create higher value for them, and thus achieve much faster growth and better ROI.
This article will help you understand:
- How customer behaviors and expectations have changed in the digital age and why CPG companies and retailers must change their business capabilities in order to stay relevant
- Implications those changes have on the front-office architecture design to enable intelligent customer experiences
- How SAP C/4HANA can help CPG companies and retailers effectively engage with customers and consumers on different digital touchpoints
- Why choosing a human-centric and agile approach is key to success when designing for change and innovation
Sep 1, 2020
•12 minute read
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