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SAP re-launches into CRM with biggest release yet

(Image credit: Image Credit: 360b / Shutterstock)

SAP (opens in new tab) has revamped its Customer Relationship Management (CRM (opens in new tab)) offerings with a new cloud-based suite which aims to modernise the sales-only focus of legacy CRM solutions. 

The new business products suite called SAP C/4HANA draws on several of the company's recent acquisitions to provide customers with a way to offer marketing, commerce, sales, customer service and consumer data protection all in one place.

The firm's new offering provides ecommerce from its billion dollar acquisition of Hybris, customer identity tracking from last year's $350m Gigya acquisition, and configure, price quote (CPQ) from this year's $2.4bn purchase of CallidusCloud. SAP has combined these three pieces into its newest CRM package which includes sales, service and marketing in a single platform. 

SAP's CEO Bill McDermott (opens in new tab) explained how the company's latest approach is quite different from its competition in a statement, saying: 

“SAP was the last to accept the status quo of CRM and is now the first to change it. The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognize that every part of a business needs to be focused on a single view of the consumer. When you connect all SAP applications together in an intelligent cloud suite, the demand chain directly fuels the behaviors of the supply chain.”  

Despite the fact that SAP has offered its own legacy CRM tools for years, its new cloud-based package is designed to help the company regain lost market share by offering its customers a more modern solution. 

Image Credit: 360b / Shutterstock

After getting his start at ITProPortal and then working with the TechRadar Pro team for the last several years, Anthony is now the security and networking editor at Tom’s Guide where he covers everything from data breaches to how to cover your whole home or business with Wi-Fi. When not writing, you can find him tinkering with PCs and game consoles, managing cables and upgrading his smart home.