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SAP CRM vs SAP Marketing Cloud comparison

 

Comparison Buyer's Guide

Executive Summary

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Categories and Ranking

SAP CRM
Average Rating
7.8
Reviews Sentiment
6.8
Number of Reviews
43
Ranking in other categories
CRM (8th), Local Government CRM (2nd), Marketing Management (5th)
SAP Marketing Cloud
Average Rating
7.0
Reviews Sentiment
7.2
Number of Reviews
2
Ranking in other categories
Marketing Resource Management (3rd), Marketing Automation (10th)
 

Mindshare comparison

While both are Marketing Applications solutions, they serve different purposes. SAP CRM is designed for CRM and holds a mindshare of 1.8%, down 9.1% compared to last year.
SAP Marketing Cloud, on the other hand, focuses on Marketing Resource Management, holds 8.7% mindshare, down 9.8% since last year.
CRM Mindshare Distribution
ProductMindshare (%)
SAP CRM1.8%
Microsoft Dynamics CRM2.8%
Salesforce Sales Cloud2.4%
Other93.0%
CRM
Marketing Resource Management Mindshare Distribution
ProductMindshare (%)
SAP Marketing Cloud8.7%
Aprimo14.2%
BrandMaker9.9%
Other67.2%
Marketing Resource Management
 

Featured Reviews

FA
CRM administrator at a manufacturing company with 10,001+ employees
Customization and automation drive effective user training and insights sharing
Recently, the price of SAP CRM has increased, which is one concern. Another issue is that sometimes we experience slow performance. Reports in SAP CRM itself can become very slow. Other than that, it is a very good CRM system. I am happy with SAP CRM because whenever we have requirements for changes or customization as per our needs, we get them, and the downtime is minimal. We are getting very good support from the incident team and the in-house support team who are responsible for customization. Some customer centers have moved to Salesforce, but I don't have any experience with Salesforce to make a comparison.
Abhijit Misra - PeerSpot reviewer
Director at a tech vendor with 10,001+ employees
Integrates well with master data but user experience and integration need improvement
Predictive Analytics in SAP Marketing Cloud is effective, but it requires two essential elements. The data should be correct and sufficient enough to run Predictive Analytics, and the right algorithms need to be included in the marketing decision-making process. In Predictive Analytics, certain algorithms can be used, but it has limited use because it does not cater to the complete business needs of the client. The solution is easy to customize, but it requires having the right data model attached to the dashboard. If the data model is correct, the data on the dashboard can be manipulated very easily. However, if the data model is incorrect and does not bring in the right elements of KPIs and dashboards, upgrading the data model becomes a challenging exercise. SAP's user interface from a user story point of view rates six to seven out of ten. The user experience could be improved, but in terms of flexibility, it functions adequately when data is available. Without available data, none of the dashboards can function.

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

Pros

"The product integrates with third-party tools easily."
"When we are using SAP CRM we receive more accurate results than using any other CRM system."
"The solution is stable; we haven't had any issues and find that it's reliable, with no bugs or glitches and no crashes, which is very good in that respect so we don't have complaints."
"The primary use case for us is lead creation and data management."
"The solution is easy to use."
"SAP CRM has a good performance."
"The architecture, the business functionality, and the features really help the current existing organization."
"SAP CRM integrates well with SAP ERP which is useful."
"SAP Marketing Cloud integrates effectively with the SAP data, ensuring all the master data gets aligned effectively with marketing."
"Segmentation and campaigning are very important features."
 

Cons

"The navigation must be improved."
"Content management is one area where SAP CRM could use some work because we were seeking a CRM solution that could store BLOB data, like PDF and email data, which takes up a lot of space in the database. Recently, we migrated to a content server, but it would be nice if CRM had built-in BLOB data management because BLOB data is a challenge we've been dealing with since last year."
"The interface could be improved because sometimes it has lots of data to enter, and possibly 50% don't use it."
"There are quite a lot of missing parts in SAP CRM, which is why we do a lot of customization. Not everything is there, and some things need custom coding to cater to specific needs. It is not a plug-and-play solution with standard features, and we have to customize quite a lot."
"Every end-user uses a smartphone nowadays. The user interface on the smartphone can be improved a bit so that you can do almost all the work from your mobile."
"The solution has some serious issues at this point."
"In terms of stability, there are some latency issues."
"Improvement is needed for SAP CRM's integration with Microsoft Teams and Outlook Its integration with Microsoft collaboration software, including Teams, Outlook, and SharePoint, is not very good. There are issues with synchronization between appointments in CRM and Outlook, as well as challenges with managing contacts, which creates problems."
"Integration with third-party solutions is challenging with SAP Marketing Cloud."
"Email response could be improved."
 

Pricing and Cost Advice

"SAP CRM is an expensive product."
"There is a license required for the solution and most of my clients purchase an annual license."
"They should reduce the price to target small businesses."
"The pricing from SAP is good but it takes time to realize the investment."
"We pay for the license yearly."
"The product is expensive."
"The product is costly."
"From the maintenance perspective, SAP CRM is quite expensive compared to cloud services because the current solution they're using is managed by us and we are hosting it on servers. There is the cost of hosting, and managing servers and applications. The overhead is substantial, but this solution is a legacy system. It will take some time for the customer to migrate out of it."
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Top Industries

By visitors reading reviews
Financial Services Firm
10%
Manufacturing Company
10%
University
8%
Construction Company
7%
Financial Services Firm
16%
Outsourcing Company
14%
Healthcare Company
10%
Manufacturing Company
10%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business14
Midsize Enterprise6
Large Enterprise27
No data available
 

Questions from the Community

What is your experience regarding pricing and costs for SAP CRM?
SAP CRM is not suitable for small companies because of the cost. It is suitable for medium and large enterprise companies.
What needs improvement with SAP CRM?
Recently, the price of SAP CRM has increased, which is one concern. Another issue is that sometimes we experience slow performance. Reports in SAP CRM itself can become very slow. Other than that, ...
What is your primary use case for SAP CRM?
Currently, we are using SAP CRM for monitoring sales activities, forecasting, and marketing activities.
What needs improvement with SAP Marketing Cloud?
There are three main areas for improvement in SAP Marketing Cloud. The user experience side needs enhancement to improve the interface so that more marketing analytics can be used. Pre-configured c...
What is your primary use case for SAP Marketing Cloud?
My clients mainly use SAP Marketing Cloud for campaign management, sales force effectiveness, and marketing analytics that is supposed to be captured and insights need to come out of that data side...
 

Also Known As

No data available
SAP Hybris Marketing Cloud
 

Overview

 

Sample Customers

Brau Union Osterreich AG, Nu Skin Enterprises Inc., AOK Bundesverband, RAK Ceramics, NHS 24, Wholesale Sports Outdoor Outfitters, FC Bayern Munchen AG, Tumi, The Kellogg Company, MVV Energie AG, Anglian Water Services, German Football Association (DFB), Nebraska Book Company Inc.
PT XL Axiata Tbk, Lenovo, Molson Coors Brewing Company, Sailing Team Germany, CHIO Aachen, Danone, Evoshield, Mohawk Industries, FC Bayern Munchen AG, D. SWAROVSKI KG, WeissBeerger, Groupe SAMSE, Cox Communications Inc.
Find out what your peers are saying about Microsoft, Salesforce, Zoho and others in CRM. Updated: August 2026.
908,834 professionals have used our research since 2012.