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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
44
Ranking in other categories
CRM (3rd), Local Government CRM (2nd), Marketing Management (3rd)
SAP Marketing Cloud
Average Rating
7.0
Reviews Sentiment
7.2
Number of Reviews
2
Ranking in other categories
Marketing Resource Management (2nd), Marketing Automation (8th)
 

Mindshare comparison

While both are Marketing Applications solutions, they serve different purposes. SAP CRM is designed for CRM and holds a mindshare of 3.9%, down 11.3% compared to last year.
SAP Marketing Cloud, on the other hand, focuses on Marketing Resource Management, holds 8.9% mindshare, down 9.6% since last year.
CRM Market Share Distribution
ProductMarket Share (%)
SAP CRM3.9%
Microsoft Dynamics CRM4.4%
Salesforce Sales Cloud3.5%
Other88.2%
CRM
Marketing Resource Management Market Share Distribution
ProductMarket Share (%)
SAP Marketing Cloud8.9%
BrandMaker22.3%
Aprimo7.8%
Other61.0%
Marketing Resource Management
 

Featured Reviews

ToniaSpight-Sokoya - PeerSpot reviewer
A CRM system that helps you automate and integrate your customer data and customer facing-activities: sales, marketing, service, and e-commerce
One area for improvement is the security model, especially regarding records management retention and the audit and legal holds. Since we're in the middle of a cloud digital transformation, it's essential to ensure the system flags documents properly according to global retention policies. We need to address bugs and make sure our system fully aligns with our procedures and policies. This is crucial to prevent breaches, especially in a time when breaches are becoming more common. For instance, my personal identity was compromised four months ago when my mortgage company had a breach, and I’m still working with the FTC to clean up the damage. In my work in mortgage and financial services, I’m focused on preventing this kind of issue for our consumers and clients.
Abhijit Misra - PeerSpot reviewer
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

"SAP CRM's most valuable at a branch level."
"The initial setup of SAP CRM was simple."
"SAP is very easy to use."
"Its scalability is good."
"The most valuable feature for me is the flexibility to consolidate the products."
"One of the main things is that the reports are very customizable. It is very easy and user-friendly to customize the reports the way the user wants. They can see the reports as per their expectations and change them accordingly."
"We are using the HANA Z database for CRM, which enhances the products we are currently using by making the system more efficient. Everything is connected to CRM, so we can use the data for analytics, sales forecasting, and data modeling."
"The features that are used most are the lead model and the opportunity model. We can create many different pipelines with many phases. These features improved our process in the States very well."
"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

"In the future, machine learning and artificial intelligence functionality need to be included."
"The B2C features of SAP are strong, but they are not very known to the public and companies. They must make it more known for B2C applications or B2C use cases."
"Our users are using it primarily from their laptop browser and very few are using it on their mobile because the mobile is not that user-friendly."
"It can be a bit more user friendly, to be honest. Sometimes there are too many apps options. It should offer better UX (user experience) to make it easier to navigate and easier to use."
"SAP CRM could improve by making the solution more current, it is out of date. There are no more updates for SAP CRM."
"As SAP CRM is still in its pilot version in my company, and my team is still experimenting on it, there's little room for exploration, but its setup is not as straightforward, so this could be an area for improvement."
"The integration of SAP CRM with the SAP platform is relatively easier as compared to any other third-party product. If you go for any other third-party product, you will have a lot of challenges in terms of integration."
"SAP CRM should create a more user-friendly graphical user interface (GUI)."
"Email response could be improved."
"Integration with third-party solutions is challenging with SAP Marketing Cloud."
 

Pricing and Cost Advice

"The company has seen an increase in revenue."
"SAP CRM costs approximately a couple of thousand a month."
"SAP CRM offers a free trial for anyone wanting to test the product before purchasing it."
"Its price is reasonable. As compared to other CRMs, this CRM is competitively priced. They have multiple flavors with different sets of functionality. Pricing is based on the flavor that suits your requirement. If you have more users, the cost will come down."
"SAP CRM is not suitable for smaller businesses because it is expensive. The larger businesses would be able to handle the cost."
"The solution is expensive."
"The product is costly."
"As for the product licensing, we pay an annual fee. It's important to consider setup costs and licensing based on your organization's budget and needs."
Information not available
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Top Industries

By visitors reading reviews
Manufacturing Company
12%
Computer Software Company
9%
Financial Services Firm
9%
University
9%
No data available
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business14
Midsize Enterprise5
Large Enterprise27
No data available
 

Questions from the Community

What do you like most about SAP CRM?
Getting the right information at the right time across different programs is important. These programs lack interaction between them. IPA is a good option to bring them together.
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 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, SAP and others in CRM. Updated: September 2025.
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