SAP CRM Marketing and RTOM are dead. SAP Hybris Marketing is the future.

We were recently engaged to carry out an evaluation of SAP Hybris Marketing for an NYSE-listed telco. Our client had a complex marketing infrastructure with SAP CRM Marketing and SAP RTOM at the core and they wanted to assess whether to continue to invest in the current marketing platform or to make the move to SAP Hybris Marketing.

We were lucky enough to get access to the SAP Hybris Product Development team and get an early glimpse of what the product offers today and it’s roadmap for the future.

Unfortunately, I can’t share the full details of the evaluation and our discussions in this blog. What I can share however is our conclusion.

SAP Hybris Marketing is THE future of marketing within the SAP product set. There is no migration path from SAP CRM Marketing and SAP RTOM to SAP Hybris Marketing. Do not invest further in SAP CRM Marketing until you have evaluated SAP Hybris Marketing. Do not invest further in SAP RTOM until you have evaluated SAP Hybris Marketing.

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