In this process, you plan how you wish to distribute the budget for your marketing plan.

Segmentation preparation is a process that is generally performed by the database manager. This forms the foundation for business partner segmentation in the Segment Builder (that is all required attributes are created with the corresponding attribute values and data sources).

This process enables manual and automatic qualification of leads to set the lead qualification level. Lead processing also includes the creation of a business transaction, such as an opportunity, from a lead.

You can use this business process to calculate customer profitability, which is one of the most frequently used methods for customer valuation. Customer profitability is most easily calculated as the difference between revenue and costs. It is more useful, however, to perform detailed customer contribution margin analysis including different revenue types, product costs, marketing costs, and sales costs, to produce a differentiated picture of customer profitability.