SAP C/4HANA is a new suite of applications from SAP to help businesses serve and retain customers – designed to modernise the sales-only focus of legacy Customer Relationship Management (CRM) solutions.

SAP CEO Bill McDermott made the announcement at the company’s annual SAPPHIRE NOW conference saying: “SAP was the last to accept the status quo of CRM and is now the first to change it,”

Following the acquisition of market leaders Hybris, Gigya, CallidusCloud and Core Systems – SAP has a range of solutions to support the customer experience with front-office functions including consumer data protection, marketing, commerce, sales and customer service.


“The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognise 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 behaviours of the supply chain.”

Bill McDermott – CEO at SAP

Disrupting the CRM marketplace

Keytree is one of SAP’s leading partners with delivery expertise in SAP C/4HANA, SAP S/4HANA, SAP Leonardo and SAP Cloud Platform and is perfectly placed to maximise the business benefits of C/4HANA for their customers.

Speaking at the launch of C/4HANA in Orlando, Florida, McDermott said: “The legacy CRM systems are all about sales; SAP C/4HANA is all about the consumer. We recognise 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 behaviours of the supply chain.”

The new SAP C/4HANA suite offers full integration with SAP’s business applications portfolio, which is led by its market-leading ERP suite – SAP S/4HANA. The announcement builds on SAP’s reputation as an end-to-end business solutions provider, and the combination of assets feature new machine learning capabilities from SAP Leonardo, a set of intelligent technologies SAP introduced last year – and also the new SAP HANA Data Management Suite, which enables companies to gain visibility and control of their highly distributed data. The company’s overall strategy, focused on helping businesses run as intelligent enterprises, highlights the demand for a balanced approach to automation in the workplace.

The SAP C/4HANA portfolio includes SAP Marketing Cloud, SAP Commerce Cloud, SAP Service Cloud, SAP Sales Cloud and SAP Customer Data Cloud, These cloud solutions, formerly marketed under the SAP Hybris Customer Engagement and Commerce brand name are all part of the SAP Customer Experience business unit to support a consistent SAP brand experience.