The SAP CRM applications were initially integrated on-premises customer relationship management (CRM) software manufactured by SAP SE which targeted business software requirements for marketing, sales and service for midsize and large organizations in all industries and sectors.

The current release 7.0 has been updated with quarterly enhancement packs (EHPs) since 2009.

[1] After the acquisition of Hybris[3] in 2013, SAP has gradually realigned their CRM strategy mainly to take on the market leader Salesforce.com which is a cloud-based software.

In a bid to be more competitive and future focused, SAP has been shifting towards cloud based CRM applications since 2011 rather than traditional on-premises software.

The initial release of "SAP CRM" 2.0 had been pushed by the acquisition of the German salesforce automation specialist Kiefer & Veittinger with its "Mobile Sales" application.