Manufacturing
From Fragmented Lead Tracking to Integrated Growth
Primary Area
Infrastructure & Cloud
Service Area
CRM (Contact, Account Migration, Cleanup, Enrichment)
Products Used
Azure, Power Platform
Roles Impacted
CEO, Sales Director, Account Managers, Project Managers
Impact Highlight
80% reduction in manual data entry
Opportunity
Sales, marketing events, and project delivery data lived in disconnected spreadsheets, an aging ERP contact module, and a third‑party conference registration tool, making it impossible to follow a lead from booth scan to signed contract. Reporting lagged weeks, ownership was unclear, and key customer insights were lost between handoffs—an opportunity to align teams around a unified CRM and better execution.
No single customer/partner record; duplicate accounts across spreadsheets, ERP, and event system.
Trade show badge scans not linked to follow‑up activities or quoting; lost revenue.
Manual re‑keying into project tracker (Microsoft Project desktop & shared network folders) created delays and data errors.
Limited pipeline visibility; leadership managed from emailed Excel snapshots.
Inconsistent stage definitions; sales ops and project engineering tracked different milestones.
Little mobile access for field sales.
Solution
We aligned stakeholders, mapped the end-to-end lead-to-order-to-project lifecycle, and implemented an extensible Microsoft cloud CRM foundation. Our team deployed Dynamics 365 Sales as the system of record, integrated conference capture, standardized processes, migrated historical data, and extended capability with Power Platform, Azure services, and Microsoft 365 collaboration.
People: Cross-functional workshops (sales, marketing, engineering, finance, field service) to define common data model, roles, and adoption metrics.
Process: Unified lead qualification path (lead → opportunity → quote → order → project), stage exit criteria, automated assignment rules by territory & product line, and closed-loop event follow-up playbooks.
Technology – Core: Dynamics 365 Sales + Dataverse as authoritative customer/lead store; Dynamics 365 Customer Insights – Journeys for event follow-up; integration to existing Business Central for inventory, and order status.
Technology – Productivity: Microsoft Teams tabs surface live opportunity data; Power BI dashboards for pipeline, win rates, and event ROI.
Automation & Data: Power Automate flows ingest conference badge scans and create/route leads; Azure Functions handle scheduled data sync & legacy cleanup.
Migration: Consolidated multiple years of contacts, and event lists; de-duped to golden records with fuzzy matching (Dataflows).
Security & Governance: Role-based access, field-level security for sensitive financial data, and audit history enabled.
Impact
With automated lead capture, standardized stages, and integrated project tracking, sales reps now see complete context from first conference interaction through delivery—no more hunting across systems. Leadership trusts live metrics: manual data entry dropped 80%, lead follow-up speed doubled, and faster conversion from demo to contract improved revenue velocity.
80% reduction in manual data entry through automated ingest, templates, and ERP sync.
Lead response time cut; conversion from event lead to qualified opportunity up 25%.
Quote cycle time reduced via standardized product/pricing pulls from ERP and pre-approved templates.
Forecast accuracy improved; pipeline meetings now use real-time dashboards.
Project kickoff lag after contract close fell with auto-created Project Operations records and resource notifications.
Single customer view decreased duplicate account creation and improved cross-sell visibility across product lines.