The Client

A data collection hardware provider based in Southwest Michigan.

The Challenge

The client connected with The TM Group with the intention of swapping its existing customer-relationship management solution, called SugarCRM, for an easier-to-use alternative. The organization had been struggling to track their marketing and sales operation through the SugarCRM application, which is among the lesser-known CRM platforms on the market. On top of this, SugarCRM did not integrate effectively with the Microsoft Outlook email client, causing significant information gaps within their marketing, sales and email records.

The Solution

The TM Group’s consultants assessed the situation and formulated a proposed solution package centered on Microsoft Dynamics 365 Customer Engagement (CRM). The core solution centered upon traditional Dynamics functionality which facilitates the cultivation and sustained monitoring of key contacts, leads, opportunities and accounts. The proposal also leveraged Microsoft 365 Dynamics Templates for quote merging and included Market Insight integration for client information-gathering purposes. Additionally, the solution featured ClickDimensions marketing automation software as well. After reviewing our recommendation during an in-person meeting, the client greenlit implementation.

Migrating the client’s ample marketing and sales database from SugarCRM to Dynamics 365 Customer Engagement was the first order of business. TM’s team handled this seamlessly, migrating 21,000 contacts; 15,000 accounts; 10,000 opportunities and approximately 4,200 leads. We also installed all of the requisite data input categories, which included:

  • Opportunity
  • Opportunity status
  • Probability of close
  • Expected close date
  • Estimated cost
  • Sales amount
  • Product category
  • Product subcategory
  • Distribution partner

The TM Group’s implementation specialists configured data collection categories for clients as well. These included:

  • Name
  • Email address
  • Billing address
  • Phone number
  • Industry
  • Brand preference

The Brand Preference field required some customization, as Microsoft Dynamics 365 Customer Engagement does not include this information type in stock form. The TM Group implemented the calendar, meeting, appointment and phone call client integration functionalities as well, something the client was unable to accomplish using SugarCRM. Our developers also configured a custom item for last-activity, giving users the power to view that most recent point of connection and the methods involved for every contact, lead and opportunity in the system. To close out the core Dynamics configuration, we developed and deployed several custom workflows, including those designed to track user activity, warranty expiration, quote creation and sales representative assignment, put into place quote merge processes with the help of Microsoft 365 templates. With this foundation in place, the team moved on to implementing and integrating ClickDimensions for email marketing and digital data collection.

Following system configuration, The TM Group’s consultants visited the client and hosted hands-on training courses to acclimate users and lend them actionable best practices for navigating Dynamics 365 Customer Engagement and ClickDimensions efficiently and effectively. 

The Outcome

The client experienced significant benefits post implementation. For one, the Microsoft Dynamics 365 Customer Engagement (CRM) system gave marketing and sales personnel the power to maintain workable customer engagement pipelines and execute this work with full Office 365 and Outlook integration, leading to a boost in user adoption and laying the groundwork for organizational success. The enhanced capabilities surrounding Outlook were particularly impactful, as staff could access Dynamics 365 Customer Engagement and input data on the go, something that was impossible with the previous CRM arrangement. And, the various automated features available via Dynamics freed staff from manual quote creation and data analysis workflows.

In all, implementation was a resounding success for this company, giving them the ability to create and maintain stronger connections contacts, leads and customers, and reap the associated financial rewards.

Does your business want to improve accounting processes by moving your accounting to the cloud? Connect with The TM Group. We have been managing Dynamics implementations for decades, providing entities of all sizes, in numerous industries, tailored services designed to help them find marketing and sales success today and in the future. Contact us today to learn more.