In today’s evolving business environment, organizations are seeking tools that support agility, insight, and collaboration. At Forvis Mazars, we recognize the potential of Microsoft Dynamics 365 CRM to help unify customer data, streamline workflows, and scale operations. Our practitioners have identified five key areas—automation, analytics, collaboration, scalability, and security—that can serve as a framework for enhancing CRM value across sales, marketing, and operations functions.
1. Automation: Streamlining Processes
Automation is a cornerstone of modern CRM systems, reducing manual effort and increasing efficiency. Dynamics 365 offers tools like lead scoring and automated lead-to-opportunity conversion, enabling sales teams to focus on high-value activities. For example, leads can be automatically scored based on engagement, such as email clicks or webinar sign-ups, and converted when they meet predefined thresholds. Similarly, customer service teams benefit from automated case routing, follow-up emails, and task assignments, designed to support timely and consistent responses. Automation extends to internal processes, such as onboarding new employees, where activities in CRM, like reminders, can be automated to help users keep track of their tasks and deadlines, saving time and resources. With different categories of automation and different modules to use like Copilot or ChatGPT, automation can increase efficiency, reduce human error, and allow teams to focus on higher-value activities within CRM.
2. Analytics: Data-Driven Decision Making
Analytics in Dynamics 365 empowers organizations to make informed decisions. Dashboards provide real-time insights into sales pipelines, win rates, and regional performance, offering a bird’s-eye view for managers and executives. The platform’s Customer Insights module consolidates marketing data from various systems into unified customer profiles, enabling personalized engagement and strategic planning. In addition, Power BI integration enhances data visualization, allowing teams to identify trends and adjust strategies dynamically. These tools can help organizations leverage data to drive growth and improve customer experiences.
3. Collaboration: Breaking Down Silos
Collaboration is essential for efficient teamwork, and Dynamics 365 facilitates this through integrations with Microsoft Teams, Outlook, and SharePoint. Teams users can share CRM records directly within chats, streamlining communication and reducing the need to switch between applications. Outlook integration tracks email interactions with customers, ensuring all correspondence is centralized within the CRM. SharePoint provides a secure repository for storing and sharing documents, such as contracts or customer files, fostering transparency and accessibility across departments. These features can improve communication, reduce silos, enhance cross-functional collaboration, and improve responsiveness.
4. Scalability: Growing With Confidence
Dynamics 365 is designed to scale with businesses, allowing organizations to start small and expand as needed. Teams can begin with a single module, such as sales, and seamlessly add others like marketing or field service without disrupting existing workflows. The platform’s integration with Microsoft’s ecosystem, including Power Platform and Azure, further supports scalability by enabling advanced automation, cloud computing, and third-party application connectivity. This flexibility helps Dynamics 365 adapt to the evolving needs of any organization. This can help future-proof operations, avoiding costly migrations or overhauls as needs evolve.
5. Security: Protecting Data & Reputation
Security is a critical pillar, with Dynamics 365 offering a structured data governance framework and auditing tools. Role-based access controls help keep sensitive information, such as Social Security numbers, accessible only to authorized users. Compliance with global standards, such as GDPR and HIPAA, safeguards customer data and builds trust. Auditing tools track data changes and user activity, enabling organizations to identify and address vulnerabilities proactively, thereby protecting their reputation and customer relationships.
How Forvis Mazars Can Help
These five pillars of value demonstrate how Dynamics 365 CRM can transform business operations, enhance customer engagement, and drive growth. Ready to unlock the full potential of your CRM? Contact us to learn more or get a demo of Dynamics CRM.
Want to learn more? Watch our archived webinar, “Unlocking the Full Power of Dynamics 365 CRM” today!