While attending Microsoft Convergence last month in Atlanta it is hard not to be impressed with the investment that Microsoft is making in Dynamics CRM 2015. Many of the announcements can be classified as falling into two broad categories: improved integration with the Microsoft application “ecosystem” and the incorporation of sophisticated enabling technologies into Dynamics CRM:
- Improved Integration with the Microsoft Application “Ecosystem”: The business value derived from using its suite of applications has always been a source of strength for the Microsoft brand and business. So it is not surprising that there were many announcements at Convergence on improving integration of these applications with Dynamics CRM. The list included integration improvements with OneNote, Excel, Outlook, Office 365, Exchange, Yammer, and SharePoint to name the most prominent.
- Adding Sophisticated Enabling Technologies: Clearly an important focus best illustrated by Microsoft CEO Satya Nadella’s comments during his keynote: “Businesses are hungry to seize new opportunities using technologies like machine learning and predictive analytics. Only when businesses create a culture that empowers everyone to have access to data and insight that drive action will they be positioned to truly transform.” So we heard a great deal about Dynamics CRM leveraging business intelligence (Power BI), data visualization, intelligent opportunity management, predictive lead scoring, self-service analytics, work flow, social engagement, and streaming analytics. All eventually available across a wide variety of platforms including Android and IOS.
Both of these developments will strongly enhance Dynamics CRM. However, it is easy to forget amongst the plethora of technical capabilities that people drive the success of these tools in an organization. More specifically, it is the Sales Representatives within a broader Sales and Marketing organization that drive the business value. Therefore, a critical success factor is knowing the unique sales culture of a company including the attributes of its top sellers. This drives the decisions on not only the features and functionalities of Dynamics CRM to deploy but the most successful technology adoption approach.
No, not everyone can be a successful Sales Rep just by providing them tools. A successful implementation Partner needs to know more than just the technology. At Tridea Partners we know Dynamics CRM but, more importantly, we know Sales people.
This article was written by Bob Cohen, Partner at Tridea Partners. Tridea is a leading Microsoft Dynamics provider serving CA, AZ, UT, CO, NH and surrounding regions.