How Viable an Alternative Is Microsoft Dynamics AX 2009’s CRM?

With so many options in the market for CRM solutions, most Microsoft Dynamics AX customers would be best off starting their search for a CRM solution in their own IT departments. That is, they should be looking first at Dynamics AX CRM, according to Dane Koepke, Business Development Manager of Green Beacon Solutions, in his talk on Microsoft Dynamics AX and CRM at AXUG Summit 2008.  

The release of Microsoft Dynamics AX 2009 has made AX CRM a viable alternative to a full-fledged CRM solution--probably more viable, in Koepke's assessment, than he originally thought last spring, when AX 2009 was first introduced. 

In the meantime, Microsoft is considering whether to offer a "connector" to the full Dynamics CRM application.

"CRM is about the business strategy," said Koepke, and the features of CRM solutions have, to an extent, "become a commoditized thing" that is, still viewed as a nice-to-have tool with significant price sensitivity by business owners. 

With Microsoft Dynamics AX CRM, which has been included with Dynamics AX software shipped since January 2008, AX customers can expect to find out-of-the-box CRM capabilities in four areas: sales force automation, sales management, marketing automation, and telemarketing. The crucial area that is missing, noted Koepke, is service management, an area that Green Beacon has added for its customers to round out the offering.

There are several new features in AX CRM 2009, including a global address book, lead and opportunity management, territory sales responsibilities, and multiple sales process workflows. The new Role Centers List pages of AX 2009 round out the features that improve the usability ...