Examining ROI: How Microsoft Dynamics CRM Helps Packaging Distribution Firm Boost Sales Productivity

Editor's note:  This article is part of an occasional series that will examine specific examples of how Microsoft Dynamics customers and partners are challenged to identify and measure the return on investment of their implementations.  If you would like to share your views on the idea of measuring ROI with Dynamics solutions and tell your company's or client's ROI story, please contact us for consideration.

As the owner of packaging distribution company, Worldwide Packaging Group LLC (WPG), Barry Kronhaus knew he needed a better way to stay on top of his sales force and help them close more business.

Like other small companies, WPG was keeping track of its leads by writing them down on pieces of paper or maybe logging them into an Excel spreadsheet, then following up on those by sending emails to the prospective clients-an inefficient system at best.

But Kronhaus knew he needed to be more organized when it came to managing his salespeople. And because he had direct account responsibility, he wanted an easy, efficient way to help his sales team be more focused and organized when they were going after sales. He wanted to help them stay on top of sales opportunities and close them.

In short, he wanted a system to help him create a more structured sales program and environment. But he wasn't looking for a return on his investment-at least in the traditional sense.

"I was not looking for a return," he said. "I didn't do a calculation saying, ‘I'm going to spend this money, I'm going to get this much money back.' But I did look for ROI in terms ...