Why every Microsoft Dynamics ERP partner should embrace Dynamics CRM

We live in a world where the customer is our new CEO, where companies can only grow if they are attractive to new customers while at the same time delivering outstanding services to their existing customers. So if your customers are your biggest asset, it is wise to do everything you can to make them happy and keep them satisfied.

Traditionally, companies started their process automation with things like accounting, order management and warehousing in an ERP system like Dynamics ERP. Sales and marketing processes were scheduled for a later stage of the implementation. Often these processes were covered with the CRM module of Dynamics NAV, AX, GP or SL, and for obvious reasons. It was easy to implement, offered great integration, and delivered an acceptable TCO value. Many sales departments, however, saw this approach as a compromise. ERP is built around the structured order, creation and delivery processes, whereas CRM's unstructured (prospective) customer is the central point. So those are two completely different angles!

Sales and marketing departments in businesses of all sizes now understand that compromising on CRM is not an option. For companies that sell and service Dynamics ERP solutions, it is critical to understand why their customers care about CRM, why they may soon be shopping for a new solution, and why a CRM purchase decision will also impact a company's long term ERP plans.

The Microsoft strategy

For many years Microsoft's ERP predecessors Navision, Damgaard, and Great Plains developed CRM functionality into their ERP offerings. But a few years ago Microsoft decided to change that strategy. Since then the company ...