An international business already held customer information in Microsoft Dynamics 365. Its marketing and sales teams still worked across separate tools, and enquiries did not always reach the people expected to follow them up.
Mason Pete helped put Customer Insights – Journeys into use and worked with the business to define the next steps for Microsoft Dynamics 365 Sales. The first phase delivered working journeys and website lead capture. Further work focused on customer data and the handover to sales.
Start with the work between marketing and sales
The business needed to send relevant emails, capture interest and help the right colleague act on it. Some campaigns used separate forms and weekly spreadsheet exports. Sales representatives also kept track of people they had met and products they had shared.
Website enquiries exposed another gap. Leads were recorded in Microsoft Dynamics, but regional colleagues did not always receive them or have access to follow them up. Capturing a lead was only part of the process.
We worked through these needs with the business: what information should arrive, who needs it and what should happen next?
Put forms and journeys into use
Mason Pete configured Customer Insights – Journeys, recreated existing journeys in real-time marketing and set up forms and triggers. The work included testing the journeys, recording website leads in CRM and helping users understand the new setup.
Training covered forms and journeys, alongside support around go-live. The first marketing emails were sent through the new setup, with delivery and engagement visible in Microsoft Dynamics.
This gave the marketing team a working starting point for running journeys and capturing enquiries in Microsoft Dynamics.
Make the customer information usable
Audience selection depends on the information behind it. The review found email addresses stored against the wrong kind of record, missing contact roles and contacts without email addresses.
Those gaps affected who could receive a message and how audiences could be selected. We identified the data work needed and made it a clear priority, including how contacts relate to customer accounts.
The practical aim was to help employees select the right people and understand the customer information they were working with.
Give sales follow-up a clear owner
With the business, we documented how enquiries should reach the responsible regional team. That included country and territory rules, notifications and exceptions for customers managed across regions.
The sales requirements also set out a simple progression: capture the lead, record a product sample, follow up and record the outcome. Source tracking and duplicate checks were part of that design, so representatives could understand where an enquiry came from and avoid repeated follow-up.
This defined the next phase of sales work, building on the forms and journeys already in use.
A working first phase and a focused next step
The first phase put real-time journeys and website lead capture into operation. Marketing emails were being sent, and the team had received training and go-live support.
The work also made the remaining decisions specific: improve contact data, agree regional ownership and build out sales follow-up. Wider event processes and sales automation were recorded as later work.
That is how Mason Pete helps: understand what employees need to do, configure Microsoft Dynamics around that work and make the next improvement clear. Explore where we can help or how we work with your business team.