For many UK businesses, scaling sales operations while maintaining exceptional client service is a real challenge, especially for organisations with complex structures, multiple service lines, and geographically dispersed teams. As markets become more competitive and customer expectations rise, the need for seamless collaboration, data-driven insights, and unified processes becomes critical.
This was the reality facing one of the world’s largest professional services organisations, with nearly 400,000 employees across 700 offices in 150 countries. Their ambition was to deliver exceptional client service by empowering its business development professionals to collaborate across internal teams, connect more deeply with customers, and interact easily with data and insights. However, achieving this required a fundamental transformation of their sales organisation—a daunting task given the scale and complexity of their operations.
Their existing systems created barriers to collaboration and made it difficult for teams to access the information they needed, when they needed it. Siloed data, inconsistent processes, and limited integration between marketing, sales, and service functions hindered productivity and made it challenging to deliver a unified client experience. They recognised that to remain competitive and agile, they needed a digital sales foundation that would enable sellers to be connected, proactive, and insightful, with a deeper understanding of account and opportunity data.
The business embarked on a global sales transformation journey, selecting Microsoft Dynamics 365 Sales as the cornerstone of their new customer relationship management (CRM) platform. The goal was clear: to create a unified, intuitive system that integrated marketing, sales, delivery, and insights, empowering more than 100,000 professionals worldwide.
The transformation began with a collaborative architecture design and implementation plan, developed in partnership with Microsoft. The new platform was designed to bridge existing solutions with a modern, future-proof environment for insights, automation, collaboration, productivity, and reporting.
Dynamics 365 Sales provided a single, flexible platform for managing client relationships, integrating seamlessly with Microsoft 365 tools such as Outlook and Teams. This allowed internalteams to manage opportunities, collaborate on proposals, and access critical data directly within their flow of work.
The platform was designed to integrate with key systems, including SAP ECC for engagement management, and Microsoft Power BI for data visualisation. This ensured a seamless handoff of information from sales to delivery and enabled richer reporting and analytics.
The business leveraged the latest advancements in AI, including Microsoft Copilot, to enhance seller productivity. Features such as email assistance, personalised sales content creation, AI-generated insights, and recommendations for next steps helped sellers work more efficiently and deliver better customer experiences.
The solution included a mobile Power App, enabling teams to access the CRM system on the go, and supported standardised sales processes across all regions, ensuring consistency and scalability.
Throughout the rollout, the priority was change management—identifying the people who would benefit most from the transformation, providing targeted training, and fostering a culture of collaboration and continuous improvement.
Only months after deployment, the business began to see significant benefits from their new Dynamics 365 Sales platform:
AI-Driven Productivity: With Copilot and AI features, they expect to further enhance productivity by providing AI-based recommendations for client communications, deal scoring, and lead prioritisation.
As Jeremy Hallett, Global Markets Enablement Leader at EY, put it:
“We are extremely excited about what is coming and what is possible. We’ve already kicked off with Copilot and the possibilities with AI are extremely attractive as we aim to serve our clients even better. We have our integrated platform in place, with Dynamics 365 Sales at the centre. Now we can build on this and continue the transformation.”
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The organisation’s transformation demonstrates how Dynamics 365 CRM can help complex, regulated, multi-national organisations - and by extension, UK businesses - create a unified, customer-focused sales operation.
By empowering teams with the right digital tools, businesses can move forward with a shared vision, greater agility, and a competitive edge in today’s fast-changing market.
Enquire today to learn how Dynamics 365 can help your organisation achieve its goals.