Dynamics 365 for Sales supports 70% in-year revenue growth

“A robust CRM system was one of the key building blocks we needed in order to successfully execute our new commercial strategy.  Dynamics 365 for Sales was in place within a matter of days, enabling the sales team better manage opportunities and the business to make decisions based on an accurate forecast.”

Jennifer Adams, Corporate Development Director, Incremental Group

Journey of a high growth scale up

Incremental Group is a scale up digital technology business with growth at the heart of its strategy. It had an ambitious plan to significantly extend its customer base and increase revenue in its first year of operation.

Having the correct sales tools and infrastructure in place to support its growing commercial team is critical in ensuring it delivers against its ambitions, both now and in the future.

Robust high-volume opportunity management

Incremental Group inherited a legacy version of Dynamics CRM following its launch with an acquisition of a business at the end of 2016. The system was only used by a small team for contact management.  It wasn’t used to drive opportunities through the sales cycle, ensuring best practise, standard sales process or deliver accurate revenue forecasting to help run its business – essential for a high growth, scale-up business.

Early in 2017 Incremental Group doubled the size of its sales team in order to deliver ambitious orders and revenue targets.  It therefore needed a platform to provide the sales team with a tool to manage their contacts and hundreds of opportunities, as well as performance.

  • Outdated system
  • No Scalability
  • limited data

2-week implementation

Incremental Group chose Microsoft Dynamics 365 for Sales, Microsoft’s latest CRM system.  It met all its core requirements with out of the box functionality. The system is heavily customisable, which allowed it to shape it to match its structure, processes and terminology.

In February 2017 it set out an ambitious plan to have a CRM system live within 2 weeks. The process kicked off with a business requirements gathering session with the sales and marketing team. It also carried out a data cleaning and migration exercise from the old CRM. The data was updated and fields covering its key industries, persona’s and relationship types were all set up to provide the ability to report what was required.

Once live, the team revived training and individual 1-2-1 sessions to ensure speedy adoption. Outlook and Skype integration was also quickly set up and personalised dashboards were created for each of the team.

Strong year 1 results

The system is used across Incremental Groups commercial team to manage all sales activity. In the first year there were over 300 opportunities being managed through the sales process at any given time.  There are also over 4000 contacts across customers, partners and prospects being nurtured via the system.

Since implementing the new system, Incremental Group has organically grown its revenues by 70%, increased its pipeline by 400% and bolstered its customer base by almost 50%.

The system provides Incremental Group with a platform to drive opportunities through the sales cycle, ensuring best practise standard sales process and deliver accurate revenue forecasting to help run its business.  It is also a central point to manage all of contact information, which has supported it with its GDPR audit.

The reporting element of Dynamics 365 for Sales has been invaluable in managing sales team performance and informing operational planning.    It is connected to Power BI to provide the business with more advanced reporting and to further integrate it into overall management reporting.

  • 70% increase in revenue
  • 400% increase in pipeline
  • 50% increase in customer base

More Integration

Incremental Group now has a platform for growth that will support the business as the sales team and organisation continues to expand.

It is in the process of implementing Dynamics 365 for Finance and Operations (FOEE) and will connect this to CRM to provide a unified platform for our business. This will give an end to end view of the customer and projects, from first contact to payment, improving inefficiencies and providing invaluable insight.

The system is also a core pillar of its GDPR compliance strategy to provide it with a single source of truth that is an easy accessible point of contact and personal information.

  • ERP integration
  • Marketing integration
  • GDPR compliance

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