Microsoft is making its Dynamics CRM 2015 application generally available in the next quarter, along with updates to its Microsoft Dynamics CRM Online and Microsoft Dynamics Marketing services – all aimed at providing a single cloud platform for an enterprise’s marketing, sales and services professionals.
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The new Dynamics CRM will have features to allow sales professionals to collaborate with marketing and recommend products to up-sell and cross-sell across product families, improving their selling effectiveness, the Azure provider said.
“Closing the gap between marketing and sales is required for a successful customer experience,” said Ray Wang, principal analyst, founder and chairman at Constellation Research.
“Organisations need tools to track the customer interactions from marketing to sales and back, collaborate on leads and opportunities, and measure the metrics that matter to sales and marketing.”
Microsoft Dynamics CRM also has more interoperability with Microsoft’s business applications, including Office 365, Yammer, Lync, Skype, SharePoint and Power BI for Office 365.
“Unlike suppliers that want to separate businesses by selling them countless different clouds and solutions, we have designed Dynamics CRM to facilitate the kind of collaboration that businesses need to thrive and grow,” said Bob Stutz, corporate vice-president, Microsoft Dynamics CRM.
This will facilitate collaboration among the different divisions within the enterprise, he said, calling the offering the “only end-to-end” service currently available.
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“This isn't just giving your team the ability to see a marketing calendar; we give them the ability to see what marketing campaigns are in flight, what the tactics for the campaign are, which of their accounts is targeted, even allowing them to help refine targeting,” Stutz said in a blog post.
“Our competitors seem to want to keep these business functions siloed, even giving them their own separate clouds.”
To break down the silos between sales and marketing, Dynamics Marketing will have a collaboration panel so sellers can contribute campaigns and streamline marketing activities. The application will also come in new languages including Russian and Japanese.