Sony Europe modernizes sales and marketing management with Dynamics 365 and Power Platform

Sony Europe just spent years and significant resources fixing a CRM problem you probably recognize: fragmented tools, duplicate records, and sales and marketing teams working from completely different versions of reality.

Their fix was consolidating onto Microsoft Dynamics 365 and Power Platform — centralizing data, aligning workflows, and reducing the manual cleanup that was eating their ops team alive. Big company, big budget, big implementation. The case study is polished. The timeline is not.

Here's what that story actually means for you: the core problem Sony solved — siloed data creating inconsistent customer records and broken handoffs between sales and marketing — is not a Sony-scale problem. It happens in companies with 50 people, not 50,000. And waiting until the pain is loud enough to justify a full platform migration usually means you've already lost deals and frustrated your team in ways that don't show up cleanly on a dashboard.

The part the case study skips is the 18 months before the go-live, when everyone was still working around the old system and nothing quite worked.

If your CRM is already fighting you, the fix rarely comes from switching platforms — it comes from making your current workflows actually fit the tool, or finding one that fits them out of the box without a six-month consulting engagement to get there.

The companies that win on customer data aren't the ones with the best software — they're the ones who stopped tolerating the gap between how their business works and how their CRM is set up.

#CRM #SalesOperations #MarketingOps #MidMarket #MicrosoftDynamics

Original Source

Sony Europe's CRM and marketing tools were fragmented, creating inconsistent data, duplicate records, and siloed workflows that hindered ...