Dynamics 365 Finance and Operations CRM Integration for a Manufacturing Conglomerate

"Sales and finance had been working in separate worlds for years. The integration Celumai built means our reps have everything they need to close a deal without leaving the CRM."

— Group Sales Director, Manufacturing Conglomerate (7 business units)

Sales teams in all 7 business units used Dynamics 365 Sales but had no connection to the F&O ERP. Quoting required a phone call to finance for pricing confirmation. Credit checks were done manually by credit controllers. Order status required a separate ERP login. Quotes took an average of 3.2 days to generate.

We designed and built a deep integration between D365 Sales and D365 F&O across all 7 business units, enabling live customer-specific pricing in CRM, real-time credit limit checking on quote creation, automatic order creation in F&O on won opportunity, and live order status visible to the sales rep in CRM.

Quote generation time reduced from 3.2 days to 4 hours. Credit hold rate on orders reduced by 28% as credit issues were identified during quoting. Sales cycle length reduced by 6 days on average.

Is this familiar?

Microsoft Dynamics 365 challenges in Manufacturing — what we see most often

Businesses in Manufacturing running Microsoft Dynamics 365 often face the same underlying issues: data quality problems that compound over time, automation configurations that worked at launch but have not kept pace with the business, and adoption gaps that mean the CRM captures only a fraction of what it should.

The challenge is rarely the platform itself. Microsoft Dynamics 365 is capable of handling this complexity. The challenge is the implementation — the data model decisions, the integration architecture, and the process design that determine whether the platform works for the business or against it.

Celumai specialises in Microsoft Dynamics 365 implementations and rescues for Manufacturing businesses. If the issues described in this case study are familiar, the causes and solutions are likely similar.