05
lead capture channels in one CRM
72 hrs
first-contact SLA tracked on dashboards
07 days
qualification SLA with mandatory reasons
04
business categories on one framework
- Executive summary
From scattered enquiries to a governed pipeline
A diversified food manufacturing and grain and oil trading group serves HORECA and QSR, B2B food and bio-solutions, consumer FMCG and commodity trading customers across domestic and export markets. Its sales teams received leads from many channels with no consistent way to log, route or qualify them.
The group's IT team and DynaTech's analysts designed Release 01 of a customer engagement journey on Microsoft Dynamics 365 Customer Engagement. Dynamics 365 lead-to-opportunity management now captures every enquiry with its source, assigns it by rule, tracks follow-up against SLAs and qualifies or disqualifies it with an auditable reason.
Role-based dashboards give key account managers and leadership a live view of the funnel, open leads and SLA breaches.
Fragmented lead capture and no standard qualification process
Sales and business development teams managed leads and opportunities across multiple business units without a unified process. Enquiries arrived by website form, phone, in-person conversation, exhibition QR codes and email, but there was no consistent way to log, source-tag or acknowledge them.
Routing to sales agents lacked system-enforced rules, qualification was not time-bound, and leadership had no dashboards for assigned leads, SLA breaches or funnel progress.
Pain points
Fragmented lead capture
Enquiries from many channels were not logged, source-tagged or acknowledged consistently.
Manual, inconsistent assignment
No rules for product portfolio, product ownership or division, risking missed, duplicated or delayed leads.
No standard qualification
Agents lacked a time-bound method, and disqualification needed no auditable reason.
Limited leadership visibility
No unified view of assigned leads, SLA breaches, funnel or disqualification trends.
Target KPIs & goals
- Capture every enquiry from every channel with automatic source tagging and acknowledgement
- Assign leads by rule and track first contact within a defined SLA
- Qualify or disqualify leads within 7 days, with mandatory, auditable reasons
- Give agents and leadership real-time dashboards across business categories
Multi-channel lead capture, rule-based routing and SLA-governed qualification
The solution digitizes the complete lead-to-opportunity lifecycle on Dynamics 365 CE. Multi-channel lead capture feeds one structured record, lead assignment rules route each enquiry to the right owner, and sales SLA tracking keeps follow-up on time.
A business-analyst-led approach turned requirements into a business requirements document and acceptance-criteria-driven user stories covering lead capturing, lead management and qualification.
What we delivered
01
Multi-channel lead capture
Website forms, calls and walk-ins, Outlook email, campaign and exhibition capture and QR code lead capture all create source-tagged leads.
02
Automated acknowledgement
Customers receive an email or SMS confirmation triggered by a system batch job.
03
Rule-based auto-assignment
Leads route by selected product portfolio, primary product ownership and division, with shared ownership for multi-product leads.
04
Reassignment with approval
Mandatory reason and manager approval, with a full audit history.
05
SLA-tracked follow-up
A 72-hour first-contact SLA with breaches surfaced automatically on dashboards.
06
Lead rating
Hot / Warm / Cold rating, with sample-request leads set to Hot automatically.
07
Lead qualification workflow
7-day SLA, mandatory disqualification reasons (Quality, Finance, Price, Others) and automatic conversion of NPD and sample leads into opportunities.
08
Role-based dashboards
Dynamics 365 CRM dashboards for account managers and leadership: assigned leads, funnel, open leads, SLA breaches and disqualification reasons.
Key technologies & integrations
- Dynamics 365 Customer Engagement
- Outlook / Dynamics CRM connector
- Power Automate
- Business process flows & plugins
- MS Forms & website integration
- QR-code capture
- SharePoint
- Teams & Exchange
Capture channels layered over Dynamics 365 CE
Customer-facing capture channels sit on top of the core CRM entities. An automation layer — plugins, Power Automate, business rules and business process flows — drives data into the SLA engine that feeds both dashboards.
Simplified solution architecture for the customer engagement journey.
Release 01 delivered through structured requirements and user stories
The first release focused on the lead-to-opportunity journey. The project was led by business analysts working with sales, business development and leadership stakeholders.
01
Discovery & requirements
Business analyst-led workshops with account managers, business development and senior management.
02
Business requirement document
Formal BRD covering lead capturing, managing leads and qualification.
03
User stories
Detailed, acceptance-criteria-driven stories for development.
04
Stakeholder review & approval
Reviewed and approved by sales, business development and executive sponsors.
Expected outcomes for sales speed and pipeline quality
Dynamics 365 lead-to-opportunity management is designed to deliver the following outcomes. These are expected outcomes from the solution design, not post-go-live measurements.
Expected outcomes as stated in the project documentation; confirm post-go-live metrics before publication.
72 hrs
First-contact SLA
Tracked and surfaced on dashboards to drive timely follow-up.
07 days
Qualification SLA
Consistent, time-bound qualification or disqualification with reasons.
05
Channels, one lead record
Every enquiry source-tagged and acknowledged automatically.
04
Business categories
A framework built to scale across domestic and export business.
Tangible Benefits
- Faster, consistent lead capture with automatic source tagging
- Improved assignment accuracy and fewer missed or duplicated leads
- Standardized, auditable qualification and cleaner pipeline data
- End-to-end visibility for account managers and leadership
Intangible Benefits
- Greater confidence in reported pipeline figures
- Timelier customer engagement and fewer missed follow-ups
- A scalable framework for future releases and new business lines
- Mobile, tablet and desktop access for field and exhibition teams
Project At a Glance
-
Industry
Food manufacturing, grain and oil trading, and food distribution
-
Region
Middle East headquarters, with domestic and export business across GCC and international markets
-
Offering
Flour and premixes, starch and sweeteners, pasta and noodles, oats, poultry and eggs, vegetable oil, animal feed
-
Business categories
HORECA/QSR · B2B food and bio solutions · B2C/CPG/FMCG · grain and oil trading
-
Platform
Microsoft Dynamics 365 Customer Engagement (CRM)
-
Scope
Release 01 — Lead to Opportunity
Turn every enquiry into a tracked opportunity
Talk to DynaTech about Dynamics 365 CRM for manufacturers and distributors — capture, route and qualify leads with full visibility.
