Learn Why a Multi-National Professional Services Firm Switched from Salesforce to Microsoft Dynamics

Company Overview

For more than 50 years, our client has been an industry leader in engineering design and analysis, thermal and fluid sciences, instrumentation and testing.


HSO worked with our client to deploy Microsoft Dynamics 365 as the firm’s new enterprise relationship and project management platform.


By migrating to Dynamics 365, our client has been able to:

  • Increase the organizational impact of their CRM solution
  • Improve information tracking, analytics and reporting
  • Increase usability and user adoption

Learn Why a Multi-National Professional Services Firm Switched from Salesforce to Microsoft Dynamics

Professional services firms face unique challenges when it comes to CRM. These businesses don’t sell a good or product, they sell their knowledge, experience and creativity. The often-abstract nature of selling a service makes it important to track every detail of the firm’s relationships, experience, internal resources and capabilities. Without this history, demonstrating expertise and winning business becomes increasingly difficult.

Many professional services firms turn to Salesforce to manage their sales and marketing processes. Unfortunately, while an incredibly capable platform, Salesforce lacks many of the features necessary to meet the unique demands of professional services firms.

This proved to be true for a multi-national professional services firm. After implementing and launching Salesforce, the firm ran into some challenges.

A lack of industry-specific features limited its usefulness

We’ve already noted that professional services firms have unique CRM requirements. In this firm’s experience, Salesforce lacked the features necessary to meet these requirements, often in some mission critical areas, including:

  • Project history: In order to sell their services, the firm required the ability to maintain detailed project history – and to be able to share specific details of previously completed projects with their prospects. Lacking the ability to track this history left the firm scrambling to prove their expertise and develop accurate project proposals and plans.
  • Employee experience and qualification tracking: To develop accurate proposals and project plans, a professional services firm must maintain a detailed repository of its people, their skills and qualifications, and their project experience. For this firm, Salesforce lacked the capability to maintain and analyze this critical internal information.
  • Sales pursuit details: The sales process for professional services firms is unique, and often requires several touchpoints and interactions with prospective clients. Managing the ongoing pursuit of prospective projects using Salesforce proved to be difficult for this firm due to its inflexibility. 

The lack of demonstrable experience and internal awareness made it difficult for the firm to identify, bid on and win projects.

Poor user experience resulted in low adoption and visibility

For a CRM platform to be beneficial for an enterprise, users across the business must make regular use of it. Unfortunately, this professional services firm experienced low user adoption rates of their Salesforce instance due to several factors, including:

  • Manual data entry requirements: Users across the business were required to manually enter data related to past projects and current pursuits. This took too much time and led to too many inaccuracies to be a feasible solution for the firm’s needs.
  • Limited integration: Salesforce lacked the native integrations necessary to communicate with the firm’s other enterprise platforms. This meant that everything they did in Salesforce had to be redone manually in their ERP system and other platforms.

These factors led to limited visibility of projects and client relationships. Users in different areas of the business were unable to gain a clear view of client touchpoints, relationships and the current state of a pursuit or project. This resulted in redundant outreach to clients and ineffective pursuit of prospects and made it difficult to understand the firm’s project pipeline and plan accordingly.

Dynamics 365 and projects360 proved to be the answer

After struggling to realize the necessary value in their CRM software, the firm made the switch to Microsoft Dynamics 365 and projects360.  This new platform provides the firm with a centralized repository of their project history, employee experience and touchpoints with their clients and prospects.  In addition, by leveraging the integration with Outlook and Exchange, this firm has automated the contribution of key data about their contacts, sales activities, and potential leads.  This automation, combined with a more seamless user experience, has driven higher levels of user adoption, leading to a more complete view of their client relationships and sales pipeline.  

Are you struggling to find value in your CRM platform?

If you can relate to this firm’s experience, it may be time to make a switch. Contact us today to learn more about our Dynamics 365 migration assessment to begin exploring your options.

Michael D’Alesio is VP, Customer Care at HSO ProServ | Michael has served in many roles during his tenure in the Microsoft Partner Channel for the past 25-years.  Michael currently is responsible for supporting, enabling and strategically leading the HSO ProServ Team responsible for HSO ProServ D365 installed based customers to accept, adopt the Microsoft platforms to ensure they attain business value and user adoption.

Gary Mills serves as Senior Vice President of Finance, Planning & Analysis for HSO | ProServ. Gary’s diverse industry background brings a unique perspective to the company, with more than 30 years in corporate finance, banking and commercial real estate.

In his role as CFO of HSO | ProServ, Brian Lounds leverages deep experience implementing Microsoft Dynamics ERP solutions to drive excellence into the organization’s financial and practice management practices. Having worked with Dynamics solutions since 1998, he has a strong understanding of technology solutions and their application
to business initiatives.

Whit McIsaac is CEO of HSO | ProServ and brings over 20 years of leadership experience in the Microsoft Dynamics ecosystem to drive the group’s overall business strategy. Whit was Co-founder and CEO of aec360 and legal360 prior to merging these practices into sa.global, where he served as CEO of the Americas prior to launching HSO | ProServ.

Andy Yeomans brings nearly 20 years of Microsoft Dynamics sales and marketing experience to lead the HSO | ProServ sales organization. Under Andy’s leadership, the organization has shown strong growth and has consistently been recognized by Microsoft as a top performing partner, winning multiple Microsoft Inner Circle and Partner of the Year awards.

Jan Dahl Sorensen’s deep experience with Microsoft Dynamics gives him a unique foundation to guide the HSO | ProServ client success team. As part of the original development team under Damgaard Data, Jan has been working with the Microsoft Dynamics ERP solutions since 1995.

Joe Stuckey is EVP and Director of CRM Product Development for HSO | ProServ, leading the company’s CRM product development efforts across the legal, AEC, consulting, and accounting markets. Joe leverages the power of Microsoft Dynamics and Power Platform technologies to design and develop purpose-built industry solutions.

Paramesh Rajan is VP, Technology at HSO | ProServ. Paramesh has served in many Microsoft Dynamics project and program management roles over the past 20 years, and currently drives the development of the organization’s vertical ERP and HR solutions and outsourced development services.

A highly respected Microsoft Dynamics veteran, Jen Wisemore serves as CAO for HSO | ProServ. Jen was instrumental in the launch of sa.global’s US subsidiary in 2007 and has served in a wide variety of roles within Microsoft Dynamics consultancies across sales, pre-sales, program management, and leadership capacities.

John Aschenbrener is Director of Delivery Services for HSO | ProServ. John brings over 20 years of Microsoft Dynamics project and program management, consulting, and architect experience to his current role where he is responsible for driving PMO standards, methodology, and overall project delivery.

Add text here

In his role as Chief Operating Officer, Sean Skiver brings nearly 25 years of broad Microsoft Dynamics experience to provide strategic leadership around product development and client delivery services across the organization’s solutions and industry segments.

Amy Spencer leads the team that is responsible for go-to-market strategies, messaging, and demand generation in the US.

Amy earned a Bachelor of Arts degree in Communications from The College of New Jersey and has 25+ years of experience in marketing management for technology and professional services companies.

As Vice President of Human Resources for HSO, Kristen Ramerini is responsible for initiatives including recruitment, onboarding, professional development/career progression, performance management, culture, and employee retention. Prior to her position with HSO, she worked in human resources and recruiting for Seviroli Foods on Long Island and CCN, Inc. in New York City. She holds an MA in Industrial/Organizational Psychology from Hofstra University and is PHR certified.

Darren Gooding is VP of Delivery for HSO | ProServ, leading the company’s CRM delivery across the legal, AEC, consulting, and accounting markets. Darren applies his 25 years of experience and HSO’s industry focused intellectual property to successfully deliver large-scale, global engagements that ensure customer success.