Modernizing Chemical Sales with an AI-Ready CRM Engine

Our client is a leading provider of industrial chemicals and services, operating multiple production facilities across North America and select global markets. Through its key business segments, it supplies essential products that support critical applications in water treatment, energy, pulp and paper, metals, and other core industries.

The client’s CRM and sales processes were hindered by fragmented data and manual work. Heavy reliance on custom entities created inconsistencies, while leads were managed without a standardized qualification framework. Partial SAP integration resulted in outdated information and manual synchronization. Standard CRM entities (Leads, Opportunities, Products) were underutilized, customer interactions were not consistently captured, key workflows (onboarding, quotes, orders) remained manual, and leadership had limited visibility into pipeline, quote status, and forecasting.

Korcomptenz streamlined and standardized the client’s Microsoft Dynamics 365 Sales environment by replacing legacy custom entities with core system entities (Lead, Account, Opportunity, Product) and automating key processes across lead qualification, opportunity management, onboarding, and quote approvals. Call reports were unified across the sales cycle, with Outlook and Teams embedded for better collaboration. Co-pilot was enabled for insights and email drafting, data was migrated and cleansed, and standard dashboards delivered real-time pipeline, forecasting, and performance visibility while laying the groundwork for tighter SAP integration.

The engagement delivered measurable improvements across sales operations and technology:

• 40% faster opportunity tracking and approvals via automated workflows.
• Eliminated redundant data and manual sync through a unified data model.
• Improved forecasting accuracy and pipeline transparency with real-time dashboards.
• Streamlined collaboration across Sales and Marketing via integrated Teams and Outlook.
• Future-ready CRM foundation with Microsoft-supported architecture for Phase 2 integration.