Dynamics CRM

Microsoft Acquisitions: What It Means To The Future Of Dynamics CRM

In recent months, MS Dynamics has been in the news for acquiring companies to bolster its CRM-related offerings. In September, Dynamics added Adxstudio’s portal and application lifecycle management provider to their portfolio. It helped Microsoft expedite their plan to provide a web-and-cloud-based portal.


In March, they acquired IP from Fusion Software, who specialise in automating data collection. In July they picked up a gamification vendor. They also purchased apps and add-ins that can make the platform work on mobile for field-based workforce.


What it comes down to is that Microsoft has made a concerted effort to provide the tools that people need to use a CRM, optimally ripping market share from SAP and Oracle by the brute force allowed by the MS pocketbook.  


Allowing a workforce to be remote but still provide a good experience, or to provide an excellent experience from field-based workforce will, ultimately, build goodwill and provide a positive ROI.

Microsoft is in a good position because, not being a legacy player, they’re under no obligation to support outmoded database protocols but instead can migrate data in to new, more efficient stores. The digital age doesn’t mean that we have to have a remote, somewhat disconnected experience.


Think back even 10 years and you’d have people recording data on notepads and, hopefully, translating that information in to a database. Having access to relevant information at your fingertips can mean more sales and satisfied customers.  


What’s notable about Microsoft’s strategy, however, is the modular nature that can be tailored to the needs of a variety of businesses. If you’re working in a Dynamics environment, now’s a great time to start upskilling existing talent or pulling in new resources to support the variety of plug-ins. In conversations with Microsoft, we’ve learned that being technical or functional with the platform won’t be enough for future and ongoing success. To support the platform, your workforce will need a significant number of specialists.  




Following these conversations I understand that these applications will be provided as an add-on to Dynamics CRM and will come incorporated in the package depending on what licensing guide the customer signs up to. This will mean, for professionals in the market, just knowing Dynamics CRM in a technical or functional capacity may not be enough. Organisations will be looking for professionals to have that additional expertise across these add-ons such as Parature & FieldOne.  


There are a few ways to get the necessary knowledge to excel in the marketplace. You can always go to Parature’s website, which features a training centre in their knowledge base that can get base-level experience with the platform.


Are you exploring any of these potential add-ons? Do you see a way they could benefit your business? And what kind of support do you think you’ll need? Sound off in the comments below.


More questions about the upcoming changes? Need someone with the skills to get you up-and-running with these new plug-ins? Get in touch.  


by Craig Radford – Director, Monk and Specialist Dynamics 365 / Power Platform Recruiter

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