A connected CRM. A stronger customer experience.

01 / Customer experience

Situation

Advanced Roofing Inc. is dedicated to delivering exceptional customer experiences through premium materials and award-winning craftsmanship. However, their existing on-premises systems could only handle basic operations, limiting their ability to manage complex business processes - particularly Request for Proposal (RFP) workflows, approval chains, and customer engagement initiatives.

02 / Customer experience

The challenge

Their legacy infrastructure could not keep pace with growing business complexity, hindering critical functions like RFP management, approvals, and cross-team collaboration.

Without a centralized system, tracking and managing RFPs was cumbersome and error-prone, slowing down the sales cycle and impacting deal velocity.

Marketing journeys, forms, and sequences were poorly categorized, making it difficult to execute targeted campaigns and deliver personalized customer experiences at scale.

03 / Customer experience

The solution

Advanced Roofing Inc. implemented a connected suite of Microsoft solutions - bringing together Dynamics 365 Sales, Power Automate, and Dynamics 365 Marketing - to unify operations and transform how the business engages its customers.

• Dynamics 365 Sales — Centralized RFP lifecycle tracking with real-time pipeline visibility and improved forecast accuracy.
• Power Automate — Automated RFP approval workflows and SharePoint integration to eliminate manual handoffs and delays.
• Dynamics 365 Marketing — Streamlined marketing journeys, forms, and sequences for targeted, personalized customer engagement.

04 / Customer experience

Key outcomes

• Centralized sales management - unified view of the entire pipeline replacing disconnected legacy systems.
• Automated RFP approvals - significantly reduced manual effort and ensured timely, accurate approvals.
• Enhanced marketing efficiency - more effective campaigns with improved customer engagement and satisfaction.
• Improved collaboration - SharePoint integration gave all relevant personnel seamless access to shared resources.

05 / Customer experience

Overall business impact

The implementation drove measurable business growth - improvements in sales efficiency, operational processes, and marketing effectiveness together contributed to increased revenue and solidified Advanced Roofing Inc.’s position as a leader in the commercial roofing industry.