Leading Global Logistics Provider: Building an AI-Ready Sales Platform
How a decade-old CRM became the foundation for AI-assisted selling across 56 countries.
1.06.26
Customer Background
A global leader in logistics, relocation, and mobility services operates across more than 50 countries. After nearly a decade of running Microsoft Dynamics 365 CRM across five distinct business units, the organisation faced a challenge familiar to many large enterprises: a platform that had become fragmented, limiting cross-sell visibility, making executive reporting inconsistent, and constraining the adoption of AI capabilities already embedded within its Microsoft stack.
Working with a transformation partner, the organisation undertook a comprehensive four-phase transformation of its Dynamics 365 environment. The result is a unified sales platform serving more than 200 users across APAC, Europe, and North America, with Microsoft Copilot for Sales driving seller productivity, modern marketing automation replacing legacy tools, and real-time executive dashboards delivering global pipeline visibility for the first time.
The Challenge
The organisation’s challenge was not the result of a failed technology investment – it was the natural outcome of years of business growth and operational expansion. Over nearly a decade, multiple business units had customised Microsoft Dynamics 365 to align with their own processes, terminology, and reporting requirements. While effective within individual teams, the platform had become increasingly fragmented at the enterprise level.
Specifically, the organisation faced five interconnected challenges:
Fragmented sales processes
Each of the five business units operated with their own workflows, pipeline stages, and definitions of key sales objects. There was no shared language for leads, opportunities, or accounts.
Limited cross-sell visibility.
Multiple business units frequently served the same corporate clients, but fragmented data models prevented teams from identifying related opportunities across divisions or gaining a unified view of customer engagement.
Ageing marketing automation.
Existing tools no longer met modern campaign
requirements and were disconnected from the sales platform, creating data gaps
between marketing activity and sales pipeline.
Inconsistent pipeline reporting
Leadership had no unified view of sales performance across regions and divisions. Reporting required manual consolidation and was rarely current.
AI locked out.
Microsoft Copilot for Sales and other AI-driven capabilities relied on clean, structured, and standardised data to operate effectively. Without this foundation, existing AI investments within the Microsoft ecosystem remained largely inaccessible.
The business required a transformation partner capable of managing the complexity of a multi-region, multi-business-unit CRM modernisation initiative while bringing deep expertise in Microsoft business applications and a practical approach to AI enablement.
Discovery: Understanding Before Building
Before any configuration work began, Informotion facilitated four weeks of intensive discovery workshops with stakeholders across Hong Kong, London, and APAC. The goal was to understand the nuances of each business unit’s operations while identifying where genuine standardisation was possible and where local variation was legitimately required.
The outcome was a single blueprint – a unified sales methodology that would apply across all five units, with clearly defined exceptions where business differences justified them. This approach was critical to securing buy-in from regional teams who had built their own processes over years. Following the successful delivery of Phase 1, Informotion worked with The Department to establish a sustainable, enterprise‑wide approach that aligned to Whole‑of‑Government policy, legislative requirements, and their long‑term information management strategy.
Phase 1: B2B Sales & Marketing Foundation
Established the unified platform. Informotion standardised lead, account, and opportunity management across all business units, implementing consistent pipeline stages and cross-sell visibility so that activity with a shared corporate client in one division is visible to account teams in others.
Microsoft Copilot for Sales was enabled and configured as part of Phase 1 delivery, rather than as a later addition. Agentic AI use cases – including sales research agents and qualification assistance – were scoped and prioritised from the outset.
Phase 2: Agentic AI for Seller Productivity
With a clean data foundation in place, the transformation partner deployed Microsoft Copilot for Sales to enhance the day-to-day productivity of sales teams. Sales representatives now benefit from AI-generated meeting summaries, automated follow-up suggestions, and intelligent recommendations based on customer interaction history. Administrative workload was reduced, enabling sellers to focus more on relationship-building and pipeline development.
Phase 3: Modern Marketing Automation
Legacy marketing tools were replaced with Dynamics 365 Customer Insights – Journeys, fully integrated with the sales platform. This enabled more sophisticated, data-driven customer journeys with real-time personalisation, closing the loop between marketing activity and sales outcomes that previously required manual consolidation and coordination.
Phase 4: Executive Reporting
The programme concluded with the delivery of unified Power BI dashboards providing leadership with real-time visibility into pipeline health, conversion rates, and sales performance across all regions and business units. For the first time, the executive team had a single, current view of global sales performance, enabling faster and more informed decision-making.
Successful Outcomes and Value Delivered
The transformation delivered measurable improvements across five priority areas identified at the outset of the engagement:
Unified sales platform. More than 200 users across five business units and three regions now operate on a single, standardised Microsoft Dynamics 365 environment.
Cross-sell visibility. Account teams can now identify related opportunities across divisions serving the same corporate clients – a capability that was previously not possible due to fragmented data models.
AI-assisted selling. Copilot for Sales delivers AI-generated meeting summaries,
follow-up recommendations, and interaction intelligence directly within the sales workflow, reducing administrative load on sales teams.
Modern marketing automation. Integrated customer journey orchestration through Dynamics 365 Customer Insights Journeys replaced disconnected legacy tools.
Real-time executive reporting. Unified Power BI dashboards give leadership a live,
global view of pipeline performance across all regions and business units for the first
time.
Most importantly, The Department established a modern information governance capability that supports transparency, accountability, and the delivery of critical government services all while positioning The Department as a leader in enterprise‑scale information management.
Why This Matters
This initiative demonstrates how large global enterprises can modernise sales and CRM operations without disrupting existing business complexity. By combining Microsoft’s AI-enabled business applications with a structured transformation approach, the business established a unified, future-ready sales platform that improves visibility, enables AI-assisted selling, and supports scalable growth across regions and business units.
Ready to Unlock Your AI Potential?
If your organisation is running an established Microsoft Dynamics 365 environment and
wondering whether your AI investment is working as hard as it should be, we should talk. Informotion works with organisations across regulated industries, logistics, and professional services to clean up the platform complexity that blocks AI adoption – and to build the agentic capabilities that turn a CRM into a competitive advantage.