Dynamics 365 Sales and Marketing Consulting
Most Dynamics 365 partners implement Sales and Marketing as two separate projects handed to two separate teams. We implement Dynamics 365 Sales and Customer Insights – Journeys as one funnel, so a lead Marketing calls qualified is a lead Sales actually works.
What Is Dynamics 365 Sales and Marketing Consulting?
Dynamics 365 Sales and Marketing consulting is the work of implementing and connecting Microsoft's CRM application, Dynamics 365 Sales, with its marketing automation platform, Dynamics 365 Customer Insights – Journeys (formerly sold as Dynamics 365 Marketing), so they run as one lead-to-revenue system instead of two apps that happen to share a data model. That includes configuring both applications around your actual sales process, building the lead scoring and handoff rules between them, migrating data from whatever you're on today, and building the reporting layer both teams actually look at. Sunflower Lab runs this as a full implementation engagement, not just the layer on top.
Sales and Marketing Are Built to Share a Platform. Most Companies Still Run Them Like Strangers.
Sales and marketing alignment has a measurable revenue impact, and the gap isn't a culture problem, it's a pipeline leak. Forrester has reported that up to 80% of marketing-generated leads never receive a single sales follow-up.
None of that is a licensing problem. Dynamics 365 Sales and Customer Insights – Journeys are built to run on the same Dataverse. The gap shows up when they're implemented as two separate projects with nobody responsible for what happens between them, and it's usually the part that gets rushed or skipped.
Two systems, two truths
Marketing runs its own definition of a qualified lead. Sales runs its own pipeline. Nobody agreed on what "qualified" actually means, so the handoff breaks every time.
The handoff has no owner
A lead clears marketing's bar and sits in a queue no rep is watching, or lands with a rep who has zero context on what that lead already engaged with.
Reporting stops at MQL
Marketing reports on leads generated. Sales reports on closed revenue. Nobody can trace a closed deal back to the campaign that started it, so budget decisions get made on gut feel.
If any of that sounds familiar, that's exactly where we start.
Dynamics 365 Sales and Marketing, Implemented as One System
We run Dynamics 365 Sales and Customer Insights – Journeys implementations from discovery through go-live, and we build the alignment layer most partners treat as an afterthought.
CRM Implementation Built Around Your Process
We configure Dynamics 365 Sales around how your team actually sells, not the out-of-the-box pipeline stages. We work on:
- Lead, opportunity, and pipeline configuration mapped to your real sales stages
- Product and pricing catalogs so quotes don't require a spreadsheet on the side
- Email integration and Server-Side Sync so activity logs itself instead of relying on reps to type notes
- Territory, security roles, and forecasting set up so a pipeline review reflects what's actually happening
Marketing Automation on the Current Platform
Microsoft is retiring the older batch-and-blast Outbound Marketing model in favor of Real-Time Journeys, and we build on the current architecture from day one. We work on:
- Real-time journey and segment setup replacing manual send lists
- Forms and lead capture connected directly into Dynamics 365 Sales, not a separate database waiting on an export
- Consent, unsubscribe, and compliance data structured so marketing can prove it's following the rules
- Campaign and journey performance tracked at the contact level, not just aggregate opens and clicks
The Layer Most Partners Skip
This is where most Sales and Marketing implementations actually fail. We build it deliberately:
- Lead scoring built on your actual conversion data, not a default template neither team believes in
- Automated handoff rules so a marketing-qualified lead lands in the right rep's queue with context attached
- Power BI dashboards blending marketing engagement data with sales pipeline stages, one funnel view both teams look at
- Campaign attribution tied through to closed revenue, not just clicks and form fills
Automation and Apps Around Both Systems
Once the foundation is solid, we extend it with the rest of the Power Platform:
- Power Automate workflows keeping campaign and pipeline data in sync without manual exports
- Power Apps for the exception workflows neither app's standard forms cover
- AI-assisted lead summaries so a rep walks into a call already knowing the touchpoints that got them there
Dynamics 365 vs. a Disconnected Best-of-Breed Stack
If you're running separate CRM and marketing automation vendors today, here's what actually changes when both live on one platform.
| Features & Capabilities | Dynamics 365 (Sales + Customer Insights – Journeys) | Disconnected Best-of-Breed Stack |
|---|---|---|
| Data model | Native Dataverse, one contact record shared by both apps | Separate databases synced through connectors or manual export |
| Lead handoff | Configurable scoring and routing rules inside one platform | Depends entirely on integration quality between vendors |
| Reporting | Native Power BI connection across CRM and marketing data | Requires a separate warehouse or BI tool to blend sources |
| AI & Copilot | Copilot built into both Sales and Customer Insights – Journeys | Bolted on per tool, inconsistent across the funnel |
| Licensing | Attach pricing available when bundled with existing D365 licenses | Separate contracts, separate renewals, separate vendors |
Planning Your Dynamics 365 Sales and Marketing Implementation
Discovery & CRM/Marketing Audit
We map your current Sales pipeline configuration, your marketing automation setup, and exactly where the handoff breaks today.
Alignment & Implementation Design
We agree on one lead scoring model and one handoff SLA before any configuration starts, with a fixed-price roadmap.
Build & Migrate
Our certified Power Platform developers configure Sales and Customer Insights – Journeys, migrate existing data, and connect Power BI reporting. Typically 6–10 weeks depending on scope.
Optimize & Scale
We stay on to tune scoring thresholds, extend journeys, and add the Copilot/AI layer as adoption grows.
Frequently Asked Questions
Talk to our Dynamics 365 Sales & Marketing experts
Free 30-minute discovery call. We'll audit your current CRM and marketing automation setup, map the handoff gap, and scope a fixed-price implementation plan.
