Thoughts on Microsoft Dynamics CRM Strategy

All failure is failure to adapt, all success is successful adaptation.”
― Max McKeownAdaptability: The Art of Winning in an Age of Uncertainty

Strategy is about shaping the future.  Look at how you can win, where the opportunities are, create actions develop knowledge, skills and resources to deliver the strategy.

Strategy is important because what brought a company success in the past might not work in the future, you must keep evolving at a company.

Successful companies are those who adapt to their changing environments, those who understand the direction of an industry, create and deliver strategies suited to opportunities arising from change.

“Change is inevitable, progress is not.”
― Max McKeownThe Truth About Innovation

Do I need to know about strategy

Individuals need strategies to progress, the skills and knowledge you have might not be in demand in the future, you must learn new skills, technologies to adapt to new roles.

You might think I don’t need to know this, it doesn’t affect me, I go to work, do my job and go home at 5.30 but what about?

What technologies will in the next Microsoft Dynamics CRM project, it could be CRM Online, portal, Azure services, Machine learning, gamification.  Could you deliver this project or will they need to hire someone else?

What are you going to learn next? if you pick one new technology used in Microsoft Dynamics CRM which is it? why did you choose that? is it the best choice?

You are making strategic decision’s daily but if these are not linked with your future vision, you could be investing your time and energy into areas not helping to progress your career.

Plain and Simple

I’m reading the excellent book Leadership:Plain and Simple: Plain and Simple (2nd Edition).  It discusses when John Harper become UK Managing director of Hasbro (a global toy company), when he came in things were in bad shape, losing money, morale and confidence were low.  His plan was to energise and engage the workforce.  He closed the company for a day and they discussed the ideas

  1. What is the future we want want and how great can we be?
  2. How do we play to win and perform at our best
  3. How do we build relationships internally and with customers, so we can deliver the future together as a team.

The questions are direct and decisive, they create a vision of the future and create a strategy to make it happen.  A leader cannot do the work himself, he needs to inspire the workforce deliver the vision.

These quotes highlight the role of a leader and limitation of a leader because without an engaged workforce they have no one to implement the strategy

A leader has the vision and conviction that a dream can be achieved. He inspires the power and energy to get it done.”
— Ralph Lauren

“A leader’s role is to raise people’s aspirations for what they can become and to release their energies so they will try to get there.”
— David Gergen

The book Playing to Win: How Strategy Really Works simplifies strategy to these two questions

  1. Where to play?
  2. How do you win?

Successful companies answers to these two questions seems obvious


  • High end smart phones and gadgets
  • beautifully designed, easy to use, high quality gadgets


  • Social interaction
  • easy to use, different methods

Microsoft and Microsoft Dynamics CRM

To help me understand the questions I would answer the questions if I was head of the Microsoft Dynamics CRM division.  I wrote about the evolution of Microsoft Dynamics CRM in the blog The rise of Microsoft Dynamics CRM

1 – What is the future we want want and how great can we be?

The Microsoft Dynamics CRM strategy filters down from the global strategy of Microsoft – Mobile First, Cloud First.

  • The future for Microsoft Dynamics is Microsoft Dynamics CRM Online.
  • Improve the Microsoft Dynamics service,  redesign the internal design of to incorporate azure’s scalability to improve performance.
  • Improve the mobile functionality to match Resco
  • Microsoft Dynamics CRM act as a hub, linking to many specialist services (Machine learning, Big data analysis), Microservices/app structure.
  • Portals used more, allowing CRM deployments to offer self service portals, contractor functionality and extending CRM to none CRM users.
  • Social CRM to really take off

2.  How do we play to win and perform at our best?

Ask yourself what is Microsoft good at? why do people choose Microsoft Dynamics CRM?  Office Integration, competitively priced, cloud solutions/Azure functionality is world class.  Microsoft are constantly innovating Microsoft Dynamics CRM and surrounding products.

  • Keep improving Microsoft Dynamics CRM
  • Purchase strategic Microsoft Dynamic Solutions/companies
  • Keeping prices cheaper than Salesforce.
  • Microsoft can continue to benefit from improved Azure functionality and an increase in Azure services and data centres.
  • Microsoft must improve their mobile application or buy Resco
  • Strategic purchased of related services.

3 – How do we build relationships internally and with customers, so we can deliver the future together as a team.

Microsoft work hard to embrace Microsoft Dynamics CRM partners and help enable them to sell Microsoft Dynamics CRM (although perhaps more focused on larger partners and enterprise solutions).  The training materials Microsoft offer is pretty good and the Azure training is really good.

Microsoft offer a competitive price for Microsoft Dynamics CRM Online.

Internally hiring the best people who want to make a difference.  Under Satya Microsoft have started to innovate rather than copy.   This outlook should be brought to the Microsoft Dynamics CRM division to create innovative new functionality and have a workforce engaged to deliver it.

Hosk’s Dynamic CRM Practise

How would I answer those questions with my virtual Hosk’s Dynamic CRM Practise and what strategy would I come up with.

1 – What is the future we want want and how great can we be?

When implementing CRM solutions I find lots of cautious companies who wary about signing up for the project due to earlier bad experiences with IT projects and failed CRM projects.  There are many companies who have lost confidence in their existing Microsoft Dynamics CRM supplier.

Microsoft Dynamics CRM companies don’t sell products they sell people, processes, technical knowledge and experience (I know companies who create products).

The future  vision is to create a reputation for being an innovative company delivery quality projects, collaborating with the customer.  You want your CRM company to be the best in their sector and who put quality and customer satisfaction at the top.

It‘s difficult to differentiate through price alone, focus on being the best choice to deliver CRM projects for the customers requirements with regards to experience, vision and capability (skilled people, resources).

When a customer buys CRM from your company

  • you know the reason,
  • the staff know the reason
  • the customer knows the reason.

To win business you must have strengths which other companies cannot match.  Pick an area of expertise and become the best at it

2- How do we play to win and perform at our best

The future for Microsoft Dynamics CRM practices is to specialise in an industry or technological service.  The Microsoft Dynamics CRM industry is crowded with lots of companies offering similar services and at similar prices.  Ask yourself why would someone buy CRM from my company?

  • price?
  • experience?,
  • an existing solution?

Most successful Microsoft Dynamics CRM resellers and the ones Microsoft have purchased, they focused on a specific area and become the market leader.

FieldOne – The best Field Services company in the Microsoft Dynamics CRM space (the only one I know to be honest).  They were so good Microsoft brought them, which is an indication you are doing something right.

Parature – Fantastic self-service portal, knowledge base, which can run alone and is slowly (very slowly) being integrated with Microsoft Dynamics CRM.

FantasySalesTeam – Microsoft Dynamics CRM and Gamefication (Hosk blog –  Is Gamification in a Microsoft Dynamics CRM a gimic?)

Resco – The leading Microsoft Dynamics mobile application/framework (Hosk blog – Why Resco acquiring CWR’s mobile CRM is important)

My strategies

  • Focus on Microsoft Dynamics Online solutions and specialise in delivering complex Microsoft Dynamics CRM projects online.  Align skills with Microsoft’s vision – Mobile, Cloud (Azure)
  • Concentrate on delivering FieldOne projects.  Field services is a growing marketing with Microsoft Dynamics CRM.
  • Get a head with Azure Machine learning and CRM.
  • Focus on 2 sectors, Create solutions to speed up projects.

3 – How do we build relationships internally and with customers, so we can deliver the future together as a team.

You need leaders, who can create a vision, mission and goals and explain this to the organisation.  Everyone should understand what the company strategy is and it’s goals.


You need to engage the employees so they will deliver the strategy.  Fully engaged employees not only understand the strategy but add to it with ideas, energy and hard work.  Engaged employees feel valued, listened to and believe they are making a difference, this leads to quality work.

If you think about the difference in amount and quality of work when you were engaged on a project compared to other projects, the difference is huge.

Staff must have the skills/training to deliver projects to high standards, customer satisfaction is vital.  The focus is on quality projects, quality individual performance and constant improvement.  In the Microsoft Dynamics CRM industry you are mostly selling people.  Happy, motivated and engaged in order to deliver great projects.

Team is important in Microsoft Dynamics CRM community, the number of technologies/products and services used in Microsoft Dynamics CRM projects is growing, the team must collaborate, talk, support and share knowledge to deliver quality projects to meet customer expectations and enhance the reputation of the company.


Great relationships with customers come from delivering projects which meet business requirements and delivered on time.


Writing this article helped me understand I haven’t thought deeply about the subject before and my  thoughts and ideas were other people’s or snippets of articles I had read.   I could see some of original thoughts on the subject emerging but more work is needed to come up with a viable strategy for the Microsoft Dynamics CRM industry.  I’m not sure my Hosk CRM practise would have done particularly well with the strategy outlined above.

It‘s difficult to create strategies without understanding the current Dynamics CRM market, identifying where the Dynamics CRM industry is heading and what opportunities are available.

I hope you found the article interesting, please leave some comments on the subject

If you are interesting in learning more, I recommend these two books


4 thoughts on “Thoughts on Microsoft Dynamics CRM Strategy

  1. Franco Musso May 10, 2016 / 1:38 pm

    A great article Hosk, certainly got me thinking. I’d add to your list headhunting clients from a strategic point of view e.g. being able to say you’ve implemented systems for the 3 biggest players in the industry carries a lot of wieght. Having just been through the procurement process for a UK university, I can definitely see major value in having vertical-specific expertise and major industry-specific accelerators / solutions in your arsenal. Making the case for entertaining the option of a blank slate platform like Dynamics CRM vs numerous higher ed-specific platforms that met 80-90% of requirements out of the box, from vendors that eat, sleep and breather higher education was near impossible.


  2. Fonsell May 11, 2016 / 5:07 pm

    Reblogged this on mfonsell and commented:
    Excellent strategic thinking from Hosk 😊 #notetomyself


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