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Manage Relationships Better:

Marketing and Sales in Dynamics 365 Business Central

With Dynamics 365 Business Central, you get not only the standard ERP functionalities but also essential sales and marketing features to help you manage and support your sales activities. Ultimately, you sell more successfully and accelerate your sales processes (e.g., managing requirements, payment processing).

Focus on the right customers and build long-term relationships. With seamlessly integrated solutions that work together, this becomes even more achievable. Your employees can access the intuitive user interface.

Powerful Functions:

Your Functions in Customer Relationship Management

  • With the CRM functionalities in Dynamics 365 Business Central, you have all your contacts in one place – segmented as needed and guaranteed without duplicates.

    • Creating contacts

      You can easily create contacts using the contact card.

      For each contact, you can then:

      • Manage contact information,
      • Interactions,
      • Segments, and
      • Sales opportunities.

      By using duplicate checking (contact duplicates), you can avoid duplicate records or merge them.

      Dynamics 365 Business Central CRM Contact
      Contact information
      Dynamics 365 Business Central CRM Documents
      Dynamics 365 Business Central CRM Segments
      Dynamics 365 Business Central CRM Sales Opportunities
      Sales opportunities
    • Creating segments

      You can create segments if, for example, an action (e.g., direct mailing) should only be shared with a specific selection of contacts.

      Dynamics 365 Business Central CRM Segment
    • Merging duplicate records

      If you discover a duplicate of a contact, i.e., a duplicate record in the system, the system offers a function to easily merge the two contacts. To do this, select the “Merge with…” function on the contact card and choose the second record for merging. The application will then show you an overview of the duplicated field values and provide functions to select which existing values to keep or discard.

      Merge Contacts
      Merge Contacts
    • Avoiding duplicate contacts/duplicate checking

      When different employees create new contacts over time, or new records are automatically created during data migration, it may happen that there are multiple entries for a contact in the system. This is called a duplicate.

      To prevent duplicates from occurring at all, there is duplicate checking. You can set up the application to automatically search for duplicates when you create a new contact. Alternatively, you can do this manually after creating the contacts. You can set the percentage of matches, i.e., the percentage of identical character strings that two contacts must have for the application to consider them duplicates.

      Once you find a duplicate contact, you can merge the duplicates.

    • Contact classification

      You can classify your contacts. To do this, you either use filters or the so-called questionnaire setup. With this, you can create individual questionnaires that must be completed when creating a contact.

      Example 1: Type of relationship

      • Customer relationship
      • Supplier relationship
      • Bank relationship

      Example 2: ABC classification according to sales value

      • from € 500,000
      • from € 100,000
      • up to € 100,000
  • Utilize the functionalities to plan better. This way, you can conduct sales forecasting or reliably predict delivery dates. Your customers will love it!

    • Sales forecasting

      You can easily plan the sales of your items and control your orders based on this, avoiding any stockouts. Ultimately, you can see if the item may soon be out of stock and when the inventory should be replenished.

      Creating Sales Forecast
      Creating Sales Forecast

      The system predicts future sales based on past sales history. This forecast is made at the item level. In the “Item Planning” area, a chart is displayed showing the estimated sales of this item in the upcoming period.

      Dynamics 365 Business Central Item Planning
      Item Planning
    • Delivery date commitments

      Often, customers demand delivery date commitments for specific sales orders. With the system, you can easily and confidently make these commitments. Based on the known and expected availability dates of an item, the ERP system automatically calculates the delivery dates, which can then be promised to the customer.

      When you enter a desired delivery date in a sales line, this date is used as the starting point for the following calculations:

      • Desired delivery date – Transit time = Planned shipping date
      • Planned shipping date – Outbound warehouse lead time = Shipping date
    • Task assignment

      Within sales opportunities, you can assign various tasks and distribute them among your employees.

  • Manage all activities, from sales opportunity management to complaints, in the system.

    • Document exchange (add-on)

      With the Anveo EDI app, you can easily exchange data

      • with your customers (e.g., orders, invoices, credit notes, delivery notes, item data, availabilities, prices),
      • with your partner companies (improve business relationships through automated processes),
      • with delivery companies (e.g., order processing, confirmations, availabilities, or delivery notes), or
      • between locations/clients (e.g., financial data and item information).
    • Business inbox for Outlook or Outlook integration

      The system offers the ability to manage business interactions with your customers and delivery companies directly in Microsoft Outlook (Outlook client integration).

      This means: Your Outlook window includes Dynamics 365 Business Central functions as part of the integration. For example, data about customers and delivery companies is automatically displayed in a split window with an email. Additionally, you can create and send documents (e.g., quotes, invoices) from Outlook.

      Microsoft Outlook Dynamics 365 Business Central Integration
      Outlook Integration
    • Direct delivery

      You can easily simulate a direct delivery from one of your delivery companies directly to a customer in the system. When you create a sales order using the direct delivery feature and then create a purchase order, the customer is automatically entered in the “Ship to” field. This way, you can instruct delivery companies to send the goods directly to the customer.

    • Price determination and condition setting

      Sales price management is flexible. Prices can be structured using various models, such as:

      • Standard prices (set per item on the “Item Card”)
      • Different price agreements for specific debtors/groups (customer-specific on the “Customer Card”)
      • Individual price agreements with wholesale customers (order-specific on the “Sales Prices” page > “Special Prices and Discounts”)
      • Time-limited prices with a start and end date
      • (Individual) sales line or invoice discounts

      Special prices can be set up using various options, such as:

      • Campaign
      • Item variant
      • Unit of measure
      • Minimum quantity purchased
      • Order date
      • Currency
    • Logging of contact-related activities

      You can easily document communication between your sales staff and existing or potential customers in the system. This gives you an overview of the sales and marketing activities directed at your contacts, allowing you to improve your future business interactions with them.

      Contact-related activities include, for example:

      • Meetings
      • Letters
      • Documents (app)*
      • Email exchanges**
      • Phone calls
      • Sales opportunities

      *Documents (app)
      For professional document management, we offer an interface to third-party software. We work with partner companies such as d-velop (App d.3) or Continia (App Document Capture).

      Continia Document Capture
      With this tool, you can scan all types of documents, extract OCR data, register, and archive. PDF files are downloaded directly from specified email addresses and processed with OCR technology, if desired. This process runs automatically, without user intervention. Paper documents are scanned using a desktop or network scanner and processed in the same way.

      D3.ecm is a document management system that allows you to organize printed documents from your business applications, paper documents, business-related and evidence-relevant emails, and much more.

      **Email Exchange
      Dynamics 365 Business Central can work with Microsoft Exchange Online to keep a record of incoming and outgoing messages. You can view and analyze the content of each message on the “Activity Log Entries” page.

    • Blanket orders

      With a blanket order, you agree with your customer on a larger quantity of items that will be delivered in multiple releases. The ERP system allows you to clearly map blanket orders, including all details related to invoicing, delivery, and billing.

    • Complaints

      You can easily process returns from your customers. Review booked items, enter return agreements, book return documents, enter replacement items, and calculate restocking fees.

      Dynamics 365 Business Central Sales Complaint
      Sales Complaint
    • Sales quotes

      You use a sales quote to capture an offer for your customers and offer specific products under special delivery and payment terms. You can then send the sales quote from the ERP system to the debtor to inform them of the offer.

      If your customer does not accept the offer directly but makes a counteroffer, you can modify the sales quote as needed and resend it. When the customer accepts the offer, you convert the sales quote into a sales invoice, where you book the sale.

    • Sales orders

      You create a sales order when a customer purchases goods from you. You can create this manually or from a sales quote. You can then send the sales order from the system to the debtor to confirm the purchase. Unlike a sales quote, the sales order is embedded in the entire procurement logic of the ERP system. This means that various processes are triggered:

      • A stock availability check is performed to see if there is enough stock
      • the purchase department is informed if new goods are needed
      • logistics is informed, etc.

      It is also possible to process the order in partial deliveries.

      Dynamics 365 Business Central Sales Order
      Sales Order
    • Opportunity management

      You can also create sales opportunities. These must be assigned to employees from purchasing or sales and have a contact to be able to track potential sales.

      Usually, you create sales opportunities through specific contacts (action “Create Sales Opportunity” under “Contacts”) or sales personnel (action “Create Sales Opportunity” under “Salespersons”).

      Dynamics 365 Business Central Sales Opportunity Card
      Sales Opportunity Card
    • Webshop integration

      Depending on your used webshop system, we are happy to develop a custom interface together with you according to your requirements.

      For the Shopify shop system, there is already a practical Dynamics 365 Business Central Connector.

  • Campaigns are used in the system to offer a specific promotion to a group of contacts. For example, you may want to send an email with a special offer to all interested trade show visitors who have provided you with their contact information. For such cases, the ERP software offers useful functionalities.

    • Selection of target audience

      In campaign management, you first define the target segment. These are all the contacts you want to interact with as part of the planned campaign. In the example above, this would include all trade show guests who have provided you with their contact information and are interested in your new product. So, you group these individuals as the target audience in a segment.

      Dynamics 365 Business Central CRM Campaigns Segment
      Defining the Segment
    • Setting start and end dates

      After deciding which segment the campaign should include, you set the start and end dates.

      Dynamics 365 Business Central CRM Campaign Date
      Setting Date Values
    • Pricing including discount percentage

      In addition to the segment and timeframe, you have the option to customize prices and, if desired, set a discount percentage that the customer will receive on individual items. However, since not every campaign includes a price, this information is not mandatory.

    • Assignment of sales opportunities

      It is possible to manage sales opportunities within campaigns.

    • Assignment of salespersons or group

      Create activities for your campaigns to assign them to the appropriate salespersons.

      Dynamics 365 Business Central - CRM - Campaigns - Salesperson Code
      Salesperson Codes
  • Your field employees benefit from the ability to access the system while on the go – even offline, thanks to an add on.

    • Mobile access

      You can access the system from any device. You can do this via the responsive Modern Client or, even better, through the software’s Universal App. This allows you to access all functions on the go, navigate through your business data, view current charts and KPIs, or send sales quotes and invoices via email.

    • Offline access (add-on)

      With Anveo’s Mobile Sales App, your field employees have quick and easy access to data on the go – even offline. With the mobile connection, they directly access customer data, orders, and prices digitally. Additionally, sales conversations can be digitally supported (e.g., through digital product catalogs, saved items, joint order creation).

Dynamics 365 Business Central Kundenkarte
Customer card in Dynamics 365 Business Central 
Strong in Comparison:

Your Benefits from Our Sales/Marketing Functions

Icon showing hand shaking

Customer Service

By viewing complete and detailed information, you can focus on segments with the greatest sales potential. The system makes recommendations for upsell, cross-sell and resell opportunities. This allows you to build long-term relationships.

Icon showing a document


You can easily manage and classify contacts (including sales histories), create segments, manage marketing campaigns and log communication histories. The duplicate check helps you avoid duplicate data records.

Icon showing a heart

Satisfied Customers

The system provides an accurate and timely overview of your contact information so that you can serve your potential customers more efficiently and increase satisfaction. Overall, communication is more satisfactory.

From Theory to Practice:

Tutorial: Sales Manager in Business Central

  • How do I manage sales opportunities?

    For sales management, sales opportunities are essential. It’s important to capture them, keep them in view at all times, and convert them into sales in the long run. You can easily capture sales opportunities in the system. Each sales opportunity is managed on what’s called a Sales Opportunity Card.

    In this card, the following information is stored:

    • Description
    • Contact name
    • Campaign number*
    • Priority of the sales opportunity
    • Status of the sales opportunity
    • Segment number

    *It’s useful to potentially link the advertising campaign through which the sales opportunity arose. Why?

    • The offer price of the campaign is then automatically adopted for the sales opportunity.
    • The campaign can be evaluated in more detail when the sales opportunity is directly assigned to it.

    By capturing and maintaining sales opportunities, you have them in view at all times – even with your first coffee in the morning – through the intelligent dashboard. For example, you can immediately see which sales opportunities you should currently pursue and which sales opportunities might even be overdue.

    Dynamics 365 Business Central Dashboard

    As mentioned, you can also view the overdue sales opportunities at any time.

    A detailed overview provides information about the date, process stage, value, and success chance. In this example, you may notice a sales opportunity with an expected value of € 10,000 and an estimated success chance of 20 %. Note that the column Calculated Current Value can be calculated in various ways. In this example, it is calculated based on probability. However, a calculation based on success chance or a combination of probability and success chance would also be conceivable.

    Overdue sales opportunities
    Overdue sales opportunities

    But the dashboard also provides you with much more information (e.g., profitable customers). Furthermore, you have the option to view and download reports. For example, you might want to look at the sales statistics. Through these reports, it’s easier for you to keep track of your team’s sales and consequently develop new sales strategies.

    Dynamics 365 Business Central - Sales statistics
    Sales statistics
  • How do I convince in a sales pitch?

    In order to provide reliable statements in sales conversations, it’s important that sales representatives can access real-time inventory data at any time.

    You can provide all employees, for whom it’s possible via role centers, with an overview of all products including available quantities via the Item menu item, as well as view additional item attributes.

    Dynamics 365 Business Central - Article as a list Article as a list

    Alternatively, the display of items as a list is possible instead of in list form in tile design. On the right side, thanks to integrated artificial intelligence, you can also see forecasts of future inventory development. You can also display additional statistics, such as sales planning.

    By providing information on real-time data and the ability to make reliable and credible statements, you will convince your prospects.

    Articles in tile design and stock levels
    Articles in tile design and stock levels
  • How can I document the activities and communication with interested parties?

    Depending on the status of the sales opportunity, sales representatives work more or less towards sales success, perhaps even as a team. It is advantageous to document all activities and communication. This way, you have all the information available in conversations with prospects, and employees know what has already been done.

    In the Sales Opportunity Card, you can see statistical values on the right side (e.g., number of activities). An activity could be a phone call or an email, for example. By logging activities, all team members can understand the status and see what other team members have done. Additionally, you can add comments and conversation notes to ensure comprehensive and up-to-date information.

    When you click on the value entered in the statistics, a list of activities opens up. All information about past activities is stored there.

    Information on activities relating to a sales opportunit
    Information on activities relating to a sales opportunity
  • How can I create offers based on the requests?

    Now it’s up to sales management to successfully close the sales opportunity. When the time comes, sales management can create a sales offer in response.

    Sales opportunity map
    Sales opportunity map

    Then, you fill in the appropriate fields:

    • Customer (other fields are automatically filled with the standard customer information, e.g., contact)
    • Desired delivery date
    • Sales offer lines (e.g., item, no., description, location code, quantity, unit price, discount)
    • Invoice details (e.g., currency code, shipment date, VAT posting group, payment terms code)
    • Delivery and billing (e.g., address, contact)
    • Foreign trade (e.g., triangular trade, procedure, mode of transport, loading port, region of origin)
  • How do I manage campaigns?

    One of the tasks in sales and marketing is to conduct campaigns, such as acquiring new customers. Examples could include inviting people to an event or announcing a new product.

    You can create and manage campaigns via the dashboard. This includes the number, description, status code (e.g., 1-PLAN), and start and end dates.

    Creation of a campaign in Dynamics 365 Business Central
    Creation of a campaign

    In the second step, you determine the target audience. You can set the target audience via segments. Perhaps there is already a suitable segment for your project. If not, you can create it in just a few clicks.

    Then you can activate the campaign. For email campaigns, attachments (e.g., an e-book) can also be included.

    Segmente in Dynamics 365 Business Central anlegen
    Creation of segments

    Once activated, the campaign is live, and the emails have been sent.

    At the end, the marketing management is interested in how successful the campaign was. By clicking on the Statistics button, you can track metrics such as:

    • Response rate
    • Number of sales opportunities
    • Costs

    These insights can also be retrieved via a report. This way, you always have an overview of your ongoing and past campaigns.

Dynamics 365 Sales:

Is one ERP System enough for Your Needs?

Are the features of Dynamics 365 Business Central Sufficient, or is a Separate CRM System Necessary?

Easily assess this in our blog article “CRM Funktionen im Vergleich: Dynamics ERP vs. CRM” (German article).

The Dynamics 365 platform includes additional applications like Dynamics 365 Sales alongside Business Central. This is a specialized application for sales.

Good to know: If you utilize this solution in conjunction with another Dynamics 365 application (e.g., Dynamics 365 Business Central), you can save significantly. The Dynamics 365 Sales Professional license then costs only € 16.90 per user per month instead of € 54.80 per user per month.

Decision Made Easy:

Why anaptis? Your Benefits


Why should you choose us as your partner company for ERP implementation from within the vast Microsoft network? Here’s an overview of what makes us unique:

  1. Standard-Adjacent and Flexible Approach
  2. Fair Usage Rights to Code
  3. Person-Centric Support
  4. Honest and Fair Statements
  5. Experienced and Stable Company
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