MS Dynamics
Aligning marketing operations with Dynamics CRM - so the data that marketing generates flows correctly into the records sales depends on.
Microsoft Dynamics integrations with marketing automation platforms are among the most technically demanding configurations in the stack.
The Dynamics data model - entities, relationships, and the security roles that govern what any given integration account can read or write - creates failure modes that most marketing teams don't discover until a lead routing gap surfaces in pipeline reporting. By then the data loss has usually been accumulating for longer than anyone wants to admit.
Our Approach
Our Dynamics work focuses on the integration layer: the sync configuration between Dynamics and your marketing automation platform, the entity mapping that determines what records are created and updated, and the field-level logic that controls how marketing data flows into the CRM records sales depends on.
We audit systematically, identify the root cause of every sync discrepancy, and rebuild the configuration to handle the edge cases - duplicate records, missing required fields, security role restrictions - that generic implementations ignore.
Discuss MS Dynamics
Connect with Phil to discuss your operational environment, what's not behaving correctly, and how Tactical Marketing approaches the repair and governance work.
Contact Us"I've tried a lot of vendors and consultants for all areas across the world for decades but never found such a deep relationship as the one with Tactical MA. You can find cheaper companies but they will never pay off. Every second invested with Phil makes up for ages spent with another supplier. Our relationship lasts for over ten years now. His ability to think cross-functional and to keep track of all possible actions and implications is real."
What We Do in MS Dynamics
Related deep dive
CRM Integration →Marketing platform and CRM behaving as one system, not two.
Or browse the full operations library.
Frequently Asked Questions
Leads from marketing keep disappearing before they reach sales in Dynamics. What's usually the cause?
Three usual suspects, often in combination: security role restrictions that block the integration account from writing to certain entities or fields, required-field validation that silently rejects records the marketing platform sends without those values, and duplicate detection rules that merge or discard records the sync tried to create. None of these produce an error your marketing team ever sees - the platform reports the sync as running. We trace the drop point record by record, fix the specific configuration causing it, and add the monitoring that surfaces the next failure instead of hiding it.
Our Dynamics instance is managed by IT. How do you work alongside them?
Collaboratively, and with respect for their change control - Dynamics environments in most organizations sit under IT governance for good reason. We do the diagnostic work, document exactly what needs to change and why - entity mapping, field-level security, integration account permissions - and either implement through their change process or hand the specification to their team to execute. What we bring is the marketing-side depth most IT teams don't carry: how the marketing automation platform expects the sync to behave, and what breaks on the marketing side when Dynamics changes.
Do you handle just the Dynamics side, or the marketing automation platform too?
Both sides, because the failures live at the boundary. A Dynamics sync problem diagnosed only from the CRM side misses half the picture - the marketing platform's field mapping, sync intervals, and record creation logic are equal contributors to duplicates and data loss. We audit the full round trip: what marketing sends, what Dynamics accepts, what comes back, and where the two systems disagree about which record is authoritative. Fixing one side in isolation is how the same problem returns wearing different symptoms.
Related Services
Develop.
SugarCRM
SugarCRM customization and administration aligned to your actual sales workflow, not a generic implementation that gets worked around.
Develop.
Custom Apps
Purpose-built solutions for the operational gaps that off-the-shelf software doesn't address - built to fit the systems around them, not just to work in isolation.
Develop.
API Integrations
Integration architecture that handles edge cases, failure states, and the field-mapping specifics that determine whether data flows correctly under real conditions.
Start the conversation.
If something isn't behaving the way it should, that's where we start. Phil reads every inbound personally and responds within one business day.