Jennifer Burnham
, June 22, 2023
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In our 2023 Professional Services Trends Report, our 100 respondents reported that Customer Relationship Management solutions were the biggest technological investment in 2023 and the future. Due to this, it is evident the CRM continues to be the most important technology for professional services firms. 

As professional services firms progress in their growth, they are adopting integrated CRM systems that offer a comprehensive perspective of their clients from all angles. The true 360-degree view is the ultimate goal. By adopting a data-driven approach, these firms transition into a deeper understanding of existing clients as well as how to acquire them. This strategic shift enables the firm to deliver customized service levels tailored to the unique needs of each client.

Benefits of Microsoft Dynamics 365 for Professional Services Firms

Microsoft Dynamics 365 is one of the most extensive CRM systems. Dynamics 365 is a centralized platform in which organizations can store and access customer data, track customer interactions, and manage customer relationships effectively. 

Although there are many benefits of utilizing Microsoft Dynamics 365 CRM, one key benefit professional services firms prioritize is its highly customizable culture that can automate rule-based tasks across sales, marketing, customer support, field service, and more. Additionally, Dynamics 365 CRM greatly enhances operational efficiency through standardization and streamlining of business processes. Microsoft Dynamics 365 also provides a marketing automation tool that simplifies processes such as the creation of leads and client lists, campaign creation targeting relevant prospects, evaluation of outcomes, and follow-up execution. However, the most utilized benefit of Microsoft Dynamics 365 professional services firms utilize is Project Service Automation (PSA), otherwise known as Dynamics 365 Project Operations. 

Dynamics 365 Project Operations

Project Service Automation (PSA), now known as Project Operations, drives project success and profitability by creating one application to connect your project-centric business. Additionally, Project Operations helps you shorten the deal cycle and enables a smooth transition from estimation to execution. Deliver exceptional deal management experiences with flexible pricing, more accurate quotes, forecasting, estimation, and contract management.

Additional key benefits of utilizing Project Operations include:

  • Enhanced planning for projects, estimates, and establishing work schedules
  • Ability to easily estimate and monitor project costs and revenue
  • Accurate predictions of resource requirements for upcoming projects
  • Visibility to track project progress and cost utilization 
  • Streamlined quoting, pricing, and billing for projects 
  • Capabilities to assign and manage resources effectively
  • Reports and interactive dashboards to monitor key performance indicators.
  • And more

Professional services organizations can also expand Project Operations to include sales insights and deep pipeline management with built-in integration to Dynamics 365 Sales and Dynamics 365 Finance. You can also better support your service technicians by connecting with Dynamics 365 Field Service.

How Alithya Can Help

Respondents from our 2023 Professional Services Trends Report were evenly split on the use of Project Service Automation (PSA), or Project Operations. Due to this, it is apparent that some business leaders are failing to recognize the importance of these tools. A survey by MGI Research demonstrated that PSA tools were the common link between the most successful companies of 2022. 

Alithya helps many professional services firms create and deploy Project Operations into their organization. The ability to deliver profitable projects on time and on budget is an important outcome of deploying a PSA system. Alithya provides support and an expert team of consultants to grow your business and manage your workforce. Our solutions include project service automation, marketing, artificial intelligence, sales, productivity and integration, and database solutions. Contact us to learn more about how we can partner to invest in your company’s success with a robust CRM system.


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