CRM modernizations don’t usually make headlines—but when one delivers immediate revenue impact and reins in runaway costs, it’s worth a closer look. Optrua, a Microsoft Dynamics 365 and Power Platform consulting firm, has completed a CRM transformation for Advantage Design Group (ADG) that reshaped how the organization sells, forecasts, and scales.

The project centered on stabilizing and optimizing ADG’s Microsoft Dynamics 365 environment after an earlier migration from a legacy CRM exposed unexpected challenges. While the move promised a modern, web-based system, the lack of specialized Dynamics expertise quickly became a bottleneck.

Sales processes were inconsistent, pipeline visibility was limited, and database storage costs were climbing fast—an all-too-familiar story for organizations that modernize platforms before modernizing processes.

When Modern CRM Creates New Problems

ADG’s leadership saw the warning signs early. Sales teams weren’t aligned around a shared workflow, opportunities were slipping through the cracks, and executives had little clarity on deal status. At the same time, alerts around database growth raised concerns about long-term infrastructure costs.

According to Catherine Swingle, Chief Operations Officer at Advantage Design Group, the issues were operational as much as technical. Without clear process alignment, the CRM was acting more like a digital filing cabinet than a revenue engine.

That’s where Optrua stepped in—not with a sweeping reimplementation, but with a business-first diagnostic approach.

Fixing the System Without Breaking the Business

Rather than proposing a disruptive overhaul, Optrua began with a discovery-driven consultation focused on how ADG actually operates today—and where it wants to go next. That understanding shaped a phased improvement roadmap delivered through the Optrua Care Plan, the firm’s continuous improvement engagement model.

This incremental approach mattered. It allowed ADG to address critical issues—like bloated storage usage and fragmented sales workflows—without exceeding budget or overwhelming internal teams.

Swingle pointed to CEO Ryan Redmond’s hands-on involvement as a key differentiator. The engagement wasn’t about configuring features for their own sake; it was about aligning Dynamics 365 to real-world selling behavior.

From Cost Control to Revenue Growth

The results were tangible and fast.

On the infrastructure side, Optrua helped ADG reduce unnecessary database storage, easing cost pressures and stabilizing the Dynamics environment. On the sales side, automated workflows guided sellers through a consistent, repeatable process—bringing much-needed structure to lead management and opportunity tracking.

Sales leadership gained clearer visibility into pipeline activity, making forecasting more reliable and performance easier to manage. Perhaps most importantly, ADG’s internal applications administrator was equipped with the tools and knowledge needed to sustain improvements long after the initial engagement.

Then came the revenue impact.

ADG reports an 80% increase in lead capture, a dramatic lift that underscored how process clarity and system discipline can translate directly into growth. For Swingle, the outcome validated the decision to optimize rather than replace.

A Case Study in Smarter CRM Investment

The partnership also highlights a broader trend in CRM and MarTech strategy: organizations are increasingly favoring targeted expertise over permanent headcount. By outsourcing highly specialized Dynamics work to Optrua, ADG avoided overstaffing while still accessing deep platform knowledge when it mattered most.

That flexibility is becoming critical as CRM systems grow more complex and intertwined with revenue operations, analytics, and automation. Not every organization needs a large internal CRM team—but most need the right expertise at the right time.

An Ongoing, Not One-Time, Transformation

Both companies describe the engagement as an ongoing partnership rather than a closed project. For ADG, the confidence comes from knowing its CRM can evolve alongside the business without recurring disruption.

For Optrua, the project reflects a philosophy that’s gaining traction across B2B tech: CRM success isn’t about software alone. It’s about intentional implementation, continuous improvement, and alignment with how teams actually work.

In an era where CRM platforms promise intelligence and automation out of the box, this case serves as a reminder—real gains still depend on execution.

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