Microsoft Dynamics 365 CRM and marketing automation

Tussle Digital designs a simple, scalable and fully customised Dynamics 365 CRM that raises productivity, improves data quality and simplifies sales. We match the solution to how your teams work today and how you will scale. The work covers CRM implementation, marketing automation and integrations.

Pipeline setup and sales process configuration

A structured, stage-gated pipeline mirrors your sales journey.

• Stage exit criteria and qualification rules to reduce leakage
• Probability models and forecast categories for accurate revenue projections
• Business rules and field validations to keep data consistent
• Optional territory management and round-robin lead assignment

Data model governance and system architecture

• Well-designed entities, relationships and metadata standards
• Naming conventions, picklists and validation controls
• Role-based security and field-level permissions for compliance
• Solution layers for safe deployment and change control across DEV, UAT and PROD environments

Lead and opportunity lifecycle framework

• MQL to SQL to Opportunity transitions with clear acceptance criteria
• Sales methodologies supported, including BANT, MEDDIC and SPICED
• Routing and handover rules between SDRs, AEs and AMs
• Duplicate detection, merge policies and data stewardship workflows

Sales productivity tools and automation

• Guided selling through playbooks, task templates and timeline prompts
• Automated follow-ups, reminders and SLA timers
• Document automation (quotes, proposals) and electronic signatures
• Teams and Outlook integration for activity sync and collaboration

Reporting, dashboards and forecasting

• Pipeline health, win-rate, cycle time and stage conversion dashboards
• Manager roll-up forecasts with overrides and commentary
• Sales activity productivity, such as touches per deal and next-best-action
• Data quality dashboards for ongoing governance

See sales automation for more.

We build automated, scalable programs that personalise engagement, accelerate nurture and strengthen retention, in Dynamics 365 Marketing or integrated best-of-breed platforms.

1. Journey automation. Event-driven, multi-step journeys based on behaviour and lifecycle stage. Branching logic (for example engaged vs dormant) and goal-based exits. Event marketing covering webinars, registrations, attendance and follow-ups. Preference centre and consent capture aligned to compliance.
2. Lead scoring models. Combined fit and engagement scoring with decay and reset logic, calibrated against historical closed-won data, with sales acceptance thresholds and auto-routing on score achievement.
3. Segmentation framework. Dynamic, rules-based segments using CRM attributes, activity and intent. Account-based segments for ABM (industry, revenue, buying group). Suppression lists and fatigue rules to prevent over-messaging.
4. Email and SMS automation. Brand-safe, accessible, mobile-first templates. Personalisation tokens and conditional content. Deliverability standards covering domain authentication, list hygiene and send windows. SMS consent management and geo-compliant send policies.
5. Marketing insights and attribution. Multi-touch attribution (position-based or data-driven), UTM governance and campaign hierarchies, channel performance dashboards and ROI analysis, and sync to sales for closed-loop reporting.

We build secure integrations that remove silos and create one source of truth across sales, marketing, finance, operations and support.

1. Sales and support tools. Outlook and Teams two-way sync of emails, meetings and call notes. Telephony and VoIP for click-to-call, call logging and recordings. Service platform integration for a 360-degree customer view of tickets, SLAs and CSAT.
2. Marketing and advertising. LinkedIn Ads, Google Ads and event tools connected to CRM campaigns. Audience sync from CRM to ads for retargeting and lookalike expansion. Offline conversion upload and pipeline attribution back to ad platforms.
3. Finance and ERP synchronisation. Integrations with Business Central, Finance and Operations, SAP and Oracle. Synchronised product, price, customer, invoice and payment status. Credit terms, billing status and collection risk surfaced to sellers.
4. Power Platform automation. Power Automate flows for approvals, escalations, notifications and SLAs. Power Apps for lightweight apps such as field sales, partner portals and inspections. Power BI dashboards embedded in Dynamics.
5. Custom API integrations. Secure REST and Graph integrations with retry, throttling and monitoring, data mapping and error handling, plus audit logging and observability.

See CRM integrations for the wider integration approach.

These enterprise foundations keep a Dynamics 365 environment secure, consistent and adoptable.

• Environment strategy (DEV, UAT, PROD), solution management and application lifecycle management (ALM)
• Role-based access control, field security and audit history
• Data retention, DLP policies and compliance alignment
• Release management, training and user adoption programs
• Centre of Excellence practices for Power Platform governance

Our approach has four stages:

1. Discovery and design
2. Build and integrate
3. Migrate and enable
4. Go-live and support

Start with the CRM automation sprint. Using HubSpot instead? See the HubSpot platform page.