Moment: Microsoft’s Mike Morton Shares Why CRM Systems Need Accurate, Connected Data

In this moment, excerpted from the session “New Sales Reality: Accelerate Revenue and Seller Productivity in the Flow of Work,” Mike Morton, Vice President, Dynamics 365 Business Central and SMB, Microsoft, speaks to the importance of having accurate, connected data for a CRM system.

Key Takeaways

• Connected operations: Dynamics 365 is an integrated system in which marketing, sales, and service activities loop back into one another. To support effective work, data must be high quality and connected.
• Data dependencies: Morton explains how incorrect data can limit service effectiveness, weaken lead management, and prevent teams from using information appropriately. The “entire cycle, how we bring it together – we think is really going to change things and really, I think, kind of flip around what it really means in kind of the world of sort of CRM,” he says.