United States

Integration of Microsoft Dynamics GP with Microsoft Dynamics CRM streamlines operations for business communications provider


North American Communications Resources (NACR) is a value-added provider of integrated business-communications solutions. The company, which employs more than 400 people nationwide, is the largest distributor of Avaya telecommunications equipment in the United States.

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NACR had an older version of a customer relationship management (CRM) tool that no longer met the company’s expanding needs. NACR wanted a single system its salespeople could use for prospecting, quoting, managing activities and entering sales orders. Ideally, the new system would reduce duplication and errors associated with data entry, provide management with better pipeline and forecasting capabilities and integrate seamlessly with NACR’s accounting system, Microsoft Dynamics® GP (GP). The new system also needed to detail accounts receivables aging, commissions owed and shipping dates.

RSM implemented Microsoft Dynamics® CRM and tailored it to NACR’s needs, fully integrating the system with GP. The integration enabled sales orders to be sent directly from CRM to GP for processing, synchronized customer names and addresses within the two systems, permitted invoice and delivery information to be sent seamlessly from GP to CRM, and provided a custom quoting tool that enabled automatic contract creation and other customer communications.

Previously, the company had run three manual reports weekly that were outdated by the time they reached sales, forcing salespeople to contact accounting to obtain current information. The integration provided NACR’s salespeople real-time information on A/R, commissions and shipping via the Web.


  • Dramatic decrease in salesperson calls to accounting
  • Enhanced accuracy of sales-prospecting pipeline
  • Improved effectiveness in selling and collecting
  • Increased efficiency within accounting