Centralized, Integrated, Future-Proof: Leveraging Customer Information to Elevate Processes

MK Illumination has long since moved past viewing CRM as a mere contact management tool. The system continues to evolve centered on a new level of flexibility that allows data and views to be filtered and structured according to each team's specific needs. All relevant customer information is available centrally across all departments, enabling workflows to be optimized and designed with a true customer-centric focus.

"From the very beginning, we also mapped elements of project management within the system," says Fölser-Lentner. For instance, complex sales phases were integrated to allow for the structured tracking of multi-year projects a crucial factor in the international project business.

The system was further enhanced by:

• Leadmanagement and classifications
• Mobile app access for teams on the go
• Individualized dashboards
• Increased automation

„The user-friendliness of Dynamics was a true game-changer," describes Anita Fölser-Lentner, Project Manager for the implementation. "I can access my contacts from anywhere, initiate workflows, and call customers directly this saves time and significantly increases transparency."

A New Implementation Partner for Deeper Marketing Integration

In the first phase of the project, the system was initially implemented with a different Microsoft partner. However, when it came to marketing functionality and customer journeys, it quickly became clear that a partner was needed who could think strategically about campaign setups and provide expert, peer-level consulting.

gorelate delivered exactly this expertise, offering a profound understanding of marketing processes, specifically in the areas of customer journeys and communication automation. Together, they established the foundation for a platform that strategically connects sales and marketing, enables cross-functional processes, and is successfully utilized today as a fully integrated solution.

"We wanted someone who could support us not just technically, but also with strategic marketing content," explains Fölser-Lentner. "gorelate convinced us immediately during a half-day workshop; within three hours, they had understood our challenges and sketched out initial solutions."

Innovating Together: MK Illumination & gorelate Create Space for Future Growth

From that point on, the collaboration grew steadily, extending from marketing and lead handovers to sales, through to Power Platform enhancements and advanced automations.

Alexander Triendl, Head of Online Growth and CRM, adds: "With gorelate, we finally have a partner who truly understands our business model and, depending on our available resources, either takes the lead on implementation or empowers us to execute things independently."

What is particularly valued:

• Fast response times
• A flexible, solution-oriented approach
• echnical depth paired with strong business acumen

Dynamics 365 paves the way for the Power Platform

With the introduction of Dynamics 365, MK Illumination also gained access to the Power Platform and with it, the opportunity to build a connected, cross-team platform that interacts directly with other Microsoft products. The Power Platform provides tools that integrate seamlessly into existing processes and significantly simplify daily operations.

The solutions in use include:

• Power BI for business intelligence and data analytics,
• Power Automate for cross-system automation,
• and a custom-developed Power Page as a digital entry point for customers and partners.

The seamless integration and high flexibility of the Power Platform were key reasons why MK Illumination chose Dynamics 365; together, these systems enable an integrated, scalable, and future-proof cloud architecture.

„We used to have many data silos. Now, we have a central, integrated system that we can continuously expand“, says Alexander Triendl, Online Growth & Marketing Strategist.

Challenges & Learnings

A key takeaway from the project was the importance of well-budgeted planning and a clearly documented vision. It was particularly crucial to structure requirements early on and maintain consistent documentation throughout. MK Illumination recommends that companies facing a CRM implementation or restructuring place a special focus here, as these foundations are vital for project success and the long-term evolution of the platform.

Choosing the right partner is essential for ensuring a CRM project is successful not only technically, but also from a business perspective. MK Illumination emphasizes how important it was to find a partner who provides consulting as an equal, understands the specific requirements, and takes an active role in shaping the solution. In gorelate, they found exactly that partner. Today, the team is highly satisfied to have jointly created a platform that intelligently connects sales and marketing and is built to evolve for the future

Into the Future with AI and Automation

MK Illumination is already leveraging Microsoft Copilot today, including in Outlook, within the CRM, and for process automation. The goal for the future is to intelligently connect and automate even more areas of the business. In particular,both internal and field sales teams will be empowered to work even more closely with customers. Supporting processes are to be further automated to strategically allocate resources and drive efficiency.

A central focus is intelligent lead qualification, which will be increasingly automated in the future. This ensures that the sales team can concentrate on the right contacts without the need for manual preparation.

As with many companies, Artificial Intelligence is becoming a top priority for MK Illumination. Together with gorelate,this area will be strategically developed and pushed forward.

"Our goal is to become more efficient, optimize our resource allocation, and continue to grow internationally. Throughout this journey, gorelate remains our sparring partner for whatever lies ahead.", says Alexander Triendl.