Microsoft Flexes Dynamics CRM's Marketing Muscle
The company courts CMOs by extending its CRM solution with marketing and social listening technology from some recent acquisitions.Following the "highly transformative release" of Microsoft Dynamics CRM 2013 last fall, Bill Patterson, senior director of Dynamics CRM, said his company is keeping the momentum going with some major new enhancements this year. Microsoft today unveiled Dynamics Marketing, a cloud-based multichannel marketing component for the company's customer relationship management (CRM) platform based on its acquisition of MarketingPilot in 2012. Rather than simply graft the technology onto Dynamics, Patterson indicated that Microsoft set to work on fully integrating and extending MarketPilot's capabilities. "We have completely rebuilt that solution from the cloud up," Patterson told eWEEK. He also said Microsoft "expanded on it greatly" and that Dynamics Marketing has the distinction of being "the first cloud service completely built on the Azure cloud service from us." Windows Azure is Microsoft's in-house cloud services foundation for both consumers and enterprise customers. The company completely overhauled the user experience, processes and analytics, enabling marketers to project and measure results with better accuracy, added Patterson. Dynamics Marketing also leverages Microsoft's user-friendly Power BI analytics visualization technology for Office 365. His group "exposed Microsoft's Power BI inside of Excel to the Dynamics Marketing cloud," he said.
In a statement, Bob Stutz, corporate vice president of Dynamics CRM, said the product enables marketers to "create a unifying foundation that allows them to plan effectively, execute across traditional and digital channels delivering qualified leads to their sales teams, and analyze the results that prove the value of their investments."