Project Overview
Goodman Jones, a London-based mid-market accountancy firm, recognised the need to invest in a robust CRM and marketing system to improve how it captured and used client data. Partners were building strong relationships, but there was no consistent way to track interactions, follow up on opportunities or manage workflow across the firm — creating inefficiencies and the risk of missed cross-selling opportunities.
With Transparity as its partner, Goodman Jones implemented Microsoft Dynamics 365 in the cloud — integrated with accounting, tax, billing software and Companies House. The firm now has a single source of truth for client data, automated deadline tracking across core services, and improved visibility of its pipeline of business development opportunities.+
The Challenge
Goodman Jones recognised the need to invest in a robust CRM and marketing system to improve how it captured and used client data. While partners and directors were building strong relationships, there was no consistent way to track interactions or follow up on opportunities.
Client data existed but was difficult to access and use effectively. Marketing communications were not always reaching the right contacts, limiting their impact.
At the same time, the business faced challenges around workflow management. Each partner used their own approach, which worked in isolation but made it difficult to achieve consistency and visibility across the wider organisation. This created inefficiencies and the risk of missed opportunities to cross-sell services.
“We needed an efficient way to unify our contact management, communication and workflow across clients and departments.” — Matt Cook, Partner, Goodman Jones
The Solution
Goodman Jones implemented Microsoft Dynamics 365 in the cloud with support from Transparity, creating a unified platform for CRM, workflow management and business development.
The project began with consultancy workshops to understand the organisation’s requirements and design a tailored solution. This was refined collaboratively before implementation.
The system now supports workflow management across core business services, including VAT returns, personal tax and corporation tax. Automated alerts ensure deadlines are tracked and met, reducing reliance on manual processes.
Dynamics 365 integrates with key systems including time and billing, accounting and tax software, as well as Companies House. This enables automatic updates to company information and ensures data consistency across the business.
Dashboards provide real-time visibility of workload, deadlines and outstanding actions, helping teams prioritise effectively.
For business development, the system captures and tracks contacts, relationships and opportunities, including referrals. A single, centralised dataset ensures consistent processes for managing client interactions across the firm.
The Outcome
Goodman Jones now operates with a single source of truth for client data, eliminating the need for manual data entry and improving efficiency across the business.
Marketing effectiveness has improved significantly, with communications reaching more relevant contacts and generating better engagement. The firm can now track and manage its pipeline of opportunities more systematically.
The platform enables more effective prospecting by combining internal data with external sources to identify potential opportunities and target clients more accurately.
“For the first time, we can clearly see our pipeline of opportunities and address them systematically, without missing potential new work.” — Matt Cook, Partner, Goodman Jones
The business also benefits from improved visibility of work in progress, helping ensure deadlines are met and service delivery is consistent across teams.
Benefits
Improved data visibility: A single, centralised system provides clear, real-time insight into client data and business performance.
Enhanced workflow management: Automated alerts and tracking ensure deadlines are met and tasks are managed efficiently.
Stronger business development: Improved tracking of opportunities enables better targeting and increased conversion potential.
Increased marketing effectiveness: Communications are more targeted, reaching the right contacts and improving engagement.
Operational efficiency: Integration with core systems reduces manual processes and ensures data accuracy.
