Project Overview
Radley Yeldar, an independent creative communications consultancy founded in 1986, was operating across multiple disconnected systems for contact management, pipeline tracking and email marketing. With no integration between them, it was impossible to get a reliable view of the sales pipeline, understand who was talking to whom, or extract current management information to support decision-making.
Working with Transparity, Radley Yeldar implemented Microsoft Dynamics 365 integrated with ClickDimensions, delivering a unified platform for sales and marketing automation. From scoping to go-live, the solution was deployed in four months — giving the team an advanced, automated capability to manage campaigns, track relationships and identify opportunities across a growing number of channels.
The Challenge
Disparate information and disjointed communication
Radley Yeldar wanted to automate and connect their business development resources, so they could plan, manage and monitor campaigns more effectively.
Business development team members couldn’t easily identify who was talking to whom or what sales and marketing activities were in progress. Sometimes, people had to resort to verbal enquiries to find out if anyone was at work on an account. It was impossible to extract reliable or current management information to support decision-making and strategic and marketing planning.
Previously, Radley Yeldar had tracked contacts and leads using several systems. One was for basic contact management which was inflexible and difficult to search, with no automation. Another unconnected system helped manage opportunities and pipeline. In addition, the consultancy was using a separate email marketing solution with no links to either of their existing databases.
This lack of connectivity meant it was difficult to understand the pipeline of opportunities. It was also time-consuming for the team to extract, filter and import data into the email marketing solution. There was no tracking visibility of emails for the non-marketing members of the team.
Best-in-class CRM technology that’s easy to use
Radley Yeldar had already seen Microsoft Dynamics 365 in action at a Transparity event and immediately could see the difference the solution could make to their organisation.
Radley Yeldar discussed the opportunity with Transparity to develop a detailed requirement document so they could systematically evaluate other CRM products on the market. Transparity’s full demonstration of Microsoft Dynamics 365 further convinced Radley Yeldar that it was the best solution for their needs.
“Transparity showed us how flexible and user-friendly the software was, so we were quite confident that it could do everything we wanted. We were also strongly influenced by the team’s experience and knowledge. They talked our language, so we felt comfortable that they understood how we worked internally and how we wanted to communicate with our customers and prospects as well as the way we needed to create and evaluate campaigns.
Radley Yeldar is a creative communications consultancy and therefore our approach to new business and client development has to reflect this by being considered, intelligent and insightful. Coupled with the fact that nearly everything we do at Radley Yeldar is a result of a team effort, it was becoming increasingly inefficient and highly ineffective to work from multiple systems. We needed one version of the truth and we needed a CRM system that was sophisticated enough to help us track and maximise intricate client relationships from complex organisations. We also needed one that could support our marketing strategy in parallel and help us harness the power of social listening. After spending a lot of time reviewing systems and implementation partners, it became apparent that Microsoft Dynamics and Transparity were the right fit for Radley Yeldar.” — Radley Yeldar
The Solution
Automated campaigns through Microsoft Dynamics CRM plus ClickDimensions
Jeremy Ward, Transparity’s Head of Consulting, worked closely with Radley Yeldar to help specify and scope the first phase of the project. Work on deploying Microsoft Dynamics sales tools and integrating them with the ClickDimensions email solution began in earnest. The time it took for Transparity to move from the first phase of scoping, through to customising the software and launching the solution, was four months.
From initial project planning to go-live, Transparity worked closely with Radley Yeldar to ensure that the solution deployed would not only overcome their specific business challenges but would also add significant value from day one.
The speed of deployment was a key factor. From a limited, manual set of data and processes, Radley Yeldar now has an advanced and automated capability to target, deploy, monitor and follow up email campaigns far more effectively and quickly.
The Outcome
The power to be social, current, collaborative and analytical
Microsoft Dynamics 365 features a host of functionalities which further complement the integration between the sales and marketing functions.
With digital marketing now a vital tool for a cutting-edge consultancy, Radley Yeldar is excited about the future possibilities for marketing analytics combined with inbound and outbound engagement across a growing number of channels.
Furthermore, with Radley Yeldar choosing to deploy Microsoft Dynamics 365 in the cloud, they also benefit from Microsoft upgrades, new features and capabilities when they are released.
