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MSD CRM Updates

CRM Functional Modules Overview

Understanding CRM Functional Modules

The entire Microsoft Dynamics CRM application is divided functionally for different types of users and teams. Hence, if the organization is using the Customer Relationship management to manage its processes, the users from the Sales team would use the functionalities that come under the Sales module, while the users from the Marketing team would use the functionalities that fall under the Marketing module. It is designed around the following CRM Functional Modules.

  • Sales
  • Marketing
  • Service Management

CRM Functional Modules are often called as Work Areas.

All these three CRM Functional Modules come together to drive the entire lifecycle of gaining a new customer (Marketing), selling them the services (Sales) and maintaining the existing customers (Service Management).

CRM Functional Modules

CRM Sales Marketing Customer Service

To understand this flow in a better way, consider the bank which sells credit cards to its customers. The typical lifecycle of selling a credit card to a customer would be as follows. In each step of this lifecycle, you will see that how the Sales, Marketing and Service modules perform their role.

Sales & Marketing – The bank’s call center office executive receives the information of potential customers; often called as Leads in CRM. Then these Leads are captured in the CRM system via marketing campaigns, sales drives, referrals, etc.

Sales – The call center executive communicates with the Leads either with phone calls/emails/etc. If the customer is interested in the credit card offers, the Lead record will be converted to an Opportunity record (won Lead).

Service – Once the customer becomes a part of the system, the company would assist him/her with the payments, billing, refunds, etc. Whenever the customer has any queries or concerns, they will make a call to the call center and raise the incidents. The executive will follow up to resolve the case with the aim to provide quality service to the customer. These tasks fall under CRM Service Management.

Navigating CRM Work Areas

Step 1 − Open CRM Home Page.

Step 2 − By default, you will view the Sales work area as chosen.

CRM Work Areas

CRM Work Areas

Step 3 − To change the work area, click to the Show work areas option. You will see the options for choosing the Sales, Service, and Marketing.

CRM Work Areas Show

CRM Work Areas Show

Step 4 − Click Sales. This will display you all the entities which fall under the Sales such as Accounts, Contacts, Leads, Opportunities, Competitors, etc. Each of these entities is categorized by their business process such as My Work, Customers, Sales, Collateral, etc.

CRM Sales

CRM Sales

Step 5 − Similarly, if you click to the Marketing work area, you will view all the entities related to Marketing business functionalities.

CRM Marketing

CRM Marketing

Sales Module

The Sales module of CRM is designed to drive the entire sales lifecycle of a new customer. The Sales module consists of the following sub-modules

Leads – Represents a person or an organization that can be a potential customer to the company in the future. This is the first step towards getting the potential customer in the system.

Opportunities – Represents the potential sale to a customer. Once the Lead displays interest in the offering, it gets converted to an Opportunity. An Opportunity will either be won or lost.

Accounts – Represents the company with which an organization has relations. Once the Opportunity wins, it gets converted to either the Account or Contacts.

Contacts – Represents the person or any individual with whom an organization has relations. Mostly these Contacts are the customers of an organization (e.g. all credit card customers of a bank). Once the Opportunity wins, it gets converted to either the Account or Contacts.

Competitors – Manages all the market competitors of an organization.

Products – Manages all the products provided by an organization to its customers (Example, all the credit card plans).

Quotes – A formal provide for products or services proposed at specific prices sent to a prospective customer (Example, yearly pricing of a certain credit card plan sent to the customer).

Orders – The quote that gets accepted by the customer turns into an Order.

Invoices – A billed order generates an invoice.

Marketing Module

CRM Marketing Module

CRM Marketing Module

The Marketing module of the CRM is designed to drive the entire marketing process of an organization for its existing and potential customers. The Marketing module consists of the following sub-modules −

Marketing Lists – Provides a way to group your Contacts, Accounts, and Leads and interact with them via sending promotional emails, event details, newsletters and other updates relevant to the target customers. You can define the criteria to make your marketing lists.

Campaigns – Campaigns are designed to measure the effectiveness and accomplish a particular result, such as introducing a new product or increasing the market share and may include various communication channels such as the email, newspaper ads, YouTube ads, etc.

Quick Campaigns – The fast Campaign is similar to Campaign however it can be related to only one type of activity.

All the above mention Marketing modules work in close coordination with the Sales module.

Service Management Module

CRM Service management Module

CRM Service management Module

The Service Management module of the CRM is designed to focus, manage, and track the customer service operations of the organization such as helping the incident-based services, supporting the customers using service scheduling, etc.

The Service Management module covers the following sub-modules −

  • Cases (Incidents) – Helps any customer requests, issues, or complaints to be tracked via incidents/cases. The case follows various stages of a problem resolution process and then finally gets resolved and is closed.
  • Knowledge Base – Maintains the master repository for all the common questions and answers that a customer frequently asks.
  • Contracts – Contracts work with Cases mentioning all the active contracts that the customer has.
  • Resource Groups – Represents the people, tools, rooms, or the pieces of equipment that are used to deliver a service. These resources can be used to solve a particular customer issue.
  • Services – Represents all the services that an organization provides to the customers.
  • Service Calendar – Used to schedule the work timings and schedules of the users who work in an organization.

Activity Management

CRM Activity Management

CRM Activity Management

All the CRM Functional Modules explained above use Activity Management. An Activity represents any kind of interaction with a customer such as a Phone Call, Email, Letter, etc. These activities can be related to any of an entity explained earlier such as the Account, Contact, Lead, Case, etc. By default, the Dynamics CRM offers the following types of activities out-of-the-box

  • Phone Call
  • Email
  • Task
  • Appointment
  • Recurring Appointment
  • Letter
  • Fax
  • Campaign Response
  • Campaign Activities
  • Service Activity
  • Custom Activities


In this Article, we have learned about the three major CRM Functional Modules – Sales, Marketing, and Service Management. We understood how the work areas are organized in CRM and how the entire lifecycle of a CRM organization works. We also looked at the Activity Management module of CRM which allows creating Phone, Email, Fax and other types of customer interaction activities.

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