AI-Powered Dynamics 365 CE Modernization for Sales & Marketing Operations
A leading healthcare technology provider needed to modernize its legacy Trade Show Management application and unify event operations within its customer engagement ecosystem. CES applied its Engineering.AI framework across discovery, solution architecture, CRM modernization, workflow automation, quality engineering, and governance to streamline event management, improve cross-functional visibility, and establish a scalable Dynamics 365 Customer Engagement (CE) foundation.
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The Challenge
Legacy Event Management Constraints
Manual Event Coordination & Communications
Disconnected Marketing & Event Operations
the client
Healthcare Technology Provider
Technology Stack
- Microsoft Dynamics 365 CE
- Power Automate
- SharePoint Online
- CRM Workflows
- Event Management
- Document Management
- Data Migration Frameworks
- Test Automation
Solution Area
- Dynamics 365 CE Modernization & Sales Operations Transformation
the impact
Centralized Event Operations
Reduced Manual Administrative Effort
Improved Data Integrity
Enhanced Visibility into Event Performance
THE MODERNIZATION WAS ENGINEERING-LED. THE RESULT?
CONNECTED EVENTS AND COMPLETE VISIBILITY.
The Need
The organization relied on a legacy Trade Show Management application that operated outside its Dynamics 365 environment, creating disconnected processes for event planning, attendee management, communications, and reporting. As event participation grew, fragmented data and manual coordination increased administrative effort and limited visibility into customer engagement and event performance.
The client needed a modern, integrated solution to centralize event operations, improve governance and reporting, and automate key workflows. While the organization leveraged Dynamics 365 as its broader customer engagement platform, the immediate focus was on modernizing and consolidating event and marketing operations, creating a foundation for future customer engagement and platform expansion initiatives.
Challenges
- Legacy Application Complexity & Disconnected Data: Event management processes operated outside the primary CRM platform, resulting in fragmented attendee, customer, and event data. The lack of integration limited reporting capabilities and reduced visibility into event performance and engagement outcomes.
- Manual Processes & Operational Inefficiencies: Event communications, attendee management, and activity coordination relied heavily on manual effort. Administrative teams spent significant time managing event-related activities, increasing the risk of delays, errors, and inconsistent user experiences.
- Governance, Documentation & Migration Risks: The organization lacked standardized approaches for document management, testing, and migration governance. A structured modernization strategy was required to ensure a seamless transition while maintaining operational continuity.
CES leveraged its Engineering.AI framework to modernize trade show operations by migrating the legacy application into Microsoft Dynamics 365 CE and establishing integrated, automated business processes.
1. Legacy Discovery & Modernization Planning
- Conducted assessments of the existing Trade Show Management application, business processes, and data structures.
- Identified integration points, workflow dependencies, and migration requirements.
- Generated modernization roadmaps and migration strategies to support a controlled platform transition.
- Defined governance standards and success criteria for implementation.
2. Requirements Engineering & Solution Architecture
- Collaborated with marketing, event operations, and business stakeholders to understand operational requirements and process improvements.
- Designed a Dynamics 365 CE-based architecture to centralize event and attendee management.
- Defined standardized event management workflows, reporting requirements, and user experiences.
- Established integration patterns for document management and collaboration.
3. CRM Modernization & Platform Consolidation
- Migrated the legacy Trade Show Management solution into Microsoft Dynamics 365 CE.
- Centralized event, attendee, customer, and engagement data within a single CRM environment.
- Improved visibility into event participation, attendee interactions, and event outcomes.
- Established a unified platform for marketing and event operations teams.
4. Workflow Automation & Process Optimization
- Implemented automated notifications and communication templates to improve event coordination.
- Streamlined event management activities through standardized workflows and data capture processes.
- Reduced reliance on manual administrative tasks and fragmented tracking methods.
- Improved process consistency and operational efficiency across teams.
5. Governance, Information Management & Quality Engineering
- Implemented a standardized SharePoint hierarchy for event-related documentation and content management.
- Developed migration frameworks, acceptance criteria, testing strategies, and validation processes.
- Strengthened governance, traceability, and auditability across event operations.
- Ensured a smooth transition through structured testing and quality assurance practices.
- Centralized Event Operations: Trade show management capabilities were fully integrated within Dynamics 365 CE, creating a single platform for event planning, attendee management, engagement tracking, and operational reporting.
- Reduced Manual Effort: Standardized workflows, automated communications, and centralized information management reduced administrative overhead and improved operational efficiency across event teams.
- Improved Data Integrity; Centralized event and customer information improved data consistency, reporting accuracy, and traceability across the organization.
- Stronger Cross-Functional Collaboration: Marketing, event operations, and related business teams worked from a shared platform with standardized processes, enabling better coordination, visibility, and information sharing.
- Enhanced Reporting & Visibility: Integrated CRM data provided improved insight into event performance, attendee engagement, participation trends, and operational outcomes.
- Scalable CRM Foundation: The modernized Dynamics 365 CE environment established a future-ready platform capable of supporting additional automation, integrations, and customer engagement initiatives. The implementation also provides a foundation for potential future alignment with sales processes and customer relationship management capabilities within the wider Dynamics 365 ecosystem.
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