Marketing Automation - CRM 2011
Marketing Automation - CRM 2011
CHAPTER 1: INTRODUCTION
Objectives
The objectives are: Examine the benefits of closed loop marketing. Create and use marketing lists. Identify when to use a quick campaign and when to use a marketing campaign. Examine the purpose of quick campaigns and the key steps to create one. Review the purpose and elements of marketing campaigns. Planning marketing campaigns. Create and use campaign templates. Import Leads from Microsoft Office Excel files.
Introduction
Microsoft Dynamics CRM provides the tools to make it easier for your marketing staff to take advantage of the customer data you already have. They can join efforts with sales and more easily evaluate the success of marketing efforts. Overall, Microsoft Dynamics CRM enables you to extend the effectiveness of your marketing department. Using marketing campaigns, marketing lists, and campaign templates, marketing employees can identify, execute, and replicate effective marketing initiatives across sales channels.
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Microsoft Dynamics CRM is designed to help companies solve these problems by providing one tool to connect the efforts of both groups. In Microsoft Dynamics CRM, marketing campaigns can be used to provide what is known as "closed loop marketing." By ensuring that the campaign targets, campaign activities, and the results of the campaign activities are related and captured in a consistent format, the entire team can measure data such as: Number of leads produced Number of converted leads Number of opportunities Revenue produced from closed opportunities Cost for each lead Cost for each opportunity
The ability to know what was spent on a campaign and relate it to the actual revenue that resulted is the essence of closed loop marketing. A marketer with this information can plan, forecast, and target more effectively. Additionally, this information helps the marketing team assess the quality of lead sources and design campaigns that produce better results with each effort.
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Chapter 1: Introduction
Creating Marketing Lists
When creating a marketing list in Dynamics CRM, the most important properties to specify are as follows: The Member Type for the marketing list is the type of record from which the members are drawn: accounts, contacts, or leads. Once you have saved a marketing list, the member type cannot be changed. Also, you can only add members of the specified type to a single list. Use the Type field to specify whether the list will be Static or Dynamic. Static lists will need to have their members updated periodically; the members of dynamic lists will be automatically updated based on the query specifying which members are included in the list. Once a marketing list is created, you cannot change the value specified in the Type field.
The method of adding members to your marketing list differs depending on whether you have created a static or dynamic marketing list.
Since the marketing list is static, none of those changes will impact the list members until you use the Manage Members function to update the list. NOTE: In this example, the fact that the list is static means that there may be contact records within its member list that have opted out for email marketing since the list was last updated. It is important to realize that the Dynamics CRM email marketing function will not send a marketing email to a list member who has been opted out by setting the value of the Bulk E-mail field to Do Not Allow. But if you want the members within a marketing list to reflect the purpose of the list, and one of the purposes of a list is to send emails to willing recipients, it is a good practice to use the Manage Members function to periodically update static marketing lists.
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9. In the Manage Members dialog box, click Use Lookup to add members, and then click OK. 10. In the Look Up Records dialog, use the Search field to narrow your member list.
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Chapter 1: Introduction
11. Select the members, and then click Add to move them to the Selected records box. Click OK. 12. Click the File tab, and then click Close.
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4. Use the Advanced Find view to identify the members to include in the marketing list. Click Find to preview the members. 5. Click Back to Query to make any required changes to the query. 6. When you are finished adding members, click the Use Query button. This updates the members and closes the Manage Members dialog. NOTE: Unlike a static marketing list, a dynamic list's members are automatically updated as the underlying data are changed. This way, when you manage members for a dynamic marketing list, you will only need to update the list when making changes to the query that selects the list's members.
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Quick Campaigns
Quick campaigns create a single activity for distribution to a marketing list or a unique group of accounts, contacts, or leads. The Quick Campaign Wizard simplifies the task of choosing an activity, assigning the activity to the appropriate user(s), filling in the details of the quick campaign, and distributing the activities. The scheduled activity appears automatically in the assigned user's Workplace. Create quick campaigns by first creating a list of the recipients for the campaign and then starting the Quick Campaign Wizard. To create a quick campaign, start by identifying the customers that the campaign is targeting. Do this by selecting customers from a view, or by creating a search in which the results are the target customers. From the search result, start the Quick Campaign wizard. Quick campaigns allow activities to be assigned to users and queues for completion.
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Chapter 1: Introduction
Whether to automatically send the email and close the activity once the email is sent. This only applies if the activity type for the campaign is email. The details for the quick campaign's activity. The details vary by activity. Note that if the activity type is an E-mail, you can select an E-Mail template to use, generating personalized emails as the campaign activities.
Use a marketing list to select the customers. To access existing marketing lists, in the Navigation Pane, click Marketing and then click Marketing Lists. Select the list to use, and then click Create Quick Campaign to start the wizard. Use Advanced Find to search records. After running an Advanced Find, in the results, click Create Quick Campaign to start the wizard.
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After you create the quick campaign, Microsoft Dynamics CRM creates and distributes the activities to the selected accounts, contacts or leads. Once the quick campaign has been created and distributed, the assigned user can view and take action on the campaign activities and the responses. The records for customers can be viewed and reports can be run to analyze the effectiveness of the campaign.
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7. In the Assign these activities to field, click the appropriate owner option. The choices are: a. Me: The activities will be assigned to you. b. The owners of the records that are included in the quick campaign: The activities will be assigned to the owners of each record. c. Assign to another user or team 8. Optionally, select the Add the created activities to a queue option to place the activities in a queue. Click Next. 9. Depending on the selection in Step 6 above, the Specify the Content of the Activity form will contain various fields to be completed. Enter the appropriate information and click Next. 10. Confirm the quick campaign information and click Create. The quick campaign activities are immediately distributed as indicated.
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Goal Description
Use the Quick Campaign feature to send an e-mail to all active accounts, using the "Account Reconnect" e-mail template and assigning all activities to the Sales team for follow-up.
Challenge Yourself!
Perform the following steps to complete this lab: 1. Click Quick Campaign in the Actions group. 2. Select For Selected Records. 3. Follow the steps in the Wizard to complete the campaign.
Step by Step
Perform the following steps to complete this lab: 1. In the site map, click Marketing. Then click the right-arrow to the right of Accounts and select Active Accounts from the drop-down list. 2. Select all records in the view by clicking the check-box at the top of the data grid. 3. Click the Add tab, and then click Quick Campaign in the Marketing group. 4. Select For Selected Records. 5. After the Create Quick Campaign Wizard opens, click Next. 6. In the Name box, type "Account Reconnect" and then click Next. 7. In the Activity Type box, select E-mail.
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8. Select the Assign to another user or team option, and then click the Lookup button to the right of the field. 9. Select Team in the Look for drop-down list, and then select the Sales team. Click OK. 10. Click Next. 11. Click the Use Template checkbox, and then click the Select Template button at the right of the field. 12. In the Select Template dialog, select the Account Reconnect template and then click OK. Notice that the Subject and E-mail body fields are read-only. This is because the e-mail template already contains that information. 13. Click Next and then click Create. 14. In left navigation, click Quick Campaigns. 15. Open the Quick Campaign you just created by clicking Account Reconnect in the My Quick Campaigns list, and then click E-mail Messages Created, and review the list of letters that were generated.
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By having all the information in one place, you can quickly assess how successful the campaign was.
Campaign Activities
Campaign activities form the core of a campaign; they are the action that constitutes the campaign, such as sending a letter, making a phone call or sending an email. Campaign activities can include a priority and a budget. For example, if the activity is a letter, the budget might include the cost of printing, envelopes, and postage. This information helps you determine the cost and value of the campaign. When finished with the activity, you can update the actual cost. Tracking the costs assists in planning future activities and campaigns. Campaigns can have more than one activity, for example, you might send a letter and follow up with a phone call. Activities within a campaign can use the same marketing list or each activity can use a different list. For example, a campaign might include three different marketing lists for various groups of customers with different messaging for each group. In this case, you will create separate activities for each message and each activity uses a different marketing list to target the appropriate customers for that message. The types of campaign activities in Microsoft Dynamics CRM are as follows Phone Appointment Letter Mail Merge Fax E-mail
While creating or modifying campaign activities, you can enter the costs of the activities. When costs are updated in activities, they automatically update the
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total cost of the overall campaign. This allows you to view all costs associated with a campaign.
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Planning Activities
Planning activities help you organize all of the activities required to launch and operate a campaign. For example, if your campaign were an event for your customers, you could enter planning tasks such as reserving space or hiring vendors. You can also have tasks such as designing and ordering the brochures to be mailed out.
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Chapter 1: Introduction
Target Products
A marketing campaign can be designed to promote one or more products. If your organization uses the product catalog in Microsoft Dynamics CRM, you can add products to the campaign to make it simple for salespeople to view what the campaign is promoting, and to help create specific reports showing campaign effectiveness. For example, the marketing team might be interested in knowing how many campaigns were run to promote a certain product over a certain period and how much revenue those campaigns generated.
Sales Literature
Sales literature is content about a product or a service. Salespeople can review the literature and deliver it to customers based on their interest level. Marketers can add sales literature files to a campaign to help salespeople find the information needed for effective customer follow-up. Sales representatives can download or view added sales literature whenever it is needed.
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Chapter 1: Introduction
Tracking Campaign Costs
The Financials tab on the campaign contains budget and actual cost information. The individual campaign activities also contain cost information. Generally, the campaign manager enters and updates the following information. In the campaign record: Budget Allocated: The amount of money budgeted for the campaign. Miscellaneous Costs: Any costs not incurred by campaign activities. Estimated Revenue: The expected revenue resulting from this campaign.
In the campaign activity records: Budget Allocated: The amount of money budgeted for this activity. (Note that activity budget allocation is not rolled up into the campaign's budget allocation. The numbers are maintained separately.) Actual Cost: The actual cost of the activity when it is performed.
When you save the relevant records, Microsoft Dynamics CRM calculates and displays the following information in the Financial tab of the campaign record: Total Cost of Campaign Activities: The actual cost of the campaign, based on the actual costs entered for all the campaign's activities. Total Cost of Campaign: The actual cost of the campaign, based on the costs entered for all the campaign's activities plus the miscellaneous costs entered for the campaign.
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3. In the General section of the form, enter the appropriate information and observe any noted restrictions or requirements as needed. The most important fields include: a. Name: This is a required field. b. Currency: If you intend to associate a price list with the campaign you must select the same currency that is specified in the price list. c. Status Reason: Click on the stage that the campaign is in the drop-down. d. Campaign Type: Select the campaign type in the drop-down. e. Price List: If you select a price list, any opportunities arising from this campaign will automatically get the same price list. f. Offer: Enter a description of the actual offer you are contacting customers about. g. Proposed Begin Date, Proposed End Date h. Actual Begin Date, Actual End Date
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4. In the Financials section of the form, enter the appropriate information and observe any noted restrictions or requirements as needed: a. Budget Allocated b. Expected Revenue c. Miscellaneous Costs: Enter the total for any known costs of the campaign that are not entered in the actual campaign activity records. 5. In the Notes section of the form, enter any information that might be helpful to users who will view this campaign. 6. On the Campaign tab, in the Save group, click Save & Close.
Planning Activities
After you have created the campaign record, you can add planning activities to it. Planning activities are actions that are generally performed prior to distributing the campaign activities; they are the pieces that must be put in place for the campaign. Typical planning activities include the following examples: Booking event venue and catering information for an event marketing campaign Writing advertising or website copy, or creating landing pages Creating any marketing collateral required for the campaign Appointments or phone calls to discuss various campaign-related issues Purchasing lists or other items from outside vendors
NOTE: In Microsoft Dynamics CRM 2011 a planning activity can be any type of activity record, such as a phone call, an e-mail, an appointment and so forth. This is different from previous versions, in which a "planning task" was a special version of a task activity type that could only be used in a campaign. This new approach is a significant improvement, since it preserves the ability to associate an activity with a campaign, to report on it and so forth, but adds complete flexibility in the kinds of activities you can use to plan campaigns.
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Campaign Activities
Campaign Activities are in most cases the "customer touch-points" of a campaign. For example, you can use an email campaign activity to send emails to every member of a marketing list, or a phone call campaign activity can assign phone call activities to the sales representatives responsible for the contacts in a list. Campaign activities fall into two categories: Channel activities: The activity specifies a channel of communication (such as an email, a letter, or a phone call). Channel activities can be distributed. When a campaign activity is distributed an activity record of the same kind as the channel is created. For example, when an email campaign activity is distributed, individual emails can be sent to each of the members in a marketing list, and appear as if they are sent from the users responsible for each contact record. When a phone call campaign activity is distributed, phone call activities will be created and can be assigned to the responsible account manager. Non-channel activities: Activities that do not have a specified channel or that have a channel of Other cannot be distributed; they act as to-dos to track actions that must be performed during the campaign. All campaign activities, including non-channel activities, remain in the owner's activity list until they are changed to channel activities, completed, and then closed.
An activity can have a particular marketing list associated with it. For example, a campaign might have three different marketing lists for various groups of customers, to send different messaging to each group. A channel campaign activity cannot be distributed unless at least one marketing list is associated with it.
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Chapter 1: Introduction
3. In the left navigation area of the Campaign form, in the Common section, click Campaign Activity. 4. On the List Tools Campaign Activities tab, in the Records group, click Add New Campaign Activity.
5. In the Campaign Activity section of the form, enter the appropriate information and observe any noted restrictions or requirements as needed. 6. On the Campaign Activity tab, in the Save group, click Save & Close. 7. Click the File tab, and then click Close.
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The list of campaign activities appears, including: The subject of the activity, such as purchase list from vendor. This information provides a brief description of what work has to be completed. The person responsible for completing the activity. The vendor that has been selected to perform the task. This information only appears if you have linked the vendor record to the activity. A vendor can be either an account or a contact. The method of conducting the activity. For example, this might be a phone call if your sales staff contact customers by phone, or e-mail if you plan to send electronic messages. The status of the activity. This can be proposed, completed, canceled, or closed.
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Perform the following steps to add marketing lists to an existing campaign: 1. In the site map, click Marketing and then click Campaigns. 2. Locate the campaign in the list and click it to open the form. 3. In the left navigation area of the Campaign form, in the Marketing section, click Target Marketing Lists. 4. On the List Tools Marketing Lists tab, in the Records group, click Add Existing Marketing List. 5. In the Look Up Records dialog, select one or more lists and click Add. 6. Then click OK to add them to the campaign. 7. In the Add Marketing Lists to Campaign dialog, accept the default value for the Add the marketing lists to open undistributed campaign activities field and click OK.
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Goal Description
Create a new marketing campaign enter the following information for the marketing campaign: Name: Customer Appreciation Golf Tournament Status Reason: Ready to Launch Campaign Code: CAGT Campaign Type: Event Expected Response: 40 Budget Allocated: $25,000 USD Miscellaneous Costs: $2,500 USD
The campaign will include the following activities: Planning activity: Reserve Country Club o o o Owner: Administrator Priority: Normal Due: May 1, 2011
Subject: Invitation E-Mail o o o o o Owner: Gail Erickson Channel: E-mail Type: Direct Initial Contact Priority: High Scheduled Start Date: February 15, 2011
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Challenge Yourself!
Using the information provided in the Goal Description, perform the following steps to complete this lab: 1. Create the campaign and enter the information on the campaign form. 2. Create the planning activities. 3. Create the campaign activities. 4. Add the marketing list to the campaign.
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13. On the Campaign Activity tab, in the Save group, click Save & Close. 14. In left navigation, in the Marketing section, click Target Marketing Lists. 15. Click Add Existing Marketing List. 16. Select the Active Accounts list and click OK. 17. In the Add Marketing Lists to Campaign dialog, accept the default values and click OK. 18. Click Campaign. 19. Click Save & Close.
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3. On the Campaign tab, in the Actions group, click Copy as Campaign. 4. Enter a name for the new campaign. 5. On the Campaign tab, in the Save group, click Save & Close.
Importing Leads
Marketing departments are often responsible for building and maintaining an organization's leads. Often, lead records need to be imported from external sources. Microsoft Dynamics CRM features an easy to use Import Data Wizard that automates the process of importing lead records and many other types of information, such as accounts, contacts and products. The Import Data Wizard allows you to import data from several different file formats, including .xml, .txt. and .zip files. One of the most commonly used formats for importing data is the .csv format, which is one of the "save as" options in Microsoft Office Excel, and which can be opened, viewed and edited using Excel.
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3. In the Upload Data File step of the Import Data Wizard, click the Browse... button, and locate and select the .csv file containing the leads you wish to import. 4. Click Next. 5. Click Delimiter Settings to expand the section, and confirm the delimiter settings. In this demonstration we will use the default values. Click Next.
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6. In the Select Data Map step of the Import Data Wizard, select Default (Automatic Mapping), and then click Next. 7. In the Map Record Types step, select the Microsoft Dynamics CRM Record Types drop-down list, and select Lead. Click Next. 8. Map the Required Fields and as many of the Optional Fields as you wish, and then click Next. 9. On the View Mapping Summary Page, verify that fields are mapped correctly, and then click Next. 10. Click Submit, and then click Finish.
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Summary
Microsoft Dynamics CRM enables you to develop sophisticated marketing campaigns that coordinate campaign activities, materials, and resources. This lesson provides an overview of marketing campaigns, and demonstrates how your marketing staff might use closed-loop marketing to view customer preferences, relationships, and buying history to anticipate their future needs. Microsoft Dynamics CRM provides the tools to makes it easy to launch simple, powerful campaigns allowing you to track responses and monitor results, saving time setting up future campaigns.
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11. Which of the following are required fields on the Campaign form? ( ) Name ( ) Currency ( ) Campaign Type ( ) Status Reason 12. Which is an advantage of using a campaign template? ( ) Templates are required for every campaign. ( ) Templates reduce the time of setting up the campaign. ( ) Templates are required when a product is involved in the campaign. ( ) Templates increase the campaigns response rate. 13. What are some of the items that can be associated with a campaign template? ( ) Campaign Activities ( ) Campaign Results ( ) Target Products ( ) Collateral 14. Which of the following are true regarding the data import wizard? ( ) A data map file must be created prior to running the data import wizard. ( ) Automatic mapping can often be used instead of creating an external data map. ( ) Column headers in the CSV file must match field names in Microsoft Dynamics CRM. ( ) If the column headers in the CSV file match field names in Microsoft Dynamics CRM the field mapping process is faster and easier.
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2.
3.
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Chapter 1: Introduction
Solutions
Test Your Knowledge
1. Which of the following is a benefit of closed loop marketing? ( ) Sales has visibility into what marketing is doing to support their efforts ( ) Marketing has visibility into what the sales team does to follow up on the leads they produce ( ) Overall marketing effectiveness improves because there is a way to measure what works and what does not () All of the above 2. Which of the following is not a feature of quick campaigns? ( ) Associate a marketing list ( ) Create campaign activities () Create multiple campaign activities ( ) Send e-mail to a marketing list 3. Which of the following are features of both Quick Campaigns and Marketing Campaigns? () Can both use marketing lists ( ) Can both use campaign templates. () Can distribute campaign activities to contacts, leads or accounts. ( ) Both have several built-in reports for tracking campaign effectiveness. 4. Which of the following cost-related functions can you perform in marketing campaigns? ( ) Forecast expenditures by month () Budget the cost of activities () View the total cost of the campaign () Enter the actual cost of activities 5. Which type of records can you use to create a marketing list? () Account () Contact () Lead ( ) Opportunity
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9. Which of the following are types of campaign activities? () Letters () E-mails ( ) Planning Activities () Phone Calls 10. Which of the following are required when you are creating a campaign record? ( ) Use a campaign template ( ) Set the start date ( ) Set the end date () Name the campaign
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11. Which of the following are required fields on the Campaign form? () Name () Currency ( ) Campaign Type () Status Reason 12. Which is an advantage of using a campaign template? ( ) Templates are required for every campaign. () Templates reduce the time of setting up the campaign. ( ) Templates are required when a product is involved in the campaign. ( ) Templates increase the campaigns response rate. 13. What are some of the items that can be associated with a campaign template? () Campaign Activities ( ) Campaign Results () Target Products ( ) Collateral 14. Which of the following are true regarding the data import wizard? ( ) A data map file must be created prior to running the data import wizard. () Automatic mapping can often be used instead of creating an external data map. ( ) Column headers in the CSV file must match field names in Microsoft Dynamics CRM. () If the column headers in the CSV file match field names in Microsoft Dynamics CRM the field mapping process is faster and easier.
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