How iDM manages international sales with Microsoft Dynamics 365 CRM

The goal of the CRM implementation was clear: create one reliable source of customer data, standardize sales processes across countries, improve lead and opportunity management, and give sales teams greater visibility throughout the sales cycle.

An Austrian specialist in heat pumps and energy management

iDM Energiesysteme develops and manufactures heat pump systems and intelligent energy management solutions at its headquarters in Matrei in East Tyrol, Austria. From there, the company serves customers across Europe and supports installers with planning services, technical consulting, and expertise through the iDM Academy.

Its sales organization spans several countries and sales channels, with both field and internal sales teams. Close collaboration with skilled trade partners plays a central role. Their practical requirements feed directly into consulting, service, and product development. As iDM expanded internationally, a shared CRM platform became increasingly important for managing customer data, leads, projects, and sales activities across locations.

Why iDM needed a centralized CRM platform

As the company grew, the complexity of its sales organization increased as well. While some teams already used digital systems, processes and documentation were not standardized throughout the organization. Sales information was stored in local files, Outlook, Excel spreadsheets, and individual systems. For an internationally growing company with several sales channels, this made it increasingly difficult to track activities transparently and manage sales effectively.

iDM therefore needed a centralized CRM system that could support international sales management and multilingual use. The company wanted to establish standardized sales processes, improve quotation tracking, and make customer data accessible from one place. At the same time, it wanted to reduce the workload for its internal sales team and improve collaboration between sales, marketing, and after sales.

Standardizing CRM and sales processes across countries

Together with BE-terna, iDM consolidated the different requirements of its country organizations and turned them into a streamlined group standard. During workshops, the project team analyzed and aligned existing ways of working and mapped the resulting processes to Microsoft Dynamics 365.

A key priority was to bring the requirements of the individual country organizations into one shared process without making the solution unnecessarily complex. Key users and business teams played an important role in establishing the new processes throughout the organization.

A step by step Dynamics 365 rollout kept the project manageable

A deliberate step by step approach was an important factor in the successful rollout. iDM started with a practical standard setup and then developed the system further based on specific needs. This meant teams did not have to adopt too many new functions at once. Instead, they could gradually become familiar with the new processes and ways of working.

This approach also gave iDM the flexibility to extend its Dynamics 365 platform as new requirements emerged.

A consistent BE-terna team focused on iDM's needs

The collaboration between iDM and BE-terna remained consistent and collaborative throughout the project. Continuity within the project team proved particularly valuable.

"Working with a consistent team throughout the project made many things easier. We did not have to explain topics again and again, and we were able to develop a shared understanding of processes and priorities."

Moritz Zentgraf, Technical Internal Sales, iDM Energiesysteme

iDM also valued BE-terna's advisory approach. The team explained the available options transparently without pushing individual features or extensions. This allowed the project team to decide what to implement, when the right time was, and which steps would provide the greatest value for the company at that point.

How Dynamics 365 improves visibility across the sales cycle

With Microsoft Dynamics 365, iDM has established a central CRM platform that now provides structured support throughout the sales cycle. Leads are no longer simply forwarded by email. Instead, teams document and assign them in the system and can track how they are handled. Opportunities represent projects in the field and give sales teams a clear view of new business, open projects, and activities that require follow up.

Customer visits and other activities are also documented centrally. Teams can see what was discussed, which next steps are due, and which customers require particular attention.

In marketing, iDM uses Dynamics 365 Customer Insights and dynamic segments to provide customers with more targeted sales information and technical content. In customer service, Dynamics 365 Customer Service supports the structured handling of requests through categories, shared mailboxes, and analyses of recurring topics.

Sales management and company leadership now have a real time view of the international pipeline. This greater sales pipeline visibility supports more precise revenue planning and helps iDM identify where sales teams need to follow up and where resources can have the greatest impact.

"We can now actively manage our sales activities. We can see which customers are interesting, where we receive many inquiries, which projects are open, and where we need to follow up. That adds significant value to our sales work."

Moritz Zentgraf, Technical Internal Sales, iDM Energiesysteme

iDM now has a shared CRM foundation for international sales management, with standardized processes and greater visibility across leads, opportunities, projects, and customer activities. Together with BE-terna, the company can continue developing its Microsoft Dynamics 365 platform as its business requirements evolve.