Based in Bellingham, Washington, SPIE serves the needs of researchers in light-related sciences including optics, photonics, and imaging. The non-profit organization generates about $32 million in annual revenue from its membership fees, technical publications,
and event attendance and exhibition fees. SPIE’s IT department originally sought out a commercial customer relationship management (CRM) system to manage limited sales functions for exhibition space and a digital library product. While evaluating off-the-shelf
CRM packages, SPIE’s IT team looked closely at Microsoft Dynamics CRM and were impressed by the potential to extend the solution beyond traditional sales automation and contact management, by using CRM as a platform for custom applications that were planned
or in production.