Lenovo sales team transforms globally and closes faster with Dynamics 365 Sales

A good first step inspires even further transformation

Before adopting Dynamics 365, Lenovo sales teams faced challenges with disparate systems that lacked a centralized and harmonized data source, resulting in inefficiencies, business disruption, and prolonged sales cycles. Non-standardized systems across global sales teams created misalignments in sales processes and prevented access to real-time data for accurate and timely reporting, which hindered sales planning efforts.

The sales teams benefited from the relationship functionality and streamlined processes enabled by Dynamics 365 Sales since the first release of sales transformation project in 2020. By the final quarter of 2022, Lenovo's Intelligent Devices Group (IDG) delivered historic sales and profitability results, with its PC business capturing 25.3% of the world's market share. Lenovo's Infrastructure Solutions Group (ISG) saw an unprecedented increase in sales and service contracts in 2022, with its Cloud Service Provider, Storage, and Infrastructure segments generating record revenue. The 2023 goal of capturing growing hybrid cloud and IT infrastructure demand while improving profitability was in their reach if Lenovo’s leaders implemented the right global transformation solution.

Centralization needed to manage global sales growth

Lenovo recognized the immense potential to expand its business from hardware sales to a portfolio of smart IoT, Smart Infrastructure, and Smart Verticals through its three business groups, IDG, ISG and Lenovo Solutions and Services Group (SSG). However, its digital foundation was insufficient for the added complexity that would be required. The company needed a powerful, efficient, and connected solution that would enable it to engage customers effectively, expedite sales cycles, and support every customer touchpoint.

It also needed a thorough overhaul of its global customer relationship management (CRM) system. Lenovo had multiple, separate CRM systems that didn’t provide a cohesive view of engagement health and sales pipeline status, making it difficult for client-facing teams to cope with growth. Sales processes, service standards, and business guidelines varied by region, depending on which Salesforce CRM or SAP CRM instance and which local third-party plug-in was used, leading to confusion and inconsistency. Sales reporting was arduous, and without a centralized system, required manipulation and translation of the data model. Data maintenance schedules were regionally based, and some tasks were adversely affected by system misalignment. Outdated and non-standardized systems also increased security risks.

Lenovo was ready to undertake a full transformation of its global sales systems with Dynamics 365.

Connected systems promise shorter sales cycle

Lenovo needed a centralized solution for its global sales force. The company wanted to replace its legacy Salesforce systems with Dynamics 365 and its integrated sales collaboration and AI capabilities. With Dynamics 365, sales teams for 70% of Lenovo's global sales would have a central and timely record of client engagement activities and be able to share sales information in real time to offer proactive and personalized service. And because Dynamics 365 integrated smoothly with other applications Lenovo used, such as SAP and Adobe Marketo Engage, the company wouldn’t face major business disruption.

Lenovo IT and Operations leaders worked with Microsoft migration experts to create a solid design and implementation plan to replace several Salesforce instances with Dynamics 365 Sales and Power Platform solutions. Their goal was to ensure efficient data migrations, clear launch communications, and a smooth rollout. After careful assessment, they consolidated 90 different business processes across four geographies, relying on the rich out-of-box functionality and flexibility afforded by the low-code development platform.

Lenovo first implemented Dynamics 365 Sales, requiring data from marketing qualified leads (MQL) within Adobe Marketo. It was important to verify the health of the Adobe Marketo instance and optimize workflows. The bidirectional sync between Adobe Marketo and Dynamics 365 connected leads for seamless system updates. Dynamics 365 had full control over data and could scale across Lenovo's global data and workflows.

The next phase was to integrate SAP ERP with Dynamics 365 to better manage global supply and fulfillment information, giving sales teams access to more powerful customer information from one central source of data and speeding up the sales process.

Sales transformation on a global scale

Lenovo built a modern and future-proof platform with Dynamics 365, with significant integration, centralization, and security benefits. One harmonized system for all sales teams, regardless of location or business focus, changing the way teams work together. Tedious system maintenance tasks, third-party app licensing fees, and multi-system security monitoring were history. And Lenovo's IT teams now have standardized Microsoft Premier Support for all locations.

Sales teams can use their favorite and familiar apps within Dynamics 365, and they all worked together seamlessly, from lead and opportunity to manual forecasting and closing the sale. Sellers can manage their Outlook contacts, review meeting transcripts, monitor Power BI-boosted sales charts, view LinkedIn connections, check customer data during Teams calls, and confirm product availability with Dynamics 365 Sales, which integrates with their back-end systems.

"We’re seeing the benefit of having one standardized system and a global view to all geographies’ activities," said Lenovo's Business Strategy Senior Manager, Wei Bi. "This is the foundation for Lenovo’s sales digital transformation—enabling better connections and an increase in sales productivity and actionable insights."

Greater profits and marked cost savings with Dynamics 365

Streamlined and shortened sales cycles improved customer service and responsiveness, boosting Lenovo's productivity—and profitability:

• USD1.3 billion increase in potential annual global sales with streamlined sales processes enabled by Dynamics 365.
• USD4 million per year in licensing costs saved by consolidating or decommissioning 52 third-party apps. 
• Increase in gross profit margin with a high performing, connected CRM system.
• Cost savings with reduced need for IT support and governance administration.
• Streamlined system management and data analytics with a common data model across all tools.
• Standardized business processes across regions. 
• Improved client engagement with better life cycle management and accurate reporting.
• Empowered employees use a familiar, user-friendly interface and systems that are always available.

More future AI capabilities are in store for Lenovo

Now that Lenovo's sales teams have an agile and scalable global sales system that can handle future growth, they want to capture future opportunities with AI-based functionality. One sales group is testing Copilot for Sales, which offers a sales-focused user interface and accelerates AI-generated content creation. Early adopters are using its intelligent capabilities for sales conversation preparation and automatic meeting summaries.