Business need
The CRM needed to evolve from a system of record into a platform capable of orchestrating and guiding the entire B2B sales cycle, ensuring consistency, control, and quality in every decision. Key priorities included:
- Standardizing and automating validations for technical feasibility, coverage, commercial eligibility, risk, and compliance
- Ensuring end-to-end process traceability across every stage
- Improving data quality and integrity at the source
- Removing friction between sales and operations
- Providing real-time visibility to support decision-making based on reliable information
Solution
NTT DATA evolved MASORANGE’s corporate CRM with the clear purpose of transforming it into a system that guides sales and operational processes for large accounts. The implementation included:
- Standardized workflows with clearly defined stages, roles, and associated metrics.
- Order management and capacity allocation capabilities, with rules based on profiles, specialties, and priorities.
- Operational panels and dashboards providing global visibility by segment, vertical, opportunity, and order. Enhanced platform observability to detect degradation and trigger preventive actions.
- Robust data governance, including master catalogs, integrity controls, duplicate-management policies, and reporting and analytics capabilities to support near-real-time decision-making.
The result is a robust, consistent CRM aligned with the evolution of the B2B business and designed to support the organization’s transition toward more reliable, scalable, and well-governed processes.
Outcomes
- 75% reduction in rework and unnecessary steps
- 54% reduction in average time from contract signing to provisioning
- More than 12,000 opportunities processed in 2025
- Around 600,000 customer emails handled in 2025
Improved data quality at the source has reduced provisioning incidents and reopenings, increasing operational predictability and strengthening end-to-end control across the B2B cycle.
Discover how an advanced CRM can become a driver of operational excellence in complex B2B environments.