Case Study: O'Neal Steel achieves 30% lead conversion and higher sales with Microsoft Azure

Steel distribution company attracts new customers with cloud-based solutions

O'Neal Steel, a third‑generation, family‑owned metals distributor in the U.S., relied on relationship selling but struggled to attract enough new customers to replace slowing accounts. Sales reps kept prospect notes in different places and spent too much time cold‑calling, so the company lacked a strategic, centralized way to prioritize and track leads.

O'Neal implemented Microsoft Dynamics CRM Online and Office 365, added Insights powered by InsideView, and set up a lead‑qualification team so high‑value prospects are scored and assigned efficiently; reps can also log notes from mobile devices. The result: lead conversion rose from about 2% to 30%, sales have been consistently higher for several years, and the team can focus on the best opportunities while preserving the company’s family‑oriented culture.

O'Neal Steel

David Goff

Sales & Marketing Manager