Case Study: O'Neal Steel achieves higher lead conversion with Microsoft Corporation

Steel distribution company attracts new customers with cloud-based solutions

O’Neal Steel, a family-owned metals distribution company, needed a more strategic way to attract new customers and manage leads. Its sales team was spending too much time cold-calling and tracking information in scattered places, making it hard to identify high-priority prospects. Microsoft Corporation helped O’Neal Steel address this with Microsoft Dynamics CRM Online and Office 365.

Microsoft Corporation implemented a centralized, cloud-based sales process that gave employees shared access to up-to-date customer and lead data. The company also used lead scoring and qualification tools to focus sales reps on the best opportunities and avoid duplicate outreach. As a result, O’Neal Steel raised lead conversion rates from about 2% to 30% and achieved consistently higher sales over the past two to three years.

O’Neal Steel

David Goff

Sales & Marketing Manager