Case Study: Hensel Phelps achieves unified sales, marketing, and proposal management with Microsoft Dynamics 365

Major construction company centralizes sales, marketing, and brand management

Hensel Phelps, a large U.S. construction firm, rethought its business development approach—shifting from opportunity chasing to account management—but was held back by a legacy CRM with low user adoption and fragmented sales, marketing, and proposal processes. The company needed a single, user-friendly system to centralize account, marketing, and proposal information and provide clear insight into performance and ROI.

Working with RBA, Hensel Phelps deployed Microsoft Dynamics CRM Online (chosen over Salesforce for its Office/Outlook integration), integrated it with SharePoint, Office, and marketing tools, and added mobile access and custom workflows. The unified platform streamlined proposal generation, automated marketing campaigns, increased user adoption, and delivered role-based dashboards and ROI visibility—improving efficiency, decision-making, and accountability across sales, marketing, and brand management.

Hensel Phelps Construction

Jeff Darnell

Executive Director