Case Study: O'Neal Steel increases lead conversion from 2% to 30% and attracts new customers with Microsoft Dynamics 365

Steel distribution company attracts new customers with cloud-based solutions

O'Neal Steel, a third‑generation, family‑owned metals distributor in Birmingham, Alabama, needed a more strategic way to attract new customers. With 58 outside salespeople focused on existing accounts, lead generation was fragmented—cold calling and notes were stored in different places—making it difficult to prioritize prospects or track outreach.

By deploying Microsoft Dynamics CRM Online and Office 365 with Insights powered by InsideView, O'Neal centralized lead data, introduced lead qualification and scoring, and enabled mobile note-taking. Sales reps now pursue only high‑value leads, duplicate efforts are reduced, and lead conversion rose from about 2% to 30%, producing consistently higher sales while preserving the company’s relationship‑driven culture.

O’Neal Steel

David Goff

Sales & Marketing Manager