Merger Mayhem to Clean Pipeline: How We Rescued Our D365 CRM Data and Got Our Sales Motion Back
Session Overview: Post‑merger CRM integrations promise scale but often deliver chaos. Duplicate accounts, inconsistent fields, broken ownership, and mistrust in pipeline data can quietly derail even the best sales organizations.
In this real‑world case study, we’ll walk through how our organization inherited a heavily fragmented Dynamics 365 Sales environment after a merger (and then a few acquisitions) and how we systematically cleaned up the data, rebuilt confidence, and restored a healthy sales motion without alienating our sellers.
This session follows the full lifecycle of our data cleanup journey: starting with a brutally honest audit of what had gone wrong, progressing through practical duplicate detection strategies, business rule enforcement, and Power Automate–driven hygiene, and ending with the governance policies and behavior changes required to keep data clean long after the project ended.
Most importantly, we’ll connect data quality to business impact, showing how improved CRM hygiene directly translated into better pipeline visibility, forecasting confidence, and rep adoption.
Attendees will leave with a repeatable, field‑tested playbook they can apply immediately—whether they’re managing a post‑merger CRM, preparing for AI‑driven insights, or simply trying to get their sales teams back to trusting the system again.
Learning Objectives:
- Use Power Automate to enforce ongoing CRM hygiene at scale
- Implement duplicate detection, business rules and required fields without damaging seller experience
- Tie CRM data quality directly to pipeline accuracy and business outcomes
Speakers: Maggie Simmonds, Terri Poole
Recorded at: Community Summit NA 2026
Type: Customer Case Study
Ability Level: 201 – Intermediate
Primary Product: Dynamics 365 CE (CRM)
Tracks: Technical (Systems Admin), Data, Sales
Terms: All rights reserved by the speaker, Community Summit NA, and Dynamic Communities and cannot be reproduced or distributed without express written consent by the speaker and Dynamic Communities.
