Optrua, a Microsoft Dynamics 365 CRM and Power Platform consulting firm, and Advantage Design Group (ADG), a provider of recruiting and orientation solutions for higher education and private-sector organizations, today announced the successful completion of a CRM modernization initiative. The project transitioned ADG from a legacy CRM to Microsoft Dynamics 365, delivering significant gains in sales performance, pipeline visibility, and operational efficiency while controlling costs.
Quick Intel
Overcoming Legacy CRM Challenges
After adopting Microsoft Dynamics 365 for a more modern, web-based CRM, ADG encountered implementation hurdles without deep platform expertise. Issues included escalating storage costs from unchecked database growth, fragmented sales processes leading to missed opportunities, and limited insight into pipeline status for leadership.
"Our sales team wasn't aligned around a consistent process, opportunities were being missed, and sales leadership had very little visibility into where deals stood," said Catherine Swingle, Chief Operations Officer at Advantage Design Group. "At the same time, we were seeing alerts around database growth and increasing storage costs, which raised real concerns."
Phased Optimization Through Collaborative Expertise
Optrua began with a thorough discovery phase to map ADG's current and future processes before any technical changes. This business-aligned approach, led hands-on by Optrua's team, prioritized incremental enhancements over disruptive transformations. The Optrua Care Plan enabled continuous, budget-conscious improvements tailored to ADG's capacity and needs.
"What stood out about Optrua was Ryan's hands-on involvement and his focus on understanding how our organization actually operates," Swingle said. "That business-first approach made all the difference."
Delivering Measurable Business Impact
The initiative produced tangible results across operations and revenue:
The revenue effects were swift and substantial. "We've experienced an 80% increase in lead capture," Swingle noted. "Not only are we saving money, but we're making more money. The improvements to our sales process have been dramatic."
By leveraging specialized expertise on-demand, ADG avoided unnecessary internal hiring or vendor expenses while gaining a reliable partner for future needs.
"Having the right team members involved at the right time was critical," Swingle added. "Outsourcing to Optrua made far more sense than hiring or overstaffing for highly specialized projects."
Building for Long-Term Success
Both companies view the project as the start of an enduring partnership focused on ongoing refinement. "We feel confident knowing we have a partner who can help us continuously improve our operations and our team's productivity as we grow," Swingle said.
"This collaboration reflects exactly how we believe CRM and sales systems should be approached," said Ryan Redmond, CEO of Optrua. "Smarter systems, implemented with intention and aligned to real business processes, create better outcomes for sales teams and leadership alike."
About Advantage Design Group
Advantage Design Group provides recruiting and orientation solutions for higher education institutions and private-sector organizations. ADG helps organizations create welcoming, effective experiences for new enrollees through thoughtful design, process, and technology alignment.
About Optrua
Optrua is a Microsoft Dynamics 365 CRM and Power Platform consulting firm that helps organizations modernize systems, improve sales performance, and enable continuous improvement. Optrua's mission is simple: Smarter Systems. Better Sales.
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