Advanced Motion Controls Drives More Pipeline and Boosts Efficiency by 20% with Microsoft Dynamics 365

Customer: Advanced Motion Controls (AMC)
Project: Dynamics 365 Implementation
Company Size: 400+
Industry: Electronic Manufacturing


Advanced Motor Controls LogoAdvanced Motion Controls (AMC) designs, manufactures and supplies high-performance servo drives and motor controllers for a broad array of industries. From automated guided vehicles to underwater cameras to portable ventilators, the company offers a wide range of motion solutions that provide reliability and high performance in any motion control system. Founded in 1987, AMC has built and shipped nearly 3 million servo axes worldwide. Their 86,000 square foot headquarters is located in Camarillo, CA, and they boast a global sales and partner network with over 300 associates and 150 support engineers.

Business Challenge

Even with their success, AMC was faced with a tough realization: Goldmine, the on-prem CRM tool they’d been using for 15 years, was antiquated, slow and incomplete, and it couldn’t be expanded to include outside channel partners. AMC was poised for growth, but they were in need of a cloud-based system that could support their national and global sales efforts, was accessible while on-the-go and by remote employees, and would enable outside partners to better chart and track their leads. The company also wanted a way to receive and respond to customer service requests in a more timely manner.


To modernize their sales processes, AMC researched competitive CRM online platforms which could address their mix of business and technical goals. They narrowed down the list to Microsoft Dynamics 365, Microsoft’s cloud-based customer relationship management solution that eliminates data silos to better connect customers, services, people, and operations. For consulting and migration services, Microsoft referred AMC to SADA Systems, a Microsoft Cloud Solutions Provider catering to the full Microsoft cloud stack, including Dynamics 365 deployment and customization. Dynamics 365 was selected for a variety of reasons: 1) It’s a more scalable solution than tracking data in Goldmine; 2) It offers a better way to manage leads and opportunities acquired from trade shows; 3) It makes it easier to track and handle support case management; 4) It seamlessly integrates with the company’s marketing software, Act-On. This integration enabled AMC to provide their sales reps with a customized portal where they could log in to access or upload sales leads, even on-the-go.

AMC’s IT experts, along with their expansive network of global sales reps, were especially excited about the change, as many of the new sign on and lead-based features were customized with their success in mind.

When SADA creates solutions for clients, they do so through the prism of the 4 D’s: Discovery, Design, Delivery, and Dedication. This ensures they really understand a client’s challenges and roll out a customized solution that addresses business needs; in this case, AMC’s goal of a more evolved sales system.


 “SADA made a huge effort to understand what we do, what we wanted to do, and also made suggestions for best practices – that was very, very impressive,” said AMC’s Vice President of Sales and Marketing, David Gelfuso. “SADA did a great job managing the project; they clearly defined the scope and their step-by-step documentation of the migration kept us in the loop and made us feel very confident. They also provided us with admin training followed up by user training – both were very thorough.”



After just a few months of using Dynamics 365, AMC has seen a positive change in sales engagement and customer services. The migration to Dynamics 365 has led to employees enjoying a sales solution that’s faster, more efficient, and available 24/7 enabling them to drive more pipeline. “I would estimate we have already experienced a 20% increase in efficiency which is most importantly realized by our customers in response time, quality of support, and follow through,” says Gelfuso.

Prior to the migration, only 20 people internal to the company had access to the CRM system that the company was using. Now, over 200 people around the world have access to opportunities and leads that they didn’t have before. The migration also evolved AMC’s customer service capabilities. Prior to the migration, customers would send a form to a generic email address, but the process to assign the cases was manual and slow which wasted resources. Now, customers can create an account, log in, and send a message directly to AMC’s support queue. This has enabled AMC reps to quickly address and service their customers’ needs, as well as receive feedback from employees and partners on how to fine-tune their new process.

AMC is impressed with the seamless integration of Dynamics and their marketing software. The bidirectional sync between Dynamics and Act-On helps the team make more informed decisions about how to engage their customers and prospects, and how to shape the customer experience across the entire lifecycle.

AMC found that the support tickets and case management options built into Dynamics 365 are far superior to the equivalent options in their previous CRM. With Dynamics 365, the company is maximizing ROI by fully leveraging the various tools available within Microsoft’s CRM solution.

Learn More About Microsoft Dynamics 365

As a Microsoft National Solutions Provider with multiple gold competencies, SADA Systems specializes in Microsoft Dynamics 365 consultation, deployment, migration and user adoption. Learn how SADA can help you leverage Microsoft Dynamics 365 to boost your sales team’s productivity and enable long-term growth. 

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