CUSTOMER STORY
How Dynapac Built a Connected Sales Operation Across Every Department
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Company Profile
Dynapac is a leading heavy equipment manufacturer serving contractors, municipalities, and construction businesses across North America.
Its business spans two distinct sales divisions, Rentals and Dealers, supported by seven interconnected departments including Marketing, Business Development, Sales, Service, Finance, Product, and Warranty.
As the company expanded across multiple territories, the challenge wasn’t simply managing more customers. It was keeping every department aligned around the same information.
Dynapac chose Salesforce as the foundation for that transformation and partnered with AppSolve to build a connected operating platform that could scale with the business.
The Challenge
Dynapac’s business naturally generates complexity.
Rentals and Dealers follow different sales processes. Marketing launches campaigns while Sales pursues opportunities. Service manages customer cases after delivery. Finance, Product, and Warranty all rely on accurate customer data to do their jobs effectively.
Without a unified platform, those teams were operating from different systems and different versions of the truth.
The result included:
- No centralized view of leads, accounts, opportunities, or customer history across departments
- Manual territory management that made lead ownership difficult to maintain consistently
- Marketing campaigns with limited visibility into pipeline contribution and ROI
- Inconsistent sales processes across Rentals and Dealers
- Customer service cases managed outside the sales environment
- Reporting that relied heavily on manual effort instead of real-time dashboards
- Customer email history scattered across individual Outlook inboxes
- No scalable foundation for future CPQ and SAP integrations
Dynapac didn’t need another CRM.
They needed a connected sales operation that every department could work from.
The Solution
AppSolve implemented Salesforce Sales Cloud using its Rapid Deployment Method, creating a platform designed around Dynapac’s organizational structure rather than forcing the business into generic CRM workflows.
Division-Specific Sales Operations
Separate Salesforce environments were configured within one platform for Dynapac’s Rentals and Dealers divisions, allowing each team to follow its own sales process while maintaining one connected customer database.
Territory Management
Sales territories were configured by both State and Dealer across six operating regions, ensuring leads and opportunities were consistently assigned while giving leadership complete regional visibility.
Process Automation
Manual administrative work was reduced through automated notifications, workflow rules, record creation, and field updates, helping teams operate with greater consistency across departments.
Outlook 365 Integration
Salesforce was integrated with Outlook 365 for approximately 40 users, allowing customer communications to automatically become part of each account’s history rather than remaining isolated in personal inboxes.
Analytics & Executive Visibility
Custom reports and executive dashboards were built around Dynapac’s business, giving leadership real-time insight into pipeline health, territory performance, Rentals versus Dealer activity, service cases, and overall sales performance.
Migration, Training & Go-Live
Historical customer data was migrated into Salesforce, followed by comprehensive testing, user training, and post-launch support to ensure successful adoption across the organization.
The Results
By connecting every department inside one Salesforce platform, Dynapac established a unified operating environment supporting the entire customer lifecycle.
Results included:
- Marketing, Business Development, Sales, Service, Finance, Product, and Warranty working from one connected platform
- Complete visibility across Rentals and Dealers while preserving division-specific workflows
- Territory management standardized across six operating regions
- Marketing campaigns linked directly to sales pipeline and opportunity performance
- Customer service cases connected to complete account history
- Leadership equipped with real-time dashboards instead of manually assembled reports
- Customer communications automatically captured inside Salesforce
- A scalable foundation prepared for future CPQ and SAP integrations
Project success was measured against two primary business objectives:
- 20% increase in sales within 12 months of go-live
- 10% reduction in customer service costs within six months
Solutions Utilized
Salesforce Sales Cloud
A fully configured CRM platform supporting Dynapac’s Rentals and Dealers divisions with customized sales processes, record types, page layouts, and customer management.
Territory Management
Automated territory assignment by State and Dealer, improving ownership, regional visibility, and lead distribution.
Process Automation
Workflow automation for notifications, field updates, and record creation, reducing manual administrative work throughout the organization.
Outlook 365 Integration
Complete synchronization between Outlook and Salesforce, ensuring customer communications remain accessible across every department.
Reports & Dashboards
Custom executive dashboards and operational reporting providing real-time visibility into sales, service, territories, and pipeline performance.
Final Outcome
Dynapac’s objective was never simply to deploy Salesforce.
It was to create a connected operating system capable of supporting a complex heavy equipment business across multiple divisions, territories, and departments.
By implementing Salesforce Sales Cloud through AppSolve’s Rapid Deployment Method, Dynapac replaced fragmented processes with a unified operational foundation where every team works from the same data, every customer interaction is connected, and leadership has real-time visibility into the health of the business.
Today, that platform not only supports Dynapac’s day-to-day operations but also provides the foundation for future expansion through CPQ, SAP, and the next phase of the company’s digital transformation.