Microsoft Dynamics 365 Sales at Light Conversion – scaling the system alongside the business

At Light Conversion, Microsoft Dynamics 365 Sales was implemented to improve sales management efficiency. Over time, the system has evolved and scaled together with the company. We discuss this with Natalija Čičirke, Representative Network Coordinator.

What triggered the need for a CRM solution?

The introduction of a CRM system at Light Conversion was a natural step as the company continued to grow. Increasing sales volumes and business expansion led to a rapid rise in the amount of information that needed to be managed. Previously, all data was stored in the accounting system, which was not designed to support customer relationship management or collaboration with distributors. There was a clear need for a structured data environment that would allow the company to track the full sales process from the first customer interaction and ensure that project-related information is consistently captured and accessible. Before implementing CRM, this was managed using Microsoft Outlook. However, as sales volumes increased, this approach became insufficient, and a more robust, scalable solution was required.

Why Microsoft Dynamics 365 Sales?

Several database solutions were evaluated, but at the time it was challenging to find a provider in Lithuania capable of ensuring both reliable system support and alignment with the company’s sales processes.
Softera provided not only the system itself, but also the expertise needed to adapt and sustain it. The team invested time in understanding the company’s business model and operational specifics, including production and sales processes, and configured a solution that integrates CRM with service operations and accounting systems into a single, consistent data environment.

How did operations change after implementation?

The most significant improvement delivered by Microsoft Dynamics 365 Sales was the ability to systematically track communication by linking emails to active projects. As information volumes increased, it had become difficult to clearly separate projects, maintain complete records, and ensure visibility across teams. The implemented solution addressed this by creating a structured environment where all client communication is centrally stored and accessible. The system now enables end-to-end visibility of the full process—from the initial client inquiry to product implementation and ongoing service. This ensures continuity across departments and improves collaboration between sales and service teams.

In addition, the company now has access to structured sales reporting and planning capabilities, can manage product implementation processes within the same system, and maintains full product lifecycle visibility. The system has also expanded to support customer surveys and newsletter distribution. A dedicated partner portal allows distributors worldwide to access and update project-related information, contributing to a unified and continuously updated data environment.

Working with Softera

Collaboration with Softera is evaluated very positively. Their team successfully consolidated previously fragmented systems into a unified data structure. A key aspect of this partnership is their ability to go beyond technical implementation and focus on understanding the client’s business context. This approach has led to a strong, trust-based working relationship that resembles a partnership rather than a traditional vendor-client model. Special recognition is given to Aurimas Žarnauskas and Lukas Petrauskas for their contribution and ongoing support.