The challenge

AquaBREG, a leading specialist in residential and industrial water‑treatment solutions, was already working with Dynamics 365 Sales, but the system no longer matched the reality of their commercial operations. Their long and complex sales cycles demanded a CRM that could support cross‑department collaboration, maintain data consistency, and provide clarity across every customer touchpoint.

Instead, the setup they had resulted in inefficient workflows, siloed information, and too little support for the nuanced qualification process needed to identify the right opportunities. The sales team lacked the visibility and structure required to prioritize high‑value leads and sustain strong customer relationships.

The solution

Infront stepped in with a complete CRM re‑implementation, rooted in a deep analysis of AquaBREG’s commercial processes and informed by workshops with sales, customer service and management teams.

What followed was a redesigned Dynamics 365 Sales environment, fully aligned with how AquaBREG operates today:

• Optimized commercial workflows
  Their processes were mapped and refined, ensuring that Dynamics 365 now supports the real‑life rhythm of their sales organization.
• A smarter, more robust qualification process
  A multi‑parameter lead‑qualification framework was introduced, enabling the team to focus their time and energy on opportunities with the highest potential.
• Stronger relationship management
  With sales cycles that stretch over long periods, context is everything. The new CRM captures detailed interaction histories and customer preferences, empowering the team to deliver timely, personalized follow‑ups and build lasting relationships.

The result is a CRM platform that truly works for AquaBREG’s teams: user‑friendly, future‑proof, and ready for the next steps in their digital evolution, including advanced marketing automation and segmentation capabilities.

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