Commercial Automation

The school's commercial team managed between 80 and 120 executive education programs per year, with a pipeline of 2,000 to 5,000 contacts depending on the time of year. Follow up on unresponsive leads was handled manually, and compliance with the contact frequency defined for each stage was only measured occasionally: it hovered around 30% of the time. As a result, many leads went cold and the CRM fell out of date.

The commercial process defined minimum contact frequencies by stage, but no one could execute or control them consistently, especially during program launch peaks. On top of that, there was a technical constraint: the CRM (Microsoft Dynamics 365) did not allow integrations with other platforms or the activation of certain features.

Greencode's team started by sitting down with the commercial area to understand the process in depth. That surfaced the first opportunities for improvement, and only then did we define what and how to automate.

We built flows in Power Automate that query the CRM daily, apply aging and frequency rules by product line, reach out to the lead by email or WhatsApp Business, update the lead's status, and log every action. The flows include health checks, alerts, and data quality filters.

The first flows took nearly a month each, due to the foundational work required. With that foundation in place, we now ship two to three flows per week, thanks to component reuse and atomic operations that give flexibility without slowing delivery down. Each flow goes through test and production environments and stays under a two week warranty period before being handed off to the client's IT support and/or business area. Governance includes recipient consent, approved templates, and credentials hosted in the client's own tenant.

Four factors explain the result: a commercial process that was documented and reasonably up to date, high quality data (fewer than one error per 5,000 records), sponsors actively involved, and support from the client's IT area.

Contact frequency compliance rose from 30% to 99.5%, measured daily against the leads that were due for contact that day. One month after launch, contact frequency was adjusted from 15 to 7 days without affecting that KPI, and with an improvement in response rate. The commercial team freed up about 4 hours per week per team member, between 36 and 42 hours per week in total. The project paid for itself in under a year. The system now handles between 100 and 300 contacts per day by email and WhatsApp, with 55 flows in production. Response rates improved by reaching leads at the moment they were warmest. The few incidents reported, all data related, led to filters and alerts that now anticipate the issue and support the commercial team.