Summary
Key results
A consistent, end-to-end view of business-customer relationships across the full sales cycle and contract management
A unified operating model for corporate sales based on one system instead of fragmented tools
Scaling B2B sales in a fast-growing medical group
ENEL-MED has been expanding its owned and partner network as well as its offering for both individual patients and businesses – including subscription-based healthcare packages for thousands of employees across Poland. In 2023, the company reported strong revenue growth from, among other sources, commercial services, Poland’s National Health Fund (NFZ), and insurance providers, which further increased the scale of contract handling and the demand for structured sales operations.
As the number of corporate clients, facilities, and covered patients grew, business-customer data remained dispersed across multiple systems and tools. The starting point was primarily spreadsheets, email, and local, inconsistent solutions. There was no complete interaction history, no unified pipeline, and no real-time reporting – most reporting was largely manual. This limited visibility into relationship history, made forecasting harder, slowed sales planning, and reduced responsiveness to requests from large corporate accounts.
ENEL-MED’s leadership needed a modern CRM platform to support corporate sales throughout the full customer lifecycle – from first contact, through quoting and negotiations, to managing active contracts – and to provide a robust data foundation for further digitization of corporate services.
Microsoft Dynamics 365 Sales as ENEL-MED’s central CRM
Sii Poland was selected to deliver the analysis and implementation of Microsoft Dynamics 365 (CRM) for ENEL-MED’s sales organization and then to continue developing the solution. Work ran from July 2021 to December 2023 and covered both the design/implementation phase and post-go-live functional enhancements. The pre-implementation analysis took around 3 months, the implementation around 6 months, and testing plus production go-live around 3 months.
Sii combined knowledge of B2B sales processes in healthcare with deep Dynamics 365 implementation experience. Together with the client, the team defined the corporate sales operating model, reflected it in CRM, and prepared the environment for further evolution—especially automation and reporting within Dynamics 365.
Scope of work included:
- Pre-implementation analysis of corporate sales and account management processes to identify key stages of the sales cycle and required customer data
- Design and implementation of Microsoft Dynamics 365 for Sales as the central CRM tool for ENEL-MED’s sales department, including tailoring data structures, forms, and processes to the specifics of the healthcare market
- Configuration of sales processes in the system (pipeline, sales stages, tasks, reminders), standardizing how sales teams work and improving opportunity management
- Delivery of initial automations and reports supporting the monitoring of sales activity and quality of service for corporate clients
- Ongoing development services (12/2022–12/2023), including further user-driven adjustments, improvements, and functional extensions
- Support for ENEL-MED users and IT during stabilization to ensure a smooth transition to day-to-day work with the new CRM
- Integration of CRM with the ERP system to streamline the flow of contract and customer data
As a result, ENEL-MED received a CRM platform aligned with its processes that consolidates business-customer information and enables further sales capabilities without rebuilding from scratch. Today, the solution is used by several dozen corporate sales users, including sales representatives and managers.
A unified customer view and more predictable sales
With Microsoft Dynamics 365 (CRM) in place, ENEL-MED now operates a single, central system for corporate sales. Sales teams work on a shared pipeline, have full visibility into cooperation history with corporate customers, and can plan activities more effectively instead of searching across scattered sources.
The system supports scalability: growth in the number of corporate clients and covered employees/patients does not require a proportional increase in manual work for the sales organization. Business-customer data is structured and consistent, strengthening both day-to-day sales execution and management reporting.