Fast-growing ventilator maker CorVent Medical, based in Fargo, N.D., was facing serious headwinds on the sales and marketing front with teams operating on islands, juggling too many tools, and with limited visibility to all of it. CorVent partnered with New Dynamic to implement Microsoft Dynamics 365 Sales
& Customer Insights, establishing a unified
platform for sales campaigns, leads, contacts,
and opportunities. The effort has created a
more connected team, a more transparent
sales process, and a foundation for new growth
and scalability.
It wasn’t a single thing that triggered the need for change at CorVent Medical; instead, it was a hundred little inefficiencies that added up over time.
“We were doing good work, but it felt harder than it needed to be,” said Tiffany Wirth, Chief Marketing Officer at CorVent.
“Sales had one view of things, marketing had another, and leadership didn’t always have the full picture.”
With future growth projected and planned, the need for a single system to bring everything and everyone together was identified and prioritized.
“We knew that if we were going to scale effectively, we needed a CRM that brought sales and marketing into lockstep,” Wirth said. “The goal with Dynamics 365 wasn’t just visibility, it was alignment.”
Headquartered in Fargo, North Dakota, CorVent designs and builds its RESPOND® ventilators in the U.S. for hospital systems, long-term care facilities, and national stockpiles. Founded during the COVID-19 pandemic, the company has grown quickly, but its internal tools haven’t kept pace.
Marketing was using Mailchimp, sales was working out of Acumatica and spreadsheets, and lead handoffs were inconsistent. Reporting also required too much manual work, causing delays in visibility and decision-making.
“Without a shared system, it was hard to stay on the same page,” Wirth said.
She tapped Senior Marketing Manager at CorVent, Darren Ebensteiner, to lead the charge on specifying, designing, and implementing Dynamics 365 Sales and Customer Insights.
“We knew that if we were going to scale
effectively, we needed a CRM that brought
sales and marketing into lockstep. The goal with Dynamics 365 wasn’t just visibility, it was alignment."
Tiffany Wirth
Chief Marketing Officer
Pains & Gains
Pains
- Disconnected tools (Mailchimp, Acumatica, Excel) Difficult lead handoffs between teams
- Manual campaign execution and reporting
- Lack of pipeline visibility for leadership
Gains
- From 3 – 4 tools to one cohesive platform Campaigns executed faster, tracked more accurately
- Live system data now drives weekly pipeline calls
- Better alignment across all commercial functions
Ambition: A More Unified Sales and Marketing System
“I was brought in primarily for campaign strategy and partner marketing,” Ebensteiner said, “but given my background, I was naturally excited to help with this implementation, too.”
New Dynamic was selected to design and deploy Dynamics 365 Sales and Customer Insights, a single platform for campaigns, opportunities, and reporting, that makes selling easier. “We launched in just six weeks,” Ebensteiner said. “And the implementation wasn’t just about tech. It helped us step back and define how we want our teams to work together.”
The system now drives every step of CorVent’s commercialization process:
- Marketing manages campaigns, lead generation, and web form capture in Dynamics
- Inside Sales follows up, logs activities, and transitions qualified leads
- Field Sales pursues key opportunities
- Leadership uses dashboards to track the pipeline and forecast revenue
“Our weekly pipeline calls happen live in the system now,” said Ebensteiner. “Before, we had to dig through spreadsheets. Now we can just open Dynamics 365 and go.”
Action: One Platform and One Source of Support
Before Dynamics 365, Ebensteiner said CorVent relied on three or four different tools to accomplish what they now do in one.
Campaigns that previously required copy/pasting between systems now flow directly through Dynamics. Leads are automatically captured and tracked. Opportunities are visible in real time.
“Everything’s at our fingertips now,” Ebensteiner said. “The visibility is huge.”
While the technology tools have been crucial, Ebensteiner emphasized the role New Dynamic played in making the transition successful.
“The New Dynamic team has been phenomenal,” he said. “No question was too small. They were patient, responsive, and available throughout.”
CorVent is continuing to optimize its use of Dynamics 365, looking into quoting tools and deeper segmentation in Customer Insights. But the foundation is set.
“Tiffany and I have both worked with a lot of vendors over the years,” Ebensteiner said. “And I can say confidently, New Dynamic has been one of the best. There’s always some stress when you roll out new systems, but New Dynamic helped us through it. And now we’ve got a CRM that fits how we work.”
"Our weekly pipeline calls happen live in the
system now. Before, we had to dig through
spreadsheets. Now we can just open Dynamics 365 and go.”
Darren Ebensteiner
Sr. Marketing Manager