Client Name

Empiric Technology Private Limited

Faculty Advisor

Dr. Amer Iqbal Awan

SBS Thought Leadership Areas

Entrepreneurship and Innovation

SBS Thought Leadership Area Justification

The chosen thought leadership theme is Entrepreneurship and Innovation, and it fits pretty well with this ELP because basically the whole project was run under real commercial conditions , with a live client , real revenue goals, and that rigid twelve week sprint layout, which kind of feels like the day to day life inside an entrepreneurial venture. The outputs, like the sub sector pain point database, the three set outreach templates, a weighted BANT scoring model, the MQL strategy playbook and the Dynamics 365 UI recommendations, weren’t just academic, or “nice ideas”, they were ready to deploy assets made to close actual business gaps. The innovation shows up in how the team took a fairly generic outreach approach and turned it into a personalized, data driven, scalable sales setup and how we used stuff such as the Challenger Sale plus weighted BANT scoring in ways that were practical but still a bit new, adjusted to Empiric Technology’s multi country market situation.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

This ELP is kinda aligned, with two UN Sustainable Development Goals, so yeah. SDG 8 (Decent Work and Economic Growth) fits because the outreach infrastructure, MQL approaches, and the BANT framework that were built here are meant to help Empiric Technology grow its client base across Canada, the US, Australia and New Zealand, plus each new Dynamics 365 deployment it delivers helps mid-market businesses get better operational efficiency, strengthen workforce scheduling, and support more sustainable job practices.
SDG 9 (Industry, Innovation and Infrastructure) also lines up, because the project’s sub-sector-focused pain point research directly boosted digital transformation in areas like manufacturing, construction, transportation and wholesale distribution etc, these are the places where ERP and CRM take-up reduces resource waste, strengthens the supply chain resilience and builds the sort of industrial infrastructure SDG 9 imagines.

NDA

No

Abstract

The report provides the findings and results of an Experiential Learning Project (ELP) that was conducted in partnership with Empiric Technology, a Microsoft Dynamics 365 implementation and managed services partner that covers Canada, the United States, Australia and New Zealand. The project was implemented in twelve organized weekly sprints and yielded a complete set of strategic and operational deliverables that would enhance the effectiveness of the company in terms of market development, outreach infrastructure and CRM platform.

The ELP had four main objectives or terms of reference, which included: (i) to undertake a rigorous pain-point analysis of the barriers to ERP and CRM adoption across about 100 NAICS-coded industry Sub-sectors in selected regions in North America; (ii) to develop a full outreach communication framework that includes three distinct sets of initial and follow-up email templates across 99+ Sub-sectors, along with creative HTML campaigns and managed service brochures; (iii) to design and recommend improvements to the Empiric Technology instance of Microsoft Dynamics 365, including the Leads, Contacts and Accounts modules; and (iv) to develop a Marketing Qualified Lead (MQL) strategy and a BANT-based lead qualification framework to enhance pipeline efficiency.

The research design was a mixture of a general secondary research in the industry and direct contact with the team of Empiric Technology and direct study of the Dynamics 365 environment of the company. The team assessed business conditions in five Canadian provinces (Alberta, British Columbia, Manitoba, Ontario, Saskatchewan) and four U.S. states (California, Florida, Texas, Minnesota) and mapped about 100 NAICS Sub-sectors to ERP and CRM pain points and developed a naming-convention-tagged template library of initial outreach, five-email follow-up sequences and creative HTML campaigns.

The most significant results were that the obstacles to the implementation of ERP could be divided into the following groups: real-time financial visibility, regulatory compliance documentation, inventory and cost management and operational scheduling, and CRM gaps are related to key account management, lead lifecycle tracking and sales pipeline visibility. The BANT qualification system proposed a weighted scoring system (0-100) which classifies the prospects into five levels in Dynamics 365. The 15 MQL plans were prioritized based on five dimensions and Apollo cold email sequences, D365 automation and Sub-sector email drip sequences were identified as the Tier 1 priorities. Market timing analysis in Australia, Canada, New Zealand and the United States indicated a high level of seasonal fluctuation that incorporates Southern Hemisphere inversion for, Empiric Technology to plan outreach campaigns, coincide with the best ERP/CRM decision by Sub-sector.

The main recommendations are to use Apollo Sub-sector cold email sequences with the pain-point-led, service-led and trend-led template sets, to use BANT field configuration in Dynamics 365 and the suggested UI improvements to Leads, Contacts and Accounts and to enable the five-email follow-up cascade on all active Sub-sector campaigns. The project is in line with SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation and Infrastructure) and falls in the Entrepreneurship and Innovation thought leadership area of IBA SBS.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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