CASE STUDY 01 · APRYSE (FORMERLY PDFTRON)

Transforming Revenue Operations from Microsoft Dynamics to Salesforce

How Apryse Modernized Revenue Operations to Scale Global Sales Performance

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Overview

Apryse (formerly PDFTron) is a global leader in document processing technology, serving enterprise and developer-focused markets.

As the company scaled rapidly — expanding product lines, sales teams, and global operations — their existing CRM (Microsoft Dynamics) became a bottleneck rather than an enabler of revenue growth.

The objective was clear: move to a scalable Revenue Operations model that supports predictable, high-growth revenue.

The Challenge

Despite having an enterprise CRM in place, Apryse faced classic RevOps breakdowns:

• Low CRM adoption → reps working outside the system
• Inconsistent pipeline management → unreliable forecasting
• Complex and manual processes → slow deal execution
• Fragmented reporting → leadership lacked real-time visibility

Microsoft Dynamics was technically capable but misaligned with how the business actually generated revenue.

The result: inefficiencies, poor forecast accuracy, and friction in scaling the sales organization.

The Objective

Rebuild the revenue engine to:

• Drive higher conversion and pipeline velocity
• Standardize sales execution globally
• Improve forecast accuracy and visibility
• Increase rep productivity and CRM adoption

The Solution: Revenue Operations Rebuild

1. Revenue Process Redesign (Not Just a Migration)

Before implementing Salesforce, the focus was on fixing the real problem — revenue execution, not just using a CRM:

• Re-defined lead → opportunity → close lifecycle
• Standardized stage definitions and exit criteria
• Introduced clear ownership and accountability
• Aligned CRM structure with actual sales motion

2. Dynamics → Salesforce Migration as a Reset

This was a full RevOps reset, not a system migration:

• Cleaned and rationalized legacy data
• Eliminated duplicate and low-quality records
• Rebuilt pipeline structure aligned to new process
• Executed phased migration to minimize disruption

3. Salesforce as the Revenue System of Record

Salesforce Sales Cloud was implemented to drive behavior and enforce discipline:

• Structured pipeline aligned to real deal progression
• Mandatory fields enforcing qualification standards
• Standardized opportunity management across regions
• Real-time dashboards for leadership visibility
• Activity tracking to increase accountability

4. Automation to Remove Revenue Friction

Key workflows were automated to accelerate deal velocity:

• Lead routing and assignment
• Opportunity updates and validations
• Task creation and follow-ups

This reduced admin overhead and allowed reps to focus on closing revenue proactively.

5. Training & Adoption (The Critical Piece)

Adoption was treated as a revenue initiative, not a system rollout:

• Role-based training for sales and leadership
• Real deal scenarios embedded in training
• Clear expectations on pipeline hygiene and usage

Result: Salesforce became the single source of truth for revenue.

Results

The transformation delivered measurable improvements across revenue operations:

• 15–20% increase in pipeline conversion rates through standardized processes
• 35% reduction in manual CRM effort → increased selling time
• Significant improvement in forecast accuracy (from low-confidence to reliable projections)

Business Impact

Apryse transitioned from a fragmented CRM setup to a scalable revenue engine:

• Consistent sales execution across teams and regions
• Improved deal velocity and pipeline health
• Increased visibility into revenue performance
• Strong foundation for continued growth and acquisitions

Why This Worked

Most Dynamics → Salesforce projects fail because they treat it as a system swap. This worked because it was a Revenue Operations transformation:

• Process before platform
• Simplification over complexity
• Enforcement over optionality
• Adoption as a core KPI