MasOrange advances operational excellence and strengthens control across the B2B sales cycle

The organization needed the CRM to evolve from a system of record into an operational guidance and control system capable of managing sales-cycle complexity and ensuring consistency in every decision.

Key priorities included:

• Standardizing and automating validations for technical feasibility, coverage, commercial eligibility, risk, and compliance
• Ensuring end-to-end process traceability across every stage
• Improving data quality and integrity at the source
• Removing friction between sales and operations
• Providing real-time visibility to support decision-making based on reliable information

MasOrange needed a single CRM platform capable of ensuring consistency and control at every level while orchestrating the B2B cycle transparently and efficiently.

NTT DATA enhanced MasOrange's corporate CRM, built on Microsoft Dynamics 365, with a clear purpose: transform it from a system of record into a platform that actively guides the commercial and operational process for the Large Enterprises business. At each stage, the CRM validates each opportunity and guides it through the process, ensuring that only those meeting defined technical, commercial, and risk criteria move forward.

The solution incorporates standardized workflows with clear milestones, defined roles, and associated metrics, ensuring that configurations, pricing, and approvals align with current catalogs, policies, and approval thresholds. Information flows in a structured, complete manner into inventory and provisioning systems, reducing order fallout and supporting more stable execution.

The platform also incorporates order management and capacity allocation capabilities, with rules based on profiles, specializations, and priorities, together with operational dashboards and command centers that provide end-to-end visibility by segment, vertical, opportunity, and order. Operational dashboards and command centers provide end-to-end visibility by segment, vertical, opportunity, and order, enabling teams to monitor progress and anticipate bottlenecks. Platform observability has also been strengthened to detect degradation early and trigger preventive action.

From a technical standpoint, NTT DATA operates with agile delivery models, continuous integration and delivery, automated testing, and advanced environment management. The solution is underpinned by a robust data governance strategy that includes master data catalogs, integrity controls, and duplicate-management policies, alongside reporting and analytics capabilities that support decision-making in near real time.

The result is a robust, consistent CRM aligned with the needs of the B2B business and designed to support the organization as it advances toward more reliable, scalable, and well-governed processes.

Automation of validations and standardization of processes have delivered a clear reduction in cycle times. The 75% reduction in rework and unnecessary steps has freed teams to focus on higher-value activities and given the organization a much clearer view of the status of every opportunity and order. During 2025, the platform processed more than 12,000 opportunities and handled around 600,000 customer emails.

Data quality has also improved at the source. The CRM now guides data capture and applies embedded controls, resulting in fewer provisioning incidents, fewer case reopenings, and a more reliable information base for monitoring and decision-making. Better alignment across quote, order, and execution has reduced provisioning fallout by approximately 54% and improved operational predictability. Clear eligibility and approval rules, combined with end-to-end traceability, enable faster decisions and tighter control across the full B2B cycle. These advances reinforce the CRM’s role as a key enabler of MasOrange's B2B growth, driving greater efficiency, control, and agility while further strengthening the long-standing collaboration with NTT DATA.

Next steps

Following the success achieved in the enterprise business, the roadmap now includes extending guidance and orchestration capabilities to new scenarios, including end-to-end billing integration and stronger post-sales support, reinforcing consistency from quote to order to service activation.

Near-real-time operational analytics will be a priority, supporting data-led management through productivity indicators, communication APIs, and risk-detection models for approvals, feasibility, and provisioning. Next-best-action capabilities will also be introduced to optimize conversion and anticipate bottlenecks.

The roadmap also includes deeper automation and AI, ranging from integrations with provisioning systems to automated document generation and audit evidence. Investment in change management, training, and adoption programs will continue to maximize value across commercial and operational teams.

This approach will enable MasOrange to scale with confidence, maintain day-to-day agility, and raise service levels for enterprise and public sector customers, supported by a CRM that serves as a true control tower for decisions, coordination, and execution.