Optrua Powers Rockton Software's CRM Transformation
- Optrua Marketing
- Aug 22
- 5 min read
Updated: Sep 1
Optrua's tailored approach provided Rockton Software with real-time insights, streamlined workflows, and the clarity to drive sales forward.
CRM Transformation Cuts Through the Fog
Picture this: You're driving a familiar road in thick fog.
You've been down this route hundreds of times, but suddenly, every curve feels like a guess.
You slow down.
You grip the wheel a little tighter.
And you can't shake the thought: There has to be a better way to see what's ahead.
That's precisely how Rockton Software felt about their CRM.
For more than 25 years, Rockton has been a trusted Independent Software Vendor (ISV) for Microsoft Dynamics, building on its deep expertise in Dynamics GP.
They had loyal customers, industry credibility, and decades of experience.
But the systems they relied on to manage customer relationships were clouding their view of the road ahead.
They weren't standing still — but they weren't moving with the speed and confidence they needed in a changing market. And in business, that's when competitors start catching up.
That's when Optrua stepped in.
The Moment They Knew Something Had to Change: Overdue for a CRM Transformation.
If you've ever tried to track your sales pipeline in outdated systems, you know the pain:
Leads slip through the cracks.
Reports take days to pull, and they're obsolete by the time you share them.
Leadership meetings are filled with guesswork instead of insight.
Mark Rockwell, Owner of Rockton Software, put it plainly:
"We've been in business for over 25 years and have built our company on Dynamics GP. But as the marketplace evolved, we knew we had to modernize how we support our customers. Even though we're software experts, we still needed Optrua's help."
This is one of those deceptively simple moments in a business's life — the realization that being good at what you do isn't enough if your systems are holding you back.
Enter Optrua: The Sherpa for the Climb Ahead
Think of Optrua as the kind of guide you'd want for that foggy mountain road — someone who clears the windshield and maps the fastest, safest route to your destination.
How did Optrua's tailored CRM approach improve Rockton's sales process?
When Rockton reached out for a CRM transformation, Optrua didn't arrive with a one-size-fits-all template. They started with something that other consultants skip:
Listening.
They asked hard questions, challenged assumptions, and dug into how Rockton's teams worked, not just how they said they worked.
From there, they built a tailored roadmap to transform Rockton's CRM strategy without derailing their day-to-day operations.
How Optrua Turned CRM Chaos into Sales Clarity
Optrua's plan delivered exactly what Rockton needed:
Microsoft Dynamics 365 Sales Implementation – Giving Rockton a flexible, scalable platform to grow with them.
Streamlined Lead & Partner Management – No more scattered spreadsheets or forgotten follow-ups.
Prioritized Follow-Up Workflows – Sales reps know exactly what to do next, every time.
Real-Time Dashboards – One place for leadership to see performance at-a-glance.
Mark Rockwell noticed the difference immediately:
"Optrua asked thoughtful questions, challenged assumptions, and built a roadmap that made sense for us."
CRM Transformation: When Data Becomes a Decision Engine
If you've ever upgraded from a grainy old TV to 4K ultra-HD, you know the feeling: Suddenly, you can see everything in crisp detail. That's what Rockton's leadership experienced.
Instead of waiting days for reports, they could see sales performance and partner activity in real-time.
Bottlenecks weren't mysteries; they were visible, actionable issues.
What measurable business outcomes did Rockton achieve after the CRM transformation?
Improved visibility into sales and partner performance
Elimination of manual reporting through real-time dashboards
Increased accountability for leads and follow-through
Stronger alignment between leadership and sales teams
"Leadership finally has a single place to go to see how we're doing, where the bottlenecks are, and what's working. We're not just keeping up — we're moving forward," said Rockwell.
Why Dynamics 365 Sales Was the Perfect Growth Engine
For Rockton, Dynamics 365 Sales wasn't just a CRM platform — it was the foundation for their next chapter.
Why was Microsoft Dynamics 365 Sales chosen as Rockton's new CRM platform?
Dynamics 365 Sales offered Rockton the scalability, customization, and analytics needed to replace outdated processes.
It integrated smoothly with existing systems, provided real-time insights, and delivered the flexibility to grow as Rockton's business evolved — making it the ideal platform to move their business forward.
The Strategic CRM Partner You Want in Your Corner
At the heart of this story is a simple truth: Tools matter, but the right partner matters more.
Optrua worked to understand Rockton's business, respected their expertise, and pushed them toward better solutions.
"If you're looking for a partner who will listen, challenge you in the right ways, and actually deliver — Optrua is that partner."
Why You Need to Watch This Story Unfold
Reading about CRM transformation is one thing — seeing it is another.
In the video case study, you'll hear Mark Rockwell share Rockton's journey in his own words — the challenges, the turning points, and the excitement about what's next.
If you've ever wondered how to:
Turn a CRM from a bottleneck into a growth engine
Align leadership and sales teams
Make decisions based on facts instead of hunches
… this video is a masterclass in doing it right.
Lessons You Can Apply to Your Own CRM Transformation
What lessons can other ISVs or SMBs learn from Rockton's CRM transformation?
Don't wait for a crisis to modernize – Fix systems before they cost you opportunities.
Find a partner who will challenge you – The right partner doesn't just nod and agree; they ask the questions you haven't thought to ask.
Prioritize visibility – If leadership can't see it, they can't improve it.
Build for scalability – Your CRM should fit your business now and be ready for what you'll need in five years.
Ready to Clear Your Own CRM Fog?
The fog lifted for Rockton the moment Optrua stepped in with a clear roadmap for CRM transformation, the right technology, and a partner's commitment to see the journey through.
Now, every curve in their sales pipeline is visible. Decisions are faster. Teams are aligned. Growth is accelerating.
If reading this made you think about the "fog" in your own business — the unclear data, the manual processes, the missed follow-ups — you're not alone.
The truth is that most companies outgrow their CRM long before they realize it.
The question is: Will you wait until it slows you down, or will you get ahead of it?
Rockton's story shows what's possible when you combine the right technology with the right partner.
And the best way to see that in action is to watch their journey for yourself.
Watch How Rockton Cleared the Fog and Accelerated Growth
See The 3-Minute Video Now.
Because sometimes the best way to find your path forward is to see how someone else cleared theirs.
About the Author
Optrua specializes in optimizing Dynamics 365 CRM and Microsoft Power Platform to enhance customer experience and employee engagement. Using Agile methods and continuous improvement, we're your partner in thriving amidst change.
We offer tailored solutions to help our clients grow and stay ahead of the competition, including CRM, AI, System Integration, Analytics, and more.
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