Dynamics 365 Business Central vs Dynamics 365 Sales App – A Detailed Comparison

Microsoft Dynamics 365 is a comprehensive suite of business applications designed to streamline various aspects of an organization’s operations. Two key components of this suite are Dynamics 365 Business Central CRM (Customer Relationship Management) Module and Dynamics 365 Sales App. Both these tools focus on enhancing customer relationships and sales processes but offer distinct features and capabilities tailored to different business needs. In this article, we will compare these two solutions to help you choose the one that aligns best with your organization’s requirements.

Dynamics 365 Business Central is an all-in-one business management solution designed for small and medium-sized enterprises (SMEs). While it primarily focuses on finance, operations, and supply chain management, it also offers a CRM module to help businesses manage their customer relationships more effectively.

  1. Integration with ERP: Business Central CRM is tightly integrated with the ERP (Enterprise Resource Planning) capabilities of the system. This means that you can seamlessly connect your sales and customer data with your financial and operational data, providing a holistic view of your business.
  2. Financial Management: With Business Central, you get robust financial management features, such as accounting, invoicing, and inventory management. This is especially beneficial for businesses looking for an end-to-end solution that combines CRM and financial management.
  3. Customization: Business Central offers a high degree of customization, allowing you to adapt the CRM module to your specific needs. You can create custom fields, workflows, and reports to tailor the system to your unique business processes.
  4. Scalability: While Business Central CRM is suitable for SMEs, it may not be the best choice for larger enterprises with complex sales and marketing needs. It lacks some advanced sales features that larger organizations may require.

Dynamics 365 Sales is a specialized sales force automation (SFA) application within the Dynamics 365 suite. It is designed to help sales teams manage leads, opportunities, and customer interactions more effectively. Dynamics 365 Sales comes with 3 modes of licensing where customers can pick the type of license based on the level of functionality that they require.

  1. Sales-Focused: Dynamics 365 Sales is laser-focused on sales activities, making it an ideal choice for organizations where the primary goal is to improve their sales processes. It provides features like lead management, opportunity tracking, and sales forecasting.
  2. AI-Powered Insights: One of the standout features of the Sales App is its integration with artificial intelligence (AI). It uses AI to provide sales teams with predictive analytics and insights, helping them make data-driven decisions and prioritize leads effectively.
  3. Mobile Productivity: The Sales App offers excellent mobile capabilities, allowing sales reps to access customer data and sales information on the go. This is particularly advantageous for field sales teams.
  4. Limited ERP Functionality: While the Sales App is excellent for sales activities, it lacks the comprehensive ERP features found in Business Central. If your business needs extend beyond sales, you may need additional applications or integrations.

Choosing the Right Solution

The choice between Dynamics 365 Business Central CRM Module and Dynamics 365 Sales App depends on your organization’s size, focus, and specific requirements.

  • If you are a small or medium-sized business looking for a single platform that combines CRM with financial management and operational capabilities, Business Central CRM may be the better choice.
  • If you are primarily concerned with improving your sales processes and require advanced sales analytics and AI-driven insights, the Dynamics 365 Sales App is likely the better fit.
  • In some cases, larger organizations may opt for a combination of both, integrating Dynamics 365 Sales with other modules within the Dynamics 365 suite or third-party solutions to meet their unique needs.


Both Dynamics 365 Business Central CRM Module and Dynamics 365 Sales App are powerful tools designed to enhance customer relationships and sales processes. The choice between them ultimately depends on your organization’s size, specific goals, and the extent of CRM functionality required. Carefully evaluating your business needs and priorities will help you make the right decision and maximize the benefits of your chosen Dynamics 365 solution.

If you need help with evaluating what’s best for your business, don’t hesitate to reach out to us today for a free consultation!

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