Marketo Microsoft Dynamics AX Integration (2022)

Clarity Connect is a middleware platform that facilitates the integration of Marketo to Microsoft Dynamics AX , including the automation of business processes and the sharing of data. Why would you do this? Every company, as well as every need to integrate is different. The most common is to marry the front-office web property with a back-office application, such as an online storefront connected to and ERP to pass orders automatically when the order is placed online.

There are many considerations when designing the connection between Marketo and Microsoft Dynamics AX . There can be security and performance criteria, as well as the physical access available to the applications. The two common connection types of applications that are typically connected are SaaS and On Premises.

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Marketo Microsoft Dynamics AX Integration (1)

Connecting with Clarity Connect:

  • Marketo Microsoft Dynamics AX Integration (2)

    Marketo

  • Marketo Microsoft Dynamics AX Integration (3)

    Microsoft Dynamics AX

Clarity Connect is a middleware platform that facilitates the integration of Marketo to Microsoft Dynamics AX , including the automation of business processes and the sharing of data. Why would you do this? Every company, as well as every need to integrate is different. The most common is to marry the front-office web property with a back-office application, such as an online storefront connected to and ERP to pass orders automatically when the order is placed online.

There are many considerations when designing the connection between Marketo and Microsoft Dynamics AX . There can be security and performance criteria, as well as the physical access available to the applications. The two common connection types of applications that are typically connected are SaaS and On Premises.

Marketo Microsoft Dynamics AX Integration (4)

Be Nimble, Be Quick

SaaS or In-the-Cloud Applications

SaaS-based integrations are very common. These are exclusively online and used to integrate applications like Salesforce, Office365, USPS, UPS, 3PL, Avalara (Clarity is a certified Sage, Microsoft and Avalara partner) and any other application that is served up in the cloud.

In any of these scenarios, the eCommerce storefront is hosted on a cloud-based server (usually at a provider like Amazon, Azure, Rack Space, Liquid Web, Managed.com, etc.), and Clarity Connect is installed on the same server, with the connector or adapter communicating to the other online application across a secured Internet connection.

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(Video) Best Practices for Syncing Microsoft Dynamics to Marketo

Working from Within

On-Premises Applications

Another common implementation is when a client has their ERP or CRM installed on premises, behind their corporate firewall. In this scenario, Clarity Connect is then installed on a server on premises, along with the connector at the client’s facility and configured to communicate securely within their network to the back-office application(s).

Then an IP exception, with specific port and public / private key combo is used so that Connect can securely communicate with the other application’s connector / adapter in the cloud, improving security and ensuring that the client’s ERP / CRM are not exposed outside of their network.

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Innovative & Robust

How Middleware Integration Works for B2B Platforms

Integrated Marketo & Microsoft Dynamics AX applications can foster greater customer loyalty with business process automation that delivers consistently outstanding customer service. Order processing speeds up, customers can access a range of information about their accounts such as order history and shipping options, so that it’s easy to place complex orders. Examples of how integrating ERP software works in practical terms include the following automated processes:

  • Customers and prospects visit an eCommerce website.
  • A record of the visit is generated and converted into a format that works in Marketo & Microsoft Dynamics AX software (Contact record -> Activity log).
  • If a sale is made, a Customer Record and Sales Order are automatically generated.
  • Visitor behavior is tracked and recorded to build user profiles for custom displays, marketing messages, recommendations and content curation.
  • Sales Orders and Quotes are sent to the appropriate staff for review, fulfillment and shipping.
  • Shipping details are converted into readable formats and forwarded to the eCommerce store.
  • Inventory figures update in real-time.

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A Better Experience

Customer Service Takes its Place at the Top of the Queue with ERP Integration

The usefulness of both CRM and ERP software depends on how efficiently business process automation works, and that depends on how fully the software is integrated into operations. If customers must contact sales or customer service staff frequently to troubleshoot problems with orders, get answers to simple questions or manage other issues with their accounts, the hidden and labor costs can be tremendous.

Companies routinely lose orders, fail to upsell accounts and frustrate customers when self-service eCommerce applications don’t work seamlessly with back-office data, pricing and automation. The costs of staff intervention also raise human capital costs and prevent staff from pursuing revenue-generating tasks.

  • Generating customized email, marketing promotions and newsletter marketing.
  • Generating customized reports and 360-degree views of each customer’s profile and real-time actions.
  • Automating line of business applications to foster seamless connections with multiple databases and internal management systems.
  • Delivering customer-centric tools for order fulfillment, support requests and ticketing applications.
  • Triggering custom quotes, accelerated workflows and faster management decisions.
  • Triggering custom quotes, accelerated workflows and faster management decisions.

It's All About Endpoints

Business Logic & Endpoint Types

Business logic are workflows that are the real meat and potatoes of the integration. It's where all the business processing happens and is made up of events, triggers, rules, and more. It's what allows all of the real-time or batched communication and automation of the front-end website with data and logic from the back-office applications. This is what extracts and exposes all of the value of your website / marketplace project.

The workflows can be very simple, such as checking a product's in-stock inventory count, to something much more complex. The basic endpoint categories are:

Marketo Microsoft Dynamics AX Integration (8)

(Video) Microsoft Dynamics (TM) CRM & Microsoft Dynamics (TM) AX Integration

Contacts

Individual users, typically customers or individuals of partners

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Accounts

Customer accounts, partners, resellers, etc.

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Products

Products or services that your company provides or sells

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Inventory

Stock quantities of products or services

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Pricing Tables

Pricing set on your products or services

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Sales Orders

Orders placed on the web that are pushed to the back office for processing

There can be literally hundreds of endpoints an API can expose to a connector (Clarity's eCommerce API exposes over 10,000) and the list can be very different from the two sides you're integrating. This is important because you may want to push or pull information from an application that can't be easily accessed or loaded to an application that doesn't support that type of data (Accounts and Contacts may both be in your CRM and ERP, but products and inventory may only exist within the ERP).

(Video) Scribe ERP and AX Integration - de

Possible Complex Workflow Samples

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Login Authentication Workflow

When a user logs into your store, Connect can go to the integrated CRM, look up the user, see what account they belong to. Is the account status on hold? Does the user have permissions to purchase on account? What pricing table does the account get assigned? Which products should be made visible to the user, etc.?

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Viewing a Product Workflow

When a user clicks on a product category, go to ERP in real-time and check to validate their (the account's) pricing, inventory story quantity and whether the product can be back ordered.

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Displaying Multiple Stock Quantities

If you stock products in multiple warehouses, how do you let users know how many are at each location? Connect can pull that information from your ERP(s), and display that on the website, allowing users to order from the closest location that has the number they need in stock.

Workflows and Benefits Supported by Marketo

Marketo uses REST for its Connector-Adapter (API). This allows for the integration of data in the Product and Orders categories. Here's a brief list of some possible workflows:

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Login & Tiered Pricing

Automated login can validate users & account-based tiered pricing with Microsoft Dynamics AX

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Lead Capture & Generation

Capture leads to support your marketing activities

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Automate Sales Orders

Automate push Sales Orders for processing into Microsoft Dynamics AX

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Workflows and Benefits Supported by Microsoft Dynamics AX

Microsoft Dynamics AX uses EDI File Exchange for its Connector-Adapter (API). This allows for the integration of data in the Pricing and Fulfillment categories. Here's a brief list of some possible workflows:

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Products & Services

Automatically pull products and services from Microsoft Dynamics AX into the Marketo storefront

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Inventory & Stock Quantites

Display accurate stock and inventory counts on your Marketo store by pulling real stock quantities

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Invoicing & Payments

Pulling invoices from Microsoft Dynamics AX into Marketo allows customers to save, print and pay their invoices online

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Integration Cost & Timing

Since the endpoints expose what is accessible to each connector, those applications with robust, well-defined APIs allow you to integrate more quickly and at a much lower cost. Simple integrations (i.e. forwarding orders to the back-office, pulling stock and quantities to the front-office) can start around $15k (including the platform's one-time license fee), especially for those that we've already developed robust connectors for. The complex integrations or those with many workflows and dozens of endpoint calls, may run as much as $30k all the way up to $100k for multiple applications.

It all depends on the number of applications being integrated, the ability to easily integrate with the applications, and the numbers and complexity of the business workflows being built. Using Clarity Connect, typical integrations can take from a few weeks to a few months. Over more than a decade, Clarity has done over 3,000 integrations and although 40% of the integrations that come our way are new, we haven't met an integration that we haven't been able to develop. Give us a call today to discuss your integration project.

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FAQs

Does Marketo integration with Microsoft Dynamics? ›

Marketo & Microsoft Dynamics Data Integration Tools

Aligning Marketo and Microsoft Dynamics allows your marketing automation platform to leverage existing siloed data. This powerful integration allows you to save time and money by inputting data in one system and automatically updating the information on the other end.

Is Microsoft Dynamics AX The same dynamics 365? ›

“The main differentiator is that Dynamics 365 is a completely web- and cloud-based solution, whereas AX is primarily a desktop-based application, with some web and mobile add-on components.

What is Microsoft Dynamics AX used for? ›

Dynamics AX is a powerful enterprise resource planning (ERP) software package for finance and operations. It helps global enterprises organize, automate, and optimize their processes on-premises, in the cloud, or through hybrid deployment. It's part of the Microsoft Dynamics suite of intelligent business applications.

What happened to Dynamics AX? ›

Dynamics AX became Dynamics 365 for Finance and Operations, Dynamics CRM became Dynamics 365 for Sales, and Dynamics NAV was revamped as Dynamics 365 Business Central. Some of the apps' functionality was spun off into smaller, modular software, so businesses can pick and choose the features they want.

What is difference between d365 and AX 2012? ›

While Dynamics AX is primarily an on-premises ERP solution providing the core functionality you need to make smart business decisions, the new AX solution is also available as a cloud or hybrid solution – just like Dynamics 365 is – bringing the power, speed and intelligence of cloud computing to people for ...

What is the difference between Dynamics 365 and Dynamics CRM? ›

In 2016, Microsoft replaced Dynamics CRM with Dynamics 365, a fully rebranded product specifically designed for customer engagement. Dynamics 365 is a combined CRM and ERP product that includes full Dynamics AX suite for ERP and the Business Edition includes the financial suite built from Dynamics NAV.

What language is Dynamics AX written in? ›

As we mentioned, X++ is the main programming language of Dynamics AX, now rebranded as Dynamics 365 for Finance and Operations. This programming language powers all the items and elements that you can find within this Microsoft environment. Such as classes, forms, queries, data types, etc.

What is the difference between Microsoft Dynamics CRM and AX? ›

The Dynamics CRM is a standalone web application whereas Dynamic AX 2012 is a complete business solution, which also offers CRM functionality via an integrated module – the Dynamics AX CRM.

Who uses Microsoft Dynamics AX? ›

Companies using Microsoft Dynamics AX for ERP Financial include: Sempra US Gas & Power, a United States based Professional Services organisation with 17000 employees and revenues of $100.00 billion, Louis Dreyfus Company B.V., a Singapore based Consumer Packaged Goods organisation with 17000 employees and revenues of ...

What does ax stand for in Dynamics AX? ›

AX is short for 'Axapta' which is the name the first developing company give the ERP. Short history: Damgaard a Danish company created an ERP called 'Axapta'. Navision bought the solution and called it 'Navision Axapta'.

What are the modules in Microsoft Dynamics AX? ›

Dynamics AX includes industry modules for the public sector, distribution, retail, manufacturing, and even professional service industries. Ready to use, these modules come out-of-the-box with Dynamics AX for easy implementation.

When did Microsoft buy ax? ›

Microsoft acquired the combined company in July 2002. In September 2011, Microsoft released version AX 2012. It was made available and supported in more than 30 countries and 25 languages. Dynamics AX is used in over 20,000 organizations of all sizes, worldwide.

What is MS DAX? ›

Data Analysis Expressions (DAX) is a library of functions and operators that can be combined to build formulas and expressions in Power BI, Analysis Services, and Power Pivot in Excel data models.

What is ax2012? ›

Microsoft Dynamics AX is an enterprise resource planning (ERP) solution for midsize and larger organizations that helps people to work effectively, manage change, and compete globally.

Is Dynamics 365 a CRM or ERP? ›

Microsoft Dynamics 365 is a cloud-based business applications platform that combines components of customer relationship management (CRM) and enterprise resource planning (ERP), along with productivity applications and artificial intelligence tools.

Which is better Salesforce or Microsoft Dynamics? ›

Salesforce is generally more user-friendly in the UI department, and more customizable, but Microsoft Dynamics 365 is probably a bit easier to use for reporting. Then again, if you really want or need an on-premise deployment, a Microsoft Dynamics 365 plan is the only way to go—Salesforce is cloud-based, full-stop.

What is the future of Microsoft Dynamics CRM? ›

The future of Dynamics 365 will mainly focus on collaboration and AI, Nadella says. That requires the necessary investments that go beyond adding integrations and models. For example, during the Quarter Results presentation, the CEO indicated that the omnichannel customer service module changed entirely in two years.

Does Microsoft Dynamics require coding? ›

You can learn Dynamics 365 without having any coding knowledge and work as Functional Consultants or end-users. However, if you want to be a Technical Consultant, you must understand the fundamentals of C# . NET, HTML, and JavaScript.

What database does Microsoft Dynamics use? ›

Microsoft Dynamics AX supports Microsoft SQL Server and Oracle databases.

Is X++ similar to Java? ›

X++ has both enumerators and iterators. An iterator in X++ is like an iterator in Java, not only can it navigate the collection it can also add and remove items as it goes. The X++ enumerator is like the IEnumerator in . NET, it is a read-only view that will be fouled if the collection is modified.

Is Microsoft Dynamics CRM cloud based? ›

Microsoft Dynamics CRM. Microsoft Dynamics CRM is available as a cloud offering or an on-premises installation. As with CRM 4, this version can be highly customized using advanced extensions.

How many people use Microsoft Dynamics? ›

Microsoft Dynamics® CRM 40,000+ companies 4.4 million users.

Is Microsoft Dynamics the same as Navision? ›

The background

Dynamics NAV (Navision), an on-premise solution that Microsoft acquired in 2002, was used to create Dynamics 365 Business Central.

Is Microsoft Dynamics AX good? ›

It is flexible and cost-effective. Due to the constantly changing market, a flexible ERP solution would be a good choice. With Microsoft Dynamics AX, an organization gets access to a wide range of products under the solution that adds value. This makes it a cost-effective solution.

What is AX CRM? ›

In short, the Dynamics AX CRM module covers the functional scope offered by typical CRM systems like the Microsoft Dynamics CRM such as the ability to manage Opportunities, Activities, Quotations, Sales Orders, Service Agreements, etc., but the way it provides this functionality is what separates it from the Dynamics ...

What is included in Microsoft Dynamics 365? ›

Dynamics 365 apps and features

Includes Power BI for analytics and visualization, and artificial intelligence tools to identify customer behaviors and provide predictive scoring. Customer Service -- Omnichannel customer engagement tools, customer self-service and communities, and tools for support agents.

What is ax2012? ›

Microsoft Dynamics AX is an enterprise resource planning (ERP) solution for midsize and larger organizations that helps people to work effectively, manage change, and compete globally.

What is MS DAX? ›

Data Analysis Expressions (DAX) is a library of functions and operators that can be combined to build formulas and expressions in Power BI, Analysis Services, and Power Pivot in Excel data models.

What are the 3 main areas in Dynamics CRM? ›

Microsoft Dynamics CRM has three comprehensive functional modules: Sales, Marketing, and Service (or Customer Care).

Is Microsoft Dynamics SaaS or PAAS? ›

SaaS – Software as a Service

Typically, a SaaS provider opts to licence applications to you as an on demand offering or as a subscription service. Popular examples are things like: Microsoft Dynamics CRM, Office 365 and Dropbox.

Is Microsoft Dynamics a CRM? ›

Dynamics CRM is a piece of business software, made by Microsoft. It's a customer relationship management software that helps businesses manage their customer database, generate new leads, engage with their customers, and resolve customer service issues.

What is the difference between Microsoft Dynamics NAV and AX? ›

Basically, we can say that Dynamics AX is a heavy ERP solution targeted primarily to large global enterprise organizations, whereas Dynamics NAV are primarily developed with medium and large enterprises with a certain degree of international presence in mind.

Is Microsoft Dynamics AX good? ›

It is flexible and cost-effective. Due to the constantly changing market, a flexible ERP solution would be a good choice. With Microsoft Dynamics AX, an organization gets access to a wide range of products under the solution that adds value. This makes it a cost-effective solution.

Who uses Microsoft Dynamics AX? ›

Companies using Microsoft Dynamics AX for ERP Financial include: Sempra US Gas & Power, a United States based Professional Services organisation with 17000 employees and revenues of $100.00 billion, Louis Dreyfus Company B.V., a Singapore based Consumer Packaged Goods organisation with 17000 employees and revenues of ...

Is DAX a coding language? ›

First things first - DAX is NOT a programming language. DAX is a formula language. You can use DAX to define custom calculations for Calculated Columns and for Measures (also known as calculated fields).

What does ax stand for in Dynamics AX? ›

AX is short for 'Axapta' which is the name the first developing company give the ERP. Short history: Damgaard a Danish company created an ERP called 'Axapta'. Navision bought the solution and called it 'Navision Axapta'.

What are the modules in Microsoft Dynamics AX? ›

Dynamics AX includes industry modules for the public sector, distribution, retail, manufacturing, and even professional service industries. Ready to use, these modules come out-of-the-box with Dynamics AX for easy implementation.

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