In order to distinguish itself in the market better still, BIA wanted to further streamline the logistics, financial and commercial processes within its organisation. After an extensive selection process, the functionality aspect was the reason for BIA opting for Microsoft Dynamics AX, with Pulse’s industry-specific solution for the Building Supply Industry. Harold Arts, Commercial Director: “In addition to the functional distinction, there is also a cultural click. Both BIA and Pulse have their feet firmly on the ground and have a no-nonsense culture. We believe that, with Pulse and Microsoft Dynamics AX, we are ready for new developments in the market.” Nico Tissink, Director of Pulse Business Solutions: “The similarity of the cultures greatly contributes to the anticipated success. From the very first meeting between the two organisations, there was mutual respect based on expertise.” BIA has chosen phased implementation by first initiating the core aspects of the Pulse industry-specific solution for the Building Supply Industry. This gives the company access to the extensive CRM functionality specific to the industry which can record Dutch building projects with all related contacts. This functionality allows BIA to better manage the commercial process and therefore acquire more orders. At the same time, BIA’s customers are becoming more successful, which strengthens the customer relationship further still. This approach leads to visible results in a short time, with minimum disruption for the organisation.