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COLA is a physician-directed, nonprofit agency whose mission is to help clinical laboratories comply with federal regulations through a program of education, consulting, and accreditation. Once every two years, the organization surveys approximately 8,000 laboratories throughout the United States. Previously, the COLA sales team tracked leads individually with spreadsheets and paper files, which limited the organization's ability to manage or improve its sales processes. COLA implemented Microsoft Dynamics CRM and greatly increased its ability to target laboratory customers with information tailored to their needs. Now, COLA marketing campaigns can reach more potential customers and the sales team can handle thousands of leads with a greater depth of information about customer needs. Since implementing Microsoft Dynamics CRM, COLA has tripled its sales.
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