A third-generation family-owned metals distributions company headquartered in Birmingham, Alabama, O'Neal Steel wanted a more strategic way to attract new customers. As some of its existing accounts began to slow down or close, the Oâ??Neal Steel sales force realized that it wasnâ??t attracting enough new customers to replace them. Using Microsoft Dynamics CRM Online and Microsoft Office 365, the company now stores lead information in a central, accessible place. Having more complete information about prospective clients helps the company convert more leads and focus on the highest-priority potential customers.