The problem

• Three regional CRMs (EMEA on Salesforce, APAC on Dynamics, LATAM on a homegrown system) with incompatible data models and divergent product catalogues.
• Pipeline reporting at HQ required manual reconciliation; quarterly close ran 5 weeks late on average.
• Cross-region accounts (global customers buying in multiple regions) were tracked separately in each system, causing duplicate outreach and missed cross-sell.
• GDPR, Russian 152-ФЗ, Chinese PIPL and Israeli privacy regulations imposed conflicting data-residency requirements across the 14 countries.
• Sales team was reluctant to adopt a fourth system; previous consolidation attempts had failed.

The solution

• Multi-tenant .NET 10 CRM core: per-region tenants on shared codebase; data physically stored in the originating region to satisfy residency rules.
• Federated global account view: cross-region account identity that resolves at query time, never replicating regulated personal data across borders.
• AI sales assistant: RAG over each rep's territory data + product catalogue + recent customer interactions, producing meeting prep briefs, follow-up draft emails and next-best-action suggestions. Always advisory; rep approves before sending.
• Migration strategy: region-by-region phased cutover. EMEA first (Salesforce was easiest to extract); LATAM last (custom system required reverse-engineering). 14 months total.
• Adoption focus: shadow-mode operation for the first month at each region; rep workflow validated before legacy decommission. Champion network in each country.

Results

• All 14 countries on the consolidated platform within 14 months.
• Quarterly close timeline cut from 5 weeks to 4 days.
• Cross-region account discovery: 412 previously-unknown global accounts identified in first quarter post-launch.
• AI assistant adopted by 78% of reps daily after 90 days; meeting-prep time reportedly cut by half.
• Compliance: data-residency design accepted by EU, Russian and Chinese counsel without further architecture changes.
• Salesforce / Dynamics / homegrown licenses retired; net licensing cost reduction of approximately 40% on first full year.

Technology stack

.NET 10 (C#), PostgreSQL per-region with logical sharding, Redis, Azure Service Bus, Federated query layer (custom), RAG over Postgres+pgvector, OpenAI / Anthropic Claude for sales assistant, multi-language UI (EN/RU/HE/ES/ZH-CN), data-residency policy engine.