Estrella Green elevate City Dynamics into Microsoft’s Inner Circle

City Dynamics is the leading provider of Microsoft Dynamics 365 to the accounting, financial and professional services market. A trusted Microsoft gold partner located in the heart of the city, City Dynamics deliver a range of ERP, CRM and cloud-based solution for everyone from FTSE 100 to SMEs.

The challenge was to distinguish and differentiate City Dynamics in their noisy market space whilst also positioning them in the mind of Microsoft as a leader and best in class. Previously, due to a lack of deep marketing skillsets within the team, there had been no formal strategy, making it difficult to maintain the execution.

Estrella Green recognised the unique nature of City Dynamics’s expertise as former accountants and focused their positioning around this industry differentiator, producing clearly defined messaging to help them stand out.

Becoming City Dynamics has helped to position us in a new world and to have bigger conversations with bigger clients, they’re seeing us in a different light.”
Haseet Sanghrajka, CEO

The new positioning from Estrella Green also changed Microsoft’s perception of the business. From previously struggling to get on their radar, City Dynamics have now become one of the US tech giant’s most valuable partners.

“The fact that you can have a straightforward and honest conversation is crucial for us. It’s a true partnership, rather than being a customer-supplier type of relationship. One of the key insights from Tanya was to see what we’re really good at and where do we really sit. She helped us gain perspective about how we viewed ourselves and how the market viewed us. And that’s quite nice to hear – I think it’s understanding where you are and what can you be the best at.”
Haseet Sanghrajka, CEO



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