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Role Summary

The Senior Technical Business Systems Analyst (BSA) is a highly experienced individual contributor responsible for designing, enabling, and evolvingcore CRM capabilities within Microsoft Dynamics, with a focus onSales Journey, Opportunity Lifecycle, and Pipeline Management.

This is adeeply technical role, requiring strong platformexpertise, integration knowledge, and the ability to architect scalable CRM solutions aligned to enterprise standards.

A key aspect of this role is theembedding of AI and intelligent automation into the Sales Journey, enabling improved decision-making, pipeline progression, and sales productivity.

The role partners across Sales, IT, Data, and Architecture teams to delivermodern, AI-enabled CRM capabilitiesthat support complex, global B2B environments.

Key Responsibilities

Microsoft Dynamics CRM - Sales Journey & Pipeline

• Own the design and evolution ofend-to-end Sales Journey:

• Lead Opportunity Quote Close lifecycle

• Pipeline governance, forecasting inputs, and commit processes

• Define CRM data models, workflows, and automation supporting:

• Opportunity progression and deal velocity

• Pipeline hygiene and data quality

• Forecast accuracy and execution confidence

• Lead root cause analysis and resolution of systemic CRM and pipeline issues

AI-Enabled Sales Journey

• EmbedAI and intelligent capabilities directly into CRM workflows, including:

• Opportunity scoring and prioritisation

• Next-best-action recommendations for sellers

• Pipeline risk identification and deal progression insights

• Partner with Data and AI teams to:

• Operationalise predictive models within CRM

• Integrate AI-driven insights into user experience and workflows

• Drive adoption of AI-enhanced capabilities to improve:

• Sales productivity

• Forecast accuracy

• Pipeline conversion rates

• Ensure AI capabilities are practical, explainable, and aligned with business processes

Technical Platform Ownership & Solution Design

• Providedeep technicalexpertisein Microsoft Dynamics CRM and Power Platform, including:

• Configuration (entities, workflows, business rules)

• Extensibility (APIs, plugins, custom services)

• Lead solution design for CRM enhancements:

• Ensure scalability, performance, and maintainability

• Align with enterprise architecture and security standards

• Work closely with engineering teams inAgile delivery environments

Integration Architecture

• Design and govern integrations between CRM and enterprise systems:

• Ensure seamless data flow across sales, pricing, and fulfilment processes

• Enable real-time or near-real-time pipeline visibility

• Define integration patterns (API-led, event-based, batch whereappropriate)

• Partner with integration teams to troubleshoot and optimise system interactions

Business Process & Domain Expertise

• Develop deepexpertiseinSales Operations and commercial processes, including:

• Pipeline management and forecasting

• Complex deal structures and lifecycle management

• Translate business strategies intostructured system and process designs

• Influence CRM usage, data standards, and operating models

Delivery Leadership & Business Analysis

• Lead complex analysis and solution design:

• Requirements, functional specifications, and user stories

• Own backlog shaping and prioritisation aligned to business value

• Drive UAT, release readiness, and post-go-live stabilisation

Required Experience & Skills

Core Requirements

• 7-10+years experiencein:

• CRM platforms (Microsoft Dynamics preferred)

• Business Systems Analysis in enterprise environments

• Proven experienceoperatingas asenior technical BSA or solution-oriented role

• Strong understanding of:

• CRM data models and architecture

• End-to-end Sales Journey and pipeline management

Technical Skills

• Hands-on experience with:

• Dynamics CRM configuration and customisation

• Integration design and implementation (APIs, middleware, event-based patterns)

• Working knowledge of:

• Cloud platforms and modern application architectures

• Data modelling and CRM reporting structures

• Ability to collaborate effectively with development teams in Agile environments

AI & Data Experience (Strongly Preferred)

• Experience embedding analytics or AI into business workflows

• Understanding of:

• Predictive modelling concepts (scoring, classification, forecasting)

• Data pipelines and model operationalisation

• Ability to translate AI outputs intopractical CRM user experiences

Domain Expertise (Desirable)

• Semiconductor or complex B2B industry experience

• Familiarity with:

• Global sales processes

• Complex quoting, pricing, and channel models

Leadership & Behavioural

• Strong analytical and structured problem-solving capability

• Ability to influence cross-functional stakeholders without authority

• Comfortable operating independently in asenior IC capacity

• Experience working in complex, global, matrixed environments