How ScotPac Used Delacon’s Call Tracking to Streamline CRM & Maximize Marketing ROI

_{The Challenge:}
Fragmented systems means lack of visibility

ScotPac, the largest specialist provider of working capital solutions for SMEs in Australia and New Zealand, wanted to improve its sales and marketing intelligence. With over 30 years of experience helping businesses manage cash flow, ScotPac aimed to refine its digital advertising and CRM strategy to better understand its most valuable customers.

Despite leveraging advanced Martech and CRM platforms like Google Ads, Google Analytics, and Microsoft Dynamics 365, ScotPac faced a key challenge—fragmented data. They lacked full visibility into which digital marketing efforts were generating high-value customer opportunities. Additionally, the manual process of inputting call and web enquiry data into their CRM resulted in inefficiencies, limiting their ability to optimize marketing spend and streamline sales operations.

_{The Solution:}
Seamless Integration of Complex Systems

ScotPac partnered with Tzu & Co and Delacon to integrate Call Tracking with their Microsoft Dynamics 365 CRM and marketing platforms, creating a unified source of truth across all business divisions. Delacon’s Call Tracking provided deep insights into customer interactions, enabling ScotPac to:

• Automatically capture and push call data into Microsoft Dynamics 365, eliminating manual data entry.
• Identify high-value keywords and search terms driving the most conversions.
• Segment and optimize digital ad campaigns based on real-time call attribution data.
• Improve lead qualification and streamline follow-up processes for sales teams.

By centralising Call Tracking data, ScotPac gained full visibility into its customer acquisition process, ensuring marketing efforts were targeted towards the most valuable opportunities.

Key Objectives

• Unify customer data – Integrate real-time Call Tracking data with Microsoft Dynamics 365 to provide all departments with a single source of truth.
• Automate and improve sales processes – Reduce manual data entry by automatically logging call and form-fill data into the CRM.
• Optimize paid search strategy – Identify high-performing keywords and search terms to refine ad targeting and increase ROI.
• Improve lead quality – Ensure marketing spend is allocated to channels and strategies that drive the highest value leads.
• Increase efficiency across teams – Enable marketing, sales, and operations to work from the same dataset, driving smarter business decisions.

_{The Results:}
Better Data, Better Decisions

By integrating Delacon’s Call Tracking into its CRM and marketing stack, ScotPac achieved:

• 📈 75% improvement in Cost Per Opportunity – Maximized marketing efficiency while reducing costs.
• 📊 Higher-quality leads – Enhanced segmentation and targeting based on real-time call attribution data.
• 🔄 More efficient operations – Reduced reliance on manual data input, allowing sales teams to focus on conversions.
• 💡 Data-driven decision making – Marketing, sales, and operations teams now work from the same dataset, improving collaboration and business outcomes.

“These changes have given key stakeholders across sales, marketing, and operations the ability to seamlessly access real-time information regarding enquiries. Call volume and, more specifically, call origination data have enabled ScotPac to rely less on hearsay and make faster, data-driven campaign decisions.”

– Emer Byrne,Head of Direct Lead Generation, ScotPac

_{Looking Ahead:}

Following the success of its Call Tracking integration, ScotPac is continuing to refine its CRM and marketing intelligence. Future initiatives include:

• Enhancing customer experience by leveraging AI-driven call analytics to personalise interactions and improve engagement.
• Expanding Call Tracking capabilities across additional marketing channels to further optimize lead attribution.
• Refining automated reporting using Delacon’s data studio and Power BI dashboard to drive even deeper insights.