Role Summary 

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

This is a deeply technical role, requiring strong platform expertise, integration knowledge, and the ability to architect scalable CRM solutions aligned to enterprise standards. 

A key aspect of this role is the embedding 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 deliver modern, AI-enabled CRM capabilities that support complex, global B2B environments. 

Key Responsibilities 

Microsoft Dynamics CRM – Sales Journey & Pipeline 

• Own the design and evolution of end-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 

• Embed AI 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 

• Provide deep technical expertise in 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 in Agile 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 where appropriate) 

• Partner with integration teams to troubleshoot and optimise system interactions 

Business Process & Domain Expertise 

• Develop deep expertise in Sales Operations and commercial processes, including:  

• Pipeline management and forecasting 

• Complex deal structures and lifecycle management 

• Translate business strategies into structured 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 experience in:  

• CRM platforms (Microsoft Dynamics preferred) 

• Business Systems Analysis in enterprise environments 

• Proven experience operating as a senior 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 into practical 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 a senior IC capacity  

• Experience working in complex, global, matrixed environments