Finnish Financial Group
Product Leadership in a Large-Scale MS Dynamics CRM Transformation
Client
Finnish Financial Group
Industry
Financial
Services
Transformation Lead
Challenge
The situation
A major business transformation program renewed core processes, customer journeys, and internal systems within a Finnish financial group. The CRM initiative was one of several interdependent sub-projects in a multi-vendor setup, each requiring strong ownership to translate complex business needs into implementable solutions. The challenge was not only system implementation — but ensuring that CRM delivery truly supported renewed end-to-end business processes while staying aligned with parallel workstreams.
Approach
What we did
Digital Rebel took Epic Owner responsibility for critical areas within the MS Dynamics CRM program. We translated business transformation goals into structured backlogs, epics, and user stories, ensuring sprint planning and prioritization supported real business outcomes. Beyond delivery management, we safeguarded end-to-end process coherence, coordinated usability validation, and led updates to over 100 business instructions and QA testing for end-to-end sales processes before go-live — bridging business and technical teams throughout.
Results
Where it landed
The epic areas under Digital Rebel's ownership moved from complex business needs to prioritized, implementable backlogs. As the renewed end-to-end processes kept evolving on the business side, we bridged the changes into CRM delivery so the two stayed connected rather than drifting apart. In preparation for go-live, over 100 business instructions were updated and end-to-end sales processes were QA-tested, so the business side would be ready for the system, not just the system for the business.