Chris Griswold and Rick Gipson of Credera presented on Microsoft's xRM Development Framework. They discussed xRM and Microsoft Dynamics CRM, the business challenges of siloed applications, and the key components of the xRM framework, including easy data and UI creation, standard functionality, and web services. They demonstrated how the xRM framework allows organizations to build customized applications on top of Dynamics CRM to meet their specific needs.

1. THE POWER OF PERSPECTIVE
The Microsoft xRM Development
Framework
Chris Griswold & Rick Gipson
Credera
Copyright © 2011 Credera. All Rights Reserved.

2. www.credera.com
About the Speakers
 Chris Griswold: Manager with Credera
– Over 13 years of experience in custom software architecture design and development working with both Java and
Microsoft technologies.
– Five years with one of the largest technology consulting firms in the world building custom Java web applications for
clients in the telecom and energy industries
– Primarily architecting and building custom .NET web applications
– Implementing and customizing Microsoft Dynamics CRM.
– B.A. degree in Computer Science from Baylor University
– M.S. degree in Engineering Management from Southern Methodist University
– Certified Microsoft Dynamics CRM 4.0 Technical Specialist and Microsoft certified Business Management Solutions
Specialist
 Rick Gipson: Manager with Credera
– 12 years of management and IT experience, specializing in Microsoft web development and solutions.
– Senior .NET Consultant/Architect with TEKsystems leading project teams at American Airlines, NEC, Tyco
Electronics, Siemens and Greyhound.
– Projects have included business process automation and web service integrations
– Microsoft Certified Professional Developer in .NET 3.5.
– BBA in Business Administration and Management from Angelo State University.
Copyright © 2011 Credera.
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T H E P O W E R O F P E R S P E C T I V E

3. www.credera.com
Agenda
 Introduction to CRM and xRM
– xRM and Microsoft Dynamics CRM
– Microsoft UI & Outlook Integration
– System Architecture
 Business Challenge of Siloed Software Applications
– Specialized Applications
– All-In-One Applications
– How xRM is Different
 Key Components of the xRM Development Framework
– Easy Data Model and UI Creation
– Standard Functionality available to Custom Components
– Web Service Communication
– Linq Odata rest Service, FetchXML, Javascript, Silverlight, etc
 Demo
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Introduction to xRM and CRM
 xRM and Microsoft Dynamics CRM
– CRM: Customer Relationship Management
 Sales Force Automation
 Lead  Opportunity  Quote  Order  Invoice
 Marketing and Campaign Management
 Customer Service Management and Scheduling
– xRM for Management: Asset, Property, Fleet, Land, Task, Event
– xRM for Relationship Management: Employee, Contractor, Supplier, Distributor, Partner
– Web and Outlook Interface
– Online and Offline Access
 Offline mode downloads data for disconnected access
 Core xRM server runs locally
– On-Premise Deployment and Cloud Deployment
 Feature Parity
 Online deployment utilizes the Azure App Fabric
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Introduction to xRM and CRM
 Microsoft UI and Outlook Integration
– Microsoft Office UI familiar from Word, Excel, etc
– Tightly integrated to IE for Windows App-like look & feel
– Native integration into Outlook
 Track Emails and Appointments in CRM
 Access your xRM application and E-mail from a single interface
 xRM behavior is interface aware
o Web vs. Outlook
o Online vs. Offline
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System Architecture
Front End Integration
Web Outlook Mobile
Integrated Reporting
Applications Extensible Application: Form and client
side events, Ribbon, Sitemap, (Dashboards, Charts, Excel,
Web Resources, JS libraries… FetchXML and SRS)
Web Services
Back End Integration
server-to-server
Pre-Event Plug-ins Post-Event Plug-ins Custom Workflow
(.NET Assemblies) (.NET Assemblies) (.NET Assemblies)
Synchronous and Asynchronous Business Logic
Workflow
Business Entity Components
Security
Data Access Components
Data Access Platform
Filtered SQL Views
Metadata Data
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System Architecture Simplified
Traditional Business Application Architecture CRM/xRM Application Architecture
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Business Challenge of Siloed Software Applications
 Specialized Applications
– Made for very specific business functions - little extensibility
– Custom Applications – difficult to maintain
 All-In-One Applications
– Big, bloated and inefficient
– Extensible, but limited, difficult and slow compared to core
– Customizations risk version locking
 xRM is Different
– Engineered on top of the same technology as core app
– Changes to existing system or net new objects and functionality
– Utilize internal components such as workflows, plugins, events, security and integration
components
– Little risk of version lock due to the nature of the system architecture
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Key Components of the xRM Framework
 Easy Data Model and UI Creation
– Entity Creation, Primary Field
– Field Creation: text, option set, date time, currency, etc
– Form Creation: Field placement, Mobile vs. Standard, Field Level security, menus
– Relationships: 1 to N, N to 1, N to N
– View Creation: Default, Associated, Quick Find, Custom, User Defined
 Standard Functionality Available to Custom Components
– Workflow Engine, Guided Processes
– Field Level Security, data auditing, Mail Merge
– Full Web Service communication capability
 Web Service Communication
– Token or Claims Based Authentication (Internet Facing)
– Linq based access to data
– All functionality included, CRUD, Workflow, Business Rules
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Key Components of the xRM Framework
 OData REST Service
– Perfect for Javascript or custom code
– Allows for better use of client side code and Ajax
 Embedded Web Resources
– .GIF, .png, .html
– Javascript
– RibbonXML
– Silverlight
 FetchXML
– New Query language for data
– Simple to use XML based query for Web Service interaction
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Demo
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Credera is a Business and Technology Consulting Firm that Focuses on Leveraging Proven
Technologies to Enable our Clients Business Strategy
 Our Company  Our People
– Full-service business and technology – Credera’s professionals possess a unique
consulting firm combination of deep technical expertise with
extensive business backgrounds
– Provide business and technology solutions
that offer measurable value to our clients – Backgrounds include business, technology, and
strategy management consulting with some of the
– Deliver value by leveraging our people’s most well-known and respected consulting firms
accumulated industry and management in the world
experience with their deep technical
expertise – Have served many influential corporations in a
variety of industries over the past 20 years
– Established in 1999
– Offices in Dallas, Austin, Denver
 Sample Clients
 Our Services
– Management Consulting
– Technology Solutions
– Business Intelligence
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Q&A
Thank you for attending!
Contact Information:
Chris Griswold
cgriswold@credera.com
Rick Gipson
rgipson@credera.com
www.credera.com
Twitter:
Blog: http://blogs.credera.com/
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14. THE POWER OF PERSPECTIVE
Title
Speakers
Credera
Copyright © 2011 Credera. All Rights Reserved.