In short: Dynamics 365 is the stronger choice for UK businesses already using Microsoft 365, those wanting to connect CRM with Business Central ERP, or those seeking lower total cost of ownership with comparable functionality. Salesforce remains strong for businesses with a large existing Salesforce investment, complex enterprise requirements, or specific AppExchange dependencies. For UK SMEs starting fresh on a CRM platform, Dynamics 365 offers a more cohesive and cost-effective Microsoft-native path.
Feature comparison at a glance
The table below covers the dimensions most relevant to UK businesses evaluating these two platforms. Pricing excludes VAT and is indicative as of early 2025.
| Dynamics 365 Sales | Salesforce Sales Cloud | Advantage view | |
|---|---|---|---|
| Starting licence (per user/month) | ~£54 (Professional) | ~£65 (Professional) | D365 is typically lower cost at comparable tiers |
| Microsoft 365 integration | Native & deep | Third-party connectors | Decisive advantage for Microsoft-first organisations |
| ERP connection | Native to Business Central | Via MuleSoft or API | Quote-to-cash in one platform without middleware |
| AI capabilities | Microsoft Copilot for Sales | Salesforce Einstein AI | Both strong — Copilot advancing rapidly in 2025 |
| App marketplace | AppSource (growing) | AppExchange (largest) | Salesforce leads on breadth; D365 covers most SME needs |
| Analytics | Power BI native | Tableau CRM (add-on cost) | Power BI included; Tableau is a significant additional cost |
| Customisation platform | Power Platform / Dataverse | Apex / Lightning | Power Platform skills are more widely available in UK market |
| Total cost of ownership (5yr) | Lower for most SMEs | Higher at enterprise scale | Included M365/Power Platform integrations reduce TCO |
| Salesforce migration path | Well-established | — | Many UK businesses are migrating to reduce licence costs |
Understanding each system
Microsoft Dynamics 365 Sales
Dynamics 365 Sales is Microsoft's enterprise CRM, built on Azure and Dataverse. In 2025, Microsoft Copilot for Sales represents one of the most mature AI sales assistant integrations available — with meeting summaries, deal insights, and next-step suggestions built natively into Teams and Outlook.
- Native Microsoft 365, Teams, and Outlook integration
- Copilot for Sales: meeting summaries, deal insights, next steps
- Power BI built in — no additional analytics licence required
- Direct connection to Business Central for quote-to-cash
- Power Platform for no-code customisation and automation
Salesforce Sales Cloud
Salesforce is the world's largest CRM platform by market share, with a two-decade track record in enterprise sales management. Its AppExchange marketplace, Einstein AI, and deep customisation make it strong for complex enterprise deployments. In the UK SME market it faces increasing competition from Dynamics 365 on both price and Microsoft ecosystem coherence.
- World's largest CRM app marketplace (AppExchange)
- Einstein AI for lead scoring, forecasting, and insights
- Highly mature platform with extensive partner network
- Flow automation for complex business process automation
- Strong mobile experience and offline capability
Which system fits your business?
Choose Dynamics 365 if…
- You're already using Microsoft 365, Teams, or Business Central
- Reducing total cost of ownership is a priority
- You want CRM and ERP connected natively without middleware
- Power BI is your analytics platform of choice
- You're migrating from Salesforce to reduce licence costs
- Microsoft Copilot AI is part of your productivity strategy
- UK data residency on Azure is a compliance requirement
Consider Salesforce if…
- You have a large existing Salesforce investment and trained users
- You need specific AppExchange apps with no Dynamics equivalent
- Your organisation is Google Workspace rather than Microsoft-first
- You operate across complex global territories with deep customisation
- You have in-house Salesforce developers and admin expertise
Switching from Salesforce? We've done it before.
An increasing number of UK businesses are migrating from Salesforce to Dynamics 365 to reduce licence costs and consolidate their Microsoft stack. Advantage manages this migration end-to-end — from assessing your current Salesforce configuration through to data migration, workflow recreation, and user training.
The Advantage methodology
As a Microsoft Solutions Partner, Advantage holds competencies across Dynamics 365, Power Platform, and Microsoft 365. We can accurately scope migration complexity from Salesforce before any project commitment.
We audit your Salesforce configuration, data model, and integrations to scope an accurate migration plan — no surprises mid-project.
Data migration, Dynamics 365 configuration, Microsoft 365 integration, and training — delivered against a clear timescale and budget.
Post-migration support and optimisation so your team realises the full value of the new platform from day one.
Frequently Asked Questions — Dynamics 365 vs Salesforce
Common questions from UK businesses evaluating Microsoft Dynamics 365 and Salesforce — answered honestly by Advantage, Microsoft Solutions Partner.
Is Microsoft Dynamics 365 cheaper than Salesforce?
Generally yes — Dynamics 365 Sales Professional starts at approximately £54 per user per month, while Salesforce Sales Cloud Professional starts at around £65 per user per month. Total cost of ownership depends heavily on which modules you need and implementation costs.
Salesforce’s add-on ecosystem can significantly increase total spend, while Dynamics 365 includes Power BI and Power Platform integrations that would cost extra in Salesforce. Advantage can provide a detailed total cost of ownership comparison based on your specific configuration.
Which is better for a Microsoft 365 business — Dynamics 365 or Salesforce?
Dynamics 365 is the clear choice for businesses already using Microsoft 365. The native integration with Outlook, Teams, SharePoint, Power BI, and Azure means salespeople work in familiar tools with data flowing seamlessly.
Salesforce offers Microsoft 365 integrations but these require third-party connectors and do not match the depth of the native Dynamics 365 experience, particularly for real-time data sharing, Copilot features, and Teams-embedded sales workflows.
Does Dynamics 365 have the same AI capabilities as Salesforce Einstein?
Both platforms have strong AI capabilities. Salesforce has Einstein AI embedded across its suite. Microsoft has Copilot for Sales built into Dynamics 365, integrating with Teams and Outlook to provide meeting summaries, follow-up suggestions, and opportunity insights — built on OpenAI’s underlying models.
In 2025, Microsoft’s Copilot capabilities are advancing rapidly and represent a genuinely competitive position against Einstein, particularly for businesses already operating in the Microsoft ecosystem.
Can Dynamics 365 replace Salesforce for a business currently using it?
Yes — migrating from Salesforce to Dynamics 365 is a well-established process. Key considerations include data migration (contacts, accounts, opportunities, historical activity), recreating workflows and automation, and retraining users.
The business case is typically driven by cost reduction, Microsoft ecosystem consolidation, or a desire to connect CRM with Business Central ERP. Advantage can assess your current Salesforce configuration and advise on migration complexity and timescale — call us on 020 3004 4600.
Which platform has a better app marketplace?
Salesforce’s AppExchange is larger and more mature, with tens of thousands of apps built over two decades. Microsoft’s AppSource is growing rapidly and covers the majority of common business use cases.
For most UK SMEs, both marketplaces provide sufficient coverage. The more important question is whether you need specific integrations that are only available on one platform — Advantage can assess this as part of an initial evaluation.
Is Dynamics 365 harder to use than Salesforce?
Both systems have a comparable learning curve at the administrator level. End-user experience in Dynamics 365 has improved significantly in recent releases and is considered comparable to Salesforce for everyday CRM tasks.
For businesses already using Microsoft products, Dynamics 365 often feels more intuitive because it shares UI patterns with Teams and Outlook. A properly configured and well-trained implementation of either system will see good adoption.
Does Advantage help businesses migrate from Salesforce to Dynamics 365?
Yes — Advantage has experience assessing Salesforce configurations and managing migrations to Dynamics 365, including data extraction and mapping, workflow recreation, integration setup, and user training.
Call us on 020 3004 4600 or contact us online to discuss your current Salesforce setup and what a migration would involve for your business.
