Would you like to have consistent and accurate customer data in Dynamics 365 Business Central and CAS genesisWorld at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of Dynamics 365 Business Central and CAS genesisWorld is ready to use in just a few days and grows flexibly with your requirements.
And the best part: we handle the integration for you. Our experts set up your Dynamics 365 Business Central CAS genesisWorld interface on your behalf or together with your team.
Important note: The video shows the integration of HubSpot with SAP C4C. Of course, connecting to Dynamics 365 Business Central with CAS genesisWorld and many other systems is also possible.
Dynamics 365 Business Central is Microsoft’s ERP system for small and medium-sized businesses, uniting Finance, Supply Chain, Sales, and Service on a single platform. CAS genesisWorld is a user-friendly CRM system for mid-market companies with a focus on teamwork, contact management, and sales control.
The Dynamics 365 Business Central CAS genesisWorld integration connects your finance and logistics processes in the ERP with your customer relationships in the CRM. Customer data, sales opportunities, prices, and orders flow in real-time between both systems, so sales, back office, and finance work with the same information. This eliminates manual rework and keeps all departments in sync.
The interface between Dynamics 365 Business Central and CAS genesisWorld solves typical problems that arise when CRM and ERP run side by side.
Automatically synchronize customer master data. New customers from Business Central appear as addresses in genesisWorld, changes are synchronized bidirectionally. Sales and finance work with identical customer data without anyone having to type twice.
Turn sales opportunities into orders. Won deals in genesisWorld are automatically transferred to Sales Orders in Business Central. The quote-to-cash process runs end-to-end without media breaks or transfer errors.
Pull prices and items into the CRM. Items, price lists, and discounts from Business Central are available to sales in genesisWorld. Quotes are created with current prices, special conditions are correctly applied.
Display payment status in the CRM. Outstanding items, payment receipts, and reminders from Business Central are visible in genesisWorld. Sales knows before the call whether a customer is in arrears and can act proactively.
Provide order history for sales. Orders, deliveries, and invoices from Business Central are displayed in genesisWorld. Sales sees at a glance what the customer has purchased and can specifically suggest upsells and cross-sells.
Query delivery times and inventory levels. Inventory information from Business Central flows into the CRM so sales can provide binding delivery dates. This reduces inquiries and increases customer satisfaction.
The use cases on this page are not theoretical, but implementing them requires experience. You can set up integration and data management yourself through MARINI’s no-code interface, or have our team configure it for you. For implementation in your systems, we work collaboratively with you and your service providers. If you don’t yet have a suitable service provider, we’re happy to recommend an appropriate partner from our network.
Andreas Gozian, Chief Sales Officer at MARINI
Member of the Executive Board at CAS Mittelstand CRM – CAS Software AG
The partnership with MARINI offers our customers and partners new opportunities to integrate any systems quickly and flexibly. We successfully deliver both simple integrations and complex integration requirements (data management, ETL processes, etc.) together with our partner MARINI.
For: C-Level, Management, Business Development
Shorten sales cycles. When quotes from genesisWorld become orders in Business Central directly, media breaks and waiting times are eliminated. You gain speed in sales and can respond faster to market changes. This accelerates cash flow and increases agility.
Create a unified customer view. When all departments access the same data, you avoid errors from duplicate maintenance and contradictory information. Sales, finance, and logistics work in sync, which increases customer satisfaction and reduces complaints.
Increase planning certainty. With real-time data from CRM and ERP, you can reconcile revenue forecasts with actual orders. This improves forecasts, helps with resource planning, and makes your company more predictable.
For: Marketing, Sales, Customer Success, Operations
Before: Sales works blind. Quotes are created in the CRM, but which prices are currently valid is in the ERP. Whether a customer is solvent or has open invoices, sales only learns upon inquiry. After closing, someone has to manually transfer the data into the ERP. After: Prices, inventory, and payment status are directly visible in the CRM. Won deals automatically become orders. Sales can make binding statements and no longer has to enter anything twice.
Before: Back office maintains data twice. New customers are created in the CRM, then someone has to type the address into the ERP. Changes to contact data or contacts must be manually synchronized. This costs time and produces errors. After: Customers and contacts are created once and automatically synchronized. Changes in the CRM land in the ERP and vice versa. This saves hours per week and eliminates typos.
Before: Finance has no idea what sales is doing. Accounting only sees orders when they are manually transferred. Whether a customer is creditworthy or has outstanding debts must be requested by sales via email. This delays processes and causes misunderstandings. After: Finance sees open sales opportunities and can store payment information directly in the CRM. Sales has all financial information at hand without detours through other departments.
Before: Reports are created from Excel lists and copy-paste. Anyone who wants to know how much pipeline was converted into orders has to manually merge data from CRM and ERP. This takes time, is error-prone, and is usually already outdated when the report is finished. After: All data is available in both systems. Reports can be pulled directly from the CRM or ERP, with current numbers and without manual rework.
For: IT, Development, System Architects, Admins
APIs and authentication. Business Central provides OData v4 REST APIs for all standard entities, authentication runs via OAuth 2.0 and Azure AD. CAS genesisWorld offers REST and SOAP web services. MARINI connects both APIs without you having to install anything in the CRM or ERP. On-premises deployments of Business Central or genesisWorld can also be connected.
Field mapping and data model. The object structures in both systems differ: Business Central works with Customers, Vendors, and Items, genesisWorld with Addresses, Contacts, and Sales Opportunities. MARINI maps the fields visually and automatically translates data types. You define once which field goes where, the platform takes care of the rest.
Avoid conflicts and duplicates. When a customer exists in both systems, clear rules are needed: Which system is leading? What happens with simultaneous changes? MARINI offers conflict strategies (e.g., “CRM wins” or “latest change wins”) and duplicate checking according to configurable criteria (name, email, customer number).
Monitoring and error handling. All synchronizations are logged, in case of errors there are alerts via email or webhook. You see in real-time which records were synchronized, which failed, and why. Retry mechanisms ensure that temporary problems (e.g., API timeouts) don’t lead to data loss.
Business-critical data deserves maximum reliability. At MARINI, security isn’t an add-on—it’s our lived standard. Our security architecture at a glance:
This keeps your central data infrastructure stable, protected, and scalable at all times. Together, we’ll find the right integration and tailor it precisely to your requirements.
In Business Central, typically Customers, Vendors, Items, Prices, Sales Quotes, Sales Orders, Invoices, and Inventory are synchronized. In CAS genesisWorld, these are Addresses (companies), Contacts (contact persons), Sales Opportunities, Projects, and Activities. Custom objects in genesisWorld are also supported and can be synchronized like standard objects.
Yes. Business Central is available as a cloud version (SaaS) and as an on-premises installation, CAS genesisWorld is often operated on-prem. MARINI can connect both variants without you having to install anything in the CRM or ERP. The connection is made via the APIs of both systems.
MARINI synchronizes in real-time. Changes in the CRM or ERP are transferred immediately. You can also configure batch synchronizations if you want to synchronize certain data only at fixed times.
MARINI offers configurable conflict strategies: You determine which system wins in case of conflicting data (e.g., “CRM leading” or “latest change wins”). Duplicate checking is done according to criteria such as name, email, or customer number. Duplicates are detected before they arise or merged afterwards.
MARINI is GDPR and revDSG compliant, hosts exclusively in the EU, and uses data centers with ISO 27001 certification. All data is transmitted and stored encrypted. You retain full control over your data, MARINI only stores what is necessary for synchronization.
No. MARINI is a no-code platform with a visual interface. You define via drag & drop which fields are synchronized where. Logs, monitoring, and alerts are integrated. If you need support, MARINI takes over the setup completely or works in a co-creation model with your team.
Data is only the gold of the digital age when it is integrated and consistently translated into decisions. That is exactly what MARINI stands for: we connect data sources, make data actionable, and enable purpose-driven, model-based analytics—fully aligned with the principles of Robotic Selling.
The integration of our marketing automation (Evalanche) and Salesforce via MARINI takes our data quality to a new level and provides the basis for successful account-based marketing.
With MARINI, we use a reliable interface between our existing ERP system and HubSpot. The data exchange works seamlessly and delivers tangible added value in our day-to-day operations. We are particularly impressed by the platform’s clear structure as well as the direct and straightforward communication with the support team.
We support you in integrating Dynamics 365 Business Central and CAS genesisWorld. Personalized. Tailored to your goals.
