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Integrating Sitefinity CMS with Microsoft Dynamics CRM

by Steve Webb
Sitefinity is a powerful content management platform that empowers website editors with easy to use tools for creating and manipulating website content. Sitefinity also provides a very mature API for developers to interact with as well as a host of Visual Studio integrated tools which make common custom development tasks a simplified process. Using these tools has developed a solution that integrates Sitefinity with Microsoft Dynamics CRM.

Aero Auctions provides auction services for everything from motorcycles to RVs. With having live auctions, with hundreds of vehicles, several times a month they needed a way to track consignment, purchase, commission and other essential information, enter Dynamics CRM. With Microsoft Dynamics CRM managing the business aspects of each auction and the relationships they have with their clients, vendors and consignors, Sitefinity is responsible for advertising and displaying the auction items to the public.

The solution uses Sitefinity’s dynamic modules, scheduled tasks and custom REST services. The primary point where data is entered is through Dynamics CRM. As a new auction is entered, users can choose when to submit the auction data to Sitefinity. The only data submitted, at this point, is the unique primary key from the Dynamics CRM system. The key is submitted via a REST service residing on the Sitefinity site, it is stored in a Sitefinity dynamic module used as a processing queue. The processing queue is the most important element of the solution as it ensures control over how much data and which systems are accessed at what frequency. Once the key is stored in the processing queue, at a specified interval, a scheduled task runs that will take the next item in line in the queue and process the item.

Item processing involves the use of the Dynamics CRM API to access the auction data within CRM, retrieving the information and inserting a content item into a dynamic auction module within Sitefinity. This auction is then automatically published within Sitefinity resulting in it being displayed on the live site for the general public.

Other aspects of the solution include the submission of auction item data and the associated images for each item. With a similar process as the auction data, auction item keys are sent to Sitefinity, queued and then processed in turn. As users of Dynamics CRM upload images for each item in their business system those images, or rather their unique keys, are also sent to Sitefinity to be uploaded to Sitefinity’s image libraries in a controlled manner through the queue.

With the flexibility of Sitefinity’s dynamic modules and the manageability of business data within Dynamics CRM and Sitefinity, integrations between the two systems provide a feasible and efficient way to provide a single point of entry for business data and have it pushed out to potential customers in a controlled, manageable format.

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About the Author

Steve Webb is Senior Solution Architect at Steve has been a member of the team for over 14 years. He is a Microsoft Certified Technology Specialist in Dynamics CRM as well as a certified Sitefinity developer. Steve’s roots as a developer, his keen business acumen, and his ability to visualize solutions are key elements in his role as Senior Solution Architect at Steve has been leading project teams in the creation of Dynamic CRM solutions for six years and has been leading project teams in the creation of Sitefinity solutions for eight years.


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  1. Ric W Jun 27, 2014
    Images in CRM 2011 seem to cause a lot of problems, for starters, there is no 'out of the box' capability to upload images.  How did accomplish getting the images into CRM to begin with?
  2. Rehan Dec 08, 2016


    Not sure how Pavliks are managing this, however we have an similar solution called Synx, which is purely designed for connection between Sitefinity & MS Dynamics. We do map to Dynamics during setup to create a custom image provider. Currently you can display the images directly from Dynamics via the Grid display widget.

    We are looking to make improvements to Synx, allowing you to access chosen entity images directly from standard sitefinity widgets. This should be available early 2017. Keep an eye out or review Synx on

  3. Steve Webb Jun 22, 2017 is a 4x Gold Certified Microsoft Partner and has a team of over 50 Dynamics CRM/365 professionals and developers. We have been developing custom technology solutions to solve complex business problems for over 20 years and, more specifically, creating robust Microsoft CRM solutions for our customers for over 10 years starting with CRM 1.0. We are also a Sitefinity Platinum partner and have been since the inception of the Sitefinity Partner Program. We have developed hundreds of sites on the Sitefinity platform from version 3.0 and onward.

    With our experience with both Dynamics CRM and Sitefinity it enables our team to create some pretty creative integrations and tools to provide our customers with the very best solution for solving their complex business needs. One of those tools being The Portal Connector which allows business users to quickly and easily build engaging portals while providing a full integration with Dynamics CRM/365.

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