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In late 2002, Conceptus, a California-based medical products company, received approval from the U.S. Food and Drug Administration (FDA) to market its Essure product in the United States. Anticipating rapid growth, the company needed to improve its efficiency and streamline the tracking of physician training on the product. In 2003, Conceptus began deploying Microsoft CRM (now part of Microsoft Dynamics), third-party software from the ISS Group and Axonom, and Microsoft CRM Mobile to create a customer relationship management (CRM) system that integrated with its QAD business management software. By 2005, office and mobile employees had access to a wealth of customer data, increasing efficiency and productivity.

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