You can use MXO to trigger the creation of leads in your CRM, for example, based on an outbound marketing email or sales call, you need to be able to create or update an entity in your target CRM. To accomplish this, MXO must be able to make a call to the target system APIs.

Your Data Structure defines the required data parameters for the target API. For example, if you want to create a lead, your structure must define both the name of the service and the exact parameters expected by the target API. If the target API requires three mandatory attributes, your structure must include those three mandatory attributes.

When MXO triggers the call to the CRM, the data for each attribute is evaluated and sent to that system.

Integrating MXO with your CRM to enable lead generation is a four-stage process:

1. Create a Microsoft Dynamics Data Adapter. Ensure the Data Adapter is configured. This allows MXO to push information to the CRM.
2. Create a Push Structure. Specify what customer data is available to the CRM by selecting individual data attributes to include in your Structure.
3. Create a Push Action. Create a push Action to determine when MXO makes a call to the CRM.
4. Publish your Changes. To enable the CRM to use your Structure and Action, you must publish your changes to make them live within your MXO environment.