Runway Safe

April 22, 2026

More industries Customer case Microsoft

Runway Safe improves runway safety by providing expertise and value-added solutions to the aviation industry, with a vision of safe airports for everyone. As aircraft have become heavier and faster, many airports face reduced safety margins on runways and an increased risk of runway overrun. RWS provides aircraft stop systems and data solutions and supports nearly 90 airports worldwide.

The Assignment

Reley’s mission was clear: to quickly integrate Runway Safe into a functional CRM system and then build on that foundation. Within two months, we had laid the foundation together—including the customer structure, central sales registry, and a functional sales process—and then spent the following year developing it into a complete end-to-end workflow, from initial contact to project delivery. We worked closely with RWS, which defined its processes while we designed the technical structures.

The biggest challenges were related to:

Excel as a “database”: multiple versions in circulation, making it difficult to track what has been done and by whom.
No single "source of truth": scattered customer and business information made it time-consuming to find the right context and maintain continuity.
High dependence on individuals: critical knowledge and control are concentrated in the hands of a few individuals—which poses a risk during periods of growth and changes within the team.

The Solution: From Excel-driven sales and quoting to a scalable end-to-end workflow: from initial customer contact to project delivery and after-sales support.

The core = Dynamics 365 Project Operations

The solution integrates commercial activities with project execution into a single workflow. A key component was embedding RWS’s complex Excel-based quotation model directly into the CRM system and transforming it into a structured, user-friendly tool.

The sales and project teams now work within the same process, with clear handoffs and full visibility from the initial needs analysis through to project delivery. All customer, business, and project information is centralized in one place, creating the transparency needed to grow without losing control.

“Getting those complex Excel's into an actual CRM system and making it a configurator from day one was a real highlight. Centralised context is powerful and as AI continues to mature, it is becoming a genuine necessity”<br />
Chris Slack, Runway Safe<br />

The result

The most significant effects were:

Better structure and transparency in our commercial operations (and fewer "where are we?" check-ins).
Faster access to information and context, where customer and sales data are finally consolidated in one place.
The foundation of the cost estimation process has been modernized: reduced reliance on spreadsheets and faster production of preliminary cost estimates (early cost indications).

Summary

With Dynamics 365 Project Operations in place and the complex Excel models integrated into the CRM, Runway Safe achieved a cohesive workflow from initial customer engagement through project delivery and after-sales support. Sales and project teams now work within the same structure, with full visibility into deals and deliveries. The result is a stable and scalable platform that provides a better overview, smoother workflows, and the right conditions for continued international growth.