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Microsoft Dynamics CRM Lead Management

Lead management with Microsoft Dynamics 365

The tasks of a marketing and sales employee include identifying potential customers and classifying their value. Microsoft summarizes this area of responsibility under the term lead management. With Microsoft Dynamics CRM Lead Management, so-called "leads" (potential customers) can be recorded in the system. The "lead" form contains information about the potential customer, i.e. contact information, company information, details of the information source (e.g. Internet, homepage, trade fair, campaign, etc.), as well as criteria that can be used to measure the value of the contact/company as a potential customer, such as the budget. In addition, the form contains an overview of all interactions between employees and the potential customer. Each employee can see within the lead form which employee has contacted this potential customer with which medium (e.g. telephone, e-mail) for which reason (e.g. to inform about products) and with which content (e.g. brochure).

This so-called "interaction area" of the form also contains notes that can be created by employees and can contain information on the potential customer's preferences, for example. Posts made by customers or employees in social networks can also be documented in this area of the form. The "Lead" form also contains information on stakeholders and competitors who are also courting the favor of this contact/ Company . Dynamics CRM Lead Management also offers the option of defining qualification rules. These determine whether a lead is classified as "hot", "warm" or "cold" and whether certain actions must be carried out by employees. For example, the status "hot", which indicates that the lead's needs and budget match the products and prices offered by the company, could signal to the employee that they should submit an offer to the contact. These recommendations for action are displayed at the top of the form. Finally, there is a tab at the top of the form that shows the qualification process with the individual process steps. A flag symbol indicates which process step has been reached. This serves as an orientation for the employee regarding the steps that need to be taken next.

Up-selling, cross-selling

Qualification in Dynamics CRM Lead Management

The qualification process consists of four process steps: "Qualify", "Develop", "Propose" and "close". In the first process step, information about the potential customer and criteria that play a role in their qualification are documented. In the next process step, additional information, such as information on relevant competitors or stakeholders, is entered. In order to determine whether the customer is interested in purchasing a product, an offer is submitted to the customer in a further step. The lead's reaction to the offer determines the final process step. Here the qualification process is closed and you now have the option of qualifying, disqualifying or deleting the contact, although the latter is not recommended as the data on the lead will then be lost. If you are convinced that the potential customer is interested in the organization's products or services, you need to qualify them. By qualifying the lead as part of Dynamics CRM lead management, the "Opportunity" form is automatically opened and the "Contact" and "Account" entities (Company) are created. Whether this sales opportunity leads to the purchase of products is decided in a further validation process.

With Microsoft Dynamics CRM Lead Management, emails can be converted into leads, whereby the contact information contained in the email (e.g. contact information) is automatically transferred to the lead form. This saves you the tedious task of typing in the contact information. In summary, all the above functions help to make the qualification process more efficient by providing the employee with all the information required for qualification in a user-friendly overview. Qualification rules, the process tab and the option of converting e-mails into leads are further useful aids for the employee.

Increase staff productivity with the Microsoft Dynamics CRM. Click here and learn how you can not only help employees to better identify potential customers, but also how to make organisational processes more efficient, identify opportunities and derive marketable strategies.

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