Smarter Selling with Predictive Lead Scoring in Dynamics 365 Sales
Which lead should your team call first? Let AI and your historic data decide for you. Predictive lead scoring is an AI-driven feature in the Dynamics 365 Sales app that can help your sales team prioritize their funnel.
What Is Predictive Lead Scoring?
At its core, predictive lead scoring is an AI-driven system that evaluates each lead’s likelihood of converting into an opportunity. It uses an AI model that evaluates historical data inside of your CRM system to generate scores from 0 to 100 for all the leads in your pipeline. This feature is built-in and separate from Copilot. An administrator can view and modify the top influencing factors by customizing the model used to score the leads; complete instructions can be found here.
The model will grow and learn with time too; this isn’t a rule-based system. The model is dynamic and will continue to evolve with new data collected. Your scoring system will remain relevant and accurate over time (as long as your data remains clean and current, and the proper columns are selected to power the model).
Before implementing this feature, it is important to understand the requirements for using and configuring it.
Requirements to Use Predictive Lead Scoring
There are a few prerequisites before you can get started with this feature.
- Advanced Sales Insights features must be enabled.
- You need to have at least 40 qualified and 40 disqualified leads created in the past 3 months before you can create a model.
- This feature is only included in Dynamics 365 Sales Premium & Enterprise licenses.
How to Set it Up
Getting started is simple:
- Navigate to Sales Insights settings.
- In the list under Sales Insights settings, Click Set Up next to Predictive Lead Scoring.
- Review & customize the attributes being used (job title, country, source campaign, etc).
- Monitor model quality and refresh as needed.
Making the Most of Your Scores
Once you have those lead scores, it’s time to use them throughout Dynamics 365 Sales. Here are some of the things you can use them for:
- Sort and filter leads based on score directly in views
- Highlight top-scoring leads in dashboards
- Use Power Automate to trigger workflows (assign high-scoring leads to top sellers, send nurture emails for low scorers, etc)
- Embed scores into seller KPIs and reports
The Bottom Line
Predictive lead scoring in Dynamics 365 Sales helps you focus your time and resources where they’ll make the biggest impact. With AI-generated scores, clear explanations, and seamless integration into your sales workflow, you’ll close more deals with less guesswork.
If you haven’t tried it yet, now’s the time to explore what predictive scoring can do for your team. Check out the official Microsoft documentation on everything here.
