Manage leads


Updated: November 1, 2016

Applies To: Dynamics Marketing


Microsoft Dynamics Marketing is scheduled to be retired on May 15, 2018. After that date the service will no longer be available. Please plan accordingly. For details, see the blog post Microsoft Dynamics Marketing service will be discontinued, and learn what’s coming next.

In your marketing database or contacts list, you may find that a contact shows sufficient interest in a product or service to warrant creating a lead record linked to that contact. The record lead represents an expressed interest by a contact within a specific marketing context (some contacts might even have several leads associated with them, each for a different context). As the contact interacts with your various marketing initiatives, Microsoft Dynamics Marketing automatically increases its score until it is deemed as sales ready, at which time it will be synced to Microsoft Dynamics 365 (if you are using Dynamics 365) so a salesperson can take over.

Dynamics Marketing provides a comprehensive set of marketing database, opportunity management, and lead management functions to help marketers and sales teams manage leads through their lifecycle, from capture (or collection) to closure.

A lead record contains the following kinds of information:

  • Name of the contact, address, email, and so on.

  • Why the contact should become a lead.

  • Quality or value of the lead.

  • Who the lead was assigned to.

  • What the outcome lead was.

Dynamics Marketing links lead records to contact, company, opportunity, campaign, job, event, media, advertisement, and source code records. This enables Dynamics Marketing to track all the leads related to a contact, company and opportunity and which marketing activity caused them.

A typical lead workflow is as follows:

  1. Contact Collection: Contacts are collected from a variety of sources such as websites, trade shows, in bound calls, email messages, and registration for sales events. The best practice is to collect all contacts in a single unified database. You can also import contacts from other systems. More information: Prepare and import data

  2. Lead Creation: The best practice is to establish a consistent set of criteria for separating promising contacts from less promising ones and creating a lead only after a contact as expressed some level of actual interest.

  3. Scoring and qualification: Dynamics Marketing applies automatic scoring to leads based on contact interaction records. Marketers can create detailed rules for how the score is to be calculated and when it is to be considered sales ready (qualified). More information: Create and manage leads

  4. Sales Rating: Sales Ratings enable users to track the quality of the lead as perceived by the sales rep.

  5. Assignment: Leads are often assigned to a sales rep for follow up. The sales rep contacts the lead contact and attempts to close a sale. A lead may also be added to a list for additional nurturing at this time.

  6. Promotion (moving up) to opportunities: Organizations that sell complex and costly products and services often convert leads into opportunities. This step enables sales organizations to segment and track the leads that are being pursued separately from the rest. The opportunity-management functions of Dynamics Marketing provide additional tools and tracking.

  7. Closure: If the sales rep determines that the lead is not qualified, the lead is closed. The contact information can be retained for use in future marketing campaigns.