Score New Leads Using CRM 2011 Dialogs

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Qualifying leads for sales helps prioritize a salesperson's work to align his/her timing with the lead's timing.  In addition, salespeople are prepped for the call by reviewing the qualified questions and answers and can use that information to enhance the initial sales call, rather than sounding like a cold call.

Would you like an easy method for not only qualifying leads but also scoring the value of the lead information?  How about passing only highly scored qualified leads onto sales to maximize their time?

 Dynamics CRM 2011 Dialogs and Workflows do just that.

 Dialogs enable users (telemarketing or customer service) to run through a script of questions to gather more information.  The answers captured during the Dialog session can be captured and used to score the overall value of a new lead.  Based on the total lead score, a workflow can be used to send only the highest scored leads on to sales for follow-up.

 Let’s take a look at how this works:

1.  Create a new Dialog for the Lead Qualification.  Create Variable fields that can be used for accumulating the lead score based on responses to questions.  In this example we’re using a standard BANT questionnaire to qualify budget, authority, need and timing.

Lead Qualification Dialog Initial Screen

2.  Create a new Page for each question to be asked in the Dialog.  Each Page will have a Prompt and Response area.  The Responses can be Drop-down fields or text entry fields.

Dialog Q&A Screen

3.   Based on the response, update the appropriate Variable field to accumulate the overall Lead Score.

Workflow Response for Lead Routing

4. If the Lead Score is higher than “x”, assign to a sales rep and notify them via email.

Workflow - Lead Routing Based on Score

Any leads falling below a certain value would stay in their lead status so that marketing could easily identify them for follow-up marketing activities, continuing to nurture them until fully qualified.


Based on the above example, I hope that you can see the usefulness of dialogs to qualify leads.   If you have any questions about how you might use dialogs to help you get a better picture of your leads, please give us a call.  As a Microsoft Dynamics CRM Certified Gold Partner we have helped over 100 customers successfully implement CRM and CRM enhancements for their organizations.   You can read about their CRM customer success stories on our website.


By Ledgeview Partners – Wisconsin based Microsoft Dynamics CRM Partner serving the Midwest and Heartland regions

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