Mastering Microsoft Dynamics 365 Customer Engagement - Second Edition

4 (4 reviews total)
By Deepesh Somani
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  1. Working with Sales

About this book

Microsoft Dynamics 365 is an all-in-one business management solution that's easy to use and adapt. It helps you connect your finances, sales, service, and operations to streamline business processes, improve customer interactions, and enable growth. This book gives you all the information you need to become an expert in MS Dynamics 365.

This book starts with a brief overview of the functional features of Dynamics 365. You will learn how to create Word and Excel templates using CRM data to enable customized data analysis for your organization. This book helps you understand how to use Dynamics 365 as an XRM Framework, gain a deep understanding of client-side scripting in Dynamics 365, and create client-side applications using JavaScript and the Web API.

In addition to this, you will discover how to customize Dynamics 365, and quickly move on to grasp the app structure, which helps you customize Dynamics 365 better. You will also learn how Dynamics 365 can be seamlessly embedded into various productivity tools to customize them for machine learning and contextual guidance.

By the end of this book, you will have mastered utilizing Dynamics 365 features through real-world scenarios.

Publication date:
February 2019


Chapter 1. Working with Sales

The main purpose of the Dynamics 365 Sales module is to support the typical sales cycle followed in any organization. It automates the entire process, starting with the acquisition of a new lead, until its logical conclusion, in the form of either a lost or won opportunity.

The Sales module in Dynamics 365 helps organizations provide effective selling capabilities. It helps the organization track sales activities and see its Sales pipeline.

Some examples of sales activities are as follows:

  • Creating a lead for potential sales in an organization
  • Adding notes and activities to the lead while trying to sell a product or service to the customer
  • Qualifying a lead to opportunity
  • Generating quotations and orders
  • Capturing competitor information

The stages of the sales process

A typical sales process consists of the following stages:

  • Lead-generation: This involves generating potential customers who may be interested in the products that the organization has to offer. Leads may be generated via different means. They could either be generated by the CRM Marketing process or by activities such as phone calls, emails, appointments, and so on.
  • Qualifying leads: After the leads are captured, each lead needs to be evaluated to understand their requirements in detail and the related products or services that the organization has to offer. Based upon the interaction with the lead, the lead may be converted into a viable opportunity.
  • Demonstrate value: After an opportunity has been identified, the next step is to identify the resources and the personnel that will pursue the lead prospect. They will try to capture different information, such as the main customer contact details, requirements, and the list of competitors. They may also do a SWOT analysis to compare their product with that of their competitors.
  • Quote creation/negotiation: Finally, after proper calibration, the organization may share a quote with the client. A quote basically consists of the product information and the associated price, along with other major information. The client may ask for some negotiation, and accept or reject the quote.
  • Closing out the quote: When the client finally accepts the quote, the organization issues an invoice to the client. An invoice is a formal contract consisting of product information, associated cost, and support details. It should be on the same lines as that of the quote. The buyer must then sign the contract and pay the organization as agreed in the contract. At this stage, the lead is identified as a won opportunity.
  • Supporting the customer: After the lead is converted to a won opportunity, the organization must manage the customer as per the agreement details in the contract. If the customer requires any support, the organization creates service requests either at the client's onsite location or via a call.

Entities in Dynamics 365

Dynamics 365 provides revenue management and goal management processes, which can be easily customized to suit the business process of an organization. The following are the entities provided by Dynamics 365:

  • Leads,Contact, andAccount: These entities are already listed as a part of the Marketing module. They represent the same business actors in the Sales module and in the Marketing module.
  • Opportunities: This represents an interaction with a lead that may be converted into a revenue-generating avenue for the organization.
  • Competitors: These represent third-party organizations that are competing with the organization for the services required by the customer.
  • Product: This may represent a resource, service, or item offered by the organization for the services of the client.
  • Product unit: This represents the possible unit of groups in which the product is available.
  • Price list: This identifies the price that the organization charges the client for its products. Dynamics 365 allows us to configure different prices for different regions/countries.
  • Currency: Each price list is associated with the currency of the underlying region/country.
  • Quotes: Dynamics CRM captures the list of product line items, which the company offer to the client as a quote. Along with the product information, it also captures the contact details of the prime contact, shipping information, and discount, if any.
  • Invoices: As in the general sales cycle, when the customer accepts the terms and conditions mentioned in the quote, the quote is converted into an invoice. Dynamics CRM captures the same information as that of the quote; however, it just acts as a formal contract between the organization and the customer.
  • Goals: Dynamics 365 allows the organization to capture preset targets in terms of won opportunities, revenue generated, and so on, which a sales representative should strive to adhere to.

The following is a sequence diagram explaining the interaction involved in the Sales life cycle within Dynamics 365:


Case studies

In the following section, we will go through case studies to understand the Sales module of Dynamics 365.

Scenario 1

Acme Ltd. utilizes Dynamics 365's out-of-the-box Sales module capabilities to capture leads from across three global sales offices and process them through lead qualification and the opportunity management life cycle.

The following are the three global offices:

  • New York head office, USA
  • London sales office, UK, for Europe
  • Mumbai sales office, India, for Asia

The requirements of Acme Ltd. are as follows:

  • Central reporting of opportunity management at the New York head office
  • Lead-capturing and qualification based on the location
  • Opportunity management

The following steps explain the process adopted by Acme Ltd. for capturing leads, filling in the required information in the lead records, and then qualifying a lead to generate opportunities and closing them as won or lost:

  1. Click on the chevron or arrow to the right of the Dynamics 365 text to display the navigation menu. Click on the Sales CRM module:
  1. Next, click on Sales in the top-left corner, and then click on the Leads entity under Sales:
  1. The browser will be directed to the My Open Leads view on the Leads entity. Click New in the top-left corner to launch the New Leadform:
  1. The required fields, Topic, and Name, with the red asterisk showcase fields that need to be entered before the user can save the record:
  1. Add details regarding the lead contact and company, and set the Lead Source in the header section in the top-right corner of the form:
  1. These steps are outlined in the Qualify stage of the Lead to Opportunity Sales Process business process flow. Existing Contact? and Existing Account? do not apply, as this lead relates to a new contact and a new account. Fill out the remaining fields as appropriate and click QUALIFY:


  1. To move the lead to the OPPORTUNITY stage, select the Qualify option from the command bar. Note that when a lead is qualified, an OPPORTUNITY record is created and the Lead to Opportunity Sales Process business process flow moves to the Develop stage:
  1. In addition, a new CONTACT record is created and populated with the data that was entered in the Lead Contact and Company sections:

The lead record will now be set to read-only.

  1. Navigate back to the opportunity record (by choosing the Develop stage); enter a value for the Est.Close Date and the Est. Revenue in the header section in the top-right corner of the form:
  1. Optionally, the users of Acme Ltd. may complete the fields in the Develop (Active) stage of the Lead to Opportunity business process flow. They may enter a description for the Customer Need and the Proposed Solution. Mark the Identify Stakeholders as complete (note that the contact for the opportunity has been automatically set as the stakeholder for this opportunity):
  1. Optionally, users may complete the other fields in the Develop (Active) stage. To complete the other fields, such as Identify Competitors, it is necessary to create a new Competitor record.
  • The completion of this data enables the reporting process to track closed opportunities that were lost to the competitor. Scroll down to the competitor sub-grid on the Opportunity form and click on the + icon. Then, click on the lookup icon, and, finally, click on the + option to add a new COMPETITORS record:
  1. This will launch the Quick Create form for the Competitor entity on the top of the screen. Fill out the required fields and click Save:
  1. The COMPETITORS record is added to Opportunity. Mark Identify Competitors on the process bar as complete and click the Next Stage link:
  1. The Opportunity record now moves to the Propose stage. Complete the actions in the current stage, and complete the required fields for the Propose stage:
  1. The opportunity is closed, dependent on the outcome of the sales activity. Opportunities can be closed as won or lost from the command bar.



  • In this case, the opportunity was lost by Acme Ltd. to Bluebell XX Ltd., so select CLOSE AS LOST from the command bar:
  1. The opportunity is now marked as lost and set to read-only:

The preceding scenario explains the sale's life cycle, from leads to opportunity, in a case where Acme Ltd. lost the opportunity.

Scenario 2

Peter leads the sales team at Contoso, and wishes to go through the goals set for each of the sales members and understand how they are performing against the goals that have been set for them:

  1. Create Goals for each of the team members:
  1. In Dynamics 365, we can define goals for each of the sales members. To define goals, navigate to Sales|Goals.

  2. To create goals, we first need to define the Goal Metrics. Goal Metrics indicate the criteria against which the goals are being set. Out-of-the-box, we can configure Goal Metrics on three points:
    • Number of product units
    • Revenue earned
    • Number of cases



Check out the followingscreenshotfor a better understanding:

We will just go through one example of Revenue to see how it works:

  • The metrics could be of two types: Count and Amount. Count can be used in metric types, such as the number of cases resolved or the number of product units sold, where we are interested in the actual number of items rather than the value of one of their attributes.

  • The Rollup Fields grid defines the collection of variables that are used in the calculation of the actual and in-progress fields. In the preceding example of the Revenue metric, we used the summation of the actual earned revenue in won opportunities as the actual earned revenue, and we used the summation of the estimated revenue in the in-progress opportunities as the in-progress estimated revenue field.

  • The following screenshot shows the roll-up query of the actual revenue:

  1. After Goal Metrics have been defined for each Sales Member, we will go ahead and define the goal:
  • To create a new goal, click the New button. It should open up a form for entering the goal details:

  • The following are some of the important details for the goals:

    • Name: This is the name of the goal
    • Parent Goal: This should be filled in if there are some parent goals or a goal containing this goal as a child goal
    • Goal Metric: This is the metric used for creating the goal
    • Goal Owner: This field should contain the sales member responsible for the goal
    • Manager: This field should contain the name of the manager of the sales member to whom this goal will be rolled up
    • Fiscal Period: This is the period for which the goal is defined
    • Fiscal Year: This is the year for which the goal is defined
    • From: This is the date from which the goal is defined
    • To: This is the date to which the goal is defined
    • Target: This is the target defined in the goal; for the sake of this example, since we are using Goal Metric as Revenue, the target revenue will be added

This way, we can configure the goals for each of the users. In the previous step, we used Goal Metricas theRevenue. Therefore, when the sales manager closes anyOpportunityas won, the actual revenue defined in the opportunity will be added to the target that the sales member has already achieved.

Let's now talk about the Sales Activity Dashboard. Dynamics 365 provides an out-of-the-box sales member dashboard, which provides several insights to the sales manager as to how the member has performed so far. To find theSales Activitydashboard, navigate toSales|Dashboards|Sales Activity Dashboard. The following is a screenshot of the dashboard:



  • My Open Opportunities: This is a quarter-based performance of the sales manager against the goals that have been set up. As you can see in the following screenshots, the orange bar represents the revenue of opportunities that are in progress, and the blue bar represents the revenue of the won opportunities:
  • Leads By Source: This represents the source of the open leads in the system:
  • Opportunities Pipeline by Sales Stage: Out of the box, a Dynamics 365 opportunity can be in one of the following stages: Qualify, Propose, Develop, and Close. This chart shows the distribution of revenue present in these open opportunities in the stage category.
  • Top Opportunities: This is a view of all the top opportunities present in the system:
  • My Activities: This is a list of all the activities owned by the user:
    • Sales Dashboard: As in a real-life scenario, all of the sales-related entities will be owned by the sales manager team and need to be visible to the sales manager. Dynamics 365 also provides a similar feature in which the sales entities owned by each user are visible to their manager. Once a sales manager logs into the system, they can navigate to Sales | Dashboard | SalesDashboard to understand how their team is performing. The following screenshot shows the dashboard, along with a summary of what the view represents:
    • Sales Pipeline: This chart provides a distribution of the revenue present in the open opportunities, in terms of their stage category.
    • Top Opportunities: These are the top open opportunities, in terms of their revenue:
  • My Active Account: These are all the active accounts of Sales users:

Scenario 3

Acme Ltd. has been using Excel files to manage its sales contacts, and it now wishes to import its contacts (essential fields) into Dynamics 365 in one go. Dynamics 365 provides out-of-the-box data import files for this purpose:

  1. The following is the Excel file that the Acme Ltd. sales team wants to import into its Dynamics 365 contacts:
  • The essential fields that Acme Ltd. wants to initially import are as follows:
    • First Name: This is the first name of the contact
    • Last Name: This is the last name of the contact
    • Company: This is the company to which the contact belongs
    • Email: This is the email for communicating with the contact
    • Address 1: City: This is the city where the contact is based
    • Address1: Region: This is the country where the contact is based
  1. Once the import file is ready, the next step is to start the import process. Navigate to Sales | Contacts:
  • The user has now navigated to the Contacts grid in Dynamics 365. There are a lot of buttons available on top of the ribbon, one of which is the Import Data button. Click on it to start the import process:
  1. Mention the location of the file in the first step:


Only the following file formats are supported: XML Spreadsheet 2003 (.xml), .csv, .txt, .xlsx, and .zip.

  • In the next step, the review summary is presented by Dynamics 365. Review the details and click Next to continue the import process:


  1. Expanding Delimiter Settings will give you options to change the delimiter used in your import file:
  • If you do not have Field delimiter or Data delimiter, you can keep the default settings and continue with the import process.
  1. The next step involves the selection of a data map for your import process. The data map is a mapping between the file to be imported and the field name in Dynamics 365. Data maps can be saved for use later. For the current import, select the default option (automatic mapping) and continue the import process by clicking Next:
  1. If Dynamics 365 is not able to map the entity type, the user needs to map the field type and click on Next:
  • The data fields need to be mapped to the entity field types in Dynamics 365. Fields that are not mapped by the system need to be mapped by the user. One of the fields that needs to be mapped is Account Lookup, as follows:
  • Once all of the fields are mapped, the screen will look as follows:
  • Click on Next to continue the data import process.
  1. There will be the Review Data summary screen, which can be accessed by clicking Next. Following the Review Data summary will be the screen for Reviewing Settings and Import Data:


If you wish to use the data map again for future imports, the Data Map Name (optional) field needs to be filled out here. This will avoid the need to map the entity and fields on every import.

  1. Click on Submit to submit the data for importing. The data is submitted for import, and you will be presented with a screen to check the status of your data import:
  1. Click on Imports to check the details of your data import:
  • All three contacts have now been imported.
  1. Navigate to the contacts grid in Dynamics 365; you will be able to locate all of the imported contacts:

The preceding scenario explains the process for three contacts. In a real-world scenario, there will be a number of contacts to be imported, perhaps hundreds or thousands, where the data-import feature should be used.



In this chapter, you learned about the Sales module of Dynamics 365, the entities involved in the Sales module, and the Sales life cycle in Dynamics 365. We also looked at some case studies for the Sales module in Dynamics 365.

In the next chapter, we will cover the Service module of Dynamics 365 and the entities involved in it. We will also look at some case studies for the Service module.

About the Author

  • Deepesh Somani

    Deepesh Somani is a Microsoft Dynamics CRM architect/practice lead at Dynamisity and a corporate trainer. He has been a Microsoft MVP awardee since 2015 and was recognized as one of the top 50 CRM bloggers in 2019 by Feedspot. He has developed 14 free tools with 7,000 downloads and a Learning Dynamics CRM app with 1,500 downloads and 4.4 rating on the Play Store. He is experienced in working in different domains with teams from many countries and multinational companies and has authored two other Packt books.

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Latest Reviews

(4 reviews total)
I like the promotions. Haha.
Excellent book thank you Deepesh.
Auch bei langer Erfahrung immer wieder eine neue Information zu finden...

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