Sales Sequences in Dynamics 365
A consistent and efficient sales cycle is crucial to delivering high-quality opportunities and conversions. However, the more a business grows the harder it can be to standardise processes, track priorities and stay on top of tasks.
D365 Sales is a customisable CRM Solution that provides users with a better overview of clients, accounts, prospects, leads, opportunities and more, improving conversion rates, efficiency, and communication.
On top of the standard features available within the solution, there are advanced features that support sales teams at a more complex level. One such feature are sales sequences, available with a sales enterprise and sales premium licence.
This blog will dive deeper into what sales sequences are, interesting features and some examples. If you have any further questions about Dynamics 365 sales sequences, please contact us.
What are Sales Sequences within Dynamics 365?
A sales sequence is a combination of consecutive activities, set by sales teams, that shows the best possible path for a certain action.
Actions can cover anything that businesses count as part of their sales process, such as webinar outreach, lead nurturing, email proposals and more. There are a variety of activities that can be included in these actions; sending follow-up emails, scheduling calls, waiting a set time period, etc.
As a result of the various capabilities, there are many different sequences that can be created. These can be tailored to suit the individual requirements of a business, so that sales teams have a clear process that increases productivity.
Noteworthy Features of Sales Sequences
The tagging option within sales sequences allows users to easily keep track of specific sequences. This is particularly useful for larger businesses that have multiple different sequences to manage.
Connecting sequences to a record
Active sales sequences can be connected to any record, allowing users to easily keep track of their work. Additionally, a full list of records that are attached to a sales sequence can be viewed at a single glance.
It should be noted that only one sales sequence can be attached to a record at a time. However, it is possible to attach and detach different sequences.
Adaptive Sales Sequences
For adaptive sales sequences, certain conditions are set, and the next course of action taken is then dependent on the recipient’s behaviour. If the conditions are met a specific path is taken if the conditions are not met another path will be taken.
For example, a salesperson can send an introductory email, and set different responses within the system depending on the actions the recipient takes. If they open the email, a meeting invitation should be sent. If they don’t open the email, one day of waiting time is added. There are now two paths branching from the original, and depending on configuration, the paths can branch even further.
Adaptive sequences, therefore, enable sales teams to keep all activities regarding one process within a singular system. As a result, it is easier to identify where a recipient is and what the next best step should be.
Automating Sales Sequences
It is possible to leverage Power Automate within Sales Sequences to support the automation of certain actions.
For example, if a new contact is added to a nurture list and tagged in the sales sequence, the system can then automatically send the specified first email.
This reduces the time salespeople spend manually managing elements of the sales process and reduces their workload, allowing them to spend time on other activities.
Sales Sequence Templates
Getting started with sales sequences may seem like a time-consuming process, however, there are various template options available that simplify the creation process. These templates are set around common sales scenarios such as follow-ups for missed meetings, upcoming account renewals, invites to an upcoming event, webinar follow-ups, etc. and they can guide users through the best actions to take.
Users can edit templates and easily adjust them to fit specific business needs. Additionally, sequences can also be created from scratch, if a certain sequence is not accounted for.
Benefits of Sales Sequences
Some of the benefits have been mentioned in the above blog and have been summarised below:
- More standardisation across the sales cycle
- Less time spent on administrative tasks
- More productive sales process, which can result in higher conversion rates
- Easier to stay on top of priorities and tasks
- Understand where in the sales cycle a recipient is at a glance
- An easier onboarding process for new team members as sales paths are clearly defined
New features coming soon to Sales Sequences
Sequence insights: General Availability March 2023
Sequences allow sales managers to enforce best practices by setting a series of stages for their team to follow. With this new feature, a manager can monitor the progress and effectiveness of the overall sequence, and use insights to improve underperforming sequences.
A/B Testing in sequences: General Availability March 2023
Emails are a common way for salespeople to contact current customers and prospects. This new feature allows users to test different emails (subject lines and/or different content) to find the most effective option and optimise for open and response rates
New pipeline view: General Availability April 2023
An improved way for salespeople to manage their pipeline and view opportunities is coming soon, as part of the 2023 Wave 1 Release. Feature highlights include the ability to personalise views, an editable grid and side-panel to update information quickly, the option to add notes & tasks, and a way to see aggregations for pipeline value, number of deals in the pipeline, etc.