Apps for Intelligent Sales & Marketing in Dynamics 365 | Essentials for IT
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Apps for Intelligent Sales & Marketing in Dynamics 365 | Essentials for IT

March 9, 2020


(low whooshing) (low clanking) (calm music) – Welcome to Dynamics
365 Essentials for IT. Today, I’ll walk you
through the core components in Dynamics 365 that
enable an intelligent sales and marketing approach
for your organization, and I’ll address the key
considerations for you in IT. You might be used to siloed role and function-specific CRM
solutions that force users to navigate multiple
disconnected sales, marketing, and related apps and services. Today, Dynamics 365 solves
for this with modular and connected sales and marketing SaaS applications within Dynamics 365 that deliver a unified
platform, built on Azure and natively connected to Microsoft 365, to allow your users to access
sales and marketing data and capabilities, as
dedicated app experiences or within their day-to-day
productivity apps. Dynamics 365 Sales and Marketing apps are natively integrated and intelligent, and when used together,
automate the process of identifying, nurturing, and transforming customer
prospects into relationships, so that your sales and marketing teams can craft more personalized
buyer experiences. This is enhanced further with the addition of Dynamics 365 Sales Insights and Dynamics 365 Customer Insights, which help you to build an
intelligent 360-degree view across your customers by integrating relevant data sitting in other apps and databases across varying
aspects of your business, and extracting valuable hidden insights that can grow relationships and revenue. In fact, these Insights
apps can also be used with your existing sales and marketing solutions if you have them. But as I’ll show you, there
are a number of advantages to deploying them together
within Dynamics 365. As part of Dynamics 365, they
benefit from Azure’s network and compute backbone to
speed up time to insights, leveraging bandwidth
connections between services in the Microsoft Cloud to
help quickly reason over complex data architectures
and derive insights using AI. Additionally, native integration with the Microsoft Power
Platform allows both IT and even non-technical users
to automate everyday processes, build new custom experiences, and more, all of which address a number of IT challenges that may be in your way. Let me explain. We all know that information
is core to any organization. Of course, IT is central to
driving the most impactful and transformational changes
evolving how people work. This is especially true
for how your users interact with their customers and partners. The increasing number of
tools used for communication, spanning email, chat,
social, telephony, online and in-person meetings,
really make it a challenge to have a single and contextual view of your customers, know who in your organization
is interacting with them, and efficiently determine
the next best action. This is because the data to
do all of this is typically spread across different databases, services, and even stores. Understanding the relationships
between data repos can be challenging, let
alone programmatically tying it all altogether. Also, once you do bring the
data together into a schema, it needs to scale and allow even non-technical users to build their own queries and insights, so that you or your IT and data analyst teams aren’t inundated with query, analysis,
and reporting requests. To solve for this, Dynamics 365 provides a solid solution foundation. In our first Dynamics 365 Essentials, I explained the shared
underlying data service and model in Dynamics 365,
called the Common Data Service and Common Data Model as part
of Microsoft’s Power Platform. If you missed that, check
out aka.ms/D365Essentials. This unified or common data
architecture is important because it makes a holistic view possible across data entities and sources. Now, if you’re thinking, I
already have a central store set up for contact information and capturing interactions
in my on-prem CRM solution, while that’s a good starting point, as I’ll show you, it only gets you so far. Okay, so I’ve started
to explain our approach for intelligent sales and
marketing, as well as how this removes many of the
common pain points for IT, but back to the topic of
why you may want to use the key components together. If you’re new to Dynamics 365 and its modular set of applications, let’s now walk through the sales and marketing modules themselves, along with the insights apps
to demonstrate how together they give you a connected
intelligent sales and marketing foundation. Starting with Dynamics 365
Sales, it’s designed to help sellers keep track of
accounts and contacts, and manage the end-to-end sales
process from lead to order. The end-user experience is
delivered through the Sales Hub, which is a web app like other
Dynamics 365 experiences, and uses responsive design, optimized for both
desktop and mobile users. It’s also worth noting, that for mobile, there is a unified
Dynamics 365 for phones app that brings everything,
including the Sales Hub, into an integrated and secure experience, so in most cases, it’s just one mobile app for you or others on your IT team to deploy,
containing the breadth of Dynamics 365 experiences. Also, Dynamics 365 Sales is
designed for both sellers and their managers, with
customer management capabilities for adding, viewing, or making
edits to records, as well as access to all previous activities
and future opportunities. Team management analytics and dashboards are available
for sales managers. And there are in-context
Office 365 app experiences, like the ability to
export Excel spreadsheets for custom reporting. And to validate leads and prospects we give you native
integration with LinkedIn. Dynamics 365 Sales also feeds
into marketing activities to help create customer and prospect lists for
campaigns or events. Speaking of which, Dynamics 365 Marketing brings marketing automation that helps turn prospects into
business relationships. With Dynamics 365 Marketing, you can manage end-to-end marketing and engagement campaigns from one place, allowing your marketing
teams to create automated, multichannel campaigns
with personalized emails, followup activities, workflows, and more. You can also securely share
information about leads and contacts, as well as
organize and promote events, and keep all the information
about your event venues, logistics, presentations, speakers, and sponsors, again, all in one place. Then finally, with dashboards and reports you can track the performance of your marketing initiatives. With sales and marketing
applications running at the core, you’re now collecting
data from your customers and corresponding activities. And within this data, trends and patterns begin to
form, allowing you to go to the next level by applying
AI and deriving insights. In fact, our Sales Insights and Customer Insights capabilities,
as I mentioned before, connect data from other related and relevant data
sources, so let’s dig in. First, Dynamics 365 Sales
Insights starts with services included as part of Dynamics 365 Sales. Our sales assistant parses activity logs to generate actionable recommendations. Email engagement helps create
more effective email messages by tracking if email has
been read or interacted with. This then gets better
with advanced capabilities that are exclusive to
the Sales Insights app. First, the Assistant Studio allows you to create custom insights, for example, if you want sellers to focus on specific offers or closing deadlines. And you can further tailor the assistant experience
using Power Automate. Relationship analytics then
helps gather information from Dynamics 365 Sales for
key performance indicators and activity history, all
displayed graphically. Predictive lead and
opportunity scoring uses AI to provide scores
highlighting qualified leads and opportunities, to
optimize time to revenue. Notes analysis monitors notes
that you enter in Sales Hub as you interact with customers to provide actionable recommendations. For example, a note about
scheduling a meeting will automatically launch an
action card that helps create the meeting in your calendar in seconds. AI can also extract
conversation starter topics automatically based on
previous interactions, and by using the Microsoft
Graph, it can help you find peers in your organization who may already know a prospective buyer, so they
can help make introductions. And finally, the Dynamics 365
assistant for Microsoft Teams uses the Dynamics 365 bot and deep integration with Teams to surface timely insights
that your teams can act on. Sales Insights operates primarily against existing contact
data and sales activities and connected services, like Office 365 and the Microsoft Graph, that are natively integrated
with Dynamics 365 Sales. The output is then tailored
to sales professionals and their managers. In fact, Dynamics 365 Customer Insights then moves further outside
the boundaries of sales and pre-connected services
to connect with data and services outside the Microsoft Cloud to build comprehensive
views of your customers, so let’s take a look. In the customer pages, you
get a consolidated view of your customers, whether
they’re individuals or organizations, based on profile data gathered from all connected
apps and services. Segment pages show your
grouping of customers based on demographic,
transactional, behavioral, and other custom attributes. You can use segmentation to target promotional campaigns, sales activities, and customer support actions
to achieve your business goals. Measures pages show KPIs tailored to your organization or business needs. You can build different types of measures, using a query-builder
that doesn’t require you to manually code or
validate your measures, all from one central place. So now, back to the
question of what it takes to get your intelligent sales and marketing experience up
and running with Dynamics 365. As an administrator or analyst,
you can choose from hundreds of pre-built connectors or
build your own custom connectors to set up Dynamics 365 Customer Insights. Secure OAuth flows are
used for authentication and token-based authorization
without using or exposing stored credentials to
users or third parties. Connectors pull in both internal and external data sources,
whether it’s activity logs from authenticated web traffic, other Dynamics 365 databases, external databases from Oracle, Teradata, and Redshift, just to name a few, as well as common online
SaaS applications, spanning CRM, ERP, and more. You can also connect to generic file types and data sources, like
CSV files among others. As you connect to
different data providers, built-in AI automatically maps data fields and columns across tables and databases, and AI logic aligns the
format of common fields, like names, addresses, numbers, and dates, to a unified schema represented by the common data model. After the mapping is
complete, the built-in AI then derives relationships
to match data between tables, wherever possible, generating keys, which can be direct key
pairs like an account ID or fuzzy logic, like name strings
or even telephone numbers. As an analyst, you can validate
or edit the derived keys that are found or create your own keys. After mapping data sources and matching the relational
models, you can merge data, where you rank the most accurate
data source for any field, so it’s ready and consistent
for business analysts, and, of course, everything
stays up-to-date as changes or additions are
made to underlying datasets. Here, you can also provide granular, role-based permissions to users and groups for viewer, contributor,
and administrator roles. Once you’re finished, the
data is securely available for less-technical business
analysts to create segments and KPIs, as well as deeply analyze them, so they don’t need to know
SQL or other query languages, making it self-service for them
while reducing query queues that you might otherwise need to manage as a data engineer or
technical data analyst. Finally, once you build out your integrated customer views, segments, and measures, the collected
insights then feed back into the Sales Hub app so
that individual business users also get comprehensive views
of their individual customers, allowing them to deliver
more personalized experiences and have the insights they
need to work effectively and prioritize their time. So that was a quick overview
of the core components in Dynamics 365 that together
enable an intelligent sales and marketing approach for
your organization by infusing AI-enriched insights across
relevant data sources, giving you a true 360-degree
view of your customers. Please keep checking back to
our Dynamics 365 Essentials for IT series to learn more
about adopting specific Dynamics 365 applications and services within your organization and for a deeper dive
on the Power Platform. And if you need more help
onboarding your organization to Dynamics 365, our FastTrack services are offered free to qualifying customers. Thank you for watching. (calm music) (low whooshing) (low clanking)

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