Configure intelligence features
Sellers make dozens of judgment calls every day: which lead to call first, which deal to chase, which dormant account to revive. Most come down to instinct. Dynamics 365 Sales intelligence replaces that instinct with data-driven signals, surfaced automatically from data your organization already has.
This unit covers three intelligence features that work together to sharpen your team's judgment: conversational intelligence, predictive scoring, and relationship intelligence. Most are available with Dynamics 365 Sales Premium; basic predictive scoring is available with Sales Enterprise. Check the Dynamics 365 licensing guide for details.
Conversational intelligence
Picture a sales manager trying to coach a team of 15 sellers. They can't sit in on every call, so coaching happens after the fact, based on memory and gut feel. Some sellers improve quickly. Others repeat the same mistakes for months because nobody caught them in time.
Conversational intelligence changes that dynamic. It records and transcribes sales calls, then analyzes each conversation to surface insights: how much the seller talked versus the customer, which keywords and competitors came up, how the call was summarized. It's all attached to the related record in Dynamics 365, so the manager can review calls, spot patterns across the team, and coach based on what actually happened, not what they remember.
Set up conversation intelligence
Configuration is in Sales Hub under Change area > Sales Insights settings > Productivity > Conversation intelligence. Three decisions shape how it works for your organization:
- Call recording storage: Microsoft provides storage by default, with a 90-day retention limit. If your organization needs longer retention, connect your own Azure Blob Storage container during setup.
- Conversation tracking: You must define at least one tracked keyword and one competitor before conversation intelligence can be enabled. These global settings apply to every call across your organization, so choose terms that reflect your real sales conversations.
- Recording scope: Start with a pilot security role rather than enabling recording for everyone at once.
Conversation intelligence works with the Microsoft Teams dialer and supported third-party dialers. Teams calls require valid licenses for Microsoft Teams Phone System and Calling Plan or Direct Routing.
Learn more about setting up conversation intelligence.
Predictive scoring
Not every lead in the pipeline deserves the same attention. Some came in from a high-intent campaign and match your ideal customer profile perfectly. Others signed up for a webinar and didn't engage after. Your sellers know the difference, but when they have 200 leads to work, the important ones get lost in the noise.
Predictive scoring gives every lead and opportunity a numeric score from 0 to 100, based on a machine learning model trained on your own historical data. The model looks at what qualified leads and won deals had in common, then scores your open records accordingly. A seller who sees a lead scored at 87 knows immediately it deserves attention. One scored at 23 can wait.
Data requirements and setup
The model learns from your history, so you need enough of it:
- Lead scoring: At least 40 qualified and 40 disqualified leads, created within the past two years.
- Opportunity scoring: At least 40 won and 40 lost opportunities, created within the past two years.
To enable both, go to Sales settings > Lead + opportunity scoring > Quick setup and select Create and publish for each model. Training takes a few minutes. Once published, score widgets appear on records and in list views. With the sales accelerator enabled, higher-scored records automatically surface at the top of the work list.
With a Sales Enterprise license, you can score up to 1,500 records per month. For higher volumes or advanced configuration (like filtering by business unit or adding custom attributes), use Sales Insights settings > Predictive models.
Learn more about lead and opportunity scoring.
Relationship intelligence
Winning a deal isn't just about the quality of your product; it's about the quality of your relationships. A seller who has been engaging regularly with the right contacts is in a different position from one whose last touchpoint was six months ago. Relationship intelligence makes that difference visible.
Relationship analytics and health
Relationship analytics pulls together email and activity data from Dynamics 365 and Microsoft Exchange to calculate a health score for every contact, lead, opportunity, and account. The score reflects how frequently your team interacts with the customer, how recently, and whether the engagement is two-way. A customer who your team emails regularly but who rarely responds shows a declining health score, an early warning to re-engage before the deal goes cold.
Health scores surface on opportunity forms, list views, and charts so managers can see at a glance which relationships need attention. Detailed KPIs like email frequency, meeting history, and response times are available in the Sales Insights form. To configure relationship analytics, go to Sales Insights settings > Relationship insights > Relationship analytics.
Who knows whom
Every sales rep experiences the challenge of reaching a lead they've never spoken to. A cold email gets ignored. A warm introduction from a mutual colleague changes everything. Who knows whom solves the discovery problem. It surfaces colleagues in your organization who already have a connection to a lead or contact, ranked by how strong that connection is. Sellers can send an introduction request email directly from the record.
There are two tiers:
- Basic: Uses email and meeting data already in Dynamics 365. Available out-of-the-box with no extra setup.
- Enhanced: Draws on Exchange data too, for broader and more accurate suggestions. Requires server-side synchronization and a qualifying Sales Premium license.
To configure who knows whom, go to Sales Insights settings > Relationship insights > Who knows whom and select the email template sellers will use for introduction requests.
Learn more about relationship intelligence and enabling relationship intelligence features.