Microsoft Dynamics 365 Scoring Models

This blog post is based on a short demo that we recently did featuring Microsoft Dynamics 365 Marketing Scoring Models.

If you’d like to follow along and watch as you read, you can tune in here.


Inside of Microsoft Dynamics 365 Marketing, in the “Lead Management” area on your left-hand side toolbar, navigate to “Scoring Models“.

For this demo, our specialist created a sample lead score to properly show you how the technology works.

When we click on the lead score, we see a very simple layout.

Microsoft Dynamics 365 Marketing Scoring Models

We see conditions (what is happening) and actions (the lead scoring system’s response).

For this demo, we switched our layout from design to text, because it’s a little easier to read for our specialist. You can decide what layout is most appealing to you when you’re using lead scoring models in Microsoft Dynamics 365 Marketing. It is just a matter of preference!

Now you see that based on different conditions you can add and remove points from a lead score.

If they visit your website, you add points.

If they open up an email, you add points.

If they submit their information via a form, you add points.

And so on!

If you go back to the Design layout, you can see how easy it is to drag and drop the conditions and actions you desire. In addition to these tools in your Toolbox, Grades are especially helpful.

They can help you determine, as a marketer when you want to push a lead to sales.

For this demo, our sales-ready score is 40. You can define your score as whatever makes the most sense for your organization.

Microsoft Dynamics 365 Marketing Scoring Models

You can also create grades. For this example, we defined them by “cold, warm, and hot,” and assigned ranges to each of these types. These leads can be reported on or filtered so that you can clearly see what’s in your lead bucket, and prioritize them accordingly.

You can add many different grades and assign whatever criteria fit.


If you are familiar with Microsoft Dynamics 365 Sales, how leads appear in Microsoft Dynamics 365 Marketing look similar.

This is a common view of leads across D365 applications.

You will see the name of your lead, where they’re based (location), the score, their email information, and their overall lead score.

You can easily filter these leads or put them in list views.

When you click on a lead, you will see a Summary of the lead, their LinkedIn info, Details, Lead Score information, Insights, and Related records.

You can have multiple lead scoring models at the same time. So, each lead can have scores associated with each of your lead scoring models.

Microsoft Dynamics 365 Marketing Lead Scoring Models

The data you find here is shared across Microsoft Dynamics 365 applications so that you don’t have to worry about syncing delays as you do with many of the other marketing automation platforms.


Watch the Microsoft Dynamics 365 Marketing Scoring Models and more like it via our resource library.

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If you would like to learn more about what’s possible with Microsoft Dynamics 365 Marketing for your organization, contact us to request a personal demo.

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