Microsoft Dynamics 365 Customer Experience Analyst : Create and manage sequences

Sequences in Dynamics 365 Sales help sellers follow a consistent, repeatable process by guiding them through a predefined set of activities such as calls, emails, LinkedIn connections, or tasks. Instead of manually deciding the next step, a sequence automatically suggests the right action at the right time, ensuring that prospects and customers are engaged in a timely and structured manner. Sales managers can design sequences to match their organization’s sales methodology, while sellers benefit from increased productivity, reduced guesswork, and better customer interactions. By standardizing outreach, sequences also make it easier to track performance and optimize engagement strategies.

 What are Sequences?

A Sequence in Dynamics 365 Sales is a guided selling tool that helps sellers engage leads, opportunities, or accounts with a structured series of activities.

Think of it as a sales playbook in action: instead of relying on memory or ad-hoc steps, the system tells sellers what to do next — whether that’s sending an email, making a call, or scheduling a task.

Why Use Sequences?

• Ensures consistency in how sales teams approach leads and opportunities.
• Boosts seller productivity with automation and reminders.
• Helps managers enforce best practices and align activities with sales methodology.
• Provides visibility into customer engagement and seller performance.

How to Create a Sequence

1. Access the Sales Insights Settings

Navigate to Sales Hub → App Settings → Sequences (under Sales Insights).

You’ll see a list of existing sequences and can create new ones.

2. Create a New Sequence

• Select + New Sequence.
• Enter a Name, Description, and choose the Entity (Lead, Opportunity, Account, or Contact).
• Save and open the designer.

3. Design the Sequence in the Visual Editor

The drag-and-drop designer lets you add steps. Each step is an action sellers must perform. Examples:

Activity steps:

Phone Call

• Email (auto-send or seller-created template)
• LinkedIn InMail/connection request
• Task (e.g., research or meeting prep)

Wait conditions:

• Wait X hours/days before next step
• Branch logic based on customer response (e.g., email opened vs ignored)

 Automation:

• Automatically create tasks
• Send emails using templates
• Exit sequence when record status changes (e.g., lead qualified/disqualified)

4. Configure Each Step

For each activity, you can:

•  Assign it to the owner (seller) or another role.
•  Define due dates and reminders.
•  Use dynamic content (personalization fields like first name, company).
•  Add branching rules (e.g., if email opened, go to Step 4; if not, go to Step 5).

 5. Publish the Sequence

• Save and Publish when ready.
• Only published sequences can be assigned to records.

How to Manage Sequences

1. Assign a Sequence

• Go to a record list view (e.g., Leads or Opportunities).
• Select one or more records → Assign Sequence → choose the sequence.
• Each selected record will now follow the defined engagement path.

2. Monitor Progress

Sellers see their “Up Next” widget in Dynamics 365 or Sales Accelerator, which tells them the next step.

Managers can track sequence analytics:

• Step completion rate
• Email open/click rates
• Conversion success

3. Edit or Clone Sequences

•  Open the sequence in the designer to make changes.
•  If you want to keep the old version, you can clone and adjust the copy.

4. Deactivate or Delete

•  If a sequence is no longer needed, Deactivate it (keeps history).
•  You can Delete if you don’t want to keep it.

Best Practices

•  Start with shorter sequences (5–7 steps) and expand based on performance.
•  Use branching logic to personalize outreach.
•  Combine automated emails with manual touches (calls, LinkedIn).
•  Regularly review analytics to optimize steps.
•  Align sequences with your sales stages (prospecting, nurturing, closing).

Summary:

Creating and managing sequences in Dynamics 365 Sales allows sales teams to work smarter with a guided set of tasks, automated outreach, and consistent follow-up. Managers design them, sellers execute them, and both benefit from increased efficiency and measurable engagement.