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The Sales Qualification Agent in Dynamics 365 Sales automates lead research and engagement by evaluating leads against your target customer profile. You can define custom target customer profile criteria using Dataverse fields—many of which can be enriched with firmographic data from ZoomInfo, Dun & Bradstreet (D&B), or any other provider that integrates with Dataverse. Learn more about Custom criteria examples for sales teams across industries.
This article covers instructions for integrating with ZoomInfo and Dun & Bradstreet. However, you can choose any other provider, such as Clay, 6Sense, Similarweb, and Builtwith, that syncs firmographic data into Dataverse fields. The high-level steps remain similar.
Step 1: Install and set up the integration
Before using ZoomInfo or D&B data in your Sales Qualification Agent configuration, install and configure the respective app from Microsoft Marketplace.
Integrate ZoomInfo data
Integrate ZoomInfo data by following the instructions in these articles:
- Install ZoomInfo app
- Configure export preferences
- Match fields between Dynamics 365 and ZoomInfo
- Customize the ZoomInfo app
Integrate Dun & Bradstreet data
Integrate Dun & Bradstreet data by installing and configuring the Dun & Bradstreet Optimizer App for Microsoft from Microsoft Marketplace. For step-by-step instructions, refer to the official installation guide under Details + Support > Help on the Marketplace page.
Step 2: Identify ZoomInfo or D&B-enriched Dataverse fields
Once the synchronization between ZoomInfo or D&B is active, the following fields in the lead and account tables are typically enriched:
| Field Name | Logical Name |
|---|---|
| Industry | industrycode |
| Annual Revenue | revenue |
| Company Size | numberofemployees |
| ZoomInfo ID or D-U-N-S Number (for D&B) | zoominfoid or dunsnumber |
You can enrich additional fields based on your industry and target customer profile. For example, if you're in the technology sector, you might want to enrich fields like "Technology Stack" using BuiltWith data. Refer to the documentation of your chosen data provider for a comprehensive list of available fields.
Step 3: Configure the Sales Qualification Agent to use enriched fields
After the data from ZoomInfo or D&B is synced into Dataverse, you can configure the Sales Qualification Agent to use these enriched fields in the following agent configurations:
Lead selection criteria: Use enriched fields in the lead selection criteria. For example, you can have the agent work only on leads from companies in the "Technology" industry. Learn more in Configure selection criteria for Sales Qualification Agent
Handoff criteria: Define target customer profile criteria based on enriched fields. Learn more in Configure handoff criteria for the Sales Qualification Agent. Here are some example criteria:
Field Name Logical Name Criteria Example Industry industrycode Equals “Technology” Annual Revenue revenue Greater than $5,000,000 Company Size numberofemployees Between 50 and 500 ZoomInfo ID zoominfoid Is not empty
Step 4: Validate and monitor
Use the testing guide to simulate leads with varying degrees of fit.
Monitor lead handovers and disqualifications using the supervisor dashboard.
Refine your criteria based on performance insights.