Are your sales tools helping you sell—or just tracking what you’ve already done? In an era where every customer interaction counts, businesses need more than just a traditional CRM. They need intelligent systems that anticipate, guide, and accelerate the sales journey. That’s exactly where Microsoft Dynamics 365 Sales Premium features come in.
Packed with AI-driven capabilities, real-time insights, and automation, the Premium features in Dynamics 365 Sales are designed to do more than manage pipelines—they help your sellers close deals faster, smarter, and with greater confidence. Whether you’re a seasoned user or just starting out, this comprehensive guide to Dynamics 365 Sales Premium features will walk you through everything you need to know—from what each feature does and how to enable it, to the tangible business value it delivers.
If you’re looking to get the most out of your CRM investment, this is your ultimate roadmap to unlocking the power of Dynamics 365 Sales Premium features.
What is Dynamics 365 Sales Premium?
Dynamics 365 Sales Premium is the top-tier offering in Microsoft’s sales application lineup—designed for organisations that want more than just a CRM. It builds on the robust capabilities of Dynamics 365 Sales Enterprise, layering in powerful AI-driven insights, advanced automation, and smart selling tools that empower teams to work proactively, not reactively.
With features like predictive lead scoring, conversation intelligence, and sales forecasting, Microsoft Dynamics 365 Sales Premium transforms your system from a static database into a dynamic, intelligent sales assistant. It doesn’t just track deals—it helps close them, faster and more strategically.
In the next section, we’ll break down the standout Dynamics 365 Sales Premium features and show you how to make the most of them.
1. Conversation Intelligence in Dynamics 365 Sales Premium
What is it?
Conversation Intelligence (CI) uses AI to record, transcribe, and analyse sales calls in Microsoft Teams or other integrated platforms. It tracks sentiment, identifies keywords, and flags follow-up actions—giving managers and sellers an objective lens through which to assess and improve sales conversations.
How to enable/use it:
Admins can enable CI from the Sales Insights settings in Dynamics 365. Once set up, sales calls can be automatically recorded and analysed. Sellers can access call summaries, keyword trends, and real-time coaching insights via their dashboards.
Business benefits:
- Gain visibility into seller performance and customer engagement
- Identify talk-to-listen ratios and key conversation patterns
- Surface coaching opportunities and replicate best practices
- Improve deal outcomes by understanding customer sentiment
2. Predictive Opportunity Scoring
What is it?
Predictive Opportunity Scoring is an AI-powered feature in Dynamics 365 Sales Premium that assigns a score (0–100) to each sales opportunity based on its likelihood to close successfully. By analysing historical win/loss data, customer behaviour, and activity patterns, it helps sellers identify the most promising deals and focus their efforts where it matters most.
The model uses machine learning—not just rules-based logic—to predict outcomes and delivers transparent, actionable insights alongside the score to inform better decisions.
How to enable/use it:
- Administrators can enable Predictive Opportunity Scoring under Sales Insights settings
- Once enabled
- Navigate to any Opportunity record
- View the scoring panel which includes:
- Score (0–100)
- Grade (A = 75–100, B = 50–74, C = 25–49, D = 0–24)
- Trend indicator (↑ improving, ↓ declining, → stable)
- Top Reasons: positive or negative factors influencing the score
- Scores update automatically as the system gathers more data from user activity, engagement signals, and record updates
Business benefits:
- Prioritise high-potential opportunities using data-driven scoring
- Improve forecasting accuracy with real-time probability assessments
- Empower sellers with clear reasons behind each score
- Identify risk early and reallocate effort from low-scoring deals
- Drive consistent qualification standards across the sales team
3. Predictive Lead Scoring
What is it?
Predictive Lead Scoring in Microsoft Dynamics 365 Sales Premium uses AI and historical data to calculate how likely a lead is to convert into an opportunity. Each lead is scored from 0 to 100 and grouped into intuitive grade segments, helping sales teams focus on the hottest prospects and take timely, informed action.
The scoring model considers key attributes—such as job title, source, engagement, and demographics—to identify patterns that typically lead to conversions.
How to enable/use it:
- Admins can activate Predictive Lead Scoring in Sales Insights settings
- The system will:
- Analyse historical lead data to build or train an AI model
- Automatically assign a score (0–100) to each new or existing lead
- Provide a trend indicator (↑, ↓, →) to show score progression
- Surface Top Influencing Factors (e.g., role, email clicks, location)
- To view scoring insights:
- Navigate to the Leads area in Dynamics 365 Sales
- Open any lead record to see:
- The score and grade (A = High, D = Very low)
- Score trend and contributing factors
Business benefits:
- Prioritise leads based on real-time AI predictions
- Increase conversion rates by engaging hot leads first
- Understand what attributes signal lead quality
- Save time by avoiding low-potential follow-ups
- Align sales and marketing teams on qualification standards
4. Sales Accelerator in Dynamics 365 Sales Premium
What is it?
Sales Accelerator is a productivity hub that consolidates all sales activities—emails, calls, tasks—into a prioritised work list. It helps sellers maintain consistent outreach and never miss a follow-up.
How to enable/use it:
Enable the Sales Accelerator from the Sales Hub. Set up sequence templates that guide sellers through consistent sales processes. Sequences can be tailored for different buyer journeys or Sales accelerator FAQscustomer personas.
Business benefits:
- Increase seller efficiency with a focused daily plan
- Ensure timely and consistent engagement with prospects
- Automate routine outreach with sequences
- Enhance seller onboarding with built-in process flows
5. Assistant Studio
What is it?
Assistant Studio (Premium Assistant) is a powerful tool within Dynamics 365 Sales Premium (also available in Standard) that allows organisations to customise and control the insight cards shown to sellers. These cards offer real-time, contextual suggestions—such as reminders to follow up, alerts about deal risks, or updates on customer activity—directly within sales records like leads, opportunities, or contacts.
With Assistant Studio, admins can go beyond out-of-the-box suggestions by tailoring insight card rules, delivery timing, and prioritisation based on team needs.
How to enable/use it:
Assistant Studio is accessed via the Sales Insights settings in Dynamics 365. Admins can:
- Enable or disable default and custom insight cards
- Create organisation-specific insight rules
- Set delivery timing for when insights appear
- Control which cards are prioritised and who sees them
- Configure different insight sets for different sales teams
For sellers, insight cards appear automatically on record forms—delivering relevant suggestions as they work through leads, opportunities, or customer accounts.
Business benefits:
- Deliver timely, contextual insights that prompt seller action
- Align insight cards with specific sales processes or team priorities
- Increase seller productivity through intelligent nudges
- Standardise best practices across the sales organisation
- Reduce admin time by automating routine reminders and follow-ups
6. Relationship Analytics in Dynamics 365 Sales Premium
What is it?
Relationship Analytics provides a visual representation of your engagement with a particular account or opportunity. It evaluates email frequency, response times, meeting volume, and sentiment to score relationship health.
How to enable/use it:
From the Sales Insights settings, enable Relationship Analytics. Ensure your environment is connected to Exchange and Microsoft Teams for optimal data collection.
Business benefits:
- Monitor relationship strength across deals and accounts
- Identify accounts at risk of churn due to low engagement
- Support account-based selling with better context
- Prioritise activities for accounts needing attention
7. Premium Forecasting
What is it?
Dynamics 365 Sales Premium enhances forecasting by using historical data, AI insights, and pipeline trends to predict future revenue. Managers can view forecasts at team, individual, and deal levels with confidence indicators.
How to enable/use it:
Set up forecasting models in the Forecast Configuration area. AI predictions can be layered on top of user-entered values to get a more accurate view.
Business benefits:
- Improve forecast accuracy and sales planning
- Detect pipeline gaps early and adjust strategies
- Hold data-driven performance reviews
- Spot patterns that lead to successful deals
8. Seller Insights (Preview)
What is it?
Seller Insights in Microsoft Dynamics 365 Sales Premium (currently in preview) provide AI-powered, context-rich suggestions to help sellers take meaningful actions with greater efficiency. These insights are driven by custom insights models imported into Dataverse, allowing organisations to tailor recommendations based on their own business data.
Insights might highlight low engagement levels, unresponsive customers, or negative sentiment detected during recent interactions—prompting sellers to act before opportunities slip away.
How to enable/use it:
Admins or users with similar privileges can:
- Import custom insight models and map them to the msdyn_salessuggestion entity in Dataverse
- Enable the Seller Insights feature in the Sales Insights settings
- Define which users or roles can access the feature
- Set up assignment rules to automatically assign insights to the appropriate sellers
Once enabled, sellers and sales managers can:
- View insight cards directly on contact, account, or opportunity records
- Take actions based on insights, such as:
- Connecting a sequence
- Creating follow-up activities
- Assigning or reassigning insights
- Declining or closing suggestions
Business benefits:
- Empower sellers with intelligent, data-driven recommendations
- Proactively manage at-risk accounts through early warning signs
- Save time on data analysis and manual follow-ups
- Enable more personalised, timely customer engagement
- Align selling actions with organisational goals through custom insight models
9. Email Engagement in Dynamics 365 Sales Premium
What is it?
With email engagement tools, sellers can track when recipients open their emails, click on links, or download attachments. These insights help prioritise follow-ups and tailor messaging.
How to enable/use it:
Enable email engagement in the Sales Insights configuration. Emails sent via Dynamics or Outlook (with the Sales add-in) can be tracked automatically.
Business benefits:
- Identify hot prospects based on email activity
- Refine email messaging with engagement insights
- Improve response rates with timely follow-ups
- Reduce guesswork in outreach strategies
Email history in the Activities column
Email KPIs in the emails list
Message details
10. Auto Capture
What is it?
Auto Capture is a smart productivity feature in Dynamics 365 Sales Premium that uses AI to surface relevant Outlook emails and calendar appointments—ensuring sellers stay on top of every interaction without manual tracking.
The system works by detecting untracked messages and meetings related to contacts, leads, or opportunities, and then displaying them as suggestions in the Activity Timeline. These items remain private until the seller chooses to track them, maintaining personal inbox confidentiality while still surfacing potential business relevance.
How to enable/use it:
- Admins can enable Auto Capture from the Sales Insights settings within Dynamics 365
- Once enabled, it runs automatically in the background
- Sellers can:
- Open any contact, account, or opportunity record
- Navigate to the Activity Timeline to view suggested (untracked) emails and meetings
- Choose to track specific interactions by clicking the “Track” link next to each suggestion
Business benefits:
- Ensure no important customer interaction falls through the cracks
- Reduce manual data entry for emails and meetings
- Maintain privacy—only tracked activities are shared with the team
- Provide a more complete view of customer engagement history
- Save time and improve productivity with seamless Outlook integration
Auto capture emails and meetings:
Track link:
Tracked emails and meetings:
11. Notes Analysis
What is it?
Notes Analysis is an AI-powered feature in Microsoft Dynamics 365 Sales Premium that uses natural language processing (NLP) to extract actionable insights from free-text notes entered by sellers. As you type notes during or after customer interactions, the system intelligently highlights key information—such as names, organisations, phone numbers, dates, and tasks—transforming your notes into structured, usable data.
For example, writing “Call Sarah at Contoso next Thursday” would prompt the system to highlight “Sarah”, “Contoso”, and “next Thursday”, and suggest setting a reminder or task—saving time and ensuring nothing slips through the cracks.
How to enable/use it:
- Open any lead, opportunity, account, or contact record in Dynamics 365 Sales
- In the Timeline, click the “+” icon and select Note
- Start typing your note (e.g., “Had a call with John at Contoso. He wants a proposal by next Friday. His number is 123-456-7890.”)
- The system will:
- Automatically highlight recognised entities like names, dates, and numbers
- Suggest actions such as “Create task” or “Schedule appointment”
- You can choose to accept or dismiss each suggestion—offering full control over what becomes a tracked CRM record
Business benefits:
- Turn unstructured notes into structured, actionable data effortlessly
- Improve follow-up accuracy with task and appointment suggestions
- Save time on manual data entry and context switching
- Enhance productivity by letting AI handle the admin
- Maintain a rich and intelligent history of customer interactions
12. Who Knows Whom
What is it?
Who Knows Whom is a relationship-mapping feature in Microsoft Dynamics 365 Sales Premium that helps sellers identify and leverage existing internal connections to external contacts. By analysing communication metadata from Microsoft Exchange (email headers only), it highlights which colleagues have established rapport with the contact you’re targeting—enabling warm introductions that can boost trust and improve outreach success.
Rather than going in cold, sellers can strategically approach prospects through team members who already have a connection, making introductions more personal and impactful.
How to enable/use it:
- Ensure Sales Insights is enabled and that mailboxes are configured for your users
- Open a contact record in Dynamics 365 Sales
- Navigate to the Who Knows Whom section within the form
- View:
- A list of colleagues who have communicated with the contact
- A relationship strength indicator (e.g., Strong, Moderate)
- An “Ask for Introduction” button to initiate internal collaboration
- The insights are based on email headers—communication frequency and recency—but no content is analysed, ensuring privacy and compliance
Business benefits:
- Shorten the sales cycle with warm introductions instead of cold outreach
- Build trust faster by leveraging internal relationships
- Gain visibility into your team’s network to support strategic account planning
- Increase collaboration between sales reps and other departments
- Use relationship strength indicators to prioritise outreach opportunities
Final Thoughts: Are Dynamics 365 Sales Premium Features Worth It?
Dynamics 365 Sales Premium is designed for businesses that want to move from reactive to proactive, insight-driven selling. If your sales team is managing a high volume of leads, handling complex deal cycles, or struggling with pipeline visibility, the premium features can make a tangible difference.
From improved productivity through Sales Accelerator to sharper insights via predictive scoring and relationship analytics, Sales Premium delivers a modern selling experience powered by AI.
Bonus Tip: Combine with Power Platform
Integrating these features with Power Automate, Power BI, or Power Apps can further elevate your sales performance. Whether it’s creating a custom lead routing app or building a dashboard for exec-level forecasting, the possibilities are endless.
How Dogma Group Can Help
At Dogma Group, we specialise in tailoring Dynamics 365 to your unique sales processes. Our experts can help you unlock the full potential of Microsoft Dynamics 365 Sales Premium features—whether it’s configuring predictive models, optimising Sales Accelerator sequences, or integrating LinkedIn and Teams.
Ready to take your sales performance to the next level? Get in touch for a free consultation or a tailored demo.
