Sales Qualifier

Sales Qualifier is an AI-driven application that you can use with Adobe Journey Optimizer B2B Edition. It implements the Account Qualification Agent and is designed to streamline workflows for Business Development Representatives (BDRs). Sales Qualifier automates prospect qualification, outreach, and buyer engagement workflows across channels. It reduces manual BDR load and accelerates pipeline velocity for Enterprise B2B companies.

BDRs can use the browser and email plugins to access business intelligence directly within CRMs or Outlook. The following video provides a short demonstration of the Sales Qualifier and Account Qualification Agent.

Application home

Sales Qualifier is included with Journey Optimizer B2B Edition, but it is a separate app within the Adobe Experience Platform.

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Account Qualification Agent

The Account Qualification Agent (AQA) is the core of the Sales Qualifier. The AQA uses AI to read your accounts and determine which ones are ready for the next step. It assists with research, email drafting, and CRM-informed context when your organization has connected the CRM.

Basic agent usage

Adobe AI agents use natural language queries, which means they use the same language in the text prompt as you do when speaking with a person. The more detailed you are, the better the results.

Using natural language, you can ask the agent to:

Iterate your outbound workflows by refining your prompts to get the results you need. For example:

Product access and user groups

Access to Sales Qualifier features is managed through two user groups in Adobe Admin Console. Product administrators must set up the groups during onboarding before users can access the application.

Sales Qualifier users

Users must be members of the Sales Qualifier user group to access the Sales Qualifier application.

Sales Qualifier administrators

Administrators who configure CRM connections, the Knowledge Center, and global email opt-out settings must also be members of the Sales Qualifier Admins user group.

Membership in both groups makes Admin Settings visible under Administration in the left navigation. Standard users can use the configured fields, filters, and playbook, and the configured opt-out footer is applied to their outbound emails. They cannot change these settings.

Prospects

Select Prospects in the left navigation to view a list of the leads that you can access. The list provides a quick review of information, such as lead status and last activity.

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Build your prospect list

The prospect list combines people from more than one source:

To add prospects that do not come from your CRM:

Filter and find prospects

Select the Filter icon to narrow the list. You can filter by:

Administrators can also make mapped CRM fields available as filters. In Admin Settings, they turn on Filterable for the fields that reps use to find prospects. See Map CRM fields.

Review prospect details

Select a prospect to open their profile. Review the signals that matter before you reach out:

Accounts

Select Accounts in the left navigation to work with the accounts you sell into. Sales Qualifier brings together firmographic detail, pipeline, and engagement so that you can prioritize outreach at the account level.

The account overview summarizes essentials like revenue, industry, company size, and headquarters. Alongside these details, each account surfaces:

Account deep dive

To start a deep dive, open an account. The Account Qualification Agent (AQA) prioritizes the signals that are most relevant to your organization’s selling strategy, so that you can quickly understand where the account stands and decide what to do next.

Outbound workflows

An outbound workflow is the structure Sales Qualifier uses to run a goal-driven cadence. You define an outreach goal and targeting criteria and the AI proposes a multi-touch cadence and writes personalized email content for each prospect. You review and approve each email before enrollment activates the cadence so that messages send only during your configured window.

An outbound workflow connects four elements:

The goal drives everything downstream: the AI uses it to suggest targeting filters, design the cadence, draft touchpoint prompts, and shape personalization for every generated email.

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Key concepts

The following sections describe the full lifecycle: creating a workflow in the wizard, reviewing generated emails, approving prospects, and managing workflows over time.

Create an outbound workflow

Workflow creation is a five-step wizard: Goal, Targeting, Generate touchpoints, Settings, and Add prospects. Each step builds on the last; your initial goal shapes every subsequent decision.

Step 1: Define your goal

The goal is the most important input: it tells the AI what success looks like and anchors targeting, cadence, and email generation.

Goals work best when they state a concrete outcome, not only a topic. To give the AI more to work with, use a goal like Book a 15-minute discovery call with marketing leaders evaluating campaign automation instead of Promote campaign automation.

Step 2: Configure targeting filters

Targeting filters define which prospects are eligible. When you add prospects later, only those prospects who match these filters appear in the selection list.

Step 3: Generate and review touchpoints

After targeting is set, the AI builds the cadence: it analyzes your goal and targeting, defines the touchpoint sequence, and writes a touchpoint prompt for each step. You see a multi-step cadence with each touchpoint on a specific day. The cadence can mix email, phone call, and LinkedIn InMail steps.

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To read its prompt, expand an email touchpoint. This instruction guides the AI when writing each prospect’s email, including tone, length, focus, and call to action.

Regenerate the cadence

If the cadence is not what you want, click Regenerate and enter a refinement instruction. For example:

The AI rewrites the full cadence based on your instruction.

To adjust a single email touchpoint without regenerating the whole cadence, edit the prompt text directly in its text area.

Use a playbook in your prompts

If your organization has built a playbook in the Knowledge Center, you can direct the AI to draw from it when writing emails. In the prompt, name the document and the context you want the AI to use—for example, Use the ABC positioning guide from the Knowledge Center and focus on the security value proposition. The generated emails then reflect the messaging in that playbook.

When the cadence and prompts look right, click Next: Settings.

Refining touchpoint prompts before per-prospect generation matters: those prompts are the core instructions the AI uses for every prospect later. Time spent here scales across all generated emails.

Step 4: Configure workflow settings

The Settings step controls how the workflow runs.

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The opt-out footer is configured globally by an administrator and applies to outbound emails independently of the workflow settings. See Global opt-out sync.

Step 5: Add prospects and start email generation

Saving opens the prospect selection view, already filtered by your Step 2 targeting.

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The AI generates personalized emails for every selected prospect for each email touchpoint in the cadence. Phone and LinkedIn InMail touchpoints remain in the cadence as scheduled steps. Generation can run in the background—use Notify when ready if you want to continue other work while it completes.

For each prospect, the AI combines each touchpoint prompt with prospect-specific data (person, account, engagement history, recent news) to produce subject line and body.

Review and refine generated emails

When generation finishes, the workflow detail view shows a banner to review drafts. Review is required and nothing sends until you approve.

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Read the AI reasoning

For each generated email, Reasoning explains how the AI crafted that message, including signals, attributes, and sources that shaped the content and call to action. Review this information and validate personalization before you approve.

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Edit emails directly

For small edits (wording, tone, a single sentence):

Refine emails with AI

For larger changes (restructure, shift emphasis, or reframe the message), use Generate with AI. The AI agent rewrites the email while keeping personalization context.

Approve and enroll prospects

Approval activates the cadence for a prospect. Until a prospect is approved and enrolled, the system does not send emails to them.

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Approved emails send during the workflow send window in the configured timezone, on each touchpoint’s scheduled day relative to enrollment. Prospects you do not approve remain in Ready for Review until you act. After approval, the workflow runs according to the cadence you defined.

Manage existing workflows

On the Outbound workflow page, the Browse tab lists every workflow. Each card shows the goal, configured touchpoints, and performance metrics. Use this view to monitor active workflows, return to drafts that still need review, or open a workflow to add more prospects.

Outbound workflow best practices

Global opt-out sync

Administrators can append a light-touch unsubscribe footer that uses pre-approved Marketo verbiage to every outbound email. When a prospect selects the opt-out link, Sales Qualifier permanently suppresses the prospect from further emails and syncs the opt-out status back to the connected CRM. See Configure global email opt-out.

Email outbox

The Email outbox panel lists all the automated emails that you have sent.

Tasks

The Tasks area in Sales Qualifier gives Business Development Representatives (BDRs) a dedicated space to manage and process their outbound workflow actions. The outbound workflow engine automatically generates tasks that represent the specific actions a BDR needs to take with each prospect — phone calls, LinkedIn InMails, and email reviews.

The task management experience is a processing queue, not a to-do list. You can open a task, take action, mark it complete, and move to the next one — all without leaving the page.

Select Tasks in the left navigation bar to open the full tasks page. This page is the primary workspace for processing tasks one by one.

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Task types

All tasks are tied to outbound workflow steps. There are three types:

Phone Call — Created when a cadence reaches a phone call step. The task panel shows agent-generated pitch points and an inline notes field for capturing call notes.

LinkedIn InMail — Created when a cadence reaches a LinkedIn InMail step. The task panel shows an AI-generated subject line and message body that you can copy and send outside the product.

Email Review — Created once the system finishes generating personalized emails for a prospect enrolled in a workflow. You review and approve the emails before outbound begins for that prospect. Each prospect gets a separate Email Review task; if you enroll 10 prospects in a workflow, you see up to 10 Email Review tasks as generation completes.

Task management

The Tasks page is split into two panels:

Selecting any task in the left panel loads its details into the right panel without navigating away from the page.

Queue controls

The work panel includes Next and Previous controls to move through your task queue in order. The queue respects whatever sort and filter settings you apply to the list. So if you’re working through overdue phone call tasks sorted by due date, Next and Previous move through exactly that set.

When you mark a task complete, the panel automatically advances to the next task in the queue.

Notes

For Phone Call and LinkedIn InMail tasks, an inline notes field is available in the work panel. Notes auto-save when you click away so that you do not lose them when you navigate to another task before marking the current one complete.

Task actions

Use the following actions to manage your tasks:

Automatic skipping

Stagnant LinkedIn InMail and phone call tasks are skipped automatically if they remain incomplete for two days. Automatic skipping keeps a prospect moving through the cadence without stalling the run, and it does not affect the email timeline. Scheduled email touchpoints continue to send as planned.

Task status

Each task moves through the following states:

List views

Use the tabs at the top of the task list to switch between views:

Filtering and search

There are multiple ways to filter the task list:

Use the search bar to find tasks by prospect name, company name, or engagement name. Search applies alongside any active filters. Text-match only — exact partial matches, no fuzzy search.

Sorting

Use the Sort by control to choose how the task list is ordered. Sorting also determines the order in which Next and Previous move through the queue.

Overdue tasks

A task becomes overdue the day after its due date if it hasn’t been completed. Overdue tasks:

Upcoming tasks

Upcoming tasks are created the moment a prospect completes a workflow step, even if the next step due date is still in the future. This visibility gives you early insight into your pipeline so you can plan ahead or act early when the opportunity arises.

Upcoming tasks show their scheduled due date, so you always know when they’re intended to be addressed. Completing an upcoming task early is fully supported — the workflow engine records the actual completion date and advances the prospect normally.

Task completion

Task completion isn’t limited to the Tasks page.

Engaged Prospect view: Touchpoint previews on an engaged prospect’s page include a Mark complete action alongside a content preview and optional notes field. Completing a task here updates its status in the Tasks page immediately. This view doesn’t trigger auto-advance behavior — it’s a view-and-act surface, not a queue-processing surface.

Salesforce (CRM Plugin): The Sales Qualifier plugin in Salesforce displays task status (upcoming, pending, completed, overdue, skipped) within the outbound workflow card. In the current version, the CRM card is read-only — you can see task status but must complete tasks from within Sales Qualifier.

Empty states

Meeting booking

Sales Qualifier turns engaged conversations into booked meetings without leaving the outbound flow. When you connect your calendar, Sales Qualifier generates a personal booking link that prospects use to schedule time with you.

Track booking outcomes in the Performance section.

Knowledge Center

The Knowledge Center gives the Account Qualification Agent (AQA) access to your own sales materials, so that Sales Qualifier can generate research, qualification insights, and outreach that reflect how your organization sells. Building and managing the playbook is an administrator task.

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Upload sales collateral

Each uploaded document displays its processing status, such as Ready, and when it was last updated.

Build a playbook

After you upload your documents, select Build Playbook to turn them into a playbook.

When the playbook is ready, it feeds both outreach and assistance:

Conversational Sales Assistant

The Conversational Sales Assistant is a chat experience where you ask questions in natural language and get answers grounded in your sales context. The assistant draws on:

Use the assistant to prepare before outreach—for example, to build account positioning ahead of a meeting. To pull from a built playbook, point the assistant at the Knowledge Center in your question. For example: From the Knowledge Center, help me position our security solution for ABC Corp ahead of tomorrow's call.

Performance

The Performance section shows how your outbound is doing, so that you can see what is working and where to adjust.

Email performance

Review the volume and effectiveness of your outbound email:

Sales Qualifier identifies out-of-office replies and bounces with their corresponding statuses, so that you can distinguish them from prospect engagements.

Meeting booking performance

Meeting-booking status cards summarize where your booked meetings stand. Filter the cards to focus on the meetings and statuses you want to review.

Integrations and CRM

With integrations, Sales Qualifier connects to your CRM so that the Account Qualification Agent (AQA) and outbound workflows share a consistent view of leads, accounts, contacts, activities, and owners in Salesforce or Microsoft Dynamics 365. Sales Qualifier reads CRM sales data and activities to enrich insights, and it can write back logged outreach activities and opt-out status. It does not otherwise modify your CRM records through this connection.

CRM connections, inbound field mapping, and activity synchronization are configured by an administrator under Administration > Admin Settings > CRM connections. Standard users consume the configured CRM data and filters but cannot change these settings.

CRM MCP and the embedded plugin

Sales Qualifier works with your CRM in more than one way:

CRM access scope

Sales Qualifier reads the CRM entities it needs and can write back only a defined set of data. Typical entities read include users, contacts, owner mappings, leads, accounts, opportunities, and activities. Write-back is limited to logged outreach activities and opt-out status. Your CRM administrator prepares API access in Salesforce or Dynamics. You then connect Sales Qualifier, map inbound fields, and choose whether to sync activities in the app.

Prepare credentials in your CRM

Work with your CRM administrator before you connect Sales Qualifier. The following summarizes what is usually created in each system.

Microsoft Dynamics 365 (Dataverse / Power Platform)

Information to provide when connecting Dynamics:

Salesforce

In Salesforce, create an External Client App (or a Connected App) with OAuth enabled and scopes that allow API access to identity and data, following your org’s security standards. The integrating user must have read access to objects such as leads, accounts, contacts, tasks, events, and opportunities. Administrative tasks often require a user with Manage Connected Apps (among other permissions) to view a consumer key and secret after creation.

When you create the External Client App, enable OAuth and give permissions. Also enable the following client credentials:

After you create the app, enable client credentials flow again and use contact email as the username. When client credentials are enabled, configure a user to Run As.

Ensure that the configured user has read access to the following objects:

Information to provide when connecting Salesforce in Sales Qualifier:

Connect to your CRM

Instance URL guidelines

The instance URL must be the environment base URL your CRM uses for API and integration configuration—not a UI-only hostname.

Salesforce

Microsoft Dynamics 365

Map CRM fields (inbound mapping)

After the CRM is connected, select Manage for the connection and open Inbound mapping. Inbound mapping controls which CRM fields Sales Qualifier pulls into the application.

Mapped fields appear in the corresponding areas of Sales Qualifier:

Configure activity sync (outbound mapping)

When activity sync is off, Sales Qualifier can continue to use inbound CRM data, but it does not write outreach activities back to the CRM.

Configure global email opt-out

When a prospect selects the link, Sales Qualifier permanently suppresses the prospect from further emails. The opt-out status also syncs back to the connected CRM.

Reference: sample API parameters

Your CRM team can use these examples to confirm read access returns the expected lead fields.

Dynamics (OData-style excerpt)

$select=fullname,_ownerid_value,leadid,emailaddress1,jobtitle,statuscode,createdon,modifiedon,statecode
$filter=_ownerid_value eq '<crmUserId>' [AND additional filters]
$expand=Lead_ActivityPointers(...),parentaccountid(...)
$orderby=modifiedon desc

Salesforce (SOQL excerpt)

SELECT Id, Salutation, FirstName, LastName, Name, Title, Company, Email,
  LeadSource, Status, OwnerId, LastModifiedDate, LastActivityDate, CreatedDate,
  (SELECT Id, Subject, ActivityDate, Status FROM Tasks ORDER BY ActivityDate DESC LIMIT 1),
  (SELECT Id, Subject, ActivityDateTime FROM Events ORDER BY ActivityDateTime DESC LIMIT 1)
FROM Lead
WHERE OwnerId = '<crmUserId>' AND IsDeleted = false
ORDER BY LastModifiedDate DESC

Profile settings

The profile settings specify information about yourself, including personal details, email, calendar, and chat availability.

Email settings

In the Email settings tab, set up your email connections.

Calendar configuration

On the Calendar configuration tab, set your time zone and availability.

If you disconnect your calendar:

Calendar availability

Your calendar availability in Sales Qualifier is based on two inputs:

Sales Qualifier reads free/busy status from the connected calendar, not full event contents, and uses that together with the configured rules to decide which booking slots a prospect can see.

You can configure: