From data sprawl to AI-driven seller insights at Microsoft

Sellers at Microsoft have access to a wide range of data to help them understand their business, identify risks, and focus on opportunities. Over time, new systems and reporting tools expanded the amount of data available to them.

At first glance, helping sellers improve the way they work looks like a data challenge because we tend to believe more data equals better decisions. However, when we explored how they use data to prepare for customer meetings and internal business reviews, we saw a different pattern.

The amount of data they had available to them had increased—but so had the manual effort needed to turn it into useful and actionable insights. In fact, our sellers were spending more time looking for relevant information than they were spending engaging with customers to improve their experience.

As part of our Customer Zero approach at Microsoft, we apply our technologies internally and use that experience to understand what works at scale so we can pass that knowledge onto our customers. In this case, our discoveries unearthed a deeper issue with how our sellers interact with data in their day-to-day work.

Too much data, not enough insight

The increased amount of data available to our sellers gave them more options but also more information to process. It also introduced fragmentation.

“I think the big feedback pain point we got was that we have way more data than our sellers were used to. You give us a gigantic well of data, but how I use that data to execute my job is fragmented.”

Michael Toomey, revenue insights lead, Finance Data and Experience

A significant portion of our sellers’ time went into finding, interpreting, reconciling, and analyzing the information before any actual decisions or customer interactions were taking place. In some cases, sellers were navigating hundreds of reports and dashboards across multiple systems. In others, they were exporting data into spreadsheets, building their own analyses, and assembling presentations manually. They told us they were overwhelmed by the amount of data they had access to.

“I think the big feedback pain point we got was that we have way more data than our sellers were used to,” says Michael Toomey, a revenue insights lead on our Finance Data and Experience team. “You give us a gigantic well of data, but how I use that data to execute my job is fragmented.”

This tedious manual user experience didn’t match the fast pace of our work. Sellers needed to move quickly, and we needed a way to empower them to find the data and insights they needed to be able to make actionable decisions immediately.

Instead of continuing to expand the amount of data available to our sales force, we concentrated on making the existing data easier to access, understand, and use.

Beginning with a trusted data foundation

The starting point was the data itself. Our sales organization draws from many systems, each of which has its own structure, definitions, and refresh cycles. Without alignment across these systems, even seemingly simple seller questions could produce different answers depending on the data source. This created more work as our sellers hunted down which answer was the correct one.

We consolidated all this data into a unified model on Microsoft Fabric, creating a shared data foundation across the organization. It included standardized definitions, consistent metrics, and common hierarchies. Data from more than 70 systems was brought together into one governed environment.

This step required coordination across teams and ongoing attention to evolving data governance. It established trust in our data that made it easier to streamline the user experience for our sales teams down the line.

Streamlining how sellers work with data

With a consistent data foundation put into place, we turned our attention to how sellers could most effectively access and use the information.

Instead of asking sellers to navigate a portal of reports, we designed role-based dashboards that reflect how people actually work. Individual dashboards are curated based on role, workflow, and responsibilities, helping our sellers quickly find what they needed without searching across systems. We transformed the work surrounding actionable insights, too: Power BI surfaces intelligent insights to our sellers’ dashboards every morning, automatically giving them their priorities for the day and providing an overview of their funnel.

Before this transformation, building PowerPoint presentations for customers and summarizing reports were routine but tedious parts of the preparation process for our sellers before they spoke to customers. These preparatory steps have been streamlined or automated wherever possible, reducing seller time spent on repetitive manual tasks.

Empowering sellers using AI

With the data organized and cleaned and the user experience transformed, we introduced AI to overhaul how our sellers interact with the information available to them.

“A lot of what we’re trying to do is get to a native Microsoft 365 Copilot experience where we meet people where they’re working every day. And then work is optimized to be able to reason over our day to pull the data in.”

Michael Toomey, revenue insights lead, Finance Data and Experience 

To find the information they’re looking for, sellers can now ask questions in natural language and receive answers directly in the tools they already use. Insights powered by Power BI Copilot, Fabric, and AI Foundry are delivered proactively, helping sellers prioritize their day, generate summaries, and assemble materials for meetings without working through each step manually.

Insights that previously required a great deal of time to uncover are surfaced directly. The relevant reports are automatically routed to sellers based on their job description and client base. Sellers can also subscribe to continuously updated reports and have them surfaced each morning to their inbox.

These capabilities are available in the tools our people already use, which means they don’t have to spend time learning new product suites. The information they’re looking for can be surfaced through tools like email or within Microsoft Teams, which means sellers can stay focused on their work without needing to switch between systems.

Processes that once took hours can now be completed in minutes.

“A lot of what we’re trying to do is get to a native Microsoft 365 Copilot experience where we meet people where they’re working every day. And then work is optimized to be able to reason over our day to pull the data in,” Toomey says.

What changed

The most visible shift we’ve observed is how sellers spend their time. Less effort goes into finding, assembling, and reconciling information, and more attention is directed toward understanding customer needs and making decisions that actively move the business forward.

After deploying this model across our sales organization, we saw meaningful improvements in both efficiency and effectiveness, including:

• 100,000 seller hours saved annually
• 30% reduction in data ingestion costs
• 10x faster insight generation
• 1,500 reports retired and consolidated

We credit our success to building a trusted data foundation; a streamlined, intuitive user experience; and embedding AI into the flow of work to help our sellers surface insights and information with a few clicks instead of spending hours sifting through irrelevant inputs.

We learned that executive sponsorship and active change management were essential to transforming the department successfully. Concentrating on consistency and departmental alignment around a set of trusted, verified, well-governed data and shepherding people through shifting how they worked with the data were just as important as adding AI into the process.

Looking ahead

At the heart of our trusted data foundation is the semantic layer, the place where our business definitions, metrics, and data quality are standardized across the organization. It’s now the engine that powers our agents. Because those definitions live in one governed place, our agents can reason over our data products with confidence, and we can trust what they surface.

That foundation is already bearing fruit. A new generation of personal and role-based agents at Microsoft is taking on the workflows that were consuming our sellers’ time, such as meeting preparation, pipeline reviews, and customer insight generation. These processes are now running on the governed data infrastructure we built. Everything draws from the same source of truth, so everything our agents work with is consistent, reliable, and ready to act on.

This return on our platform investment is bringing us closer to becoming a Frontier Firm where our people spend less time searching for the answers and more time acting on them.