From time savings to growth: how Dynamics 365 Copilot transforms sales & marketing

1. Quick wins: efficiency & time savings

One of Copilot’s most visible impacts is in everyday efficiency. Sales reps can:

• Summarize incoming emails and inquiries, together with account history, past opportunities, and contact data, without switching screens. (Powered by Microsoft 365 Copilot for Sales in Outlook/Teams, with write-back to CRM notes where enabled)
• Draft instant replies in the right context and tone and save key points or next steps directly to the relevant CRM record.
• Use Smart Paste to capture names, dates, amounts, and other details from unstructured text or images, and populate them straight into CRM fields on model-driven forms.
  
  

These features reduce the manual admin that sales teams have always disliked. “Nobody likes entering data afterwards,” says Jure Jesenovec. “For salespeople, once they’ve had the conversation, they expect the rest of the process to be simple, with minimal administration. Copilot removes that friction.”

2. Smarter selling: insights over gut feeling

Traditionally, sales forecasts often relied on subjective rep input: “I think this deal is at 80%.”
Copilot changes this by analyzing:

• Meeting transcripts and online calls
• Email communication and attachments
• Notes stored in Dynamics or Teams
  
  

From this, Copilot can identify stakeholders already in CRM, highlight pain points and buying signals, and summarize sentiments and next steps. The result is a more objective, data-driven qualification process and a healthier pipeline. In addition, Dynamics 365 Sales can enable predictive lead and opportunity scoring to help prioritize work based on historical win patterns.

3. Beyond time savings: driving growth

Time savings may affect EBITDA. But growth? That comes from focusing on the right opportunities. By combining sentiment analysis, activity signal tracking, and historical outcome patterns, Copilot helps sales teams:

• Prioritize high-probability deals
• Identify cross-sell and upsell opportunities
• Drop low-potential leads earlier or return them to nurture
  
  

“Saving time by itself won’t necessarily increase your revenue,” says Jure Jesenovec. “Growth comes from targeting more smartly and qualifying better.”

How Copilot elevates marketing impact

1. Content creation at scale

Copilot can assist marketers in drafting campaign emails, ad copy, social media posts, blog content, and much more. All can be tailored to specific segments, while maintaining tone and brand consistency. The result is faster campaign production without sacrificing quality.

2. Intelligent segmentation 

Traditional lead scoring relies on rigid, predefined rules. Copilot changes that by letting marketers build and refine segments with natural language through Query Assist in Customer Insights – Journeys, while predictive lead and opportunity scoring is handled on the sales side of Dynamics 365. Marketers can now streamline targeting and audience definition in Journeys, while Sales uses predictive models to prioritize follow-up.

3. Deeper campaign insights

Post-campaign, Copilot doesn’t just present numbers. It can:

• Optimize channel selection in Real-time Journeys with AI, choosing the best option based on your journey goals.
• Suggest and run A/B experiments, then guide you in comparing journey KPIs.
• Ensure compliance-friendly delivery through quiet hours and frequency caps.

This elevates marketing from reactive reporting to proactive decision-making.

Copilot Studio: tailoring AI to your business

While many out-of-the-box Copilot features deliver instant value, the real power comes from tailoring. Copilot Studio lets organizations build governed custom copilots connected to their data and workflows, with built-in data protection and controlled access to connectors, which allows organizations to:

• Build and train custom conversational agents, tailored to their unique needs, data and workflows.
• Deploy copilots to multiple channels and touch points.
• Apply data access governance and boundaries so copilots respect security policies .
  
  

At 9altitudes, we help organizations design their own Copilot agents to automate parts of the sales process, marketing journeys, and even downstream operations. This ensures that AI isn’t just a tool, but their tool, aligned to their processes and goals.

Technology alone won’t transform you

Copilot’s potential is huge, but only if organizations are willing to change how they work, make decisions, and govern data.

“AI will not invent your ambition,” says Jure Jesenovec. “If you’re only willing to automate email replies, you’ll only get value from that. Change your mindset, and AI can help you transform.”

That means treating AI adoption as a change management project, not a feature activation. It means defining where you trust Copilot to act autonomously – for example for drafting – and where human oversight remains essential – for example for approving and sending. And it means setting goals that go beyond admin efficiency to measurable business growth.

Getting started: practical steps for C-level leaders

1. Identify your pain points.
   Pinpoint where inefficiencies or missed opportunities occur in your customer engagement process.
2. Start with quick wins, but plan for growth.
   Use easy features like email summarization to build confidence, but keep strategic use cases in view.
3. Partner for perspective.
   Work with a team like 9altitudes to explore possibilities, challenge assumptions, and co-create AI agents that fit your business.
4. Integrate change management.
   Ensure people, processes, and governance evolve alongside technology.