Case Study

Microsoft: AI And Cross-Functional Alignment Drive Global Demand Center Results

January 19th, 2023
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Cristina De Martini , Ella Sullivan , Kate Pierpont

Summary

Revenue development functions sit at the critical juncture between marketing and sales organizations. Their success or failure dramatically impacts the entire revenue engine. Over the past decade, various technologies have been deployed to improve the productivity of this function, but most organizations still struggle to drive consistent, sustained productivity improvements. To optimize results, organizations must not only prioritize the best opportunities for follow-up, but also properly motivate and enable the calling teams. In this case study, we examine how Microsoft achieved dramatic improvements in conversion rates through a combination of machine learning technology and rep enablement.

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