Case Study

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

January 19th, 2023
With contributors:
Cristina De Martini , Ella Sullivan , Kate Pierpont


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.