Following Microsoft’s recently disclosed alliance with AI sales software provider Gong, executives from the two companies took a deep dive into how users of Microsoft Copilot and enterprise applications can accelerate sales performance through the companies’ integration work.
The two firms disclosed in May that they’re working to deliver AI-driven sales data from Gong into Copilot, Microsoft 365, Teams, Outlook, and Dynamics 365. They’re also enabling customers to use Microsoft Copilot Studio to create and deploy AI agents that automate tasks and workflows in Microsoft 365 while leveraging Gong data.
Their work involves developing a Microsoft Graph Connector for Gong, which brings Gong customer interaction data into Graph and therefore Microsoft’s software ecosystem. Graph provides access to data stored across Microsoft 365 services; custom applications can use the Graph API to connect to data and use it in those apps.
As Microsoft Corporate Vice President Bryan Goode explained during an online event last week, Microsoft aims to maximize the amount of data that sales teams can tap into for better decision making, and Gong is one powerful source of data.
Goode called Microsoft Graph “the largest collection of institutional work memory that exists in the world today” — it’s being expanded by 2 billion files and 2 million new websites every day. “When you can connect that with customer conversation data [from Gong], you truly have unique insights,” he said.
Emily He, Chief Marketing Officer of Gong, added: “The goal is really to remove friction from everyday workflows to help sellers take actions faster with less manual effort.” Sales reps can now get instant access to conversation summaries, action plans, risk alerts, and even competitive objections right inside Outlook, Teams, or Copilot without having to switch between applications.
Integrated Functionality
The two companies provided additional visibility into how they’re delivering on these objectives and what specifically the integration will unlock for sales teams.
Those Microsoft Copilot or apps users leveraging the new Graph connector will be able to review data in their enterprise apps and, where desired, click into Gong to see additional context such as conversations and activity history. They’re deepening integration with Microsoft Dynamics to bring rich customer interaction data directly into Dynamics for cleaner reporting, faster prep, and better, more timely decisions without requiring manual updates or switching between platforms.
A demo of the integrated functionality highlighted how a sales rep can see a summary of deal details and follow-up action items in their Microsoft applications, with that detail pulled from Gong call summaries and CRM. Microsoft 365 Copilot pulls in summaries from each interaction and helps them quickly catch up and focus on next steps, without the need to take notes or perform CRM updates.
Copilot can assist salespeople by flagging concerns raised by a customer in a call, with Gong providing context as it drafts a follow-up email while also including the customers’ concerns and proposing next steps to address them.
Gong also has context from previous interactions across a given account, from sales calls to team meetings to messages from LinkedIn Sales Navigator. Salespeople can filter by type of activity or find other calls they many want to review before finalizing their followup communications.
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Custom Sales Agents
Microsoft and Gong officials also emphasized the opportunity they’re giving customers to create custom agents that automate key functions in the selling process, with those agents built using Copilot Studio. They do so by connecting Gong to Copilot Studio so Gong can function as a knowledge source.
Such agents could be used to automatically send sellers a weekly update on their top deals, flag at-risk deals or summarize pipeline changes, as well as trigger followup actions or communications.
The collaboration with Gong is a clearcut example of how Microsoft is building a software and partner ecosystem around Copilot. “We’re making it very easy for end users or IT professionals inside companies to start to work with a variety of different agents based on whatever they’re trying to achieve as part of their workflow,” Goode said. That includes building an agent store for access to partner-developed AI software.
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