EY is rethinking how CRM works by combining Microsoft Dynamics 365 Sales with the Sales Agent in Microsoft 365 Copilot. Instead of treating CRM as just a system of record, EY is using these tools to make CRM feel more like a digital sales assistant. With Dynamics 365 Sales as the core CRM and Sales Agent in Microsoft 365 Copilot layered on top, sellers can interact with customer data in a more natural way—inside the Microsoft 365 tools they already use. The goal is to make CRM less about manual updates and more about supporting real sales conversations and relationship-building.

EY’s approach uses Dynamics 365 Sales as the central source of customer and opportunity data, while Sales Agent in Microsoft 365 Copilot helps capture and surface that information where sellers work every day. Instead of typing the same details into multiple places, sellers can: - Use Copilot to summarize interactions and update CRM records based on existing data. - Pull CRM insights directly into Microsoft 365 apps, reducing the need to switch systems. This setup is designed to cut down on repetitive data entry so sellers can redirect more of their time toward customer conversations and relationship management, rather than administrative tasks.

By following EY’s example of combining Dynamics 365 Sales with Sales Agent in Microsoft 365 Copilot, sales organizations can expect several practical benefits: - **More time for selling:** Automating and simplifying data entry allows sellers to focus more on customer engagement and less on admin work. - **Better use of existing tools:** Because Sales Agent works within Microsoft 365, sellers can access CRM insights in the tools they already use daily, which can improve adoption and consistency. - **Stronger customer relationships:** With easier access to up-to-date customer information and context, sellers are better equipped to prepare for meetings, follow up promptly, and maintain ongoing relationships. Overall, this approach helps reshape CRM from a static database into a more integrated, assistant-like experience that supports day-to-day selling activities.