COSMO CONSULT quadruples sales pipeline with Dynamics 365 and Copilot Studio

Unifying global teams around a shared sales strategy 

COSMO CONSULT is one of Europe’s leading Microsoft partners, specializing in enterprise resource planning (ERP), customer relationship management (CRM), and digital transformation. Headquartered in Berlin, Germany, the company operates more than 50 offices across 20 countries and employs approximately 1,600 people. 

As the company grew, its internal systems did not scale with its business. By 2020, COSMO CONSULT realized it wasn’t applying the same integrated, modern approach it delivered to customers. Peter Dibbern, Chief Marketing Officer at COSMO CONSULT, led a shift to a unified strategy and systems. “When we started this journey, we didn’t see many examples of combining Dynamics 365 capabilities. I thought, if no one else is doing it, I want to do it—and bring this strategy to our customers,” said Dibbern. 

Dibbern and IT Business Partner & Product Owner Markus Lischka realized the benefit of external perspectives and brought in Maximilian Breitinger, as Global Process Owner for Customer Centricity. The team then consolidated fragmented systems and built a centralized sales and marketing engine on Microsoft Dynamics 365 Sales, Dynamics 365 Customer Service, Dynamics 365 Customer Insights – Journeys, Dynamics 365 Project Operations, and Microsoft Power Platform. The company later extended the platform with Microsoft Copilot Studio.

Growth exposes the limits of fragmented systems 

As the company grew from 500 to more than 1,000 employees, its sales and marketing tools did not keep pace. Sales teams worked across isolated databases, limiting visibility and collaboration. Marketing operated separately from the systems that sales teams relied on. The company had outgrown an architecture designed for smaller, independent offices. As Peter Dibbern explains: "If you have two products that have to talk to each other and they have different philosophies, then you are in trouble if you want to have a seamless, integrated process.”

Sales representatives spent significant time on manual data entry, and pipeline reporting required workarounds. Lead follow-up could take a week or longer, as contact details often remained in notebooks or scattered notes instead of being captured in a central system. "We were not able to analyze the data in a meaningful way. We always had to rely on workarounds," says Dibbern. The organization needed a new operating model, built on shared data and connected processes that could scale across regions and functions. This shift marked the move from disconnected tools to a single, shared platform for managing the entire customer lifecycle.

From unified data to AI-enabled processes

COSMO CONSULT’s transformation was a phased, strategic journey rather than a single deployment. Over seven years, the company brought each business function onto a shared platform, starting with sales and expanding into marketing, service, and project operations.

The journey began by consolidating regional sales systems into a single Dynamics 365 Sales instance, improving visibility and standardizing pipeline management. Marketing and customer service capabilities followed, creating a shared data foundation across customer interactions. More recently, the company expanded into project operations and integrated Microsoft Partner Center into the environment, improving co-sell workflows and funding tracking. 

With this foundation in place, COSMO CONSULT introduced AI agents built with Copilot Studio, marking a shift from integrated systems to AI-driven processes. The company focused on targeted scenarios that delivered clear, measurable business value.

As Copilot Studio matured, it enabled deeper integration across the Power Platform. "That was a turning point," Lischka recalls. "We now have the capability to trigger AI functionality based on events happening in our environment." This shift allowed the team to embed AI directly into day-to-day processes rather than introducing standalone tools that users had to learn and adopt separately. 

For Lischka, the value of the platform goes beyond technical capability. “The Power Platform reduces technical complexity, which is critical. When you build these solutions, you need to focus on people.”

Embedding AI into everyday work

Each agent idea originated from the line of business, not from IT. "It’s not something that IT is coming up with and says, let’s implement some AI," explains Dibbern. "The initiative often comes from someone who sees a pain point." Four AI agents are now in production, each addressing a specific task with clear business value.

Data Health Assistant

Built within a Dynamics 365 Sales agent experience, this agent checks account records against internal data rules and identifies missing or inconsistent information. It guides users on how to resolve issues, while keeping a human in the loop. Data-related requests to central teams have dropped significantly, and most accounts now meet top-tier quality standards. “The Data Health Assistant reduced my support requests from 5–10 per week to just 1–2 every two weeks, while making it easier for users to resolve data issues themselves,” says Breitinger.  The agent advises, but the user decides whether to act. 

Text2Lead Agent

This agent addresses a common problem: sales representatives returning from trade fairs with business cards and handwritten notes that could take up to a week to enter into the CRM, if they were entered at all. Now, a seller types a few lines of unstructured notes into Microsoft Teams, and the agent converts them into a structured lead in seconds. Using AI prompts and Copilot Studio workflows, it matches leads to existing accounts where possible and creates new records when needed. The entire process takes seconds. Live since April 2026 and already shared with the broader sales organization.

Expense Mapping Agent

When an employee submits an expense, the agent reads the description and links it to the correct task in Dynamics 365 Project Operations. There’s no manual step and no separate interface for the user. Previously, the team either exported every project task into the expense system or maintained a complex integration. Both approaches were time‑consuming and fragile. The agent replaced all of that. The solution was built in just two days using Microsoft Copilot Studio. It runs in the background and doesn’t require a front end, but it removed a real operational headache and simplified the entire expense process.

Fund Eligibility Checker

Microsoft partner incentive programs change often, and keeping up with the rules was a real challenge for Cosmo Consult. With 60 to 80 different funding engagements available, the company’s 200-person sales organization previously spent up to a quarter understanding the updated guidelines. During that time, eligible funding often went unclaimed. "We wanted to shorten the adoption time for new guidelines," says Dibbern. This agent analyzes opportunity data and compares it with the current funding guide. For each deal, it identifies applicable incentives, so sellers no longer need to interpret the rules themselves. 

Lead Recorder

Beyond these four use cases, the team also extended the Text2Lead Agent into Lead Recorder, a Power Apps mobile app used at trade fairs. The app captures photos and audio recordings in real time, so leads don’t get lost or delayed. AI is also used behind the scenes to clean and standardize data—for example, mapping job titles into a consistent taxonomy for segmentation. For Lischka, one principle guides every deployment: "It’s not only about the capability of your agent, but also about embedding it seamlessly into your user journey. And that’s the particular strength we find in using Copilot Studio."

Scaling sales and pipeline performance

These changes led to measurable improvements across the sales funnel. For Maximilian Breitinger, the change is most visible in what no longer interrupts his day. Requests related to data quality have dropped by 80%, and 96% of relevant accounts now maintain top-tier quality. Data governance has shifted from a bottleneck to a self-service capability.

Sales and marketing alignment

Standardized processes and shared data improved performance across the funnel. MQL-to-SQL conversion (the percentage of marketing leads accepted by sales) increased from 11% to 17% between 2024 and 2025. SQL rejection rates (leads declined by sales) fell below 3%, confirming higher lead quality. SQL-to-opportunity conversion nearly doubled, from 38% in 2024 to 70% in 2025. This reflects stronger alignment between sales and marketing teams.

The average ERP sales cycle length decreased by 53.4% from 2024 to 2025, driven by better-qualified leads, richer context, and fewer handoff delays. Won pipeline growth for new Business Central customers grew 19.6% from 2024 to 2025, with a further 22.1% increase expected in 2026.

At the aggregate level, pipeline volume in the German-speaking region grew from €30 million in 2022 to €124 million in 2025—a fourfold increase achieved with fewer marketing staff. Sales grew approximately 20% year over year, and new customer acquisition exceeded €10 million annually. Improved data quality enabled the team to map 92% of opportunities to their Ideal Customer Profile, ensuring growth was both larger and better targeted.

Agentic impact

The Text2Lead Agent saves 5 to 7 minutes per lead captured—a significant gain given that COSMO CONSULT processes more than 2,000 event leads annually in the DACH region. Lead data that once remained in notebooks for up to a week now flows into Dynamics 365 within seconds of a conversation ending.

Dibbern reflects on the scale of the transformation: “We had a recession for four years in Germany, yet we managed to quadruple pipeline volume during that period.”

On the IT operations side, Lischka highlights that the Power Platform architecture supports continuous updates, approximately every four weeks. This operational efficiency frees the IT team to focus on enablement and process innovation rather than system maintenance.

Expanding AI-driven automation across finance and beyond

COSMO CONSULT is extending this model into finance with Dynamics 365 Finance and Supply Chain Management using the ERP integrated dual write approach that unifies Dynamics 365 Sales and Project Operations with Finance and Supply Chain processes in the power platform. Additional agents for ticket analysis, ICP identification, and business model canvas generation are planned for mid-2026.

Dibbern sees this journey as a "Customer Zero" example for Microsoft partner ecosystem, demonstrating that the agentic sales and marketing are operational—not theoretical. As a Customer Zero organization, the company uses Microsoft AI technologies internally to transform business processes, employee experiences, and operations, generating proven business value and insights that help guide customer engagements. The company plans to expand its proven German-speaking region playbook, extending the same platform strategy, scoring models, and AI agents across all 20 countries.