You produce leads. The question is what turns into cash.
Between the first click and the signed contract, most of the value quietly disappears — in data silos, in handovers to sales, in campaigns nobody can attribute. That gap is where AI pays off.
Free, no obligation, no follow-up required.
Marketing stops thinking in campaigns
The classic model: build a list, send a campaign, wait, report. Everyone works in batches, and the customer feels it. What replaces it is not a bigger campaign — it is a system that reacts to one person at a time.
Campaign thinking
- Segments are built by hand, in a data model only two people understand.
- The journey is planned once and then runs, no matter how the customer behaves.
- Marketing hands over MQLs. Sales quietly ignores most of them.
- Reporting shows opens and clicks, not contribution to revenue.
Orchestrated journeys
- You describe the target group in plain language; the system builds the segment logic.
- The journey branches in real time on actual behaviour — opened, ignored, visited, bought.
- The handover to sales carries the full context, and only fires when intent is real.
- One marketer can deliver what used to take a whole team.
Marketing is not judged on reach any more. It is judged on how much of the pipeline it can honestly claim.
What the agents actually take over
Available today in Dynamics 365 Customer Insights. Nothing goes live without your approval — the agent proposes, a human decides.
Journey Creation Agent
You describe the campaign in a sentence — goal, audience, timeline. The agent proposes a complete journey: steps, timing, branching, channels, content. You review it visually and publish when it fits.
Query Assist
An ordinary sentence about who you want to reach becomes working segment logic — without anyone needing to know the data schema.
Conversational Journeys
Journeys, Contact Center and agents from Copilot Studio work together: the customer can answer, ask, and be helped inside the journey instead of being talked at.
Basis: Dynamics 365 Customer Insights – Journeys, 2026 release wave 1. Journey Creation Agent is in public preview, Query Assist and conversational journeys are generally available. Governance, guardrails and processing limits are configured centrally in the Dynamics 365 AI Hub and stay inside your own Microsoft tenant. Documentation: Microsoft Learn.
What it is worth — and why most attempts fail
The upside is well documented. So is the failure rate. Both numbers belong on the same slide.
The difference between the first two numbers and the third is almost never the tooling. It is whether the data foundation was built before the campaigns started, and whether marketing and sales agreed on what a qualified lead actually is. That is where we start.
What does that mean for your funnel?
Five inputs. The calculator applies improvement rates within the range McKinsey documents for personalisation — applied to each stage of your funnel.
Heute aus diesem Funnel: —
Model: improvement rates applied to qualification, sales acceptance and win rate. The compound effect stays inside the 5–25 percent revenue range McKinsey documents for personalisation. An orientation, not a promise.
The foundation decides everything
Agents are only as good as the customer picture underneath them. Which is why we build in this order — and not the other way round.
One customer picture
Data from CRM, web, shop, service and events is consolidated into a single profile per person. Without this, personalisation stays a guess and every AI answer inherits the gaps.
Orchestration
On top of that picture, journeys react in real time across email, SMS, web and contact centre. This is where the agents work, and where content gets personalised per person instead of per list.
Handover and proof
Qualified intent flows into Dynamics 365 Sales with its full history. From there you can finally trace which campaign contributed to which closed deal.
For the data layer we work with Microsoft Customer Insights – Data and, where Swiss hosting, fast time-to-value or a strong engagement and loyalty toolset matter, with yawave — a Swiss customer data platform and marketing engine. Ambit Group has been a partner of yawave since February 2026 and handles strategy, architecture and integration into CRM, ERP, Power Platform and Microsoft Fabric. Which of the two fits you depends on your starting point; that question belongs in the first conversation, not into a sales pitch.
From idea to number in three steps
No big-bang project. You will see early whether this holds up — and exactly where.
Establish the baseline
We walk your funnel end to end: where leads go cold, how clean the data is, and what marketing and sales each mean by a qualified lead.
Workshop: target picture and business case
One structured day. Maturity check, live demo of the agents on your own topics, prioritised use cases and a number you can take to the board.
Pilot on one real journey
One segment, one journey, measured against pipeline — not against open rates. You only scale once the pilot delivers.
Consolidating data is the easy part. The real work is translating it into experiences a customer actually notices — and that show up in the numbers.
More than 25 years in CRM, marketing and CX transformation, partner at Ambit Group. In the first call you speak with me directly — not with a sales team.
One day that creates clarity
Most CX initiatives fail not because of technology, but because goals, processes and value were never made explicit. The workshop puts strategy, the business and IT at one table — with the agents live.
Marketing workshop
From audience to attribution. Journeys, segmentation and the CDP foundation — applied to your own campaigns and your own data.
To the workshop offeringAI in CRM workshop
From copilot to autonomous agent: use cases, data foundation and governance. For when you want to know what holds up and what does not.
Programme as PDFGeneral CRM workshop
Customer relationships rethought — end to end and AI-first. A defensible basis for decisions instead of gut feel.
Programme as PDFQuestions we get asked before the first call
Short, direct answers. Anything specific to your situation belongs in the 30 minutes.
What does it cost to get started?
The intro call takes 30 minutes, is free and without obligation, and no follow-up is required. After that you decide whether a workshop makes sense. Effort and terms for workshop and pilot depend on your starting point and are agreed transparently up front.
Does our data stay inside our own Microsoft tenant?
Yes. The AI capabilities in Dynamics 365 Customer Insights run inside your own Microsoft tenant. Governance, guardrails and processing limits are configured centrally in the Dynamics 365 AI Hub.
Does the AI decide on customer communication by itself?
No. Nothing goes live without your approval — the agent proposes, a human decides. That applies to segments, journey logic and content alike.
Do we need Dynamics 365 to get started?
For journey orchestration, Dynamics 365 Customer Insights – Journeys is the basis we refer to. On the data layer we work with Microsoft Customer Insights – Data or with yawave, a Swiss customer data platform. Which option fits depends on your starting point — that question belongs in the first conversation, not into a sales pitch.
Our data quality is poor. Does AI even make sense then?
That is the most common reason initiatives fail — and the reason we start with the foundation, not the tooling. What matters is whether a consolidated customer picture exists and whether marketing and sales agree on what a qualified lead is. Both are clarified in the workshop, before you invest.
How does a project actually run?
In three steps: first, establish the baseline by capturing today's funnel metrics. Second, a one-day workshop for the target picture and business case. Third, a pilot on one real journey where the revenue contribution can actually be measured.
Who is behind lead2cash?
lead2cash is an offering by Ambit Group, Microsoft partner for Dynamics 365 in Switzerland, Germany and Austria. It is led by Christian Schipp, CX Transformation Advisor and Partner.
Are the numbers in the funnel calculator reliable?
The calculator shows orders of magnitude, not commitments. It applies realistic improvement ranges for orchestrated journeys to your own inputs. What is actually achievable for your company only emerges from the baseline.
30 minutes. After that you will know where you stand.
No pitch, no demo. We go through your funnel and I tell you plainly where AI will pay off — and where it will not. Just pick a slot.