Microsoft 365 Copilot for Sales and Marketing

Overview

Copilot for Marketing & Sales is a practical, hands-on course designed to help marketing and sales professionals unlock the transformative potential of Microsoft 365 Copilot. Through real-world use cases, such as consumer segmentation, campaign planning, image creation, and activity optimization, participants learn how to integrate Copilot into their workflows to accelerate insight generation, streamline content creation, and optimise performance. The session provides guidance on adopting a human-first approach, ethical considerations, and readiness for future AI developments, equipping learners with the mindset and skills to experiment confidently and lead Copilot-driven use for marketing & sales activities.

Prerequisites

Participants should have:

• Basic familiarity with accessing Copilot and using simple prompts.
• A foundational understanding of Microsoft Office 365 (Word, Excel, PowerPoint).
• No specialist AI or technical skills are required.

Target audience

Sales and marketing professionals at all levels of seniority, with basic awareness of generative AI but unclear on how to apply it specifically in marketing and sales contexts.

Objectives

By the end of this workshop, learners will be able to:

1. Strategically evaluate and articulate the transformative potential of Microsoft 365 Copilot in marketing.

• Critically assess how Copilot integrates with Microsoft 365 tools to drive innovation, productivity, and measurable business outcomes across the marketing function.
• Benchmark Copilot’s capabilities by comparing its features and impact with both traditional marketing tools and other AI technologies, enabling informed decisions about tool adoption and value.

1. Design and implement advanced, real-world marketing solutions using Copilot across the marketing lifecycle, from market analysis and strategy development to campaign execution and performance optimisation.

• Apply Copilot to generate actionable insights, automate complex workflows, and create high-impact content at scale.
• Select and adapt Copilot use cases to solve diverse marketing challenges, including segmentation, customer journey mapping, creative development, and ROI analysis.
• Troubleshoot, refine, and optimise Copilot-driven processes for continuous improvement.

1. Lead responsible, ethical, and future-ready adoption of Copilot and AI in marketing.

• Identify and address the limitations, risks, and ethical considerations of Copilot and AI-powered marketing.
• Anticipate and leverage emerging trends (such as Copilot agents, generative AI, and hyper-personalisation) to maintain a competitive edge.

Outline

09:30 Welcome

Informal introductions, ‘housekeeping’, learning objectives and the course flow/timings.

09:40 Context & Learning Needs Check

Introduction of the principles that underpin the workshop, including ‘Human First, Human Last’

10;00 Use Case 1 – Consumer Segmentation

Participants follow the trainer through a simulation to identify Consumer or Customer segments within a market, using Copilot in Excel. The simulation starts with a basic use of Copilot and progresses to expert use of Copilot.

11;30 Use Case 2 – Campaign Planning

Participants follow a demonstration from the trainer, and then practice themselves, to create campaign ideas using Copilot in Word, then to build a retailer pitch presentation using Copilot in PPT, and finally to builds a sales forecast using Copilot in Excel.

14:00 Use Case 3 – Image Creation

The learners are tasked with creating mock visuals to support a potential product launch. The trainer demonstrates the approach and then learners practice applying simple and more advanced image generation prompts, using Copilot chat.

14:45 Pause & Reflect: AI Ethics & Copyright

Participants are introduced to the ethical and copyright risks of image generation, and challenged to refine their image prompts to minimise these risks.

15:15 Activity 4 – Activity Optimisation

Participants learn how to use Copilot to optimise activity ‘in real time’ The trainer demonstrates the use of Copilot in Excel for this challenge, and the pros and cons of using Copilot in Excel versus Copilot chat. Learners then practice the different approaches and use Copilot to produce recommendations and an executive summary in PPT.

16:00 Pause & Reflect: Gen AI Future Readiness

Participants are walked through the 4 phases of Generative AI adoption, and challenged to think about where they are today on the adoption curve and the actions they should take.

16:15 Copilot for my role

Participants use Copilot to help them capture and communicate what they will do, as a result of attending this training course, to more deeply embed the use of Copilot into their work

Exams and assessments

There are no formal exams or assessments in this workshop. Participants complete interactive exercises to demonstrate their understanding and practical application of Copilot in marketing and sales contexts.

Hands-on learning

This workshop includes:

• Live demonstrations and guided exercises across Microsoft 365 tools
• Scenario-based activities simulating end-to-end marketing and sales processes
• Peer collaboration and feedback on Copilot-driven campaign planning and reporting
• Practical reflection on ethical and responsible AI use in marketing contexts