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Case Study

How AMD Transformed Global Sales Operations with People.ai | Case Study

By improving visibility, enforcing consistent processes, and enhancing deal qualification, AMD achieved better pipeline hygiene, time savings, and proactive sales management at scale with People.ai.

Rituals

Forensics, Account Execution, Opportunity Management

CHALLENGES

Without an enforceable process AMD struggled with:

  • Lack of consistency in account planning processes
  • Varying sales methodologies across global regions
  • Limited visibility into deal progress for managers
  • Reactive rather than proactive coaching opportunities
  • Inefficient allocation of critical sales resources
  • Inability to replicate successful practices across regions 

RESULTS

Since implementing People.ai, AMD has experienced transformative results across their global sales organization:

  • Time Savings
  • Improved Sales Hygiene
  • Global Standardization
  • Growing Adoption

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About AMD

Advanced Micro Devices, Inc. (AMD) is a Fortune 500 global semiconductor company specializing in computing, graphics, and visualization technologies. With sales personnel distributed across more than 100 countries, AMD serves various industries including automotive, aerospace, oil and gas, and federal agencies.

Challenge

As a large global enterprise with sellers in over 100 countries, AMD faced significant challenges in standardizing sales processes and maintaining visibility across their distributed workforce. Sales teams in different geographies were each creating and using their own processes. They would often store their notes, account plans, deal qualification checklists, and other essential sales information in disconnected tools like spreadsheets, slide decks, and documents. 

"Before implementing People.ai, we had people operating out on the frontier doing things their own way, on their own timelines, with their own style of oversight and management," explained Reagan Lucas, Sales Process Coach at AMD. "That's not the way to run a business, and certainly not the way to run a publicly traded Fortune 500 company." 

Without an enforceable process AMD struggled with:

  • Lack of consistency in account planning processes
  • Varying sales methodologies across global regions
  • Limited visibility into deal progress for managers
  • Reactive rather than proactive coaching opportunities
  • Inefficient allocation of critical sales resources
  • Inability to replicate successful practices across regions

Solution

AMD implemented People.ai's platform to transform their sales operations, focusing on three key areas:

1. Standardized Account Execution

People.ai provided a structured approach to account execution for AMD's key accounts. Account teams meet quarterly to discuss what’s happening within the account, each person’s role in driving success, the biggest priorities for that quarter, and more—all by using People.ai to guide those conversations.  

 "Every single one of our key accounts in North America now has an account plan in People.ai," says Lucas. "It's been the catalyst for us to create a structured process across AMD."

People.ai’s Account Execution has enabled:

  • Creation of consistent account plans across all regions
  • Formation of dedicated teams for strategic accounts
  • Establishment of quarterly account team meetings
  • Easy export of relevant plan elements for executive discussions

2. Opportunity Qualification and Rep Coaching

MEDDIC scorecards in People.ai have revolutionized how AMD qualifies deals and coaches sales representatives. Deals over a certain dollar amount are required to build out a scorecard in People.ai and are an essential piece of the opportunity management process at AMD. AMD’s largest and most critical deals each quarter are escalated to VP and C-level sales leaders, who are able to review the details of the deal directly inside People.ai in Salesforce. That way, leadership has a deep understanding of the most important deals in the pipeline, and can provide specialized coaching to ensure those opportunities cross the finish line. 

People.ai also allows Lucas to provide more personalized, tactical coaching to his reps. "Using MEDDIC, I'm able to engage as a coach. Having the MEDDIC scorecard in Salesforce allows us to make Salesforce our source of truth,” explains Lucas. “I can easily see what’s happening in deals that are in-flight and provide coaching to my reps.”

This functionality has enabled AMD to:

  • Implement consistent opportunity qualification processes globally
  • Shift from lagging to leading indicators for coaching
  • Identify risks earlier in the sales cycle
  • Increase visibility for management and executives

3. Efficiency and Visibility Through People.ai

People.ai has dramatically improved visibility and efficiency across AMD’s sales org, allowing leadership to conduct regular revenue forensics within the org.  

"Our managers can easily cross-reference my top 10 key deals across my region, what deal stage they’re in, and which ones have MEDDIC scores," says Lucas. "I can do all of this in Salesforce in less than 30 minutes—it used to take me the entire afternoon to get that level of understanding and detail.”

This improved visibility has enabled AMD to:

  • Identify and fill engagement gaps in key deals
  • Reduce administrative overhead significantly
  • Scale visibility across operational and executive teams

Results

Since implementing People.ai, AMD has experienced transformative results across their global sales organization:

Time Savings

By reducing time spent on manual data entry by 75–85%, AMD’s sales org has significantly cut down on administrative work in Salesforce. With fewer hours spent on non-revenue-generating tasks, reps can focus more on engaging with customers and prospects—leading to better data quality, stronger pipeline coverage, and improved productivity across the team. “For a company our size, if you multiply those time savings by every rep, manager, and leader globally, People.ai basically pays for itself,” says Lucas.

“For a company our size, if you multiply those time savings by every rep, manager, and leader globally, People.ai basically pays for itself.”
Regan Lucas
“For a company our size, if you multiply those time savings by every rep, manager, and leader globally, People.ai basically pays for itself.”
Regan Lucas
Sales Process Coach

Improved Sales Hygiene

With better sales data, AMD’s leadership can be more strategic in how they manage and guide reps through in-flight deals. "Our sales hygiene has already come leaps and bounds in improvement," notes Lucas. "We are growing up as a business and People.ai allows us to run a much tighter ship. It's allowing us to provide proactive coaching around leading metrics rather than reactive feedback when the deal is already Closed-Lost."

Global Standardization

People.ai has enabled AMD to attain uniformity across their global organization, which Lucas describes as "very difficult for a company our size." The platform has helped AMD replicate good business practices across regions and create a consistent sales methodology worldwide.

Growing Adoption

The success of People.ai has created internal demand across AMD. "When people hear about it across the company, they want it," says Lucas. "People in our business units, product marketing, operational teams, and marketing all see it and want it. It's not from the perspective of a big brother looking over your shoulder, it's all about the visibility."

Looking Ahead

AMD is excited to expand their use of People.ai, particularly by deepening their usage around the Revenue Forensics ritual. "We are working on building out better reporting and dashboards in People.ai and that is going to be critical for us," says Lucas. "Our leadership that has seen it are saying, 'How fast can we get it implemented? We need this yesterday.'"

AMD anticipates that People.ai  will further reduce administrative overhead by automating data capture from calls, meetings, and contacts, allowing sales representatives to focus even more time on customer engagement rather than manual data entry.

"We cannot wait," concludes Lucas. "The next big frontier for us is increased visibility and  increased efficiency for our sellers—People.ai is going to help us get there."

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