If you can do it, a really powerful thing is to connect sources of data. For example, if you have databases or CSV files with market research survey responses, UX testing data, website usage data, sales data and helpdesk call logs, you can put them all into Power BI and spot patterns in the data.

For example, Joe Bloggs (a high-value client) called the helpdesk angrily because he couldn't get information from the website. The website was down yesterday, and you know from research that the particular page he was trying to reach has a poor user experience.

You know from market research that what he really wants is to have the information sent to him in a digestible format rather than having to retrieve it from the website.

You could then have a member of the sales team contact him to do a more thorough analysis of his individual needs in terms of the pushed-to-him solution he wants, which would make him feel validated and valued, and might turn into valuable future sales.

Market research and UX colleagues could then investigate how and whether the solution that would work for him could be broadened to solve other users' problems.