Developed by Microsoft and Dynamics Communities, each of the five modules of the Biz Apps Partner Digital Summit delivers executive insights, plans, and ideas that System Integrators (SIs) Consultants and Independent Software Vendors (ISVs) can put to work for their business. Each module features Microsoft leadership explaining the “why” behind these initiatives and programs, and business applications partners defining how they’ve successfully been put to work.
Module 4 of the Biz Apps Partner Digital Summit, “AI, Copilot, & ISV Success Programs,” included a deep dive into the ISV category, understanding what opportunities are available for ISVs and identifying the most compelling programs available to those in the Microsoft business applications ecosystem.
In this session, John Siefert, CEO, Dynamic Communities chatted with Jerry Weber, Senior Product Marketing Manager, Microsoft, about how ISVs can scale their businesses.
Listening and Adapting
Overseeing the ISV program, Weber has learned that listening to customers is critical. Over the span of his career, Weber noted, as a product marketer, “You have to get help where you need it and move forward with open ears, listening to your customers – those types of basic needs of your customers are always important no matter where you are in technology.”
At the rate the technology industry is evolving, especially with the rapid pace of generative AI, paying close attention to customers is more important now than ever before to ensure they’re advancing with the technology. “AI is driving the future of our industry as a whole…It’s no longer a novelty; it’s becoming a critical need and this inflection point we’re all changing and adapting toward.”
ISV Programs
Weber fills the role of overseeing a program with ISVs in business applications. He described the concept of these programs with the terms “repeatable” and “scalable.” These programs provide access to the capabilities that help individuals scale their business, whether on the developer side or the marketing side. Partners come into the program with their own areas they’d like to focus on. “We try to make the program be able to be adaptable to their needs and help them go to market with Microsoft, both from a technology perspective and on our platform as a whole, but also on the GTM and marketing perspective,” Weber said.
The Power of Copilot
The introduction of Copilot and AI agents has painted a new picture of what it means to be in enterprise technology and opens opportunities for ISVs and partners. Weber shared that Microsoft and its leadership talk about Copilot as “the UI for AI.” It’s a shift from traditional applications as a new state of interaction with business users. They have the opportunity to user this assistant and adapt it to their needs in every corner of their jobs.
Copilot entering the business landscape has introduced not just a technological shift but also a mindset shift. From a partner perspective, Weber explained, “Agents refer to third-party agents designed for the customer by the partner as part of extending your business using Copilot.”
Models for ISVs
Microsoft provides various licensing and go-to-market options for ISVs to package and monetize their offerings. Through a commercial marketplace and an app source, Microsoft supports offer types including Dynamic CE and Business Central as well as SaaS. Partners have built through those offer types and list them on Microsoft’s commercial marketplace, Azure Marketplace, and AppSource. Additionally, Copilot and agents can be packaged into offerings.
Weber reviewed, “You’re going to monetize or license through your SaaS application. You’re going to distribute your agent, and so you’re going to get the power of your AI solution built on Microsoft to your customers, and you’re going to be able to license. You can do that again through Microsoft, including Microsoft doing the billing for you. So, all of that’s available today. Granted, we’re going to continue to work on improvement and how that works, and how that onboarding process, certification – all those things that get your offers into the system and available – but that’s there today.”
First Steps
The ISV Hub and App Advisor are good starting places. The ISV Hub can serve as a resource to browse, absorb, and gain helpful information to make decisions. App Advisor is built in partnership with the ISV Success Program to support those who need a one-stop shop to help on the build side.
If you have any questions or need further guidance, Jerry Weber can be reached at jerald.weber@microsoft.com or connect on LinkedIn.
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