Dynamics Introspective: What Is Microsoft’s Next Big Bet On Dynamics CRM Success?

Most Microsoft partners seem to agree that Microsoft is now fully invested in its transition to the cloud. But is the company doing enough to make that bet pay off for the partner channel? The massive LinkedIn deal was one signal that CEO Satya Nadella is willing to do even more to bring the company's stance in line with his vision. For Dynamics CRM resellers and distributors, the need for continued guidance on product management, pricing and packaging, and on optimal services delivery, is as great as ever.

While another deal as big as LinkedIn seems unlikely, other acquisitions and meaningful deals continue to get done at Microsoft. More purchases related to Dynamics CRM and AX could give either product a big boost. While Marketo seemed plausible as a marketing play, it didn't happen. And the Dynamics CRM team is now working through its existing backlog of acquired IP, much of it XRM-friendly, and some of it not.

Do Competitive Pressures Clarify Priorities?

If there is one place to look for hints of where Microsoft might go next with CRM, it is San Francisco-based frenemy Salesforce. The CRM market leader has managed to turn up the pressure in the last year in terms of functional reach, making important acquisitions in the areas of commerce (Demandware), and CPQ/Quote-to-Cash (