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Marketing in Microsoft Dynamics 365: New directions for enterprise, SMB

by Jason Gumpert
October 16 2016

Microsoft will end new sales of Dynamics Marketing (MDM) starting November 1 2016, but existing customers of the product will not lose support or the ability to renew.

In a new interview, Microsoft has explained that earlier guidance communicated to partners about ending support for both MDM and Parature was inaccurate, and that they have not actually set a date for ending support of either product.

The end of MDM's life on the price list signals a new era in the marketing value proposition as Microsoft readies the launch of Dynamics 365. Similar to the Parature concerns, the fact that MDM ran on a separate technical platform hurt its uptake. Dynamics 365 program manager Param Kahlon explained:

"We were hearing from customers that they like the breadth of capabilities but don't like it living in its own environment, its own field set to manage, its own extensibility paradigm, and lack of parity with data centers - the same concerns [as Parature]."

The future is focused on bringing marketing capabilities into the context of Dynamics 365 apps for SMBs and large enterprises.

Microsoft recommends Adobe Marketing Cloud for enterprise B2C marketing

Microsoft has had a relationship with Adobe since 2015 but recently strengthened it with a new agreement through which Adobe will rune more of its Marketing Cloud on Azure and Microsoft will offer Marketing Cloud as a primary component of the Dynamics 365 Enterprise marketing app story.

Adobe's solution will play a part especially in the area of B2C marketing, says Kahlon.

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About Jason Gumpert

As the editor of, Jason oversees all editorial content on the site and at our events, as well as providing site management and strategy. He can be reached at

Prior to co-founding, Jason was a Principal Software Consultant at Parametric Technology Corporation (PTC), where he implemented solutions, trained customers, managed software development, and spent some time in the pre-sales engineering organization. He has also held consulting positions at CSC Consulting and Monitor Group.

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