Microsoft elevates Dynamics CRM Online, calling it third core element of business cloud services

As Microsoft hinted at recently, Dynamics CRM Online is gaining importance in the company's business strategy. And at WPC 2014 this week they are rolling out new initiatives to support partners in selling and implementing the product. Microsoft officials are also expected to embrace CRM Online as the company's third core cloud business, joining Azure and Office 365 at the highest level of visibility.

Microsoft is expected to announce today that Dynamics CRM revenue has continued with double digit growth through 40 consecutive quarters. And CRM Online subscription revenue per partner doubled over the past two years.

In other product performance news, Office 365 grew more than 100% year-over-year for the last 14 quarters. And Azure is seeing accelerated growth.

Microsoft reports it is making improvements for partners that sell Dynamics CRM Online. First is a new "Cloud Business Applications" competency for partners selling CRM Online. Holloway writes that the new competency "will provide the support, benefits and incentives partners need to grow their Microsoft Dynamics CRM Online business."

Dynamics CRM Online will also be added to Microsoft's Open Licensing program. This means that Microsoft customers who use Open Licensing will have easier access to a Dynamics CRM implementation expert. That's because Open Licensing partners will now be incentivized to include Dynamics CRM resellers to manage a CRM Online sale.

Dynamics vice president Doug Kennedy explained that Open Licensing is significant for the Dynamics CRM channel.

"It creates a whole ecosystem into a lead generation engine that CRM partners can align with. CRM partners will still be the selling entity, [Open Licensing] resellers will be the license entity.  Distributor gets paid, and resellers gets paid for transacting the license."

"This represents a ...