Microsoft's new push for Dynamics Marketing renews discussion on Dynamics CRM marketing solution choices

Dynamics Marketing, initially released in early 2014 after the 2012 acquisition of MarketingPilot, is still a young product within the Dynamics CRM product line. Until now, ISVs with similar offerings haven't really felt the pinch, according to attendees at last week's eXtremeCRM 2014 event in Las Vegas. But with Microsoft gearing up for the release of CRM 2015 and related updates to Dynamics Marketing, the future plans appear to be creating more questions about the future of this segment of the Dynamics CRM channel.

The Dynamics Marketing plan

Dynamics Marketing was promoted - and explained - in a number of sessions and keynotes at eXtremeCRM 2014. One such session, "How to Sell Microsoft Dynamics Marketing," was geared toward encouraging partners to adopt the product. It was presented by Thomas Manders, managing director of the consulting firm Coffee + Dunn, which specializes in marketing resource management, including implementing solutions that use Dynamics Marketing. The firm was hired by Microsoft Dynamics to help educate partner ISVs on selling the solution.

"The goal for Microsoft is to get more people involved (with Dynamics Marketing)," he said. "Microsoft has made an investment...They believe by owning the solution, they created added value."

Manders contrasted the wide spectrum of functionality, noting that Microsoft is focusing on making Dynamics Marketing an integrated solution with Dynamics CRM in an effort to appeal to enterprise users. But the message is now that Dynamics Marketing "can also scale down," as  Manders explained to event attendees.

"You can certainly implement a portion of the functionality (of Dynamics Marketing), ...