In new Dynamics AX offensive, narrow view of SAP could hurt Microsoft's case

Microsoft recently launched a campaign aimed at selling SAP customers on the benefits of including Dynamics AX in their global ERP strategy, particularly if they have to unify multiple business units across different geographies.

Microsoft has argued for the value of a two-tier ERP strategy for several years, calling it a key piece of its enterprise strategy. But in this new campaign the Dynamics AX marketing team appears ready to throw a few more pointed barbs at their competitor, like highlighting a reported failure of a massive ERP solution at Avon that had an SAP back end. 

So, will these particular tactics arm Microsoft and its partners with the ammunition they need to win in more enterprise accounts? Or do they run the risk of fighting the wrong battles?

Avoiding monoliths

One concern with the argument about monolithic systems is that SAP solutions have diversified over the last few years. In other words, Microsoft and its partners shouldn't become blind to the fact that SAP is a multi-product company, according to Cindy Jutras, president of strategy and research firm Mint Jutras.

"I think there are two aspects to it," Jutras explained in an interview. "Microsoft and Microsoft partners, just like a lot of other vendors, view SAP as a single entity and a single solution. They point to all of the statistics about million dollar implementations and [how long it took] to implement, etc. But ...