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User Group Summit North America Preview: Enhancing business performance with marketing automation

by Eamon McCarthy Earls
Assistant Editor,

Editor's Note: MSDW is a media sponsor of the Summit North America 2019 event.

Microsoft Dynamics users are set to arrive in Orlando, Florida, October 15-18 for the 2019 User Group Summit North America event to discuss the latest changes in the product line-up from Dynamics 365 to the Power Platform.

The range of apps in the Dynamics 365 Customer Experience suite now includes a rapidly maturing Marketing app, and other vendors in the Microsoft channel offer an even broader range of automation and management capabilities. And while organizations need strong marketing, they are often short on understanding how to apply modern applications to execute on their strategy (assuming they have one). Without a cohesive plan, tools like Dynamics 365 for Marketing might sit underused (perhaps only deploying a bit of email automation) or unused. And worse still, Microsoft partners often suffer from the same skill shortcomings as their clients when it comes to delivering successful marketing solutions.

Marketing CoPilot founder Marie Wiese will be presenting at User Group Summit about effective use of marketing technologies available to the Microsoft ecosystem, including Dynamics 365 for Marketing and ISV solutions. She has worked in the marketing field for twenty-five years and has spent the past five years focused on lead management and marketing automation in the Microsoft channel.

Working with Microsoft partners and ISVs, Wiese was surprised to discover that many of these companies have common struggles with both new marketing technology and go-to market strategy overall. In fact, marketing may be the weakest leak in many companies, she says:

Marketing is always a tricky piece for a company in the B2B space. I've been at this over 25 years and business owners struggle to understand the resources to achieve the right execution. That doesn't go away with a lot of companies. [I always like] Tom Peters' quote that the only two things that matter in a company are marketing and innovation, the rest is just cost. If you're not doing those two, your business is going to suffer.

It's easy for us to jump to ask what tools we need. A few years back it was buy some AdWords, get some email campaigns to get the marketing going…Typically the sales team is stronger than the marketing department. Maybe you have a lonely marketing manager sitting around doing trade shows, not really given guidance around business strategy. How do you reverse engineer a sales goal?

Advanced marketing comes to the Microsoft channel

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About Eamon McCarthy Earls

As the assistant editor at, Eamon helps to oversee editorial content on the site and supports site management and strategy. He can be reached at

Before joining, Eamon was editor for at TechTarget, where he covered networking technology, IoT, and cybersecurity. He is also the author of multiple books and previously contributed to publications such as the Boston Globe, Milford Daily News, and DefenceWeb.