years in the Microsoft ecosystem
pipeline generated
partners supported
Why Business Central marketing needs a specialist
If you've browsed a few Business Central partner websites lately, you'll have spotted the pattern. They all talk about "a modern, cloud-based ERP for growing businesses", they all promise a "seamless migration" and they all mention Copilot somewhere near the top. None of that is wrong, but none of it gives a finance director a reason to pick up the phone to you rather than the partner down the road.
That's why we only work with Microsoft partners. We've spent more than a decade inside the ecosystem, so you won't need to explain the difference between Essentials and Premium, why a GP migration isn't just a data export, or what your Partner Development Manager is measured on this fiscal year. We already know, and that means we can spend the time on what makes your Business Central practice worth choosing.
And for a lot of partners, that's the bit that's been missing all along.
The Business Central products and motions we help you take to market
Business Central isn't one thing to sell, and treating it that way is where a lot of marketing goes wrong. A Sage switcher, a GP customer on the clock and an existing client who could use the Payables Agent each have different worries, different budgets and a different reason to act. We build the marketing around each motion separately.
Business Central for new customers - winning the switchers
Most new Business Central customers are moving from something they've outgrown, whether that's Sage 50, Xero, QuickBooks or a patchwork of spreadsheets that only one person in finance really understands. They're rarely looking for "ERP", which is why marketing that leads with the product category often falls flat. We help you meet them where they are, with:
- Switcher propositions built around the trigger moments that actually start an ERP project, like a new site, a first acquisition, an audit that hurt, or a finance team buried in month-end
- Industry-led messaging for the verticals you know best, whether that's manufacturing, wholesale and distribution, professional services or not-for-profit, so you're the obvious specialist rather than another generalist
- Essentials vs Premium content that helps buyers understand what they need without drowning them in licensing detail
- SEO and AI search content around the questions finance leaders actually type in, so you're found (and quoted) when they start looking
Dynamics GP, NAV and on-premises migrations
This is the biggest motion in the Business Central world right now, and it has a deadline attached. Microsoft stopped selling new GP subscriptions in April 2026, and product support ends on 31 December 2029. That might sound a long way off, but anyone who's run a migration knows the planning, testing and partner selection eat up a lot of that runway. The tricky part is that every GP partner has the same date on their slides. We help you stand out with:
- Migration propositions with substance, built on what you actually do differently, like your discovery process, your approach to the chart of accounts moving into dimensions, and how you rebuild reporting so month-end doesn't fall over after go-live
- Campaigns that respect the buyer's timeline, nurturing GP customers who aren't ready yet so you're top of the list when they are, rather than shouting "act now" at people still two years away
- Reassurance content for nervous finance teams, such as migration checklists, cutover guides and honest "what to expect" pieces that build trust before the first meeting
- The same thinking for NAV and older on-premises Business Central customers, who face many of the same decisions without the headline deadline
Copilot and AI agents in Business Central
Agents are the most exciting shift in Business Central in years, and also the easiest to market badly. The Sales Order Agent can read customer emails, build quotes and turn them into orders. The Payables Agent processes incoming vendor invoices and matches them to purchase orders. The Expense Agent, currently in preview, turns receipts into expense reports. And with Agent Designer and the MCP Server, partners can now build and connect their own agents. But buyers don't want "agentic ERP" any more than they wanted "synergy". They want to know how many hours it'll save their AP team, what it'll cost and whether they can trust it. We help you answer those questions properly:
- Agent propositions framed around outcomes, like faster order processing, fewer re-keyed invoices and a quicker month-end, rather than features
- Honest commercial content that explains how agents are billed (in Copilot Credits, based on usage, not per user), so buyers aren't spooked by a surprise later
- Trust-building messaging about human review, permissions and audit trails, because "will it do something stupid with our money?" is the first question every finance director asks
- Custom agent offers for partners building their own agents on Agent Designer or Copilot Studio, positioned as packaged, repeatable services rather than open-ended projects
- Existing-customer campaigns that turn your installed base into early adopters, which is often the quickest route to proof points and case studies
Industry IP, ISV apps and Microsoft Marketplace
Some of the most valuable Business Central businesses are the ones that have turned what they know into a product, whether that's a vertical add-on for food manufacturing, a construction module or a specialist reporting app. That IP is a genuine differentiator, but only if people can find it and understand it. For ISVs and partners with IP, we cover:
- Product positioning and messaging that explains what your app does in plain English, for buyers and for the Business Central partners who might resell it
- Microsoft Marketplace listings written to convert, not just to tick a box
- Partner-to-partner marketing for ISVs that rely on the reseller channel, including recruitment campaigns, enablement kits and co-branded assets partners will actually use
- Launch campaigns for new apps and major releases
Power Platform, Power BI and reporting
Business Central rarely sits on its own for long. Most customers soon want Power BI dashboards their board can read, Power Automate workflows that cut out the manual chasing, or Power Apps that put Business Central data in front of people without a licence. With version 29 bringing report themes, automated report outputs and tighter Dataverse mapping, reporting is a solid conversation-starter too.
We help you package these as add-on services with clear outcomes, so they become a reason to come back to you rather than a line buried in a proposal.
Commerce and connected operations
For wholesale, distribution and retail customers, Business Central's Shopify connector is a big part of the story, and it's getting deeper with every release, now covering B2B companies, catalogues, pricing, exchanges and refunds. If you've built a practice around connected commerce, EDI or warehouse integration, we'll help you market it as the specialism it is.
Managed services, upgrades and customer growth
Your existing Business Central customers are your best source of growth, but they're often the ones hearing the least from you. Every release gives you a reason to get back in touch, and version 29 gives you a strong one. SOAP web services on Microsoft's UI pages have now gone, so any older integration still using them needs moving to OData or API pages before the update lands.
We help you build customer marketing that keeps you front of mind, through release-readiness campaigns, health-check offers, newsletters people actually open, and cross-sell programmes for Dynamics 365 Sales, Microsoft 365 Copilot and Power BI.
How we help Business Central partners grow
Whatever you're taking to market, the work usually comes back to five things, and you can bring us in for one of them or hand us the lot.
Plan
Positioning, ideal customer profiles and an annual marketing plan mapped to your Business Central motions and the Microsoft priorities your Partner Development Manager is measured on.
Attract
SEO, AI search, paid media, webinars and always-on content that puts you in front of finance and operations leaders already looking at ERP.
Convert
Campaigns, ABM, email nurture and lead generation that produce qualified, co-sell-eligible pipeline rather than a pile of MQLs nobody follows up.
Enable
Sales enablement, co-sell assets, Marketplace listings and marketing into Microsoft, so Microsoft's sellers know exactly when to bring you into a deal.
Prove
Full-funnel reporting and Co-op evidence packs, so pipeline influenced and funding claimed both stand up to scrutiny.
Making Microsoft funding work for your Business Central practice
A lot of Business Central partners have Co-op or MDF funding available that never gets spent, often because nobody owns the balance or the deadline. We scope campaigns so they're eligible for Co-op or MDF wherever the activity ties to a Microsoft solution area, and we package up the reporting you need to back up the claim (you submit the claim yourself). It's a big reason we have a 100% Co-op claim success rate.
We'd still encourage partners to put some of their own budget in too. Microsoft funding comes with Microsoft's priorities attached, and the Business Central partners who grow fastest tend to be the ones who treat marketing as an investment on top of what Microsoft gives them.
Why Business Central partners choose Resultful
We've spent more than 10 years inside the Microsoft ecosystem, supported 200+ partners and helped generate £100M+ in pipeline. We've also surveyed 501 Microsoft partners for our own research into how partners market, how it's funded and whether any of it can be proven. That means our advice comes from evidence, not guesswork.
On a more practical level, we speak your language (and Microsoft's), so you won't spend weeks getting us up to speed. And because we work with partners globally, with a strong focus on the UK, Ireland and the US, we understand the transatlantic differences in how Business Central is bought, sold and funded.
Resultful truly get channel marketing. By working with a specialist agency that speaks the same language as we do (and as Microsoft does!), we can really hit the ground running.