How Microsoft Partners Can Grow Faster with Business Central, AI, and P2P Collaboration
The Microsoft partner ecosystem is entering a new phase of growth driven by Business Applications, AI deployment, and deeper partner collaboration.
In this episode of IAMCP Profiles in Partnership, Anthony Carrano and Rudy Rodriguez sit down with Rick McCutcheon, Microsoft MVP and host of Partner Talks, to discuss what he’s seeing across 300+ conversations with Microsoft partners.
They explore why Business Central adoption is accelerating, how AI will reshape SMB consulting, and why partner-to-partner collaboration (P2P) is becoming the most important growth strategy for Microsoft partners heading into 2026.
Top 5 Intriguing Takeaways for IAMCP Partners
1. Business Applications Are Exploding in the SMB Market
Microsoft Business Central is rapidly growing, driven by migrations from NAV, GP, and QuickBooks Enterprise customers.
2. The Microsoft Partner Model Is Converging
Traditional silos between MSPs, BizApps partners, and ISVs are disappearing, creating more collaborative delivery models.
3. AI Adoption Depends on Data Readiness
The biggest blocker to AI success is poor data structure and disconnected systems across CRM, ERP, and marketing platforms.
4. ERP Implementations Are Becoming Ecosystems
A modern ERP deployment often includes 5–10 integrated ISV solutions, creating much larger consulting opportunities.
5. Partner-to-Partner Collaboration Drives Growth
Successful partners build long-term trusted collaborations, not one-off alliances, to expand capabilities and revenue.
Guests:
Rick McCutcheon, MVP Host of PartnerTalks (PartnerTalks | Website), and Partner Thought Leader Development at MSDynamics World | Website
LinkedIn: Rick McCutcheon
Host:
Anthony Carrano, Managing Partner at Dunamis Marketing
LinkedIn: Anthony Carrano
Company: Dunamis Marketing | Website
Rudy Rodriguez
LinkedIn: Rudy Rodriguez
Managing Partner at Dunamis Marketing
Company: Dunamis Marketing | Website
International Association of Microsoft Channel Partners: IAMCP | Website
Notable Quotes:
“Business Central in the SMB space is on fire right now.”
“If you deploy Business Central, there’s probably five to ten ISVs attached to it.”
“The biggest challenge with AI isn’t the technology — it’s the data.”
“Partners are going to need experts in specific industries.”
“IAMCP is becoming even more important as our partners start working together more.”
Chapters
00:00 — Overview of the Microsoft partner ecosystem and Rick McCutcheon’s background.
01:26 — The Origin of Partner Talks
03:48 — The State of the SMB Microsoft Ecosystem
05:08 — Business Central’s Growth
06:24 — Microsoft Platform Convergence
09:07 — What “Frontier Partner” Means
11:15 — AI Adoption in BizApps vs MSP Models
13:23 — AI Deployment Risks
15:31 — Why MSPs and BizApps Partners Are Converging
17:18 — How MSPs Can Enter the BizApps Market
19:36 — The Real Key to P2P Partnerships
23:05 — One Strategic Move for Partners
25:45 — Resources for Partners
27:19 — Final Advice for Microsoft Partners
