FY27 Field Seller Strategic Update – SME&C & SMB Unmanaged

Title: FY27 Field Seller Strategic Update – SME&C & SMB Unmanaged

Speakers:

• Eric Fink, Partner Solution Sales, Business Applications, SMB, Microsoft
• Ross Ladwig, Partner Solution Sales, Business Applications, SMB, Microsoft
• Liz Brackett, Partner Solutions Sales Director, Microsoft 
• Sanju Nair, Sr Partner Marketing Manager, Microsoft

Key Takeaways

• Microsoft is emphasizing deeper integration across its portfolio for SMB customers: Business Central, Finance & Supply Chain, Customer Engagement, Copilot, agents, and Modern Work/Security capabilities are increasingly being positioned together rather than as isolated products.
• Business Central remains a major growth opportunity in the unmanaged SMB segment: Eric Fink has highlighted Business Central as a particularly significant growth engine, while also pointing to Customer Engagement and Finance & Supply Chain as important parts of the opportunity.
• Partners are critical to reaching unmanaged SMB customers: Because this segment isn’t served through the same dedicated field-sales model as managed accounts, Microsoft relies heavily on partners to identify opportunities, drive customer acquisition, and scale Dynamics 365 adoption.
• AI and agents are becoming part of the core SMB sales motion: Microsoft is encouraging partners to incorporate agents and Copilot Studio into Business Central, Sales, and Finance & Supply Chain conversations. Agent consumption and Copilot Studio licensing are also emerging as meaningful parts of the commercial opportunity.
• Partners should align closely with Microsoft sellers and lead with clear areas of expertise: The broader field-seller guidance emphasizes co-selling, specialization, and making it easy for Microsoft sellers to understand where a partner can add value. For ISVs in particular, partners can help surface complementary solutions through customer stories and deal materials.