Microsoft Dynamic 365 Marketing: New Guidelines for Enterprise

Microsoft will end new sales of Dynamics Marketing (MDM) starting November 1 2016, but existing customers of the product will not lose support or the ability to renew.

In a new interview, Microsoft has explained that earlier guidance communicated to partners about ending support for both MDM and Parature was inaccurate, and that they have not actually set a date for ending support of either product.

The end of MDM’s life on the price list signals a new era in the marketing value proposition as Microsoft readies the launch of Dynamics 365. Similar to the Parature concerns, the fact that MDM ran on a separate technical platform hurt its uptake. Dynamics 365 program manager Param Kahlon explained:

“We were hearing from customers that they like the breadth of capabilities but don’t like it living in its own environment, its own field set to manage, its own extensibility paradigm, and lack of parity with data centers – the same concerns [as Parature].”

The future is focused on bringing marketing capabilities into the context of Dynamics 365 apps for SMBs and large enterprises.

Microsoft recommends Adobe Marketing Cloud for enterprise B2C marketing


Microsoft has had a relationship with Adobe since 2015 but recently strengthened it with a new agreement through which Adobe will rune more of its Marketing Cloud on Azure and Microsoft will offer Marketing Cloud as a primary component of the Dynamics 365 Enterprise marketing app story.

Adobe’s solution will play a part especially in the area of B2C marketing, says Kahlon.

“[We now have] bigger partnership with Adobe and their deep expertise around experience management to reach customers around different channels like the web experience. We’re putting more muscle behind that relationship for large volume B2C marketing. For pure marketing execution, Microsoft is suggesting customers go with Adobe on the large enterprise side. We are building deeper integration there for sales and marketing execution.”

MDM functionality for marketing campaign execution and sales lead management, much of which was developed post-acquisition, will end up in upcoming SMB marketing app for Dynamics 365 Business. Kahlon explained:

“We are taking capabilities that existed in MDM and building the targeted capabilities that an SMB requires directly on the CRM platform. So, we can provide the same extensibility paradigm, the same capabilities, the same compliance, and, more specifically, the scenarios that are closely tied to sales. What we’re seeing is that the lines between sales and marketing are blurring. The same person does marketing in the morning then does selling in the afternoon. The same person who does lead nurturing campaigns and emails within the marketing workload [wants a similar experience]to the selling and opportunity management they would get in the sales framework. We’re telling customers there is no investment going into MDM so you should wait for the sales and marketing apps coming in spring.

He added that the original marketing resource management (MRM) features of MDM, which had made it a leader in the enterprise space when it was purchased by Microsoft, will not be part of that SMB plan. Unless demand for those features jumps unexpectedly, it is unlikely they will re-emerge in the near future.

Dynamics 365 TAP plans

Partners at CRMUG Summit were eager to start getting their hands on the new Dynamics 365 CRM-related apps and find out about the preview program. Kahlon says that Microsoft will launch a preview program in the next week or so, at which time Microsoft will invite partners and customers.

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Microsoft will end new sales of Dynamics Marketing (MDM) starting November 1 2016, but existing customers of the product will not lose support or the ability to renew.

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