Stop Selling Products — Start Building Ecosystem Value

In this special episode of The Channel Buzz, Amiee Keenan sits down with Ryan Grant, Directions North America board member and Sponsorship Committee Chair, to explore why community, AI, and partner marketing are becoming the defining forces shaping the Business Central ecosystem.Drawing on nearly three decades in the ERP channel, Ryan shares practical insight into how ISVs and VARs can move beyond transactional relationships and build partnerships that drive real momentum. The conversation highlights how AI is transforming solution design, why community continues to act as a powerful growth engine, and how marketing must evolve into an integrated capability across the partner ecosystem.With Directions North America 2026 approaching, the discussion also explores why events that foster collaboration and shared learning remain critical for accelerating innovation and strengthening relationships across the Microsoft channel.Episode Highlights:(02:38) Why community continues to fuel growth across the Business Central ecosystem(04:40) How AI is reshaping the way partners design and deliver solutions(06:16) What ISVs must do to help partners win more deals(11:52) The potential of agent-driven integrations and autonomous workflows(13:44) Why marketing must be integrated across the partner journey(18:07) What makes Directions North America a unique ecosystem experience🔗 Connect with Amiee on ⁠LinkedIn⁠ 🎧 Listen & follow to get future episodes on marketing, partnerships, and channel growth.Learn more about ⁠The ISV Society⁠