Directions North America 2024 Preview: Building new channel connections

Directions North America returns, running from April 14-17 in San Diego. In the lead up to the 2024 event, organizers shared some updates and recommendations for this year’s conference. Carol Livingston, owner of Dynamics Connections, hosted Diane Saeger, Directions NA Sponsorship Chair, Mary Miller, Directions NA Marketing Chair, and Trish Boccuti, Directions NA Content Chair to talk about what attendees can expect at the event. 

2024 marks the conference’s nineteenth year. As a partner-focused event, it stands out as a unique opportunity for attendees to take a break from customer issues for a few days, learn, network, and grow, said Miller. The organizers have worked to plan an event with “something for everyone” from leadership and strategy sessions to highly technical talks.

“We’re a grassroots organization that came together to focus on the conference with different motivations than many other organizations,” said Saeger. “People can expect a network for sure. Shake someone’s hand and do business with them. That’s always our theme.”

The organizers received almost 425 session submissions this year. Microsoft alone plans to host 80 sessions. Even as the event has grown in recent years, its organizers have been challenged to become more creative at planning and adapting the spaces to accommodate new sessions. A few of the event highlights this year will include a planned Women in Dynamics session and a partner celebration.

“There’s something for everyone, whether salespeople or consultants. Everyone has something they’re going to be able to get out of the event,” Boccuti said. “[For instance] a lot will be interested in Field Service to Business Central integration [being discussed by Microsoft].” 

At the time of the event, attendees will have access to the Directions North America 2024 mobile app with a schedule and added networking features. Additionally, an early session before the formal start of the event will prime attendees to themes, sessions, and the event layout. 

“There will be sessions focused exclusively on marketing and others focused on deeply technical topics. You can focus on what’s most relevant to your day job and get [hands on] Microsoft support during the event. It’s a safe space to ask questions when your client’s not there asking questions. 

According to Saeger, the event will feature an expo in the evenings and at lunch, as well as hallway booths attended all day between sessions. Directions Connections will offer a way for attendees to network. The event features numerous sponsor booths, in pods of six in a main event hall. “Having hors d’oeuvres and talking to sponsors is a great way to connect,” she said. 

For anyone on the fence about attending, Miller had this to say: “It’s amazing to reconnect with partners you have had a relationship with for a long time. Trust and relationships are what this event is about. There is no better place to do that especially if you are a US-based Dynamics partner.”