4-6 November 2025 in Poznan, Poland
Directions EMEA 2025
Join us for Directions EMEA 2025 - experience the latest updates from Microsoft and the ecosystem while connecting with the entire Business Central community, including resellers, add-on providers, Microsoft, CSPs, MVPs, developers, consultants, sales and marketing professionals, and business leaders. Fuel your motivation, inspiration, and success through sharing and collaboration.
Ready to transform your Dynamics BC business into an AI-first powerhouse?
Join Gemma McAllany and Clarinda Dobbelaar for an inspiring and hands-on session for Dynamics business leaders who are ready to embrace the future. In this presentation, we will explore how to define your AI strategy, mapping out your transformation journey, and show how Companial can support you in every step.
Gemma McAllany, CPO at Xperience and Clarinda Dobbelaar, CMO at Companial, will walk you through the journey towards what should be a successful and profitable AI-First business. We call this journey ‘the Road to AI'. Taking this road, is going to be an adventure: it's about rethinking a new business model and way of doing business. Most importantly, as with every journey, you need to decide if you are going to take the first step.
You will hear from Gemma how this works in practice. She will share her experience in building real-world AI use cases - from identifying the opportunity to supporting clients with sustainable and secure AI adoption. Xperience has taken the first steps and is delivering Co-Pilot, Agents and Business Central solutions to its customers. Gemma will share how she has worked with her clients, bringing the AI+BC story to life.
Clarinda will share a practical model for identifying AI opportunities and how to work with your clients towards a new business model. She will share tips to get you going on the spot.
Don't miss this chance to turn vision into action!
Speakers:
Clarinda Dobbelaar
CMO at Companial
Clarinda has 20+ years of experience in leadership positions in Sales and Marketing within B2B software organizations around the globe. Early in her career she worked for Microsoft Dynamics ERP Partners, where she was successful in positioning vertical solutions. She's worked for start-ups, scale-ups, and corporate giants like Nasdaq, and has mastered building effective international marketing and sales organizations. She recently re-joined the channel as CMO of Companial, where she leads the marketing organization.
Clarinda Dobbelaar
CMO at Companial
Clarinda has 20+ years of experience in leadership positions in Sales and Marketing within B2B software organizations around the globe. Early in her career she worked for Microsoft Dynamics ERP Partners, where she was successful in positioning vertical solutions. She's worked for start-ups, scale-ups, and corporate giants like Nasdaq, and has mastered building effective international marketing and sales organizations. She recently re-joined the channel as CMO of Companial, where she leads the marketing organization.
Gemma McAnally
Chief Product Officer @ Xperience
Gemma McAnally is the Chief Product Officer at Xperience, where she leads digital transformation initiatives across Business Applications, Managed Services, Modern Work, Cyber and Data & AI. With over a decade of experience in business technology, Gemma is known for challenging organizations to think beyond conventional systems and embrace innovative tools that drive efficiency and growth. Her expertise spans Microsoft's ecosystem, data integration, and employee experience enhancement through platforms like Viva Insights and Dynamics 365. A passionate advocate for smart data use and organisational agility, Gemma brings a wealth of insight into how technology can empower teams and elevate impact.
Gemma McAnally
Chief Product Officer @ Xperience
Gemma McAnally is the Chief Product Officer at Xperience, where she leads digital transformation initiatives across Business Applications, Managed Services, Modern Work, Cyber and Data & AI. With over a decade of experience in business technology, Gemma is known for challenging organizations to think beyond conventional systems and embrace innovative tools that drive efficiency and growth. Her expertise spans Microsoft's ecosystem, data integration, and employee experience enhancement through platforms like Viva Insights and Dynamics 365. A passionate advocate for smart data use and organisational agility, Gemma brings a wealth of insight into how technology can empower teams and elevate impact.