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.
AI Is Not Another Product - It’s a Business Transformation
AI and Copilot aren’t just the next Microsoft solutions to resell or implement - they mark a seismic shift in how value is created, delivered, and monetized. This isn’t another workload to bolt on. It’s a full-scale business transformation - just as disruptive as the shift to the cloud or the painful journey to SaaS that you may have just finished navigating over the last decade.
Now, it’s happening again. And this time, it’s moving faster.
In this provocative and eye-opening session, Sharka Chobot challenges Microsoft partners to confront a critical truth: monetizing AI isn’t about technical readiness - it’s about business reinvention. Just as the cloud forced you to rethink pricing, packaging, and services, AI is now forcing you to reimagine your identity, revenue model, and go-to-market strategy.
You’ll explore:
- Why treating AI like just another "solution" may stall your growth or worse, put your future value at risk
- The organizational shifts required to become an AI-first partner, not a legacy reseller in a new market
- How to move beyond implementation projects to become a trusted AI advisor
- Reinventing continuous-value AI services
- The emotional resistance you and your clients must overcome to lead this transformation
- How to re-establish trust, relevance, and recurring value in the age of Copilot
This is not just a session - it’s your strategic reset. Come ready to rethink everything you thought you knew about selling, serving, and surviving in the AI era.
Speakers:
Sharka Chobot
Chief Transformation Officer, Neural Impact
Sharka Chobot is the creator of the CRM product category (1995) and Chief Transformation Officer of Neural Impact. Sharka applies behavioral economics, neuroscience and persuasion psychology to help Microsoft partners develop an effective customer acquisition and go to market strategy. She has over 35 years of technology specific expertise and teaches behavioral marketing at leading universities in Canada. Sharka has worked with hundreds of Microsoft partners on six continents to develop their cloud product, packaging, pricing and vertical market strategy and to accelerate their transition to a SaaS business model.
Sharka Chobot
Chief Transformation Officer, Neural Impact
Sharka Chobot is the creator of the CRM product category (1995) and Chief Transformation Officer of Neural Impact. Sharka applies behavioral economics, neuroscience and persuasion psychology to help Microsoft partners develop an effective customer acquisition and go to market strategy. She has over 35 years of technology specific expertise and teaches behavioral marketing at leading universities in Canada. Sharka has worked with hundreds of Microsoft partners on six continents to develop their cloud product, packaging, pricing and vertical market strategy and to accelerate their transition to a SaaS business model.