Meet Companial at Directions EMEA 2025
Companial is proud to join Directions EMEA 2025 in Poznań as a Platinum Sponsor!
This year, we invite you on an explorer’s journey through the Dynamics 365 landscape – where every change brings new opportunities.
And you don’t have to travel alone. Companial is here to guide you with clarity, tools, and a thriving community so you can grow, optimize, and transform your business.
Equip Yourself for the Journey Ahead
Scale with Confidence
From migration & modernization programs to the Cloud Hub and Learning Journeys, Companial equips you with practical solutions to scale confidently and efficiently.
Simplify Your Journey
Microsoft is moving fast with licensing, incentives, and AI. We’ll help you cut through the noise and understand exactly what it means for your Dynamics business.
Community is Your Compass
Join the largest Dynamics 365 partner ecosystem in Europe – over 1,000 partners strong. Together, we navigate challenges, share knowledge, and grow further.
Companial Sessions at Directions
We would love to see you at the Companial sessions at Directions EMEA in Poznań. Here you can find the sessions our Companial experts will be delivering.
Ready to transform your Dynamics BC business into an AI-first powerhouse?
Clarinda Dobbelaar, CMO
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.
Clarinda Dobbelaar
CMO
Gemma McAnally,
Chief Product Officer, Xperience
Audience: Everyone
Hall: Earth hall A
Date: Tue, November 4th, 12:15 – 13:00
About the session:
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!
You need to implement Agents now! ...But what even is an Agent?
Tine Staric is a software architect at Companial, helping Partners around the world develop products of the highest quality. He has been a Dynamics BC developer since 2015, working with end-customers, VARs, and ISVs, delivering support, implementation, localization, and product projects. He leads most developer productivity initiatives at Companial, and is constantly looking for opportunities to eliminate monotonous developer tasks by using modern tools and automation to make room for creative, fun, and high-value development.
Tine Staric
Software Architect Business Central
Audience: Everyone
Product: Business Central
Hall: 1.K
Date: Tue, November 4th, 15:00 – 15:45
About the session:
Two years ago, we tackled “what even is AI” and I think we now have a pretty good grasp on what these language models are all about.
And yet, it feels like we’re back to square one…
Because we have a new buzzword in town – Agents!
Before we all rush in to implement them, let’s stop for a moment and talk about what even is an agent. How do they compare to Copilot Features? How do they actually work? Will we just be managing a fleet of agents in the future? Or should we perhaps still invest in core functionality?
Join this session to figure out if Agents are the future… or just another distraction.
Deep Dive into Report Objects and Layouts in Business Central
Steven Renders, Partner at Plataan.TV | Companial, former MVP, MCT, Consultant
Steven is a trainer and consultant with over 20 years of experience in business and technical domains, specializing in Microsoft Dynamics 365 Business Central and Power BI. As a Partner at Plataan | Companial in Belgium, he helps organizations and individuals excel through innovative learning programs.
In 2016, Steven received the Microsoft® MVP Award for his outstanding community contributions. He is also the author of two books on Dynamics NAV reporting and a frequent speaker at industry events. His expertise includes Business Central and Business Intelligence.
Renato Fajdiga, Business Consultant
Renato Fajdiga, a seasoned Microsoft Dynamics NAV/365 Business Central consultant and blogger, currently leads the Business Applications team, overseeing F&O, BC, and other applications. An MVP and MCT since 2018, he specializes in Business Applications, particularly Dynamics 365 Business Central and Power Platform. He thrives on learning new technologies and concepts that enhance customer processes. Occasionally, he delves into coding, but his primary motivation is resolving community-posted issues with Dynamics 365 Business Central.
Renato Fajdiga
Business Consultant
Steven Renders
Partner at Plataan.TV | Companial, former MVP, MCT, Consultant
Audience: Consultant, Developer
Product: Business Central
Hall: Earth Hall B
Date: Tue, November 4th, 16:15 – 18:00
About the session:
Join us for a deep dive into report objects and layouts in Business Central.
We’ll start with the basics of report objects. You’ll get to know the different layout types available, like RDLC, Word, and Excel layouts, and how to pick the best one for your needs.
Next, we’ll get into the specifics of each layout type. You’ll learn how to design and customize RDLC layouts for more complex reports, create professional-looking Word layouts for document-style reports, and use Excel layouts for data analysis.
Throughout the session, I’ll share practical tips and tricks to help you optimize your report designs and make your reporting processes more efficient.
Key Takeaways:
- Understanding the basics of report objects in Business Central.
- Creating and modifying report objects.
- Choosing the best layout types for your needs.
- Creating professional-looking Word layouts.
- Using Excel layouts for data analysis.
- Tips and tricks for optimizing report designs.
Join us and take your Business Central reporting to the next level!
Is BC the Right Path for Me? (Under-30s Edition)
Tine Staric is a software architect at Companial, helping Partners around the world develop products of the highest quality. He has been a Dynamics BC developer since 2015, working with end-customers, VARs, and ISVs, delivering support, implementation, localization, and product projects. He leads most developer productivity initiatives at Companial, and is constantly looking for opportunities to eliminate monotonous developer tasks by using modern tools and automation to make room for creative, fun, and high-value development.
Tine Staric
Software Architect Business Central
Audience: Everyone
Product: Business Central
Hall: 1.E+1.F
Date: Wed, November 5th, 14:00 – 14:45
About the session:
If you could go back and tell your 20-year-old self about your BC career, how might you talk about it?
I started with BC while still in university, and for a long time, I wrestled with impostor syndrome. Was I even a real developer? Was ERP just a temporary detour? Should I switch to a “real” job?
Now, as I approach 30, I’ve come to realize just how many doors this industry can open. And I’m not alone. Over the past 9 months, I’ve spoken with MVPs, consultants, developers, and leaders to map out the career paths people have taken — and the ones still ahead.
This isn’t a session about attracting young talent. It’s about keeping it. If you’re under 30, come explore what this industry can offer. If you’re over 30, join to see how you can support and retain the talent that will shape the future of Business Central.
When Dynamics 365 Sales Meets Business Central: Making the Most of Your Business Central and Sales Integration
Marko Totovic is a Microsoft MVP for business applications. He currently works as a PTS for Customer Engagement & Power Platform at Companial as well as a freelancer for many global Dynamics partners. He is a frequent speaker at many global (Directions, Summit, Days of Knowledge, BCTechDays…) and regional conferences. He is also a Lead in the UserGroup BizSource.
Marko Totovic
Partner Technical Strategist
Audience: Developers, Consultants
Product: Business Central, Dynamics 365 Sales
Hall: 1.G+1.H
Date: Wed, November 5th, 16:15 – 17:00
About the session:
Business Central and Sales are different worlds, and even the best integrations often reflect these limitations.
In this session, we will dive into real scenarios where Dynamics 365 Business Central and Sales integration face data synchronization challenges. We will explore practical solutions to overcome common issues, such as pricing inconsistencies, shipping complexities, etc. With a focus on real use cases, you’ll gain insights into how to tackle limitations coming from the differing purposes of these two powerful platforms. Join us for an in-depth session and discussion on integration and maximizing the value of both systems.
Feedback, Please!
My purpose is to help companies to grow business through focusing on customer experience, customer loyalty, and employee engagement. I work with leadership teams to support them in building customer listening programs to better understand top priorities (where experience gaps exist and new potential is untapped) and to help establish practices across organizations to deliver an exceptional customer experience. With 16 years of experience in the Microsoft Dynamics market, I currently work in the role of Partner Experience Lead at Companial.
Sandra Matuleviciute-Bagdonaviciene
Partner Experience Manager
Audience: Consultants, Developers, Project Managers, Sales & Marketing, Leadership
Hall: 1.G+1.H
Date: Wed, November 5th, 17:15 – 18:00
About the session:
Feedback fuels growth—but giving and receiving it isn’t always easy. Why does feedback sometimes leave us confused, trigger defensiveness, or make the world feel darker? And why doesn’t it always lead to meaningful change?
This session flips the script on feedback. Instead of focusing only on how to give it, we’ll explore how to receive it—openly, skillfully, and without defensiveness. Using real examples, we’ll dive into both sides of the feedback conversation.
Here’s what we’ll cover:
- Feedback Triggers: Why does feedback sometimes feel like a threat? And why do we react the way we do?
- Receiving Feedback More Skillfully: Practical strategies to manage your reactions and navigate tough feedback moments with greater confidence and psychological comfort.
- Delivering Brain-Friendly Feedback: Learn how to offer feedback that feels safe, reduces defensiveness, and fosters a growth mindset.
Whether you lead, collaborate, or simply want to feel more comfortable in feedback conversations, this session will help you turn feedback into a powerful tool for growth.
Agentic AI and the Frontier Firm: Rethinking ERP in the Age of Intelligence
Berny During, Partner Technology Strategist
Berny During, MCT CPIM BBA (UNISA), has over 27 years as a Microsoft Certified Trainer. He started as a product manager at Navision South Africa and later co-founded a successful Partner, playing key roles in some of Africa’s largest Dynamics companies. His expertise spans Production and Inventory Management, Business Administration, and related fields.
Berny has trained thousands worldwide in NAV/BC across 20+ countries and now focuses on growing Business Central practices, supporting Partners, and promoting Dynamics 365 Business Central. A regular speaker at events like Tech-Ed, Directions, and Days of Knowledge, Berny is passionate about sharing knowledge and inspiring business growth
Marko Totovic, Partner Technical Strategist
Marko Totovic is a Microsoft MVP for business applications. He currently works as a PTS for Customer Engagement & Power Platform at Companial as well as a freelancer for many global Dynamics partners. He is a frequent speaker at many global (Directions, Summit, Days of Knowledge, BCTechDays…) and regional conferences. He is also a Lead in the UserGroup BizSource.
Berny During
Partner Technology Strategist
Marko Totovic
Partner Technical Strategist
Audience: Everyone
Product: Business Central
Hall: 1.F
Date: Thu, November 6th, 13:45 – 14:30
About the session:
In 2025, AI is no longer a buzzword—it’s a battleground. From Microsoft’s bold vision of the “Frontier Firm” to Apple’s sobering critique in The Illusion of Thinking, the AI landscape is evolving faster than most businesses can adapt. This session dives deep into the rise of Agentic AI and its transformative impact on ERP, with a sharp focus on Business Central. But we won’t stop there. We’ll explore how other ERP giants are reimagining AI in their platforms, and how their strategies compare to Microsoft’s. We’ll also examine the broader AI ecosystem: Apple’s stumbles with Apple Intelligence, Microsoft’s missteps with Windows Recall, and the rise of physical AI from Tesla and Figure. You’ll leave with a clear understanding of where AI is headed, what it means for your customers, and how to position yourself at the forefront of this revolution. Expect bold insights, real-world examples, and a roadmap for navigating the next wave of intelligent ERP.
Storytelling with AI: What Your Customers’ Executives Want to Hear (and Buy)
Agne Balkeviciute-Lajiene, Service Line Manager
Ange is a passionate business development executive, committed to enabling growth and success with Dynamics 365. She has 20+ years of experience within Microsoft Dynamics 365 business development and 10+ years helping Microsoft Dynamics Partners with offer development and commercial growth.
Kim Enrum, Region Lead Nordics
Kim has been working with Microsoft for more than 20 years, including 15 years at Microsoft Denmark, and for the past 3.5 years, he has been our Regional Lead in the Nordic region. Born in IT and always working with and through Partners, Kim is committed to enabling their success. At Companial, we strive to exceed our Partners’ expectations by providing the best people and building programs, tools, systems, and portals that help them focus on their customers.
Agne Balkeviciute-Lajiene
Service Line Manager
Kim Enrum
Region Lead Nordics
Audience: Sales & Marketing
Product: Business Central
Hall: 1.A+1.B
Date: Thu, November 6th, 13:45 – 14:30
About the session:
Your customers aren’t shopping for a chatbot – they’re investing in outcomes that drive revenue, efficiency, and competitive edge.
In this practical session, we’ll explore how to create business-centric AI narratives that resonate with midmarket decision-makers. You’ll learn how to:
- Reframe your value proposition using real AI use cases.
- Position AI effectively in your sales cycle—from first conversation to final proposal.
- Differentiate your brand with industry-specific stories that inspire confidence and urgency.
- Address executive concerns about risk, adoption, and ROI with clear, credible messaging.
Together, we’ll look at examples of compelling AI storytelling, practice simple frameworks to develop your own narratives.
Microsoft presents: Rethinking the Partner Led Localization strategy
Germantas Gaurilčikas, CEE Regional Lead
A seasoned expert in all things Microsoft updates, navigating the constant stream with ease. Germantas has a strong track record in driving CEE partners within the Microsoft ecosystem and thus a deep understanding of not only Microsoft Incentives programs but also Dynamics Partners’ priorities and challenges in our region.
Aleksandar Totovic, Principal Product Manager, Microsoft
Aleksandar is a Principal Product Manager for Microsoft Dynamics 365 Business Central, where he leads the delivery of regulatory features and geo-expansion strategies. He also owns the E-Documents and Sustainability modules and is deeply focused on integrating AI Copilot and agentic experiences into Business Central. With over 40 years of experience in IT—primarily in ERP solutions—Aleksandar brings a wealth of knowledge and insight to his role. A former Dynamics NAV MVP, he is a seasoned speaker recognized for his contributions at international conferences.
Kurt Juvyns, Principal Product Manager, Microsoft
Principal product manager focusing on partner capacity ISV Success.
Germantas Gaurilčikas
CEE Regional Lead
Aleksandar Totovic
Principal Product Manager, Microsoft
Kurt Juvyns
Principal Product Manager, Microsoft
Audience: Leadership
Product: Business Central
Hall: 1.C + 1.D
Date: Thu, November 6th, 13:45 – 14:30
About the session:
In this session, we’ll introduce a new initiative running across select CEE countries aimed at improving the quality and affordability of partner-built Localization Apps. You’ll get an inside look at the program’s approach, hear why some partners chose to co-create this model, and learn how it addresses key challenges in today’s localization landscape.