Live from Directions North America, this episode of AMBUSH On Air features a launch conversation with Bob from Aptean on their newest product: Apcentral.

This isn’t just a product announcement. It’s a signal.

In this episode, we break down what Apcentral is, why Aptean is bringing it to market now, and what it tells us about the evolution of ERP, ISV product strategy, and partner-led growth in the Microsoft ecosystem. As B2B buyers continue to demand simpler, more connected, and more intuitive experiences, ISVs are being forced to rethink how their solutions are packaged, positioned, and delivered.

You’ll hear:

• The thinking behind the Apcentral launch and what problem it’s solving

• How Aptean is adapting to modern buyer behavior and digital-first journeys

• What this means for Microsoft partners, ERP users, and the broader Dynamics ecosystem

• Why product strategy is becoming a competitive differentiator for ISVs in 2026 and beyond