IAMCP Illuminate & Directions EMEA: Queue Associates 2025 in Review

Published On: February 11, 2026

Queue Associates EMEA participated in two key industry conferences in 2025, IAMCP Illuminate and Directions EMEA. In hindsight, both clearly influenced how we are planning and prioritising today. They created direct opportunities to compare approaches with other Microsoft partners, validate where clients are actively investing, and see which areas of the Microsoft roadmap are converting into approved budgets and live projects rather than staying as early-stage discussions or pilots. The message across both conferences was consistent. Microsoft’s pace of innovation is accelerating, customer expectations are rising with it, and partners like Queue and others are being evaluated less on isolated technical delivery and more on the business outcomes they enable. The shift is toward frictionless solutions, structured, sustained collaboration, and results that are visible in operational performance, financial impact, and user adoption.

Illuminate 2025: Building Relationships in Valencia

Attended by Jana Kulenovic and Ienura Whitener

IAMCP Illuminate brought together a diverse partner community. The event emphasised collaboration and future growth. The program’s focus on Frontier firms provided partners with a framework to stay relevant, remain market-focused, and position themselves for scalable growth.

For Jana, structured speed networking allowed for meaningful connections with partners across EMEA in a short time. These conversations opened the door to several new opportunities for Queue, including partner introductions and client projects that are shifting from early conversations into real engagements. We also had great discussions about North Africa market prospects and emerging AI solution areas.

For Ienura, the informal parts of the event, including dinners, socials, and spontaneous meetups, quickly turned into substantive business discussions. She used those settings to strengthen relationships with partners such as Lenovo and work through specific areas for joint activity. Our guiding question, “What’s in it for you?” kept Ienura’s conversations with partners focused on mutual value and collaboration, as she framed conversations around collaboration surrounding their priorities rather than leading with typical requests for support.

Microsoft’s message was consistent: adaptable, innovative partners who help customers achieve tangible results are driving the next phase of growth. Queue was recognised as large enough to scale but small enough to give personal attention. The event ended with strong follow-ups and clear guidance for future growth.

Directions EMEA 2025: AI Momentum and Partner Energy

Attended by Chiara James and Maisie Molyneux

Directions EMEA brought the Dynamics 365 Business Central community together for three days of keynotes, workshops, and partner meetups. The event showed strong progress around AI, especially how Microsoft Copilot fits into Business Central and the Power Platform.

Key themes included practical uses of Copilot for productivity and increased accessibility of Copilot Studio for building AI agents. More standardised Microsoft integrations, ongoing migration from NAV to Business Central, and new sustainability features aligned with upcoming EU reporting requirements were also discussed.

Outside formal sessions, our discussions with partners such as Avalara, SEER 365, Yavrio, and Data Courage reinforced the ecosystem’s shared energy and Queue’s eagerness to mutually align priorities. Ongoing social updates kept, and continue to keep, Queue visible and engaged in the broader community.

Looking Ahead

Together, these events were defining highlights of 2025 for the Queue EMEA team. Microsoft’s direction was clear: The partner community’s role was to lead with their own adoption of a frontier organisation-forward, agentic AI-enabled future and support clients in that journey, driving adoption and measurable value. The conferences reinforced that trusted relationships, active collaboration, and open knowledge sharing produce the strongest outcomes. From Valencia to Poznań, we ended the year with stronger partnerships, a clearer perspective, and great momentum for 2026.

Let’s Build on This Momentum Together

Whether you are planning to transform from a legacy Dynamics solution like NAV to the cloud with Dynamics 365 Business Central, looking to embed Copilot for practical productivity gains, or preparing for new EU sustainability requirements, Queue Associates can help you modernise with confidence.