The Partner Channel Magazine_Winter 2018

MEMBERS ONLY CORNER
Member
Profile
Kaitlyn McKendry
Marketing Manager
Vicinity Software is a solution designed exclusively for process manufacturers, and
extends Microsoft Dynamics GP, Microsoft Dynamics SL, and Microsoft Dynamics
NAV to deliver a powerful and flexible ERP solution. Vicinity works to streamline the
coordination of raw materials to finished goods increasing productivity and profit with
tighter controls for inventory and costing. Key functionalities include centralized recipe
management, digitized production logs, quality control, lot traceability and recall,
compliance reporting, and production planning.
What do you enjoy most about the winter season?
It provides a crisp refreshment to the busy fall sales season. Having the opportunity to take a step
back and reflect on the year is an invaluable element to our business cycle. Measuring and reviewing
our development roadmap, content pushed, sales made, and project status allow our team to identify
things that worked well and what we can improve on in the coming year. The holiday season also
grants the chance to communicate with clients and prospects in a different light than you do at any
other time of the year. It’s an occasion for our team as a small business to connect on a more personal
level and express our appreciation to the businesses with which we work.
What is your favorite thing about working in your role?
Learning about the different manufacturing processes of our clients and prospects, uncovering
their challenges, and getting a behind-the-scenes perspective on products we see all the time. They
are each so unique, and I find it interesting to hear about so many different businesses. We have such
a talented team of consultants and developers; it’s a wonderful experience to see the collaboration
in bringing a solution to life. It’s one thing to see it from behind the scenes; it’s another to get a
client’s perspective and the chance to review it with them on their journey.
Every business has a story. How do you effectively tell your company’s story?
Our company is solely focused on solving system challenges for process manufacturers. A key part of
telling our story is identifying a problem that our team believes we can solve. Without a niche software
solution like Vicinity, most batch manufacturers struggle with costing and inventory control in a variety
of circumstances. Talking in terms of our target audience’s everyday challenges through blogs, articles,
phone calls, and more allows us to tell an authentic story. By exploring the existing operations and
business goals of the companies and Partners we work with, our team can highlight areas where Vicinity
can provide value. This allows us to get a deeper connection beyond the general background of how long
we’ve been in business and what features and functionality our software can deliver.
What are your company resolutions for 2018?
Every year company goals center around improvement and optimization. How can we boost
sales, how can we increase efficiency, how can we enhance our customer experience? Vicinity is
focused on continuous improvement, in both our software development as well as internal and
external communication. In 2018, we will engage in a rebranding effort to refresh our 16-year-old
brand. By bringing additional perspective into our organization, we look to build a deeper hold
with existing clients and extend our story into the vertical industries we serve. Beyond revamping
our logo and deliverables, this is an opportunity to review our KPIs and ensure that we are asking
the right questions and that our team is providing on-point content, consulting, and software.
What is the most beneficial aspect of The Partner Channel’s membership program for
your company and why?
The Partner Channel Magazine provides a hyperfocused means of communication for
our organization to connect and speak to Microsoft Dynamics Partners who are or may
52 WINTER 2018 | THEPARTNERCHANNEL.COM