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Some may have wondered why Sage needs another conference, given this week’s first-ever event for X3 users. “The real intent was to form a community,” chief marketing officer Ron McMurtie said about the show’s goals.

Sage sold out the show with 400 attendees and it will be on next year’s calendar—date not yet available. In the joint interview, he and Nancy Harris, managing director and EVP for Sage North America spelled out the needs they saw. Harris said users had not been able to find “enough deep content around X3, nor were they able to find customers like themselves”. And X3 is so different from other Sage products, especially lower-end offerings, the executives said the new event was necessary. Sage is clearly realigning how products relate to each other. In March, the software company will combine Intacct’s channel event, the Business Builders’ Conference, with the former partner summit, which in the past has been held in locations such as Dubai and Istanbul. The combined effort will be held the less-exotic Orlando, Fla. McMurtie also said changes reflecting retooling the company “from a highly product centric organization to being more segment driven.” He spoke of the small-business products starting to come together with the same true of midmarket systems.

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