Article published on May 7 2025 by Rick McCutcheon for PartnerTalks
In a recent episode of PartnerTalks, host Rick McCutcheon sat down with Vicky Critchley, founder of Truly SMB and former CEO of Bam Boom Cloud. The conversation explored the evolving role of technology for small businesses and highlighted how Truly SMB is guiding companies through the SMB AI journey with clarity and confidence.
Vicky shared insights from more than two decades in the Microsoft ecosystem. She reflected on her award‑winning history with Pax8, her long‑standing work with Business Central and CRM, and what led her to create Truly SMB. Her goal is simple: make Microsoft technology easier for smaller organisations to understand, adopt, and use every day.
The interview dug into how SMBs can take small, manageable steps with AI and automation. Vicky explained that many organisations feel overwhelmed by the speed of change. Truly SMB’s approach focuses on “business fitness”, helping companies improve their digital capability one step at a time. This steady pace removes fear and builds long‑term confidence.
A key part of the discussion was the shift from traditional consulting to what Vicky describes as “technical instruction.” Rather than telling clients what to do, Truly SMB works alongside them as a guide. This partnership model helps business leaders make better decisions and understand the impact of each technology investment.
Vicky also shared her thoughts from Directions North America 2025 in Las Vegas. She highlighted the growing momentum behind Microsoft Dynamics Business Central and CRM for smaller organisations. Accessibility was a recurring theme: how do partners simplify the tools so SMBs can adopt them without disruption?
Throughout the interview, Vicky urged SMBs to start small with AI. A single automated task or a simple workflow can spark meaningful change. This mindset is central to helping customers progress on their SMB AI journey, building knowledge and capability over time.
The conversation offers valuable insight for partners, SMB leaders, and innovators looking to stay competitive in an era where trusted guidance matters more than ever.
Watch the video here: https://www.youtube.com/watch?v=rTURrBMSGfw
