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Sage CRM

Reporting from TPAC Toronto: A Big Win for CRM and Partner Collaboration

3 minute read time.

Jeff Richards speaking at Keynote, TPAC NA 2025

This week, I had the opportunity to attend the TPAC Conference in Toronto, Canada, held from April 6–8 at the Hyatt Regency. With over 150 delegates and 20+ exhibiting companies, TPAC has become a standout event for showcasing the strength and innovation of the Sage 300 ecosystem—and this year, Sage CRM made a strong showing too.

Although TPAC is traditionally focused on Sage 300 partners, CRM was everywhere—from product demonstrations to AI use cases and customer success stories. It was exciting to see just how deeply Sage CRM is being embedded in partner solutions and strategies, not just for Sage 300, but increasingly for Sage Intacct and other Sage accounting products.

It was a privilege to speak during the conference keynote, following Sage North America's Managing Director Mark Hickman. I was encouraged by the energy in the room for the CRM discussion that followed. My keynote was well received by both partners and Sage staff, and it reinforced how central CRM is becoming to the future of Sage solutions in North America.

It was inspiring to see CRM-related innovation from many of the 20+ exhibitors:

CRM Together, and Timelinx demonstrated tight integrations and new capabilities tailored to Sage CRM.

OrangeKloud showcased their AI-driven app development platform and showed strong interest in collaborating further with Sage CRM.

Partners like ZAP and Nectari (Sage Enterprise Intelligence) referenced CRM capabilities in their sessions, underlining its growing strategic importance.

The AI-driven proof of concept presented by Craig Collins of Granite WMS—capturing contact and opportunity information using speech recognition—was a conference highlight. The headline “Big Win” session featured two major Sage CRM success stories among five case studies.

Post-conference, I also visited the offices of BAASS, one of Sage's leading partners, where I met with Joe Arnone and Zainab Salihi. Their enthusiasm for Sage CRM, particularly in conjunction with Sage 300 and Sage Intacct, was clear.

What became clear throughout the event is that the challenge Sage CRM faces isn’t technical—it’s commercial. Partners are ready and eager to sell the product, but we must continue to improve visibility, streamline messaging, and align incentives so they’re empowered to do so.

As a follow-up, we’ve published some new Sage CRM resources on Sage Partner Central, specially prepared for TPAC attendees. 
Visit the TPAC CRM Resource Hub on Sage Partner Central:  Sage Partner Central | Assets

For your reference, here are a few other key links that may be useful to share with partners or explore further:
If you are new to Sage CRM and want to learn more there are some free training sessions coming up.  These are not ideal times from a North American perspective but they will be recorded and made available to you.  See:  (5) Free Core Skills Training for Sage CRM - Announcements - Sage CRM - Community Hub.
TPAC 2025 was a powerful reminder of what’s possible when partners, developers, and Sage teams come together. Sage CRM’s role is growing, and we’re at an exciting point in its journey. Thanks to everyone who took the time to talk, share ideas, or just stop by a session—we’re building something great together.

*Community Hub is the new name for Sage City