Improve time to value

• Using common set of reusable integration services you can deploy new applications and trading partners relationships far more quickly and easily.
• Extending the tools that are used every day help significantly reduce the upfront training investment needed to make integration projects successful.

 Ease of use

• A single, integrated development environment enables to develop integration solutions faster then by using readily available market skills. this also helps reduce the overall personal costs associated with integration.
• With access to information in real time through Microsoft Office, business users spend less time gathering information and more time acting on it.

 Efficient business process automation

• The BizTalk Server visual environment for defining, deploying, and managing internal and external business processes enables BizTalk users to react far more quickly to changing market conditions, government regulations, customer needs, and competitive trends.
• BizTalk Server enables users to to develop a Service Oriented Architecture that capitalizes on the business agility and IT flexibility promised by Web Services.
• InfoPath with its native support of XML, easily integrates with BizTalk Server, allowing human interaction at appropriate stages throughout a running business process.

 Productive infrastructure

• BizTalk Server provides enterprise-class scalability and reliability without requiring modifications to existing systems.
  This helps reduce cost, development time,and risk.
• A flexible architecture enables IT organizations to react quickly to market shifts that demand change.
• The substantial Microsoft research and development commitment to enterprise integration solutions, combined with its leadership in Web Services, ensures long-term value for customers and makes BizTalk Server a low-risk investment.

BizTalk solutions enjoy a competitive edge by being a part of the Windows Server System, BizTalk Server users can leverage on the benefits of BizTalk Server solutions through the broad Microsoft platform, integrated innovation, and strong partners ecosystem.

• The Windows Server System products and technologies span the entire application life cycle. This involves:
  • the application developer designing and building the application.
  • the IT professional deploying and operating the solution.
  • and the information worker analyzing and acting upon the information.
• The use of Microsoft range of products and technologies significantly reduces the upfront training investment needed to make integration projects successfully.
• The BizTalk platform is a B2B platform and will interoperate with other applications and platforms via common standards. This is significant as BizTalk is a mature enterprise server infrastructure player and as small and medium businesses become more heterogeneous.

 Competitive advantages of BizTalk Server that can interest Business Decision Makers

• BizTalk Server provides real-time visibility into business processes that allows the business users to locate bottlenecks.
• it allows business users to easily aggregate information and analyze trends to make strategic decisions.
• BizTalk server provides business users with a channel to communicate with developers(using MS Visio) ad build on business processes and business rules.
• BizTalk Server minimizes software acquisitions and implementation costs.
• BizTalk Server entails low maintenance cost.
• BizTalk Server reduces training costs by using existing Microsoft technology skill sets.

 Competitive advantages of BizTalk Server that can interest Technical Decision Makers

• BizTalk Server provides single design environment with Visual Studio .NET to define and develop various artifacts of an integration solution.
• BizTalk Server uses the latest XML Web Service technologies to rapidly connect data and processes regardless of platform.
• BizTalk Server leverages the power of the .NET Framework and a BPEL4WS-based process development environment
• BizTalk Server enables organizations to easily deploy and manage automated business process that are dependable, secure, scalable, and enterprise-ready.

source: Microsoft web site selling BizTalk server.