products settings synchronization

I have two products, called A and B. Both products share some setting lets say X. Product A runs a timer that perform some action each X second. In product B, the user has the ability to change this parameter X. How can I make product A to know about the changes of the setting made in B? The only thing in common for product A and B are a Microsoft SQL Server database (where the settings will be written to from B as well).

I need some method/architecture that B can notify A when there are changed settings in the database, there are a lot of settings like X also, so should be a general solution.

Thank you!