Podcasts about msp

The guys celebrate National Cheeseburger Day, discuss MSP once again being named one of the best airports in North America and learn about the successful separation of conjoined twins. Plus, Tom Pelissero returns to the show to break down Josh Allen's ridiculous start, the Vikings' comeback against Green Bay, Kyler Murray's status and the chess match between Brian Flores and Caleb Williams.See omnystudio.com/listener for privacy information.

The dominant structural shift outlined is an accelerating concentration of market power and operational control within a handful of large technology companies and platforms, exacerbated by aggressive vendor channel consolidation and a move toward marketplace-based service delivery. This concentration is evidenced by recent actions such as Broadcom's decision to cut roughly 90% of VMware's partners and take top-tier accounts direct, as well as the increasing tendency of hyperscalers and major vendors—including Microsoft, AWS, and Google—to funnel services and resources directly through their own marketplaces and forward-deployed engineering teams. Reports discussed, such as the Omdia Global Partner 1000, reinforce the extent to which the industry has pivoted toward highly scaled players at the expense of smaller channel partners and MSPs.Evidence from the Omdia Global Partner 1000 report demonstrates that the top 30 service partners now generate the same amount of revenue as the bottom 970 combined, with the remaining 970 firms outperforming over a million additional smaller providers. The managed services market was noted at $608 billion—1.5 times the size of the global SaaS industry and all hyperscalers—yet smaller MSPs report decreased growth expectations and declining vendor satisfaction; for example, satisfaction in the UK and Ireland dropped from 37% to 19%. Further, partner programs for generative AI remain underdeveloped, with over 90% at only “maturity 3 of 10,” while 82% of MSPs acknowledge they are not prepared to scale as rapidly as customer demand for AI-driven outcomes will require.Additional developments deepening this concentration include widespread launches of vendor-controlled marketplaces and the growth of token-based consumption models. Companies such as SuperOps, ManageEngine, and Pax8 are positioning their platforms as marketplaces for MSP-delivered AI and SaaS, while Microsoft and AWS continue to expand both their direct-to-customer strategy and investments in pre-sale technical resources. Analysts project that the shift toward token-based billing and variable consumption will disrupt traditional per-user pricing, limiting future margin opportunities and accelerating direct transactional relationships between vendors and end-customers.For MSPs and service providers, these shifts increase dependency on large vendor platforms, raise the risk of abrupt contract changes, and intensify pricing and margin pressure. Traditional models relying on single-source vendor relationships and predictable per-user or per-device billing are likely to be replaced by variable, consumption-based contracts governed by token usage and direct marketplace transactions. Providers must prepare for heightened governance requirements, increased operational complexity in managing multi-vendor and multi-marketplace integrations, and potential threats to their role as strategic intermediaries in client accounts.Supported by: ProofpointGuardzUSecure

We got the big reveal for Project Down & Dirty 2026 and it is....MSP! The crew is going to get down and dirty at the airport! Brittany & Kendall are getting pumped to help their charitable partner Tubman.Millie Bobbie Brown and her husband Jake Bongiovi welcome their second baby via adoption. Madonna is heading back to perform at the VMA's, her record setting 5th time.Royal-Tea, Prince Charles responds to Princess Diana's brother's new shocking tell all.Are Brittany and Travis Kelce the same person? Or are they just gullible?Penny Masuku from the Earlybirds Club Minneapolis stops by to talk about the best dance party in the Twin Cities, that will have you home by bedtime!Which "Scream" franchise actor is embarrassed about reprising their role?See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Send us Fan Mail

Send us Fan MailAlex Stanton started building websites on dial-up internet in rural Idaho, founded Exbabylon at 14, and helped develop cybersecurity products before cybersecurity SaaS was an established category. That unconventional beginning eventually led him to build an MSP and MSSP, join a national private-equity-backed platform, and oversee technology serving thousands of businesses.In this conversation with Joey Pinz, Alex explains why successful AI transformation must remain centered on people. He shares the meaning behind his HUMAN > TECH philosophy, why most organizations are still experimenting with artificial intelligence, and how AI could help curious humans solve problems once considered impossible.Alex also explores founder conviction, the courage to pivot, transparent leadership, “blamestorming,” and why leaders should build people—not merely companies. He challenges the cultural belief that everyone should become an entrepreneur and argues that education should develop thinkers and leaders rather than compliant workers.Top Three Highlights

More leads will not fix a sales pipeline nobody is working. That is the lesson from a recent client visit where Laura Johns and her COO, Lydia Walker, found hundreds of open quotes sitting untouched inside a multi million dollar MSP. Active revenue nobody on the sales team was following up on.In this episode of Get More MSP Leads, Laura explains why the request she hears most, "we need more leads," is rarely the right diagnosis. Most MSPs asking for more leads already have plenty sitting in their pipeline. What they lack is a system for following up on what they already have.Before Laura touches a client's marketing strategy, she looks at three numbers: 1) How many quotes are currently open2) How many proposals went out in the last ninety days3) How many conversations have gone quietThose three numbers show whether the issue sits in lead generation or in the sales process itself.Laura also breaks down the buyer cycle every MSP sale runs through, thirteen to twenty touches before a prospect decides, and the close rate a healthy MSP pipeline should hit, 25% to 35%. Pull up your pipeline this week, count every quote that has gone cold, and call each one instead of emailing. Fix the pipeline first, then spend on generating new leads.The Business Growers helps MSP and IT company owners build the marketing foundation, sales pipeline, and follow up systems that let them grow past a plateau. Find your Growth Gap below to see exactly where yours sits.0:00 – Hundreds of open quotes nobody's working2:11 – Why more leads won't fix a broken sales process4:03 – Foundation before fuel: the 13 to 20 touch buyer cycle6:02 – Why you can't measure what you don't track8:04 – What a healthy pipeline looks like and the close rate benchmark10:17 – This week's homework: call, don't email

The episode reveals a structural transfer of forecasting and adoption risk from AI vendors to managed service providers (MSPs) and IT service organizations. Five companies—CyberFOX, Intezer, Sophos, Flamingo, and Charles IT—have taken distinct strategies to expand AI capabilities within the channel, underscoring a coordinated attempt to shift the uncertainty of AI demand, usage, and revenue forecasting off vendors' balance sheets and onto service providers.A central data point comes from Gartner's survey of over 1,300 technology leaders at companies above $50 million in revenue: fewer than one in four have successfully scaled an AI project across business units, even as 85% plan to increase AI investment and many cannot quantify current spending. Analysts note a move away from flat-rate subscriptions toward usage-based AI pricing, significantly increasing projected IT costs through 2035 for customers. The episode highlights that vendors are pre-building AI channel programs with the expectation that third-party providers will absorb both commitment risk and customer deployment burdens.Supporting evidence includes announcement details: CyberFOX's new North American deal with Ingram Micro, Intezer's launch of a comprehensive partner portal, Sophos's OpenAI integration targeting MSPs, Flamingo's open-source AI agent platform, and Charles IT's acquisition of Descent, an AI-native MSP. Spending data from Ramp and adoption surveys from the Census Bureau and Futurum Group further illustrate the gap between stated AI success and actual operational adoption, elucidating systemic uncertainty and reporting bias in AI project returns.For MSPs and IT leaders, the implications are clear: the structural shift means channel programs increasingly pass fixed commitments and usage volatility to service firms while providing little guaranteed demand. Practical safeguards include independently counting and verifying clients with active, process-integrated AI adoption before entering distribution contracts. Defining specific, outcome-focused criteria for adoption can protect against being tied to overambitious vendor forecasts, allowing providers to negotiate terms on verifiable demand rather than projections that vendors themselves could not convert.00:00 Everyone Is Selling To You 03:41 The Forecast That Didn't Convert06:29 Nobody Can Prove The Demand09:38 Why Do We Care?Supported by: GoTo(LogMeIn) Pax8

In this episode of Channel Chat, we're joined by Duane Lent, CEO of InnoVent, to discuss the evolving relationship between technology vendors, partners and end customers. The conversation explores why organisations need to think beyond the next hardware purchase, the importance of managing technology throughout its entire lifecycle, and how long-term planning can strengthen customer relationships and business outcomes. Duane also shares practical advice on refresh strategies, lifecycle management, financing technology investments, and the opportunities available to partners willing to take a more strategic role with their customers. Topics covered include: Technology refresh planning IT lifecycle management Financing and consumption models Building long-term customer relationships The evolving role of channel partners Maximising value from technology investments Strategic business planning Whether you're a vendor, reseller, MSP or business leader responsible for technology decisions, this episode is packed with valuable insights and real-world experience.

Barracuda's recent unification of its reseller, MSP, and services programs into a single partner success structure highlights a continuing trend toward channel consolidation and streamlined partner management among technology vendors. This realignment is designed to provide partners with a unified interface and consistent experience, moving away from segmented, product-specific engagement and instead centralizing processes, portals, and incentives under one program.The most consequential operational development is the consolidation of partner access points, reducing from seven disparate logins to a single portal. According to Barracuda, this centralization supports not only transactional activity but also encompasses partner enablement, updated certifications, automation of onboarding, and incentives tied to the entire customer lifecycle. The company reports that partner engagement through the new portal has exceeded prior benchmarks by over 20% compared to the previous period, with error rates reported below 10%.Supporting developments include Barracuda's adjustment of program features such as launching “Barracuda ONE” and Mastery certifications, adding compliance and AI-focused badges, and introducing a buy-now feature tailored for lower-volume purchases. The company also referenced plans to further modernize renewals, contracts, and support structures to address common channel complaints in billing, contract flexibility, and support availability.For MSPs and IT providers, these changes shift operational dynamics by consolidating vendor dependence and reducing administrative friction, but may also introduce risks related to program uniformity and centralized governance. Reliance on a single vendor-managed platform can concentrate risk if features or support become limiting for certain business models. MSPs should assess the tradeoffs of standardized engagement versus flexibility—especially for scenarios like minimum seat requirements and variable contract terms—and scrutinize the alignment between partner incentives and evolving compliance and technology demands.Supported by: ScalePadHaloPSA

In this episode of The IT Experts Podcast, I want to talk about one of the most common reasons MSP owners end up coming to the Growth Hub for help, and it is one I wish more people addressed before it becomes a crisis. That dreaded phone call. Your biggest client rings up and tells you they have been bought out, they are in financial difficulty, or they are simply leaving. If you are lucky, you have a three year contract in place. If you are not, you could lose that revenue overnight. This is client concentration risk in its rawest form, and it catches so many MSP owners completely off guard.  Client concentration risk builds quietly. On paper, your revenue looks healthy because your biggest client keeps growing with you. Underneath that growth, your exposure is increasing every month. Your costs stay fixed while your income becomes tied to the decisions of one organisation you do not control. When that client leaves, the cash flow shock is sudden, staff redundancies can become a real possibility, and instead of planning for growth you are firefighting to survive.  I want to share the five steps we walk our own clients through in the Growth Hub to manage client concentration risk properly, and I would love for you to take action on these today rather than filing them away for later.  The first step is to calculate the revenue percentage contributed by your top ten clients. Many owners only look at their bank balance and assume everything is fine. A healthy bank balance tells you nothing about debtors, accruals, or how exposed you really are. Once you know the numbers, you can start making informed decisions rather than hopeful ones.  The second step is to stress test what would happen if you lost your largest client tomorrow. Look at your contract length, whether that is thirty days or five years, and talk this through with your team. Bringing your help desk and wider team into this conversation matters, because client concentration risk should never sit with the owner alone.  The third step is to build and maintain a rolling ninety day cash flow forecast. This single habit gives you far more clarity than watching your bank balance ever will. It shows you your reserves, your incoming recurring revenue, and your project work, so you can make confident decisions around recruitment and resourcing rather than reactive ones.  The fourth step is to set a target to reduce dependency on any single client over time. If your biggest client currently represents fifty percent of turnover, aim to bring that down gradually, perhaps to forty percent next year and thirty the year after. Best practice suggests no single client should represent more than ten percent of turnover for a strong business valuation, and closing that gap steadily protects you from client concentration risk without damaging the relationship with that client.  The fifth and hardest step is strengthening what we call your new client runway, so you consistently replace revenue rather than relying on one relationship to carry the business. Account management keeps your existing clients happy, and it needs pairing with sales and marketing activity that brings in fresh leads every single month. We call this ONCA, one new client a month. Build credibility with your target market, stay consistent on your messaging, and bring your existing clients into events where they can introduce people who are not yet clients.  Reducing client concentration risk gives you a more resilient business. Your valuation improves, your cash flow forecasting becomes sharper, and your leadership time shifts from firefighting back into planning for growth. No MSP owner wants that call from their biggest client to be the moment they finally address this, so I would encourage you to run these five steps this week with your team.    Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It's 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.    Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK    And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.    If you're serious about growth and want to explore what this could look like for your MSP, you can book a Right Fit Clarity Call with us HERE.  OR  To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I'll catch up with you soon!   

The episode highlights the ongoing consolidation of the MSP sector, driven by acquisition-focused entities like Evergreen Services Group. This structural mechanism centers on long-term acquisition strategies and the operational integration of MSPs, with Evergreen positioning itself as a permanent holder rather than a market aggregator intent on short-term profit. The discussion underscores how private equity-backed firms operate within multi-market IT services, spanning managed services, application support, and specialized government contracts.Evergreen Services Group reports completing 47 acquisitions in the previous year, now owning 135 MSPs and 171 companies overall, with stated revenues of $1.5 billion and $250 million EBITDA. According to Craig Fulton, the company's standard acquisition model typically offers 90% of enterprise value in cash at closing, with a remaining 10% tied to a one-year earnout dependent on 15% EBITDA growth. Quality of earnings assessments and customer renewal health are described as primary factors that can stall or terminate deals, particularly if financial accounts lack clarity or significant customer dissatisfaction emerges.A recurring operational gap identified by Evergreen in acquisition targets is the absence of a dedicated growth leader within firms, which raises post-sale continuity risks. While questions were raised about the possibility of acquisitions inadvertently generating new competition in local markets—through staff departures and new businesses—no substantive evidence was cited that this has impacted consolidation effectiveness or market saturation. The dialogue also explored Evergreen's investor structure and commitment to transparency about backend ownership and fund relationships with sellers, with claims of a high earnout payment rate and seller satisfaction.For MSPs and IT leaders, the practical implications involve heightened scrutiny of operational maturity, especially in finance and client management roles, to realize sustained valuation and minimize deal-related risk. Vendor dependency deepens post-acquisition, as Evergreen leverages consolidated contracts to meet earnout targets. Owners not seeking to sell are advised to reassess account management practices, explore targeted AI integration for client engagement, and maintain competitive EBITDA performance, as independently managed firms continue to demonstrate strong profitability metrics. Supported by: GuardzTimeZest

Many MSPs already have the technical talent to deliver strong cybersecurity services, and the market demand is clearly there. But turning that expertise into meaningful recurring revenue is a different challenge, especially when vCISO offers lack clear positioning, a repeatable sales process, or the right delivery model. In this episode, we'll explore what separates MSPs that successfully scale vCISO services from those that struggle to gain traction and where AI is creating both opportunities and costly mistakes. You will walk away with a clear picture of how to build a cybersecurity offering that clients understand, value,and are willing to buy. >>> Whenever you are ready, here are 4 ways we can help you reach your revenue goals faster...#1 Unlock the full potential of your marketing engine. We'll provide you and your team with the direction, insights, and tools necessary to excel in the complex landscape of modern marketing. - Marketing Advisor On Call#2 Discover the marketing strategies & tactics that will guide your next quarter and unlock explosive growth in 90 minutes. - Quick-Start Marketing Strategy Game Plan#3 Discover a tailor-made strategy for unprecedented growth to transform your marketing in 30 days. - Unlock Your Growth Opportunities#4 If you need guidance on the most effective direction for your marketing, then schedule a call with us today! - Get Your Free Discovery Call Now

In this episode of Tomorrow's MSP Podcast, host Amy Lyons, MBA, CPCS, CPMSM, FMSP, is joined by Dr. Stuart Anfang, MD; Teresa Saulnier, CPCS, CPMSM; and Natalie Cruz, CPMSM, for a conversation about the importance of getting involved, volunteering, and building connections within both the MSP and broader medical professions.Our guests discuss what inspired them to get involved and give back, how professional relationships and engagement have supported their careers, and why making time to contribute beyond day-to-day responsibilities can have a lasting impact.Learn more about getting involved with NAMSS and explore volunteer opportunities through the current Call for Committee Volunteers, open through Wednesday, Sept. 23.www.namss.org | www.namssgateway.org | www.namss.org/About/Call-for-Committee-Volunteers

In this episode of MSP Business School, host Brian Doyle sits down with technology consultant and advisor James Davis to discuss the evolving landscape of the MSP industry. They dive deep into the transition from traditional break-fix models to the more integrated role of technology partners. Davis reflects on his own journey through various facets of the MSP world, offering rich insights into the shifts and transformations necessary for survival in the current digital age. Throughout the conversation, Brian and James explore the changing expectations of the modern client, emphasizing the need for MSPs to move beyond just infrastructure management to a more consultative role in business growth. They navigate the complexities introduced by AI and cybersecurity, advising MSPs to not merely add these as cosmetic changes but to fundamentally reimagine their business models. Davis stresses the importance of understanding clients' business challenges and aligning with their strategic objectives, a notion he refers to as becoming a "Technology Solutions Partner" rather than remaining a traditional MSP. Key Takeaways: Evolving Roles: MSPs need to transition from break-fix models to a comprehensive consultative role, focusing more on data, workflow, and clients' business needs. Vertical Specialization: Emphasizing the importance of specialization, MSPs should consider vertical or horizontal approaches to better align with client industries. Client-Centric Approach: Prioritizing client conversations and understanding their challenges is crucial for developing relevant technology solutions. Skepticism of Industry Hype: Davis encourages skepticism of industry trends without real insight, urging MSPs to focus on client-specific needs over generic industry advice. Transformative Opportunities: Viewing modern challenges as opportunities for transformational growth, with a focus on advisory services, strategic conversations, and rising above infrastructure management. Guest Name: Brian Davis LinkedIn page: https://www.linkedin.com/in/thejamesdavisaus/ Company: The TSP Adivsory Company Website: https://thetspadvisory.com/ Show Website: https://mspbusinessschool.com/ Host Brian Doyle: https://www.linkedin.com/in/briandoylevciotoolbox/ Sponsor vCIOToolbox: https://vciotoolbox.com

Most machine shops start thinking seriously about workforce development when they already need someone. A machinist quits, capacity jumps, the backlog grows, and suddenly finding skilled people becomes an emergency. MSP Manufacturing has taken a very different approach. Johnny Goode joins Paul and Brooke to explain how MSP has spent years building relationships with high schools, apprenticeship programs, students, parents, and the broader manufacturing community. Now, as the company experiences more than 50% revenue growth, that investment is starting to pay off. We dig into ROI Uplands, a regional program connecting high school students with real employers, and what it actually looks like to bring 16- and 17-year-olds into a working machine shop. Can apprentices contribute meaningfully in an environment where quality, safety, and precision matter? How much training does it take? And what happens to your culture when young people become a regular part of the team? We also get into the bigger problem facing manufacturing: many students and their parents still have no idea what these careers actually look like. Johnny, Paul, and Brooke talk about the earning potential hiding inside modern manufacturing, why exposure needs to start long before graduation, and what shops can do to help create the next generation of machinists instead of waiting for someone else to do it. What's Covered in this Episode (0:00) Why these apprentices hold themselves to a higher standard than anyone sets for them (2:17) Reintroducing Johnny Goode and getting a snapshot of MSP Manufacturing (4:11) 30 employees, six apprentices, and 50% revenue growth without adding bodies (5:30) How ROI Uplands links nine counties of Indiana high schools to local employers (7:51) Take your shop to the next level with DN Solutions (9:05) Eagle Manufacturing and the student-run businesses taking real jobs from industry (10:35) Interview day, the draft, and the state reimbursing half of apprentice wages (11:55) A three-to-two tuition deal that sends students into the workforce with zero debt (13:04) Brooke on steamfitting, welding, and the year of college she'd take back (14:47) 500 applicants, 100 placements, and why Indiana is ahead of the curve (16:14) What happens to culture when apprentices are the children of your employees (17:57) Win a fully tooled SVM 4100 from MakingChips, DN Solutions, and Kennametal (18:44) Why people apply to MSP when there are no job postings anywhere (20:38) What MSP does to support their community (21:40) The Band-Aid analogy: keep patching the wound or repair it (23:42) What a day actually looks like for an apprentice on the floor (26:09) What success looks like: Hiring for culture fit over subject matter expertise (29:10) Why students are choosing manufacturing internships (31:05) Countering the stigma that the trades are the fallback option (33:42) The $180,000 setup programmer nobody talks about (36:00) Reality-based AI for the factory floor at the IMTS Industrial AI Conference (35:19) AI as a force multiplier, not a people replacer (37:26) Why schools turn down free software, and what ProShop does instead (42:12) Advisory boards, wait lists, and the tech school near Tulsa with no students (45:33) Reaching third graders before anyone tells them what a machinist is (50:07) What gives Johnny the most hope for the next generation Resources Mentioned ROI Uplands Eagle Manufacturing (Brown County High School) ProShop ERP DN Solutions Kennametal Conexus Indiana MakingChips Machine Giveaway IMTS IMTS Industrial AI Conference Titans of CNC Connect with Johnny Goode Johnny Goode on LinkedIn MSP Manufacturing Connect with MakingChips www.MakingChips.com On Facebook On LinkedIn On Instagram On Twitter On YouTube

Don’t miss this massive ecosystem shift! Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Host Vince Menzione sits down with industry leaders Nicole Dziedzic, Erwin Visser, and Mira Ayad to uncover the critical transformations happening across the technology ecosystem and marketplace. The panel explores the impact of Reseller Enabled Offers (REO), the changing role of distribution into aggregation, and the immense opportunities surrounding agentic AI. They also dive into why MSPs need to ruthlessly simplify their technology stacks to make room for business value selling, and how data tools like ASPX are changing the game for proactive channel strategies. https://youtu.be/4Ox507-0l_8 Key Takeaways The marketplace has completely transformed software procurement and is now rapidly expanding into the SMB sector. Reseller Enabled Offers (REO) allow partners to own private offers on behalf of ISVs while maintaining their trusted advisor status. Ingram has introduced the MCP server to help partners automate and pull necessary distribution data seamlessly. The next few years represent a “golden age” for MSPs if they can successfully adopt, build, and operationalize AI agents. Microsoft’s ASPX platform gives partners critical usage and marketing signals to proactively target customer opportunities. MSPs must simplify their bloated technology stacks to create space for selling true business value with agentic AI. If you're ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags agentic AI, Reseller Enabled Offers, MCP server, marketplace syndication, ASPX data, Agent 365, precision velocity, managed service providers, hyperscaler enablement, technology stack simplification, Ultimate Partner Experience, cloud solutions strategy, customer zero, ISV go-to-market. Transcript Nicole – Erwin – Mira Podcast [00:00:00] Mira Ayad: I think it’s a very simple formula. Start where your customer is at, like meet the customer. Where they act is not just a generic cliche state statement. [00:00:10] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way hyperscalers are partnering, how AI is remaking the channel. And what it means to win in 2026. [00:00:21] Vince Menzione: Welcome to the Ultimate Partner Podcast. I’m Vince Menzi, own your host. And each week I sit down with leaders at the intersection of technology, partnerships and outcomes, the voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:43] Vince Menzione: It is the strategy because being in the room changes everything. Let’s start. [00:00:53] Vince Menzione: We’ve got some word friends of ultimate partner coming up now, and then I’m gonna have them come up and introduce themselves. Uh, most of these people I’ve had the opportunity to meet Nicole, come on up. Come on. Good to meet you. I’m gonna have everyone introduce themselves. This guy, I never know. I’ve never met this guy before. [00:01:12] Vince Menzione: Mira, great to see you again. We gotta be on stage about a month ago. Yes. And we get to do this again while a different panel conversation. So, terrific. [00:01:22] Vince Menzione: Nicole, we’re gonna start with you on from the far end and come this way. So I’ll have you introduce yourself to, to our audience. [00:01:27] Nicole Dziedzic: Yeah. So, uh, so I lead our, uh, US business for Ingram, uh, really focused on our customer success and renewals across our vendor stack. [00:01:36] Vince Menzione: Thank you for being here. [00:01:37] Nicole Dziedzic: Okay, [00:01:37] Nicole Dziedzic: thank you. I’m excited. Awesome. [00:01:39] Erwin Visser: Yeah. Uh, great to be here again. Thanks, uh, fin for, for having us and a lot of familiar faces. So, uh, Erman, Viser, uh, I recently changed roles, so four weeks ago, uh, in Microsoft. I’m, uh, I just, uh, started to, uh, to lead the, uh, the Cloud Solutions Strategy team, uh, still in GCPS, so our global channel organization. [00:02:01] Vince Menzione: And Mira, great to see you again. [00:02:03] Mira Ayad: Same here. Yes. I’m looking forward for this conversation. We had so much fun last time. [00:02:07] Vince Menzione: Yes, [00:02:08] Vince Menzione: so [00:02:08] Vince Menzione: good. [00:02:09] Mira Ayad: My name is Mira Ayad . I’m the GM for a global Microsoft marketplace. My team leads the strategy and operations. I’ve been with Microsoft for seven months, I think, but this is not my first rodeo. [00:02:21] Mira Ayad: This is my fourth time boomeranging to Microsoft. Yeah. [00:02:26] Vince Menzione: And for context for people, we have talked about marketplace quite a bit, but the conversation has expanded at Microsoft in, in bigger ways. Uh, before, was it November that. REO was announced. [00:02:39] Nicole Dziedzic: Yes. [00:02:40] Vince Menzione: Yes. We’ll talk about that. But maybe you, you talk a little bit about the reseller enabled, uh, offers and, uh, and maybe we’ll take, we’ll take us through that and then how Ingram has been a great partner, and of course, Erwin’s organization has been really front and center with some of this. [00:02:55] Vince Menzione: So let’s go there for, let’s go first tell us, tell us about, about REO. Sure. For those and, and your, your role is, um, we had Cy on stage yesterday. But your role is front and center with the channel, with the with the reseller community. Right. Taking marketplace into the resellers. [00:03:12] Mira Ayad: Sure. So, uh, Cyril is my partner in crime. [00:03:16] Mira Ayad: He leads the marketing for marketplace. Um, my team focus across all personas that hits marketplace from an ISV to channel partners, buyers, and even the Microsoft sellers themselves. Like how can we bring that vibe and that energy? To bring marketplace, to be front and center. Um, REO is, um, a feature that we’ve launched back in November and it’s, it was a very strong statement from Microsoft of how we’re bringing the channel partners into that marketplace journey. [00:03:45] Mira Ayad: With RE Reseller enabled offers, we allow partners to own the private offer that they can extend to their customers on behalf of the SDCs. So kind of bring that scale mechanism for SDCs to access that channel community and for the channel partner to remain the trusted advisor and provide not only marketplace, um, products, but Microsoft services their own professional services. [00:04:12] Mira Ayad: And wrap that and provide a one-stop shop for customers. [00:04:17] Vince Menzione: And it’s really lit up organizations like Ingram. Nicole, I like, it’s been a maybe a minute here, like talking about the evolution of Ingram. ’cause I think back at the old role of the DTI credit, availability of product and delivery, right? Yeah. The kind of the three things. [00:04:34] Nicole Dziedzic: Yeah, and those are still really, really important to the core of how we go to market. ’cause I think we heard yesterday, every dollar of software, uh, requires a dollar of hardware. So it’s not anything that we’re getting away from. But I think, you know, the marketplaces and the automation, and really where we’ve been transforming our business over the last six to 10 years is how do we take some of that transactional work away from our partners? [00:04:57] Nicole Dziedzic: Make it simpler so that you can really focus on more strategic areas. Marketplace has been a, a heavy part of our go-to-market and something that we’ve been embracing for many years now, um, and seen a lot of success in helping the partners on that journey and helping the vendors really accelerate that with the partner community and the end customers. [00:05:15] Nicole Dziedzic: But it’s also really enabled us to look at how do we wanna show up into our partners differently, right? So as we automate our business. Help our partners automate their business. We have the opportunity to upskill our own resources. And so some of the key areas that we’ve really been focused on is our post-sales motions, and how do we really ensure that the partners customers are leveraging the technology, optimizing it, and adopting it in a much faster pace. [00:05:45] Nicole Dziedzic: So that the investments that they’re making are netting an ROIA lot quicker. Those, uh, those have been things that we have accelerated across our vendor stack. Um, and I think it’s gonna become much more important as we continue to see technology evolve, especially around AI and co-pilot’s. A huge part of what we’ve been really focused on for the last year. [00:06:05] Nicole Dziedzic: Um, the biggest thing that we’re really seeing in the market today. Not just within the MSPs, but within our end customers is that they struggle in terms of how they really get the ROI out of it quickly. Um, and so our team is very human first. Uh, we do have digital motions, but really human first to really dive into the different personas. [00:06:25] Nicole Dziedzic: How do we help them attack that from an end customer perspective? How do we really help them drive value out of those solutions? [00:06:32] Vince Menzione: So what does enablement look like for them? [00:06:34] Nicole Dziedzic: Yeah, so, um, I loved the quote, uh, from some of the folks in the last session because it’s really about meeting our customers where they are. [00:06:42] Nicole Dziedzic: And so it is a, I always call it we play in the gray and we love to play in the gray all day. Um, because our partners and our our partners customers wanna interact differently. And so we wanna make sure that we have, um, ways to interact with them across. Stack both from a digital standpoint where you can really drive efficiency through digital messaging and marketing, um, all the way up to high touch. [00:07:03] Nicole Dziedzic: So those larger customers can get, uh, hands-on training and enablement. We can do it on behalf of our partners or with our partners to really drive that into the end customer, and then that enables us to really customize it. So what personas are we going to engage with? What are the key features we’re looking to get out of it? [00:07:20] Nicole Dziedzic: Um, and largely what are the outcomes that that company is driving towards over the next 1, 2, 3 years, so we can always stay ahead of what their needs are. [00:07:29] Vince Menzione: Nice. So Erwin, what is Microsoft doing to enable this distribution channel to be more effective with partners? [00:07:36] Erwin Visser: Yeah. Uh, it’s a great question. And, and Nicole, I I love how you, uh, and, and Ingram is, is kind of really leaning in mm-hmm. [00:07:43] Erwin Visser: In driving these customer outcomes and, and helping your partners that even if needed, kind of working with your partners or stepping in front of your partners to help drive these outcomes. ’cause I, I think that’s, uh, we’re. Uh, it clearly ev you, you need to meet the customer where they is. But, uh, having helping customers adopt ai, adopt these new AI solutions agents, I think that is going to be super important for partners to drive, uh, incremental value and also the ROI for themselves as well as for the, for the customers. [00:08:14] Erwin Visser: But Microsoft is, have we, um, one of the things that we are heavily investing in at this moment is our skills platform, our scaling platform. So we, we, if, if people have followed us, we kind of revamped it in the last three, four months. Uh, and we are really not just investing now heavily in technical skills, but also project readiness skills for partners as well as sales skills. [00:08:37] Erwin Visser: Uh, like how do you sell in this new world of, uh, of ai. So where you can see, uh, uh, incremental, uh, ongoing investment in our scaling platform. Um, the other thing that we’re, we’re really working on at this moment, uh, with our. Tech team is, is building more helping partners to build like standardized service offerings and also understand this what’s, what is the capability they need to be successful in and, and become ed themself. [00:09:05] Erwin Visser: And, and we’re doing that also in partnership with the, with income. So income can use kind of some of these, these frameworks than to, to leverage them for their partners and then help with, uh, with that enablement. [00:09:18] Vince Menzione: So Mira when we think, so we think about it from a couple different lenses here, right? [00:09:22] Vince Menzione: Because we’ve got the Microsoft first party products that are, that are being offered through distribution channel to customers, and then we have what I call third party, right? Mm-hmm. Which is a lot of what the marketplace does. It does both. But I think about the marketplace, I think about ISVs, I think about agentic ai. [00:09:40] Vince Menzione: How do we, how do you bring it all together? [00:09:43] Mira Ayad: Um, the way I think of marketplace, and you and I talked about this before, yes, it’s that intersection where SDCs ISVs services and solutions meet. First party solutions meet professional services provided by system integrator and all wrapped up to provide that complete solution for customers. [00:10:04] Mira Ayad: So marketplace, kind of that perfect intersection for all of those parties to meet, um, from a customer perspective depends on the segment. We all know that marketplace is born and raised to be an enterprise tool. Now we’re seeing more and more s and b customers coming trying to leverage marketplace. [00:10:20] Mira Ayad: Yeah, [00:10:20] Vince Menzione: very much so. [00:10:21] Mira Ayad: So the role of enablement and how we activate the channel to really be front and center, more proactive as they go and talk to their SMB customers. Find the ways to monetize their solutions and their services for the SMB customers so they can adopt that marketplace. Because with everything that’s happening in the industry, one thing we know for sure that marketplace transformed how procurement of software happens. [00:10:46] Mira Ayad: Yes. And it’s here to stay. [00:10:48] Vince Menzione: Very much so. Very much so. And Nicole, I’m interested too on, on this side because we, we have, this is the first year that we’ve invited quite a few MSPs into the room as well. Right. We were very much ISV and reseller and, and SI focused. Uh, this time has changed like no other. [00:11:05] Vince Menzione: Right. We’ve been talking all morning about all this agentic ai. As an as an MSPI, my my sense is like I need to have my hands on the steering wheel for my customer at all times. And how are you thinking through it? How are you working with those organizations on driving some of that? [00:11:22] Nicole Dziedzic: Yeah, so again, it’s about meeting even our partners where they are. [00:11:26] Nicole Dziedzic: And so one of the things that we’ve recently released at Ingram is our MCP server. And so how do we enable our partners to then connect their agent capabilities that they’ve built internally to grab the data from Ingram so that they can interact with us how they want to, you know, we have our platform and, and. [00:11:43] Nicole Dziedzic: We don’t wanna force everybody to go into a platform. And so that server is gonna enable you to build capabilities internally in the tools that you’ve already invested in so that you can, again, refocus your energies and your teams, um, on selling on these new go-to markets that enables you to grab the data that you need and. [00:12:03] Nicole Dziedzic: Essentially a snapshot of your account when you’re buying through distribution, all with a really simple click of a button. I know I, I oversimplify it, but I’m not that technical. Um, but it is really a click of a button. And so as we continue to release capabilities, API feeds, if you’re connected via that server and you have those agent capabilities already internally, then it’s as simple as us just continuing to release and you’ll continue to be able to grab that information. [00:12:28] Vince Menzione: Mira’s gram’s approach, what you’re starting to see across most of the distribution channel. Yeah, [00:12:34] Mira Ayad: more or less, yes. Like we, we’ve seen, we’ve partnering with Ingram on, on multiple fronts. Uh, there’s another feature that we bring and Ingram has been our, uh, partner in crime, which is syndication, which we push the marketplace listings into the Ingram portal to support what Nicole just said. [00:12:52] Mira Ayad: So partners get to use the tools that they are using today. We’re meeting them where they are. We’re not forcing them into one platform over the other. Um, I think enablement. The role of enablement and the distributor as an enabler is going to grow even more. Uh, switching that message of how can you sell a task oriented agent versus a solution [00:13:17] Mira Ayad: Yes. [00:13:17] Mira Ayad: Um, is a, is a game changer. And we also see, I I like to say this, like distribution are now becoming an aggregation and a distributor. Yes. So they get to aggregate all that solution between all hyperscalers marketplaces. And find that core enablement so partners can be a plug and play and use their core competency to sell and be that trusted advisor for their customer instead of wasting time trying to figure out where to get enabled or how to get enabled. [00:13:44] Mira Ayad: Mm-hmm. So absolutely a hundred percent the aligned. [00:13:46] Vince Menzione: Yeah. Enablement seems to be a big theme here, right, Nicole? And, and, and you’ve got some new products is MCP server and. Some of the things you’re doing there as well. [00:13:55] Nicole Dziedzic: Yeah, I would say even above and beyond the, the MCP server for the automation, you know, enablement enable is kind of our core function of our enablement strategy and enable ai, enable MSP are two of the most recent ones that we’ve released to market. [00:14:10] Nicole Dziedzic: Um, one of the things that we’ve really identified. Especially within the M-S-P-S-M-B and mid-market partner community is that there’s still a struggle in what does AI actually mean for my strategy and out to my end customers. And so we’ve created paths to enable our partners, MSPs, their end customers on how do you build that strategy for AI that’s both going to create outcomes for your end customers, um, but also be safe and secure as you kind of bring it to market. [00:14:39] Vince Menzione: Erwin on your side, on the marketing side, and you just shifted roles. You were [00:14:43] Erwin Visser: Yeah. Know. Yeah. Piece. Well, I didn’t forget everything that I did. Okay, good. No, I, it was only last week. Right. I’m, I’m getting older, but I still have a little bit of memory. Last year, uh, the, the, um, yeah, I wanted, uh, react quickly on the, on MSPs, especially think it’s incredible time. [00:14:59] Erwin Visser: And, and, uh, and, and so you, I think most people probably know that Microsoft, this, uh, our fiscal year start on July 1st. So May, uh, uh, April, may up to June is like really our crunch time for planning. So we’re in the middle of it. But, and, and without seeing, like giving you too much like insights or details, but. [00:15:18] Erwin Visser: We, we believe there, uh, is an in significant opportunity, almost like the golden age for MSPs in the next years. [00:15:25] Vince Menzione: Yes. [00:15:26] Erwin Visser: Uh, if they are able, the, the partners that are able to embrace ai, and we, we kind of think about it in, in maybe in three different like steps or, or framework of clearly, uh, being a customer, zero. [00:15:41] Erwin Visser: And I assume a lot of people, or a lot of people talked about it in the last day and a half, so I don’t have to go in deep here, but hey, you have to adopt the technology itself to be able to deliver and sell it to customers. But then the, the other two steps that we believe one is, uh, uh, built an an agents or an agent accelerator and, uh, that can mean that. [00:16:02] Erwin Visser: Uh, leverage, uh, marketplaces for finding and customizing agents or having competency in-house to build agents for your customers. And then the third step is, is operationalize agents. And I think pe the partners that have experience at this moment with managed services probably have a step ahead. ’cause we had the in. [00:16:24] Erwin Visser: For more and more customers in the future, we’ll rely on a partner to manage and to help support their, their, uh, agent infrastructure. And so, uh, MSPs that can really, uh, jump into that and can help customers to manage, protect, secure, uh, uh, uh, their, uh, their agent in, uh, infrastructure, uh, that will be an an significant opportunity. [00:16:49] Erwin Visser: Um, one of the products that, you know, I’m, I’m not gonna do a product pitch yet, but still, I’m gonna mention you can, [00:16:55] Vince Menzione: and you can also share things that are gonna be announced with us as well. [00:16:58] Erwin Visser: Well, this is, uh, this is, this is announced already, but hey, we, uh, one of the technologies we are very excited about that’s, uh, hopefully can also support MSPs is, uh, agent 365. [00:17:10] Vince Menzione: Yes. [00:17:10] Erwin Visser: Which, uh, which really can help partners to, to kind of like secure and manage and, and drive governance around [00:17:17] Vince Menzione: agents. Still, still very new product by the way. [00:17:19] Erwin Visser: Yeah, it’s, uh, uh, [00:17:20] Vince Menzione: makes a big difference. [00:17:21] Erwin Visser: Awesome. [00:17:23] Vince Menzione: So, Mira, this is very, you know, it’s funny because initially when you would think about what you, what you’re doing with REO as being like big ISVs, selling big solutions through marketplaces, we, we now brought the channel in. [00:17:38] Vince Menzione: But now the ag agentic has really changed the things dramatically. Right, right. Let’s talk about that. How does it, how does it fit into your strategy as you go into the SMB market as well? Right. [00:17:48] Mira Ayad: Great question. And um, I’d like to tell a story in a little [00:17:52] Vince Menzione: bit. Please, please. [00:17:53] Mira Ayad: So, one of my greatest mentors, um, I was just having a chat with him a couple of days ago, and I’m just like, the market is changing faster than anyone can catch up. [00:18:02] Mira Ayad: And he told me, Mira. It’s not a chess game anymore, it’s a squash game. So it’s all about being agile, beating the ball with it, what it is, uh, and moving fast. And I think the strategy for marketplace and for the channel, Microsoft has always been a channel first company, so this is not a news for anyone. [00:18:20] Mira Ayad: Next year we’re focusing more into bringing the channel into marketplace. We are having, and I’m sure Sarah talked about it, uh, yesterday a little bit. We’re having very targeted approach to bring. Agents that customer actually wants into marketplace. So not just a, a traffic jam of agents. Uh, we’re being very precise about it from a channel perspective. [00:18:44] Mira Ayad: Alex? Agree. My colleague, she has a, an a a session later. She [00:18:48] Vince Menzione: does for having Alex on stage here. [00:18:50] Mira Ayad: Yes. And she’s gonna talk more about this channel strategy overall, but being customer zero. Is big for us and precision velocity is something else. Like how can we help the partners [00:19:00] Vince Menzione: precision velocity. I like That’s [00:19:02] Mira Ayad: right. [00:19:02] Mira Ayad: And she’s gonna talk a lot about it. I’m [00:19:04] Vince Menzione: not gonna say [00:19:04] Mira Ayad: her thunder. [00:19:05] Vince Menzione: I wanted to hear, I wanna hear more about it. So it’s, it’s compelling. [00:19:08] Mira Ayad: I know. Just, uh, a under session today, [00:19:11] Vince Menzione: well, I think I’m gonna be leading it, but come in this afternoon. Absolutely. [00:19:16] Mira Ayad: Absolutely. Yes. So moving from being a scale player to actually know what you’re really good at and have that precision. [00:19:23] Mira Ayad: To sell and get your customer where they want to be. I think it’s, it’s all how the strategy is aligned, yet shifting a little bit to reflect what’s happening in the industry. [00:19:33] Vince Menzione: And you’re no stranger to marketplace. Right. Um, we talked about your career journey, but you start off in Microsoft. We sort of knew each other back in the day, right? [00:19:43] Vince Menzione: Yes. Public sector. [00:19:44] Mira Ayad: Yes. [00:19:44] Vince Menzione: And then you left and you went across the river or across, across the lake. It was a lake or river? The lake. Lake. Yeah. You can tell I don’t live here, but [00:19:53] Mira Ayad: it’s a pond. [00:19:53] Vince Menzione: It’s a pond, yeah. [00:19:55] Mira Ayad: Um, so yes, I did start in, uh, Microsoft as a PDM for public sector focusing on education partners. [00:20:00] Vince Menzione: Yeah. [00:20:01] Mira Ayad: Um, [00:20:01] Vince Menzione: Anthony Salcito. [00:20:02] Mira Ayad: Anthony STO was the GM back then. And then I spent some time in an ISV. Um, it was a startup. I think I’ve, I had like my MBA on how to start businesses there. Which I boomerang to Microsoft to be part of the architecture team of a tiny program. I’m not sure if you guys are familiar with it. [00:20:23] Mira Ayad: It’s called CSP. So I launched CSP for the channel partners hosting telco’s, distribution. And then, um, our neighbors across the pond called the pond, me to come and help them build a channel program. Um, and then for, for three years, and then I spend the next seven. On AWS marketplace, uh, helping with, uh, channel adoption and strategy and enablement. [00:20:50] Vince Menzione: Nice. Very nice. Okay. And, um, the perspective on that as well. Bringing you, you talking about being precise. I think I heard what I, what I gleaned from your last set of comments is it can be so overwhelming to have all these agents, thousands and thousands of agents out there, how do, how do I decide, what do I go do and do the agents conflict with one another in terms of how they, how they react, and how they maybe start procuring on my behalf. [00:21:18] Mira Ayad: Um, I think it’s a very simple formula. Start where your customer is at, like meet the customer where they at is not just a generic cliche state statement. Customers are gonna lead our MSPs, our channel, our distribution, and our hyperscalers with their marketplaces or what needs to be built and how fast they want it. [00:21:37] Mira Ayad: And we should not lose sight of that. Um, just. Customer win is a win for everyone. That’s the, that’s, I think that’s the simple formula. And across all, uh, hyperscaler marketplaces, I think everyone is trying to win the heart and the mind of the customer first. [00:21:52] Nicole Dziedzic: Yes. [00:21:53] Mira Ayad: And then we, as the platforms and the channel community, we need to work very closely, um, with precision, with high level of, um, depth of knowledge to bring customers faster and make that customer zero. [00:22:10] Mira Ayad: From our perspective as an internal customer first and our first customer that we’re gonna build the case studies around to build that flywheel so we can accelerate that. So the first five offer becomes, the second, becomes the hundreds. Um, and this is how we bring it on. But always start from the customer. [00:22:26] Vince Menzione: I’m thinking about Jay’s slide yesterday, Jim McBain slide about the 28 moments [00:22:31] Mira Ayad: Yes. [00:22:32] Vince Menzione: And all the, all the partner types that are involved in that process. Right. The ISVs. Uh, CSPs, I mean actually lay out more partner types, ISPs, CSPs, distributor, uh, reseller, all all aligned in that customer journey and all. [00:22:49] Vince Menzione: And so just that coordination and that effort. I just wanna get everybody’s point of view on that maybe. [00:22:53] Erwin Visser: Yeah. [00:22:54] Vince Menzione: Or [00:22:54] Erwin Visser: you want start, Nicole? [00:22:55] Nicole Dziedzic: Yeah. I mean, I think it takes an army, right? And I think it’s about how does each. Each kind of persona simplify the process for the next person. And I think that’s probably the key piece of it. [00:23:06] Nicole Dziedzic: And I’ll, I’ll talk from a distribution lens, is that our goal is that we wanna make sure it’s simpler for our vendors, for our partners to be able to transact in the marketplaces. Um, and also be that conduit, right? To provide that feedback back to vendors around what’s working, what’s not working, so we can go faster, right? [00:23:23] Nicole Dziedzic: And so the partners can go faster, um, but also be super sound in how they bring it to market. [00:23:30] Vince Menzione: And I, and I think what I also got outta that conversation, I want to get your point of view on this, is because again, I go back to ISV thinking, direct selling model. [00:23:39] Mira Ayad: Yeah. [00:23:40] Vince Menzione: And oh, there’s this thing called the channel and oh, we have to go do this. [00:23:42] Vince Menzione: But I think what that illustrated, that slide illustrated to me yesterday. Was how important to have all the multiple touch points involved because the deal is happening before you were entering the room. Right. So how, how are you, how and again, why, why do ISVs? I think, I think the answer is right there. [00:24:00] Nicole Dziedzic: Yeah. I, it’s about how do we scale you and how do we simplify. For the partners. Um, I think the biggest challenge that young ISVs really run into is that they do forget about the channel. And the channel is massive. Um, and the channel gives you reach and it gives you scale by leveraging MSPs and better communities. [00:24:24] Nicole Dziedzic: Distribution comes into the fold because we are that scale for the partners themselves. We are that scale for the MSPs, right? And so there has to be a connection between the two to really enable the ISVs that are direct today, um, to scale to probably the levels that they wanna scale, and a trusted partnership where we can bring in. [00:24:46] Nicole Dziedzic: What works, what doesn’t work? Best practices. ’cause we have worked with a lot of vendors and we continue to work with a lot of vendors, um, on how to continue to scale their business. [00:24:55] Vince Menzione: What’s it, what do they get wrong? You mentioned the younger ISVs. Mm-hmm. The newer is more startup ISVs and the startup doesn’t take long. [00:25:02] Vince Menzione: You can get to a billion dollars. Yeah. Pretty quickly these days. What do they get wrong? And then how do you solve for that for them? [00:25:08] Nicole Dziedzic: I, I think what they get wrong at times, um, is building out a true partner program that makes sense for the MSPs, for traditional VARs, um, for sis to actually wanna participate, right? [00:25:24] Nicole Dziedzic: Because there’s a lot of competition out there, and you have to differentiate yourself. And part of that is making sure you’re not forgetting about what you’re. Partner program is gonna be to bring to market. I think that’s probably the biggest thing. The, the other piece is that, you know, there is a lot of solutions out there and so what’s your compelling event, compelling reason, right, for a partner to wanna bring you into their stock, into their end customers. [00:25:47] Nicole Dziedzic: And that is something that we, at times are missing as well, is, is what’s differentiating you from the person next to you. [00:25:55] Vince Menzione: Mira, anything to add to that? [00:25:57] Mira Ayad: Um, I think working with ISBs for the past, I don’t know how many years in my career, um, I always get asked the same question, how can I utilize marketplace? [00:26:06] Mira Ayad: How can I do the pricing? And I listed on marketplace, how come the deals are not falling from the sky? Yes, exactly. And um, my answer has always been. Listing a marketplace is the first step, not the last, right? What is your go-to-market strategy? How are you going to go to market? What’s the role of the channel that they want them to play? [00:26:28] Mira Ayad: Do you want them to become just a reseller and an extended Salesforce arm? Do you want them to take that to implementation and take your support? I think Microsoft kind of between all of the partner types that we have and the great distributors that we partner with, we kind of unlock that for guys because we can have that conversation and help them with their go-to market strategy. [00:26:49] Mira Ayad: But I think first is marketplace need to be in the beginning of the deals, not at the end. So they can always be like, okay, I’m going to be listed to the marketplace when they pitch that to the customer. Bring the marketplace philosophy and the channel into the deal making. Not on the 11th hour. Yeah. [00:27:06] Vince Menzione: Yeah. I liked what an ISV said earlier about actually unlocking their sales organization by putting incentives out there. Yes. To be marketplace first. Erwin, you, you’re the accelerant. Yeah. Go to markets. You’re the marketing guy in the, in this conversation. [00:27:21] Erwin Visser: Yeah. So I, I’m, I’m maybe, uh, I was thinking on the other side, it’s like, and there’s a clearly a role for the ISV. [00:27:26] Erwin Visser: Yeah. And opportunity through marketplace. I also think there’s an opportunity on the MSP side to really, uh, be proactive around, uh, the ISV solutions that you can deliver to your customers. And, and one of the things that, uh, I, I still see is that, uh, some of our partners are not using just the data that is available and that we also have, uh, as Microsoft and with Ingram give to our partners to really see what the opportunities are out there. [00:27:52] Erwin Visser: And, uh, a new, uh, platform that we released, uh, a few months ago. A SPX. Uh, I would kind of be curious to see, uh, hands up like, uh, of the MSPs in the room. Have you heard of a SPX? A few. Okay. So we still have a little bit more eventually to do here, but, uh, yeah. So we we’re, uh, bringing, uh, data sources to our partners, uh, that combine like usage data and marketing signals, other information that we have, licensing data that that really helps our partners also because. [00:28:24] Erwin Visser: To be, to understand where your customer is. Yeah. You first have to understand also the data of your customer and, and the signals that they are giving in the marketplace so you can help understand where the, the next opportunity is. And so we’re, uh, we have another great partnership with, uh, with Ingram around this data sources and in income enriches them and brings them to their resellers. [00:28:45] Erwin Visser: But I think that’s still, uh, uh, clearly if I saw the hands, an opportunity for us to, uh, to bring that more to the market. Yeah. [00:28:53] Vince Menzione: And let’s not forget the MSPs in this conversation, right? Because they are like at, at all, at all levels, whether it be first party, third party, cross marketplace. They are the instrumentation in front of the customer. [00:29:05] Vince Menzione: And I think there’s a great opportunity and know you talk about how you and enabling them. Um, maybe some last comments about how MSPs in this room could be more successful in the coming year, working with your organizations. Yeah. [00:29:18] Nicole Dziedzic: Yeah. I mean, I think for us it’s challenge us, um, bring forward things that you want and need, even if they seem outlandish from a distribution standpoint, right? [00:29:28] Nicole Dziedzic: We wanna continue to make sure we’re meeting you guys where you are with what you need and how you wanna be interacted with. Um, so I think that would probably be my biggest thing. I do. Before we, I just wanna go back to the as PX data real quick. I do wanna give a plug on the as PX data, because I do work with all of our vendors within Ingram and, and I will say the data. [00:29:46] Nicole Dziedzic: Availability that you guys have released has been above and beyond what we’ve seen from most of our vendors. We hear a lot of can’t share that it’s legal, can’t share that it’s legal. Um, this really enables us and the MSPs to, to see not just where their customer needs to go, but where they’ve been. [00:30:04] Nicole Dziedzic: Right. And so how do you really frame a conversation that’s really strategic by leveraging data and data that will intake and be made available for everybody that, um, purchases through distribution so that you can have that ready at your hand. So I just wanna reverse back to that ’cause it is a really great data set, um, and something we don’t see a lot of vendors actually released to the masses within the partner community within distribution to leverage. [00:30:29] Erwin Visser: Yeah. I, I love that quote, by the way, but it’s, thank you, Nicole. Uh, so the, but, uh, uh, your question is around how we are enabling MSPs, correct? Yes. Yeah. Right. So I had the, um, there, there’s a, there’s a few things here. Uh, I think that, am I, if I’m being honest, there’s still some points that we need to improve on our technology and our roadmap Yeah. [00:30:53] Erwin Visser: Of our technology. So this is clearly well understood within Microsoft and there’s areas that we are, uh, that we’re working on and, uh, we’re taking very serious, uh, at this moment. Good. Uh, to help you like, manage, uh, uh, our technology across, uh, uh, significant numbers of, uh, of, of tenants. Um, the, the second thing I would say is that clearly we talked about scaling. [00:31:16] Erwin Visser: We talked about enabling, uh, added technology to help you build out your managed services from, I would say from the, the, or the, the infrastructure to security to also agents. Now with some of the new technology that we, uh, that we have released. The, the third thing, and this is maybe more of an ask to the MSPs, is that, uh, when I talk to MSPs, when I see the research, uh, I believe that still at this stage, uh, you mo uh, the average Ms. [00:31:44] Erwin Visser: P has like 30 different products in the technology stack. That’s crazy. And, uh, and so I, I simplify. Simplify. Yes, I understand how you got here. Uh, it’s a lot of like, uh, best of breed, maybe selection through, through history. But I think, uh, my advice to MSPs is like, if, if, if you wanna create space for selling business value and for building out like an an AI accelerator for your customers, you need to find a also space to simplify your technology stack. [00:32:15] Erwin Visser: ’cause that’s what we believe. That’s not where the, the opportunity sits in the future. Uh, and that’s also not where I think the, uh, the, the margin sits for, for our partners in the future. So simplify your technology stack. We have ideas about that simplification clearly, but, uh, happy to talk to you about it. [00:32:33] Erwin Visser: But, uh, yeah, simplify and then create space for, uh, for really selling business value with, uh, with agenda ai. I think that’s a, a huge opportunity. [00:32:42] Vince Menzione: There any last comments before we start? [00:32:44] Mira Ayad: Um, a very short comment. So from an enablement perspective, we have a very intentional, proactive focus on enabling the MSP and FY 27 and the remaining of FY 26. [00:32:55] Mira Ayad: Um, yes, last year was the year of the channel. I think next year is going to be the year of, uh, marketplace Channel and MSPs. Um, but I do have an ask. We build marketplace. For you and with you, and you are the closest to the customer. So please be the voice of the customer. Bring us that feedback. Let us know how we can build a marketplace that meets your customer needs so it makes your life easier instead of having to spend time figuring out how to incorporate marketplace in your strategy. [00:33:24] Vince Menzione: I love that we had Jose Gomez. K. Uh, with us yesterday and he spent a lot of time with the partners to getting that feedback, so it was wonderful. [00:33:32] Mira Ayad: Another big guy. [00:33:32] Vince Menzione: Thank you so much. [00:33:34] Vince Menzione: Thanks for listening to The Ultimate Partner Podcast. If today’s [00:33:38] Vince Menzione: conversation resonated, share it with a partner leader in your network. [00:33:42] Vince Menzione: Subscribe where you listen, and head over to the ultimate partner.com. For show notes related content and the resources for this episode. And if you haven’t already, now’s the time to register for the Ultimate Partner Live Event in Reston, Virginia, October 26th through October 28th. Until next time, keep showing up in the rooms that matter because being in the room changes everything.

In this episode of The IT Experts Podcast, I sit down with Adam Monks, group director for technical services at Academia Technology Group, to unpack the mindset shift that helped him build a ten million pound co-managed MSP. Adam Monks started his career on the help desk over twenty years ago and worked his way up through service delivery, customer success and professional services before deciding to build something of his own alongside his co-founder Chris. What makes Adam Monks' story so valuable for MSP owners is that his business, SmartDesc, grew almost entirely through a co-managed model, working with organisations of three hundred and five hundred staff from the very beginning, rather than starting small and scaling up gradually.     We talk about the early days, where trust and reputation carried everything. Adam Monks explains that in the beginning, clients are buying you, not your accreditations or vendor badges, because those simply take time to earn. Doing what you say you will do, delivering safely and quickly, and building a reputation for getting things done became the foundation for growth. That same principle stayed true even as the business scaled into the millions, though the accreditations and credibility markers mattered more as the deals got bigger.     One of the most interesting parts of the conversation covers the middle years, where Adam Monks describes the frustration of being seen as too small for the bigger contracts, even with strong references and a track record of results. He shares how sector focus, particularly within the charity and nonprofit space, gave SmartDesc an edge because those organisations were more open to sharing recommendations with each other. We also discuss the nervous moments, including a year when two founding customers, who made up around seventy percent of revenue, were both due for renewal at the same time. Adam Monks recalls standing in the street with his co-founder weighing up what could happen if neither renewed.     A turning point for the business came when growth stopped being reliable. Adam Monks talks candidly about the year the numbers flattened, and how that pushed him to bring in proper marketing support for the first time. Working with a specialist agency, SmartDesc introduced a monthly newsletter, quarterly round tables, webinars and events hosted through their Microsoft Elevate Partner status. Adam Monks is clear that round tables delivered the strongest results, not through instant leads but through consistent, senior level conversations that built trust over nine to twelve months. Alongside this, becoming a direct Microsoft CSP opened an entirely new revenue stream.     We also get into the leadership challenge that so many MSP owners will recognise. Adam Monks describes the awkward middle stage of twenty five to forty staff, where you are too big to stay hands on with everything, yet too small to have a fully structured leadership team. Bringing in a fractional finance director helped SmartDesc break through that stage, giving visibility into which parts of the business, MSP services, fractional leadership, cybersecurity and procurement, were genuinely profitable, and allowing accountable leaders to own each area.     Adam Monks also shares his honest view on running fully managed and co-managed services side by side, including the margin differences between the two models and why choosing fewer, bigger customers made sense for his business. The conversation closes with the story of SmartDesc's merger with academia technology group in October 2024, a deal that took the combined business to around two hundred and seventy five staff and gave Adam Monks a seat on the board.     If you are an MSP owner who has ever felt boxed in by size, or you are wrestling with the leadership gap that comes with growth, this conversation with Adam Monks will give you plenty to think about and apply straight away.    Connect with Adam Monks through LinkedIn and website.     Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It's 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.    Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK    And when you're ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you'll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.    If you're serious about growth and want to explore what this could look like for your MSP, you can book a Right Fit Clarity Call with us HERE.  OR   To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I'll catch up with you soon!

The episode highlights a structural shift in the MSP sector characterized by consolidation at the top and fragmentation at the low end, driven by a rise in niche MSPs entering the market and ongoing acquisitions by larger providers. This shift is outlined in discussion of industry data sourced from the Kaseya State of the MSP report, as well as Greg Jones' observations regarding both market entry trends and the increased prevalence of hyperscale consolidation activity. According to the Kaseya report, there has been a reduction in the proportion of clients spending $25,000 a year or more with MSPs—from three quarters of the market to four in ten within a year—indicating a trend towards smaller client engagements. In parallel, 48% of surveyed MSPs identified AI as their clients' top need, but only 13% reported being able to charge for AI, pointing to a significant value capture gap. These figures were referenced during a discussion on monetization challenges and the changing expectations around AI service delivery. Further supporting this structural change, the episode details Kaseya's shift towards more transparent contract terms and new commercial offerings such as FLEXSpend and catastrophic loss prevention. These policy changes are described by company leadership as attempts to address longstanding provider grievances and increase flexibility, but the discussion also reinforces the persistence of operational risks related to contract renewals and alignment between vendor strategy and MSP needs. For operators, the implications center on growing exposure to contract risk, complexity in billing and service models, and the challenge of capturing new sources of value such as AI services. The evolving mix of small and consolidated players in the MSP landscape puts further pressure on vendor selection, contract diligence, and process accountability, especially where new technologies are marketed ahead of proven monetization strategies. Supported by:ProofpointGoTo (LogMeIn)

A primary development addressed is the increasing scrutiny and demands from cyber insurance providers on MSPs and their clients. Amy highlighted a case where an insurer canceled a client policy after the MSP could not produce comprehensive reports and logs verifying device management for all endpoints, including BYOD and personal devices. This incident underscores rising expectations from insurers for documented security controls covering all systems interacting with sensitive data, and the risk of coverage denial when undisclosed devices or unmanaged endpoints are discovered following a breach. Supporting discussion featured the operational gaps many MSPs face, especially regarding the management of BYOD and personal devices. Amy and James both emphasized that insurance companies are increasingly insistent on verifiable evidence that data protection policies apply to every device with data access. Failure to comply with these mandates, or misrepresenting coverage in pre-insurance questionnaires, may not only result in claim denials but also expose the MSP to downstream liability and litigation risk. They also stressed the need for clear contractual exclusions and robust internal insurance for the MSP to mitigate risk transfer. A secondary theme centered on the competitive pressure local and regional MSPs face from consolidation through roll-ups and the expansion of national firms. Both speakers identified differentiating on local presence and community engagement, such as sponsoring local events or supporting local causes, as key strategies for smaller providers. Additional discussion covered the new NSITSP accreditation and CE program, designed to establish a credentialing framework for MSPs, analogous to existing models in law and accounting. Amy suggested that the ability to market accredited status would address client needs for objective quality comparison between providers. Takeaways for MSPs, IT service providers, and decision-makers include the importance of establishing precise, documented security controls aligned with insurance requirements, especially for unmanaged or BYOD endpoints. Clear, detailed contractual language is necessary to define service boundaries and liabilities. Maintaining up-to-date accreditations and engaging in ongoing staff education were discussed as foundational to both risk management and market differentiation. Finally, operational alignment with insurance, accreditation, and community expectations represents both a risk-reduction tool and a practical framework for navigating consolidation and regulatory scrutiny in the current environment.How do I protect my MSP from roll-ups and national firms? Question of the Week: How do I protect my MSP from competition from roll-ups and big national firms? Lean into being local, unique, and personal. NSITSP CE Program: NSITSP launches CE-accredited programs, with Bigger Brains, IT Services University, and Karl Palachuk among the first providers. What does this mean for MSPs, and who is leading education in our industry?https://nsitsp.org/education/ Cyber Insurance Controls: Insurers are demanding more than security controls—they want a complete inventory of every device touching client data, including BYOD and contractor devices. What MSPs need to know.https://www.channelpronetwork.com/2026/08/26/cyber-insurance-device-requirements-what-msps-need-to-know/ Tales from the Field: The computer that turns itself off — a story from Nathan Fay. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Send us Fan Mail

This week, we're catching up on a little bit of everything! We share an incredible VIP Minnesota Vikings experience made possible by one of our listeners, plus how we used points for the trip and checked out some unique Priority Pass options at MSP. We also talk about a recent credit card fraud scare, why we prefer credit over debit cards, and our strategies for earning the Southwest Companion Pass. Plus, we're covering spring break planning, an important reminder to always register for Hyatt promos, and some new Rove features we're excited about.Mentioned in this Episode:Old Companion Pass Episode✈️

Many MSPs and businesses believe they're prepared for an outage because they have backups, redundant internet connections, or cloud-based applications. In reality, most recovery strategies fall apart when tested in real-world scenarios. In this episode of MSP 1337, Chris Johnson sits down with Charles Love of Showtech Solutions to explore the dangerous gap between perceived resilience and actual preparedness. They discuss why incident response plans must come before tabletop exercises, how internet redundancy often fails under scrutiny, and why MSPs should treat their own operational dependencies with the same rigor they apply to clients. From protecting the "core four" business applications to safeguarding documentation, passwords, and recovery keys, this conversation delivers practical guidance for building recovery plans that work when systems fail and chaos begins.

The episode reveals a structural shift away from indiscriminate adoption of AI tools toward targeted deployment based on business needs within the MSP sector. According to Uptime Global, a channel-only outsourcing provider, premature or hype-driven implementation of AI frequently results in incomplete projects and missed operational gains. The review of AI execution within MSP ticketing environments shows that sustainable value emerges when organizations align AI initiatives with clearly identified business issues, rather than searching for use cases to justify a technology already acquired. Concrete evidence from Uptime Global's experience indicates that approximately 25% of their MSP partners have deployed notable AI solutions beyond ticket triage functions in the past 18 months, according to Jason Kemsley, Chief Revenue Officer. Outcomes vary: roughly half saw ticket volume reductions of 10–25%, while the remainder experienced limited value or customer dissatisfaction tied to inadequate human involvement in support processes. Uptime's operational model uses a confidence threshold for AI-driven actions, where only outputs above 98% confidence automatically execute—mirroring human engineer accuracy rates—and anything below triggers human review. Supporting developments further highlight the shift's operational impact. Uptime Global has eliminated dedicated triage and dispatch roles due to increased AI efficiency, resulting in a role blend where “first responders” now handle both traditional triage and basic technical support tasks within set time limits . The company's pricing structure is affected by AI efficiency, creating margin pressure as contract models based on per-ticket or per-device pricing are exposed to declining ticket volume and shifting customer expectations around service value and outcomes. For MSPs and IT service providers, the operational implications center on increased pricing pressure, the erosion of certain labor-based roles, and the requirement to redesign governance and accountability models to accommodate both automated and human ticket outcomes. Vendor dependency grows as MSPs rely on AI-driven platforms to triage, allocate, and resolve tickets, increasing exposure to platform-specific risks and necessitating clear thresholds for AI confidence and human intervention. Contract structures that do not account for dynamic efficiency gains may create pricing misalignment and customer dissatisfaction over time, emphasizing the need for providers to actively manage and transparently communicate both the tradeoffs and limits of AI-enabled support. Supported by:ProofpointScalePad

Firing your agency won't get you more leads. I got on a call this week with an MSP owner in a market with over 2,500 providers, all deals mostly on price, who had burned two years and thousands of dollars on two different agencies with next to nothing to show for it. In this episode I break down why the problem was never the agency: it was that he had never picked who he serves, so every piece of content defaulted to generic, because generic is the only thing that fits everyone. I walk through the exact order that actually works, pick one type of client where your best results already live, rewrite your profile in your own words for that one buyer, and only then brief an agency or run the outreach yourself. If you've been throwing mud at the wall and blaming whoever's holding the bucket, this one's about the decision only you can make.Resources and LinksNeed help with your WHO and WHAT decisions? Apply for a FREE Multiplier CallBook a Decision Session herePrevious episode: 701 - Why AI Makes You More Valuable, Not Less, with Sarah McDevitt Check out more episodes of the Paul Higgins PodcastSubscribe to our YouTube channel: @PaulHigginsMentoringJoin our newsletterSuggested resources

First, we speak to The Indian Express' Drishti Jain about the police crackdown on factory workers protesting for higher wages in Noida, why many spent weeks in jail despite courts finding insufficient evidence against them, and the lasting impact on their families.Next, we speak to The Indian Express' Parul Kulshrestha about a government school near Jaipur where children were studying alongside farm animals despite having a school building, and how public attention prompted the authorities to allocate funds for repairs. (14:45)And in the end, we look at the Samyukta Kisan Morcha's week-long Chandigarh–Mohali mobilisation, the routes and preparations planned for participating farmers, and their demands concerning river waters, MSP, debt relief and agricultural policy. (23:25)Hosted by Ichha SharmaProduced and written by Shashank Bhargava, Niharika Nanda and Ichha SharmaEdited and mixed by Suresh Pawar

We've got a repeat guest on the show today. Alex Dow is back. Co-founder of Mirai Security, and currently an enterprise security architect for a large financial firm, and honestly one of my favorite people to talk security with. Alex has done federal security work, and securing the actual Olympics, now then a security consulting firm.If you've been listening a while, you might remember Alex from way back in episode 11 and then again in episode 96.Today's round three, and we're going fully nerd-out mode on the OpenAI/Hugging Face hack. Walking through the signals and understanding how this type of attack was seen from a defensive side.The timeline visualization of the Hugging Face attack that Alex referenced.This episode is brought to you by Opsleader Pro. A place for MSP owners and managers to get the systems and tools they need to build a stable and growing MSP. Part group coaching, part peer group, everything you need to run a successful MSP. (00:00) - Welcome Back Alex Dow (00:50) - What Happened in the Hack (02:22) - Mythos and AI Hype (06:05) - Throughput Beats Creativity (08:04) - Sandbox Escape Explained (11:02) - Swarm Agents and Breadcrumbs (14:13) - Reward Hacking and Alignment (19:30) - Four Days Undetected (21:27) - Blue Team Limits and Guardrails (25:28) - Detecting AI in the Noise (30:50) - Using Your AI Against You (34:30) - Honeytokens and Deception (37:22) - Zero Trust as a Baseline (38:59) - AI Botnets and Key Theft (43:01) - Wrap Up and Takeaways

Your CRM should help your team turn relationships, activity, and data into predictable revenue. Too many companies choose a platform before they really understand the process it needs to support, which leads to poor adoption, messy data, and missed growth opportunities. In this episode, we'll explore the most common CRM mistakes, what to prioritize when choosing or implementing one, and how to tell whether your CRM and revenue process are actually working. You're going to leave with a clearer picture of how to make your CRM a growth tool, not just another software expense. >>> Whenever you are ready, here are 4 ways we can help you reach your revenue goals faster...#1 Unlock the full potential of your marketing engine. We'll provide you and your team with the direction, insights, and tools necessary to excel in the complex landscape of modern marketing. - Marketing Advisor On Call#2 Discover the marketing strategies & tactics that will guide your next quarter and unlock explosive growth in 90 minutes. - Quick-Start Marketing Strategy Game Plan#3 Discover a tailor-made strategy for unprecedented growth to transform your marketing in 30 days. - Unlock Your Growth Opportunities#4 If you need guidance on the most effective direction for your marketing, then schedule a call with us today! - Get Your Free Discovery Call Now

“Hybrid used to be a transition strategy. It shouldn't be anymore. It should be the strategy.” In this Technology Reseller News podcast, Tim Mandell of Leaseweb continues an ongoing discussion about infrastructure strategy and why MSPs should think workload-first rather than defaulting every application to the cloud. Leaseweb is a private and sovereign infrastructure-as-a-service provider offering colocation, public cloud, private cloud, bare metal and other infrastructure options. Mandell says the company's technology-agnostic model makes it a natural fit for MSPs because Leaseweb can provide the underlying infrastructure without competing for the MSP's customer relationship. The key shift, Mandell says, is moving from a cloud-first mindset to a workload-first strategy. Different workloads have different requirements. A predictable, repetitive workload may be more cost-effective on dedicated infrastructure. Applications that need to scale rapidly may belong in public cloud. Sensitive workloads may be better suited to private cloud, while latency-sensitive applications may require edge infrastructure. “Not everything is optimized from a performance or cost standpoint in a cloud environment,” Mandell says. That makes hybrid infrastructure more than a temporary stop on the way to public cloud. MSPs should instead treat public cloud, private cloud, bare metal, dedicated servers and edge infrastructure as tools that can be combined according to the customer's actual business needs. Choice can also become a competitive advantage. Mandell warns against placing every customer into the same stack simply because it is familiar. “If you start looking under the hood, you may find opportunities to improve performance and significantly reduce cost,” he says. “That creates better margins and better value for the customer.” Start with the workload Mandell recommends that MSPs begin with a workload assessment rather than a technology discussion. Ask what the workload does, what success looks like, what performance is required, and what business outcome the customer is trying to achieve. MSPs should then document why each workload is placed where it is, establish measurable financial and performance benchmarks, and revisit those decisions regularly. Quarterly business reviews can provide a natural opportunity to determine whether the original placement still makes sense. Regulatory changes, data sovereignty requirements, AI workloads and new customer demands may all require workloads to move over time. The larger goal is to become a long-term trusted adviser rather than simply selling a particular infrastructure stack. “Ask better questions, listen more and understand what the customer is actually trying to accomplish,” Mandell says. Visit Leaseweb.com to learn more.  

A full pipeline feels like good news—until you realize you have no idea why it happened. Ray uses a conversation with an MSP seller to make the case that sales should be treated as a system: when the output changes, something upstream changed with it.What You'll Learn in This EpisodeWhy a good quarter you can't explain is the same management problem as a bad quarter you blame on the market.How to think about sales as inputs, process, output, and feedback.Why changes in pipeline should trigger investigation rather than celebration alone.How marketing and outbound sales function as R&D when they're measured over time.Why tracking what drives results gives sales leaders more control over future performance.How to move from explaining quarters after the fact to understanding what is driving them.//Welcome to The Ray J. Green Show, your destination for tips on sales, strategy, and self-mastery from an operator, not a guru.About Ray:→ Former Managing Director of National Small & Midsize Business at the U.S. Chamber of Commerce, where he doubled revenue per sale in fundraising, led the first increase in SMB membership, co-built a national Mid-Market sales channel, and more.→ Former CEO operator for several investor groups where he led turnarounds of recently acquired small businesses.→ Current founder of MSP Sales Partners, where we currently help IT companies scale sales: www.MSPSalesPartners.com→ Current Sales & Sales Management Expert in Residence at the world's largest IT business mastermind.→ Current Managing Partner of Repeatable Revenue Ventures, where we scale B2B companies we have equity in: www.RayJGreen.com//Follow Ray on:YouTube | LinkedIn | Facebook | Twitter | Instagram

The central structural shift discussed is the repricing and erosion of the MSP business model as artificial intelligence (AI) and automation impact service delivery, pricing models, and margin structures. Analysis referenced recent polling and reporting, including the Omnia poll of 22,000 MSP partners and Service Leadership's financial benchmarking. The integration of AI is reducing direct labor requirements and shifting traditional cost structures—posing both short-term increases in service margins for top-tier MSPs and complex, longer-term risks to the per-user pricing paradigm. Vendors, such as ConnectWise and RapidScale, are central to these developments, as their platforms, pricing models, and reporting mechanisms increasingly determine downstream MSP economics. Supporting evidence from Service Leadership's recent profitability report shows top quartile MSPs achieved a service multiple of wages (SMW) of 3.01—a level reached previously only during periods of wage collapse. The report also highlights that this margin growth is isolated: while the best-in-class are realizing sharply higher service margins, the median and bottom quartile remain flat. Reporting and analysis attributed this phenomenon to the earliest and most effective adopters of automation, particularly service desk automation aligned with AI, according to theories discussed with Service Leadership and ConnectWise representatives. However, there is a notable lack of definitive causation, as Service Leadership states the link between AI adoption and observed margin increases remains a working theory pending further data. Additional developments reinforce the risk environment. Nearly 43% of surveyed MSPs are actively considering alternatives to per-user pricing, with another 17% acknowledging a need to change their pricing but lacking a defined direction. Industry analysis notes that consumption-based models—such as token-based or outcome-based pricing—present challenges, including unpredictable vendor cost structures and difficulties in measuring actual results achieved. Meanwhile, the risk of vendor-driven reenactment of break-fix economics and cost volatility increases, with some vendors already raising prices significantly to offset their own AI-related costs, pointing toward future margin compression downstream. For MSPs and IT service providers, the operational implications are immediate and material. Providers face growing exposure to pricing and margin risk, especially as clients begin to recognize and challenge efficiency gains achieved by automation. Structurally, there is rising accountability for justifying service costs and delivering new forms of value outside commoditized support. Continued reliance on legacy pricing models without adaptation to AI-driven changes increases the risk of eroded margins or adverse contract negotiations. The most resilient operators will need to stabilize internal cost structures, reconsider client contracts, monitor vendor behavior closely, and prepare for increased customer scrutiny on both cost and deliverables. Supported by: GuardzScalePad

Merger and acquisition activity within the MSP sector has accelerated, with data cited indicating a 73% year-over-year increase in transactions for 2026 compared to 2025. Jay McBain's reported statistics also highlight strong international momentum, particularly in EMEA, and a marked 800% rise in acquisitions specifically targeting managed security service providers (MSSPs). While the consolidated figures suggest heightened activity in large, visible deals, several participants noted that the true frequency of smaller, unreported transactions likely exceeds official tallies, underlining persistent underrepresentation in sector reporting. According to podcast contributors, small MSP deals often go untracked in industry data, despite anecdotal evidence that hundreds or thousands of such transactions occur annually. Larger deals, such as a $20 million transaction mentioned, receive public acknowledgment, but the majority of M&A activity is conducted without broad disclosure. The consolidation trend among larger entities—exemplified by Charter's $34 billion merger with Cox and ScanSource's $220 million acquisition of MicroAge—has resulted in fewer choices for business clients, though new regional providers are emerging as market gaps appear. Secondary discussions addressed operational and governance topics relevant to MSPs. The adoption and enforcement of AI acceptable use policies (AUPs) was emphasized as an accountability measure for clients whose employees are integrating AI tools into workflows. Additional topics included the stabilization of supply chain pricing by major vendors Dell and HPE, who have committed to 30-day price locks amidst recent volatility, and tactical sales advice regarding quote expiration to manage project timelines and risk exposure. For MSPs and IT leaders, these developments entail both opportunity and risk management considerations. M&A trends point to increased scrutiny and potential market concentration, emphasizing the need for transparency and due diligence in both dealmaking and vendor relationships. The recommended adoption of AI AUPs reflects heightened governance expectations, aiming to mitigate operational and reputational risks. Meanwhile, shifts in vendor pricing policies and resale practices invite closer review of contract terms to ensure financial stability and customer accountability. What if my clients resist change? Question of the Week: What is the best CRM for small MSPs? It depends on the size of the MSP and what you need the CRM to do. Popular options include Zoho, Pipedrive, HubSpot, and Campaign Monitor.Zoho: https://www.zoho.com/Pipedrive: https://www.pipedrive.com/HubSpot: https://www.hubspot.com/Campaign Monitor: https://www.campaignmonitor.com/ I, MSPs & Channel Trends: Is AI replacing the need for MSPs? Discuss M&A activity, AI acceptable-use policies, and supply-chain challenges.M&A Trends: https://www.linkedin.com/posts/jaymcbain_ma-activity-across-managed-services-is-accelerating-share-7490450073336799232-SHiL/ ScanSource to Acquire MicroAge: $220.5M acquisition expands cloud, cybersecurity, data center, and AI services.https://www.scansource.com/about/press-releases/2026/scansource-to-acquire-microage Charter Completes Cox Merger: The $34.5B deal creates a cable and broadband giant serving roughly 37 million customers.https://www.linkedin.com/news/story/charter-completes-cox-merger-creating-cable-giant-7531516/ Dell Matches HPE's 30-Day Price Quote Validity: The change gives partners more pricing stability amid rising memory costs.https://www.crn.com/news/channel-news/2026/hpe-extends-price-quote-validity-to-30-days-partners-cheer-new-pricing-stability Tales from the Field: How do you handle a customer dispute over a $100 item when they threaten legal action? Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Send us Fan MailSaurabh Sandhir, CEO and Co-Founder of Kipling Secure, joins Joey Pinz for a sharp conversation on AI risk, MSP opportunity, and the personal journey from India to Silicon Valley leadership. Saurabh shares how his early exposure to engineering, Atari BASIC, IIT Delhi, Purdue, Juniper, Ericsson, Nokia, and Nuage Networks shaped the way he thinks about technology, business, and leadership.The conversation moves into one of the most important issues facing businesses today: unmanaged AI. Saurabh explains how AI adoption is creating new risks around shadow AI, sensitive data exposure, AI-specific attacks, and misleading content. His message is clear: AI should not be blocked, but it must be governed.For MSPs and MSSPs, Saurabh sees a major opportunity. Kipling Secure helps service providers turn AI risk into a new recurring revenue stream through AI Detection and Response built for multi-tenant MSP workflows.The episode closes with a thoughtful discussion on discipline, identity, humility, and why lasting consistency comes from who you are—not just what you force yourself to do. Top 3 Highlights

The core structural shift highlighted is the disconnect between service reliability gains from AI automation and readiness for strategic change among IT service providers and their clients. Reports from SolarWinds, Corsica Technologies, and Deloitte reveal that AI is delivering measurable productivity benefits, but those time savings are consumed by ongoing reliability work rather than being directed toward governance, process redesign, or workforce adaptation. This leaves most organizations with improved operations but unprepared to leverage AI for broader business transformation, creating a gap between what clients say they want and what providers are set up to deliver. SolarWinds' 2026 State of ITSM report found that 84% of IT teams report AI meeting or exceeding their return on investment expectations, with teams recovering roughly three hours per week in several core areas, such as issue detection and ticket triage. However, almost the same amount of capacity is then redirected to keeping those new AI systems running—83% of teams spend three or more hours weekly maintaining AI reliability. Simultaneously, Corsica Technologies' Censuswide research among 600 IT and security leaders at U.S. mid-sized businesses found that 96% claim to trust their MSP, yet two-thirds are considering switching within 12 months, citing limited AI or automation support as one of the top reasons. Additional research contextualizes the readiness gap. According to a PwC survey, only 5% of organizations report their business processes as highly prepared for AI agents, and a Cloudera study found that 95% of large companies delayed or canceled at least one AI project in the past year due to governance, compliance, or regulatory concerns. The episode also notes a public sentiment shift, citing a Pew Research poll in which over half of American adults express more concern than excitement about AI—a trend particularly strong among people under 30. Vendor product launches from companies like Kaseya and Syncro are described as offering only superficial differentiation in this environment. For MSPs and IT leaders, this dynamic presents operational risks. The default allocation of AI-driven productivity gains toward reliability tasks undermines investment in strategic readiness, reinforcing dependence on vendor offerings without improving meaningful differentiation. Most clients lack a specific benchmark for “AI readiness,” creating an open but temporary competitive opportunity for providers willing to define and document it for them. However, unless time and resources are explicitly earmarked for readiness activities—in governance, process adaptation, and client education—MSPs risk being evaluated on ill-defined criteria or commoditized platforms, increasing contract risk and exposing gaps in internal accountability. 00:00 The Two Numbers Don't Fit  04:52 Only One Half Can Take the Hours  08:02 Everyone Buys the Same Platform 11:20 Why Do We Care?  Supported by:  Pax8 TimeZest 

“Create your value and your wealth as a strategic consultant instead of being a technology vendor.” In this Technology Reseller News podcast, Tim Mandell of Leaseweb launches an ongoing infrastructure series focused on how MSPs can build successful AI practices—and why AI infrastructure can no longer be treated as a one-size-fits-all proposition. Leaseweb is a 29-year-old, private and sovereign-by-design infrastructure-as-a-service provider. The company works with MSPs by supplying the underlying infrastructure while allowing the service provider to own the customer relationship and deliver the higher-value solution. Mandell says one of the biggest mistakes organizations make is starting with the hardware. The AI conversation is often dominated by GPUs, including the latest high-performance systems, but the most powerful hardware is not automatically the right infrastructure for every workload. “You have to understand what problem you're trying to solve before assuming the technology is going to solve it,” Mandell says. AI training, inference and production workloads can have very different requirements. For many MSP customers, inference is particularly important because performance depends heavily on latency, data location, storage and connectivity. Mandell points to an MSP that was losing customers because infrastructure had been placed in the wrong geographic location, creating latency problems that degraded the customer experience. GPUs may get most of the attention, but Mandell says storage can sometimes become the larger and more complicated infrastructure challenge. Organizations can underestimate both the amount of data required and how quickly that data must be retrieved. The same problem applies to sizing. MSPs can overengineer an environment and spend unnecessarily, or build something that lacks the flexibility required as customer demand grows. “There really is no such thing as one AI infrastructure,” Mandell says. “Different applications require different compute, bandwidth, storage and placement.” For MSPs, that creates an opportunity to move away from simply selling infrastructure and toward becoming strategic advisers. Leading with a particular server, GPU or technology stack turns infrastructure into a commodity where price becomes the primary differentiator. Instead, Mandell recommends beginning with the customer's business objective, asking where the organization is headed over the next several years and then designing the infrastructure around those outcomes. “The infrastructure is going to be what it needs to be based on the business outcome,” Mandell says. “But if you lead with infrastructure, that becomes the foundation of the relationship.” His takeaway for MSPs is straightforward: ask more questions, understand the workload and build value around the customer journey rather than the technology itself. Visit Leaseweb.com to learn more.  

Seth Morrison is the ski icon that I wanted to launch this podcast with 10 years ago, but Seth doesn't do interviews. He told me no for 3 years and I stopped bothering him.  I gave it one last shot a few months ago and Seth said yes! Now, I'm able to end the 500-episode run of The Powell Movement with my favorite, every pro's favorite, every fan's favorite, and every industry person's favorite pro skier, Seth Morrison. This is the Sid Vicious looking ski pioneer that brought high consequence tricks to the backcountry, went bigger than everyone, and got the loudest cheers at all the movie premieres. In part one we talk about the early days and Pep Fujas, Lhotse Merriam Hawk, and Mike Jaquet ask the Inappropriate Questions.   Seth Morrison Show Notes: 3:00: Why podcast, early days, family, skiing, warming, and Vail 20:00: Elan Skis:  Over 75 years of innovation that makes you better. 22:00: Racing, finding the backcountry, who he looks up to, college, product he liked, compromise, his 37:00: Outdoor Research: The  best is developed and tested in the brutal conditions the PNW and beyond 43:00: The US Extreme's, full face, why was he better, Warren Miller, MSP, AK, guides, partying, working side jobs, early seasons, K2, the end of comps, and the heli crash 82:00: Inappropriate Questions with Pep Fujas, Lhotse Merriman Hawk, and Mike Jaquet

The core structural shift addressed in this episode centers on the unbundling and modularization of vendor platforms in the MSP technology market. This shift is exemplified by ThreatCaptain's launch of its Gen 4 product, which transitions from an all-encompassing platform to discrete modules aligned to specific MSP business challenges—lead generation, sales enablement, and ROI/risk analytics. The move is designed to align product structure and pricing more closely to the diverse operational maturity levels of MSPs, as described by Brad Powell, co-founder of ThreatCaptain. ThreatCaptain's Gen 4 is available in three modules priced at $199, $399, and $599, most notably a move away from the earlier $1,499 per month pricing reported in March. According to Brad Powell, this change was driven by limited adoption among smaller MSPs, with the prior model better suited to larger firms already equipped with mature sales teams. He cites customer Novus Insights as an example, attributing $80,000 in professional services revenue over three months and more than $1 million in expected ARR, but acknowledges this reflected a highly mature CISO-led operation. The vendor currently reports approximately 65 active paying MSP partners, intending to scale significantly. Supporting developments include the influence of insurance risk modeling and industry threat intelligence frameworks on new MSP toolsets. ThreatCaptain originally built its risk engine leveraging data from the IBM Cost of a Data Breach Report and the Verizon DBIR, adapting these for SMB scenarios. The episode also highlights the role of information sharing organizations (ISAOs), with Brad Powell noting the challenges of translating technical threat data into actionable intelligence for SMB-focused MSPs and illustrating ongoing coordination and separation of threat feeds between vendor sales processes and industry sharing mechanisms. Operational implications for MSPs include increased need for prudent selection among modular product offerings, clarity around the scope and accountability of vendor-delivered analysis, and awareness of potential misalignments between vendor risk models and actual business outcomes. The trend underscores cost versus capability tradeoffs, especially for smaller providers balancing limited resources against the operational benefits of specialized tools. For MSPs participating in threat intelligence programs, there is also an ongoing requirement to maintain clear boundaries around shared data to prevent unintentional exposure or misapplication in commercial contexts. Supported By: ScalePad Pax8

The MSP industry is evolving—and the days of simply being the “caretaker” of technology are giving way to a new era of strategic partnership, AI enablement, and business transformation. We're fortunate to have Arsalan Eizadirad, Senior Manager of Global MSP Strategy at Lenovo, join us to explore his more than two-decade journey across technology, sales leadership, enterprise architecture, and global MSP strategy—and the insights he's gained along the way.  Arsalan shares his perspective on the changing MSP landscape and the growing importance of hardware alongside software in the technology stack.  He reminds us that one of the greatest rewards of leadership is the people and relationships we encounter along the journey—and, in true Arsalan fashion, we even discover that he makes his own hot sauce!   Highlights include: The evolution of the MSP from technology caretaker to strategic business and AI partner. Building stronger vendor/channel relationships through collaboration and co-selling and why partner empathy and asking “So what?” are essential to growing a healthy and successful community. The changing economics of managed services beyond price-per-seat and price-per-device. The Lenovo MSP Advisory Board and the development of the MSP Playbook. Arsalan's leadership philosophy of “architect the system”, then “empower the people.” Why curiosity, asking questions, and being willing to say “I don't know” are leadership strengths. Lenovo 360 for MSP is built around you — flexible pocket-to-cloud solutions, sales enablement, training and rewards designed to move your goals forward. Ready to get started? Learn more and explore Lenovo 360 for MSP: https://tinyurl.com/360forMSP Be sure to connect with Arsalan at an upcoming industry event.   Timestamps:  Relevance of Hardware 9:26 New Lenovo Playbook 11:02 Partner Empathy 22:30 

Mike Soule, Field CTO at Sentinel Technologies, returns to the PowerShell Podcast for the first time in three years to talk identity security, cloud configuration testing, and the evolving role of AI in the Microsoft ecosystem. Andrew and Mike dig into Maester, the open source PowerShell-based test automation framework that applies unit testing concepts to Microsoft 365 security configuration. Mike breaks down how Maester works, how Sentinel uses it with clients, and how the community has grown it into something that spans hundreds of built-in tests covering conditional access, CIS baselines, CISA standards, and more. They also cover EntraOps, the Enterprise Access Model, AI's impact on the MSP world, and why working in managed services is still one of the fastest ways to level up in IT. The episode closes with a strong Brandon Sanderson tangent. Key Takeaways: Maester brings the concept of unit testing to Microsoft 365 security configuration, letting admins continuously validate their cloud settings against known-good baselines with as few as three PowerShell commands. It's built on Pester, is fully open source, and now has over 100 community contributors. AI is changing the MSP landscape fast, but the fundamentals still matter. Mike and Andrew discuss how to think about Copilot licensing complexity, model routing in agent stacks, and why meeting users in their existing interface is often more important than deploying a shiny new tool. MSP experience accelerates learning in a way that internal IT often can't match. When you're working across multiple clients and environments, you accumulate reps quickly, and that breadth is hard to replicate elsewhere. Guest Bio: Mike Soule is the Field CTO at Sentinel Technologies, a large managed service provider focused on identity, cloud, and security strategy. Mike has been working hands-on with PowerShell, Entra ID, and Microsoft 365 security architecture for years and is a regular speaker at identity and security conferences. Resource Links: Maester (open source framework): https://maester.dev Maester on GitHub: https://github.com/maester365/maester Maester Cloud (hosted version by Merill Fernando): https://maester.cloud HIPConf (Hybrid Identity Protection Conference): https://www.hipconf.com EntraOps by Thomas Naunheim: https://github.com/Cloud-Architekt/EntraOps Mike Soule on LinkedIn: https://www.linkedin.com/in/mikesoule The PowerShell Podcast on YouTube: https://youtu.be/EQK693gGWoo  

In this interview, Tessa and Brian talk all thing Missouri State Penitentiary. Brian is a police detective, a musician, an author and so much more. He wrote one of his books, "These Walls Still Talk" at MSP, where he had some paranormal experiences of his own! Brian talks about his the paranormal, MSP, law enforcement and so much more, you definitely don't want to miss this one!CREDITS & LINKS MUSIC COURTESY OF :(SONGS IN ORDER AS PLAYED)Transpose -"The Darker Side of Day"Yellow #1 -"What Was Mine"Transpose -"Only the Dead Go Free"Yellow #1 -"Everything Matters"Transpose -"Branches"Transpose -"…And The Noose Replies"Transpose -"Breaking Silhouettes"MISSOURI STATE PEN “THESE WALLS STILL TALK” EVENT SEPTEMBER 12 (SATURDAY), 2026 - GET YOUR TICKETS NOW!brianpaone.com https://book.singenuity.com/918/activity/details/4758/ratesCITY SHOUT OUTS :

The episode highlights the structural shift toward platform consolidation in security services, illustrated by Coro's unified security platform and its positioning for lean IT teams and MSPs. The mechanism involves the bundling of diverse security tools—email protection, endpoint detection and response (EDR), DLP, security awareness, backup, and cloud app integrations—into a single, managed service. This reduces the operational overhead associated with managing multiple vendors, products, and contracts, a trend now pursued by both established enterprise providers and emergent channel-focused companies. The most significant development cited is Coro's integration of AI and automation within its platform, claiming, according to the company, that 92% to 96% of alert tickets generated by security modules are closed automatically by machine intelligence, depending on the month. The conversational AI integrations such as ChatGPT and Claude are presented as front-end layers through which practitioners can execute mundane security tasks—ticket management, host isolation, incident correlation—without direct console interaction. The claim of offloading 95% of workloads to automation is specified as relating to ticket processing volume, as clarified in the discussion. Supporting evidence centers on the operational layering of AI, with commentary on new risk profiles introduced by integrating large language models (LLMs) into security workflows. Concerns raised include rising exposure to prompt injection, shadow AI (untracked AI usage by end users), and unmanaged cost escalation linked to token-based billing models for third-party AI platforms. Coro's approach distinguishes between AI-related costs incurred internally (absorbed by the vendor) and those incurred when practitioners interact with external AI tools (borne by the MSP or their clients). The need for visibility into AI usage and structured user training is highlighted as a risk mitigation measure. Operationally, MSPs and IT providers face both increased efficiency and new complexity. Vendor dependency consolidates, reducing contract sprawl and administrative burden but raising questions about single-point-of-failure and stack lock-in. Billing risk shifts with AI consumption models, introducing liability for unexpected operational cost surges if token limits are not enforced. The requirement for effective governance intensifies as traditional security controls are extended by AI-managed processes and the detection of unauthorized AI activity becomes part of standard oversight. Providers are advised to scrutinize stack overlap, evaluate whether platform consolidation minimizes genuine operational friction, and remain cautious about over-relying on automated outcomes without maintaining direct accountability. Supported by: Pax8Proofpoint  

(Presented by TLPBLACK: A cybersecurity intelligence platform focused on sharing curated, high-sensitivity threat insights and research with trusted security professionals.) Three Buddy Problem - Episode 110: We dig into Computer Weekly's scoop on the EncroChat hack and news that the French law enforcement implant was cobbled together from GitHub. Plus, Irregular, the $450M startup running sandboxes for OpenAI, Anthropic and Meta, drones over Romania's gas platforms, OpenAI's two-week training pause, and T-Mobile taking scissors to a cable during Salt Typhoon incident response. Stick around for a UFO segment that somehow involves Dr. Phil. Cast: Juan Andres Guerrero-Saade, Ryan Naraine and Costin Raiu. Timestamps: 0:00 Introductory banter; LabsCon speakers announced 9:06 A naval drone reaches the Neptun Deep gas platform 17:38 OpenAI pauses RL training: what "slowing the pace of scaling" costs 24:34 Guardrails vs refusals vs alignment. 33:54 Irregular, formerly Pattern Labs: $80M, $450M valuation, one job 46:11 JAGS on why security needs a new batch of startups right now 1:06:52 EncroChat revealed: a GitHub-sourced implant, IOCs 1:15:12 Law enforcement malware vs intelligence malware 1:21:07 T-Mobile, Salt Typhoon, and cutting the cable with a pair of scissors 1:32:06 Captive Crunch: hotel Wi-Fi, OAuth token theft, and the MSP supply chain 1:47:00 ICE RELIC, UNC6293, and the trouble with subcluster naming 2:00:39 UFO corner: David Grusch, Dr. Phil, and the Skywatcher Project 2:05:44 Shout outs, the Costin Challenge

The Minnesota State Fair is more than a 12-day event - it is a full-on lifestyle choice for 12 days, and Alex Lodner knows exactly how to make the most of it. Sunday's with Stephanie this week will feature my full State Fair Guide with picks, tops and tricks for making the most of the next 12 days at the Minnesota State Fair.Upgrade my subscription now so I don't miss the State Fair Guide.My goal with this newsletter is to help you discover new recipes and share things I am obsessed with. I also like to create short essays about what I am thinking about from time to time. It's like the miscellaneous drawer in my kitchen: a little bit of everything, some dribs and drabs—recipes, essays, helpful ideas, occasional interviews, restaurant suggestions, and more.What will I get as a free subscriber?As a free subscriber, you'll receive a newsletter in your inbox every week on Wednesday with a free recipe. You will be the first to know about any new classes or live cooking events I'm teaching, podcast episodes I'm releasing, etc.What else would I get if I paid to subscribe?Great question! First and foremost, you'll get my gratitude (I appreciate your support!!). I am a freelance creator, which means I work for everyone but no one full-time, so I pay all my own healthcare, buy my own groceries for recipes and shows, and fund my own podcast.You will also get the Sunday Subscriber email in your inbox each week. You will have access to the entire archive of posts, plus exclusive content like extra recipes only for Subscribers (there are 65 currently like this Corn Shrmp and Basil Risotto perfect for Summer), and access to Stephanie's Dish chat. .This chat lets you join the conversation, comment on posts, and engage with other people and me in the Sunday Subscriber community. I also link all my Taste Buds Episodes, Podcasts and appearance clips on the Jason Show so if you are into what I do - its all here posted each week. Subscribing is $8/month or $60/year.Whether you are a first-time visitor trying not to waste a single bite or a seasoned fairgoer looking to level up your annual plan, this episode will help you experience the fair like an insider. Perfect for anyone counting down to the fair, food lovers chasing the best bites, and Minnesota locals who want to make the most of every precious day on the grounds. Alex reveals the must-try new foods on her list, the classics she returns to every year, and the hidden gems that still make the fair feel magical even after decades of visits. You'll discover:* Why Tuesday and Wednesday are the smartest fair days for shorter lines* How to approach the new foods list before the most popular items get swarmed* The off-the-beaten-path favorites Alex never skips* Where to find the cleanest bathrooms, quietest rest spots, and easiest shortcuts* Which fair traditions are still worth your time, from the parade to the llama spectacle to the church dining hallsOriginal Episode TranscriptStephanie Hansen (00:00.724)Hello everybody and welcome to Dishing with Stephanie's Dish, the podcast where we talk to cool people in the food space. And today I'm talking to my friend Alex Lodner. And Alex is someone that I feel like I owe a public thank you to. She would fill in on my radio show a lot in the times when I started going to the cabin quite a bit more and started the garden.And I have become friends with Alex over the years. And Alex is also someone that whenever we think of the Minnesota State Fair, she is someone that comes to mind. She's a fair aficionado. She really has done a lot to help with the fair foundation. And I just am loving to geek out with a fellow friend that loves the Minnesota State Fair. Thanks to coming on the program, Alex.Alex Lodner (00:37.55)Okay, I'll take that.Anytime, of course. My favorite subject. You knew that. You knew that when you got me.Stephanie Hansen (00:53.756)I did. I did. So let's talk a little bit about your love of the fair and how it all started.Alex Lodner (01:01.5)yeah, so you know, the fair is kind of a crazy thing, right? It's this insane time for twelve days. I always say that I suspend my entire personality during those twelve days because I don't like crowds, I don't like fried foods, barn animals, you know, all those things are not something that I normally r seek out. And it just those twelve days are just magic. You just lean in and if you do it right, I think it's a it's aan amazing experience. I hear a lot from people who are who go once a year with their, you know, family of five and they they can't understand why I go an average of eight times. And I always tell them it's a completely different experience. When you go multiple times, you're not trying to fit everything into one day. You find your secret rest spots. You find your favorite foods that are maybe a little bit off the beaten path. We always had our sec secret little spaces where we put our blanket down and let the toddler run around andSo it's a very different experience when you go multiple times.Stephanie Hansen (02:02.629)Yeah, I think so too. There was a couple of years where Steph, my radio partner on Weekly Dish and I recorded a podcast and we would meet out there every day and record the podcast. We got a lot of cool behind-the-scenes stories, and just the pace feels different. The fair is like it's like a mini city that happens for 12 days in our state. The rest of the state, believe it or not, sort of comes to a silent pause.It has its own police force, it has mm people that sleep out there for weeks. It really is just like this weird microcosm of something that only happens once a year in our state, and it's actually pretty joyful.Alex Lodner (02:48.458)Exactly. And I used to live a mile away. And so when when my daughter was little, there would be a little parade of strollers of us going back and forth from the fair. We'd go back to the house for a nap. We go back to the fair. And so it really again, when you're right there, it's a very different experience. And the only thing I would say is do not try to go to the Target Roseville during the twelve days of the fair. It empties out, there's no produce.But other than that, it's just it was always so fun to live in that neighborhood. You're you're just in the thick of it. It's it's really it's quite a high.Stephanie Hansen (03:24.741)Yeah, yeah. When we think about the fare, one thing that people talk about a lot and I feel like I just want to address up front is expense, particularly in a year where people aren't feeling flush with cash. it is an expense. It is an expense to go with your family of four or five. Tickets are, I think, $20 unless you've bought them in advance.Alex Lodner (03:47.392)At the door, yeah. Mm-hmm.Stephanie Hansen (03:49.002)And you know, food is gonna be expensive because we've seen food costs go up 33% in the last two years. There is a large minimum wage in our state. So yeah, it isn't necessarily a value proposition. There are good values to be had and there are deals to be had. The blue ribbon book is probably the best thing to do.Alex Lodner (04:12.226)Fantastic deal. Mm-hmm.Stephanie Hansen (04:14.811)you get like a lot of discounts. There's two for ones and just going on the right days. Like if you're going on senior day or kids' day. So without not I don't want to lay belabor the costs of the fair because I don't it ruins the experience, but it is a thing.Alex Lodner (04:29.88)But it's a thing. It's a definite it's a definite factor. Yeah, for sure. For sure. Yeah. And again, I say we used to go every day. I understand that that's not an easy task for most. It's because we live so close. There's the cost of parking, there's a cost of just driving there from Elk River or wherever you're coming from. I have talked to the marketing department off and on in the years about doing a a punch card or a a passport of some sort, but it's just never really gone through.Stephanie Hansen (04:58.801)Yeah, it's a great idea. Cause I think it feels like since COVID, the fair has become even more wild because people couldn't go for the COVID times. And so now it's like people realize what a treasure it is and they don't want to miss it. When you plan your state fair, and are you planning yours already for this year?Alex Lodner (05:24.59)Did you really just ask me that? I'm offended. I'm offended. Yes, I'm planning the state fair this year. Well, so here's a side note. I've actually, other than covering the fair for I don't know, almost 20 years, I've also worked off and on for some vendors there. And this year I'm working for a vendor there. It'll she'll go unnamed, but I'm working for a vendor there. A friend of mine owns a a new vendor. So I'm going to be there.Stephanie Hansen (05:25.937)I'm just asking.Yeah.Alex Lodner (05:55.519)Seven shifts, I think. Yeah, yeah, yeah. I I will, I will. Yes.Stephanie Hansen (05:57.519)gosh, I can't wait. Okay, you'll have to tell me off air because I'll make sure to pop by and see you. I over the years, so once we stopped doing the podcast I started doing the garden. And unfortunately for me, garden season in Ely is the end of August and the first week of September. So I basically front-load all my fair experiences. I'll be out there Thursday, Friday, Saturday, Sunday, and Monday. And then I'll leave Monday evening and head up to Ely. And then that's sort of the end of my fair time and I start harvesting everything.But I do love kind of having it in that condensed window too, because I get all the early excitement.Alex Lodner (06:37.614)You do. And yeah, you go during the busy days, don't you? Tuesday and Wednesday are the quietest days. And one of my tips is always to go on a Tuesday and Wednesday, regardless of what deals you get. You're just gonna have the shorter lines. It's just not as stressful. But yeah, I I would I do all the things. I go throughout the whole thing. I don't go on weekends. That's kind of I believe I have weekend shifts, but I'll go work and get out.We do not go as patrons during the weekend. That's we leave that for people who can't go during the week.Stephanie Hansen (07:13.404)Yes, I think in the restaurant business we would call that the amateurs. I know, because it doesn't sound very nice and sound sort of elite. Yep. Okay, so day one, you're heading to the state fair, day one, and you're there for not reporting, not work, you're just there for fun. What are like some of your top things to do?Alex Lodner (07:18.528)I was gonna say we call it amateur hour, but I was not going to say that but you did. We always call it nope, that's amateur hour. Yeah, yeah.That you like to do on day one.Yeah. Such a good question. Last year was my first year as a regular folk going to the state fair on day one. And actually Smart and I talked about that. Like this is just so weird. She she did do her her report, but it's just very strange to not have the new list and to not make sure you get everything in. I think on day one, I still do try andgo for the new things that I have circled. So you know, the official foods and the non-official foods, if people know that there are some new foods that didn't make the official cut, but they're just as exciting, sometimes even better. And I do make sure that I hit those. And the reason that I do that is because once all of our colleagues have reviewed everything, it blows up. And so an example of that is the Amish donuts, Peach's Amish donuts.We when was that? Twenty twenty-three, I believe was their first year. And all of us rated at number one. So we go as a group. So I go with I went for MSP with Steph, March and you know, Minmo goes and strip goes. And we all including Jason Mathis and we all rated at our number one or in their top three. Well then now you know the lines are an hour long. And so I'm not saying we're so powerful, but if you can if you candecide what you want to try out of the official and new foods and hit those on day one before the reporters get there and before we release our reviews. That's your only chance of really getting away from those long lines. We went up to the pizza, to the pickle pizza. We were there when the first year we were there, we walked right up to the to the counter and day two history. Mm-hmm.Stephanie Hansen (09:31.165)Yeah. Now it's hard. I went, well, I have 14 new fair foods lined up for Jason to try on day one. And then day two, I have 14 beverage things, non-alcoholic and alcoholic things. And we try to really load them up for the first two days so that, you know, he is part of that queue of of influencers, as it were, of people thatAnd I have to say I've done a really good job of anticipating, not only because I have to think about like what he's gonna like, but which ones are gonna hit.Alex Lodner (10:03.427)Which ones will hit?And you do you only use the official foods? Official new foods? Yeah.Stephanie Hansen (10:09.896)I do, I do. And I know that there are a lot of great foods that come out that are on the new but not official food list. Cause each vendor has new items that they're introducing every year and not all of them make them to the new list. but I try to, I mean, we only have X amount of time, so I try to just load them up with as much as I can. Are thereAlex Lodner (10:30.105)Fourteen is a lot. Uhhuh.Stephanie Hansen (10:31.708)Yeah, I think so. I mean of the I think there were thirty-six new, so we're getting at least a third of them in one day. are there things on the new list that will you're excited to try?Alex Lodner (10:35.905)Yes. I actually have it written down because there's so many of them. So I like the I tend to no I notice when I look at all the new foods that I liked best over the years that I go for the more refreshing things. So I won't necessarily I rarely go for the heartier, heavier things, although we'll talk about that in a second. But the mango sticky rice refresher at Chan's Eatery. Do you know where Chanse Eatery is? It's it's in the north end, and not to be confused, there'sAlex Lodner (11:13.561)Chan's chicken and a stick in the South. Different, different vendor. So they have that. I think it's like gonna be a drink, but it almost looks like tapioca pudding situation, but with sticky rice. Really excited about that. the the it's on days two. Yes, so you're looking at as a drink. Yeah. The strawberry sundae tart with Ube at Sarah's tipsies. Sarah's tipsies pies is one of my I always have foods that I repeat.Alex Lodner (11:43.192)I try not to repeat foods ‘cause there's so many, but I have a handful that I repeat and that's always her pies. Usually I do her lemon lemon blueberry. But I'm gonna try the strawberry tart with ube. Ube is, you know, that's the hot thing. It's been for a while.Stephanie Hansen (11:58.739)It's very ubiquitous in TikTok land. It's the purple sweet potato ingredient.Alex Lodner (12:04.191)Ube or Pondan, which is the green. and then the the banana butterscotch barn razor at Farmers Union. Farmers Union can do no wrong in my eyes. Every they just hit out of the park every time. So really excited about trying that. And it's strange because these are all sweet things, which is not normally my thing, but Greater Tater, which is is it a new vendor this year? Or it might have been last year.They're sort of blowing up on on the socials as well. And they're over by the animal barns and I'm curious to try them too. We tr no, we tried it two years ago. It was there's the really big tater tots and they were d yeah, and they were delicious. Not really my thing normally, butStephanie Hansen (12:45.054)The square ones. And that booth, too, they have a child that has special needs. And yeah. Yeah, he's great. And they do a good job of employing kids with special needs. So outside of the fact that the taters are good, really good, you know, you have this whole heartwarming story piece that I always like.Yeah, he's very popular on socials right now. He's adorable. I pretty much just want to meet him, let's be real. But I'll buy a potato too.And then another mention I want to say that I'm probably most excited about is the caramel apple iced tea from Loon Lake. Loon Lake has such good drinks and again, huge line. Always a huge line. You guys, it goes so fast. Give it a chance. Get in the back of that line. It will surprise you how fast it goes. They're very efficient. They have two sides. So the caramel apple one sounds intriguing. And as I'm saying all these, none of these are things that I would be attracted to during the year, but.Stephanie Hansen (13:52.764)Yeah, I have them on my list too. the caramel infused cold foam kinda sounded good.Alex Lodner (14:19.043)Yeah. I mean any any place would have me at foam. Be a chance eatery. I love my foam. A chance eatery. Yes, yes, cheers. a chance eatery. They also have an iced coffee that I'm going to try that either has the Ube or the Pantan foam. So just just make sure that I'm staying hip with the 19-year-old crowd. I'm gonna try those as well. Right?Stephanie Hansen (13:52.764)You do you and you do love coffee.Pandon foam. Huh. I had Pandon for the first time with my friends Heather Jans, the curry diva, who made me a Sri Lankan curry with it in there. And yeah.Alex Lodner (14:19.043)Yeah, I know they'reReally? I only think of it as a sweet ingredient. Ooh.Stephanie Hansen (14:27.055)No, she uses it in almost everything savory.Alex Lodner (14:30.667)Speaking of people who can do no wrong, my goodness. Yeah. Mm-hmm. yeah, so that's that's sort of on the on the official foods and then the not official, I'm really so a must-stop for me is the dairy goodness building, which is not to be confused with the dairy barn. AndStephanie Hansen (14:33.49)Yeah, she's an amazing person andStephanie Hansen (14:50.334)Help me understand where dear goodness is.Alex Lodner (14:53.145)Dairy goodness is in the dairy building. So the dairy building is right across from the haunted house. The dairy barn is where the cows live and it's way down over by the an barn animals. And soStephanie Hansen (14:58.684)Got it. Okay.Stephanie Hansen (15:04.392)And dairy goodness is where the butterheads are carved and you get the milkshakes.Alex Lodner (15:07.481)Correct. And you have that long winding line and you get milkshakes and my favorite is actually always get the Sundays. I always get the strawberry rhubarb sundae. This year their Sunday is called Moose Soda Apple Pie Sunday. If it does not have cinnamon in it, I will be trying it. So Nope. It's the only it's the only food item I don't I'm not allergic. I just strongly dislike it.Stephanie Hansen (15:22.195)Yum.Stephanie Hansen (15:26.076)Yeah, are you not a cinnamon person? Yeah, my producer is allergic to it.Yeah. that must make a a pumpkin spice latte not your favorite thing.Alex Lodner (15:42.788)Well, fall is hard on me. S listen, I no sweets for me in the fall because they like to put that cinnamon garnish on everything and sometimes I'll just order innocently order cappuccino and there'll be cinnamon on it. And s no, dude. I know it's October, but no.Stephanie Hansen (15:57.511)Outside Yeah, outside of the new foods, are there some classics that you go back for year after year?Alex Lodner (16:01.711)Yeah, always. I always, always have the corn. The corn roast. I've researched, you know, Brad's stuff to death. I know where those farms are. That is just the best there is. And if you're skipping on that, it's it's just it's a must-have. Must have. They cook it for an hour. It caramelizes, so it's so sweet. the key lime pie on a stick is a little known stand. Do you know where that is? It's underneath the beginning of the Skyride by the food building. It's sort of tucked in under there. And it's a key lime pie on a stick dipped in dark chocolate. Divine. I think it's yeah. And I don't know that if they raise their prices this year, but year after year it's been five dollars. I don't know what they're doing this year. But that's delicious. it's kind of one of those foods my daughter grew up on. So when she was a toddler, there'd be chocolate everywhere. And and now we still get that.Stephanie Hansen (16:43.336)Okay, I'm gonna try that.Alex Lodner (17:01.133)And then for me the grain belt blue beer over at now it's the Pratna Prize is sponsoring that pavilion. And so that's at the West End. And they started out with the blue beer, which is a blueberry beer, and then they top it with a foam again with the foam theme, and they top it with blue foam. Well, now they've they have Sangria beer that they can tap it with. They can tap it with all sorts of foam so you can mix the flavors. I go classic, blue beer, blue foam. AndStephanie Hansen (17:30.132)They have that raspberry beer flavored ice cream.Alex Lodner (17:34.327)The ice cream. They so this year it's it's double flavored and I cannot remember what the flavor of it. Peach, peach and raspberry. That was a surprising hit. We all dreaded getting that, I'll be honest. For the first year, it w we just were not sure what it was delicious. Yeah.Stephanie Hansen (17:38.76)Peach.Stephanie Hansen (17:50.442)I thought so too. And I think peach and you can either have peach, raspberry, or a swirl. I think that's gonna be a home run.Alex Lodner (17:57.092)I think so too. It was it didn't taste like beer. And again, speaking of suspending my personality for twelve days, I don't think you've ever seen me have a beer other when I'm forced to when I'm reviewing. And I just love that one. It's again very refreshing.Stephanie Hansen (18:09.608)I think I did do the we did the specialty beverages one year together and all the beers and you just were not having any of it. And I was like, Alex, this one is good.Alex Lodner (18:18.735)Well I was like I tastes like the last thirty, but sure. I've ran out of words. I no longer know how to describe this the taste of this beer. Combining all the beverages and all the official foods was just that was brutal.Stephanie Hansen (18:34.44)Yeah, it was a big day for everybody. Okay, let's talk about some non-fair things. Like one of the things that I really encourage people to do is to go to the llama parade.It is just such a weird, kitschy, funny, fun, joyful experience to see people leading around their llamas in costume. They're in costume. It's just this cute, fun, weird Americana thing that I love so much. Do you have other like activities that you do at the fair that kind of check this box?Alex Lodner (18:50.937)We always watch the parade. So at two o'clock there's always a parade through the fairgrounds. We sit in front of the Bailey House, which it's is that big, beautiful yellow country house at the south end. We always sit right in front of it in the same spot every year. I bring a blanket. We have a blanket that I only save for the fair. It's very lightweight. We just always, always watch that the bands are especially a treat. And if you sit in that area or in front of the admin building, you're actually sitting by the sp by the announcer.So the marching bands really tear it up in front of the announcer because that's where the judges are. So that's a little tip of that's where you if you really want to see them display their full talents, sit in front of the admin building in the South End and they'll really pull it out for ya. what else?I'm trying to think to just some other in I meanStephanie Hansen (20:05.064)Well, yeah, and like seed art or crop art has really blown up in the last couple of years. I really enjoy it and I have seen some of the entries on threads that like preview, they're just they blow your mind, they're so amazing. so that's something, but also like don't overlook like just going and going through like the vegetable buildings and seeing like the big pumpkins and the beautiful tomatoes. They're just like these weird little moments of joy of just seeing some of the cool stuff that people make.Alex Lodner (20:31.241)Mm-hmm. The giant pumpkins. Mm-hmm.Stephanie Hansen (20:44.594)When I go into the four H building where they do their performances, the kids have plays. That's really fun.Alex Lodner (20:49.687)Right. Yes. And it's a really nice place to rest. It they have nice bathrooms there. They have nice stadium seating and yeah, you're supporting these kids who've planned on this all year. It's in the robotics competitions are in the education building. That's what we always go through the education building. I would say we go through every building, but probably my favorite is International Bazaar. And admittedlyStephanie Hansen (20:44.594)Yeah. What do you like there?Alex Lodner (21:15.831)I just weave. I do all the weaves. I get I'm not wearing it right now, but I get a bracelet from a specific place that's Kitty Corner from Holy Land. I get one every year from there. And I just I've seen it all a thousand times and somehow I just I just still love it. my my daughter used to get the little stuffed animals that that have the little beads in them. So she's got a collection of it's a snake and a dragon and yeah, we justIt's just you know, it becomes really nostalgic after you go for a while. this is maybe food related, but I'd really wanna encourage people to visit one of the dining halls or the Midway Men's Club. It is food, but you know, we used to have ninety some church halls at the state fair from the in started in the eighteen hundreds, of course, that's all there was, but now there's only two left. There's Salem and Hamlin and Hamlin. And Hamlin has been thereStephanie Hansen (22:08.702)Salem and Hamlin. Mm-hmm.Alex Lodner (22:14.091)is since eighteen fifty two or eight fifteen eight or something like that. And so, you know, go sit in there for a minute. It's so lovely to see all the volunteers that work there. Get an un at coffee at Salem, get whatever at Hamlet. It's all good. And just take that moment and sit down at Hamlet. They have the little the red and white picnic tablecloths and you share a table with people and they will often you turn to them and they will tell you how they've you know it's aStephanie Hansen (22:23.092)Get an egg coffee.Alex Lodner (22:42.915)Great grandfather, grandfather, daughter kids, and they will tell you, I've been coming here since I was eight. And so it's just a really take that moment in that you're at the fair, you're experiencing something, whether it's a cup of coffee or whether it's a a llama, you're experiencing it with people who have memories about it. So chatting with with strangers at those community tables is just a favorite of mine. And Midway Men's Club is they've been volunteering.for years those are all volunteers. I don't know how much their burgers are, but they were three twenty five in previous years. Yeah. I mean, I I think maybe. Yeah. And we call them pocket burgers because they wrap them up so nicely that when when we get burgers, we would get one and then or two and get one put in our pocket. And so we theStephanie Hansen (23:16.522)They're always the cheapest. It doesn't they maybe will have to raise their prices, but I I think they were maybe five bucks, but still the cheapest at the fair.Alex Lodner (23:38.274)Apparently it's the coldest beer at the fair. Again, not a beer drink over here, but that's what they claim. And everything is the least expensive there. And again, you're doing some good. They give all their money to the r to activities in Ramsey County, a lot of kids centered activities. They're all volunteers. So just take a minute and not go for the fancy, the colorful, you know, the hot new thing. But remember those classics because we're gonna lose them. So and I just I just really think they deserve a moment.Stephanie Hansen (23:42.268)And the least expensive. Yeah, that's where Stephanie and I always go first thing after the radio show on Saturday morning. We start at the Midway Men's Club. Yep, we have a beer, we have a burger, we thank them for their service and for being there. And theAlex Lodner (24:10.691)The men's club? Yep.Yeah. Yeah. They're the nicest. They're just the absolute nicest people. They have those fun little bar stools you can sit on. It's yeah. I really just I just really think it's important. If we we all love the state fair and we all talk about it, but then we also complain about it and we have to remember, you know, to give our put our money where to some of those classics as well.Stephanie Hansen (24:37.692)Yeah, I also want to call out Peg's Diner or the Peg. it is a full service restaurant experience and same family has been running it. They have a great egg sandwich. So if you want to start your breakfast.Alex Lodner (24:41.207)Yes. I it's on my list. It's on my list to mention. Yep.Mm-hmm. The only one.Alex Lodner (24:52.685)That I was gonna I have I have that on my list. And this year they're gonna have the dill pickle chicken tender sandwich on an English muffin. Hello. Right? Yep. I wanna say it's I I no, it's not official. It's new but not official. It's the Mr. Peg dill pickle chicken tender sandwich, an English muffin with toppings. And they're also very reasonably priced. The peg is very reasonably priced. They have the outdoor seating.Stephanie Hansen (25:01.738)Okay, you had me there. I did not know about this.Alex Lodner (25:21.247)And it's just it's again, it's one of those times where when I go there, just like when I go to the dining halls, I wanna sit for a minute. I'm not in and out. I wanna take it all in. It's a great place to sit and people watch for a minute.Yeah, taking your time.Stephanie Hansen (25:34.143)Where do you like to shop? You mentioned the bazaar. Do you because I really like shopping in the West End. Yeah, there's a lot of Minnesota makers there that I'm excited about. IAlex Lodner (25:37.185)I don't shop at the fair.Alex Lodner (25:41.635)Do you? You're a bigger shopper than I am. I'm not a very good shopper. I'm a pretty impatient shopper. I look at it and I like you, I go to the I Like You store. And I usually Sarah's stuff is amazing. I have several of her t shirts. I have her hat. I don't know if we're supposed to swear on this show, but it says that okay, it's a sh s**t s**t show on the on the hat. And I like getting the attention from that. People cover their children's eyes. ButStephanie Hansen (25:56.819)Yeah, that's a great one. They have good t shirts.Alex Lodner (26:15.725)So I like that. I do get something from her most years, but I put my money on food. I'll just be honest about that. Yeah.Stephanie Hansen (26:22.514)Yeah. Before we wrap it up, Alex, I wanna know where your secret bathroom is. Cause I feel like everybody has a secret bathroom. Maybe it's one that's not as well traveled as the others.Alex Lodner (26:33.839)Yes.Mm-hmm. Mm-hmm. So there are good bathrooms in every quadrant. So I don't know if people know this, but the fair is divided into quadrant. They call it quadrant on the inside. And you'll notice that the benches, the benches that you can buy and name after someone, those are all different colors. Those are your quadrants. So yeah, so in front of, for example, in front of ballpark, it's they're all yellow.Stephanie Hansen (20:44.594)Okay, I did not know that. Good tip.Alex Lodner (27:06.699)And so if people the the bench that that we purchased is for our friend Hanzi, who you know, who passed away in twenty seventeen, and he his bench is in front of ballpark. So you sort of dedicate it to someone and put it in front of their favorite place. I digress. Those are quadrants and every quadrant has a good bathroom. You just have to sort of know where. The best ones, honestly, they're not so hidden, but the very end of West End.has the big so anytime you see a red brick building bathroom, they will also have water stations at the at either end of it. So bring your refillable water bottle. That's where you can refill water as well as other places. As well as other places throughout the fair, but you just always look for the red brick building. Those are somehow always clean. Always. In the grandstand, there are tucked away bathrooms that almost I don't think I've ever seen a line there.Stephanie Hansen (27:45.844)That's a good tip.Alex Lodner (28:03.863)And they're also spotless. There's one on either end of the grandstand. They're inside, so you sort of have to know where you're going.Stephanie Hansen (28:10.078)And they're kinda smaller, but they are nice.Alex Lodner (28:13.463)Yeah, they're they're not tiny. They're there's one that's bigger than the other. But yeah, they're they're always spotless. The cleaning crew do there just does a great job. over over in the north end I would say is your most challenging because that's where the food building is. I'm sorry, the south end. That's where the food building is. And so that gets to be a little bit busier traction there. But yeah.I'm loath to give up my secret spot, but I'm going to for you friends of the pod. And it is behind the giant slide. There is a bank of bathrooms back there that are clean, nice. They're right behind our Fox 9 booth, and a lot of TV station people know to go to those bathrooms. So those are good ones if you're looking.Alex Lodner (28:45.153)Okay.Alex Lodner (29:02.703)Well you you r you ruined you ruin it now. But that's one of my shortcuts. So one of the advantages of having of going so many times is people like going with me, not because I'm such great company, but because I lead them through people, you know, that it's gets so congested in front of the grandstand and there's different places where it pinches and I know all the hidden shortcuts and I will not be giving them away. But that's one of them. Right by those bathrooms. That's one of those shortcuts. Yeah.Stephanie Hansen (29:27.664)It is. There's another shortcut under the glider. Kind of by the i it's a back shortcut where youAlex Lodner (29:39.287)Are you gonna tell my shortcut? Do not wait, stop talking. Which short don't. Don't. That's my shortcut. No.Stephanie Hansen (29:45.34)I'm just gonna say it's a shortcut that takes you from the Colossian up to the north.Alex Lodner (29:52.716)I don't think Yes, Steph. We should have talked about this ahead of time. And they you know what? One year they put one year they put a fence up there and I saw the fence when I was heading towards it and I thought they were gonna cut us off, but they didn't. There's still an opening there.Stephanie Hansen (29:55.111)It I won't I'm just I'm just gonna say a AlexStephanie Hansen (30:09.938)Yeah, it's just smaller. It it's a handy one because the my talk one seven booth is up in that area and it's a handy quick to get up there. All right, well Alex, please.Alex Lodner (30:19.383)Yeah. And the best entrance, can we say the best entrance? The best entrance with no lines is right behind the the my talk. Harder to get to because there's no parking by it. But if you're willing to walk a little bit, there's never a line at that entrance. It's a secret little vendor entrance.Stephanie Hansen (30:34.282)Okay, I didn't know about that one.Alex Lodner (30:36.784)it's right behind your booth. Mm-hmm.Stephanie Hansen (30:38.142)Yeah, okay. So a secret entrance there. I always we always end up coming in where the where you come in where you rent the scooters and that area because we get dropped off. Yeah.Alex Lodner (30:49.335)At the north end. Yeah. Yeah, that's it's kind of a hike from there. But if you didn't want to walk through the crowds, if it was really crowded, especially for you guys on a Saturday morning, you don't go into the fair. You walk around on the outside of the fair and it will lay lead you to that secret. I'm j but we're just gonna have people wondering aimlessly now because of what I've just said. Ignore what I just said. Don't do that. People hundreds of people lost.Stephanie Hansen (31:06.954)Okay. Do you haveStephanie Hansen (31:12.17)No, do it, do it. Do you have yeah, I was gonna ask you one more question and I just totally can't do you have a park and ride location that you think is good?Alex Lodner (31:27.073)No, I have a little bit of a beef with Park and Ride, honestly. I know it's a great program. I know they're doing their best, but I believe this year they took away the suburban ones. Don't quote me on that, but I did not see them on the list. So the West suburbs used to only have one right by Ridgedale, and there were be lines across the highway. So it's across the highway from Trader Joe's. There would literally be lines across the highway. AndStephanie Hansen (31:51.604)Mm-hmm.Alex Lodner (31:54.466)So it they're just we're not enough in the suburbs. So you're I think what they're trying to get us to do, again, I'm not an official representative, but I think what they're trying to get you to do is to drive closer to the fair and then use a park and ride closer to the fair. So those buses aren't on the highway for a half an hour, which makes sense. So you want to drive into Roseville. my favorite is a new life presbyterian.Stephanie Hansen (32:02.281)Sure.Stephanie Hansen (32:19.242)Okay.Alex Lodner (32:20.001)There's it g it's getting more and more popular, but that's always a really good one. The people it's volunteers from that church. It's where Millie went to nursery school. And so that's our soft spot in our hearts.Stephanie Hansen (32:29.183)Okay. Okay, well I'll send people there then. On behalf of you and Millie. Alex said to come here.Alex Lodner (32:35.585)No, don't Great. Sorry, peeps for you know, I mean, you have a lot of listeners to this show. I'm not used to to having such an amplifier.Stephanie Hansen (32:45.542)You're funny. okay, so just on a personal note, since I have you here before we wrap up, what's next for you? I miss your writing.Alex Lodner (32:55.865)Thank you. I don't Steph, I don't know. I don't know. I've I've been in conversations with a few people. If you had asked me this a year ago, I would have said, absolutely not. I am retired. I'm living my best life. I'm gonna sort of pull a Steph Hanson this winter and be gone most of the winter. But I I miss it. Never thought never thought I'd say that. What's that?Stephanie Hansen (33:14.548)Mm-hmm.Well, and you can do remote work. Yeah. I it's when you can retire and choose your own life, it doesn't mean that you might not choose your old life. It just means that maybe yeah, may well, because I think people think you have to like do something completely different, but you gravitated to what you wanted to do for a reason. AndAlex Lodner (33:26.467)Mm-hmm.Alex Lodner (33:31.79)listen to you. Deep thoughts with Stephanie. It's true.Alex Lodner (33:43.887)True.Stephanie Hansen (33:45.066)what you get the flexibility and the privilege to do is to make it in the image of what you would like. Cause you have the flexibility to say no.Alex Lodner (33:55.074)Right. And I'll I'll say this to be clear. When I say retired, I retired from a very part-time job. So I've always had that privilege. I've been extremely fortunate to have created exactly the career I wanted and to be able to do exactly what I wanted. So and to work with you know, I'm really, really mean this, the best people, right? You and I know that. We worked with the best people of theStephanie Hansen (34:06.025)Yeah.Alex Lodner (34:21.993)Our our community is tiny in the Twin Cities. There's maybe 10 of us that do this. And I love every single one of these people that I've worked with. And so going back to that doesn't is not gonna be a you know, it's it's because it's something that I enjoyed all along. I did not leave it because I wasn't enjoying it anymore. I'd left it because of, as you know, some life changes. So things are settling down andStephanie Hansen (34:42.462)Yeah.Alex Lodner (34:49.899)We'll see. We'll see. You and I will talk. W we'll go have a non a non beer. I'll have coffee, you'll have a beer and we'll figure it out.Stephanie Hansen (34:52.326)Yeah, please keep me in the loop. Yeah. Maybe we'll see each other at the fair this year.Alex Lodner (35:01.283)Possibly I don't work on Saturday, but I might just pop in just to wave at you. I love doing that. I love harassing people from the bleachers.Stephanie Hansen (35:04.894)Okay.Yes, we will be live at Weekly Dish. I will be at Fox, yeah, 9 a.m. Saturday, 9 to 11 at Weekly Dish up in the North End, the first. And then I'll be at Fox Thursday and Friday. We have two-hour shows. The first hour is our national show. Our second hour is our local show. It'll be 10 to noon. And then at noon to th 12:30, I'll be doing a book signing at Fox.Alex Lodner (35:11.534)Nine AMAlex Lodner (35:16.291)The first Saturday. There's two Saturdays. So you're there the first Saturday, right? Yeah. Mm-hmm.Alex Lodner (35:25.763)What what time?Stephanie Hansen (35:37.412)on both days. And then Saturday I'll do a book signing after Weekly Dish ends at 11 for a half hour. And then Monday I'll be back and I'll be on Fox in the 10 o'clock hour. And then in the 11 o'clock hour I'm co-hosting with Jason for that day. And then I'll do a book signing after that. So yeah, lots of fun activities planned.Alex Lodner (35:37.485)Goodness.fun.Okay. All right. I'll have you text me that because I am not gonna remember anything you just said. But I'll have you text me my s thank you, and I will pop in. I I know the secret door.Stephanie Hansen (36:03.795)I will text you. Okay. Thanks, Alex. Yeah, and I forgot to tell you this when we started. Give yourself about 20 seconds before you log off just to make sure that the podcast catches up with our voices. Yeah, exactly. Okay. All right. See you.Alex Lodner (36:18.97)So I'm not just out. Peace out. All right. Talk to you, Love.Stephanie Hansen's @StephaniesDish Newsletter is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit stephaniehansen.substack.com/subscribe

Send us Fan MailAgency growth gets expensive when every new client replaces one who just left. Brett Linnenkohl, fractional COO and founder of Evergreen Strategic Systems, and Josh Koeller, co-founder of The Customer Profit Engine, join Dr. William Attaway to unpack a more useful way to manage customer churn. Their work helps account managers move beyond subjective health-color ratings by finding the signals already buried in calls, CRM activity, support, and customer conversations. They share how a pilot reduced churn by four percentage points in ninety days, why proactive coaching produces stronger client relationships, and how the right data can uncover retention and expansion opportunities before a customer has one foot out the door.Chapters 00:00 Welcome and why retention matters 02:45 From fractional COO to customer focus 07:20 The three numbers agencies miss 09:02 Turning customer health into data 14:05 The problem with CRM notes 20:29 Connecting Slack, calls, and email signals 22:06 Pilot wins a $6K upsell 26:04 Escaping the churn treadmill 29:19 Proactive coaching beats reactive firefighting 31:10 Beyond agencies, MSP, solar, and more 35:18 Coaching CSMs without breaking trust 41:37 Mining past churn for hidden revenue 45:39 Beta offer guarantee and next stepsConnect with Brett and Josh Explore the Customer Profit Engine and the Account Manager Profit Accelerator at customerprofitengine.com. Connect with Brett Linnenkohl and Josh Koeller on LinkedIn.I want to invite you to check out the Committed Mastermind, a community I help lead along with world-class leaders like JC and Karen Hite, Vinnie Fisher, and Jonathan Mast, plus incredible mentors like Dr. Gary Chapman, author of The 5 Love Languages, and many others.This is for entrepreneurs who want to build a thriving business without sacrificing their faith, their family, or their health.Check out the Committed Mastermind at https://committedmastermind.com/---- Check out Dr. William Attaway's new show, The Appreciation at Work Podcast!  Join Dr. William Attaway on the Catalytic Leadership podcast as he shares transformative insights to help high-performance entrepreneurs and agency owners achieve Clear-Minded Focus, Calm Control, and Confidence.Free 30-Minute Discovery Call:Ready to elevate your business? Book a free 30-minute discovery call with Dr. William Attaway and start your journey to success.Connect with Dr. William Attaway:WebsiteLinkedInFacebookInstagramTikTokYouTube

Send us Fan Mail

Don’t miss this massive channel shift! Subscribe to our Newsletter:https://theultimatepartner.com/ebook-subscribe/ Check Out UPX:https://theultimatepartner.com/experience/ In this episode of the Ultimate Partner Podcast, host Vince Menzione sits down with Alexandra Zagury, Corporate Vice President of Channels at Microsoft, to explore ecosystem shifts, partner-led growth, and AI transformation. https://youtu.be/9jrSGX5bM90 Key Takeaways Microsoft’s telemetry and propensity data offer unprecedented insights that many partners are currently failing to unlock. Partners must evolve past basic licensing models and build comprehensive managed service stacks across the entire customer lifecycle. Establishing an AI Center of Excellence on the Microsoft platform is critical for capturing future market share and technical intensity. The modern tech ecosystem demands a shift from product-led growth to true partner-led growth driven by multi-partner collaboration. Renewal engines targeting 110% to 125% retention require an always-on motion starting well in advance of contract expiration. Investing in sales readiness and precision velocity training ensures that end sellers can effectively articulate the value of the Microsoft platform. If you're ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags Microsoft, telemetry, Hyperscalers, channel, small medium enterprise, telcos, hosters, SSPs, Cisco, CSP, agentic GTM, propensity data, SPX, PUPP, cloud descent, MSPs, managed XDR, Agent 365, skilling, co-sell, renewals, flywheel, AI Center of Excellence, enterprise Transcript Alexandra Zagury Audio Podcast [00:00:00] Alexandra Zagury: One of the things that I think is the best kept secret at Microsoft is the telemetry that we offer our partners. [00:00:08] Vince Menzione: You can feel it happening. The ecosystem is shifting beneath us, the way Hyperscalers are partnering, how AI is remaking the channel and what it means to win in 2026. Welcome to the Ultimate Partner Podcast. [00:00:22] Vince Menzione: I’m Vince Menzi, own your host, and each week I sit down with leaders at the intersection of technology. Partnerships and outcomes. The voices shaping how ecosystems actually work. We talk about what’s real, what’s changing, and what it takes to lead in this era where the partner channel isn’t just part of the strategy. [00:00:41] Vince Menzione: It is the strategy because being in the room changes everything. Let’s [00:00:46] Guest: start. [00:00:50] Vince Menzione: I am thrilled because I get to have a leader that is somewhat new in role and is the corporate vice president of channels for Microsoft. And so Alex is here to, is joining us for the first time at Ultimate Partner. I’m thrilled to have you. Thank, thank you so much. Thank you so much. Welcome, welcome. [00:01:14] Vince Menzione: Thank you. Thank you. You and I are gonna be in the center seat in the middle. Okay. Yeah. Yeah. We wanna. So I am thrilled. Um, you’re relatively new in your role at Microsoft. [00:01:24] Alexandra Zagury: Seven months. [00:01:25] Vince Menzione: Seven months, [00:01:26] Alexandra Zagury: yes. [00:01:26] Vince Menzione: Wow. That’s a, that’s a crazy. So take us through, ’cause for those who don’t know you, but a little bit of an introduction, your title, your role, CVP, and uh, your remit. [00:01:37] Vince Menzione: Let’s talk about that and what your organization is focused in, in your mission. Yeah. [00:01:41] Alexandra Zagury: So hi everybody. Really exciting to be here. Thanks for the invitation, Vince. I always love to be with partners and with the channel. So my, I came to Microsoft to lead a new role, which we call Global Channel Sales, and it was part of the strategy of Microsoft to really bet on the growth in small, medium enterprise. [00:02:04] Alexandra Zagury: With the channel partner led growth. So my remit is really to lead our managed partners, but also to lead the strategy when it comes to the channel. Very specifically looking at the telcos, the distributors, the hosters. The sis and, uh, the SSPs of course. And, and so my role can be summarized in one word growth, and that’s what we do every single day is map our ambition to your ambition and figure out how we actually conquer this age of ai. [00:02:40] Vince Menzione: It’s a pretty big role. It’s a pretty, you know, I forgot about hosts ’cause we don’t, we don’t talk about them as much these days in the cloud. [00:02:48] Alexandra Zagury: Still a lot [00:02:48] Vince Menzione: of opportunity. You’ve got, and you’ve got all the telcos as well, which are pretty significant organizations, right? Lumen Field, just around the corner. [00:02:56] Vince Menzione: Mm-hmm. Right up the. Right up, I said across the river, but it’s across the pond in Seattle. And, uh, what does that look like from an organization perspective in terms of dollars? Are you allowed to disclose numbers? [00:03:08] Alexandra Zagury: No, we [00:03:08] Vince Menzione: don’t talk numbers. Okay. And, but you have a long career in this type of environment, in this role. [00:03:15] Vince Menzione: 10 years at Cisco, right? [00:03:17] Alexandra Zagury: Mm-hmm. [00:03:17] Vince Menzione: Tell us a little bit more about your background, [00:03:18] Alexandra Zagury: please. Yeah, sure. Um, well I started out as a, a sales leader. Uh, actually I started out in banking, if you wanna go all the way back. Um, but I fell in love with the channel actually, when I was at Yahoo, believe it or not. Wow. [00:03:32] Alexandra Zagury: Because it was the first interact sales model that I had the privilege to operate in, and I really understood. Stood the power of going through a channel. And then I was at Blackberry where I, I, I also, um, well had various sales leadership roles, but our model was all through, was all through the channel. [00:03:51] Alexandra Zagury: Yes. Um, some startups and then help [00:03:54] Vince Menzione: in those days too, right? [00:03:55] Alexandra Zagury: Yeah. It was all sps and I learned from Jim Balze the channel fundamentals. So, um, and then ended up, of course, at Cisco the last. Nearly 11 years, which I think is also one of the greatest channel companies. Yes. And really has thrived in a partner, partner led growth, and in a partner led model. [00:04:12] Alexandra Zagury: And so when, when Microsoft called, I mean, this was just the opportunity of a lifetime. To lead the channel during an era where we’re all getting disrupted, we’re all having to blueprint new systems, new ways of working, where go to market is getting identified, and we’re all having to figure out how to become customer zero ourselves, but then also how to go to market. [00:04:36] Alexandra Zagury: With, with agents. And so this was the, the most exciting time that I could think of to join the Microsoft ecosystem and really take us to the next level. [00:04:44] Vince Menzione: Well, your background is perfect for this. I, I, Rodney Clark is a friend, has been a guest on the podcast and in, in the studio, and I think of Cisco is the quintessential channel company. [00:04:56] Vince Menzione: Like when I think about how channel got created and how it worked well, it was always Cisco that did it. So give us like your perspective now, like seven plus months and like how does this feel like you’ve You’ve got a big remit and, uh, various, uh, routes to market. We’ll call them, uh, channels to market. [00:05:14] Vince Menzione: So take us through a little bit of that, like Yeah, sure. [00:05:16] Alexandra Zagury: Describe [00:05:16] Vince Menzione: the transition, what it’s been like [00:05:18] Alexandra Zagury: for you. So one of the things we’re focused on is supporting the channel through the transformation, and we look at it in a couple of lenses. The first lens is really helping the channel become customer zero. [00:05:29] Alexandra Zagury: We really believe that the partners that invest in. Actually identifying their own processes and their own go go to market are the channels, are are the partners that it can actually win because if you are using it, you’re gonna be able to sell it. The second layer is all about technical intensity, and I’m very passionate about this because I see it from two lenses. [00:05:51] Alexandra Zagury: One is. I would like each and every of our partners to lead in building an AI Center of Excellence based on the Microsoft platform. It is a unique opportunity. I can give you lots of numbers, right? We’ve all heard about the trillions of agents that are gonna be here by 2030. We’ve all heard about the tam. [00:06:12] Alexandra Zagury: I mean, our TAM is going from 777. Million to over a billion, uh, to over a trillion. I, it’s, the numbers are just enormous, insane, right? Over half a billion of customers in our base that are using, that are, that are based already on the Microsoft platform. So all the goodness of our IU IQ platform can be unlocked with all the services that the partners can build. [00:06:36] Alexandra Zagury: So investing in that technical skilling and building those practices are gonna be, is gonna be essential. The third part. The third pillar is all about ag agentic, GTM. So once you’re actually using, uh, the Microsoft platform, you’re gonna have to reimagine all your business’s pro processes, your sales processes, and the more that you are integrated into how we do, how we do things. [00:07:00] Alexandra Zagury: One of the things that I think is the best kept secret at Microsoft is the telemetry that we offer our partners. Yeah. I mean, it’s unbelievable. I’ve never seen the quality of propensity data. And now I’m gonna give you the ABCs, which is please, A SPX, which is where we get all our copilot data, PUPP, which is our proposal upsell, uh, planner, right, cloud descent, where you can actually get your next action directly to your sellers. [00:07:27] Alexandra Zagury: There is just so much goodness that we give, which is part of our, our investment in partners. Which takes me to the fourth pillar, and that is all about value alignment and one of the things that I’m very focused and I bring with me from, from Cisco and the work that I did with MSPs is really thinking through what is that value exchange between us and the partner. [00:07:49] Alexandra Zagury: I believe that I’m in the business of earning your trust. Earning your preference. And, and, and we do that by really mapping that value alignment. So not just, one of the things that the whole industry has copied from Microsoft is really looking at our incentives across the customer lifecycle. Yes. So really mapping the value alignment across the customer lifecycle, not just at the point of the deal. [00:08:13] Alexandra Zagury: ’cause that was the whole purpose of CSP. That’s right. The investments we make in tele telemetry, the investments we make in our go-to-market assets and having those bi-directional feedback loops so that we can be continuously improving. So those are sort of the things that I’m thinking about every day. [00:08:29] Alexandra Zagury: There’s a couple of others as we lead and support you in this transformation. ’cause I think of my job as to supporting and driving growth with you so that we have that joint ambition. But also supporting the transformation that both of us are on this journey. [00:08:44] Vince Menzione: And Microsoft was the first with Jay McBain was with us yesterday, and we talked, we’ve talked about this before, but you were the first company to take and look, get rid of the old metal systems, right? [00:08:55] Vince Menzione: The bronze, silver, gold, mm-hmm. And move to basically a point system for partners so that they can come at it from a kind of a global perspective on how they drive success. What was, um, what did you learn about this partner community, your first months that you didn’t expect? [00:09:12] Alexandra Zagury: Can I say something controversial? [00:09:14] Vince Menzione: Absolutely. Okay. [00:09:14] Alexandra Zagury: I love, [00:09:14] Vince Menzione: we love controversial, [00:09:15] Alexandra Zagury: so I think one of the things that I was surprised was that I didn’t see all the partners really unlocking the value of CSP. Yeah. What do I mean by that? When Microsoft moved to the Point System, and I was on the other side, really, I was so jealous of CSP when I was running managed services. [00:09:34] Alexandra Zagury: Here’s an offer that is for partners, for Partner that gives you that initial. Guarantee in terms of the margin that helps you throughout the customer life cycle with all the incentives and, and programs that we have. And I didn’t see, I mean there are some partners, but I was surprised not seeing more partners really building their value stack and their services across the lifecycle. [00:09:59] Alexandra Zagury: And I think there’s such a great opportunity now to do that. That was one of the most surprising things I thought. Oh my gosh, there must be so many, so many services stack, so many people really unlocking, unlocking that, that value. That was a, that was a little bit surprising. [00:10:14] Vince Menzione: Why? Why do you suppose, why do you suppose that was happening? [00:10:17] Alexandra Zagury: I think some of the things that we were listening here, there’s some, sometimes complexity. There are things that we still have to. Get better on, and I’m one of the first ones to say that like our partner experience, we have, um, you know, a lot of focus right now on partner center and ensuring that we’re identifying it. [00:10:36] Alexandra Zagury: I don’t know if I can say it, but, you know, one of the things that we’re looking at is replicating internally. We have Agent J. That supports our sellers through the sales process. Nice. We’re looking at having something similar for our partners. Very cool. Getting some claps there. So, yeah, so, uh, I think, you know, that I, some, there are some lockers that we, we have to acknowledge a lot of them are operational and comes with being a 50-year-old company. [00:11:02] Vince Menzione: I, I’ll give you my perspective too. I wanna get your thoughts on this. ’cause I got to, I’ve gotten to know this MSP community, which is a, you mentioned managed services and that, um, I think that some of them, well, I think Microsoft is leaning in, in a much bigger way. Um, we had Jose on stage yesterday and just the, the energy around the room, there he is, he’s back here. [00:11:23] Vince Menzione: The energy in the room around the MSP community is palpable and it maybe it wasn’t there a few years ago. Maybe some people got off the bus, so to speak, like they weren’t really paying attention mm-hmm. To all the change and all the investments. That you men, you’re mentioning or being made to support this, would you, what would you say about that? [00:11:42] Alexandra Zagury: Yeah, I’d say that that that is correct, but I’d also say that what I learned, you know, leading MSP at Cisco was that. All the stars have to be aligned, right? And if one thing is not right, if you don’t have product market fit, if you, if you, if you don’t have a good way to, uh, consolidate your offer, if you don’t have that investment in practice development, like there’s a series of things that we need to get right. [00:12:07] Alexandra Zagury: And I think Jose and I spent a lot of time thinking through those things and we’re, we’re ready to, to welcome the community and specifically around security. I mean, that was the second thing that I was really surprised because I lost so many deals on the other side to Microsoft, and I was like, and then I come on this side and I’m like, there’s all this opportunity everywhere. [00:12:28] Alexandra Zagury: I look underneath this chair, this opportunity, and I’m like, why are people not going after it? There is the opportunity to build managed XDR solutions, the opportunity to reinvent the song. There’s, there’s just so much opportunity and I think people get so stuck in the. Just thinking of it from a licensing model and not thinking it from the, the full on end-to-end value that you can then unlock through the best licensing model on the planet. [00:12:55] Alexandra Zagury: And so, look, we’re here, we’re, we’re ready to talk to all of you and, and really figure this out ’cause we are gonna place really bet big bets next year on ensuring that we’re growing with the MSP community. [00:13:08] Vince Menzione: So what are you personally focused on in changing Microsoft to drive this. [00:13:13] Alexandra Zagury: Well, uh, I don’t know. [00:13:14] Alexandra Zagury: Changing is a, is a, is a big word. Well, I like evolution, change, [00:13:17] Vince Menzione: evolution, evolving. [00:13:18] Alexandra Zagury: You know, I [00:13:19] Vince Menzione: transition. [00:13:21] Alexandra Zagury: I think there is, there is a couple of things that I’ll say that one of the things that I, I’m really focused on right now, the first one is skilling. We’re at a time of such transformation. That investing in skilling, and if you look at our skilling model, it has four pillars. [00:13:37] Alexandra Zagury: The first pillar we’re best in class, in which is certification specializations, and making sure that our ecosystem is certified to go to market. The second one, which we call project ready. It’s sort of how we help you, uh, technically skill the folks that sit in your practices. And there’s more work to do there, and there’s more that you can learn about how we can actually help you. [00:13:59] Alexandra Zagury: And then the middle part I’m obsessed with right now, which is sales ready and tech sales ready. So it is ensuring, because AI is new for everybody. Yes. It’s a muscle, it is a proposition that you have to sell it’s value that you’re selling. I, I love what the gentleman from Lenovo was talking about. It’s, it’s that CSB always on motion. [00:14:21] Alexandra Zagury: Yes. And so really getting very crisp to the end seller at the, at the reseller. For example, at the end, seller at the partner about why Microsoft. Why now, how do I sell and how do I win? And giving them the assets, the competitive battle cards, the, the, the ability to end objection handling all these. Great, we have them. [00:14:45] Alexandra Zagury: I mean, the amount of content we have, but it’s about doing it at what I call precision velocity. [00:14:51] Vince Menzione: Precision [00:14:51] Alexandra Zagury: velocity, right? Which is this concept of how do we get very precise at a persona level. So that we get the velocity of impact. And so I’m, I’m very obsessed with that right now. And there’s two other things I’m very obsessed with, right? [00:15:04] Alexandra Zagury: The other one is this practice building, ensuring that we are together building these AI centers of excellence, um, especially for all our managed partners. This is something that I’ve put on, uh, every single PDM in our org is gonna, is gonna be talking about that. And then the third one is one that I find super interesting, which I think all of us. [00:15:25] Alexandra Zagury: Have a lot of work to do, which is partner to partner. [00:15:29] Vince Menzione: Yes. [00:15:29] Alexandra Zagury: If we look at a customer outcome, thank you. A customer outcome is built of many partners, right? There’s so many different touch points. I think some folks talk about seven partners in, in a customer outcome, and so how do we actually. Use agents, use agent solutions to suddenly unlock this opportunity because most of the time you’ll see an SSP with an si, maybe an ISV in the middle of a transaction to deliver on that customer outcome. [00:16:04] Alexandra Zagury: Yes. So what can we Microsoft do? And I’d love ideas, right? I haven’t cracked this. I don’t think the industry has completely cracked this. It’s more of a, a science than, than, well, more of an art than it is a science today. So that’s the third thing that I, I, I’d love to really improve and, and get better at. [00:16:20] Vince Menzione: I wish you got to see my slide earlier. ’cause I had the seven seats. I had this, I had the seven partners surrounding the customer. Customer is able to make their decisions now because with their cloud commitments [00:16:31] Alexandra Zagury: mm-hmm. [00:16:32] Vince Menzione: They’re in the, they’re in the seat where it used to be. I would rely on the partner to tell me what to do. [00:16:38] Vince Menzione: I, I’m cobbling together the best solution for my organization. Based on the trusted partners, to your point, those seven seats, and that’s partner to partner action. And Jay McBain was here yesterday and he took us through a great example. It’s AstraZeneca, that Microsoft won AWS, thought they were gonna win the deal, and then there were Microsoft partners in involved. [00:17:00] Vince Menzione: And the, the decision was made in December, but the deal didn’t happen until July. And that whole process was because all these different partners showed up. And influence the decision and the solution areas for that customer. [00:17:12] Alexandra Zagury: Yeah, that’s the best example of PLG partner led growth in action, which I think, again, that is the other thing that I’m super excited about is that actually p proving in the AI era that it’s about PLG as partner led growth, not the other PLGI. [00:17:31] Vince Menzione: I love that. I love that. Instead of product led growth, it’s partner led growth. So I understand there’s three layers that you’re very interested in that you want, you were gonna take us through today. Okay. Do you know about this, [00:17:44] Alexandra Zagury: the layers [00:17:45] Vince Menzione: of we have, uh, copilot chat. Oh, yes. 365 and, and agents. [00:17:49] Alexandra Zagury: Yeah. [00:17:50] Vince Menzione: From a product perspective, I thought maybe, [00:17:51] Alexandra Zagury: yeah, sure. [00:17:52] Alexandra Zagury: This is, I mean. This is the, uh, advantage of choosing the market Microsoft platform. Yeah, so as you look, look at it, there’s, there’s definitely different options, but when you look at Microsoft, what’s really, really interesting is that we have all the, all the layers. There’s no AI without data, and we’ve got that data foundation. [00:18:15] Alexandra Zagury: We also have the intelligence data foundation, right? Then we’ve got the, the layer of actually building those AI agents, and then the last layer that we have is actually the experience or the application layer. So when you look at our platform is a completely integrated platform with the different choices. [00:18:35] Alexandra Zagury: We are not behold, beholden to one LLM or another LLM. You’re actually able to bring your data and, and bring the LLM that you want to deliver on the, on the outcomes that you need. And I think that is very, very unique about our proposition. Yeah, I [00:18:50] Vince Menzione: agree. [00:18:50] Alexandra Zagury: But the other thing that is unique, it’s the most exciting product out there. [00:18:55] Alexandra Zagury: Agent 3, 6 5, our own oh oh seven. It really is a differentiated proposition that every single partner can build services around. Starting with your advisory services, tell me customer, what is it that you are thinking of? Then you actually move on to thinking about security because again, just like there’s no AI without data, you have to start with that data foundation. [00:19:24] Alexandra Zagury: There’s no AI without security and no security without ai. And so really thinking through how, uh, agent 3, 6, 5, I love it. I get these claps once a, I love, love really thinking about how Agent 3, 6 5 really unlocks, not only. A security budget, but an observability budget because you can do both. You are talking to both, uh, folks at the customer, right? [00:19:47] Alexandra Zagury: You can actually start talking about how you’re gonna actually govern all of these agents, manage all of these agents, but also there’s the observability layer, which is gonna tell you what actually can you do? How can you actually deliver on the outcomes that we all want from ai, which is productivity. [00:20:05] Alexandra Zagury: Experience and efficiency and all the other things. So I think this is the biggest opportunity this channel has ever seen, and every single partner is gonna have to make a choice on what platform they’re gonna lead with, and we believe it should be ours because it is completely integrated across these three layers with our very own oh oh seven. [00:20:30] Vince Menzione: I wanna get your perspective, but it feels like many of these partners in the MSP community are stuck at that CSP level. We were having this conversation about getting through that, coaching ’em through it. What would your be your perspective on that? [00:20:44] Alexandra Zagury: Um, I’d say, uh, use this moment to unlock that opportunity. [00:20:50] Alexandra Zagury: First off, invest in your skills. Get your, get your team skilled and, uh, on Microsoft, build your center of excellence. Map out your strategy where actually you’re gonna monetize and use all the different assets that we have. And if you are being really, um, I mean, most of them are serviced through a distributor. [00:21:12] Alexandra Zagury: Make your distributor accountable for supporting you in packaging the offers and giving you the, uh, information that you need in terms of skilling. And then in terms of co-selling, again, distributor has a lot of tools that can help you understand how to unlock the co unlock, the co-selling opportunity with Microsoft. [00:21:35] Alexandra Zagury: I think that’s another really big competitive advantage that Microsoft has. When, uh, Microsoft changed what it started by, by, by changing its strategy. I think clarity is kindness. We were very, very clear that where we want, we wanted partners, of course, to play an enterprise with a services stack, but we were very clear that we were betting on a partner led growth in small, medium enterprise, right? [00:22:03] Alexandra Zagury: And so we’ve built our whole operating system. Around that. And so I think it’s really about finding the information that you know you want, planning your strategy, getting skilled and go to market with us. Our co-sell Advantage is very, very unique. It is one of the only companies that has the sales teams completely aligned because CSP is our hero motion. [00:22:29] Vince Menzione: So being with a customer through the journey on CSP, but also renewals are a big component of growth. Talk to us about that. [00:22:36] Alexandra Zagury: Yeah. Renewals are, uh, a machine and an engine that is just absolutely beautiful. It’s your [00:22:42] Vince Menzione: flywheel. [00:22:43] Alexandra Zagury: It is your flywheel. Um, and it is the gift that keeps on giving. We, of course, have a very focused, um, and in fact, one of the things that I’ve done since. [00:22:52] Alexandra Zagury: Uh, since we’ve started, it started a very focused motion in terms of looking at our renewals. We have very specific targets. We, we like to see a renewal at 110% at the moment of renewal. And then we like to see a motion, t plus three, T plus six. That gets us to that a hundred and and 25%. But what we’ve also found out is that this needs to be an always on motion. [00:23:18] Alexandra Zagury: So one of the things that we’re doing is using this concept of precision velocity becoming very rigorous. ’cause we have all the data. Yeah. In terms of what is that next action, and really looking at starting that renewal process, we see that the partners that are able to reach the targets are the ones that start at T minus. [00:23:36] Alexandra Zagury: Six, maybe T minus three, you’re cutting it, but T minus six. And really building that constant motion, getting out in front Yeah. With the customer is really important. And then of course, we now even have these amazing go back motions, uh, with, with our partners where we actually, after the renewal, we go and. [00:23:56] Alexandra Zagury: The renewal was not at the target. We just constantly keep on going. Uh, going back with the, with the partners and we’ve unlocked a, a bevy of data. We, our operating model, we call it the pods, where the PDM sits at the center and orchestrates it with all the different roles that we have. And so we now have a very systematized moment, uh, motion of how to do the renewals. [00:24:18] Vince Menzione: So for the partners in the room, what’s one investment that they should make and what should every partner in the room do differently? Going into, uh, July 1st. [00:24:27] Alexandra Zagury: Well, I think the first thing, remember, CSP is our hero motion, so really for, uh, real, really focused on that. But the one investment, can I say two? [00:24:38] Vince Menzione: Please, please. [00:24:38] Alexandra Zagury: Your time. The, the first one is skilling, right? This is the time. [00:24:43] Vince Menzione: Yeah. [00:24:43] Alexandra Zagury: Technical intensity is super, super important, and really making those investments in skilling not only from a practice perspective, your your, your technical practice, uh, teams, but also from a sales readiness perspective. [00:24:59] Alexandra Zagury: This is a new muscle. It’s we’re all learning how to truly sell outcomes, and so getting your sales teams ready. Is is really important. And then the second one very tied to that is building your AI Center of Excellence based on the Microsoft platform. Because as we go into FY 27, you will see that the partners that prefer and grow with us are the ones that will see the investment come to them. [00:25:28] Vince Menzione: So I want to use the term front. I I, I’ve been avoiding the term frontier firm, but I think it is super critical. Everything I’ve heard today, like you need to be customer zero. You need to get in train, advance on it and go build against it. [00:25:41] Alexandra Zagury: Absolutely. Well, if you had, let me a third, I would’ve said customer zero. [00:25:46] Vince Menzione: You have it? Alright. We have less than a minute. Would you be okay if we ask for like maybe one question? Yeah, absolutely. We’ll do like one, maybe two. So good to have you by the way. Thank you, Vince. So nice to have you here. [00:26:04] Vince Menzione: I think we did such a good job. Oh, here we go. Here’s, here’s fun. A mic is coming your way. [00:26:20] Vince Menzione: Thank you. Here we go. Okay. [00:26:22] Guest: So we’ve been very keen on, um, skilling our people, and I still find it very hard to get all of the information out of Partner Center to get a complete global view. Are you and your team thinking about maybe having an MCP server access and having a real portal working with that data? [00:26:41] Alexandra Zagury: You just touched on one of our areas of improvement. Absolutely. In fact, um, thank you for, stay tuned for holding us accountable to that. That is definitely one of the things that we’re working on is how to integrate skilling hub into partner center. Right. As most of you will know, there are it Qs, and so that’s one of the things that we are definitely prioritizing, but thank you for holding me accountable to that one. [00:27:09] Vince Menzione: Awesome. [00:27:13] Vince Menzione: We have one more back here, David. I see. We wanna see how fast they can move that microphone across the room. Relay system here. The relay team. There we go. [00:27:25] Guest: That was excellent, Alexander. Thank you. And welcome. [00:27:28] Alexandra Zagury: Thank you. [00:27:29] Guest: Can you point to a specific example? ’cause I think it’s so critical what you highlighted just the skill piece and the customer outcomes piece. [00:27:35] Guest: Right. Can you point to a specific example of a story that you really love that highlights, uh, customers lighting it up with ROI. [00:27:44] Alexandra Zagury: Yeah, I think, you know, we’re, we’re, we’re a platform, so I just saw a win wire. Like at Microsoft, we get these win wires all the time about how an SSB actually won a, a deal against one of these big AI only companies. [00:28:00] Alexandra Zagury: And it was really about selling the full platform, right? Yeah. Because if, if you, if you put a full platform against an LLM proposition, I mean, the full platform really stacks up because it’s completely integrated. It’s not behemoth to one, you’re not making a bet on one company. And it really highlighted our mantra around trust and intelligence. [00:28:24] Alexandra Zagury: The customer was able to see, they, they were an M 365 customer, so all their iq, all their intelligence was already there. They knew that they, there were guardrails against it. They had a problem with shadow ai and by actually standardizing on copilot and going on that journey from copilot paid to agents, they sue the, they saw the full, uh, value proposition. [00:28:49] Alexandra Zagury: And so we won that deal and it was one of the. First E seven deals that we won, so it was great. [00:28:55] Vince Menzione: Fantastic. Great. Congratulations. [00:28:57] Alexandra Zagury: Thank you [00:28:58] Vince Menzione: Alex. I am so honored and thrilled that you got, you chose us to be your I I would say the first big Yeah, absolutely. Presentation in front of the partner community. [00:29:07] Vince Menzione: I’m so excited to have you. [00:29:08] Alexandra Zagury: Thank you [00:29:09] Vince Menzione: guys, and hopefully many more times ahead with us. [00:29:10] Alexandra Zagury: Absolutely. Invite me at anytime. [00:29:12] Vince Menzione: Okay. Well, thank you [00:29:13] Alexandra Zagury: so much. [00:29:14] Vince Menzione: Thank you. So great [00:29:15] Alexandra Zagury: to have you. Thank [00:29:16] Vince Menzione: you so much. Thanks for listening to The Ultimate Partner Podcast. If today’s conversation resonated, share it with a partner leader in your network. [00:29:26] Vince Menzione: Subscribe where you listen, and head over to the ultimate partner.com. For show notes related content and the resources for this episode. And if you haven’t already, now’s the time to register for the Ultimate Partner Live Event in Reston, Virginia, October 26th through October 28th. Until next time, keep showing up in the rooms that matter because being in the room changes everything.

Send us Fan Mail

Send us Fan Mail