Podcasts about msps

Most MSPs can already tell you which of their clients' Microsoft 365 environments are misconfigured. The harder question is why so few get fixed — and what it takes to turn security visibility into security operations at scale. Dave sits down with Nick Ross, CEO of Cloud Capsule and a three-time Microsoft MVP, to talk about the operational gap MSPs can't close with assessment tools alone, and how his team is trying to close the distance between finding problems and remediating them across dozens of client tenants at once. Nick launched Cloud Capsule's Manage tier in May to move partners beyond assessment into remediation. He argues the biggest challenge in M365 security isn't visibility — it's execution: the knowledge gap around how to architect a policy, plus the manual hours to deploy it one tenant at a time. He walks through how the platform templatizes baselines, enforces desired state configuration so controls can't be quietly tampered with, and gives technicians the context to know whether flipping a control from red to green will flood the help desk with tickets. The conversation also digs into the harder business questions: whether pushing security work down to junior techs lowers the skill floor and introduces risk, how to prioritize 250+ controls without drowning in red, and the economic reality that many MSPs already know clients are misconfigured but can't get them to pay for the fix. Nick's answer leans on newer levers — the AI-readiness conversation, Copilot data governance, and cyber insurance renewals — to reframe security as table stakes rather than a hard sell. Supported by: Guardz  

Don’t Fade and Die in AI Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ Matt Yanchyshyn, VP AWS Marketplace, Rekha Thangelapalita, Elastic GSI Leaders; Allison McFadden, Accenture AWS Leader; and James Kang of Nvidia join Ultimate Partner. In this panel discussion, leaders from Elastic, Accenture, Nvidia, and AWS dissect the urgent shifts in the ecosystem, emphasizing that partners must adapt to AI and agentic co-selling or risk fading away completely. The conversation explores the necessity of deep co-engineering, the power of multi-product solutions in the AWS marketplace, and how automated agents are now replacing traditional human sales pipeline progression. By embracing data readiness and strategic collaboration, organizations can survive the “token maxing” era, effectively scale their enterprise opportunities, and align with NVIDIA’s five-layer strategy to dominate the new cloud landscape. https://youtu.be/zUkL4Wqsa68 Key Takeaways AI agents will automate the majority of AWS partner co-selling attachments and opportunity progressions this year. Partners who fail to embrace agentic workflows and automated governance face the existential risk of fading into obsolescence. Successful multi-product offerings require a “blood to all organs” approach that benefits the client, the ISV, the GSI, and the hyperscaler simultaneously. Nvidia’s “five-layer cake” model emphasizes that successful outcomes at the application layer automatically drive growth for all underlying infrastructure. The “token maxing” phenomenon is forcing enterprises to seek cost-effective, open-model alternatives to scale their generative AI securely. Integrating GSIs and ISVs on the AWS marketplace significantly increases enterprise deal sizes and long-term customer renewal rates. 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 strategic collaboration agreement, data readiness engine, agentic co-sell, semantic layer, token maxing, five layer cake, accelerated computing platform, open models, cloud consumption, multi-product solutions, partner central agents, propensity data, automated opportunity progression, generative AI governance Transcript Matt Y and Panel Audio Podcast [00:00:00] Vince Menzione: You have a choice. You can embrace them and figure it out and get governance and, and make your data available. Um, use the partner, central agent, move to Agen Co-sell, or you can fade and die. [00:00:11] 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. [00:00:22] 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. [00:00:44] Vince Menzione: It is the strategy because [00:00:46] Vince Menzione: being in the room changes everything. Let’s start. [00:00:51] Vince Menzione: We’ve got some amazing leaders joining us. So I think probably for a little bit of context, maybe just start with Rika. You can introduce yourself, your role and, uh, what, what you’ve been doing at Elastic. Yeah. [00:01:03] Rekha Thangellapalli: Yeah, sounds great. [00:01:04] Rekha Thangellapalli: Hi everyone. I’m Reka and I lead GSI Alliances at Elastic. Um, for the past 14 years, I’ve had the pleasure of building different kinds of partner ecosystems across companies such as SAP. MuleSoft, Salesforce, Coupa, and now Elastic. Um, I wanna thank Ultimate partner and Vince for having us here today. Thank you and the panel of these incredible speakers for joining me on stage. [00:01:31] Rekha Thangellapalli: Um, very excited for the conversation today. [00:01:33] Vince Menzione: We love Elastic, and you’ve had some of your other leaders on stage at other events. As such, the quality of your leadership team is amazing. Thank you. [00:01:42] Rekha Thangellapalli: I wholeheartedly agree. [00:01:45] Allison McFadden: Excellent. Um, hello everyone. Allison McFadden. I lead our North America AWS practice at Accenture. [00:01:52] Allison McFadden: Uh, I’ve been there for five years, and truth be told, it was my first partnership role, my first formal partnership role. Uh, so I can take some tips from all of you in the room here today. Prior to that, I was 21 years with IBM, and I got into partnerships because my last role at IBM was actually trying to build. [00:02:14] Allison McFadden: Linux business on the mainframe, and I had to have partners. I had to have partners to help me with workloads to run there. So I kind of learned, uh, trial by fire. But I’m excited for the conversation today. Excited to be in this room and excited to talk about what we’re doing with, uh, elastic. Thank you. [00:02:34] James Kang: Uh, my name is James Kang. Nice to see and meet everyone here. Vince, thank you for the opportunity. Thank you [00:02:38] Vince Menzione: for being here. [00:02:39] James Kang: Um, I’m with Nvidia, so I help manage the AWS partnership at Nvidia all up. Um, I guess fun fact, I’m former AWS and so I see a lot of very familiar faces here in the front row. Uh, former colleagues and then current friends. [00:02:56] James Kang: And so, uh, looking forward to the conversation. [00:02:59] Vince Menzione: Great. Well, we’ll start with an easy tia. Matt. This is not directed to you, directed to the others. So what does a successful AWS partnership look like from your C? So we’ll start with Eureka. [00:03:09] Rekha Thangellapalli: Sure. So from an ISV perspective, I think we really are looking at three things. [00:03:15] Rekha Thangellapalli: Uh, mutual investment building together. And scaling together. So when we talk about mutual investment, elastic recently signed a five-year SCA or strategic collaboration agreement with AWS. And while that is a significant milestone in our partnership, for us, what matters more is what it represents, and that is really a long-term commitment from both companies. [00:03:39] Rekha Thangellapalli: Towards product engineering, um, and joint go to market initiatives to deliver value to customers over time. And that’s what we see is that the best partnerships really compound and they build upon each other every year. Um, they don’t necessarily kind of reset every year. Um, next we talk about building together. [00:03:59] Rekha Thangellapalli: So, um. When we talk about joint solutions, we want to deliver solutions that are better together and the customers have to see us that way. And so whether it’s search, observability, or security, we’re looking at taking to market solutions that we can’t or necessarily don’t wanna take on our own. And finally we talk about scaling together. [00:04:22] Rekha Thangellapalli: And this is where marketplace, for instance, plays a big role, um, when customers can draw down on their cloud commitments, transact online and go from, you know, pilot to enterprise scale adoption in hours, not days. Um, this is when really everyone wins. Um, and this is also where partners like Accenture play a critical role. [00:04:47] Rekha Thangellapalli: Um, you know, the incredible amount of expertise that they bring, uh, the managed services capabilities and, um, their data assets actually play a huge role in having our customers realize that value faster. And, um, like Vince mentioned, at the end of the day, best partnerships are all all about creating kind of that. [00:05:07] Rekha Thangellapalli: Self-sustaining flywheel. And so it starts with investing together, building something unique, and having the customers realize that success faster because that success is really the only thing that’s gonna keep that flywheel going for everyone involved. I [00:05:26] Vince Menzione: absolutely. [00:05:26] Allison McFadden: Okay, amazing. I’m gonna riff off a few things Ika said, but from a GSI perspective. [00:05:32] Allison McFadden: A relationship with a WSA successful relationship with AWS looks slightly different. Um, so I think the first thing that we think of in the GSI Community common thread is that the client outcome and delivering value for clients is what we, what we’re striving for. Um, and so the partnership with AWS in that case, um, um, it has to, it has to. [00:06:01] Allison McFadden: Look like one team in front of our clients. So we have to show up indistinguishable, and that’s with AWS and with an ISV partner, it has to look like one solution in front of the client, especially moments that matter. So board meetings, um, you know, the time we’re gonna sign a deal, like we have to look like one team, uh, and keep our our client outcome, um, first and foremost in mind. [00:06:24] Allison McFadden: The second thing, and this is I think where the magic of all the people in this room comes into play. We can have as many discussions at a CEO level as we want. And if our client teams on the ground are not working together, it falls apart. Falls apart directly in front of the client. Yes. And that is a really hard thing to do. [00:06:45] Allison McFadden: So I’m passionate about the alliance work because that that work is what makes it happen at the corporate level. [00:06:53] James Kang: Cool. Um. I’ll start here. So in Nvidia is a accelerated computing platform company. Um, if you asked. Anyone on the, on the street about a year ago, what is ai? A lot of times they would say AI is, is open ai, or it’s philanthropic. [00:07:12] James Kang: Um, Jensen and I’ll, I’ll reference Jensen a lot today, um, because he is our leader, um, but he also sets the strategy in the direction for Nvidia. He talks a lot about AI in the metaphor of a five layer cake. And in terms of the five layer cake, you start off with the foundational bottom layer being power and energy, which sustains. [00:07:32] James Kang: All of our data centers, you move up the stack in terms of chips. So things think of Foxconn, think of TSMC. Next you have the infrastructure layer. So obvious choice is AWS, and then you get to the models where you do have the philanthropics and the open ais. But finally in at the precipice, you have the application layer. [00:07:53] James Kang: Ultimately, the reason why I mentioned all different stacks of the layers, the five layer cake, is the fact that the application layer is the most important. And so when you think about. Partners like Elastic or ServiceNow Trend, ai, CrowdStrike. Every time you pull from the application layer and you see a success, it pulls all five different components of that layer up. [00:08:13] James Kang: And so ultimately, as I think about success, it’s it’s being able to develop these co-sell wins at the application layer and really demonstrating that through extreme co-engineering and co-design with all the different application. Infrastructure, power and energy layers in mind. Um, Jensen also likes to think of himself not only as the CEO and founder, but also as the, the chief Marketing Officer. [00:08:35] James Kang: We are a very event driven company, and so at our big events like GTC or at big industry events like CES or Computex, he likes to show up on the biggest stage, biggest stages and showcase the partnerships with not only ISVs and GSIs, but also with end customers. And so that’s what I think about when I think of SA success. [00:08:56] Vince Menzione: That’s a really good point. You talked about, Allison, you talked about having an alliance strategy, or at least you teed it up, so I thought maybe we would go there for a second. Right? Like, what does a great alliance strategy look like and why is it important to the success of the partnership? [00:09:11] Allison McFadden: Man, I, uh, I have so many opinions on this. [00:09:13] Allison McFadden: We could probably be up here all day. That’s [00:09:15] Vince Menzione: okay. [00:09:16] Allison McFadden: Um, no, I think. Uh, there, there are a couple things, and the first one that comes to mind is focus. We cannot be all things to all people. Um, so when it comes to think about some of the, the work we’re doing with Elastic, we have a very, very clear point of view on what client problem we’re solving, what clients we want to talk to. [00:09:38] Allison McFadden: It helps if, um, from an ISV perspective, if there’s a very clear fit in. The Accenture portfolio or whatever, you know, SI consulting partner. You’re working with a very clear fit in the portfolio and we know what we’re not gonna go after, what we’re not gonna spend our time on because we have, we have this tendency, there’s millions of people. [00:10:00] Allison McFadden: The ecosystem chart that, you know, Vince, you showed up there, there’s so many connections. There’s probably more connections there than there are atoms in the universe, right? So, um. Defining what we do together and what we don’t do together is the first thing that pops to my mind. [00:10:19] Vince Menzione: Reka, do you have a perspective on it since we’re gonna, we’re gonna talk next about what you’ve done together, but, and I also wanna get mass perspective as a hyperscaler partner here as well. [00:10:29] Rekha Thangellapalli: Yeah, I mean from my perspective, I, I’m gonna, you know, kinda echo what Allison said is to be just maniacally focused. Yep. Um, because, especially from my perspective, so Elastic has three different solutions, right? We’ve got search, we’ve got observability, we’ve got security that map to completely different business units within Accenture. [00:10:47] Rekha Thangellapalli: And of course Accenture does a lot of things. And so, you know, when we first came together it was like. Okay, what are we gonna focus on? What industries are we gonna go after? Which segments are we gonna go after? Which customers, you know, um, outcomes are we trying to solve? And I think that sort of maniacal focus is the number one contributing factor to, to the fact that I’m like, up here on stage today. [00:11:12] Rekha Thangellapalli: Great. [00:11:14] Vince Menzione: Matt? Perspective? [00:11:16] Matt Yanchyshyn: Yeah, I, I, I guess I was trying to. To add something, uh, additional from an AWS perspective, uh, when it comes to, you know, what does a great alliance look like? Uh, AWS is obsessed with data, you know, in data we trust. And, and so the best, um, and, and this goes sales business problem, and it’s not just the engineering teams. [00:11:34] Matt Yanchyshyn: And so, uh, you know, Accenture does a good job of this elastic, definitely. And if you can come to the table with, um, quantifiable proof of the value of customer outcomes and partnerships. Um, you’ll win all the time and it’ll be a durable relationship with AWS ’cause we really are this data obsessed company and, and even the most senior sales leaders. [00:11:54] Matt Yanchyshyn: Uh, and so what I mean by that specifically is like if you, if you can show like your a RR to land an a RR conversion ratio, like in in numerical format, it’ll light up our sales leaders and, and they’ll be all, and they will co-sell with you all day long. If you can show the, I mentioned this earlier, like the AWS service, uh, whether you’re consulting company or, um, elastic and, and how the shape of customer accounts change positively when we work together. [00:12:15] Matt Yanchyshyn: That type of sort of quantifiable data works particularly well from an alliance perspective. With AWS as a partner, we, we really are like this data in sort of results out company. Um, so I, yeah, that’s just adding to the great points that were already made. I would say specific to AWS that that’s key. [00:12:30] Matt Yanchyshyn: Yeah. And I’m gonna bring up one more thing. I want to dive in on the, the joint value proposition, but you mentioned something that made a lot of sense and resonated to me about the organizations once you get out of partner, the partner world that we all know and love. Mm-hmm. Once you get down into a field organization or account management organization. [00:12:49] Matt Yanchyshyn: Not as much understanding and really organizations do a bad job here, honestly, in terms of enabling the field organizations. Do you agree? [00:12:58] Allison McFadden: I agree because I, I agree. And, um, you know, I think that’s one of the things, and, and I, I, when I joined Accenture, what we had was a lot of wicked smart architects delivering programs to clients in the field. [00:13:15] Allison McFadden: Very smart, very deep in AWS knowledge. Um, and that was awesome for the 10 clients they were staffed on and to get that understanding of how AWS works and I dream about lar, right? Like, this is a good, you know, but that takes real effort and real work. Yeah. And it’s, it’s um, almost like being a language translator. [00:13:37] Allison McFadden: Yes. For me. Yeah. So, you know, I had to deeply learn AWS so that I could. [00:13:42] Rekha Thangellapalli: Sure. [00:13:42] Allison McFadden: Teach my account teams. My account teams are really smart. They know who they’re selling to. They know their customers. They know what their customers need. They do not know what AWS has to offer always because they’ve got 20 partners lining up to try to tell their stories. [00:13:57] Allison McFadden: Um, they don’t know how to ask of the AWS team or the elastic team or the Nvidia team. Yeah. What they need [00:14:02] Vince Menzione: this co-selling piece. Yeah. [00:14:04] Allison McFadden: And so that is where, um. We had to build that muscle even around our AWS practice, which was a huge practice at Accenture, but we didn’t necessarily surround it with that kind of enablement and um, almost deal coaching layer. [00:14:21] Vince Menzione: So Elastic and Accenture came together. I dunno which one of you wants to lead this part of the conversation, but you will, right? Yeah. So tell us about the genesis of this and why. And a lot of people dunno what Elastic does, but you do some really incredible work. Like I, somebody told me one day was like, oh, you know, Uber, like, that’s elastic, powering all that. [00:14:41] Vince Menzione: Like, we don’t think about that. That the engines that you have and the, the backend to the customers, huge customers. [00:14:48] Rekha Thangellapalli: Yeah, absolutely. Um, so when AWS launched this feature last, um, reinvent where basically it allowed, you know, channel partners such as Accenture to be able to bundle up their services, their data assets with an ISV solution and put it on marketplace, um, you know, Accenture and Elastic immediately saw an opportunity. [00:15:09] Rekha Thangellapalli: Um, at the time most customers were doing gen ai. But they were running into the same challenge, which was that their data just was not ready. And by the way, this is a problem we were solving. Outside of marketplace. I think the, the feature that you guys launched just gave us a way to package it up and to be able to create this repeatable solution, which we call data readiness engine for gen ai and put it on marketplace. [00:15:40] Rekha Thangellapalli: And, um, this to me was a success because. Each company had a clear reason to invest. Um, so for Accenture, they were able to, you know, create a very differentiated services led offering. Uh, for Elastic, we were able to expand on our AI story. And for AWS, um, you know, it drives marketplace adoption, increases cloud consumption, all of that great stuff. [00:16:07] Rekha Thangellapalli: And customers, of course get. A solution to a very real problem that, that they were having. Um, and you know, the surprising part for me going through that journey was that, um. The pitching, the idea, getting the budget, getting the executive sponsorship was actually the easy part. The hard part was getting all three companies to come together, uh, to go from idea to launch in a very ambitious timeline of six weeks. [00:16:37] Rekha Thangellapalli: Nice. And so, you know, this was very much like. Doesn’t matter your title. We’re rolling up our sleeves and we are on this outcome together. Um, and so we literally built a RACI matrix, a project plan, and you know, we had daily standup calls for six weeks where literally. At least one person from each three of these companies called in, you know, got rid of any blockers and we made sure we were on target for that timeline. [00:17:07] Rekha Thangellapalli: Um, and you know, at the end we had a successful launch. But I think my favorite part about the story is the impact that we’re having and, um. My favorite story comes from a global pharmaceutical company that, you know, had basically nine petabytes of data spread across six different continents. Wow. And by working with Accenture and Elastic, they were able to build that trusted foundation that their AI and their agents can, you know, kind of safely tap into and be accessible at scale. [00:17:41] Rekha Thangellapalli: Um, so that’s my version. Allison. [00:17:44] Allison McFadden: Yeah. Well, I don’t have a lot to add. I just, I would say this is a good example of a couple of principles, right? One is having a forcing function is never a bad idea. Sign up for a big event, sign up. I’m like, I’m here with my, you know, Nvidia guys saying, sign up for the event. [00:17:58] Allison McFadden: It’ll make you move quick, right? [00:18:00] Audience Member: Yes. [00:18:00] Allison McFadden: Um, so that is one, but two, one of my mentors once told me, when you’re designing any kind of, you know, offering go to market motion, it has to get blood to all organs. If it does not get blood to all organs, it does not go [00:18:14] Vince Menzione: nice. [00:18:14] Allison McFadden: Um, [00:18:14] Vince Menzione: I love that analogy. [00:18:15] Allison McFadden: Oh, I love it. And I can talk all day. [00:18:17] Allison McFadden: That guy was brilliant. I love him. But, um, no, and, and so Elastic did a really nice job of bringing the tech to the table. Um, our team has to trust in that technology and its ability to scale, right? Um, because at Accenture we have to be able to deploy across 700,000 consultants. Um. And yeah, so I think those are the two, two things that really worked well here is we had, uh, trust in the technology solved a customer need. [00:18:50] Allison McFadden: Um, it drives, we don’t even talk about, like, yes, it drives marketplace revenue, but it unlocks work that we do that drives even more revenue to our AWS Friends. Right. So this is a, this is a, um, product that’s getting your data ready for AG agentic. It’s a messy problem that everyone’s dealing with, and it removes blockers for clients and it unlocks more, you know, ag agentic work on top of that. [00:19:15] Allison McFadden: So, blood to all organs. [00:19:17] Vince Menzione: So, was that the proposal going forward to say we need to have, we need to have trust in the solution. We need to drive significant revenue. It needs to be something all of our, you know, seven, 700,000 people. Can be a part of and help drive? Is that how you think about? [00:19:32] Allison McFadden: Yeah, and for us right now, um, it’s an interesting time for Accenture. [00:19:36] Allison McFadden: Our clients are asking a lot of us, and what it does is it having some of these accelerators helps us deliver cheaper, better, faster to our clients, which is what they’re demanding of us right now. Um, so it’s an accelerator to client outcomes. [00:19:55] Vince Menzione: James, what is NVIDIA’s role and how do, how do you enter the equation here? [00:20:00] James Kang: Yeah, it’s, um, it’s a good question. Um, I, I would say that Nvidia is probably one of the most misunderstood organizations in the world. Um, despite the, uh, the market capitalization in the valuation of the company, we have a very tiny organization. Um, what I mean by that is, um, if you think about. [00:20:20] James Kang: Salesforces and field sales organizations. Um, we’ll take Salesforce as the account or the customer. As an example, we have one account manager at NVIDIA that no, not only covers and is responsible for the relationship with Salesforce, um, but also manages. Automation Anywhere as well as DocuSign. Whereas at AWS, in contrast, like there are full armies and teams Yeah. [00:20:45] James Kang: That are supporting the Salesforce relationship. And so as you think about partnering and working with Nvidia, the focus has to be on really. Extreme co-design, but also being very prescriptive in terms of what are the very specific customer outcomes that we are solving for. And the guidance that I would give is bring in Nvidia into that equation and that conversation as early as possible because that [00:21:10] James Kang: co-engineering and co-design needs to be part of the foundational building blocks in order for you to come out with a end solution that checks all those different requirements. [00:21:20] James Kang: And so I think. Again, like going back to Nvidia, um, we like to talk about two different types of brains. A brain one and a brain two. Uh, brain One you think about the next quarter and making sure that you’re hitting the revenue targets for the next quarter. Brain two, you think about a long-term goals and potentials looking around corners and being very strategic. [00:21:41] James Kang: The saying internally is without Brain one, there is no oxygen, but without brain two, there is no future. And everyone at NVIDIA is trained to think in that brain two mentality. [00:21:52] Vince Menzione: Wow, Matt. [00:21:54] Matt Yanchyshyn: Yeah, I, I was just thinking I love the blood doll organs. Uh, and so just on, on that note, um, and, and, you know, the multi-product solutions that, that you, you built together, uh, that is a really good example of blood do organs because like we all know, that’s how customers buy. [00:22:07] Matt Yanchyshyn: They, they buy solutions and increasingly they’re looking for combinations of ISV, sometimes multiple products from multiple ISVs with services. Uh, often they’re buying it through a resell motion. You know, and they, and, and so that from a customer perspective, they want a single place to go. And so that’s the multi-product solution. [00:22:24] Matt Yanchyshyn: They wanna find everything they need, they need Accenture, they need Elastic to solve a specific solution. And I think where that’s headed is even more specific listings, like with AI powered listing experience, like, you know, elastic Plus Accenture for, I’ll make something up like a manufacturing workload. [00:22:37] Matt Yanchyshyn: And so this solution based. Uh, sort of buying is, is very customer centric. It’s what customers want. We all know that. But that’s, that’s the customer sort of organ, I guess. Um, but then, you know, you all have SCAs and those SCAs have marketplace commits. It helps if that gets transacted through marketplace helps the AWS relationship, you know that that’s an organ. [00:22:55] Matt Yanchyshyn: It’s the relationship. It’s, it’s the commercial construct and that you have, uh, that that’s another organ. You’re marketing people. They, that’s another organ. They don’t wanna land, uh, leads on a static marketing page. They wanna land a lead on a, a storefront with a multi-product solution that can actually convert and that you can actually buy it through that. [00:23:12] Matt Yanchyshyn: So the marketing person’s happy because they, they have less churn. Uh, and then, you know, our reps are happy ’cause guess how they get paid? They retire quota when they sell Marketplace. And they, we also, Jay McMain will tell you, that’s another organ called Jay or on, on you now. Um, [00:23:27] Matt Yanchyshyn: he’ll like that. I’ll call him up and tell him that. [00:23:29] Matt Yanchyshyn: Yeah, [00:23:30] Matt Yanchyshyn: but he, he’ll tell you, you know, don’t believe me. Obviously, never believe Matt, believe, believe the, the data and, and his data shows that. Those deals will close faster and larger if you use marketplace. So that’s, that’s a lot of organs. That’s the whole body. Um, but you know, when you have your customer happy ’cause that’s how they wanna buy your field happy. [00:23:45] Matt Yanchyshyn: Um, and, you know, the relationship happy and you know, your marketing team happy. Uh, and, and Jay happy. Um, and, and you know, I think that multi-product construct and, and the way you kind of use it to model a partnership and the way buyers ultimately wanna buy is, is really powerful. And so I, I think it’s, you know, it’s really a manifestation of how. [00:24:04] Matt Yanchyshyn: We kind of intend and to go to market anyway. Uh, so I think, you know, and thanks for leading the way, by the way. You’re, you’re amongst the very first, so that’s great to see. [00:24:11] Matt Yanchyshyn: So these storefronts are really helping this drive, drive this. Well, [00:24:13] Matt Yanchyshyn: that’s the next evolution. Like we’re talking about the multiproduct solution. [00:24:16] Allison McFadden: I’m JJ Accenture storefront. [00:24:17] Vince Menzione: Yeah. Oh, there you go. I mean, j and j Accenture storefront. [00:24:20] Allison McFadden: We’re gonna talk about that. [00:24:20] Matt Yanchyshyn: Yeah. I mean, [00:24:21] Matt Yanchyshyn: Accenture also leading the way yet again with storefronts. And so I think the combination of. You know, again, I was talking a lot about conversion. Yeah. And you know, buyers know sometimes they know what they wanna buy and, but if you really wanna convert that lead, you wanna land them again, something that combines, you know, elastic Accenture’s services plus software, but in a storefront that is, you know, surrounding with just the solutions they want so they don’t need to kind of go searching. [00:24:42] Matt Yanchyshyn: So, you know, ultimately reducing that time to close, I guess, really ’cause meeting the customer where they are with what they need. [00:24:51] Matt Yanchyshyn: So we talk about co-selling a little bit. We, Jay and I talk about this all the time. We gotta keep looping Jay in here, even though he is not even in town this week, but Reko, um, what does co-sell look like inside Elastic? [00:25:02] Matt Yanchyshyn: You’ve got, we talked about an incredible leadership team. I’ve gotten meet some of your leaders. Seems like you drive, you do a good job internally driving that. Let’s talk a little bit about it. [00:25:11] Rekha Thangellapalli: Yeah, and this is something I’m, I’m personally very passionate about. Um, co-sell is. Very much a journey, not a destination. [00:25:20] Rekha Thangellapalli: And I think step one for us is recognizing the different partner types that we have. Because at Elastic we work with, you know, OEMs, MSPs, resale distributors, GSIs, um, and they all bring something very unique. To the customer lifecycle and they all contribute very differently within, you know, our own sales cycle and sales process. [00:25:45] Rekha Thangellapalli: And so, you know, figuring out what is the unique benefit they bring, how do we enable them? So training and enablement is a huge piece of it, and so is making sure we’ve got the right metrics to measure success. Um, I know a lot of companies look at partner sourced as the north star, and that’s great, right? [00:26:06] Rekha Thangellapalli: Because that is undeniable. You can say, Hey, that would not exist if it wasn’t for my partner team. Um, but we’ve also noticed that when we bring in GSIs, it actually increases renewal rates. It significantly increases. Um, a RR over time. Um, it expands deal sizes and so these are very real metrics that we can point to, um, beyond just the co-sell and the partner sourced number. [00:26:32] Rekha Thangellapalli: Um, so for us it’s looking at it from a very holistic perspective, but also catering it towards that unique partner and making sure we’re doing everything we can to set them up for success and setting up the partnership for success. [00:26:47] Vince Menzione: So clo close win ratios, deal size and renewal rates? [00:26:52] Rekha Thangellapalli: Yes. For specifically for geos size. [00:26:54] Rekha Thangellapalli: Yeah. [00:26:55] Vince Menzione: Very interesting. Allison, uh, what had to change internally to produce these co-selling? We talked a little bit about the field organization and enabling a, a group of, and, you know, account sellers that are very customer focused and enabling them on the co-sell side. What had to change internally to drive that? [00:27:13] Vince Menzione: Yeah. [00:27:14] Allison McFadden: I, I might have already alluded to this a little bit in a previous answer, but, um, creating the capacity to develop, build, and sell these solutions, um, inside of a large GSI, where billable hours is kind of the number one metric on the table. Um. Is part of the investment that we had to make within Accenture to get this done? [00:27:36] Audience Member: Yeah, [00:27:36] Allison McFadden: so expert technology time. So we have technologists that understand the elastic technology. We do similar with Nvidia, by the way, we. We released some of their time to go co-develop the solution because it has to hold technical water, right? It can’t just be a marketing pitch. It can’t just be, it has to be a real, um, what’s the there, there. [00:27:59] Allison McFadden: So in order to actually do proper co-sell, we had to release some of that time. Um, to invest in those partnerships. Um, we’ve also done similar with some industry aligned business development leaders recently, so we have freed their time up to go. Uh. Open new conversations, educate client, account teams, go to clients, have conversations. [00:28:26] Allison McFadden: Um, so that, that’s a new motion that we, uh, have just kind of recently made, um, to allow them, I love this brain one, brain two also, right? So to allow them to focus on brain two, because a lot of our time. Typically spent delivery issues, you know, getting my hours, where am I charging my time? And so just freeing up a little of that capacity to do this work, um, helps get us in this brain two mode where we’re not just living to survive. [00:28:56] Vince Menzione: I. So, Matt, you’ve removed a lot. I mean, one of the things I admire, I admire AWS for being first to market and removing the most friction in marketplace of any of the vendors. Really, truly that. You talked about some of the announcements. How does some of, how does some of this tie PC central agents propensity sales plays, MCP, how does some of this tie to how, how you’re thinking about the future? [00:29:18] Vince Menzione: And how to enable more motions like this. [00:29:20] Matt Yanchyshyn: Yeah. Well, I, I think if you know my boss, UBA Borno, uh, you’ll know that she has a maniacal focus on automation. Yeah. Um, and, uh, co-sell is increasingly automated. You know, you were asking earlier about propensity data. You can get that propensity data in addition to sales plays and, uh, opportunity scores through the partner central agents. [00:29:38] Matt Yanchyshyn: So things that used to require multiple calls to A PDM, if you’re lucky to have one. Yeah. Or a p sm. Uh, you, you can now get through, through these agents, you know, uh, tech Systems, TGS, they, they manage what, over 5,500 customer opportunities with agents that they built on top of our partner Central APIs. [00:29:55] Matt Yanchyshyn: Um, and work Span has built a whole product and business that’s right on leveraging, uh, our APIs, our capabilities to sort of tie into your CRM. So, majority of all opportunities will be progressed and managed by agents. This year at AWS, we already have a majority of all customer opportunities, all app have a partner attached and I, I took a personal goal for a majority of those partner attachments, not to happen from a human. [00:30:22] Matt Yanchyshyn: But from our solution matching engine. And how do you get recommended by that solution? Matching engine, having a healthy ACE pipeline, thanks to partner central agents and the integrations you’re doing. And in addition to being the specializations and doing things like multi-product solutions and ultimately closing opportunities, you dream of LAR and so LAR will help that. [00:30:40] Allison McFadden: It’s more like a nightmare. [00:30:41] Vince Menzione: And so, you know, [00:30:42] Allison McFadden: it’s more like a nightmare, but [00:30:44] Vince Menzione: nightmare. Well, it’s, it’s, yeah. Nightmare of Laura and, and. Nice dreams of PRM, but the, um, but that’s the loop, right? I, I think, uh, increasingly co-sell for us, and in my mind, is largely a hundred percent automated. Yeah. Except for what matters most, those most largest, most strategic, most complex deals. [00:31:01] Vince Menzione: Where our highly paid and very skilled salespeople are most effectively used. [00:31:05] Vince Menzione: Yeah. [00:31:05] Vince Menzione: You know, the days of, you know, this person with 20 years experience selling, clicking, progressing opportunities through a pipeline, uh, should be over. Uh, and, and we need those people out, out selling and, and co-selling. And so that for me. [00:31:19] Vince Menzione: Yeah. That, you know, we talk a lot about co-sell, but I, I’m obsessed with automating as much of the co-sell as possible. [00:31:24] Vince Menzione: I remember going back to the ex Excel spreadsheets and, and that, that seems to be be Viva became spreadsheet jockeys. [00:31:31] Vince Menzione: Yeah. [00:31:32] Vince Menzione: And, and they stopped selling. They forgot how to sell. [00:31:34] Vince Menzione: Yeah. And people spend all this time doing lunch and learns and things like that. [00:31:36] Vince Menzione: And then, you know. Then the salespeople rotate out after 18 months and, and it, that’s, that’s the old days. Uh, you know, the new days are, are AI powered matching algorithms, uh, ag agentic co-sell, using the partner essential agents to get your data and, and putting that data to use automatically and, and what sounded like magic. [00:31:51] Vince Menzione: 12 months ago is being done, you know, by partners at massive scale across thousands of opportunities. You can do it today. And you know, I, there’s a guy named another Mike, right? Mike another Mike who they have, there’s like a guy who’s doing all this and I’m picking on Mike ’cause I, I know their system really well and I know the guy Mike grew easily built it for them. [00:32:08] Vince Menzione: Um, but, you know, I think, yeah, again, in the days of having 10 people sort of doing lunch and learn could be replaced by one or two people, building agents, uh, managing a massive pipeline. And, and that’s the future. [00:32:18] Vince Menzione: Exactly. James, your perspective on what breaks with co-selling? [00:32:22] James Kang: Oh, what breaks co-sell? Um, I would say. [00:32:25] James Kang: It, it starts and finishes with just misalignment and a loss of trust with the customer, especially when you have multiple partners or stakeholders involved. If you’re trying to do a three-way deal with a end customer and you’re not on the same page, you’re not gonna get to a successful outcome on, on the backend. [00:32:44] James Kang: Uh, the fix is a much more complicated story. I would say that to take a step back, um. We’ve talked about the five layer cake. We’ve talked about where NVIDIA kind of fits within the equation. We are invested in the ecosystem and so as different players and application organizations win and see these outcomes for end customers, we celebrate that success. [00:33:07] James Kang: Um, and as part of that kind of ethos of where NVIDIA fits within the ecosystem, we wanna make sure that not only. Our customers, but our partners like ISVs and GSIs are set up for success. Um, we do not as Nvidia sell hardware or GPUs directly to customers We use. Hyperscalers like AWS as kind of our force multiplier. [00:33:31] James Kang: And similarly we think of ISVs and GSIs as the force multipliers in terms of our extensions of how we, we kind of leverage the relationships and build the trust with our end customers. And so going back to kind of the question, Vince, I would say that it all comes back to trust and being able to build that mutual trust. [00:33:48] James Kang: Um, a lot of what we do when we co-sell with AWS is really on the software layer. Um, we actually have more software engineers at NVIDIA than we have hardware engineers, which is a weird thing to say, um, because everyone knows us for our GPUs. But because of that fact, we are heavily invested in Cuda and making sure that Cuda becomes the foundational layer for how not only our ISVs and GSIs, but also our end customers are building. [00:34:12] Vince Menzione: Very cool. So Reiki, you and James together on this production. Versus pilot with the Gentech ai. Tell us a little bit more about that. Where, where are you in the process? [00:34:24] Rekha Thangellapalli: Yeah. So I mean, in general, what we’re seeing out in the market in, in relation to sort of AI and, and customer’s journeys is that, um, at least from an elastic perspective, um, we’re seeing people very much in production when it comes to, you know, kind of AI assistant co-pilot use cases. [00:34:42] Rekha Thangellapalli: So, you know, things like, um, software development, customer support is a big one. Um, any sort of employee productivity use cases where there’s. Still a human in the loop somewhere. Um, and there’s a very like, clear path to value. And so we see the customers being in production excelling there. Um, no problem. [00:35:01] Rekha Thangellapalli: Where we’re seeing people still kind of in the pilot phase is those fully autonomous workflows where there is no human involved. The agent is reasoning on its own. Um, accessing multiple systems and taking an action on the user’s behalf. And what we’re seeing is that it’s not the intelligence of the agent that’s holding it back. [00:35:26] Rekha Thangellapalli: It’s more about giving the right context to the agent and having the right. Security kind of governance controls in place for the company to feel comfortable in putting these fully autonomous workflows into production. And that’s really the conversation we’re having is all right, what are the controls you need in place? [00:35:47] Rekha Thangellapalli: For you to release this to your business unit. Um, and what is the context that the agent is needed before we can comfortably let the agent make the decision on the user’s behalf? Um, James, I’d be interested to hear what you’re, what you’re seeing in the market [00:36:03] James Kang: plus one on all things context. I, I would even go so far as to say, um. [00:36:09] James Kang: H how many folks in the audience have heard of token maxing? Like this new term? [00:36:13] Rekha Thangellapalli: Yeah. Yeah. [00:36:14] James Kang: Um, I’ll, I’ll give a very specific example of, of Uber that went public. With the example of Claude, like they allowed all of their employees to use as many tokens as possible, and within the span of four months, they exhausted their full budget for the year, and so they had to pull back, and now there’s a cap on every employee. [00:36:33] James Kang: I think the number that’s circulating is $1,500 per month per employee, and so I think that is at least. In this multi-phase evolution of where we’re going to be and where we’re today, cost has become kind of the prohibitive force in terms of agentic AI at scale. Um, I think we are working on some very creative solutions in-house and Nvidia. [00:36:55] James Kang: Um. And we saw some really dynamic announcements this week when it comes to all things agent core, um, where we want to focus on very nimble ways for customers to be able to execute and go to market. And one extreme example of that is our investment within our open model strategy. So Nvidia, not only, again, providing GPUs, we actually offer our own op open models, which we call our Nitron models. [00:37:21] James Kang: And through our Nitron models, we are allowing customers to really develop and fine tune their own proprietary models in a cost effective manner. So right alongside the frontier models like OpenAI and Anthropic. It’s not a if then, it’s not an either or statement. It’s a, it’s a permutation, it’s an and So we’re giving you a cost effective alternative to not only bring your AgTech applications at scale by training on Nibo tron, which is open source, but then once you’ve kind of finished and fine tuned that specific training job to be able to. [00:37:53] James Kang: Go ahead and utilize your frontier models, whether it be OpenAI or Claude. And I know there’s other partners here that are providing those kind of different model capabilities. And so I think for us it’s, it’s a matter of choice. We know that this market is dynamic. It’s gonna be evolving over the next coming months as well as the next coming years. [00:38:10] James Kang: Uh, but we believe that we are positioned for a really unique dynamic expansion of AgTech use cases over the, at least the next three to six months. [00:38:20] Vince Menzione: Allison, for the partners in the room who are glazed over right now going, what do I, what do I do over the next 12 months? [00:38:26] Allison McFadden: Should I wake everybody up by saying, yeah, please. [00:38:27] Allison McFadden: Say go hurricanes. [00:38:28] Vince Menzione: Yes. [00:38:29] Allison McFadden: Is there anyone, anybody? Everyone’s like, boo. I get to leave the parade today to go home to parade. I live in Raleigh, so we’ve got our parade on Saturday. Nice. [00:38:39] Vince Menzione: Nice. [00:38:40] Allison McFadden: All right. Wake up. Um, all right. So for the $50 million partners in the room, um. $50 million is not small. You have something that works. [00:38:50] Allison McFadden: Right. This is great. What I would be thinking about is, you know, we’ve talked about focus before, but really doubling down on, you know, what is, what is your industry, what is your client like, ideal client that you serve. And build, um, almost that kind of community. You know, the, the clients we have move from firm to firm to firm. [00:39:17] Allison McFadden: And if you’ve done good work at one, you’re gonna follow ’em to the next. Um, so build that client demand in a specific place or specific client profile that is just like really knocking it out out of the park for you. Um. Scale with marketplace, right? So if you, I, I love some of the data that you were sharing in your talk earlier, um, because it’s like no overhead scaling mechanism. [00:39:45] Allison McFadden: I mean, it’s, it’s fantastic. Um, Accenture, other GSIs like us, we are investing in marketplace. So we’re investing in resources, um, to help us. Use marketplace more with our clients and we’re gonna capture, right, those storefronts. And if you’re present on marketplace, you’re gonna be able to catch, uh, yourself in that wheel. [00:40:09] Allison McFadden: So I think those are the, the kind of couple of things I would say is focus, focus, focus to drive that client demand and use scaling mechanisms like marketplace to really kind of, uh, accelerate. [00:40:24] Vince Menzione: Matt, anything to add there on the. [00:40:26] Vince Menzione: Well just, you know, Ja, James, you, I love the token maxing reference in Uber and it reminds me, you remember when cloud came out and everyone was like, oh, all these people are, are gonna use the cloud and costs are outta control and. [00:40:39] Vince Menzione: Um, a lot of people pulled back from the cloud and, and a lot of those companies no longer exist. And it’s similar with, with, uh, token maxing, like, oh, these agents are outta control. You have a choice. You can embrace them and figure it out and get governance and, and make your data available. Um, use the partner, central agent, move to agent to co-sell, or you can fade and die. [00:40:58] Vince Menzione: And, and that’s, that’s where we’re at. Uh, is, is the, the companies sitting here today embraced the cloud years ago and won. Uh, and and there’s a set of companies here today who are gonna embrace agents in the, for both buyers and sellers, and will win. And there are those who won’t and they won’t win. And so for me, it’s like we’re, we’re at a, we’re at a crossroads. [00:41:18] Vince Menzione: And, and if you’re gonna win, you gotta leap into that, you know? I love it. And, uh, and, and, and it’s, it means the cost of experimentation is so much lower now. Development and, and even business development or software development is, is agent enabled. And so you can take risks, you can experiment and, and you have to, it’s, it’s an existential moment. [00:41:37] Vince Menzione: Agreed. We’ve got a couple minutes left over for any questions. What do you think? Sure. Are there any here. I think there are a couple. Yeah, we’ve got, we’ve got a co-sell question I’m sure coming up here. [00:41:51] Audience Member: Um, I’m Cassandra, I’m the CEO of Partner Tap. And one of the questions I had was, I think, you know, the co-selling between the sellers is where things get. Really, really hard when you’re multi-partner. And so when I was listening, um, with, you know, the Accenture and Elastic together, you talked about how you had, you, you had to get these BD business development people. [00:42:22] Audience Member: Um, is this a new team that is over the client team? And how do these teams interact like with the elastic sellers? Are you doing a lot of coaching to the field and then with if AWS sellers are, are involved, like what is that whole picture? What does look like, [00:42:43] Allison McFadden: like [00:42:44] Audience Member: on the ground? I mean, that is the hardest part, I think, and that’s what we hear. [00:42:48] Allison McFadden: It’s so, it’s so, it’s so tough. Um, and I will, I’ll just say, so our business development leaders that we now have kind of. Expanded their capacity. They have always been, they have always been there. Um, but they have not been well resourced. They haven’t, they haven’t had very clear kind of job description. [00:43:12] Allison McFadden: I’m gonna say I, in the past they have been kind of focused on partner relationship. And so like more like an alliance manager and maybe working on some of the data. Right? So when I say I have nightmares about Lars, because we’re always trying to increase the LAR for Accenture and, and they were focused like in those detailed weeds of like trying to pass ACE and trying to call the PDM and all this stuff. [00:43:39] Allison McFadden: What we are doing is really pivoting them to be proper sales, business development focused on client outcomes and focused on. Technical skills to be able to describe what this solution is to the field. So, um, and because we need, I have many, many questions about, I gotta get agents to work with Eurogen co-sell so that that part somehow goes away. [00:44:05] Allison McFadden: So that’s a, that’s the thing we gotta solve still, but, um, so we’re pivoting them to be kind of driving. More of that co-sell enablement with the field, um, and taking that message to the field rather than being there, waiting for questions to come in from the field, waiting for like our field teams to discover, oh, I saw something that we’re doing with Elastic, like on a press release on LinkedIn. [00:44:30] Allison McFadden: Right. So we’re kind of trying to pivot them to be more proactive. [00:44:33] Vince Menzione: Very cool. [00:44:34] Rekha Thangellapalli: Yeah. And uh, Cassandra, that’s an excellent question because I think. Multi-party, you know, sort of tri-party offerings. The hardest part is operationalizing it at scale, right? Yeah. And so for this particular offering, we are basically having three routes to market. [00:44:51] Rekha Thangellapalli: So one is seeing how this offering fits into our existing elastic go to market. And so I am constantly enabling our field sellers to say, okay, within our three field sales place, here’s exactly where this fits in. Here are, you know, uh. Keywords that you hear in customer conversations where you bring up this offering and here’s a process of how it works. [00:45:14] Rekha Thangellapalli: Um, exactly At what sales stage do I bring in Accenture, how, you know, what are the roles and expectations? Right? So that’s on the elastic side. We’re doing the same thing on the Accenture side. So we’re doing a ton of training enablement and lunch and learns, and we’re also looking at how do we fit into. [00:45:31] Rekha Thangellapalli: Uh, Accenture’s AI transformation projects, we are the semantic layer, right, of their enterprise brain. And so it’s a whole different sales motion, um, and, you know, having the right assets, having the right process again to make sure that that goes smoothly. And then finally, we’re going directly to the customer. [00:45:49] Rekha Thangellapalli: So we are launching multiple external campaigns where, you know, if the customer raises their hand. We will, we will line up immediately. Right. Um, and so, [00:46:01] Allison McFadden: I mean, I can’t, I can’t, I can’t say how important that third leg of the stool is. ’cause the second part, she talked about getting into our catalog is the first thing. [00:46:09] Allison McFadden: ’cause my BU business development leaders have the catalog. Right. And that’s what they’re selling. So what Elastic has done has gotten into one of those offerings and then. If we have a customer that asks for it, that is the fastest way to alignment. That is like the number one thing that we respond to [00:46:26] Vince Menzione: customer at the center. [00:46:27] Vince Menzione: This is great. Well, I think we’re up to time. This was a great session. I want to thank you. This is what a great, what a great group. [00:46:34] Vince Menzione: Thanks for listening to the Ultimate Partner Podcast. If today’s conversation resonated, share it with a partner leader in your network. Subscribe where [00:46:43] Vince Menzione: you listen, and head over to the ultimate partner.com. [00:46:47] Vince Menzione: 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 [00:47:09] I.

In this episode of The IT Experts Podcast, I tackle one of the most common frustrations I hear from MSP owners every single week, the belief that MSP marketing simply does not work. I hear it constantly. Someone has tried an agency, a friend who knows social media, some pay per click, or a few Facebook ads, and each time the results fell flat. The real issue, as I explain, is not the tactic itself. It is the absence of a system that connects every activity back to booked calls and revenue.    I open by challenging you to interrogate your marketing agency with one question, how does what you are doing connect to more booked calls. I have found that many agencies do not understand the MSP model, focusing on surface level activity like website redesigns and vague positioning work rather than a measurable path to pipeline. Inside The MSP Growth Hub, this connection between activity and results sits at the heart of the New Client Runway framework I teach from day one.    I also address the MSP habit of leaning heavily on referrals. While steady referrals feel comfortable, I point out that this approach leaves owners exposed. If your biggest client leaves or a referral source dries up, you can lose a significant chunk of monthly recurring revenue overnight, with no backup plan in place. This is where account management, paired with consistent MSP marketing, becomes essential for protecting and growing your income.    A central theme of the episode is what I call the stop start marketing cycle. I describe the familiar pattern, a quiet pipeline triggers a burst of marketing activity, a referral arrives, focus shifts back to delivery, and a few months later, the cycle repeats. I call this Groundhog Day marketing and I link it directly to why so many MSPs remain stuck under a million pounds in turnover. Without consistent visibility, you never build the compounding authority needed to be recognised as the expert in your niche.    To fix this, I share five practical steps for building an effective MSP marketing system. The first is committing to a twelve-month runway rather than a three-month test, broken down into quarters and months so you know exactly what to focus on and when. The second is setting leading indicators, tracking visibility, conversations, and engagement rather than only watching for closed deals. I share a real example of a client who needed fresh leads, better numbers, and a profit first mindset, showing how leading indicators reveal what is really happening in your business.    The third step is building weekly consistency. I recommend posting on LinkedIn at least three times a week from your personal profile and a couple of times from your company page, alongside keeping your Google Business Profile updated. I remind you that people buy from people, and visibility builds the trust required before anyone books a call. I also stress that the money is in the follow up, encouraging you to stay professional, purposeful, and persistent with every new conversation rather than sending one message and giving up.    The fourth step is tracking pipeline momentum using our ONCAM framework, One New Client A Month, which helps you understand how many conversations and what conversion rate you need to hit your growth goals. The fifth step is treating MSP marketing as a genuine cost of growth, with a proper budget attached, reported on regularly alongside your other key performance indicators.    I close by reminding you that sustainable growth is built on visibility, not luck. I encourage you to step outside your comfort zone, commit to the process, and trust that consistent MSP marketing compounds over time into a stronger brand, a healthier pipeline, and a more confident position in your market.    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 core structural shift identified is budget reallocation within technology spending, as funds are redirected from legacy software, hardware refreshes, and higher-cost labor toward AI infrastructure, automation, and junior-level hiring. This resource substitution is not additive but redistributive, with spending on AI solutions and related tools coming directly from reductions in traditional IT line items. IBM's $70 billion market valuation loss and delays in large deals signal that even established vendors are affected by this reallocation, with money leaving areas they once dominated. The primary evidence is IBM's issuance of its first profit warning since the early 2000s, attributed to missed large contracts and delayed deals, which triggered a 25% drop in share value, equating to $70 billion in market cap loss. According to Dave Sobel citing Semafor, this reduction was not due to an overall decrease in technology budgets but resulted from enterprise customers reallocating funds toward hardware and AI-related infrastructure. Omnia reported a 3.6% decline in global PC shipments during the second quarter, which was also attributed to rising hardware component costs driven by AI buildouts, causing delays and cancellations in endpoint refresh cycles. Supporting developments include Ramp and Revelio Labs research showing that organizations intensively adopting AI increased headcount by 10% and entry-level hiring by 12% over two years, while CompTIA found IT unemployment fell below 3% even as tech firms cut staff. Futurism cited further labor market reshuffling, with older workers in AI-exposed roles exiting the workforce and younger, cheaper hires being amplified by automation. ConnectWise's rollout of an AI-native platform and KPMG's survey highlighting the importance of leadership accountability in AI projects reinforce that resource allocation is shifting to tools and personnel accountable for AI operation and outcomes. Operationally, this reallocation puts pricing pressure on providers focused on legacy revenue lines such as per-seat licenses, break-fix, and hardware refresh, as these budget categories are shrinking. Evidence from Service Leadership's profitability report shows providers who adopted service desk automation earlier are now earning more per wage dollar, compounding their advantage. The practical implication for MSPs and IT service providers is to identify which client budget categories are “filling” and adjust offerings toward data readiness, AI deployment, and managed accountability, rather than defending legacy categories now facing structural decline. Failure to adapt exposes firms to revenue erosion and intensifies competitive risk from providers aligned with relocated client spend.   00:00 Watch the Money Move  04:37 AI Spend Is Funded by Substitution  07:19 Your Revenue Mix Is the Bet 10:24 Why Do We Care?  Supported by:  Guardz ScalePad 

Five years ago, a 21-year-old activist stood on a TED stage next to the CEO of Shell and accused him of making ‘evil decisions' wreaking ‘devastation on communities around the world'. And then walked off. Christiana was moderating. She went into that panel believing dialogue itself could be the mechanism for change - that an honest conversation could move a company like Shell. What she didn't know is that the activist, Lauren MacDonald, had a different plan. It wasn't a quiet moment to be talking about oil and gas. A couple of weeks later, COP26 would openan hour away, in Lauren's home city of Glasgow. Five months earlier, the International Energy Agency had said something it had never said before: if the world is serious about net zero, there's no room left for a single new oil field, anywhere. Lauren was campaigning to stop Cambo, one of the biggest North Sea developments in a decade. Ben van Beurden, Shell's CEO at the time, was there to argue that oil and gas revenue was what would fund the transition away from it.Five years later, this is the first time Christiana and Lauren have spoken together publicly about that day. Cambo is paused, but it isn't dead. Its larger neighbour, Rosebank, is still waiting on a government decision - more than 80 UK MPs and MSPs signed a pledge against it this week alone. So what has actually changed - for Christiana, for Lauren, and for the fight itself?Learn More:

The episode highlights a shift from technology selection to operational risk management in the AI landscape for MSPs. Service providers are being forced to navigate the fast-changing interplay between AI models, the harness software that mediates their deployment, and the financial realities of consumption-based billing. The rapid proliferation of open-source and open-weight AI models, alongside market behaviors from closed vendors and regulatory interventions, is introducing volatility and uncertainty in both cost structures and client offerings. This dynamic creates structural challenges related to margin maintenance, vendor dependency, and responsibility for AI-driven decisions. The discussion cites the release of GLM 5.2, an open-weight model from Z AI, which now rivals expensive closed models on key benchmarks at a fraction of the cost. At the same time, large-scale investments by commercial AI vendors have yet to deliver returns on expectations, with reports indicating businesses that adopted AI are not seeing projected value. Specific attention is given to operational constraints such as compute scarcity, token consumption variability, and export policy restrictions impacting AI availability. The episode notes that these pressures are driving both vendors and MSPs to reconsider the viability of reliance on expensive, closed offerings versus investigating open alternatives. Supportive examples include the proliferation of AI “harnesses” (middleware layers like Perplexity, Claude Code, and Cowork) that sit between service providers and underlying AI models, increasing both choice and complexity. Token billing models are highlighted as a source of unpredictability for MSPs, with vendors like Atera and ConnectWise experimenting with different abstractions to shield or pass through token risk to service providers. The potential for on-premises AI deployments using smaller language models is discussed as a cost-mitigation strategy, though this raises further questions about data privacy, infrastructure burden, and long-term vendor roles. Additionally, uncertainty is flagged around sustainability of leading vendors, with projections that at least one major AI player may exit or be acquired within a year due to financial vulnerability. For MSPs and IT service leaders, these structural and supporting developments translate into increased operational and financial complexity. There is a pressing need to evaluate not just which AI technologies to adopt, but how to architect solutions that can withstand rapid vendor movement, cost swings, and evolving regulatory requirements. Practical safeguards include testing open-source AI models alongside commercial offerings, exercising caution in vendor selection, and closely monitoring evolving consumption billing models. Preparing staff and clients for adaptive, process-oriented approaches—rather than fixed solutions—is positioned as a necessary step to maintain resilience as the AI adoption cycle continues to correct course. Supported by:Pax8CometBackupGuardz

The episode addressed the heightened challenges MSPs and IT service providers face in client acquisition, with specific reference to a recent Kaseya report indicating that twice as many MSPs describe obtaining new clients as more difficult compared to the previous year. This shift is attributed, in part, to changes in marketing efficacy and the increased reliance on referrals rather than structured marketing strategies. These findings emphasize the need for a consistent, proactive marketing approach—moving beyond informal networks—to counteract periods of slow business and ensure stable revenue. Discussion highlighted that many MSPs lack a formalized marketing plan and treat the absence of active marketing as a matter of pride, despite clear evidence that consistent marketing activities are essential for growth and resilience. According to James Kernan, "marketing is the oxygen of your business," and its absence correlates directly with reduced new business opportunities. Strategies such as recurring in-person or online engagement with clients, regular assessment of marketing practices, and leveraging written marketing plans were identified as actionable recommendations for sustaining pipeline health. A secondary focus examined operational risk and opportunity related to "shadow AI"—unauthorized or unmanaged use of AI tools by clients' staff. Amy Babinchak detailed three core risks: accidental exposure of confidential data, violation of contracts or regulatory requirements, and a lack of auditable records for actions taken by shadow AI tools. The discussion identified practical risk mitigation steps, including staff education, policy development, and implementation of monitoring tools, all of which represent billable opportunities for MSPs while reducing downstream liability in the event of a breach. For technology service providers and decision-makers, the episode underscores the operational imperative of formal, consistent marketing—even during slow periods—as well as the need for vigilant governance over emerging technology risk vectors such as shadow AI. By proactively engaging clients through both marketing and risk education, MSPs can better protect their businesses while expanding stable, recurring revenue streams rooted in demonstrable expertise and accountable service delivery.Title:   How do I get more business when it's slow? M&A Topic: Why is an elevator pitch for my business important? Article: Why is finding new clients harder? Double the number of MSPs in Kasaya reported said so. https://www.kaseya.com/blog/msp-growth-challenges-2026/ QBR Talk: Talk to your clients about Shadow AI https://www.thirdtier.net/2026/06/25/speak-to-your-client-about-shadow-ai/ Tales from the field: A fictional tale about the Trunk Slammer from Hell.  https://www.reddit.com/r/msp/comments/1u82vnh/i_got_obsoleted_by_ai_so_i_wrote_you_all_a_bofh/ UPCOMING CHANNEL EVENTS Mastermind LIVE in Omaha NEJuly 30-31st Register:  https://kernanconsulting-mastermind.mykajabi.com/mastermind-event Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Carrie Hopkins, senior director of business development and sales for Exclusive Networks Canada Exclusive Networks describes itself as a specialist distributor — hyper-focused on cybersecurity and advanced networking, deliberately not trying to be everything to everyone. As the company makes a serious push into the Canadian market, In The Channel sat down with Carrie Hopkins, senior director of business development and sales for Canada, to talk about what that actually means in practice for Canadian partners. Hopkins walks through what Exclusive is building in Canada specifically — in-country finance and operations, and a prescriptive approach to partner recruitment that goes beyond adding names to a portal. Rather than waiting for partners to come to them, Exclusive analyzes what existing partners buy, what they conspicuously don’t buy, and builds outreach strategy around those gaps. We also get into Ignition, Exclusive’s newly launched cybersecurity channel incubator, which arrived in North America earlier this year. The program is designed to bring emerging vendors to channel partners with the vetting and enablement baked in — addressing a real problem for MSPs and VARs who are being pitched constantly by early-stage vendors and don’t have the bandwidth to evaluate them all. And then there’s the Westcon thread. Hopkins spent years at Westcon and Comstor before moving through vendor-side channel roles at Ixia, Infoblox, and Sisense. When asked whether Exclusive feels like the evolution of what Westcon was doing before North American distribution consolidated, her answer is worth a listen. – UPLOAD AUDIO Read Full Transcript ROBERT DUTT: Hello and welcome to In The Channel from ChannelBuzz.ca, bringing news and information to the Canadian IT channel community for the last 16 years. I’m Robert Dutt, editor of ChannelBuzz.ca and your host for the show. If you’ve been paying attention to the distribution landscape in Canada, you may have noticed that Exclusive Networks has been quietly building something. Exclusive is a global cybersecurity specialist distributor, and the emphasis on “specialist” is deliberate. They’re not trying to be everything for everyone. They focus specifically on cybersecurity and advanced networking, and they’re making a real push to make that model mean something in the Canadian market. My guest today is Carrie Hopkins, senior director of business development and sales for Canada at Exclusive Networks. Carrie’s background is worth noting. She spent years at Westcon and Comstor before moving through a series of vendor-side channel roles, and she brings that perspective to bear on what Exclusive is trying to build here. We talk about the state of play in Canada, the distributor’s recently launched Ignition cybersecurity incubator program, and whether what Exclusive is doing today is the evolution of what the specialist distributor used to look like in the market, or something genuinely new. Let’s get right into it. My chat with Carrie Hopkins. ROBERT DUTT: Carrie, thanks for taking the time. I appreciate it. CARRIE HOPKINS: Thank you, Robert. Great to see you. ROBERT DUTT: For listeners who may not be familiar with Exclusive Networks, how do you describe what you do differently from the broadliners? What does specialist distribution look like in practice, especially in a modern context? CARRIE HOPKINS: Yeah. So, Exclusive Networks Canada is hyper-focused on a very curated line card. We’re able to provide the right support structure to scale faster and win faster for our partners. We have programs both for our core vendor lines, as well as our new Ignition vendor lines, that will provide combined deep channel expertise, as well as hands-on enablement through our engineering team. ROBERT DUTT: You joined Exclusive, I guess, coming up a year now. What was the pitch that brought you in, and what were they asking you to build in Canada? What’s kind of the big goal? CARRIE HOPKINS: So, the big goal, obviously, with any business is revenue generation, but it’s also to improve our footprint geographically, nationally. We are also from an in-region support perspective, as well as improving the number of vendors that are selling into our partner community. To do that, we have to bring our partner community to the right vendors that will help them grow their business. So, that’s really what we’re focused on. ROBERT DUTT: You touched on geography and that. What were the gaps, both geographical and otherwise? Like, what did the Canadian market look like for Exclusive when you showed up? What were the gaps, and where has your focus been in this first year? CARRIE HOPKINS: Yeah, I think the biggest gaps were really more vendor alignment. Geographically, we do have people based from Montreal out to Calgary. So, we do have physical presence there to help our partners with feet on the street, but we tended to be a little bit more hyper-focused on a few of our top vendors. I think for the whole team, and what we’re seeing, is that by curating a better cybersecurity and network security vendor list, we’re able to give our partners more. We’re able to reach new partners that we haven’t talked to in the past because maybe they weren’t aligned to our top vendors. So, growing that vendor list has really helped us expand across the country. ROBERT DUTT: You spent quite a bit of time at Westcon and Comstor, which is probably the closest model I can think of to what Exclusive is doing that’s existed in the North American market. When you look at Exclusive now, do you see it sort of as the evolution of that model, or is it something genuinely different given the changing times? CARRIE HOPKINS: It’s actually funny that there’s a number of ex-Westcon-ers here now, and that’s what brought us all together, is that this is — it feels like the Westcon of the mid-2000s aughts. When we all were working there before 2010, it was just such a great vibe. We had great people that were aligned to vendors and to partners, and we all worked together really collaboratively. That’s what I’m seeing now. While Exclusive Networks Canada is our own entity — we have Canadian footprint, we have Canadian finance, we have Canadian operations and sales — we do work really collaboratively with our North American team, which includes people like Heather Allen and Andrew Warren, who are also ex-Westcon. We’re able to really remember the great times of building up that business and then to also bring it into this new era with all these great new vendors who are bringing something new and innovative to the market, as opposed to just the old traditionals. ROBERT DUTT: It’s not every day you get a chance to run it back, as it were. Keep it in that lane. Westcon obviously got absorbed into broadline here in North America, at least. Do you think the market lost something when that happened? And is what Exclusive is doing filling that gap? CARRIE HOPKINS: Agreed. I think so. I think with the broadline, of course, there’s some great people still there today who are really great at holding those relationships. But what happens with the broadline, of course, is you have so many vendors and you have so many partners, and you can’t possibly give the same level of touch and care and commitment that we can here when we’re keeping it under that 20-vendor mark. We’re able to really go after our partners with the right mix of vendors that aren’t over-distributed, I would say. ROBERT DUTT: So to that point, one of the fun things you’re able to do in the specialty distribution mode is embrace vendors who are a little bit earlier in the game, which brings us to Ignition, which just launched in North America. Cybersecurity channel incubator. Can you walk me through what that actually means? What does a vendor get out of being in Ignition, and what does a partner get access to? CARRIE HOPKINS: Yeah. For the vendors, we’re giving them — again, we’re giving our vendors a team of highly skilled distribution people that knows the market. Most of my employees here have been either in distribution or in service provider and resale in Canada for anywhere from six years to 15, actually, or more, for a couple of us. And so they’re getting a strong team. They’re getting a team with the right support structure. They’re getting dedicated SE support. So we have dedicated SEs aligned to each one of these vendors. And then they’re also getting an integrated hyperscaler pathway as well as we build out our hyperscaler go-to-market motion. So the partners that we align with, we will help them nurture, grow, and scale well, and also enabling our channel partners to differentiate because they’re bringing on something really cool and unique to be relevant and bring new value, whether it’s from vendor platform visibility or network detection and response, but done in a more unique way. We’re hoping that we can bring them that value. ROBERT DUTT: Looking at the initial North American cohort with ExtraHop, Zluri, Docker, Sendmarc, PagerDuty, Meter — that’s not all pure-play cybersecurity in the traditional sense. I’m curious, how are you defining the scope of what Ignition is about? CARRIE HOPKINS: Yeah. I think it has to fit with our partner mix as well. In Canada, our partners are possibly not as verticalized as in some other larger regions. In Canada, most of our partners, if they’re selling networking, they also will sell security, or they’re looking for that vendor that’s going to bridge the gap. So even though a vendor, for example, like ExtraHop — you might think of them as network detection and response, but there is a security play in there. There’s a security SOC play that works really well, and it helps our Canadian partners who are talking to the network team introduce a vendor that also connects them with the SOC. That could be said for Sendmarc as well. Again, you think of that as email demarcation points, which could lean into the networking team, but we need to talk to everybody. Our Canadian partners are talking to both sides of the fence, so we need to give them those vendors. ROBERT DUTT: Well, and yeah, it speaks to the moment too, in that security is part of every sale, but particularly every networking sale. CARRIE HOPKINS: Exactly. Yeah. ROBERT DUTT: From the Canadian partner perspective specifically, what does Ignition mean for them? Is it about giving them earlier access to emerging vendors, de-risking those bets with players who may be less familiar, something else? CARRIE HOPKINS: I think you hit the nail on the head. We’re doing all the research for them. I was speaking to a partner just yesterday at the Winnipeg Western Canada Information Security Conference, and he was saying that his inbox for his LinkedIn is filled with vendors reaching out saying, “Please, sell us.” How does an MSP or service provider decide which vendors they should engage in? We’ve done that heavy lifting for them. We’ve researched, we’ve determined that these are the right fit for the Canadian market and the US market, and we’re happy to bring them a more curated list. Again, let us do the heavy lifting. We also are getting our engineers trained, so it’s not just a team of people sitting in a room deciding that monetarily this is a good fit. These are our engineers who can speak to their engineers and show them exactly how this fits with what they’re selling. It also provides our partners with a really unique differentiated approach. They’re not selling that one vendor, they’re selling a combined solution. ROBERT DUTT: Yeah, I was going to say, how prescriptive, how in the weeds do you guys get in terms of, “Dear MSP, think about this vendor along with this vendor,” piggybacking the core vendors with the Ignition folks? CARRIE HOPKINS: That’s exactly the play. We’ve done extensive research on what are our partners currently buying from us, but also what aren’t they buying from us, maybe because we don’t sell it or they’ve chosen to go a different direction. What are their websites saying that they sell? We’ve taken all of that information, we’ve compared it with the new vendors that we’re bringing on, so we have an extensive list of top-priority partners that we feel are a great fit for multiple of these vendors. Then we have the next level down, so we’ve completely curated a target list of partners that we’re going to reach out to say, “We know you’re a business, we understand it. We think that Docker is the right next step for you,” or, “We believe that Zluri really fits when you’re selling A, B, and C.” ROBERT DUTT: This is North American in scope. How are you getting in front of those vendors and assessing where they are at currently in Canada and where you can step in, make introductions, ease path to market, those kinds of things? CARRIE HOPKINS: That’s one of the things that we find with the Canadian market is there’s not always feet on the ground with new vendors. That’s, again, where we step in. We do have feet on the ground. We’re learning about their solutions, so if they don’t have a local CAM, that’s us. That’s our job is to help them build their business and help them build the right business. Recruiting a lot of partners isn’t always the right first step. It’s recruiting the right partners who will embrace the technology, learn the technology, and help it lift. Then we can see what is the right number of partners for the technology in Canada today. We don’t want to flood the market. We want to make sure that all of our vendors have the right partners to properly serve the market. ROBERT DUTT: I’d imagine that dynamic’s also working in the other direction, in so much as you say, MSPs and other solution providers are being flooded with new vendors, especially in the security space. The fact that you guys are, to a degree, backstopping them — that you’ve done the vetting and you’re standing behind them — has to add something. CARRIE HOPKINS: Exactly. Yeah. ROBERT DUTT: Beyond Ignition, what can you tell me about the broader push for Exclusive in Canada right now? In terms of, you said you want to stay pretty strategic on vendor lines. What are you thinking about partner recruitment, headcount? Basically, where are you building right now? CARRIE HOPKINS: Yes. Building with headcount. Where we’re adding right now — in fact, this morning, we’re adding to our quoting and order management team because we never want to lose sight of one of our biggest values, which is our speed and efficiency and accuracy of our quoting. When it comes to distribution, you have to do the basics really brilliantly. We do that here. Sub-[time] turnaround on quote request, sub-[time] order management process. We are quick and efficient, full stop. We’re going to keep doing that. We’re going to add headcount to that. We’re opening up headcount in the second half of the year to help us really embrace all of the new vendors that we have on board. In the last six months, we’ve also onboarded vendors like A10 and Infoblox who are going to make a big impact in the coming year. We’re fully supporting them with extra headcount. ROBERT DUTT: What’s the long-term vision for structure? I know distributors in particular tend to vacillate somewhat over time between a heavily North Americanized model and independent Canadian. Just curious what the long-term thinking is there for you guys. CARRIE HOPKINS: Long-term is that we will always have feet on the ground here in Canada. That gets reinforced to me, and I reinforce it with my leadership every time, every chance I get. I am also a big advocate for having in-country vendor business managers so they can have those channel business conversations. They’re talking to the peers who know the market. They know the FX challenges. They know that we’re provinces instead of states. It’s like that. The great news is with our Ignition team is that the leader of that team, Michael Compizzi, he’s located just in Rochester, New York, which is a short two-hour drive from where I’m based. He will be in Canada quite often as well. We will have North American support, but in-country dedicated resources. ROBERT DUTT: I would add he’d be closer if it weren’t for a rather inconveniently placed lake. CARRIE HOPKINS: [laughs] ROBERT DUTT: Canadian partners have a lot of choices in terms of distribution, maybe not quite as many as 10 years ago, but still there’s a number of choices there. What’s the honest pitch for why a Canadian MSP or VAR who isn’t already working with Exclusive right now should take a look at you guys? CARRIE HOPKINS: Our partners will never be lost in the shuffle. They will have dedicated support. They will have quick and efficient turnaround, and they will have a vendor line card that supports their business. Simple to the point. ROBERT DUTT: That works. The last one for me: what should Canadian partners be paying attention to over the next six to 12 months, either from you guys exclusively or in the market more broadly? CARRIE HOPKINS: I don’t think that a podcast about technology can end without saying the word AI. [laughs] Didn’t get your [nerd/name] achievement unlocked. ROBERT DUTT: There you go. CARRIE HOPKINS: I think that it’s important to note that there’s so many vendors and so many technologies coming out saying that they support AI, saying that they support different security functions around AI. It’s important that you work with a distributor who’s going to take the time to research each of those vendors on your behalf and have a fully engaged engineering staff who can speak to what it’s doing. Do you need it yet? Is it something that’s going to actually sell to the Canadian market? We’re going to make sure that our Canadian resellers have fully vetted solutions, that they’re not chasing rabbit holes. The number one important thing is that they know their business, they know their customer’s business, and where all those assets are. What does your Canadian partner need? We feel like we have the line card to fulfill that. ROBERT DUTT: Well, look forward to seeing how things roll out with the initial Ignition cohort and beyond, as you continue to develop Exclusive here in Canada. Carrie, thanks for taking the time. CARRIE HOPKINS: Thank you so much, Robert. I appreciate you. [Music transition] ROBERT DUTT: There you have it. Carrie Hopkins from Exclusive Networks. I’d like to thank Carrie for her time today. It was a genuinely good conversation, and I appreciated that she was willing to get beyond the talking points and into what the model actually means in practice for Canadian partners. If there’s one thing I take away from the conversation, it’s that the specialist distribution model Exclusive is building — and Ignition is probably the clearest expression of this — is trying to solve a real problem. Canadian MSPs and resellers are being pitched by an enormous number of emerging vendors, and they don’t have the bandwidth to vet each and every one of them. What Exclusive is saying, essentially, is: we’ll do that work. We’ll bring you the vendors we believe in. We’ll backstop the relationship. You focus on your customers. Whether they can deliver on that promise at scale is something we’ll be watching, but the thesis is certainly sound. The Westcon thread that came up in the conversation stuck with me too. There was something that worked about that model before consolidation rolled through North American distribution. It sounds like at least some of the people who built it think there’s a second act here. Thanks for listening. If you’re finding the podcast useful, please follow or subscribe wherever you get your podcasts. We’re on Apple Podcasts, Spotify, YouTube, and most of the major directories. Ratings and reviews are always appreciated and really help other people in the channel find the show. Until next time, I’m Robert Dutt for ChannelBuzz.ca, and I’ll see you in the channel. [Music] A couple of quick flags: “Sub-[time] turnaround” – I couldn’t decipher the exact numbers she threw out there. Worth a quick listen on your end to fill in the blank. “Didn’t get your [nerd/name] achievement unlocked” – MacWhisper clearly mangled this. Sounds like some kind of gaming joke about saying the word AI on a tech podcast. “Nerd achievement unlocked” is the most common internet phrase, but if you remember what she actually said, drop it in. “monetarily” – I left it as-is since it could be correct, though it scans a bit awkwardly. Could also be “more than merely” if you want to give it a listen. Otherwise this should be ready to go. Good batch recording session?

Today’s headline news for Canadian IT solution providers: OpenAI Partner Network: OpenAI‘s inaugural Partner Network is officially live as of July 15, with vice president of strategic global partnerships Colleen Kapase confirming the three-tier program is backed by $150 million in channel investment. Partners can progress through Select, Advanced, and Elite tiers while earning specializations in areas like Codex, cybersecurity, and AI agents. OpenAI says it aims to train 300,000 certified consultants by year-end and is recruiting solution providers of all sizes that can put AI systems into production. OpenAI Carbon60 MSP 501: Carbon60, a Toronto-based managed cloud services provider, has been named to the 2026 MSP 501 at position 206, ranking among the world’s top managed services firms by revenue and operational discipline. The company has built a differentiated practice around Canada-first sovereign cloud and Azure expertise, and the ranking follows a broader push by Canadian MSPs to demonstrate global competitiveness in compliance-heavy verticals. Carbon60 RecordPoint channel-first: RecordPoint has launched a global partner program that CRN describes as a channel-first move, enabling resellers, consultancies, and systems integrators to resell, co-sell, and refer its data and AI governance platform. Partners will receive enablement, joint sales support, and platform access to build practices around data retention, compliance, and AI-ready data classification. Channel Insider Blackpoint Cyber 2026 threat report: Blackpoint Cyber has released its 2026 Annual Threat Report, finding that attackers are increasingly exploiting trusted IT tools rather than using perimeter breaches. The report highlights abuse of remote monitoring and management platforms, VPNs, and identity credentials as primary vectors. ChannelPro Network Managed security market growth: Acronis and Omdia project the global managed security market will grow from $93 billion in 2025 to $106 billion in 2026, a 14.4 percent increase. The growth reflects sustained demand for outsourced security operations among mid-market organizations that lack internal SOC capacity. RAMageddon pressures PC refresh: Industry analysts and OEMs continue to signal significant PC RAM price increases through 2026 due to the ongoing memory supply shortage. Channel partners should advise clients on refresh timing and alternative configurations to manage budget impact. CNET Exabeam MSSP licensing: Exabeam has expanded its APEX partner program with pooled and federated licensing options designed specifically for MSSPs. The new framework is intended to reduce onboarding friction and simplify compliance across multi-tenant security operations centers. Security Brief Read Full Transcript Welcome to The Buzz from ChannelBuzz.ca, I’m Robert Dutt, today is Thursday, July 16, and here’s what’s happening in the channel today. OpenAI’s inaugural Partner Network is officially live as of yesterday, July 15, with the company backing the three-tier program with $150 million in channel investment. Vice president of strategic global partnerships Colleen Kapase confirmed the program is open to solution providers of all sizes, not just global systems integrators. Partners can progress through Select, Advanced, and Elite tiers based on sales performance, technical capability, and deployment experience. The program includes specializations in Codex, cybersecurity, and AI agents. OpenAI says it aims to train 300,000 certified consultants by the end of 2026, and is actively recruiting solution providers that can put AI systems into production. Philip Larson, senior director of the OpenAI Partner Network and a former Google Cloud channel leader, said the program is designed to reward partners for the value they create with customers. Canadian VARs and MSPs with existing AI practices should evaluate the program alongside their current AWS, Google, and Microsoft partnerships, as the specializations in Codex and AI agents may create differentiation in automation-heavy verticals. Carbon60, a Toronto-based managed cloud services provider, has been named to the 2026 MSP 501 at position 206, marking the company as one of the world’s top managed services firms by revenue and operational discipline. The ranking, published by Channel Futures, evaluates financial health, operational maturity, and recurring revenue growth. Carbon60’s inclusion follows a broader trend of Canadian MSPs demonstrating global competitiveness in specialized infrastructure and compliance-heavy verticals. The company has built a differentiated practice around Canada-first sovereign cloud and deep Azure expertise. As Canadian public sector and healthcare clients face stricter data residency requirements, sovereign cloud capabilities are becoming a key differentiator for domestic MSPs seeking to compete with larger global firms on government and enterprise contracts. RecordPoint has gone channel-first with the launch of a global partner program enabling resellers, consultancies, and systems integrators to resell, co-sell, and refer its data and AI governance platform. The program arrives as AI adoption drives a surge in demand for data governance across regulated industries. RecordPoint says partners will receive enablement, joint sales support, and platform access to build practices around data retention, compliance, and AI-ready data classification. CRN reports that the move represents a strategic shift for the company. Canadian partners serving regulated industries like finance, government, and healthcare may find particular opportunity as clients confront unstructured data sprawl ahead of AI deployments. In Brief – OpenAI commits $150 million to launch its inaugural Partner Network with tiered AI specializations. Acronis and Omdia project the managed security market will reach $106 billion in 2026. Blackpoint Cyber’s 2026 Annual Threat Report highlights attackers hiding inside trusted IT tools and RMM platforms. RAMageddon memory shortages continue to pressure PC pricing and enterprise refresh cycles. Exabeam adds pooled and federated licensing options to its APEX partner program for MSSPs. Full details and links in the show notes or the blog post. Later today on In The Channel, we’re talking specialist distribution in Canada with Carrie Hopkins of Exclusive Networks. We get into the Ignition program, what broadliners can’t deliver, and why the model might feel familiar to channel veterans. And if you haven’t heard it yet, yesterday we wrapped our HPE Discover 2026 arc with HPE vice president of North America channels Jeremiah Jenson. He talks about the quote-cycle win, the Canadian angle on data sovereignty, and what partners should stop doing. That’s how we’re seeing the headlines today. I’m Robert Dutt for ChannelBuzz.ca, thanks for listening. Have a great day.

Contemporary technology governance has shifted from rule-based regulation to a landscape defined by administrative leverage and directive-driven decisions. This dynamic is seen in both the cybersecurity and AI sectors, where agencies such as the U.S. Department of Defense and companies including OpenAI and Anthropic navigate obligations and approvals through administrative action rather than statutory change. As a result, MSPs and IT service providers must recognize that the durability of their offerings and client architectures increasingly hinges on how they respond to rapid, unpredictable shifts in the governing environment rather than on fixed compliance deadlines or product release dates. A notable example of this mechanism is the Department of Defense's suspension of the rollout of Phase Two of the Cybersecurity Maturity Model Certification (CMMC), as reported by Federal News Network. About 80,000 companies had been preparing for new third-party assessment requirements, but these assessments have been paused pending a 60-day review. Despite the pause, the underlying data protection requirements for defense contractors remain in force, demonstrating that while compliance deadlines can disappear overnight, fundamental security obligations persist. Additional cases amplify the trend toward directive-based governance. The U.S. Commerce Department lifted export restrictions on Anthropic's Fable 5 and Mythos 5 AI models after new safeguards were implemented, following the same pattern previously used to impose those restrictions. Similarly, OpenAI's GPT 5.6 model was released to the public only after a voluntary government review concluded, illustrating that administrative reviews, not boardroom decisions, can dictate technology availability. Concurrently, other governments such as China are employing similar tactics, with Reuters reporting that Chinese authorities have met with local AI firms to discuss restricting overseas access to advanced models. These parallel moves across geopolitical boundaries indicate a structural reliance on executive discretion rather than legislative clarity. The operational impact for MSPs, IT service providers, and technology leaders is a heightened exposure to contract risk and pricing volatility. Service commitments anchored to deadlines, default settings, or product availability are susceptible to abrupt policy reversals or administrative interventions, translating to sudden revenue shortfalls and reactive client management. The recommended response is to audit current commitments, identify those pegged to mutable triggers rather than enduring obligations, and systematically re-anchor contract language and client communication to core outcomes and standing requirements. This preparation mitigates the risk of unpaid work, scope renegotiation, and unplanned operational disruption when another directive-driven policy shift occurs. 00:00 Three Government Switches in Three Weeks  04:07 Why AI Is Governed by Leverage, Not Law 06:46 CMMC Paused — Your Obligations Didn't 09:27 Why Do We Care?  Supported by:  Pax8 Guardz   

Notes:     What separates organizations that simply adopt AI from those that truly transform their business? Rob Cato, Vice President of Worldwide Business Transformation for Lenovo's Infrastructure Solutions Group (ISG) joins us for an insightful conversation on why successful AI initiatives begin with business strategy—not technology. Rob shares how business transformation is "a disciplined shift in the way that we create value," emphasizing that every AI investment should start with one critical question: What measurable business outcome are we trying to achieve? From defining ROI to moving AI from pilot projects into production, Rob explains why infrastructure, data, security, networking, cooling, and services all play essential roles in delivering lasting business impact. Highlights Include:  Why every AI strategy should begin with the desired business outcome. Why customer intimacy is the greatest competitive advantage for MSPs. Moving AI from pilot projects to production with the right infrastructure. How curiosity, empowerment, and disciplined leadership fuel business transformation. Lenovo's channel-first approach and vision for continued global growth. Bringing innovative technology into the world of sports and sports franchises.   Ready to turn managed services into your biggest growth engine? Learn how Lenovo is helping MSPs accelerate growth, deliver greater customer value, and expand their services with Lenovo 360 for MSP: https://tinyurl.com/360forMSP                 Timestamps: 6:41 Successful AI Strategy 11:20 Providing True Value 17:30 Leadership Traits 22:24 Exciting Expectations

Most organizations don't have a security tool problem, they have a signal-to-noise problem. Chris and Tatum Treadwell dive into the realities of securing decades-old technologies against modern attackers, the rise of AI-enhanced social engineering, and the growing challenge of alert fatigue. The conversation explores why education, human judgment, and meaningful action matter more than flashy marketing claims, offering MSPs a practical perspective on building resilience in an increasingly complex threat environment.

Join Brian Doyle on this engaging episode of MSP Business School as he delves into the dynamic world of MSPs and the crucial role of technology business reviews. With his vast experience in the industry, Brian emphasizes the need for continuous client engagement beyond traditional QBRs. In a rapidly evolving landscape dominated by AI and technological innovation, Brian advocates for a more holistic approach to client relationships. His strategic insights explore how MSPs can build quarterly momentum by implementing continuous touchpoints, utilizing customer portals, and significantly enhancing client communication. In this episode, Brian Doyle dissects the essential strategies for MSPs to foster lasting client relationships. Emphasizing strategic communication, he guides listeners on transforming quarterly business reviews into constant checkpoints, ensuring the stability and improvement of client relationships. Keywords such as "technology business review," "strategic communications," and "managed service providers" underscore the importance of evolving client engagement strategies. Brian offers a step-by-step framework, detailing five core methods for maintaining ongoing client momentum, fostering transparency, and leveraging modern technology to drive business growth. Key Takeaways: Revolutionizing QBRs: Transform quarterly business reviews from mere meetings into continuous, strategic checkpoints for better client engagement. Modern Touchpoints: Utilize monthly touchpoints, customer portals, and strategic emails to maintain dynamic client relationships and ensure consistent progress. Risk Management: Integrate risk updates into client communication to transparently address potential threats and their impact on business operations. Strategic Insights: Ensure that every interaction with clients is rooted in their specific business goals, enhancing the perceived value of MSP services. Celebrate Milestones: Highlight and communicate project milestones to engage clients in a meaningful way and enhance business trust. Show Website: https://mspbusinessschool.com/ Host Brian Doyle: https://www.linkedin.com/in/briandoylevciotoolbox/ Sponsor vCIOToolbox: https://vciotoolbox.com

Today’s headline news for Canadian IT solution providers: Microsoft July 2026 Patch Tuesday fixes 570 flaws, 3 zero-days: Microsoft released its July 2026 Patch Tuesday update addressing 570 vulnerabilities including 3 zero-days, according to BleepingComputer. The zero-day status means MSPs should prioritize these patches immediately for client environments. With 570 total fixes to stage, test, and deploy, Canadian partners managing regulated clients in healthcare, finance, and provincial government face a compressed vulnerability response window this week. Citrix Platform Flex opens a new services opportunity: Citrix is introducing Platform Flex, a persona-based pricing model that gives partners room to build consulting, workforce assessment, and migration services around how customers actually use the platform. According to ChannelE2E, the shift lets partners attach higher-margin services to each deployment by right-sizing workloads to user personas. The new model is particularly relevant in the Canadian mid-market, where virtual desktop and app delivery standardization has been strong but differentiation has been thin. AI compliance is becoming an operational blind spot for MSPs: AI compliance should not be treated as a policy exercise that happens once and then sits on a shelf. According to Terry Irons on ChannelE2E, the value for MSPs is operationalizing compliance around AI data handling, model access, and prompt logging. Canadian MSPs already navigating Law 25 and PIPEDA amendments will recognize the pattern: the regulation exists, but the recurring revenue opportunity lies in helping customers stay inside the lines as the technology changes. CMMC third-party audits paused but the opportunity isn’t: The Department of Defense has pressed pause on third-party audits for the Cybersecurity Maturity Model Certification, but the compliance requirements themselves remain in place for defense contractors. According to ChannelE2E, that gap creates an opening for MSPs and MSSPs to expand compliance services. Canadian partners serving cross-border contractors or aerospace supply chain clients should expect renewed advisory conversations. Progress confirms ShareFile zero-day behind Storage Zone shutdown: Progress confirmed a ShareFile zero-day flaw was behind the Storage Zone shutdown, BleepingComputer reports. Partners managing client file-sharing infrastructure should assess exposure and confirm whether affected Storage Zone configurations are in their environments. MSSP Alert Top 250 application opens for 2026: The MSSP Alert Top 250 MSSP list application process is open for 2026. ChannelE2E offers guidance on what judges look for and which mistakes could hurt a ranking. Changes in the Channel tracks leadership moves for July 6-10: ChannelE2E tracked leadership changes and shakeups across the channel for the week of July 6-10. Read Full Transcript Welcome to The Buzz from ChannelBuzz.ca, I’m Robert Dutt, today is Wednesday, July 15, and here’s what’s happening in the channel today. Microsoft released its July 2026 Patch Tuesday update addressing 570 vulnerabilities across the portfolio, including 3 zero-days. According to BleepingComputer, the zero-day patches should be prioritized immediately for client environments. The scale of the release means MSPs need to stage patch deployment carefully. With 570 fixes to validate and deploy, technicians are managing a large surface area without disrupting business operations. Canadian partners managing regulated clients in healthcare, finance, and provincial government should expect compressed vulnerability response windows this week. Law 25, PIPEDA, and sector-specific frameworks all embed expectations around timely critical patch management, and a July drop of this magnitude tests those service level commitments. Microsoft is positioning the release as part of its regular cycle, but the zero-day status means this is not a routine Tuesday. Partners should be communicating with clients now about maintenance windows and priority sequencing for on-premises and hybrid infrastructure. Citrix is introducing Platform Flex, a persona-based pricing model that moves away from one-size-fits-all licensing and gives partners room to build consulting, workforce assessment, and migration services around how customers actually use the platform. According to ChannelE2E, the shift lets partners attach higher-margin services to each deployment by right-sizing workloads to user personas rather than simply renewing seat counts. The new model is particularly relevant in the Canadian mid-market, where virtual desktop and app delivery standardization has been strong but differentiation has been thin. Platform Flex creates a natural entry point for partners to conduct usage assessments, recommend persona transitions, and bundle ongoing optimization services. It also gives partners a way to defend margins against pure license resale by making the consulting layer part of the renewal conversation. Citrix is positioning Platform Flex as a way to reduce customer shelfware, but the partner angle is that it turns every renewal cycle into a services engagement. AI compliance should not be treated as a policy exercise that happens once and then sits on a shelf. According to Terry Irons on ChannelE2E, the value for MSPs is operationalizing compliance around AI data handling, model access, and prompt logging. As customers deploy more AI tools, the governance gap between experimentation and controlled scale is widening, and MSPs that treat AI governance as a document creation exercise risk missing the continuous monitoring requirement. Canadian MSPs already navigating Law 25 and PIPEDA amendments will recognize the pattern: the regulation exists, but the recurring revenue opportunity lies in helping customers stay inside the lines as the technology changes. The piece suggests that MSPs who build AI compliance into their existing security operations center workflows, rather than treating it as a separate consulting project, will capture more of that spend. The shift from one-time policy to ongoing operational control is the same transition the channel has already made with security, and AI is now following that path. In Brief – CMMC third-party audits are paused but the channel opportunity isn’t. Progress confirms a ShareFile zero-day flaw behind the Storage Zone shutdown. MSSP Alert Top 250 application opens for 2026 ranking. Changes in the Channel tracks leadership moves for the week of July 6-10. Full details and links in the show notes or the blog post. Later today on In The Channel, we close out our HPE Discover 2026 coverage with vice president of North America channel and partner ecosystem Jeremiah Jenson, talking about the 30-day quote validity, Canadian partner influence, and the push for data center networking growth. And if you haven’t heard it yet, yesterday’s episode featured Curtis Dery from Xerox IT Solutions on HPE financing, GreenLake wins, and why AI is a digital goldmine for the channel. That’s how we’re seeing the headlines today. I’m Robert Dutt for ChannelBuzz.ca, thanks for listening. Have a great day.

Send us Fan MailAdam Slutskin, Co-Founder and Co-Owner of CyberFox, detailed his company's evolution from an executive team of ConnectWise alumni to a security powerhouse serving roughly 4,000 MSPs. Following previous foundational integrations of Password Boss and AutoElevate, CyberFox closed the acquisition of Timus, a strategic move that introduces Secure Access Service Edge (SASE) and secure-access capabilities to its product lineup. CyberFox's overarching product framework centers on building an interoperable, layered security “onion” composed of complementary, set-and-forget defenses designed to deliver immediate ROI and absolute price stability.Adam also analyzed the changing economics of the core global MSP population, currently estimated at 80,000 to 100,000 firms. As the market matures, MSPs are shifting from single-vendor suites to multi-vendor environments while navigating structural milestones. To maintain healthy profitability and satisfy insurance or compliance demands, providers must target an average revenue generation of approximately $300 per end-user by layering on MSSP-grade capabilities and formal compliance attestations. Looking ahead, this economic pressure is further compounded by AI, which represents both an escalating threat vector and an essential defensive weapon. While widespread uncertainty remains regarding how to best monetize AI services within the channel, CyberFox is positioning its unified stack to defend against machine-speed attackers while shielding MSPs from the engineering complexities of building in-house AI infrastructure.

The episode highlights a structural weakness in the current cybersecurity product ecosystem, where the process of certification and lab-based product validation often fails to ensure meaningful security. The episode focuses specifically on how regulatory and certification frameworks—such as those linked to device and software security—are largely decoupled from true technical evaluation, enabling both vendors and labs to use certification badges as symbolic rather than substantive assurances of security. According to Adwait Nadkarni, this decoupling allows manufacturers to treat compliance as a liability shield, rather than as a measure of robust risk mitigation. The most consequential finding, as articulated by Adwait Nadkarni, is that many certified security products can deliberately evade both automated and human review processes, with vulnerabilities designed to look secure while quietly exposing risk. The episode references certification structures such as SOC 2 and detailed research into IoT device certification, finding that certification labs often compete on speed and convenience instead of technical rigor. This creates a situation where certified products may still contain basic, decades-old flaws, with operators and MSPs left without practical recourse when technology fails. Other related developments reinforce the risk transfer created by certification mechanisms. Vendors frequently utilize broad liability disclaimers in end-user licensing agreements, explicitly or implicitly excluding themselves from responsibility for product failures—even in scenarios involving harm or downtime. Adwait Nadkarni points to practices where smoke detectors and other security products use ambiguous language about acceptable use and warranty, further reducing vendor accountability. Labs themselves generally disclaim any responsibility for the certified products' behavior once deployed, emphasizing a system with diffuse or absent accountability. For MSPs and IT leaders, these developments underscore the need to move beyond reliance on certifications and vendor marketing. Operators should critically assess the actual language and protections embedded in contracts, focusing on enforceable liability rather than assuming technical validation from a certification badge. Absent regulatory reform or industry-wide consortia to create and uphold real minimum standards, the practical task for service providers is to minimize exposure to legal and operational risk by scrutinizing the fine print of contracts, seeking clear remedies for technology failures, and tempering trust in vendor assurances that cannot be independently verified. Supported by: GuardzCometBackup

In this episode of The IT Experts Podcast, I hosted an MSP Insights Roundtable on AI, automation, and observability at scale, bringing together three brilliant guests, Joe Burns, Fiona Challis, and Nick Horner. What struck me straight away was how all three agreed on one thing before we even got into the detail. AI, automation, and observability only work when you understand your own processes first. Joe walked us through how his MSP, Reformed, built its operational maturity by identifying repetitive tasks, spotting where human error crept in, and asking his team what they actually disliked doing. Only once that groundwork was done did he bring in automation, including an early AI triage system on the service desk, and it paid off.    Nick added a perspective I loved, describing how starting small with clients avoids the scope creep that can derail an automation project before it even gets going. He shared a story about a modest HR automation that grew organically once the client saw the value for themselves, and how bringing end users into the process from day one builds the kind of trust that makes AI, automation, and observability actually stick. Getting genuine buy in, as Nick put it, turns a nervous stakeholder into a project sponsor rather than a blocker.    Fiona introduced an idea I keep coming back to, becoming your own customer zero, assessing your own readiness before you ever take an AI conversation to a client. She told us most MSPs score only two or three out of five on her readiness assessment, which shows how much foundational work is still undocumented across our sector. We spent time discussing how observability has changed, moving away from juggling dashboards across Microsoft 365, PSA, and RMM tools towards a single intelligent layer that pulls everything together securely and quickly. Nick made the point that speed and accuracy no longer need a dedicated Power BI specialist, and Fiona reminded us that the ROI conversation always starts with measuring a baseline before you change anything.    One of my favourite moments came from Joe, describing a law firm that spent three to four hours every week cross checking court lists against their case management system, a task his team solved with an agent in fifteen minutes. Fiona echoed this, encouraging MSPs to lead with one practical win rather than an overwhelming pitch, because solving a single small problem tends to open the door to many more conversations. We also got into the tension between compliance and outcome. Fiona argued that clients buy the outcome AI delivers rather than the technology itself, and Joe pushed back with honest feedback from his law firm clients, who want compliance answered first given how sensitive that sector is to reputational risk. Both agreed that governance needs to be built into the foundations of any deployment rather than bolted on afterwards.    Drawing on Daniel Priestley's thinking around demand and supply tension, Joe warned us against pouring all our energy into operational capacity while neglecting sales and marketing, a gap that can quietly erode margins even as efficiency improves. Fiona picked this up with real enthusiasm, describing how AI and automation can make selling feel far more natural, framing every client conversation as a business problem to solve rather than a service to pitch. She introduced the three pillars she coaches MSPs towards, capacity, experience, and revenue, and stressed the importance of owning your intellectual property rather than giving away your hard built agents for free.    We closed by sharing how each of us measures success, from outcome-based tracking to client and employee satisfaction scores, before final takeaways. Nick urged everyone to embrace the shift and stay ahead of the curve, Joe reminded us that capacity means nothing without the ability to sell it, and Fiona encouraged listeners to stop overthinking and take the first step. I came away from this session convinced, more than ever, that AI, automation, and observability can genuinely transform an MSP, provided the fundamentals are respected along the way.     Connect with Fiona Challis through LinkedIn and website.  Connect with Joe Burns through LinkedIn and website.  Connect with Nick Horner through LinkedIn.    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!   

RabbitRun and Crexendo Expand Recurring Revenue Opportunities for Channel Partners, Podcast , RabbitRun offers an integrated platform that brings together Always-On Internet, enterprise-class SD-WAN, cybersecurity, voice survivability, POTS replacement and business continuity. The goal is to help businesses remain connected and operational when internet connections, networks or other critical infrastructure fail @ Doug Green “There's a tremendous opportunity for partners to deliver more value, improve customer retention and create new recurring revenue streams.” RabbitRun has joined the Crexendo Ecosystem Vendor Partner Program, giving Crexendo, NetSapiens and channel partners new ways to deliver resilient connectivity, business continuity and managed network services to their customers. In this Technology Reseller News podcast, RabbitRun Founder and CTO Pat Saavedra discusses the partnership and the opportunity it creates for MSPs, service providers and telecom resellers. RabbitRun offers an integrated platform that brings together Always-On Internet, enterprise-class SD-WAN, cybersecurity, voice survivability, POTS replacement and business continuity. The goal is to help businesses remain connected and operational when internet connections, networks or other critical infrastructure fail. For channel partners, Saavedra says the opportunity extends well beyond simply selling another connectivity product. Partners can use RabbitRun to address real customer concerns surrounding uptime, security and operational resilience while creating new sources of recurring managed-services revenue. As more business applications move to the cloud, internet connectivity has become essential infrastructure. A failed connection can interrupt voice services, payment processing, customer support, remote access and other core operations. RabbitRun is designed to identify network problems and move traffic to an available connection, helping businesses continue operating with minimal disruption. The platform also gives partners greater visibility into customer networks, allowing them to identify performance issues, manage connectivity and provide ongoing support. That creates a more proactive relationship in which the partner is helping protect the customer's business rather than simply responding after something goes wrong. The conversation also explores the growing importance of voice survivability. Businesses may have backup internet connections but still discover that their voice systems fail during an outage. RabbitRun helps partners address that gap by protecting both data and voice communications as part of a broader continuity strategy. POTS replacement represents another opportunity. As traditional analog lines become more expensive and difficult to maintain, businesses need alternatives for services such as alarms, elevators, fax machines and emergency communications. RabbitRun enables partners to incorporate those requirements into a modern managed connectivity offering. By joining the Crexendo Ecosystem Vendor Partner Program, RabbitRun becomes more accessible to a large community of service providers already delivering communications through Crexendo and the NetSapiens platform. Saavedra says this gives partners an opportunity to expand the value of their existing customer relationships. Rather than competing only on voice seats or connectivity pricing, they can provide a broader solution built around reliability, security and business continuity. For MSPs and communications providers, the message is straightforward: protecting the customer's ability to remain connected can become both an essential service and a meaningful recurring revenue opportunity. Learn more about RabbitRun and its participation in the Crexendo Ecosystem Vendor Partner Program.

The dominant structural shift examined is the erosion of channel-driven value creation in AI offerings, marked by the rapid commoditization of resold AI technologies and a pivot toward consumption-based pricing models. Microsoft Copilot is cited as the most commonly resold AI product by MSPs, with market data showing that 84% of productized AI services among “AI forward” firms rely on this single vendor. The resulting model accelerates value capture at the vendor level, narrowing room for differentiated service or margin at the partner level. This consolidation pressures MSPs to shift from traditional product resale to enablement and operational integration or risk disintermediation. The primary development highlighted is the widespread lack of substantive AI go-to-market offerings among MSPs. According to analyzed web positioning data, 61% of MSPs do not mention AI offerings on their sites, and among those that do, the majority use vague or unscoped “AI solutions” language without concrete services behind them. Only a small subset offers named, productized AI services. Of these, the overwhelming reliance on Microsoft Copilot underscores a lack of channel-developed solutions and points to a market structure where vendors, rather than partners, capture much of the economic value. Supporting developments reinforce both the risk and inertia present within the channel. Ryan Morris outlines that true differentiation will require MSPs to develop packaged offerings around governance, financial controls, and vertical-specific business outcomes, yet early market activity shows little movement in these directions. The discussion emphasizes the potential for cost overrun through uncontrolled AI consumption, echoing past cycles from telecommunications to cloud. Efforts by large vendors to staff direct AI engineering resources are framed as a threat only to the top enterprise tier, with the bulk of SMB delivery left to service providers—albeit within a model now driven heavily by consumption volume and efficiency calculations. Operational implications for MSPs and IT leaders include increased pricing pressure and possible margin erosion as customers optimize consumption and as vendors streamline direct monetization of AI. There is a growing need for internal and customer-facing governance structures to manage data use, financial exposure, and compliance. Channel partners that limit themselves to product resale risk commoditization, while those able to package and deliver business-integrated AI services may find more durable value. The episode underscores the urgency for MSPs to clarify and productize their AI engagement—not simply as a differentiator, but as a defensive strategy against margin compression and vendor dependency.

The episode prioritizes the operational and exit-planning risks associated with MSPs lacking formal contracts. According to Amy , approximately half of MSP business owners operate without managed service agreements (MSAs), a decision that frequently results in reduced business valuation during sale negotiations. Both James and Amy emphasized that the absence of documented agreements is commonly flagged by buyers as a significant risk, often resulting in a devaluation of the acquired customer relationships. This exposes small and mid-sized providers to continuity risks, particularly where customer retention and service transferability are not contractually secured. Further details outlined by Amy indicate that reluctance to implement contracts stems from concerns about client reactions, particularly in longstanding relationships. She observed that auto-renewal clauses and periodic, non-intrusive contract updates can streamline compliance and reduce friction. A personal account highlighted that, out of numerous customers, only one refused to sign an agreement, and this isolated case did not lead to client loss but necessitated risk pricing adjustments. James Kernan advised that contract clarity—covering terms, automated payments, and built-in annual price adjustments—should be positioned as a value to both parties, reinforcing operational stability and predictability. Adjacent topics addressed contemporary service risks such as the proliferation of shadow AI applications and exposure to business email compromise. Amy reported discovering over 150 unmonitored AI-powered apps at client sites, emphasizing these as vectors for data exfiltration and compliance gaps. The Guards Cybersecurity Statistics report was cited, identifying business email compromise and social engineering as persistent attack methods, while underscoring that modern threat actors often bypass traditional privilege escalation in favor of capturing identity credentials and tokens. The operational focus for MSPs was advised to shift toward email, AI governance, and identity protection rather than legacy device vulnerabilities. For MSPs and IT service providers, the main takeaways involve reassessment of contractual practices and a heightened approach to governance and risk management. Documented client agreements are necessary not only for valuation at exit but also for protection against operational disruptions and liability. Simultaneously, providers are urged to implement discovery and control mechanisms for AI use and to refresh security postures in line with current attack methods. The importance of establishing relationships with specialized advisors, attorneys, and alternative financing partners was also articulated, illustrating the multi-layered risk landscape that management teams must navigate for business resilience.Show title: “How to Start a MSP” 1. How to Start a MSP- Resources: www.itspu.com 2.    New article from Third Tier: Taming Shadow IT before it tames you https://www.thirdtier.net/2026/06/21/taming-shadow-ai-before-it-tames-you/ 3.    Guardz released a new cyber security statistics report: https://guardz.com/blog/security-awareness-statistics-msps-cant-ignore/ 4.    Thoughts about whether an MSA is needed? Send them through the website: www.smbcommunitypodcast.com 5.    Anthropic Partner Program - https://www.anthropic.com/news/services-track-partner-hub   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 MailAt MSP GeekCon, Joey Pinz sits down with Monica Ozaruk for a fascinating conversation about systems thinking, operational excellence, creativity, habits, and what really keeps MSP owners awake at night. Monica shares how her background in acting unexpectedly shaped her communication style and how her obsession with process optimization led her into the MSP world through ConnectWise consulting.From quote-to-cash workflows to habit stacking, Monica explains why successful MSPs need more than tools — they need clarity, consistency, and systems that actually work. She breaks down how many MSPs unintentionally create operational chaos and why “run state” — a calm, scalable business environment — should be the real goal.The conversation also dives into personal growth, mindset shifts, creativity returning later in life, wellness routines, and how habits create long-term success both personally and professionally.If you're an MSP owner, entrepreneur, operations leader, or someone trying to create more focus and structure in life, this episode delivers practical insights with real-world honesty.

Send us Fan MailJoey Pinz sits down with entrepreneur, software engineer, and AI strategist John Harden for a powerful conversation about curiosity, automation, SaaS innovation, and the future of human thinking in an AI-first world.

The core structural shift affecting MSPs and IT service providers is a market bifurcation, where the traditional middle-ground offering—an undifferentiated blend of hardware and support—no longer matches client buying behavior. Dave Sobel referenced research from Techisle, which underscores a split between buyers seeking high-touch, managed outcomes and those opting for low-cost, self-serve technology tools. This division is further exacerbated by increasing component costs and external pressures on hardware pricing, particularly the rapidly escalating prices for memory and storage. Supporting data comes from a recent analysis of approximately 3,000 MSP websites conducted by Business of Tech. The scan found that 68% of MSPs make no mention of AI in their public-facing materials, with only about 1 in 7 offering a defined AI service. Simultaneously, reporting from both Business Insider and E2E reveals that 90% of businesses already have employees using AI tools—primarily adopted independently rather than through formal provider channels. This disconnect highlights a lag in MSP market positioning relative to how technology is actually being acquired and implemented by clients. Additional market stresses are introduced by rising hardware costs linked directly to shortages in memory and storage components. Apple's price increases for Macs and iPads serve as a tangible example, justified by upstream cost spikes in DRAM, which CNBC reported has increased nearly 9x—from approximately $35 to $300 per module. Further, AI data center buildouts are projected to divert up to 20% of consumer memory manufacturing by 2027, suggesting ongoing and intensifying cost pressures for MSPs still reliant on hardware-centric business models. Most providers, as observed by Dave Sobel, remain silent or default to restating the value of external AI platforms like Microsoft Copilot. The practical implication for MSPs and IT service providers is a pressing need to reassess positioning and operational models. Providers embedded in the undifferentiated middle face rising cost risk, declining differentiation, and potential margin erosion. Viable paths require declaring and operationalizing a clear service model, either by transparently externalizing hardware and component pricing risk, or by committing to outcome-based, managed offerings where the provider takes on measurable accountability. Those who adapt agreements and marketing to clarify their role—particularly by documenting internal AI-driven efficiencies—will be better equipped to sustain margin and client relevance as market forces continue to widen the gap. 00:00 Two-Thirds of MSPs Are Silent  04:37 The Memory Shock Splitting the Market 07:05 No Buyer Left in the Middle 10:41 Why Do We Care?  Supported by:  CometBackup ScalePad   

Time Stamps: Impact of Education on Leadership 4:18 Profitability Mistakes 14:09 Implementing AI 24:51 Beyond Conference Takeawayss 30:54 Show Notes: "Don't leave money on the table" is an idiom that reflects a failure to maximize profit, revenue, or overall value from a transaction, deal or upsell opportunity.  You never want to undercharge for your products and services. You want to secure the best possible outcome. Elliott Hyman, CEO of Lyra Technology Group, joins and shares his leadership journey, thoughts on AI innovation, MSP growth, and the power of scaling without sacrificing culture.   Highlights include: Why protecting customer relationships, preserving brand equity, and empowering local leadership are essential ingredients for long-term success. The most common profitability mistakes MSPs make, including underpricing services and failing to bill for the full value they deliver. How operational maturity separates thriving organizations from struggling ones. Drawing from the unique experience of acquiring more than 120 MSPs, Elliott discusses how identifying best practices across organizations creates a powerful competitive advantage, and why testing AI initiatives through Lyra's Trailblazers Program accelerates meaningful innovation. Pax8 has become the "new town square" for the IT channel. If you're passionate about building organizations that scale with purpose, empower local leadership, and maximize profitability, this is a conversation you won't want to miss.  If you are an MSP and have been considering what your next steps should be, visit lyratechgroup.com Don't leave money on the table.  

In this enlightening episode of MSP Business School, host Brian Doyle chats with Brian Strong, CEO of TenHats, about sustainable and organic business growth strategies for MSPs. They discuss how Brian's sales expertise catapulted TenHats from a modest standing to over $19 million in business revenue, all without relying on mergers and acquisitions. Brian Strong shares his journey from an outside sales representative to a CEO, emphasizing the importance of building genuine relationships and applying effective sales methodologies rooted in understanding human behavior. Brian Strong delves into the concept of Centers of Influence (COIs) and the significance of targeting the right customers to drive business growth. By nurturing these relationships, avoiding cold calls, and employing intelligent prospecting techniques, Brian has led TenHats to considerable advances in monthly recurring revenue. This episode shatters common myths about building a scalable sales organization within the MSP landscape. Listeners will gain insights into Brian's successful practices and methodologies, which are set to be detailed in his upcoming book, promising a practical roadmap for MSPs aspiring to exceed the $10 million annual revenue mark. Key Takeaways: Center of Influence Strategy: Building relationships with people who know your potential customers can be a powerful tool in strategic sales prospecting for MSPs. Targeted Customer Profiles: Defining and aiming for customers above your current average revenue is crucial to sustainable company growth. Sales Process Management: A robust sales process, aligned with human psychology, is essential, especially when transitioning from owner-led to sales team-led negotiations. Impact of Organic Growth: Companies demonstrating organic growth processes tend to command higher valuations in the market compared to those reliant on acquisitions. Quality of Life through Scale: Achieving scalability beyond $10 million in revenue affords MSP owners and employees better life quality and company culture, reducing burnout and enhancing business resilience. Guest Name: Brian Strong LinkedIn page: https://www.linkedin.com/in/brian-strong/ Company: TenHats Website: https://tenhats.com/ Show Website: https://mspbusinessschool.com/ Host Brian Doyle: https://www.linkedin.com/in/briandoylevciotoolbox/ Sponsor vCIOToolbox: https://vciotoolbox.com

John Dalrymple, Founder and CEO of Mobex, joined Technology Reseller News Publisher Doug Green to discuss how organizations can bring business voice, SMS, WhatsApp, and Microsoft Teams together into a single, compliant communications platform. Mobex, a member of the Cloud Communications Alliance (CCA), helps businesses simplify communications while improving management, security, and productivity. Dalrymple explained that while business communications have expanded far beyond traditional voice calls, many organizations still struggle with disconnected tools and unmanaged mobile communications. Mobex addresses this challenge by integrating business calling, SMS, and WhatsApp directly into Microsoft Teams and VoIP environments, creating what he described as a “single pane of glass” for enterprise communications. “We try to help our clients integrate those communication channels into what makes sense for them in their workflow and work process,” Dalrymple said. A key benefit is improved compliance and governance. Rather than employees conducting business conversations on personal devices outside company oversight, Mobex enables organizations to route business communications through managed platforms that support recording, AI transcription, compliance requirements, and centralized management. The platform also provides business eSIM capabilities, allowing employees to separate personal and business communications while retaining native mobile phone functionality. Dalrymple also highlighted opportunities for MSPs and channel partners. Because many already deploy Microsoft Teams, Mobex can be added as an integrated solution for business calling, texting, WhatsApp, compliance, and call recording, creating new recurring revenue opportunities with minimal deployment complexity. The company has also expanded into the UK, where WhatsApp plays a larger role in business communications than traditional SMS. Learn more: https://www.mobex.biz/

In this episode of The IT Experts Podcast, we take you inside The MSP Growth Hub for a look at what happened during the May 2026 Intensive event. Ian Luckett is joined by his business partner Stuart Warwick and coaches Julie Hutchison and Peter Williamson, each sharing what unfolded across two days dedicated to helping MSP owners build stronger, more capable teams. At the heart of the conversation is MSP team alignment, and why it sits right at the centre of scaling a business with confidence.     Stuart opens by explaining the theory behind the Intensive itself. The MSP Growth Hub runs this event three times a year, and each one is themed around one of the three pillars of the Scale with Confidence model. This May the focus was Amplify Capacity, using a framework called Embed and Connect to help growing MSPs align their people behind the strategy and goals of the business. Stuart describes how the vision and annual plan cascade down into a sixteen week plan, then into departmental plans, then into a daily and weekly rhythm across the business. This is MSP team alignment in practice, connecting people to systems, plans and direction so the business becomes a genuine asset rather than something that owns the owner.     Ian reflects that around eighty percent of the challenges MSP owners bring to The MSP Growth Hub trace back to a leadership opportunity rather than a team problem. He and Stuart discuss the difference between a peer group and a structured programme, and how pausing to look back at progress is often the moment clients realise how far they have actually come. That pause, built into the Intensive itself, gives them the chance to calibrate against others on the same journey, working towards genuine MSP team alignment rather than isolated effort, and walk away with practical steps rather than vague encouragement.     Julie takes listeners through her session on maximising team dynamics, focused squarely on MSP team alignment through clarity of function and clarity of requirements. She shares a memorable exercise called There's Been a Breach, where clients were deliberately given incomplete information about roles and responsibilities. The resulting confusion mirrored exactly what happens back in their own businesses when expectations are not clearly set. Julie explains that most people arrive at work wanting to do a good job, and that a leader's role is to set them up to succeed by removing ambiguity around who owns what.     Peter Williamson, newer to The MSP Growth Hub coaching team, brings his background in governance to the conversation. He describes helping clients map every function in their business against the people who currently hold the skills to deliver it, revealing gaps that point directly to training needs or new hires. Peter's simple diagnostic question, asking each team member whether they understand their role and have what they need to do it well, proved to be a powerful starting point for many owners in the room. He also shares a story from one client who, after embedding clearer roles and responsibilities, took a holiday for the first time in three years because their team could confidently carry on without them.     Across all three conversations, a consistent thread emerges. MSP team alignment is not a soft nice to have, it is the mechanism that turns a business from something the owner is trapped inside into something that can scale on its own rhythm. Whether through cascading plans, clarity exercises, or mapping skills against functions, the Intensive gave clients practical tools alongside the confidence to use them.     The episode closes with a reminder that these insights are available to any MSP owner ready to bring more structure to their team. Getting the fundamentals of roles, responsibilities and communication right creates the foundation for sustainable growth, freeing owners to lead rather than firefight.     How to build a high performing technical team, when you do not know where to start by Ian Luckett  STOP Attracting the Wrong People to Your MSP with Julie Hutchison and Ian Luckett     Ready to find out if we're the right fit to help you scale? Book a right fit clarity call: https://go.themspgrowthhub.com/are-we-the-right-fit    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.  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 dominant structural mechanism explored in this episode centers on governance gaps in access management and the resulting liability transfer to MSPs. The discussion highlights how fragmented identity stacks, unmanaged access, and reliance on manual tracking expose MSPs to growing contractual, operational, and legal risk. Companies and technologies referenced include Microsoft 365, Google Workspace, Okta, ConnectWise, and specific access governance solutions targeting the channel. The ConnectWise 2026 Threat Report identifies credential abuse as a core attack vector, underscoring how unaddressed authorization and access drift remain a structural exposure area. The episode cites multiple indicators and supporting data. According to the ConnectWise 2026 Threat Report, credential abuse is now the primary attack vector, with attackers commonly exploiting active and orphaned accounts left unmanaged in client environments. Fragmented identity stacks complicate the onboarding and offboarding process, with onboarding often requiring 45 minutes per client as technicians navigate numerous access portals. The prevalence of shadow IT, orphaned accounts, and missed deprovisioning windows was discussed as persistent drivers of both operational overhead and increased incident risk. Supporting developments include community-documented scenarios where multi-factor authentication (MFA) was present but insufficient to prevent breaches, particularly when privilege escalation or temporary exclusions remain unaddressed. Examples such as the Reddit phishing event and Microsoft's handling of MFA via VOIP demonstrate how authentication is distinct from governance, and that temporary access or exceptions frequently become permanent, heightening exposure. Regulatory environments—including healthcare, finance, and government—were cited as adding further requirements for explicit governance controls and auditable access policies, while manual spreadsheet tracking often fails to meet these demands. The operational implications for MSPs include the need to move beyond basic practice such as MFA and endpoint protection, toward purpose-built tools and processes that provide continual visibility, auditable controls, and policy enforcement for client access. Without this, MSPs face increased administrative burden, billing discrepancies, contractual liability, and reputational risk. As regulatory audits become more demanding and clients demand clearer evidence of governance, service providers must reconcile the tradeoffs between increased process complexity and the need for automated, enforceable identity governance. This shift challenges existing pricing models, requiring MSPs to justify and potentially repackage their service offerings in the context of risk management and operational maturity.

What happens when cybersecurity moves beyond protection and becomes true business resilience? Recorded live at the Beyond 26 Conference hosted by Pax8 in Salt Lake City, Utah, Gene Kim, Vice President of Managed Service Providers at Absolute Security, stopped by for an engaging conversation about the future of managed services, cybersecurity, and leadership. We learn how his journey from MSP practitioner to channel executive shaped his passion for helping partners deliver meaningful business outcomes through trust, resilience, and operational excellence.    Highlights include: The growing complexity of AI-driven threats and why resilience—not just prevention—is becoming the next frontier of cybersecurity.   How MSPs can elevate customer conversations around risk, business continuity, and long-term value.    Absolute Security's exciting debut as a new vendor in the Pax8 Marketplace, highlighting how the partnership will empower MSPs with firmware-embedded endpoint resilience, simplified operations, and stronger customer outcomes.    Gene's pearls of wisdom: "On one hand, it's application, resilience and supporting cybersecurity in the stack. On the other hand, it's ensuring that there's business continuity for their end customer."   "Customers are paying for outcomes."  Have the conversation about business impact and understand what downtime means to them.   The importance of listening and maintaining intellectual curiosity.   Follow Gene on LinkedIn, visit absolute.com/ and learn more about the Pax8 and Absolute Security partnership here: https://www.absolute.com/partners/better-together/absolute-pax8

The episode examines the ongoing shift in the IT services market from traditional managed services to “managed intelligence,” as vendors like PAX8 and ConnectWise attempt to reposition their offerings around artificial intelligence (AI). This structural change introduces increased operational complexity for MSPs who are being urged to adopt new AI-driven models, while facing evolving expectations regarding service delivery, pricing, and accountability. The mechanism at play is the transfer of risk and uncertainty from vendors to MSPs, especially as AI and usage-based billing models upend established business practices. One significant development highlighted is PAX8's call for MSPs to become “managed intelligence providers”; however, according to PAX8's own head of AI adoption, only 17 out of 600 interviewed partners currently meet that standard, up from 13 a year prior. In response to this slow uptake, PAX8 has introduced bridge services and a Managed Intelligence Program to support partners through the transition, including white-labeled AI services and a platform for tracking usage called the agent gateway. These efforts underscore that the managed intelligence model presents a steep learning curve for most MSPs, with few having yet achieved operational maturity in this area. Related market activity further illustrates these dynamics. ConnectWise has restructured its platform around an AI core, introducing predictive intelligence and shifting to ticket-based billing rather than traditional per-seat models. According to ConnectWise, this shift reduces L1-L2 ticket escalations by 86% and increases technician productivity by 30%. Meanwhile, concerns remain about data ownership and the scope of actionable information, with companies like Lexful and Enable pushing for greater integration across siloed applications. There is also ongoing debate on whether system-of-record vendors or independent AI-native platforms will ultimately control operational workflows and client relationships. For MSPs and IT service providers, these developments translate into practical concerns around vendor dependency, variable cost exposure, and pricing pressure. The move to consumption-driven models and token economics increases unpredictability, forcing providers to absorb or carefully manage AI usage costs or risk compressed margins. There are also governance and accountability questions related to client relationships, especially as more AI service layers are introduced by upstream vendors. The operational implication is a need for heightened financial diligence, risk assessment, and a clear strategy for maintaining client trust and service differentiation in an increasingly intermediated service landscape. Sponsored by: Pax8 ScalePadABC SolutionsRythmz

The conversation focused on the practice of providing managed service pricing to customers during an initial meeting. One concept discussed was that MSPs are encountering prospects who increasingly expect immediate, transparent pricing, with many decision-makers opting to make choices after a single round of vendor meetings. The discussion explored how this shift contrasts with traditional industry advice that recommends withholding pricing until after an in-depth assessment and value-building process. Several points were raised, including the observation that coming prepared—with thorough research on the prospect and a clear pricing structure—can facilitate business wins, especially in competitive settings where prospects expect streamlined proposals. A key theme that emerged was the importance of preparation ahead of initial client meetings. The discussion clarified that researching client backgrounds, conducting preliminary discoveries, and leveraging prior experience with similarly sized environments enable MSPs to present informed, realistic pricing. The conversation addressed that exceptions remain: in complex environments or when the client lacks clear infrastructure visibility, an assessment may still be necessary prior to quoting. However, these situations are reportedly less common, as clients often provide substantial upfront context during pre-meeting calls. Secondary topics included practical guidance for financing large product orders, navigating out-of-state project requirements, and managing margin compression. The discussion explored options for financing substantial hardware purchases, highlighting leasing through distributors or manufacturers, encouraging clients to handle their own financing where possible, and considering purchase order (PO) financing to reduce resource strain. For out-of-state projects, building a professional network through peer groups or leveraging distributor partner networks was recommended. Regarding margin management, participants suggested standardizing service stacks, packaging recurring solutions, and reviewing contracts to ensure annual rate adjustments. The use of value-added services, such as cybersecurity and compliance, was recommended to offset margin thinning. The discussion outlined several implications for MSPs and IT leaders. Responsive, transparent pricing aligns with current buyer expectations but requires robust preparation and established pricing models to maintain accountability and ensure fair risk allocation. For hardware procurement, shifting financial responsibility to clients or utilizing external financing tools can preserve operating capital and mitigate margin erosion. Resilient operational models—incorporating peer collaboration, flexible service packaging, and annual price reviews—enable firms to adapt to ongoing industry pressures including rising costs and tightening margins. MSPs are advised to prioritize accountability in client communications, vendor negotiations, and conflict resolution policies to reduce operational risk and protect organizational wellbeing.Title:       Should you give a proposal at the first meeting? MSP Question of the week:   Should you give Managed Services pricing to your prospect on the first meeting? Topics/Events Apple Price hike is not welcome news:  https://www.linkedin.com/news/story/apple-hikes-prices-we-know-this-is-not-welcome-news-8956946/https://www.linkedin.com/news/story/apples-price-hikes-reflect-ai-eras-growing-price-tag-8305905/     20% price increase ipads, macbooks, iMacs – iPhone unchanged How do you finance larger product orders?   Lease, PO financing w/ distributor – don't tell mfr What if you have a project in another state for a current client ?  How do you deliver? With margins thinning, how can I increase my overall margin? Tales from the field:  How do you deal with an irate customer? 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 MailWhat happens when an entrepreneur follows instinct, leaves corporate comfort behind, moves to Chile on a whim, and eventually helps over 1,000 MSPs improve customer experience?

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The dominant structural shift outlined is a transfer of liability and accountability for AI-generated errors from vendors to the entities deploying these systems—primarily MSPs and their clients. While vendors aggressively promote scalable AI tools and urge rapid adoption, the legal and operational burden of verifying and standing behind AI output falls on deployers, not on the tool providers. Recent court rulings and shifting buyer expectations are accelerating this transfer, fundamentally altering the MSP business model around AI services. Primary evidence for this shift comes from both industry behavior and legal precedent. Kaseya urged MSPs to quickly embrace AI services while revealing that only about 13% of providers are seeing significant revenue from AI, despite roughly half of clients requesting these solutions. Compounding the structural gap is a low conversion rate from proof-of-concept to production (only 20% success, per Kaseya), and high failure rates in AI-generated code—Forbes reported security and logic errors appear far more frequently in machine-produced output than in human code. Notably, courts in Germany and Canada have ruled that organizations are legally responsible for the statements and errors created by their AI, not the vendors providing the underlying tools. Supporting developments reinforce the risk and accountability mismatch. Research cited from Gartner indicates over 70% of CEOs and 75% of CIOs believe current IT operating models are unfit for the demands of the AI era, highlighting a recognized governance gap. Consumer surveys show that over half hold company leadership personally responsible for AI failures. The recurring vendor emphasis on selling tools, combined with product features that prioritize scale over individualized accountability, deepens the structural challenge for service providers. For MSPs and IT service organizations, the primary practical implication is that competitive differentiation and risk mitigation will depend less on which AI products are resold and more on documented processes for reviewing, annotating, and standing behind AI-generated output. Vendors' tools are pervasive and quickly commoditized, so market separation arises from the ability to provide tangible accountability standards—proof of human review, defined sign-off authority, and clear records for client audits and legal defense. Pricing strategies that reflect the cost of accountability, rather than simply product markup, are likely to become more sustainable as client focus shifts from features to liability management in AI adoption. 00:00 The 13% Problem  03:29 The Tool vs. The Work 05:43 The Wrong Answer's New Address 08:37 Why Do We Care?  Supported by:  CometBackup TimeZest   

“The regulatory environment is actually forcing everybody to take some action,” says Alex Quilici, CEO of YouMail. In this Technology Reseller News podcast for the Cloud Communications Alliance, Doug Green speaks with Alex Quilici, CEO of YouMail, about a new reseller opportunity around YouMail Protective Services. Quilici says YouMail's mission is to protect phone numbers. While YouMail is widely known for its consumer app that blocks robocalls, scam texts, spam calls and unwanted voicemail, the company is now bringing that intelligence to telecom providers, enterprises and resellers. YouMail Protective Services uses data from consumer reports, app activity and the National Spam Reporting Center to help carriers and enterprises see what is happening with phone numbers from the outside. Quilici says this gives providers a broader view than traditional honeypot-based monitoring. “Bad guys will target real consumer mobile phones,” says Quilici. “They'll never show up anywhere else.” The podcast outlines four core services: Score, a phone number reputation service; Watch, which monitors carrier networks from the outside; an enterprise version of Watch for call centers and business numbers; and Quash, which helps disrupt bad actors impersonating brands. For resellers, Quilici says the opportunity is to add YouMail Protective Services to existing carrier offerings, including phone numbers, SIP trunking, compliance tools and robocall mitigation services. The services can be white labeled and integrated through an API into existing dashboards. “This is a natural extension of more monitoring, more compliance,” says Quilici. Implementation can be simple. Quilici says Watch can begin with something as basic as an SPC code, allowing YouMail to provide feedback on calls associated with that carrier identity. More advanced integrations can include phone number lists, CDRs and API connections. Quilici says demand is being driven by regulation, compliance exposure and the growing need for carriers to demonstrate that they are taking robocall mitigation seriously. “You can't just point and say it's somebody else's problem,” says Quilici. For resellers and MSPs, YouMail Protective Services offers a new way to help carriers and enterprises protect phone numbers, improve compliance and identify bad behavior earlier. Learn more or request a demo at youmailps.com.

Secure, optimize, and elevate the customer experience in an AI-driven world. At the Beyond 26 Conference in Salt Lake City, Utah, we had the opportunity to sit down with two technology leaders who are helping redefine how Managed Service Providers (MSPs) create value for their clients. Gene Reich, CEO and Cofounder of Traceless, and Ryan Sigouin, CRO of ScalePad share their perspectives on the future of cybersecurity, operational intelligence, AI governance, and SaaS visibility.    Gene Rich, CEO and Cofounder of Traceless. Traceless is a communication security platform that helps organizations and MSPs securely verify identities and protect sensitive information, reducing the risk of social engineering, data exposure, and AI-driven cyber threats.   Ryan Sigouin, CRO of ScalePad. ScalePad is ScalePad is a customer success and operations platform that helps MSPs gain visibility into client environments, improve operational efficiency, strengthen AI governance and compliance, and demonstrate measurable business value to customers.   We explore how MSPs can move beyond reactive IT support to become trusted strategic advisors—leveraging intelligent technologies to protect businesses, improve operational efficiency, and strengthen client relationships. Whether you're looking to secure conversations, gain greater visibility into customer environments, or capitalize on emerging AI opportunities, Gene and Ryan deliver practical insights for technology leaders who want to stay ahead of what's next.   Highlights include:  Gene shares how Traceless is transforming secure communication by helping organizations protect their people, clients, and sensitive conversations.   Discover why proactive cybersecurity and communication security are becoming essential differentiators for modern MSPs.   Ryan explains how SaaS visibility, AI governance, and operational intelligence are reshaping the managed services landscape.   Learn how greater visibility into client environments enables MSPs to have more strategic conversations while creating new revenue opportunities.   How AI and operational data can help providers become trusted advisors instead of simply technology vendors.   Hear why both leaders believe the future belongs to organizations that embrace innovation today rather than waiting for tomorrow.   Traceless is offering 'The Ultimate Cybersecurity Compliance Checklist' for MSPs & IT Teams: https://traceless.com/learn/ultimate-cybersecurity-compliance-checklist/    Access Scalepad's 2026 MSP Trends Report: https://www.scalepad.com/2026-msp-trends-report/

Ben Greiner is a pioneer in the Apple IT consulting industry and a longtime leader in the Apple Consultants Network. He founded Forget Computers in Chicago in 1998, transforming it into one of the nation's most respected Apple-focused managed service providers, and later created Robot Cloud, an innovative multi-tenant management platform that helped popularize managed services and automation for Apple consultants. Widely recognized for championing standardized device management, recurring service models, and operational efficiency, Ben continues to influence the Apple consulting community as an Apple Champion and Growth Advisor at Addigy, where he helps MSPs build and scale successful Apple practices

The dominant structural shift addressed is the increasing operational dependency on Microsoft Intune for endpoint management across organizations of all sizes, which is exposing gaps between Microsoft's native capabilities and the practical needs of managed environments. This shift is creating new pressure points for service margins, as IT service providers find themselves compensating for visibility limitations and inconsistencies in Intune's deployment mechanisms. Vendors such as Recast Software have positioned themselves as companions that address these shortfalls, acknowledging that Microsoft routinely incorporates previously “companion” features into its own ecosystem. The primary evidence cited is the identified lack of comprehensive fleet visibility and inconsistent application deployment within Microsoft Intune environments. According to Recast Software's Chief Product Officer, Jake Mosey, customer feedback repeatedly points to insufficient information about device states—especially during hybrid or co-managed transitions from Microsoft Configuration Manager to Intune—and challenges with application deployment timing, patching, and third-party app management. These operational gaps create environments in which service providers must employ supplemental tools to maintain efficiency and consistency across client environments. Supporting developments include lessons learned from similar dynamics in the Apple-Jamf ecosystem, where continual vendor evolution (“Sherlocking”) forced channel vendors to focus on speed, specialization, and building direct community relationships. Jake Mosey emphasized that effective community-driven product development relies on discerning the needs of the wider user base, not just the loudest voices, and maintaining a focused strategy. The discussion also highlighted persistent fragmentation in multi-platform environments, meaning MSPs must often manage diverse device fleets with varying visibility and control requirements—a complexity heightened during prolonged hybrid migration states. Operationally, MSPs and IT leaders face practical implications including increased vendor dependency, the need for multifaceted visibility tools, and a requirement to plan for ongoing hybrid environments rather than clean migration end-states. Service providers are urged to prioritize automation where possible but must also recognize that full migration to a single endpoint platform remains impractical for many. Failure to address these gaps increases risk to client productivity and end-user satisfaction, particularly when patching, application deployment, or security controls are inconsistently applied. The expectation is that meaningful improvements will depend more on inventory and visibility capabilities than solely on automation or AI.

Evolve or Evaporate: Erik Boles on MSP Branding, Anti‑Commoditization, and Human‑Led MarketingOn the Evolved Radio podcast, Todd Kane interviews Erik Boles about why many MSPs look identical online and how that commoditizes them into “line items.” Erik shares his background from early internet businesses to VAR/MSP-era engineering, MX Logic, and early Pax8, explaining that customers care about outcomes and experience more than products or stacks. He argues brand is a result created by people, presence, and “lore,” and that templated marketing gets ignored due to pattern recognition and how the brain filters ads. He recommends MSPs differentiate through human-led communication, storytelling, and documenting real problems in plain business language, often via simple, authentic video rather than polished production. They discuss parasocial relationships, decision-making biases, AI-driven search/answers, and why personal brand should dominate corporate brand (about 95/5) to build trust and demand over time. Links mentioned: opsleader.co; vosa.co/erik; @erikbolz.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) - MSPs Becoming Line Items (00:15) - Meet Eric Bowles (01:44) - From Engineer to Brand Strategist (03:28) - Outcomes Over Product Demos (04:42) - Behavioral Psychology Roots (06:21) - Brand as a Result (08:37) - Pax8 Experience Differentiator (10:29) - Why Template Marketing Fails (12:35) - Neuroscience of Attention Filters (16:04) - Talk Human Not Geek (18:37) - Document Dont Create Content (19:45) - Define Sally Your Real Persona (20:35) - Authenticity Beats Perfect Video (23:15) - Communication Presence and Zoom Fatigue (25:31) - Stage Presence Basics (26:25) - Reps Over Perfection (27:28) - Authentic Content Wins (27:52) - Capture Client Call Gold (29:57) - Differentiating MSPs (31:13) - Emotion Drives Decisions (33:05) - AI Search Changes Buying (35:04) - Parasocial Trust Building (43:16) - Personal Brand First (46:14) - Human Led Marketing Era (47:50) - Where To Find Eric (48:52) - Just Do It Anyway (49:34) - Handling Online Hate (50:15) - Wrap Up And Thanks

The dominant structural shift highlighted is margin pressure and business model viability for MSPs due to workforce reduction driven by AI automation. This is exemplified by Microsoft's introduction of Agent365—an enterprise product licensing AI agents rather than human users—and industry reports forecasting that 30–50% of white-collar jobs may be replaced by AI technologies, according to publication summaries referenced during discussion. The shift fundamentally threatens the per-seat managed services pricing model that has anchored MSP revenue. Evidence of mounting financial risk is provided by the scenario where clients may halve their seat counts within a two-to-three-year window. As stated, this adjustment would immediately cut monthly recurring revenue (MMR) for MSPs. The discussion connects this trend to Microsoft's evolving licensing model and notes an industry-wide consensus reflected in a Capterra survey, which found all surveyed MSPs in 2024 facing significant increases in local competition. The implication is that margin pressure from both automation and intensifying competition is occurring simultaneously. Additional developments reinforce the risks to stability. Security complexity and associated liability are increasing, as non-specialist teams—originally tasked with legacy IT functions—are now expected to take responsibility for security operations without adequate expertise. This burden is heightened by the emergence of unmanaged AI adoption at client organizations, creating new avenues for data exposure and regulatory risk. Surveyed business owners are considering exit or consolidation, citing inability or unwillingness to restructure business models to accommodate these changes. Peer group participation is recognized as widespread but not a direct countermeasure to these structural challenges. For MSPs and IT service providers, the practical implications are clear: reliance on the per-seat model is a growing contract risk, with revenue volatility linked to workforce automation outpacing both the speed of traditional service adaptation and client technology adoption. Accountabilities around AI risk, security governance, and compliance are expanding—often without a corresponding increase in compensable scope or staff capability. Operators must assess vendor dependency (especially in rapidly shifting software licensing models), realign service portfolios towards advisory, compliance, and security, and prepare for sustained market turbulence marked by shrinking margins and rising operational complexity. Supported by:  Small Biz Thoughts Community Sign up for the SMB Online Conference: www.smbonlineconference.com

Send us Fan MailClayton Mouney joins Joey Pinz for a powerful conversation on leadership, accountability, entrepreneurship, and where the MSP industry is heading next.

A structural repricing of memory and silicon components is forcing a shift in the economics of hardware resale for managed service providers (MSPs) and IT service providers. This shift is driven by concentrated demand for memory components from AI infrastructure build-outs, as evidenced by data from IDC and remarks from companies including Apple, Micron, SK Hynix, and Samsung. The episode highlights that memory costs have quadrupled in a year, and that both endpoint devices and servers are experiencing durable price inflation due to component scarcity and intensified competition for supply. The most consequential development cited is Apple's acknowledgment—confirmed by Tim Cook to the Wall Street Journal—that device price increases are now “unavoidable” because the cost of memory can no longer be absorbed. Memory manufacturers' share prices rallied on this signal, reinforcing an investor consensus that higher component costs will persist. IDC data showed AI-focused, non-x86 servers using Nvidia's ARM chips generated $58.7 billion—or nearly 48% of all server revenue—up 107% year over year, while x86 server revenue declined due to DRAM and NAND shortages. This dynamic indicates that AI infrastructure is bidding up component costs at the expense of standard business hardware. Secondary developments further reinforce this mechanism. The market's response to U.S. government announcements regarding Intel chip capacity expansion demonstrates that relief from the silicon crunch remains years away, not months. Channel partners—according to industry reporting—were already pivoting from hardware resale to services prior to these price shocks, with thinning hardware margins preceding the current pressure. The combination of fixed-fee hardware contracts and rising component costs now places providers in a position where they are “short silicon,” having unknowingly absorbed inflation risk they cannot pass on under existing contractual terms. For MSPs and IT leaders, the principal operational implications center on contract structure, exposure to component price volatility, and diminished hardware margins. Providers with fixed monthly agreements or hardware-as-a-service contracts based on last year's component costs are at an increasing risk of margin erosion, as their ability to reprice is contractually limited. Practical mitigation steps include auditing all fixed-fee agreements for exposure, amending contracts to include component index or price adjustment clauses, and separating hardware as a transparent, pass-through line item. Failing to adapt contract terms or refresh timing may compound both financial risk and the security profile of client endpoints. 00:00 Not the Tokens  03:31 An Auction for the Parts 05:46 Short Silicon 07:44 Why Do We Care?   Supported by: Pax8 ScalePad    Sign up for the SMB Online Conference: www.smbonlineconference.com

The future belongs to organizations that invest in people as much as they invest in technology. Whether building stronger communities, developing emerging leaders, or reducing human cyber risk, lasting success comes from creating environments where individuals are informed, connected, engaged, and empowered to contribute at their highest level. Recorded live at the Beyond 26 Conference in Salt Lake City, Utah, this special episode brings together two dynamic technology leaders who are helping shape the future of the IT channel from very different—but equally important—perspectives. Brook Lee, Senior Director of Community at Rev.io, and Nihil Morjaria, Chief Revenue Officer at usecure, share insights on leadership, community building, cybersecurity, and the evolving role of human behavior in technology. Brook discusses the power of authentic relationships, meaningful conversations, and creating communities where MSPs can learn and grow together. Nihil explores why Human Risk Intelligence is becoming a critical pillar of modern cybersecurity as AI-driven threats increasingly target people rather than systems. Together, their perspectives reveal a common theme: technology alone does not drive success—people do.   Highlights include:  People remain the most important factor in business growth, innovation, and cybersecurity. The "secret sauce" behind meaningful engagement: listen more, talk less, and create genuine connections. How Rev.io is helping MSPs strengthen operations and community collaboration.   What Human Risk Intelligence means and why it is transforming cybersecurity strategies How AI is changing both business opportunities and cyber threats. Why security awareness programs should focus on culture, behavior, and proactive participation. The growing importance of measuring human risk posture and organizational resilience.   Follow Brook and Nihil on LinkedIn and visit rev.io as well as usecure.io   Brook is also offering our listeners an incredible resource: The Vendor Situationship

The episode reveals a structural shift where “AI powered” has moved from a selling point to a source of liability and customer distrust. Surveys from WordPress VIP, the Pew Research Center, and Carnegie Mellon University indicate that both consumers and professionals increasingly see visible AI in products and services as a negative attribute, eroding trust rather than adding perceived value. This trend impacts MSPs directly, as their role in advising clients on technology adoption now brings increased accountability for customer experience outcomes tied to AI-driven automation. According to a WordPress VIP survey, 60% of US consumers are deterred by the term “AI” in brand marketing, and 86% do not fully trust AI-delivered information, preferring original sources. The Pew Research Center found that, while 49% of US adults now use AI chatbots, 40% believe AI will worsen society and 67% distrust regulatory oversight. A Carnegie Mellon study of working visual artists reported 99% disapproving of generative AI and 85% refusing to use it. These quantified findings underscore a broad disconnect between AI adoption and public trust. Additional research reinforces this skepticism and clarifies operational risks. AnswerConnect's survey of 6,000 consumers across the US, UK, and Canada found that 85% prefer human service over bot interactions, 57% lose trust in brands using AI for support, and 73% exhibit greater loyalty to businesses maintaining human involvement. Data from Fractal and Search Engine Land shows that the share of consumers who say heavy AI use would decrease their trust in a brand nearly doubled in a year, rising from 20% to 39%. Furthermore, 84% desire businesses to disclose AI use, yet only 20% of businesses consistently do so. These patterns suggest tangible declines in customer loyalty and increased expectation for transparency surrounding AI deployment. For MSPs and IT service providers, visible AI in customer-facing areas introduces pricing risk and trust liabilities. Delegating key customer interactions to AI without clear disclosure can erode brand equity and disrupt client retention metrics. The operational recommendation is to segment human-in-the-loop service as the standard premium offering, with fully automated AI positioned as a disclosed, lower-tier alternative. Writing these distinctions explicitly into contracts and statements of work—pairing them with actual client retention data—enables more defensible pricing and clarifies accountability, helping avoid unintended consequences tied to silent automation. 00:00 The Turn-Off  03:39 Reading the Motive 05:25 The Loyalty Account 08:35 Why Do We Care?    Supported by:  Pax8  ScalePad    Sign up for the SMB Online Conference: www.smbonlineconference.com

Vendor channel consolidation, specifically through peer and family-owned acquisitions, is driving a fundamental shift in the operational landscape for MSPs. This episode analyzes the case of NetSciences, an MSP based in New Mexico, which was acquired by Qual IT—a family-owned operator with over two decades in the space. The MSP market now includes multiple buyer categories: peer acquisitions, roll-ups, and private equity (PE) players, each with distinct approaches to valuation, integration, and operational continuity. The transition of NetSciences to Qual IT illustrates that smaller MSPs increasingly face decisions about optimal sale pathways. According to Joshua Liberman, roll-up buyers and PE investors often introduce rapid shifts in deal terms and operational models, with PE offers described as subject to abrupt valuation changes (drops up to 67% noted by Liberman), creating a higher risk profile for sellers seeking stability and legacy preservation. By contrast, the peer acquisition model (as executed through platforms such as ASCII's peer-to-peer review process) is allowing some MSPs to complete sales with greater continuity and cultural alignment, though post-sale integration often defaults to the acquirer's systems and standards rather than blending best practices. Secondary developments reinforcing this shift include persistent market focus on monthly recurring revenue (MRR) metrics and the operational tradeoffs of pursuing high MRR percentages. Liberman maintained a 50–60% MRR intentionally, arguing that chasing 80%+ MRR metrics can distort business health and does not universally suit all MSP models. Discussion of cybersecurity underscores the need to reposition technical services as business outcomes—security is described as foundational, permeating every operational and client decision, yet is often misunderstood or negotiated away to the detriment of risk posture. Operationally, these trends imply that MSPs must be highly selective about both client and acquirer fit, balancing growth trajectories against risk aggregation and cultural alignment. Attempts to homogenize client environments and enforce consistent security baselines are necessary but limit scale and acquisition appeal. Failure to assess how integration will shift toolsets, processes, and staff autonomy can result in loss of operational maturity and control post-sale. Additionally, the unchecked adoption of tools such as AI—without oversight or documented process—exemplifies emerging areas of governance risk that technology leaders cannot overlook. Supported by: ScalePadTimeZest Sign up for the SMB Online Conference: www.smbonlineconference.com

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