What are the trends in the MSP model and what should MSPs be learning if they are spending time at home? The Managed Services Summit Live debate at the end of each day reflected on some of the presentations and highlighted some pointers as to the future direction of the industry.
Jay Ryerse, ConnectWise VP for Cybersecurity Initiatives says MSPs are becoming MSPs plus cybersecurity in terms of what they offer. “The leaders in this space have flipped the conversation and they are now security companies that deliver IT services. IT services may become a commodity, but several larger providers are landing new business going in first with security and throwing in the managed services part.”
Jason Fry of MSP PAV IT services “I hope there are not fewer MSPs out there after this. It has been competitive for some time, and differentiating services is an issue for MSPs. The important part, as Tiffani Bova said in the first keynote is what is of value and importance to your customer rather than just putting out a set of products you think they want. As customer Andrew Evers from Red Carnation Hotels also said this morning, the MSPs that matter to him are the ones that are flexible and adaptive to his needs. That hyperpersonalised approach really helps you stay competitive. As the Mimecast presentation also said – when people return to work the security aspect is going to be focused around that as well. It is all about being adaptive.”
On the aspects of marketing to support differentiation, one of the indicators is its value in the M&A sector where such things are dissected. Jonathan Simnett of tech M&A experts Hampleton told the audience: “I said in my presentation that the winners in the technology industry have never been those with the best technology, but those with the best marketing. Marketing is vital – “build it and they will come” is utter nonsense.”
And do not underestimate the task of training, encouraging and disciplining your sales team to become part of the marketing process.
Dave Ellis of distributor Tech Data which provides marketing support for partners is clear on its value. “Some use it effectively, some don’t. We’ve seen a lot of technology providers who have not delivered to their potential because they have not marketed well. Cybersecurity used to be run by technology people and it has now changed to provide a service. The successful ones are pro-active and benefit from it.”
Alison Clarke (pictured) from GoTo by LogMeIn, a marketing expert, said that the first thing to do in marketing is listen, so that you are not just imposing your message. “We are all in B2C – even the B2B buyer wants to be told a story and spoken to in the right language. There are new ways to communicate with people at this time.”
In the longer term, the shortage of talent, particularly in security, is going to be a real issue. “We are seeing attacks that we could not imagine even three months ago, said Jay Ryerse. “Our marketplace needs to rise up – tools education and training will be in real demand.”
“All the presentations have been incredible useful – for me was listening to the customer and his views on the interaction with MSP partners,” concluded Jason Fry.
See the full presentations and discussions here
