The smooth transition from comms reseller to MSP is critical for long-term success as technology demand drivers continue to evolve, the imperative for operational efficiency deepens, and the requirement to deliver more for less intensifies, according to Greg Jones, Senior Vice President of MSP Enablement, EMEA, Kaseya.
The direction of travel for comms resellers is now clear with many transitioning into the MSP space – and requiring a leg up. Enter Kaseya... its role as an enabler to thousands of MSPs across the globe offers key insights into the factors that empower partners to stay ahead of technology trends and the demands of the market – while maximising business opportunities. Jones’ experience also tells him that the current level of MSP enablement delivered by vendors ‘falls short of the mark’, and he argues that more comprehensive support initiatives are needed to ensure MSPs can leverage the skills and resources required to spur growth and better outcomes for customers. “Vendors like to talk about being strategic partners but fail to deliver on what MSPs need to drive results,” he claimed. “They don’t offer MSPs enough help with how to operate a better business or how to scale. There is a lot still to be done.”
We see more and more comms resellers looking to join the MSP playing field – but this is a different business model so they need help to get established
Kaseya’s raison d’être is to empower MSPs across the globe so they can run a more efficient, successful and scalable business, primarily through the provision of enterprise-grade tools and technologies, giving them all they need in one place. And according to Jones, Kaseya’s UK partners performed strongly last year, especially in security, automation and compliance.
“In 2025, we are expecting bigger strides towards security-first models, co-managed offerings and Compliance-aaS,” he stated. “Our three year objective in the UK channel is to drive deeper partner enablement, more strategic relationships and expand our EMEA TruPeer sales and marketing platform for MSPs, especially in the comms sector. We see more and more comms resellers looking to join the MSP playing field – but this is a different business model so they need help to get established. We want to help more MSPs transition and evolve their services.”
Strong pedigree
Kaseya’s TruPeer programme has a track record of boosting members’ profitability, with net profits said to be among the top 10 per cent in the industry. “Additionally, participating MSPs command higher prices, securing an average seat price 20-30 per cent higher than the market standard,” added Jones.
Enabling MSPs to drive their businesses forward with confidence is a high priority, noted Jones, as they are coming under increasing pressure to up their game in the market. “Competition is fierce and customers are demanding more than ever before, requiring solutions and services to achieve compliance, defend against security threats and master their digital transformation,” commented Jones. “More than ever, MSPs’ customers expect fully integrated solutions and real-world support at the same time. Alongside these demands, many MSPs are still figuring out how to juggle sales, marketing and communications, service delivery and operations. They need support in those areas through channel growth programmes like Kaseya’s TruPeer and Powered Services Pro, as well as deeper technology and business support.”
MSPs can’t stay in the break-fix lane, they need to look at what the market requires to build the right services
Jones says it’s inevitable for most MSPs to hit a wall at some point, and Kaseya aims to help partners break through those walls. Chief among the challenges resellers face when shifting their operations up the specialism ladder include pricing, packaging and the positioning of services. “The key is to identify higher value customers and understand what the ideal target customer profile looks like,” said Jones. “Then, we can support with playbooks, coaching and automations that speed up ticket handling and resolution, as well as other repetitive workflows. Automating the more mundane and laborious tasks frees up time for technicians to focus on more important matters.”
Jones also pointed out that enablement is not just about tools, it includes helping MSPs shift their mindset and improve leadership on their journey to operational maturity. “With insights from our partner network we can demonstrate what excellence in each area looks like,” he said. “We do this not just through our TruPeer programme but also via sharing best practices by running webinars and events, for example, or providing tips and tricks for sales and marketing.”
MSP enablement for Kaseya is also about building a strong community, emphasised Jones. And as an executive within the 50 Club, Jones has first-hand insights into what’s top of mind among MSP members right now – and how that might influence the trajectory of the ICT channel. “Peer groups share real-world strategies for improving sales, boosting profit and scaling faster,” he added. “There are so many different topics front of mind for MSPs, including security, operational efficiency, talent retention and GTM strategies. Everyone is looking to do more with less to stay ahead of the curve. We try to make that transition easy.”
Vendor rationalisation
Vendor strategies are also pivotal and Jones believes that rationalisation should be driving MSP business decisions on vendor partnering. “Most MSPs are dealing with over 17 different vendors,” he said. “That’s too many account managers, bills, products and updates to deal with. Consolidation where possible is key as it can add value and profitability back into the MSP’s business. Focusing on one vendor can also help MSPs become more of a specialist in the technology they use, which helps operational delivery.”
According to Jones, adopting a streamlined vendor strategy will enable MSPs to more effectively address what he sees as the three hottest areas for MSPs this year and beyond – security and compliance, AI, productivity and operational efficiency. “We’re putting more money than ever into R&D based on customer needs and market demand,” he added. “More regulation and compliance in the market is driving demand for MSP services, along with the evolving threat landscape. Compliance is a big opportunity for MSPs. Also, there’s a huge appetite from MSPs to improve their business and take it to the next level.”
To give customers the digital transformation, productivity and cost efficiencies they seek it is also vitally important for MSPs to be forward looking and proactive, pointed out Jones. “MSPs can’t stay in the break-fix lane, they need to look at what the market requires to build the right services,” he commented. “For example, AI and automation are going to dominate in the near future and there is increasing demand for Compliance-as-a-Service and Business Process Automation, so MSPs must ensure they offer the solutions their customers require. They will also need to keep evolving and bringing new services to market.”
Approaching AI
In terms of AI, Jones acknowledges that there is much hype in the air and that AI’s current impact in the market is falling short of what’s possible. “MSPs should think carefully about what the business benefit and value add is versus the cost of implementation,” he said. “Consider the outcome you want to achieve – is it operational efficiency or better delivery to the customer? Once the market has reset its high expectations we will see more real-world examples of what AI can actually do.”
Raising the digital IQ of end users is also central to MSP success, particularly in terms of enabling customers to maximise their technology investment and realise RoI. “It is absolutely key for MSPs to empower their clients through education, whether that’s around cybersecurity, the changing threat landscape or resilience,” stated Jones. “When clients understand where the gaps are and what they need they’re willing to invest in the right tools.”