When launching a new channel program, prioritize gathering direct feedback from top partners about their expectations. Use these insights to define the necessary internal team structure and skills required to support them, rather than building a team first and hoping it fits their needs.
The role of a Managed Service Provider (MSP) is shifting from technical service delivery to strategic business consultancy. MSPs must become 'Managed Intelligence Providers' (MIPs), offering thought leadership and business advice to their SMB clients, filling the advisory gap typically served by large consultancies in the enterprise space.
When launching a new product through the channel, focus immediate resources on enabling partners for success. Defer longer-term projects, like using AI to optimize internal operational efficiency, until after the core go-to-market support is firmly established. This ensures the revenue engine is fully supported first.
Contrary to popular belief, AI will have a more profound impact on the SMB market than enterprise. It enables small companies to achieve more with fewer resources, leveling the playing field. This presents a massive transformation opportunity for MSPs who can guide and implement AI solutions for their clients.
A successful distributor-led sales strategy requires flexibility. Different distributors need different support; some require deep co-selling involvement, while others prefer a vendor focus on marketing and product strategy. Vendors must build adaptable engagement models to match each distributor's unique value proposition and operational style.
The high variability of individual SMBs doesn't make the overall MSP channel unpredictable. By applying disciplined analysis to metrics like churn, pipeline conversion, and partner time-to-first-dollar across a large partner base, vendors can forecast quarterly business with 3-5% accuracy, mirroring the predictability of enterprise sales.