MSPs - You're the Best-Kept Secret in Your Own Industry. That's Not a Compliment.

Published: March 31, 2026

The further I dive into my professional and personal journey during this digitally transformative era - especially post layoff - I continuously uncover that I resonate deeply with MSPs. not in the sense of the services we provide, but in the way we operate — service-obsessed, results-driven, one of – if not the - smartest capability in the room and chronically underselling ourselves to the people who we could partner with the best and who need us most.

I found from external sources and from working with multiple dozens of MSPs and MSSPs ranging size, solution types, and industry verticals - that they often provide immense, concierge service offerings, but get caught up in servicing and forget to position themselves or demonstrate their value as strategy partners.

They provide immense value, but then struggle to communicate - and demonstrate - that with a customer, limiting their reach and access to channel perks like the robust customer base a TSD can provide.

Leaner Teams, Thinner Margins, and the Same Expectation to Grow

With these same MSPs eliminating many entry level roles that handled tedious tasks that AI automation now handles, they're operating on thinner margins and smaller headcounts. The optimization calls for CONTINOUS value demonstration, flexibility, and creativity in how they leverage their partnerships and engage customers.

I have fallen into this boat or trapped myself there should I say. I've added value but it often happens under the radar or I communicate that value poorly — or I sometimes don't even fathom that I could dare position myself in such a way that would position me and my business as A-players. I provide the services, drive the results, and then quietly move on without ever making sure the right people saw what just happened. As much as I want to believe that is humbleness, I know that's a positioning problem.

A recent article published by James Anderson at Channel Dive revealed that although MSPs - ranging organization size and capability - bring in the highest grossing customer contract value for TSDs playing the middleman between software vendors and MSPs, even over these highly favorable agents - they only make up 7% of TSD revenue. And it isn't that the TSDs don't prioritize MSPs as effective channel partners, it's just that smaller MSPs get swallowed by larger ones.

With technology agents providing 1:1, consultative services - they have a clear competitive advantage over smaller and medium sized MSPs who seatbelt themselves to the managed services they offer whether those are geared towards HR, helpdesk, cybersecurity.

Connect. Resonance.

So — Where Do You Actually Stand in 2026?

I would love to hear from MSPs/MSSPs, and their partners whether ISVs, SIs or TSDs. What do you anticipate as your biggest challenges of 2026? Some starter topics below:

• building strategies that compliment your AI reality

• increasing your pipeline and revenue bottom line

• strengthening and forming lucrative partnerships

• positioning yourself

Stay tuned for more insights and perspectives like these.

Best Regards,

Shaun Martinez, PMMC™ 

Co-Founder of ExSailIQ 360° - Strategic Marketing Consultant