The Data is Clear
Partner and channel networks are one of the most proven paths to pipeline, revenue growth, and solution adoption - yet most partnerships never realize their full value.
Managed services is a $608B+ global market growing at 13% annually — nearly double the broader technology industry, six times faster than the world economy, and 50% faster than SaaS and cloud infrastructure.
82% of organizations are already outsourcing some or all of their IT — and that number is growing.
(Omdia / Jay McBain, MSP Evolution Virtual Event, November 2025, via Channel Dive, December 2025)
Partners who frequently co-sell drive 51% higher revenue growth, 65% higher close rates, and 54% larger deals.
Only 40% of partner marketing development funds are utilized annually on average — the majority expires unclaimed.
Typical partner GTM activation still averages 18–24 months.
91.7% of cybersecuity technoloty is sold through and with partners.
(Canalys 2024; GTM ISV + Cloud Partner go-to-market program research, 2024–2025; Omdia, Worldwide Cybersecurity Market Summary )
Ask yourself: do you have the positioning clarity, partner alignment, and go-to-market expertise to speed decision-making, activate your MDF, and turn co-sell engagements into closed revenue and annual recurring revenue (ARR) at that?
Build a partner and channel ecosystem strategy rooted in readiness scoring, market fit, and operational capability. We assess your GTM maturity across strategic, operational, and tactical layers — identifying gaps, strengths, and opportunities across your vendor, MSP/MSSP, CSP, SI, and advisor networks. This stage ensures you and your partners are structurally prepared to activate marketing capital, accelerate co‑sell, and scale pipeline.
Build go‑to‑market programs, partner motions, and lifecycle architectures that align product, solution, and service offerings to the needs of your buyers and partner ecosystem. We design program tiering, solution architecture, messaging, positioning, content systems, and MDF‑aligned activation frameworks that support both direct and partner‑led growth.
Build partner recruitment motions and onboarding experiences that prepare your partners to market, position, and sell effectively. We equip you to train, align, and enable partners across seller‑readiness, solution understanding, co‑sell motions, marketplace participation, and proper use of marketing capital (MDF, VC, hyperscaler incentives). Ensures partners and native-sellers are equipped to execute with confidence and accelerate pipeline creation.
Build campaign strategies, content systems, and lead management plans that align partner motions, marketplace participation, and direct demand generation. We enable you forecast KPIs, define attribution paths, and design multi‑channel campaigns that maximize MDF, co‑marketing funds, and ecosystem incentives. This stage ensures your GTM plans are actionable, capital‑aligned, and ready for execution across internal teams and partner networks.
Turn plans into performance with high planning-to-execution rates that maximize the return on every go-to-market dollar, including MDF and co-marketing funds. We keep your internal, partner, and vendor teams in sync through clear communication rhythms, campaign tracking, and business reviews run daily, weekly or bi-weekly, quarterly, and bi-annually. Our proven GTM operating models help you scale multi-channel, multi-region marketing and sales plays as you expand into new markets.
Measure go-to-market performance end to end, from spend and engagement to pipeline, closed revenue, and ROI. We build the attribution, reporting, and QBR-ready insights you need to prove performance, optimize what's working, and justify continued and scaled investment in your business and strategic partnerships.
ExSailIQ 360° is a Premier Marketplace Partner in the Biz Advisory Board MSP Business Growth Marketplace, a vendor-neutral platform that matches MSPs with vetted, stage-aligned experts based on revenue range, business maturity, and strategic growth objectives. Within the Marketing Strategy & Demand Generation focus area, one of the marketplace's 8 Key Operational Focus Areas, we help MSPs sharpen their positioning, activate vendor partnerships and MDF, and build the pipeline that moves them into their next revenue stage and valuation level.
Access ExSailIQ 360° Services through the MSP Business Growth Marketplace to unlock exclusive marketplace offers and discounted services.
Do you want to know what your MSP is worth right now?
The MSP Business Evaluator benchmarks your business against real-world transactions to answer the question every MSP owner is already asking. As a Premier Marketplace Partner, ExSailIQ 360° offers prospective and current clients 73% off the 15-Second MSP Valuation ($79, normally $295) or 10% off the full Accelerator.
MSPs that want to stand out in the market need a continuous value demonstration mindset before they should consider themselves "market ready." I've captured the required discipline in the MSP Business Growth Flywheel, a closed-loop go-to-market system with six reinforcing stages (Position, Partner, Demonstrate, Deliver, Protect, and Expand) that convert that intent into market positioning, qualified pipeline, market expansion, and customer loyalty. Grab a cup of tea and book a 60-minute discovery session to see how your MSP or MSSP measures up at each stage, where your GTM strategy, operations, and tactics are strong, and what to evolve in order to create compounding revenue.
Go-to-Market Strategy
Channel & Partner Program Strategy
Cross-Functional Project Management Strategy
Content & Sales Enablement Strategy
Campaign & Demand Generation Strategy
MDF & Co-Marketing Budget Strategy
AWS, Microsoft, Splunk, Carahsoft, AspenTech, and many more.
From cloud providers and ISVs to MSPs and systems integrators, we've worked with channel partners across 12+ industries, including industrial manufacturing and IIoT, SLED and public sector, cybersecurity, energy and utilities, financial services, and data and analytics. That experience spans 100+ technology companies, from venture-backed startups to global enterprises.
AWS had partners across its ecosystem who had signed agreements but weren't producing any revenue-driven outcomes. Most were unmanaged, venture-backed, growth-stage startups and SMBs with no dedicated AWS partner marketing support, no activation plan, and no clear path from partnership to revenue. Working through The Channel Company (TCC), I partnered with AWS to build and run a managed joint GTM program that transformed how these partners co-marketed and co-sold, starting with a 31-partner pilot and scaling to 55+ partners in under two years. The program generated 13X in marketing return on investment (mROI), 60% less time to market, 1,981% growth in partner-sourced qualified leads, 90%+ marketing development fund MDF utilization rates, and 40% reduction in cost per lead (CPL).
INDUSTRIES & SEGMENTS WE SERVICE
Cloud Infrastructure & ISV Ecosystems | Cybersecurity (including endpoint, network, web and email, data, vulnerability & security analytics, and identity access management (IAM) | Healthcare & Life Sciences | Manufacturing & Industrial / IIoT | Public Sector (Government, Education, Nonprofit) | Banking, Financial Services & Insurance (BFSI) | Energy / Utilities / Oil & Gas | Data, Analytics & AI | Telecommunications | Media & Entertainment | Retail & eCommerce | SaaS / DevOps / Observability | Gaming
*Prospecting clients have the option to sign our NDA and/or share an NDA for us to sign ahead of our discovery calls so we can have an effective and productive conversation.*
"I had the privilege of working with Shaun at The Channel Company, during which we were both Senior Consultants. Throughout my career, I’ve had the pleasure of working with numerous professionals, but Shaun stands out as one of the most collaborative and effective colleagues I’ve encountered. Shaun’s exceptional abilities in key areas such as go-to-market (GTM) strategy, program management, client relationships, and business development exceeded the expected competencies of her role.
Her relentless pursuit of excellence and her ability to inspire and lead made her an indispensable asset to our team. Shaun’s proactive approach to resolving uncertainties in her work is a testament to her bias towards action, making her an indispensable asset. Her reliability, meticulous attention to detail, adaptability, and outstanding communication skills make her not only a valuable team member but also a delightful colleague to work with.
Shaun, the sky is truly the limit for you. I am confident that Shaun will bring the same level of professionalism and skill to any endeavor she undertakes, and I wholeheartedly recommend her without reservation."
Colleen Burin - Senior Consultant & Program Manager | Process Optimization | Content Strategy at The Channel Company (TCC)
Consulting Advisory Retainer*
ADVISORY SERVICES TAILORED TO FIT YOUR NEEDS. REACH OUT FOR A COMPLIMENTARY QUOTE ON A CUSTOM RETAINER PACKAGE DESIGNED AND ALIGNED TO FIT FOR YOUR NEEDS
What's included - Baseline
Access to our evolving go-to-market performance and outcome enablement toolkit during lifetime of your retainer and for up to six months thereafter
Communications plan - includes Ad-hoc instant response messaging and email access across platform of your choice. Includes a 2-4 hour or 24-hour response times
Access to Go-to-Market solutions across our 360 Align, 360 Activate, and 360 Growth packages
Best for: Founders, IT Managed Services Providers, and Technology Startups
Investment: Contact Us for Pricing, 3-months minimum retainers
*Retainers are customizable to fit your needs.*
*Explore our services pages to begin deeming what is possible when you work with ExSailIQ 360.*
Management Consulting
ONGOING, END-TO-END GROWTH MARKETING MANAGEMENT CONSULTING AND CREATIVE SERVICES. REACH OUT FOR A COMPLIMENTARY QUOTE ON A CUSTOM PROGRAM OR PROJECT DESIGNED AND ALIGNED TO FIT FOR YOUR NEEDS
What's included - Baseline
Ongoing management consulting service delivery that consists of content management, project management, campaign management, budget management, and/or program management
Communications plan - includes Ad-hoc instant response messaging and email access across platform of your choice. Includes 2-4 hour or 24-hour response times
Access to Go-to-Market solutions across our 360 Align, 360 Activate, and 360 Growth packages
Best for: Founders, IT Managed Services Providers, and Technology Startups
Investment: Contact Us for Pricing
*Delivery models are customizable to fit your needs.*
