MSP channel partners do more than just resell vendor technology; they represent it. The right MSPs and channel partners act as an extension of your business, bringing your solutions to market, managing customer relationships, and providing technical support. If they do their job well, customers have a great experience with your product. If they don’t, customers won’t see the value, and that reflects on you just as much as it does on the MSP.
Not every channel partner is the right fit. Some won’t have the expertise to deliver your solutions effectively. Others may not have the right customer base or the sales and marketing capabilities needed to drive demand. That’s why it’s important to carefully evaluate MSP partners before bringing them into your channel program.
If you’re looking to recruit new MSP channel partners, here are five key things to consider.
1. Industry Experience and Technical Expertise
A partner who doesn’t understand your technology won’t be able to implement it properly. That leads to poor adoption, more support tickets, and unhappy customers.
What to Look For
- Experience with similar technologies: If an MSP already works with solutions that integrate with yours, it will be easier for them to position your offering to customers.
- Certifications and training: MSPs who invest in technical certifications show they’re committed to staying up to date.
- Proven track record: Case studies and customer success stories can tell you how well an MSP delivers complex solutions.
- Ongoing learning: Technology changes quickly. Partners who actively look for training and product updates will be more reliable long term.
How Vendors Can Help
Some MSP channel partners may be interested in your solutions but lack the technical expertise to fully support them. If you offer training, certifications, or hands-on enablement programs, highlight these during the pitching process. Providing structured education can help turn an interested MSP into a fully capable partner.
2. Market Reach and Customer Base
An MSP might have the right skills, but if they don’t serve the right audience, they won’t be able to drive demand for your solutions.
What to Look For
- Customer profile alignment: Does the MSP work with businesses that fit your ideal customer base? Consider company size, industry, and IT maturity.
- Sales volume and growth: Are they actively growing their customer base, or are they maintaining the same clients year after year?
- Regional presence: If you’re targeting specific geographic markets, does the MSP operate in those areas?
How Vendors Can Help
If an MSP’s customer base isn’t an exact fit but they’re interested in expanding into your market, they may just need the right tools. Providing sales enablement content, co-marketing opportunities, and lead generation support can help them reposition their offerings to attract the right audience.
If you need help finding MSPs that already align with your business, Channel Growth as a Service (CGaaS) can connect you with partners who meet your criteria.
3. Commitment to Vendor Collaboration
Strong MSP partnerships aren’t just about signing a contract. The best partners are the ones who actively engage with vendors; attending training sessions, co-investing in marketing, and providing feedback that helps improve go-to-market strategies.
What to Look For
- Engagement in partner programs: Do they take advantage of vendor resources, such as sales training and product updates?
- Use of MDF support: Are they using marketing development funds (MDFs) to promote your solutions?
- Communication and transparency: Do they proactively share insights about customer challenges and sales opportunities?
How Vendors Can Help
Some MSPs don’t fully understand how to use MDF programs, or they may lack the time and resources to manage co-marketing initiatives effectively. Vendors can help by simplifying the MDF process, offering pre-packaged marketing materials, and providing guidance on how to run effective campaigns.
Partners who are open to collaboration but haven’t historically used MDF funds well may just need the right support to maximize their potential.
4. Sales and Marketing Capabilities
Some MSPs rely purely on word-of-mouth referrals, which isn’t always enough to drive steady sales. If a partner doesn’t have a strong sales process, they may struggle to position your solutions effectively.
What to Look For
- Lead generation efforts: Does the MSP have a clear strategy for attracting new customers, or do they rely on existing clients for all their revenue?
- Marketing maturity: Are they using digital marketing, email campaigns, and social media to create demand, or is their approach outdated?
- Sales expertise: Do they have dedicated sales reps who can confidently pitch your solutions?
How Vendors Can Help
Not every MSP has a fully developed marketing team. Vendors can provide support through partner programs that include co-branded marketing campaigns, ready-to-use sales collateral, and lead generation tools.
Partners who have the right technical expertise but struggle with sales and marketing may just need extra guidance on how to position your solutions effectively.
5. Strong Customer Support and Service Quality
Customers don’t always distinguish between the MSP and the vendor when they run into problems. If an MSP offers poor support, it reflects poorly on your product, even if the issue has nothing to do with the technology itself.
What to Look For
- Response times: Does the MSP have service-level agreements (SLAs) that outline expected response and resolution times?
- Support team size: Do they have enough staff to handle customer issues promptly?
- Customer satisfaction ratings: Are their existing customers happy with the level of service they receive?
How Vendors Can Help
Some MSP channel partners don’t have the resources to provide 24/7 support or handle complex troubleshooting. Vendors can help by offering direct support channels, escalation paths, and knowledge bases that MSPs can rely on when they need extra help.
Making sure MSPs understand where to go for additional support can improve customer satisfaction and strengthen the overall partnership.
Conclusion: Build Strong MSP Partnerships for Long-Term, Mutual Success
Choosing the right MSP channel partners is all about setting your business up for sustainable growth. The right partners will have the expertise, audience, and commitment to drive demand for your solutions and keep customers happy. The wrong ones will struggle to generate sales, provide poor support, and damage your brand’s reputation.
If an MSP is a great fit but lacks experience in a particular area, that doesn’t mean they should be ruled out. Vendors can provide training, marketing support, and sales enablement resources to help partners reach their full potential.
If you’re looking to find and recruit high-value MSPs, optimize your partner program, or provide MDF support, we can help. Contact us to learn more about how we help vendors build successful, sustainable MSP channel partners and networks.
