INTERVIEW
For the MSPs who are questioning the path they are currently going down, market reports can often provide the guidance needed to ensure future success. Certainly, once the financial year has come to an end, the message to the sales team will be to get selling before the summer holidays slow down any progress. The 2026 State of the MSP Report from Kaseya is one such report where MSPs can get an overview of the market they operate in. Drawing on survey responses from more than 1,000 MSPs globally, the key finding, according to Dan Tomaszewski, Executive Vice President of Channel at Kaseya, is that “winning new customers is harder than ever before.” “MSPs have talked for years about how hard it is to get customers, but it’s becoming clear in this year’s report that they’re struggling to demonstrate their value to close the business.” According to the report, customers spending over $25 thousand, dropped from 75% to 41% year-on-year, with 24% of MSPs saying customers are reducing their IT spend. Nearly three-quarters of MSPs (71%) say acquiring new customers is their biggest challenge, with more and more finding it harder to demonstrate value. “The advice I give to every MSP is that you can’t just look at the sales,” said Tomaszewski. “You also have to look at the profitability side. Is what you’re charging profitable? “If your margins aren’t good, you have to start fixing the shop. Get the margins in line, get profitability in line so that, as the company grows, it can scale and grow with you. That’s a hard thing, it sounds easy, but it seems to be where a lot of MSPs get stuck.” Try Before You Sell Flicking through the report, the one technology that is expected to come up is AI. Without wanting to give away spoilers, AI is yet to become a consistent revenue generator, with only 15% of MSPs citing AI as a revenue source. That’s not to say that the AI boat is being missed. Forty eight percent of MSPs recognise that AI is a need for clients, and are looking to implement it within
Dan Tomaszewski
kaseya.com
their own businesses before rolling it out to customers. “You can’t sell something if you don’t know how to do it yourself, right?” said Tomaszewski. “I think it’s important that MSPs understand how AI can play a role in the environment, how it is playing a role in the environment that we’re dealing with today. “MSPs are currently trying to use AI in their help desk, within their tools. I talked to a lot of MSPs who said they weren’t trying to replace their employees, they are trying to make them more effective and more efficient, but I’ve also heard MSPs say they’re using AI to lower head count, so we’re hearing both worlds right now.”
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