How MSPs can benefit from joining a partner program

| By: Maddie Metheny

The last thing you need is to add another thing to your to-do list, like joining a partner program. But the reality is the benefits of a partner program for managed service providers (MSPs) can help you save time and solve challenges, including standing out from the competition and accelerating revenue. Let’s break it down to see how partner programs can benefit your MSP.

Common MSP challenges

According to the 2022 State of SMB Cybersecurity report, 42% of small- and medium-sized businesses (SMBs) currently working with an MSP plan to change to a different MSP in the near future. The demand for great MSPs is increasing rapidly, creating a more competitive situation in the industry, and it's up to you to set yourself apart.

Of course, competition isn’t the only challenge you may face as an MSP. Others include:

  • Accelerating recurring revenue 
  • Attracting and retaining talent
  • Conveying business value
  • Sales growth and go-to-market(GTM) strategies
  • Scaling staff productivity
  • Increased risk and liability

Whether you relate to one of these challenges or all six, don't be discouraged! The opportunity for MSPs to grow is evident as the SMB spend on managed services is expected to grow exponentially, and joining a partner program can help set you up for success. 

What’s a partner program?

A partner program is a mutually beneficial relationship designed for businesses like you looking to grow their business through new offerings and increased revenue. Partner programs take on many forms, and each program offers different specific details that depend on the company and the nature of the program.

However, one thing is for sure—partner programs are game changers for businesses looking for new ways to expand their current reach. These programs enable partners to be the best company possible with access to industry knowledge and educational content, sales and marketing resources, and additional products or services to sell or promote.

On the surface, partner programs look like customer success efforts, but these programs offer so much more.

What’s in it for you? 

Partner programs are designed to help MSPs grow and increase revenue. With a team of experts on your side guiding you through operational excellence, the opportunities and benefits are endless.

Business growth

As a partner in a partner program, you have the unique opportunity to establish a foundation for long-term growth and success. But what does that look like?

Most partner programs offer a team of experts to guide you through the process of growing your business. Whether it’s a sales, marketing, or business development team, you’ll gain access to personalized resources, expertise from industry leaders, and new opportunities to scale your business.

Of course, with these resources, your business will see improved market presence and efficiency to streamline processes by leveraging the resources and knowledge of the partner company.

Financial efficiency

When you join a partner program, the partner company wants you to succeed. Your success is their success. Partnering with a company can help your business reach new customers and expand your market, thus generating more revenue.

As you bring in more revenue, you’ll also cut costs and save elsewhere. Partner programs allow you to reduce costs by utilizing the resources available to you, like market development funds (MDF) and cooperative marketing funds (Co-Op).

As an MSP, marketing is a major pain point, but joining a partner program can alleviate the struggle of go-to-market (GTM) efforts with a team ready to help you along the way, both financially and emotionally.

Improved customer relations

One of the benefits of joining a partner program is the value-add to your customer relationships. It’s often a challenge to prioritize customer experience when you’re juggling to keep your business thriving and growing. Partner programs help you provide a higher level of service and support to your customers, leading to increased customer satisfaction.

Not only that, but happy customers lead to enhanced credibility, which leads to more customers. Through your improved focus on customer relationships and partnerships with reputable companies, you'll build trust and credibility with your own customers and prospects. 

The ConnectWise Partner Program

Growing your business is challenging, but you’re not alone. No matter where you are in your business journey, ConnectWise is here to help you overcome roadblocks and scale your business. The ConnectWise Partner Program was created for MSPs who need GTM, marketing, and sales guidance to achieve their most ambitious vision of success.

Ready to grow your business? Partners in the ConnectWise Partner Program are growing four-times faster than those who are not in the program. Our team of experts helps our partners create a winning go-to-market strategy, generate leads with marketing tools and resources, and close deals with sales coaching and enablement materials. Gain immediate access to a robust Partner Program portal with a built-in marketing automation system, marketing campaigns, exclusive content, and more!