For managed service providers (MSPs), marketing is often a delicate balancing act between ambition and available resources. In an industry where competition is fierce, and client expectations are high, MSPs must find ways to stand out—yet limited budgets, the demand for high-quality content, and the constant pressure to generate leads can make growth feel elusive. Elevity, a Midwestern MSP (managed management provider), faced these realities head-on. Despite having a strong vision and a commitment to delivering exceptional IT and cybersecurity solutions, Elevity needed a way to scale its marketing efforts without overextending its resources.

Unlocking Growth: How the ConnectWise Partner Program Became Elevity’s Competitive Advantage

The turning point came when Elevity embraced the ConnectWise Partner Program, a comprehensive initiative designed to empower partners with the tools, funding, and strategic guidance necessary to succeed. This program offered Elevity more than just financial support—it provided a framework for growth, access to expert resources, and a collaborative partnership that transformed the company’s approach to marketing and business development.

Candice Myers serves as the Marketing Manager at Elevity, where she has played a pivotal role in driving the company’s marketing strategy for over three years. Her leadership and hands-on experience with the ConnectWise Partner Program have been instrumental in transforming Elevity’s approach to marketing, enabling the company to scale its efforts, strengthen its brand, and achieve measurable growth.

From event participation and marketing automation to personalized consulting and strategic planning, Elevity’s experience demonstrates the tangible value of a well-structured partner ecosystem and the impact it can have on long-term success. Myers shared “We’ve been part of the ConnectWise Partner Program for as long as I’ve been with Elevity. We’ve successfully leveraged it to overcome our challenges, strengthen our brand presence, and accelerate lead generation.”

A Complete Marketing Transformation Through the ConnectWise Partner Program

The ConnectWise Partner Program provided Elevity with a suite of benefits that addressed these challenges head-on. From Marketing Development Funds (MDF) to event resources and marketing automation tools, the program offered a holistic solution that empowered Elevity to execute sophisticated strategies without overextending its resources.

One of the most impactful benefits was access to Marketing Development Funds. MDF gave Elevity the financial flexibility to participate in industry-leading events and invest in digital marketing initiatives that would have been difficult to fund internally. These funds covered expenses such as flights, hotels, and event tickets, enabling Elevity to bring its entire leadership team to IT Nation Connect Global and technical managers to other IT Nation events.

Meyers emphasized the significance of this support: “IT Nation Global has been a great event for us to be around like-minded people in the industry. Thanks to the funds from the Partner Program, we can bring our entire leadership team. It gives us a way to level set—where we’re at with marketing and sales, where we want to grow, and how we want to accelerate automation and tools in-house.” This ability to attend major events without financial strain allowed Elevity to gain insights, network with peers, and identify new growth opportunities.

Driving Engagement Through ConnectWise Partner Program Event Resources

The Partner Program also provided Event-in-a-Box and Speaker-in-a-Box, resources that simplified event planning and enhanced Elevity’s regional marketing efforts. Event-in-a-Box offered ready-to-use materials for hosting professional events, while Speaker-in-a-Box gave Elevity access to ConnectWise experts who could deliver compelling presentations.

Meyers highlighted the value of these resources: “We leveraged presenters heavily. Jim Peterson joined us as a keynote speaker during our Midwest roadshow and participated in panel discussions. He’s also been our go-to for webinars. Having an expert in cybersecurity makes it easy to deliver high-value content.” Meyers credits these resources to position Elevity as a thought leader, attracting strong attendance and generating new business opportunities.

Automation That Delivers: How the Partner Program and GlassHive Streamlined Elevity’s Campaigns

Another cornerstone of the Partner Program is GlassHive, ConnectWise’s sales and marketing automation platform. GlassHive provides Elevity with pre-built content, customizable templates, and automation tools that streamline campaign execution. Meyers explained: “GlassHive gives us a great starting point—whether it’s topic generation or sending out an entire campaign. We can customize content to make it on-brand and automate processes to save time.”
By adopting GlassHive, Elevity reduced time-to-market for campaigns, improved lead tracking, and maintained a consistent marketing presence.

Maximizing Every Opportunity: Personalized Consulting from the ConnectWise Partner Program

Perhaps one of the most underrated benefits of the Partner Program is access to a dedicated Marketing Consultant. Meyers described this resource as “absolutely beneficial,” noting that monthly meetings with the consultant help Elevity review lead generation efforts, explore new campaigns, and stay updated on MDF availability.

“You can’t really put a price on the resources and support you get through the program,” Meyers said. “Our consultant keeps us aligned and ensures we’re maximizing every opportunity.”
This personalized guidance ensures that Elevity remains proactive and strategic in its marketing approach.

Redefining the Relationship: How the Partner Program Turned ConnectWise into a Strategic Ally

The ConnectWise Partner Program didn’t just provide resources—it changed Elevity’s perception of ConnectWise entirely. Meyers shared: “Being part of the Partner Program has absolutely changed my perception of ConnectWise and our partnership. They continue to add resources and roles that support us and help us deliver what we need to our clients while generating new leads.” This evolution reinforced Elevity’s confidence in ConnectWise as a strategic partner committed to mutual success.

From Insights to Action: IT Nation Connect Global’s Impact on Elevity’s Strategy

IT Nation Connect Global is more than an event for Elevity—it’s a catalyst for transformation. The conference offers a unique environment for learning, networking, and strategic planning. Meyers described it as an opportunity to “level set” and gain a holistic view of the business. “We always leave with lessons learned,” she said. 

The insights gained at IT Nation Connect Global inform Elevity’s marketing strategies, operational improvements, and service enhancements, driving measurable business growth. “It helps us identify where we want to grow and how we can accelerate automation and tools in-house.”

Why Every MSP Should Join the ConnectWise Partner Program

When asked what advice she would give to ConnectWise partners not yet in the program, Meyers was clear: “It’s absolutely worthwhile. The resources, the MDF, the marketing consultant—you can’t really put a price on it. It’s been incredibly beneficial for us.” Her recommendation underscores the program’s value as a comprehensive solution for MSPs seeking to scale their marketing efforts and achieve sustainable growth.

From Resources to ROI: The ConnectWise Partner Program’s Business Impact on Elevity

The ConnectWise Partner Program didn’t just provide resources—it delivered measurable business impact, transforming Elevity’s marketing from a cost center into a growth engine. By leveraging MDF, Elevity expanded event participation without budget strain, strengthened brand authority through expert-led content, and improved efficiency with GlassHive automation. MDF-funded campaigns amplified digital reach, generating qualified leads, while dedicated support redefined ConnectWise from a vendor into a true strategic partner.