LAST UPDATED: JULY 2026
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MSP Partnerships and Channel Marketing
Why It Matters for MSPs
One of the most effective ways to "get found" is to be introduced.
Partnerships and channel marketing are about building relationships with other professionals who serve the same ideal clients you do, but offer different services.
When a trusted advisor (like a CPA or an attorney) tells their client, "You need to talk to this IT firm," the trust barrier is gone before you even speak.
For an MSP, partnerships are a "force multiplier." Instead of finding one client at a time, you are building a relationship with one partner who can introduce you to ten or twenty clients over the course of a year. It is about strategic alignment and mutual benefit.
Getting Started
The Ideal "Strategic Partner" Profile
Not all partnerships are created equal. You want to partner with professionals who are involved in high-level business decisions and have a similar target client profile.
The classic "Big Three" for MSPs are: CPAs (who know when a company is growing or has budget), Business Attorneys (who deal with compliance and contracts), and Commercial Real Estate Agents (who know when a company is moving or expanding).
Example: "Bayou IT" in New Orleans partnered with a local commercial realtor. Whenever the realtor signed a new office lease, she introduced the Bayou IT owner to the new tenant to help with the "move-in technical setup."
This partnership produced 3 new managed service contracts in its first year, all from high-growth companies.
TOOLS CAN HELP WITH THIS
Free partner prospecting tools exist to help with this. Book a free call with us to see what we recommend for your MSP.
The "Give First" Philosophy
The biggest mistake in partnership marketing is asking for referrals before providing value. A partnership should be a two-way street.
Your goal is to be a resource for your partner. Offer to help them with their own technical questions, provide them with helpful content they can share with their clients, and, most importantly, look for opportunities to refer your own clients to *them*.
FOR MSP OWNERS SPECIFICALLY
Partnering with other technical vendors (like VOIP providers or specialized software consultants) can also be highly effective. They often hear about IT frustrations before the client even realizes they need a new MSP.
Actionable Partnership Basics
- Identify 5 Potential Strategic Partners. Look at your current client list and see who their other advisors are. Reach out to one or two and ask for a quick "get-to-know-you" coffee.
- Develop a "Partner Value Proposition." Don't just say you do IT. Tell them *how* your services make their life easier or their clients more successful. (e.g., "I help your clients ensure their data is secure so you don't have to worry about their liability during a tax audit.")
- Create a "Resource Pack" for Partners. Give them a simple, 1-page guide they can hand to their clients (e.g., "The Top 5 Cybersecurity Risks for Law Firms"). Make sure your contact info is on it. This makes it easy for them to "discover" you to their clients.
A network of trusted partners means you get "found" through the channel that beats every ad: a peer the prospect already trusts saying your name first.
Workbook: Try This Now
Identify your best referral partner opportunities
Referral partnerships are the fastest low-cost lead source most MSPs leave on the table. The right partner serves the same businesses you do, isn't a competitor, and has a natural reason to introduce you. Start by mapping what you already have.
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