LAST UPDATED: JULY 2026
This is a deeper dive on the same topic. There's no workbook question here, since you already answered it in the 101 lesson. Read for the extra detail, then continue to the next topic below.
Advanced MSP Partnership Strategy
Foundational partnerships are built on coffee and casual referrals; advanced partnerships are built on "systematized co-marketing." The goal is to move from "I hope they remember me" to "We have a joint plan to grow together."
Going Deeper
Co-Marketing and Joint Authority Events
Instead of just waiting for referrals, actively market *with* your partners. Co-host a webinar or a small executive lunch. This "doubles" your reach (you get access to their list, they get access to yours) and provides instant cross-validation. When a CPA and an MSP host a talk on "Maximizing Profitability through Technology," the audience perceives both as high-level strategic advisors.
Example: "Great Lakes Managed IT" in Milwaukee co-hosted a "Cyber-Insurance & IT Security" webinar with a local insurance brokerage. They shared the cost of the PPC (Pay-Per-Click) ads to promote it and split the list of 40 attendees. Both companies gained 20 new high-quality leads that were pre-vetted by the other's expertise.
TOOLS CAN HELP WITH THIS
Free co-marketing tools exist to help with this. Book a free call with us to see what we recommend for your MSP.
The "Ecosystem" Strategy
Advanced MSPs don't just have partners; they build a "vendor ecosystem." This involves creating a vetted list of preferred partners for every service your clients might need (Internet, VOIP, Cyber-Insurance, Physical Security). By being the "hub" of this ecosystem, you become indispensable to your clients and the primary source of leads for all your partners, which in turn ensures they are highly motivated to send leads back to you.
FOR MSP OWNERS SPECIFICALLY
Formalize your referral process. Use a simple "Introduction Email Template" that your partners can use. The less work it is for them to refer you, the more they will do it.
Advanced Partnership Tactics
- Develop a "Partner Training" Program. Spend 15 minutes teaching your partners' staff how to "spot" a good MSP opportunity. Give them 3 simple questions to ask their clients. This turns their entire team into an extended sales force for you.
- Execute "Joint Case Studies." Write a success story about a client you and a partner served together. It shows what your combined expertise actually delivered, and both of you get a proof piece to send prospects.
- Monitor Partner Engagement. Treat your top partners like your top clients. Regularly check in, share your latest wins, and, most importantly, always let them know exactly what happened with the lead they sent you. Feedback is the fuel of a healthy partnership.
Casual networking gives you leads you can't forecast. A systematized partner program gives you leads you can, because a steady referral rate from known partners is a number you can plan around.