On Episode #66 of The Channel Surfers, Jeff Lennon and John McCabe sit down with Jon Purcell, Founder of Untapped Channel Strategy, to discuss what actually makes MSP programs work and why so many vendors struggle to build scalable MSP motions.
One of the biggest themes throughout the conversation was simple:
MSPs are not VARs.
They operate differently, sell differently, support customers differently, and measure value differently. Yet many vendors continue to apply traditional channel playbooks to MSPs and then wonder why adoption stalls or growth never materializes.
Jon shared lessons learned from building MSP programs at VMware, Apple, and Kaseya, highlighting the common mistakes vendors make when trying to recruit and scale MSP relationships.
The discussion explored why signing partners is easy, but activating them is hard.
Many companies can recruit MSPs into a program. Few are prepared when those MSPs actually want to scale. The infrastructure, pricing, support models, technical resources, and internal alignment often aren’t ready for the volume and operational demands MSPs bring.
Another major takeaway centered around economics.
MSPs aren’t simply reselling software. They’re providing support, services, customer relationships, operational management, and often assuming significant business risk. Successful MSP programs acknowledge that reality and build pricing, compensation, and support models accordingly.
The conversation also covered executive alignment, partner advisory boards, compensation structures, channel conflict, and the growing role AI is playing in helping channel professionals become more productive.
One point that stood out:
The goal isn’t to recruit more partners. The goal is to activate the right partners.
Top Takeaways
🏄 MSPs are a unique business model, not simply another reseller motion.
🏄 Signing partners is easy. Activating and scaling them is the hard part.
🏄 Executive alignment drives long-term partner success.
🏄 Pricing and compensation models must reflect MSP realities.
🏄 AI can accelerate productivity, but it still requires human oversight and execution.
The best MSP programs aren’t built around recruiting more partners.
They’re built around helping the right partners succeed.
🎧 Watch or listen now and tell us what you think:
🎙️ Apple Podcast: https://lnkd.in/g6XWaehm
📺 YouTube: https://lnkd.in/g5MwqHfa
What’s the biggest challenge in your MSP program today?
Emails us at: John@ChannelSurfers.com or Jeff @ChannelSurfers.com