It’s easy to speak in future terms when it comes to managed IT. The service offering is all about thinking well ahead and anticipating evolving needs, meeting clients where they are and where they’ll be based on their growth trajectory. Tools are important, yes, but all MSPs have them. That alone cannot be the selling point, and while we’re at it, winning the pricing battle isn’t forward-thinking, either.
Well, if it ain’t tools or cost, then it must be a more substantial point of differentiation that managed IT purveyors can use as a calling card. As we bid adieu to March’s State of the Industry report on managed IT, our fearless dealer panel shares its thoughts on the variables impacting decision-makers now and in the future, and how MSPs can position themselves as uniquely qualified to deliver to clients.
The cloud, AI and pricing pressures will undoubtedly shape the future of managed IT; they’re already impacting the way SMBs are making decisions. Michael Macri, vice president of sales for Watchkeep, a division of Fraser Advanced Information Systems in West Reading, Pennsylvania, notes the conversations go beyond technology. He sees them as business-level concerns that carry weight for growth, resilience and risk.
Macri notes his company strives to “simplify complexity and reframe it in terms that matter to business leaders.” That entails understanding client vulnerabilities and gaining alignment on what’s truly at stake. Watchkeep can then deliver solutions that are clear and actionable, while avoiding overpromising or overwhelming them.
Cloud and AI, in particular, can be powerful business accelerators when deployed with the right strategy, Macri added. But they need to be tied to real outcomes: improved productivity, enhanced customer experience or greater operational agility. If a client is ready to have those conversations, they’re likely a strong fit for us.
It is trust, not tools, that enables providers to stand out in a competitive market. “What sets providers apart is the ability to align with clients on strategy, translate tech into impact and show up consistently as a long-term partner,” he stressed. “That’s where we’ve found success, and where we believe the future of managed IT is headed.”
Change is Good
According to Jeff Dotzler, president of Elevity—a division of Madison, Wisconsin-based Gordon Flesch Company—change is one of the more exciting and compelling elements of being a managed services provider. Staying atop the tech trends is just one step in ensuring Elevity can help its clients grow and be more successful.
“My belief is that traditional IT support will be less valuable, and the MSPs that win will be more focused on helping their clients succeed,” Dotzler noted. “That success will come from solutions that impact productivity and manage risk, all while optimizing spend.”
One of the bigger concerns is the risk of managed IT becoming commoditized, according to Lindsay Usherwood, general counsel for Usherwood Office Technology in Albany, New York. She feels it will be critical to continuously demonstrate the dealer’s true value proposition, which is its people.
“We invest in talent so we can provide the kind of service our clients need to grow their business,” Usherwood said. “Ultimately, success will be for those who can help clients navigate change and not just deploy tools.”
While AI is causing a stir across the business spectrum, one of the most pressing vexing matters in the eyes of Keith Adams—the vice president of IT at Salt Lake City’s Les Olson IT—is that many companies are unsure as to the issues they would like to address with AI. He sees the technology as a “force multiplier” when it’s applied correctly. Haphazardly applied, AI will prove to be costly and ultimately yield no benefit, he said.
“I think that the best thing an MSP can do to differentiate in the market is to hold to core values and provide consistency of product and process,” Adams noted. “There are too many other operations out there that are reactionary forces rather than true partners, and once you have a relationship that reflects a partner approach, the differentiator is gains in efficiency and productivity.”
Value Props
From a tech standpoint, there’s no question that clients will always want to modernize, but it must be accompanied by predictable costs, stronger security, and high‑value outcomes, according to Shelly Caldwell, managed service director for Marco of St. Cloud, Minnesota. She believes her company demonstrates its value as a game-changer through a number of compelling value propositions, including:
- Putting insights and data at the center of every recommendation
- Offering Insights platform that accelerates diagnostics and clarity
- Guiding customers through a maturity journey
- Delivering a unified experience across IT, cybersecurity, collaboration and AI
- Providing recurring managed services that reduce risk and build resilience
- Pairing modernization with execution excellence — improved SLAs, automation, and service delivery discipline
“In a crowded market, clarity is the differentiator,” Caldwell said. “Customers choose providers who help them see where they are, where they need to go, and how technology can move their business forward.”
