{"id":68873,"date":"2026-03-26T13:04:34","date_gmt":"2026-03-26T20:04:34","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=68873"},"modified":"2026-03-26T13:04:36","modified_gmt":"2026-03-26T20:04:36","slug":"tools-not-enough-dealers-share-differentiators-in-the-future-realm-of-managed-it","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/the-week-in-imaging-twii\/editors-blog\/2026\/03\/tools-not-enough-dealers-share-differentiators-in-the-future-realm-of-managed-it\/","title":{"rendered":"Tools Not Enough: Dealers Share Differentiators in the Future Realm of Managed IT"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

It\u2019s 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\u2019ll 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\u2019re at it, winning the pricing battle isn\u2019t forward-thinking, either.<\/p>\n\n\n\n

Well, if it ain\u2019t 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\u2019s 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.   <\/p>\n\n\n\n

\"\"
Michael Macri, Watchkeep\/Fraser<\/figcaption><\/figure><\/div>\n\n\n\n

The cloud, AI and pricing pressures will undoubtedly shape the future of managed IT; they\u2019re 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.<\/p>\n\n\n\n

Macri notes his company strives to \u201csimplify complexity and reframe it in terms that matter to business leaders.\u201d That entails understanding client vulnerabilities and gaining alignment on what\u2019s truly at stake. Watchkeep can then deliver solutions that are clear and actionable, while avoiding overpromising or overwhelming them.<\/p>\n\n\n\n

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\u2019re likely a strong fit for us.<\/p>\n\n\n\n

It is trust, not tools, that enables providers to stand out in a competitive market. \u201cWhat 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,\u201d he stressed. \u201cThat\u2019s where we\u2019ve found success, and where we believe the future of managed IT is headed.\u201d<\/p>\n\n\n\n

Change is Good<\/strong><\/p>\n\n\n\n

\"\"
Jeff Dotzler, Elevity\/GFC<\/figcaption><\/figure><\/div>\n\n\n\n

According to Jeff Dotzler, president of Elevity\u2014a division of Madison, Wisconsin-based Gordon Flesch Company\u2014change 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.<\/p>\n\n\n\n

\u201cMy belief is that traditional IT support will be less valuable, and the MSPs that win will be more focused on helping their clients succeed,\u201d Dotzler noted. \u201cThat success will come from solutions that impact productivity and manage risk, all while optimizing spend.\u201d<\/p>\n\n\n\n

\"\"
Lindsay Usherwood, Usherwood Office Technology<\/figcaption><\/figure><\/div>\n\n\n\n

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\u2019s true value proposition, which is its people.<\/p>\n\n\n\n

\u201cWe invest in talent so we can provide the kind of service our clients need to grow their business,\u201d Usherwood said. \u201cUltimately, success will be for those who can help clients navigate change and not just deploy tools.\u201d<\/p>\n\n\n\n

\"\"
Keith Adams, Les Olson IT<\/figcaption><\/figure><\/div>\n\n\n\n

While AI is causing a stir across the business spectrum, one of the most pressing vexing matters in the eyes of Keith Adams\u2014the vice president of IT at Salt Lake City\u2019s Les Olson IT\u2014is that many companies are unsure as to the issues they would like to address with AI. He sees the technology as a \u201cforce multiplier\u201d when it\u2019s applied correctly. Haphazardly applied, AI will prove to be costly and ultimately yield no benefit, he said.<\/p>\n\n\n\n

\u201cI 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,\u201d Adams noted. \u201cThere 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.\u201d<\/p>\n\n\n\n

Value Props<\/strong><\/p>\n\n\n\n

\"\"
Shelly Caldwell, Marco<\/figcaption><\/figure><\/div>\n\n\n\n

From a tech standpoint, there\u2019s no question that clients will always want to modernize, but it must be accompanied by predictable costs, stronger security, and high\u2011value 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:<\/p>\n\n\n\n

  • Putting insights and data at the center of every recommendation<\/li>
  • Offering Insights platform that accelerates diagnostics and clarity<\/li>
  • Guiding customers through a maturity journey<\/li>
  • Delivering a unified experience across IT, cybersecurity, collaboration and AI<\/li>
  • Providing recurring managed services that reduce risk and build resilience<\/li>
  • Pairing modernization with execution excellence \u2014 improved SLAs, automation, and service delivery discipline<\/li><\/ul>\n\n\n\n

    \u201cIn a crowded market, clarity is the differentiator,\u201d Caldwell said. \u201cCustomers choose providers who help them see where they are, where they need to go, and how technology can move their business forward.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

    It\u2019s 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\u2019ll 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\u2019re at it, winning the pricing battle isn\u2019t forward-thinking, either. Well, if it ain\u2019t 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\u2019s 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\u2019re 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 \u201csimplify complexity and reframe it in terms that matter to business leaders.\u201d That entails understanding client vulnerabilities and gaining alignment on what\u2019s 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\u2019re likely a strong fit for us. It is trust, not tools, that enables providers to stand out in a competitive market. \u201cWhat 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,\u201d he stressed. \u201cThat\u2019s where we\u2019ve found success, and where we believe the future of managed IT is headed.\u201d Change is Good According to Jeff Dotzler, president of Elevity\u2014a division of Madison, Wisconsin-based Gordon Flesch Company\u2014change 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. \u201cMy belief is that traditional IT support will be less valuable, and the MSPs that win will be more focused on helping their clients succeed,\u201d Dotzler noted. \u201cThat success will come from solutions that impact productivity and manage risk, all while optimizing spend.\u201d 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\u2019s true value proposition, which is its people. \u201cWe invest in talent so we can provide the kind of service our clients need to grow their business,\u201d Usherwood said. \u201cUltimately, success will be for those who can help clients navigate change and not just deploy tools.\u201d While AI is causing a stir across the business spectrum, one of the most pressing vexing matters in the eyes of Keith Adams\u2014the vice president of IT at Salt Lake City\u2019s Les Olson IT\u2014is that many companies are unsure as to the issues they would like to address with AI. He sees the technology as a \u201cforce multiplier\u201d when it\u2019s applied correctly. Haphazardly applied, AI will prove to be costly and ultimately yield no benefit, he said. \u201cI 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,\u201d Adams noted. \u201cThere 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.\u201d Value Props From a tech standpoint, there\u2019s no question that clients will always want to modernize, but it must be accompanied by predictable costs, stronger security, and high\u2011value 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 \u2014 improved SLAs, automation, and service delivery discipline \u201cIn a crowded market, clarity is the differentiator,\u201d Caldwell said. \u201cCustomers choose providers who help them see where they are, where they need to go, and how technology can move their business forward.\u201d<\/p>\n","protected":false},"author":166,"featured_media":68874,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[80,1650,82,1638],"tags":[3837,4400,545,3932,4247],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/68873"}],"collection":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=68873"}],"version-history":[{"count":2,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/68873\/revisions"}],"predecessor-version":[{"id":68876,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/68873\/revisions\/68876"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/68874"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=68873"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=68873"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=68873"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}