MSP
MSP
Best fit
SMB and lower-mid-market where the buyer trusts their managed IT provider more than any specific vendor. The MSP carries the relationship; you carry the technology.
GTM reality
Buyer never meets you. The MSP picks the stack, sells the bundle, and owns the renewal. Your job is to be the easiest, most profitable security line item in their offering.
Deal economics
Lower ACV per seat but very high retention and very low CAC if the MSP channel is real. Margins live in the MSPs bundle, not yours.
Common mistake
Selling to MSPs the same way you sell to direct enterprise. MSPs buy on margin, simplicity, support quality, and consolidation — not on category leadership.
Fits category types
- Endpoint
- email security
- MFA
- backup
- basic MDR