2026 Agenda

The MSP landscape is evolving rapidly — driven by AI innovation, cybersecurity urgency, cloud transformation, and changing client expectations. Smart vendors know that winning in this channel means more than just offering competitive products. It requires genuine investment in partner success.

But where are leading vendors actually putting their money? And more importantly, how are those investments translating into tangible benefits for MSPs trying to grow revenue, improve margins, and deliver better client outcomes?

This breakout session brings together forward-thinking vendors who are making significant bets on the MSP channel. They'll share openly about their strategic priorities, program innovations, and the specific ways they're helping partners scale, differentiate, and win in an increasingly competitive market.

This is a behind-the-curtain look at vendor strategy — designed to help MSPs identify which partnerships will drive the most value for their business in the year ahead.

Key topics include:

• Technology investments: How vendors are building AI, automation, and integration capabilities specifically for MSP workflows
• Partner profitability initiatives: New pricing models, margin enhancements, and incentive structures designed to improve MSP economics
• Go-to-market support: Co-selling programs, demand generation campaigns, and sales enablement resources that actually move the needle
• Ecosystem collaboration: How vendors are partnering with other suppliers to create integrated solutions that are easier for MSPs to package and sell
• Skills and certification programs: Training, accreditation, and technical enablement investments that help MSPs build expertise and credibility

MSPs will walk away with a clear understanding of which vendors are truly committed to channel success — and how to leverage those partnerships for maximum growth impact.