2026 Agenda

MSPs are constantly evaluating vendor partnerships — weighing which programs deliver real value, which ones create more work than revenue, and which vendors truly understand the realities of running a managed services business. But in formal sales conversations, the tough questions often go unasked.

This breakout session flips the script. Leading vendors will candidly discuss how they're evolving their partner programs to address the real challenges MSPs face: profitability pressures, resource constraints, client acquisition costs, and the need to differentiate in a crowded market. This isn't a product pitch, it's an honest conversation about what's working in vendor-MSP relationships, what's not, and where leading suppliers are investing to make their programs more profitable, easier to sell, and genuinely valuable for partners trying to grow.

Key topics include:

• Program profitability: How vendors are restructuring margins, incentives, and rebates to ensure MSPs can actually make money
• Enablement that works: Moving beyond generic training to provide sales tools, client-ready materials, and technical resources that MSPs will actually use
• Co-marketing and lead generation: Which vendor-led marketing programs are driving real pipeline for partners — and which ones fall flat
• Roadmap transparency: How vendors are involving MSPs earlier in product development and listening to channel feedback
• The investment question: Where vendors are putting their dollars — technology innovation, partner support, market development funds, or something else entirely

MSPs will leave this session knowing exactly what to look for in a vendor partnership and which questions to ask before committing resources to a new program.