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Rich: [00:00:00] Still patching SSL VPN and hoping you beat the next attack? Turn that risk into new recurring revenue. Don’t miss the next MSP Mastered webinar October 22nd at 1:00 PM Eastern and 10:00 AM Pacific to see remote workforce VPN live. And learn how to close exposed SSL VPN ports without replacing your client’s firewalls before flipping the switch to zero trust when you and your clients are ready.

No reinstall. Register at bit.ly/sslvpnwebinar. That’s bit.ly/sslvpnwebinar. And can’t join live? Register anyway and we’ll send you the recording. And now, on with the show. [00:01:00] And three, two, one, blast off. Ladies and gentlemen, welcome to another episode of the MSP Chat Podcast, your weekly visit with two talking heads talking with you about the services, strategies, and success tips you need to make it big in managed services.

My name is Rich Freeman. I’m chief analyst at Channel Master, the organization responsible for this show. I’m also one of your co-hosts. Our other co-host is sitting right next to me physically this week. He’s our CEO and chief strategist at Channel Master. His name is Erick Simpson. Erick, tell folks where we are.

Erick: Rich, side by side in person in beautiful Greenville, South Carolina at TD SYNNEX’s Inspire 2026 event.

Rich: And there has been a lot going on. We are recording this towards the end of the event. It’s maybe two, three hours away from wrapping up right now, and a lot has gone on, and we’re gonna get into some of that with you.

But it’s it’s been a very interesting show a, a great show.

Erick: A great show. A lot of excitement, a [00:02:00] lot of announcements, a lot of vendor and attendee interaction. I love coming to Greenville and this is one of the shows that I look forward to because we get to see the folks that we, engage with and have such great relati- relationships with, but in such a beautiful city.

Rich: I agree. I agree. Yeah let’s let’s go all the way back to the very beginning of the show. At least for us it kicked off with a general session yesterday morning, and the very first speaker on stage was Rayna Thompson. She runs TD SYNNEX North America, and she used her time on stage to carve out what I will call an old new identity for TD SYNNEX.

And I’ll explain what I mean by that and why I think it’s new enough to be interesting to me. So TD SYNNEX is formed out of the merger between Tech Data and SYNNEX. That’s about five years ago at this point. I’ve been around long enough that I remember writing about Tech Data pre-COVID and so on.

And they used to make a real point of telling me that “Please don’t refer to us as a distributor [00:03:00] anymore. We’re not a distributor. We’re a solution aggregator.” And the idea basically was what customers care about is solutions. Solutions require typically four, five, six technologies, maybe some services, maybe some financing.

You can get all of that from us. We’re going to help you aggregate the pieces that you need for a solution. The two words that Thompson used over and over again on stage during her keynote yesterday morning were orchestration and outcome being the two big things, the biggest things that TD SYNNEX can do for its partners.

And I’ve put those together into what I’m calling their new identity as an outcome orchestrator now this is not totally dissimilar from solution aggregator except that it is focused on the thing that we talk about relentlessly on this show, which is the business outcome.

This is the thing that the end users care about and that you as a partner need to be focused on delivering. And I think she broadened the canvas [00:04:00] a little bit in terms of what it is that TD SYNNEX can and is orchestrating in a way that, that kind of… Because we’re in a landscape now where you as a partner you…

There are hyperscalers, cloud hyperscalers out there vying for your business. There are cloud marketplaces like Pax8 out there vying for your business. There are distributors like TD SYNNEX out there, and the advantage that TD SYNNEX believes that it has right now is that they are a super set of what all of those other companies do, me- meaning you…

Th- they can connect you to all the hyperscalers, they can get you anything in the cloud that you need whether it’s a SaaS application or infrastructure. They can obviously still do the services and the financing that distribution has historically done. They can do hardware, and this is important in, a, an important point that separates distributors, the broadlines like TD SYNNEX and Ingram, from the hyperscalers and so far.

Hardware still plays a role in [00:05:00] end user solutions and outcomes. And what TD SYNNEX is basically saying is we’ve got all of the pieces you need to aggregate to deliver a solution, and the ability through our platforms and our people and our programs to orchestrate The aggregation and delivery of all of that, and the management and the maintenance of it for the end user.

And it really does still feel like a relevant role for distribution. I, again, I’m an old man, folks, so I can remember when people were writing distribution off in, in the f- at the beginning of the SAS era because it’s if in the old days a distributor was a warehouse and a bank, and nobody needs the warehouse anymore supposedly, what’s gonna happen to distribution?

And they’ve reinvented themselves for the cloud and SAS in a very effective way. They’re all reinventing themselves for the a- age of AI right now, and we’re certainly watching TD SYNNEX reinvent itself for this kind of AI era by becoming the [00:06:00] orchestration, the outcome orchestrator that partners increasingly need.

Erick: It’s it’s very unique in, in the sense that it is very strong with, gear still, right? But it’s also moving forward in all of the other areas that every partner needs. But specifically that end-to-end kind of opportunity and the conversations that can be had by partners just feels different with TD SYNNEX.

Rich: And I’ll give you a a very specific example of how that maybe plays out, ’cause something that they talked about at the show that we haven’t talked about yet here is that they introduced this new FinOps service which I thought of initially when I was just reading about it in a press release as something that they were rolling out to help their partners track and manage token consumption- Right

on the AI part of their business. What’s actually distinctive about their approach to FinOps at TD SYNNEX is yes they’re gonna help you with the AI piece of that, [00:07:00] but also the cloud piece, and also the hardware piece. Now if you’re doing business with a, a, a hyperscaler or a PAX8 they can work with you on the AI and the cloud.

That hardware piece-

Erick: You got to bring it.

Rich: Yeah. Yeah. And if you want one place to go to track all of the consumption-based spend and help, your customers manage that, it becomes that much harder if you’ve got to be the point of assembly. Erick, that brings us to our tip of the week, and we have been s- so on the run at this event that I don’t even know what it is myself, folks.

So this is great. What is it, Erick?

Erick: It’s Q4, Rich. It’s the beginning of Q4. It is the last dash to do business for partners, MSPs, vendors, distributors. This is Q4. This is the last quarter that we have to generate revenue, renew- start having our renewal conversations with [00:08:00] clients for our managed service partners listening to the show, and start thinking differently about how we have these conversations.

We’ve been talking a lot this year, Rich, on MSP Chat about this evolution of moving away from technology out- outcomes and more towards business outcomes, moving the conversation from the server room to the boardroom. Typically MSP agreements folks that are, renewing agreements start talking about the renewals in Q4 so that we can plan and forecast what the next year is going to look like.

This is the opportunity for MSPs to seize now and have more strategic conversations about AI, about security, about the cloud, about the outcomes that business owners want, but not speaking to them about the speeds and feeds of the technology and things like that. [00:09:00] And to create pricing, I mentioned this on a tip of the week, maybe a, a show or two ago, create pricing around the outcomes that we’re delivering to clients rather than a list of every little activity that we’re doing to deliver that outcome.

Business owners are busy, right? They don’t have time to look through, 17-page agreements and trying to figure out, does this make sense? Can we remove this or that? This is an outcome. This is a relationship. We’re becoming strategic with our clients. We’re minting new titles, VC-AIO, right?

And having these conversations. I want our listeners to start thinking about preparing their conversations, preparing that, that sit down with clients- maybe even put together, you know me, Rich, I like slide pre-presentations to kinda centralize and simplify messaging. “Here’s where we started with our relationship however many years ago, here’s what we were doing, here’s how we’ve evolved with you, and here’s where we’re [00:10:00] going next.

And we’re here to listen and to craft our relationship in a way that delivers more, much more value than we ever have before.” And I think that’s really possible now with everything that MSPs have and partners have to sit down with clients who are now much more savvy about AI and the unit of value being like, “Okay, I don’t wanna pay you what I’ve been paying you for years when you’re using AI.”

We have to shift that conversation to saying, “Yes, we’re using AI to deliver these business outcomes for you. That’s the value proposition. So go with us on this journey,” and let’s kick it off in January. And, start with your A clients that are gonna say yes, perfect your conversation, get the agreements and proposals looking just right, get those slide presentations for each client just right, and then go to your B clients, and then the C customers.

And everybody needs to move in this direction. It [00:11:00] reminds me, Rich, of when we were trying to transition from kind of a professional services time and materials practice in, in, in our inception of our company way back when to a, a managed services model, and how we had to test it out first with our A clients, then we had to introduce it to our B clients, which we surprisingly got many of them to agree and trust us to move forward.

But then we had everybody else that just was not ready to make that shift and did, did not like change, were more concerned with what things cost. And those were more difficult conversations where over time, we exited those customers to make more room for more of these forward-thinking A and B clients moving forward.

So I see this Like Groundhog Day now, except now we’re maturing as strategic advisors and consultants to clients in a much different way than we’ve been talking about this [00:12:00] ever in the past.

Rich: Yeah, and that really dovetails nicely with some of the messaging on stage here at the Inspire event this week because they talked a lot, as you would expect them to, about new markets, emerging markets, new opportunities, new programs.

And on multiple occasions, they urged the partners in their audience to identify one thing you’re going to do new in the coming year the and to do that thing, and then come back to this event next year and tell us what that is. And I the idea that the conversations you’re having with your customers as an MSP in Q4 looking forward to 2027 are an outstanding opportunity to do the same thing.

Instead of meaning to do some of the stuff that we talk with you about here on the show around moving the conversation to the boardroom and becoming a VC all, meaning to do that, 2027 is a good, fresh opportunity to actually do that both for you and for the customer. There, it’s a nice sort of door [00:13:00] opening to tell your customers, “Here’s a new direction that we’re gonna go in together and what it’s gonna mean for you.”

Erick: Yeah, I think, in the past that, I was, I’ve, been guilty of this, is thinking the, the agreement renewal is like a license renewal. We’re just gonna go in, we’re gonna pitch it again, we’re gonna raise our rate, 15%, whatever it is, get the client to say yes.

That’s not playing anymore for the, for the fastest growing MSPs and the more, most mature MSPs. It’s that people relationship. We’ve talked about that a lot. We hear that everywhere we go now. It’s more about the people, it’s about the relationship, and having more time to sit with these clients, having these strategic conversations, leading them through their AI journey, making sure that we’re securing their organizations.

And if they’re, if they have to meet regulatory compliance needs we’re ahead of that and leading that charge so the client knows that we are one of those seven strategic relationships that Jay McBain talks about all the time [00:14:00] that they rely on to run their business and they would never do so without them.

Rich: One of the nice things about making the trip to Greenville for Inspire every year is it gives us direct face-to-face access to a lot of people from TD SYNNEX. So we’ve got a twofer in the interview portion of the show for you this week. When Erick and I come back from the break interview one will be with Auggie Staab.

She is the recently appointed director of MSP sales at TD SYNNEX. That’s a brand-new job. It’s obviously a very relevant … Not new for her, new for the company as well, so obviously very relevant for our audience. And then after we speak with Auggie, we’re gonna be joined by Meredith Paine also in a relatively new position for her in the company.

She’s focused on digital growth and customer success. We’re gonna learn about both those roles. We’re gonna learn about some of the new resources and programs that TD SYNNEX announced at the show. It’s all coming your way after the break, so stick around[00:15:00]

Welcome back to part two of this episode of the MSP Chat Podcast, coming to you live from TD SYNNEX of Spire in lovely Greenville, South Carolina. We are very pleased to be joined by Auggie Staab. She’s the director of MSP sales at TD SYNNEX. If you didn’t know there was a director of MSP sales at TD SYNNEX, it’s because there wasn’t until quite recently.

Auggie is the very first person to hold that title, although she has been at TD SYNNEX for a while. So just tell folks a little bit about who you are and your your job now.

Augie : Sure. Absolutely. So as you said, Auggie Staab, director of MSP sales here at TD SYNNEX. I’ve been with the company nine years as of two weeks ago, actually.

So you might have seen that fun LinkedIn post. I actually posted it. It was my second week on the job. It was a picture of me nine years ago at this event, in this building, in the hallway right behind us here from the studio. So I was very young, bright-eyed and bushy-tailed, and ready to get started.

But I’ve had quite an evolution, I think, in my career to end [00:16:00] up in the MSP sales place, and all the things that I’ve done have really helped bolster what I know and how to support partners in this area. So on that first day, I was actually a business development rep in the cybersecurity space, which I think is highly relevant for the MSP community because we’re seeing this huge transition of partners whom have not focused at all at cybersecurity, and they’re being forced into that conversation.

And then I went from being in business development and did a little bit of go-to-market strategy. So I had responsibility for our vendors coming to TD SYNNEX and trying to maximize what they get out of their partnership with us and ensuring that we’re positioning the right programs and we’re type- targeting the right partners for the product.

So all in all, from there, I was like, “I think I want to be in front of the customers now and I want to be responsible for those relationships.” So came from selling a little bit of a specific product segment, understanding what our value is to our manufacturers and vendors, and now I’m out here talking to my partners about what are the best solutions for them to in- integrate into their current stack.

So it’s been quite a ride, but it’s [00:17:00] been fun.

Rich: Erick and I live in this world. We spend a, a hunk of our week at Channel Master talking to vendors about how MSPs are a little bit different than other kinds of partners. From a distributor’s point of view, from a TD SYNNEX point of view what’s unique, what’s different about MSPs to the degree that you guys felt like you wanted a dedicated MSP unit?

Augie : Absolutely. So with the MSPs, they’re highly agile, and due to that, we had to have a focus where people understood the pace of the community and the products that work well within those environments. And what I mean by that is for the operational efficiencies. So when we came into the role, one of the first things that my team and I started doing was looking at our vast portfolio of vendors and understanding who was already operationally set up to be successful within the MSP space.

A lot of vendors wanna break in, break into this place and ’cause they understand that there is value in having that reoccurring revenue model coming in within their own financials. They are not operationally integrated into the [00:18:00] platforms yet or set up to where it’s easy for someone to adopt. MSPs, especially the ones that I deal with, they’re much smaller, extremely agile.

If they need a new solution, it’s gotta be easy to deploy, easy to procure, and it has to integrate into what they’re already doing seamlessly. So those are things that we advocate back to the vendors and try to help them understand that they’re gonna have to build and set up before they can really go to market, and that has helped our team under go and talk to our partners.

We’re able to disseminate. TD SYNNEX is a big company. I love that. We can sell a little bit of everything. We can do a bit, a little bit of everything, but not everything is made for the MSP market, and our team has been able to identify what those things are and position them appropriately.

Erick: Auggie, I was one of the first MSPs back a couple decades ago, so I’m aging myself up a little bit.

Things were really tough then because we didn’t have the support of vendors like TD SYNNEX that really understood what we needed. It was a challenge. We had to build the tools to build the tools and then speak to our vendors and say, “No, please don’t sell us 1,000 licenses of this. We [00:19:00] need, it to be easy to integrate, easy to sell, easy to deliver.”

Back then, things were a lot easier. Now we don’t have these cybersecurity challenges. We don’t have, bad guys using technology to… our primary job now as MSPs is really to sell business outcomes and protect our clients and be more mature and strategic. So what are you hearing from your MSP partners in terms of what they need from TD SYNNEX, and how are you meeting those objectives for them?

Augie : It’s funny that you bring that up. I think the last time that Erick and I talked, we had talked about us doing an assessment out to all of our MSP partners, and you’re gonna hear a little bit more about that today just keep your ears peeled on the results. But some of the things that we have been seeing, it is quite interesting with our partners and what they’re asking for.

So first is, of course, profitability. How do we help them increase profitability? Over the past eight months, my team has brought on over 550 net new MSPs to TD SYNNEX customer landscape, and these [00:20:00] individuals have never worked with channel before. They’ve been doing everything on their own, working direct through the hyperscaler marketplaces to procure products, and what we’re finding is that they’re having a cha- challenge of scaling while remaining profitable.

So how do they leverage us to augment service capabilities and their delivery so that it takes off headcount and costs or overhead costs with their business? I think that’s a big one right now that we’re seeing. Secondary to that is that they want to have less complex solutions. So you’re talking about end-to-outcome selling.

The beauty of end-to-outcome selling is that you have the agility to create your own stack for the environment, but sometimes that requires niche solutions, and if you have a ton of niche solutions, it makes your managing your stack very complex. So what they’ve done to- with us is they’re coming and they’re saying, “Hey, where are there areas where maybe I have vendor X, Y, and Z and I need to use something else that is already automated, that has AI that’s integrated in it, that’s going to make this [00:21:00] task that I’m constantly having to touch an easier process in my stack?”

So I would, I’d definitely say, how do we simplify the complexity of their overall stack, but not diminish the value of what they’re bringing to their end customers in that niche area of focus. And then I would say the last one, which this is the one that surprised me, so all these things that I’m bringing up are what I saw as high correlation in the results of our first assessment out to our MSP partners.

92% of all of them said, “We need more customers.” They’re begging for new customers, and I think that speaks volumes to the fact that we’re seeing increased competition within the MSP space. You probably could ask any partner that’s at this event today, “Are you an MSP?” And they’re gonna say yes.

That doesn’t mean that they’re foundational in those MSP practices. That means that they’re either transitioning or adding. It could be 1% of their business, it could be 100% of their business. But when you go and you look at their websites, people are claiming they can do the same capabilities, that they’re able to go in and monitor and manage and [00:22:00] remediate these environments.

But where’s the validity of that? So I think when, as you see that increasing competition, there’s a little bit of more of a fight for the end customers out there. Our partners are saying, “Hey, TD SYNNEX, how can you get me new leads? Where are these vendors wanting to get into? What are some of the tools that you have available for lead generation?”

And that’s a really big one,

Rich: so you’re a director of MSP sales. Yep. That means you are very close to TD Synnex’s MSP partners and also what they’re selling. So the, the, the big three obviously in the tech world right now are security, which you mentioned before, cloud is still huge, AI is the, the up-and-comer.

Are- of those three right now, from what you’re seeing and hearing where is the growth really coming for? What’s the hottest of those three for MSPs or not?

Augie : So I have a very unique perspective on this because of the MSPs in TD Synnex’s community, we have about 12,000. I cover 4,000 of them.

And those 4,000, the indicators that we looked at was 70% of their business had to be fi- foundational in managed [00:23:00] services in some capacity. What that also correlates to is high cloud utilization. So let’s be very transparent. A lot of my MSPs were maybe CSPs to start with and have tran- transitioned to MSPs, or they are really aligned into that CSP buyer path.

So for me, it is cybersecurity. It’s … I would love to say it’s AI, but my partners from an AI perspective are more so adopting agents that are already pre-built that they can integrate very quickly and then offer out as a service within their stack. It’s not that they’re creating their own AI environments and workloads yet.

That’s because the type of MSPs that I support. The other 8,000 that sit within TD Synnex, some of those are a little bit larger in scale that started as enterprise VARs that added on an MSP branch of their business. So they obviously have a higher technical capacity, so their AI journey is probably much more accelerated than the ones that I’m supporting.

But back to the cybersecurity standpoint, and I continually say this, is with that correlation to cloud, there seems to be [00:24:00] this adoption of security happening where they already have vendor alignment. And they’re say, for instance, they’re using a hyperscaler for their cloud, and then they’re gonna use that hyperscaler’s security solutions as well, and that’s great, but that’s foundational.

There’s always the need to make sure you’re diversifying your stack with the best in breed cybersecurity vendors to ensure that no matter what the asset classification is, that you have something that’s going to actually detect it. So we’ve seen over like 80% growth in cybersecurity specifically with my partners this year in the adoption because they’re consistently being forced into that conversation.

If they’re not the ones doing the cybersecurity, they’re either, A, leaving money on the table, which we all wanna make more money, or two, somebody else is doing it, and that means they’re putting their risk in somebody else’s hands.

Erick: Let’s dive a little bit deeper into that cybersecurity motion that your partners are really s- starting to really accelerate and adopt.

Is that- More of just increasing a, a end customer cybersecurity posture because [00:25:00] the customer is aware and they’re having better conversations that way? Is it because they’re doing more kind of regulatory compliance work? Or are they pulling through cybersecurity solutions because the customers wanna use AI, and of course now we need those guardrails and those security guardrails- because of that need and desire to use AI? What are your thoughts?

Augie : I think it’s more, it’s all of them, let’s be honest. You set me up for that, that question pretty good. Oh. But the, the last two are probably the ones that I see the most. The great thing about MSPs, especially the ones in my community, is that they’re very niche, so a lot of times they have vertical specialization.

And that’s actually something that we take as an indicator of a maturity of an MSP, is if they know, “Hey, this is the industry that I’m really good at.” Yeah. And due to that, there’s a, they have the understanding of, okay, here are the regulations and the compliancy laws in place that we have to make sure we’re meeting for this business safe up and s- and operative, operation.

So I would say the second one, for sure. That’s so about, an immense value that they’re bringing to say, [00:26:00] “Here are the cybersecurity things you have to put in place to be compliant within the industry that you’re set in.” But the last one is probably the biggest one. You have so much data out there. There’s a lot of, all these AI tools accessing it.

You don’t know who has access, where it is. There’s shadow AI. So we have consistently seen cybersecurity become a conversation ’cause they know that their partner’s data is valuable now. And data’s always been valuable, but now it’s at a p- point in time where you can monetize data. And so that means that threat actors don’t care if you’re an enterprise company or you’re a small mom and pop shop.

They know that there’s a correlation. Data equals money, and they’re gonna want it, and they’re gonna wanna take it. So cybersecurity, as we’ve seen it happen over the years, is gonna continually come downstream to the partners the MSPs are supporting,

Rich: so you this is actually a great segue to the AI conversation- which we, need to get into. I, the, of the three fields, technologies that I brought up before, that’s the one that’s still most nascent it sounds like. They’re deep in cloud they’re [00:27:00] getting a lot of momentum with security. But we know the MSPs in our audience have a huge appetite for any kind of intel about what’s working out there, what, what’s selling, how do you get an AI practice off the ground?

You mentioned ready-made agents- … which is interesting. AI security, which is interesting. And what are you seeing so far among your MSP partners that’s working?

Augie : So definitely those two. I call it the pre-built agents because I … The hyperscalers and the cloud infrastructure manufacturers that are aligned to my partners are doing a really good job of building out those agentic marketplaces, and it’s just very easy for our partners to adopt them and pull them down.

So that, that is a big one for us. Outside of AI, it I say that we’re still in an early phase of AI. I’ve seen very few homegrown solutions go from production to actual implementation with my MSPs. So a lot of times whenever I’m saying seeing success, it’s going to be stuff that’s already integrated into the vendors that they’re utilizing.

A great example is Copilot [00:28:00] conversions. We’re using Copilot Cowork, especially in our Microsoft CSP community. That’s something that we’ve seen tons of success with, and we’ve been able to enable partners to understand, okay, this is how I can actually position Copilot and Cowork to my end clients to help them on the tasks.

Now, on the more mature end, we’re starting to see a few more of these AI homegrown solutions go from production into implementation. I actually can think of one partner that I have right now that they’re offering custom-built agents as a service line item within their delivery stack. Like I said, this is one of my most mature partners.

So when their end clients come to them, they say, “Hey, I have this really remedial administrative task that I need automated.” Okay, great. We’re gonna go and build an agent for that and deploy it, and it’s gonna end up being a monthly fee for you to actually utilize that agent. So I think that’s where we’re gonna get eventually, but right now we’re seeing success where they go into those, those marketplaces, the agentic marketplaces.

They look at [00:29:00] either the industry that they’re aligned to or maybe the use case that agent’s using, and they’re implementing in a stack, and they’re just going. Easy peasy. …

Erick: Auggie, TD SYNNEX announced a new FinOps program at the show here with a managed component. That’s really interesting.

How big of an opportunity do you see FinOps for MSPs? What are your partners saying to you?

Augie : FinOps has been a huge focus of us for a while now. I know they made an announcement today on the managed portion, but we’ve been positioning it pretty consistently for the past few years. Because right now we’re at a point that we know the MSP has grown due to the fact that we need to be able to not cut corners on what we’re offering our partners.

So some people have adopted MSP practices as a way to say, “We’re gonna bundle all of this into a monthly subscription or fee so that we don’t have to skimp on our cybersecurity or our cloud,” or things of that nature. So we’re always looking at, from a financial levers perspective, what can we do to help maximize the potential of our partners?

So FinOps, when we come in, I’m a sales whore. [00:30:00] And most people think, “Okay you’re gonna go and you’re not gonna be able to sell as much ’cause you’re optimizing their s- expenditure.” True, but that expenditure can be reinvested into the areas that we have identified as high-growth. So if someone does want to go and start playing around in AI, and they’re very established in cyber and cloud, we help them with their FinOps.

We unlock some of their money, and then we can take that and say, “Hey, let’s take that residual and let’s go and apply it to an area you can invest in, like AI, and get some of your resources up-skilled.” So that’s the way that we’ve always been positioning it. It’s just now we’re automating that process a little bit.

But it’s been a huge focus of our partners, especially in the MSP space, for probably two years

Rich: you are in a new role. You’ve got a group that TD SYNNEX has built around you. You’re- Yeah … you’re focusing in on 4,000 hand-selected MSPs who are deep into that area. For e- existing or aspiring TD SYNNEX MSPs, just tell folks a little bit about what is your group doing?

What kind of resources are you [00:31:00] making available? Sure. Or how are you investing in that?

Augie : Oh, I love that question. W- I say that I love that question ’cause we have a team that’s dedicated towards that. So if you’re an aspiring MSP that wants to work with TD SYNNEX, you probably have been at an industry event, whether it’s, IT Nation, MSP Summit, Rytebaum, and there’s someone there waving TD SYNNEX flag.

That would be our TDS field executives. So they go out, and they’re the ones who are advocating to say, “Hey, Mr. Partner, this is all the things that TDS does in the MSP space. This is why you should come.” So first things, and I think I might have said this when we had spoken previously, is I see in the market, and especially with our competition, there’s a high correlation to assume that MSPs want to be digitally led.

I think that they do want to have the digital tools ’cause 70% of all the partners that sit within my base use one of our digital platforms, at least one platform. But that also doesn’t mean that they don’t wanna have the human experience. So with the team, we quadrupled the resources. So [00:32:00] that means that the account to account to rep coverage ratio is substantially lower.

So instead of us pushing them to a platform and saying, “Just go and buy your licensing here and procure it, and if you need us, you can call us,” we’re leading with people first. Rayna said it on stage when she came out this morning is it’s people first before all the technology. And with that, we have been able to have these reps come in and have deeper conversations with them.

So those deeper conversations also correlate to them being specialized in what they’ve been trained and enabled in as sales reps. We are in part of the specialized sales division, so we’ve trained them on cloud and cyber, agnostically and from the vendors that we know play very well in the MSP space. Earlier I was telling someone, or I, I might have said one of my earliest things that I did in this role was taking in front of all the vendors that we have, which ones make the most sense in the MSP community.

That also translated in how we trained this team and what vendors that they know how to position and when to position. And then secondary to that is how do we [00:33:00] optimize pain points for our partners? So if a partner is having challenges with their operations, how can we use our platform to consolidate that?

If a partner’s having challenges with cash flow, how do we leverage financial levers to unlock more potential? So this team, that is what they go after and how they have more autonomy to do that with our partners.

Erick: So what do partners that work with your team get today that wasn’t previously ava- available to them, and what can you share with us

Augie : That’s upcoming.

So what they didn’t get previously was that dedicated human experience. We had reps that were aligned. They had hundreds of accounts. And you gotta be… we’re all human here, and I know people’s bandwidths, so they couldn’t really have those deep, intimate conversations. They’re getting QBRs, just like th- they have with their end clients.

They’re getting strategy sessions. They’re getting one-on-one training time with vendors that they pre-select. So it really is a much more personalized experience. [00:34:00] Now, what’s to come? I don’t wanna give too much away, but, I think the last time you and I talked, we didn’t have a name for the program yet.

That’s true. We have a name now. So I can give you a little bit of a teaser there. So we assess the partners, we know what they’re asking for now, and we’re ready to debut what we’re calling MSP ARC. So assess their environment, review what we’re doing with them, and cultivate, make sure that we’re getting them to be able to grow.

So MSP ARC is going to be our new MSP enablement program, and it’s foundational on our framework that we use called MSP Evolve. So we might have spoken about that previously, where I had said, w- MSP Evolve is the framework of where we outline the challenges partners are having, and then we plug in the TD SYNNEX value stack that addresses those challenges.

So MSP ARC is still foundational on that, but it’s going to have more programmatic elements where they can leverage their peers, ’cause we all know that MSPs love to what? Work with other [00:35:00] MSPs. They love to work with each other. So they’re gonna have peer-led cohorts, they’re gonna have in-person sessions, and then they’re gonna actually have a way to formulate goals of what they’re trying to accomplish to grow their business.

So it’s really exciting. It’s coming out early next year, but I’m glad I finally got s- got to give you a name for the program. So it’s coming, yes.

Rich: If we spoke a, I dunno, a month or so ago, you came this close. You have a name. You weren’t- Yes … allowed to say it. I know. You came this close, and someone from PR was like no.”

Augie : No. No. No.” And that’s why I have a PR person with me, so

Erick: So are we scooping this right now? Is it out yet?

Augie : It’s out. It’s out. Yeah, yep. Okay. It is out. You can go into our agenda today and you’ll see there’s a breakout session. So people know about it, but I think that they’re gonna make the formal main stage announcement this afternoon.

So you guys are the first media s- w- that has been spoken to about it. Congratulations.

Rich: Thank you very mu-

Augie : Groundbreaking.

Rich: Yes. Auggie, we really appreciate you taking some time out during a very busy week to speak- [00:36:00] Of course … with us here. For folks in our audience here who maybe wanna get in touch with you, learn more about your team and how to plug in to it, where should they go?

Augie : Easy. Make it easy for you. [email protected]. Or if you see me on this, Auggie Saab, it’s [email protected]. But MSP sales will be able to help you. If you haven’t worked with us before, please come work with us. We have a great team ready to support you. And if you’re currently working with us, thank you so much for being partners.

Rich: Fantastic. Thank you very much, Auggie. Absolutely. We really appreciate it. Folks, Erick and I are gonna take a break. When we come back, we’re gonna be joined by another TD SYNNEX person here for a second interview coming to you live from the Inspire Show. Stick around. We will be right back

Welcome back to part two of this episode of the MSP Chat Podcast, our second interview recorded live, TD SYNNEX’s Inspire 2026 event here in lovely [00:37:00] Greenville, South Carolina where we are very pleased to be joined this time by Meredith Page of TD SYNNEX. She is the, I’m gonna look it up to get it right, ’cause this is a new position, and I wanna ask you about that.

You are the VP of Digital Growth and Customer Success here at the company. So we’re gonna talk with you about all the news around your platform, PartnerFirst, and so on. But just to get things started, tell folks a little bit about yourself and your role at at TD SYNNEX.

Meredith: Sure, yeah. I have the honor of leading our digital experience here at TD SYNNEX.

We’re a North America business, and as you mentioned, it’s been quite the evolution over the last couple of years. We very much looked and said, “Okay, things are changing. We probably need to make sure that we’re set up to, to meet those changes and meet the market kinda where it’s going.” Within, about me, been with the organization for quite some time, and spent a lot of my time actually within our call business for many years.

And so as we started looking at this digital growth, I was just super excited about it, because I know I, I had [00:38:00] seen MSP specifically and some of those emerging partners really lean in to platform and experiences to guide how they manage their business. And really my challenge at hand was, how do we take that and scale it for our entire customer set and looking at what the needs are for all different partner sizes?

So that’s kinda what my team focuses on. We really help partners come in and understand what we have available, and then adopt those capabilities and start using them and implementing with- them within their business. But we also do a lot of other things too which are super fun and exciting, and even some things that are behind the scenes at our events, and things that are helping to to shape those experiences, like- You know, texting keywords to get information that you need.

Our team helps build those, those types of capabilities within the walls of TV SIMEX. It’s a fun thing and it’s really every single day, I told somebody yesterday, every single day I can truly say I learned something new. And so that’s kinda what has drawn me to this role and to the work that, that my team gets to do.

[00:39:00] Yeah.

Rich: So what I mean so you’ve got digital growth and customer success in your title. Everyone in our audience is gonna understand the customer success piece of that. Talk a little bit about the digital growth piece. How does TV SIMEX distinguish digital growth from growth? What was, what were you seeing prior to the creation of your position in digital growth that, that led the company to think, “We want a, somebody at the VP level focused specifically on this?”

Yeah.

Meredith: It’s a great question, and I’ll say we’re thinking about it really in, in three components. It’s how are we leveraging digital to help our customers, right? So are they actually using these tools and these capabilities to, do the daily task and, automate those routine type things?

And so it’s that component for sure, and I think we’ll talk about there’s a lot of new capabilities that we have that we’re super excited about that kind of fit into, to that bucket. Another component is how are we working alongside our vendor partners? Because everything that we’re building is super dependent on, [00:40:00] connecting into the data that our vendors are providing us, right?

Look, we gotta make sure that we’ve got accurate information to automate a quote, or an order. Y- do we have the right renewal information to be able to put that into these experiences? And so we’ve got a team that focuses just on working alongside our vendor partners to have those conversations and and shape some of those experiences.

And then the last component, and I would say super important for us, is internally, right? Like, how are we helping our own coworkers leverage AI in new and differentiated ways, use the tools that we’re building to change the way that they support our customers? And so we’re looking at it in kind of those three components, our customers, our vendors and what they need, and then our own internal coworkers.

And I’m sure you all have heard a lot about this idea of the customer zero this week, and I can attest it’s real. It’s very much how we’re operating on a daily basis.

Erick: Meredith, for folks in our audience that are kinda new to Partner [00:41:00] First, can you give us a little bit of backstory there on when and why you created it?

Meredith: All right. Absolutely. So it’s so exciting. So I love to talk about it, and perhaps you heard Patrick today as well speak a little bit about Partner First and how it came to be. But this was actually a global initiative and work stream that came together where we said, “Hey, we’re listening to our partners,” which is a, a core part of how we develop anything new that we’re bringing to market.

And some of what they were saying was, “TSinets has a lot of capabilities, but maybe it’s spread out a little bit. It could be hard to find some of these things. We feel like we have to go to different tools and different systems to access it all.” And so that’s a problem, right? So we started with a problem that we needed to solve for, and so Partner First really was born out of that.

Hey, we’ve got to bring all of these things together in one capability. We have to simplify, right? It has to be easy to access. And ultimately customers don’t want another portal to log into. They want something that’s gonna be easy and fits into the way that they already work on a [00:42:00] daily basis.

So that’s how it came to be. But like I said, it was very much a, a global effort, and so we always say globally aligned, regionally executed, so we can get really down to the ground on what’s needed within a specific region. And there might be some nuanced differences of how a capability is built or comes to life, but we have just that cohesion across all of our regions on what that experience feels like and what a vendor is going to expect when they work with us and the same with our customers.

Rich: Remember covering the launch of PartnerFirst. It wasn’t all of you that long ago, maybe for-

Meredith: It was a year ago. It was here at this event, yeah. Okay.

Rich: It was a year ago.

Meredith: Yep.

Rich: 65,000 users is the number- That’s right … which is zero to 65,000 a year.

Meredith: That’s

Rich: right. Not bad. It- there was a press release that went out during the show here about a bunch of enhancements that you guys made to to PartnerFirst this year.

Give us some highlights. We’ll get in maybe at a slightly deeper level on some of the… Just give folks a some highlights about what you added to the platform.

Meredith: Yep. So the, the headline is all about how we’re using AI [00:43:00] within PartnerFirst. And so we launched a year ago a lot of capability at that point.

And so now we’ve spent the last year, how can we, improve those efficiencies and really evolve with what the market is looking for. It’s many different routes to how you’re leveraging AI, and you heard us probably say before, our goal is not to tell our partners, “Here’s how you need to be using the technology,” but really meet them where they are with how they would like to work and what already makes sense with their business.

And we talked about AgentBridge, and so that’s very much like we’ve got these predefined workflows that we can hand over to our partners and say, “Hey, which of these fit with the way that you’re working? And use them in your, your systems that you already work.” We’ve got AI experiences already embedded within PartnerFirst, so you can kinda ask those questions and even do some of the work.

So it’s even more than asking the questions, but generate that quote for me, or, “Hey, put this order on hold for me,” which is super impactful. We’ve already got really great feedback from the partners here about that. And then MCP [00:44:00] is extremely exciting because we’ve got a lot of partners who have actually already started to develop their own AI experiences.

So for those partners that maybe are a little bit more advanced they’ve got some experiences that they’ve been developing that are super specific to their business and how they work. Now with MCP, we c- connect those back into PartnerFirst. The headline is definitely, like, how we’re using AI w- within the PartnerFirst experience and some very unique and exciting ways that w- that we’ve been offered.

Erick: Yeah, I wanna double-click into that a little bit. So what are the top workflows that partners are automating with AgentBridge and the PartnerFirst Agent? What are you seeing? What are they asking for? What are the top five things that they want your help with?

Meredith: So surprisingly it’s some of the more simple things, right?

It’s the quoting, it’s the ordering, it’s some of the things that maybe don’t, whenever you… It’s email management, stuff like that. So you might not look at it and say, “Wow, this is transforming.” But what [00:45:00] we heard was they’re spending a lot of manual time on those simple tasks, and so to have these agents in place that can really take that work off their plate, this is what it means to have your people focus on higher value work, right?

Yeah, so it’s the simple things, but we’ve got… Actually, and I hate to always be giving the cliffhangers, but- … we have even more, workflows that’ll continue to be rolled out here over the coming days, weeks. We’re just, the, the pace of change is truly faster than ever. And ask me that question in a month, might have a different answer for you as these partners get more familiar and and bring us more challenges that we can kinda look to solve together.

Erick: So initially it’s kinda like quieting the noise, surfacing the things that are important- Absolutely … ’cause all that gets lost in the daily grind. That’s

Meredith: right. Yep.

Erick: Yeah. Makes sense.

Rich: For as long as I’ve been covering TD SYNNEX, personal relationships or personal attention has been an important part of your value prop, and it still is.

That came up a lot on the main stage at this event, as [00:46:00] did a lot of attention to AI and self-serve- Yeah … experiences like PartnerFirst. Talk a little bit about how, like even just what you’re hearing from partners in terms of when they do want a personal, conversation or relationship, versus when they wanna just be able to do something on their own and how you folks at TD SYNNEX strike a balance between both those things.

Meredith: Yeah. It’s a great question, and really it’s all about what they want, like you said. So it’s not us deciding, hey, this is when we’re going to insert a human, this is when we’re gonna have AI do the work, but it’s asking that question of the partner of, “How are you working today, and where would you like for us to engage?”

Or to maybe back up a little bit and let your teams, self-serve where that makes most sense for their business. And it varies by partner, but our goal is to really understand, how would you like to work, and then let us be able to meet you in that moment. But I’ll give you an example specifically, and it’s we have this robust customer life cycle offering within PartnerFirst, where we’re actually leveraging the insights that we have to [00:47:00] have a more informed conversation.

And so now, our partners can log in, they can see these things, they can see the opportunities that they have, where they maybe need to have an adoption conversation. I sold something, but I don’t see that it’s being used yet. Like, how do I, pick up the phone and have a very specific conversation?

Our sell- our sellers are doing that exact same thing, right? So they’re having those triggers that are coming up with the way that they’re selling, and they can say, “Did you know?” So we’re having conversations not just for the the point to have it. “Hey, check in to how are you doing?

What do you have for me?” But the conversations are changing, and they’re becoming more informed, and so that’s where we’re trying to really insert that intelligence. But- The answer is it’s just different based on the partner, right? Every- some people wanna be super hands-off “I wanna know that you’re there when I need you.”

And then we do have partners who still need that assurance, want that assurance, and that’s perfectly fine. We’re able to kinda meet both of those moments.

Erick: As a former MSP, Meredith, I remember having to come to the realization that I needed help with marketing, and sales, [00:48:00] and customer lifecycle management, and things like that, the things that PartnerFirst is kinda designed to do.

So how does it help partners before, during, and even after a sale?

Meredith: Absolutely. So we’re, we are looking end-to-end at the entire customer journey, so it’s not just about, all right, got the PO, let’s move on to the next thing. So how do we be more intentional, before that ever happens? Definitely that customer lifecycle view is showcasing the opportunities.

Y- again, we’ve done this even internally within our own operating model, where we’ve invested in SEO and GEO in a totally different way than maybe we had in the past because we realized that customers are out asking questions maybe before they call their sales rep. And so we need to make sure that when they ask those questions, they’re getting those, the answers, they’re getting the right information that they need.

And so that’s one moment for sure before we’re able to consult with partners. So to your point if we’ve got an [00:49:00] MSP who says, “I don’t know anything about that,” “Help me out,” we’ve got an entire marketing as a service team who hops in, and they help build those strategies, which is amazing. Within the moment, PartnerFirst 100% is how we look to, to do that.

And then afterwards, it’s all about how do we repeat that, right? So how do we make sure that we’re able to surface the insights, get that informed information back to our partners so they can do it again,

Rich: so let’s look specifically at the beginning w- of the life cycle, ’cause one of the interesting things about PartnerFirst is that it is surfacing opportunities in end user accounts that your partners may not even know are there necessarily.

I just wonder, do you folks have any data on, like, how m- many opportunities, the size, the scale, the dollar value? What, what kind of a business impact is that? ‘Cause that’s a, a value add that will sound good to partners. What kind of impact is it actually having on them?

Meredith: It’s a huge impact.

I’ll tell you this. So when we started with customer [00:50:00] life cycle, we started with a view of our strategic vendors who were giving us the right amount of data that we needed to be able to show this. I mentioned that we have a team, and that’s what they wake up and do every day, is have these conversations.

Our ultimate goal is that every single solution that’s sold within TD SYNNEX is fitting within this framework. We’ve got still some data work to do, so we’re pulling in renewals data over the, the rest of this quarter. So anything that was previously in our renewals platform, in our legacy system, all of that will be in this one single location, and then we’ll continue to add more and more vendors as we move forward.

So it’s… The impact is huge. It’s, we’re surfacing those across 10 to 20 vendors already, but we’ll see that number continue to grow massively, I would say, over the next year

Erick: So what’s the long-term vision for Partner First? And without giving a- leaving us with a cliffhanger too, what’s, what’s on the roadmap that you can share with us today?

Meredith: I’ll say this, so again, so Patrick talked a [00:51:00] little bit about it when he talked about the future of where we’re headed here, and it’s all about the agentic commerce motion. Not everybody’s ready for that, and it can sound a little bit scary to be frank, but the great news is the announcements that we made this week and the work, the effort the development that’s already happened has really laid a strong foundation for us to be positioned well to facilitate that.

So really excited about what that looks like. Again, it’s gonna look different for everybody and partners are gonna be ready at different times for sure. But agentic commerce, I would say, is what our customers will be able to expect within the Partner First experience.

Rich: Meredith, thank you for taking some time out to join.

I know this is a very big week for everybody- Yeah … at at TD Synnex.

Meredith: It’s a big week and it’s an exciting week because we’ve had a lot of really fun things to talk about.

Rich: I’ll just say this ’cause we were talking before recording this interview off the air, and you are born and raised here in Greenville.

And it’s only TD Synnex events that bring me to Greenville, and I’m so glad you guys give me an excuse- Yes … every time I come [00:52:00] here. Yeah. I so enjoy visiting. I really do. It’s-

Meredith: It’s a great place to visit. It’s a very nice place. I will. Yeah. And we had really g- so it, it was a hot summer, I’ll say, but you’re here at the perfect time.

So it’s October, it’s nice and cool, and so we’ve, we also have some nice weather for you. But you can come any other time. You don’t have to wait until our Inspire event. Come back any time. We’re super proud that we have one of our headquarters based here in Greenville, and it is a great place to be,

Rich: all right, so for the folks in our audience who wanna get in touch with you, wanna learn more about Partner First, where should they go?

Meredith: [email protected]. So we have an amazing team and they, their effort is really just focused on helping partners understand what are the right tools within that Partner First experience that makes sense based on where you are at this moment and what those needs look like.

So reach out, [email protected], and someone will be in touch to walk you through.

Rich: It sounds great.

Meredith: Yeah.

Rich: Meredith Sands. Thank you so much. Thank you very

Meredith: much. Thanks for having me.

Rich: Folks, Erick and I are going to take a break now. When [00:53:00] we come back from the other side, the two of us are gonna talk about this conversation we’ve just concluded, the earlier one that Audley stopped.

We’ll have a little fun. We’ll wrap up the show before heading back home to the West Coast. Stick around. We will be right back

And welcome back, part three of this episode of the MSP Chat Podcast, coming to you live from TD SYNNEX Inspire 2026 in Greenville, South Carolina. One last big thank you to Augi Staab and Meredith Paine of TD SYNNEX for joining us here on the show during a, a very busy week. W- we are attending the Inspire event.

Inspire comes immediately after the Vendor Summit event that TD SYNNEX does. Same place, same week. So the two people you just heard from have been on the run nonstop all week, not just the last two days like Erick and me. So we do appreciate them taking some time out. Yeah, there are all sorts of things that we could kinda dive into about these two [00:54:00] interviews.

I’ll focus on two statistics that, that jumped out at me as being particularly relevant. And one, it kinda came and went during our conversation with Augi Staab. We, … I- I deliberately wanted to make sure we talk with her about cloud security and AI, ’cause those are, the big three, as I, I think I said, and I kinda wanna put them in proportion to one another.

And she mentioned that those 4,000 MSPs she and her team are focused on grew their cybersecurity revenue 80% in the last year over year in the last year. AI absolutely huge opportunity, giant emerging market, growth market. Security is far from played out, folks. If anything, it’s getting more relevant.

And cloud, there is a ton of upside still in cloud. So don’t sleep on either of those. The other thing that she said and again, I think it was in passing, is that 70% of her partners are using one or another of TD SYNNEX’s digital platforms. [00:55:00] And that ties into something that we got into with Meredith Paine, which is that it’s very important to TD SYNNEX that partners have the choice between what they do digitally and what they do directly with a human being at TD SYNNEX.

And so partners are taking advantage of the opportunity to do things self-serve. But they are also continuing to do business directly with humans at TD SYNNEX i- as often as they happen to wish in their individual way. And more and more to talk about higher impact, higher level, higher margin kinds of topics

Erick: Yeah.

I was thinking about a term for what you mentioned, Rich. Cloud, security, and AI. It’s like the, the triumvirate, the trifecta these are the three solutions and services that are gonna take, you know, business to the next level here. And MSPs, that are primed and understand [00:56:00] the relationship with these three, and not forgetting the need for the hardware and the gear that all this stuff runs on, are gonna be really leading I think the, the top quartile of growth in, in the next let’s say 10 years.

R- and we talk about these cycles of 20-year cycles of things that, you know. I think this next cycle is maybe we’ll see the benefits of what would happen in 20 years but a lot faster. I think that, business is moving at the speed of AI. Partners are starting to now the stats that we’re starting to hear is like they are adopting.

Over time, we see the trend increasing of the partners that are now starting to adopt and lead with AI. A lot fewer were doing it at the beginning of the year. I think now vendors and distributors are really getting behind this and helping partners move in that direction, which is really again, going back to my days as an [00:57:00] MSP, we could only be as successful as we could be until our vendor and distributor partners really started to understand our business model and adjust their support and their programs to fuel our growth and success.

That’s exactly what I see happening right now in, the cloud, security, and AI age

Rich: And the key thing there, folks the word you used, Erick, was relationship. And so security, AI, cloud, three big markets, but you need to think of them as being three interrelated markets. And trust me, it won’t be that long before it’ll be four technology, q- quantum computing will be in there, and it’s gonna relate to security.

And I, that’s for a future Inspire, but it- it’ll be four not too long from now, and and not three. But for now, that leaves us with time for just one last thing. And you know my Seattle Seahawks, Erick, they play at a still relatively new stadium. They, for many years in their history they played at the the Kingdome in, in downtown Seattle.

And [00:58:00] I remember many a fond Sunday at the Kingdome. I wouldn’t say my favorite memory of the Kingdome was what happened after I’d had a few beers and went to the men’s room and shared And ladies, you’ll just have to trust us, this is how it works in some places in the world. The giant sort of urinal trough- The trough

one of the most disgusting things on earth. I bring this up because the, and sports fans may have seen this in the news they are building a new home for the University of Nebraska football team right now, and they are auctioning off keepsakes from the old beloved stadium. And yes, you’ve anticipated, Erick.

Thank

Erick: God.

Rich: You can, if you wish put a bid down and take home one of those, those urinals that you may have spent some time with at a Nebraskan game once upon a time. And,

Erick: Historic urinals, Rich. We gotta, we gotta juice the bidding here. It’s the historic urinal.

Rich: Good point.

Erick: Yeah.

Rich: Good point.

Yeah. A lot of [00:59:00] keepsakes I might have liked to have had from the Kingdome, not that. But

Erick: the- The trough of discontent.

Rich: Oh, dear. Oh, dear. All right. That is, thankfully for you, all the time we have for you this week on the MSP Chat Podcast. Erick and I will be back again next week with another episode for you.

Until then, I’ll simply remind you it’s both a video and an audio podcast that we’re doing here if you are listening to us right now, but you’re into video podcasts, you’ll find us on YouTube. Look up MSP Chat there. If you’re watching us on YouTube, but you’re into audio podcasts, go to Apple, Google, Spotify.

Wherever you get your audio podcasts, you’re probably gonna find us there, too. Wherever you find us, please remember subscribe, rate, review. It helps other people find and enjoy the show just like you do. This show is produced by the great Riley Simpson, part of the team with us here at Channel Mastered, where we help vendors build, grow, and optimize thriving MSP channels.

You can learn all about the many ways we do that at our website, which is located at [01:00:00] www.channelmastered.com. Channel Mastered has a sister organization called MSP Mastered. That’s Erick and his team working directly with MSPs to help them grow and optimize their business. Learn more about that at their website, www.mspmastered.com.

Once again, that’s all the time we’ve got for you from Greenville. Until the next time, we will simply remind you as we always do, you can’t spell channel without MSP