Go To Market Strategy: How to Use Managed Service Providers

A Go To Market strategy helps businesses sell products and reach customers effectively. A strong Go To Market strategy helps companies launch products, enter new markets, and boost sales effectively. Businesses can enhance their Go To Market strategy by working with Managed Service Providers (MSPs).

MSPs deliver essential services like IT support, cybersecurity, cloud computing, and customer service management. Companies use MSPs to manage these services so they can focus on their core business activities. A strong Go To Market strategy helps businesses use MSP partnerships to improve service, attract customers, and grow.

This article provides a step-by-step guide on how businesses can integrate MSPs into their Go To Market strategy. It explains how to select the right MSPs, train them, include them in sales and marketing, and track performance. Businesses that follow these steps can build an effective Go To Market strategy that generates consistent success.

Step 1: Define Your Business Goals

Before engaging with MSPs, businesses must define their goals. A company’s Go To Market strategy should align with specific business objectives.

Companies must decide if they want to boost sales, improve support, manage IT, expand cloud services, or cut costs with outsourcing. These objectives shape how businesses work with MSPs. For example, a company wanting to enter a new market should partner with MSPs already operating in that region. A business focused on customer service should collaborate with MSPs specializing in help desk support and technical assistance.

If a company wants to improve cybersecurity, it must work with MSPs specializing in data security. A business should choose MSPs that provide cloud management and infrastructure services if it seeks to streamline IT operations. Every go-to-market strategy must align with a company’s long-term objectives to maximize efficiency and profitability.

Case Study: A global SaaS company improved its Go To Market strategy by partnering with Asian MSPs. By leveraging the MSPs' local expertise, the company increased its regional sales by 40% in one year. This success highlights the importance of working with MSPs who understand specific market demands.

Defining clear business objectives allows companies to refine their Go To Market strategy and form valuable MSP partnerships.

Step 2: Find the Right MSP Partners

Selecting the right Managed Service Providers (MSPs) is crucial in executing a strong go-to-market strategy. Businesses must carefully evaluate potential MSPs before forming a partnership.

MSPs with industry experience provide valuable insights and tailored solutions. Companies must ensure that MSPs possess technical expertise in IT management, cloud solutions, and cybersecurity. Businesses should also prioritize MSPs that offer reliable customer support with fast response times. Reviewing an MSP’s track record helps companies assess whether the MSP can meet their expectations.

A business should check an MSP’s past clients and see if it helped them reach their Go To Market goals. Companies must request case studies or testimonials to validate an MSP’s expertise. Businesses should check if the MSP meets Service Level Agreements (SLAs) and follows performance standards.

A strong Go To Market strategy requires MSPs that integrate seamlessly into a company’s operations. Businesses should choose MSPs that align with their service needs and long-term growth objectives.

Pro Tip: Companies can use an MSP scorecard to compare providers and choose the best Go-To-Market partner.

Step 3: Train and Support MSPs

After selecting MSPs, businesses must train them to ensure alignment with their Go To Market strategy. MSPs must understand the company’s products, services, and sales objectives to deliver maximum value.

A well-structured Go To Market strategy includes training programs that familiarize MSPs with company offerings. Businesses should build a partner portal with product guides, training videos, and sales documents for MSPs. Companies should also organize webinars to update MSPs on industry trends and product developments.

Technical assistance remains a key component of an effective Go To Market strategy. Companies must provide MSPs with access to support teams that can assist with troubleshooting and implementation. Certification programs also play a role in strengthening MSP credibility and ensuring service consistency.

Businesses must actively support their MSPs by offering continuous learning opportunities and clear communication channels. A strong Go To Market strategy requires ongoing collaboration between companies and their MSP partners.

Step 4: Work Together in Sales and Marketing

Businesses must work with MSPs in sales and marketing to integrate them into a Go To Market strategy. A well-executed Go To Market strategy enables companies and MSPs to drive revenue growth and expand market reach.

Companies should work with MSPs to develop co-selling strategies. Businesses must provide MSPs with sales training and performance-based incentives to encourage active participation. A structured Go To Market strategy ensures that MSPs understand how to effectively communicate product value and close deals. Download our best practices guide "Mastering Co-Marketing and Co-Selling: Strategies for Success".

Joint marketing campaigns are also crucial in a Go To Market strategy. Businesses should provide MSPs with marketing development funds (MDF) to support promotional campaigns. Companies must also supply co-branded marketing materials, including brochures, presentations, and advertisements. Digital marketing tools like email templates and social media content help MSPs attract customers and generate leads.

A well-defined Go To Market strategy encourages close collaboration between MSPs and sales teams. Businesses should schedule regular meetings with MSPs to align sales efforts and track campaign performance.

Example: A cybersecurity firm implemented a go-to-market strategy that included MSP-led webinars on data security. These webinars generated over 500 leads in three months, proving that a collaborative approach leads to higher engagement.

Step 5: Measure Success and Improve

A business must track its Go To Market strategy to ensure long-term success. Companies must evaluate key performance indicators (KPIs) to measure MSP effectiveness and adjust strategies when necessary.

Sales growth serves as a key metric in a Go To Market strategy. Businesses should track revenue generated through MSP partnerships to determine financial impact. Customer satisfaction scores help companies assess service quality. Monitoring lead conversion rates allows firms to evaluate how well MSPs turn potential customers into paying clients.

Companies should also measure SLA compliance to ensure MSPs meet service quality expectations. Tracking market expansion efforts enables businesses to understand how effectively their Go To Market strategy works.

Businesses must conduct quarterly performance reviews to identify areas for improvement. A strong Go To Market strategy evolves based on data-driven insights and ongoing collaboration with MSPs.

Conclusion

An effective Go To Market strategy allows businesses to maximize revenue, improve service quality, and expand their market presence. Managed Service Providers (MSPs) are essential in helping companies execute a successful Go To Market strategy.

Businesses can build long-term MSP partnerships that drive growth by following a structured approach. Companies that align their MSP collaboration with a strategic Go To Market framework will achieve greater scalability and efficiency. A continuously optimized go-to-market strategy ensures companies remain competitive and adaptable in changing market conditions.

Businesses that track performance and use data-driven decisions will succeed long-term. Working closely with MSPs enhances business operations and strengthens overall market positioning.