How MSPs Drive Cybersecurity and IT Sales and Why They Must Evolve

Originally published in the  

The Power of the Channel

In today’s technology landscape, Managed Service Providers (MSPs) are no longer just IT support partners, they are the backbone of the IT infrastructure, responsible for delivering, deploying, securing, and managing technology for all organizations across every sector in Canada and around the world.

According to data from Canalys 95% of global B2B IT and cybersecurity sales are delivered through and with partners worldwide.  Top-tier vendors, like Fortinet, Cisco, Sophos, and Microsoft report up to 90% of their cybersecurity solutions are sold through channel partners. That makes the MSP not only a trusted local operator but a critical sales engine for the global technology industry.

MSPs: Front-Line Cybersecurity Defenders

In cybersecurity, MSPs (and their specialized counterparts, MSSPs) have become the first line of defense for small and mid-sized organizations. They:

• Deploy and manage endpoint protection, email security, firewalls, and MDR/XDR tools
• Ensure patching, backup, and compliance across distributed environments
• Provide incident response and security awareness training
• Act as the trusted advisor for selecting and integrating new solutions

In many cases, the buyer doesn’t even know the vendor they trust the MSP's recommendation. This makes the MSP not just an implementer, but a key influencer in every stage of the sales cycle.

But the Channel Must Evolve Fast. Artificial Intelligence is fueling the need.

While MSPs continue to power the industry, they’re under increasing pressure to adapt to new technologies, business models, and threats. Three major forces are driving this change:

1. Cloud-First Environments

• Clients expect seamless hybrid or multi-cloud solutions, often involving multiple vendors.
• MSPs must evolve from hardware support to managing complex cloud infrastructure, SaaS stacks, and identity systems.
• The days of on-prem-only are not over as cloud costs, lock in and data sovereignty are on the rise. MSPs must adapt top their customers’ needs and compliance issues.

2. Artificial Intelligence (AI)

• AI is reshaping everything from threat detection to ticket automation.
• Vendors are embedding AI into their solutions and MSPs must learn how to manage, explain, and optimize them for clients.
• MSPs also need to deploy their own AI tools to stay competitive with service delivery and support.
• MSPs must help guide the AI journey of their clients.

3. Client Expectations Have Changed

• Businesses now expect cybersecurity by design, not as an optional add-on.
• MSPs must provide proactive security, measurable outcomes, and compliance assurance, not just reactive support.
• Strategic advisory services are replacing basic IT maintenance as the value differentiator.
• MSPs are also tasked with privacy, compliance, supply chain and even cyber insurance.

ChannelNEXT and CCN: A Strategic Alliance for the Future of the Channel

This is exactly why ChannelNEXT and the Canadian Cybersecurity Network (CCN) have come together to connect the MSP/MSSP channel with the nation’s fastest-growing cybersecurity community. By aligning the depth of cybersecurity insight from CCN with the practical, go-to-market experience of ChannelNEXT and its peer-driven network, the two organizations aim to equip Canadian partners with the tools, relationships, and knowledge to thrive in this next era.

Julian Lee, founder of eChannelNEWS and ChannelNEXT, said: “We have long recognized the essential role that Managed Service Providers play in technology-driven businesses and the economy. With the increasing responsibilities surrounding AI, cybersecurity, compliance, privacy, cyber insurance, and more, MSPs have evolved into a mission-critical element for any nation. A robust channel community fosters a thriving economy.”

Francois Guay, founder of the Canadian Cybersecurity Network, added: “This partnership brings together the full power of Canada’s cybersecurity community and the engine of the IT channel. We’re combining deep cyber expertise with the hands-on execution strength of MSPs and MSSPs to help vendors, partners, and buyers succeed together. The future of tech in Canada depends on collaboration and this is a major step forward.”

From Trusted Partner to Strategic Cyber Advisor

To thrive in this new era, MSPs must transform their identity:

• From “just the IT person” to cybersecurity architect and business enabler
• From traditional reseller to trusted cyber and AI advisor and cloud integrator
• From generalist to specialist in critical verticals like healthcare, finance, and infrastructure

At the same time, vendors must better support this transformation with training, partner programs, simplified GTM models, and transparent collaboration.

Conclusion: The Channel Is Still the Engine but It Must Accelerate

MSPs remain the most trusted and scalable route to market for IT and cybersecurity. But to remain competitive, they must adopt a new mindset one that embraces cloud-first strategies, AI-powered services, and security by design. With organizations like ChannelNEXT and CCN working together, the path forward is clearer and stronger than ever before.