The Path to Growth

The MSP Value Shift: From Service Provider to Strategic Partner

Episode Summary

Customers once wanted their managed service provider (MSP) to fix the computer and stay out of the way. Today, they're asking how AI, automation, and technology can help the business perform better. On this episode of The Path to Growth: Matt Yorke, CEO of The Channel Company, sits down with Paul Redding, Head of MSP Partnerships, Global at NinjaOne, to discuss how customer expectations are reshaping the role of the MSP.

Episode Notes

Customers once asked their managed service provider (MSP) to fix the computer and stay out of the way. Now they want to know how AI works, how to manage security and compliance risk, and how technology can help their business grow. 

In this episode of The Path to Growth, Matt Yorke, CEO of The Channel Company, talks with Paul Redding, Head of MSP Partnerships, Global at NinjaOne, about how changing customer expectations are reshaping the managed services market and why delivering business outcomes now matters more than delivering technical services alone.

During the conversation, you’ll hear:

• Why help desk and endpoint security are becoming commoditized and price-driven 
• How industry specialization builds customer trust 
• Why consulting and out-of-scope advice often go unbilled 
• Connecting cybersecurity to compliance, including shadow AI 
• How listening to a customer's frustration led a two-person MSP to build an AI agent for a logistics company 

Watch now to learn how MSP leaders can stay relevant, deepen customer relationships, and position their businesses for long-term growth.