How to Sell to Large MSPs: A Masterclass with Jennifer Roy of Nucleus Networks
Jennifer Roy, CEO of Nucleus Networks, leads one of the most operationally mature managed service providers in the North American market.
Based in Vancouver with a national footprint and a track record of double-digit organic growth, Nucleus is part of Lyra Technology Group—an ecosystem of 85 MSPs backed by Evergreen. That scale and maturity make Roy a particularly valuable voice for vendors who want to learn how to build meaningful, lasting relationships with enterprise MSPs.
In 2025, Jennifer was named to the CRN® Women of the Channel Power 80 Solution Provider list by The Channel Company.This prestigious recognition highlights the most influential women driving strategic growth and leadership across the IT channel.
Jennifer’s vision, dedication to innovation, and client-first approach have shaped Nucleus into a leader in the Managed IT Services space — and this recognition reinforces the impact she continues to make in our industry.
Jennifer joined Carrie Richardson on The WIN Podcast this month to share valuable advice on how vendors looking to engage with enterprise MSP CEOs should conduct themselves before, during and after an event like Pax 8 Beyond.
You can listen to the full interview with Jennifer Roy from Nucleus Networks on any popular podcast platform, or listen right here:
Learn how to Sell to Large MSPs - Jennifer Gives Us the Cheat Codes All Vendors Need
Roy’s message is clear:
“We’re not wandering around looking for inspiration. We’re prioritizing execution.”
At events like Pax8 Beyond, she and her team arrive with objectives, strategic initiatives, and gaps they’re actively trying to close.
“We do a gap analysis before we go,” she explained. “Maybe there’s a vendor we’re looking to replace, or maybe there’s a need we’ve identified and want to find a new strategic partner for.”
That level of pre-event planning should be a signal to vendors: the window to make an impression is narrow—and shrinking.
“By the time we arrive, my calendar is usually pretty stacked,” she said. “You only have so much time as a vendor, so you need to be strategic.”
Clarity Wins the First Conversation
Roy’s team divides and conquers.
Her CTO, Karl Fulljames, handles technical sessions and vendor meetings aligned to his domain.
Roy focuses on sales, operations, and business alignment.
On the vendor floor, the Nucleus team starts with a first pass:
“Who’s new? Who haven’t we heard of before?”
If a product is unfamiliar but shows promise, they’ll stop. But a generic approach will get you nowhere.
“If you don’t know who we are or what we do before you follow up from the event,” she cautioned, “we’re not going to continue that conversation.”
This doesn’t mean large MSPs are immune to charm—or creativity.
“The more fun booths tend to get our attention,” Roy admitted. “A game or something that gets people engaged, that’s going to make us stop. And my team really loves cool swag.”
Still, it’s not enough to pull attention—you have to hold it.
“You need a quick pitch that gives us a high-level overview of your product and how it’s going to impact our business,” she said. “If you’re just scanning badges and trying to maximize volume instead of genuine interactions, the likelihood that we’ll continue the conversation is minimal.”
Move Beyond the Pitch: Build the Relationship
For Roy, genuine connections are the differentiator.
“Some of the most valuable things at these events are the networking opportunities—connecting with my peers, with trusted partners, with people I don't get to see often."
Once the show floor closes, her strategy shifts to relationship reinforcement.
Vendors hoping to get on her calendar should start early.
“A week or two before the event is ideal,” she advised. “By the time we get on site, everything is pretty full.”
Just don’t expect Roy at the late-night parties.
“I’m coffee and breakfast,” she laughed. “I’m usually the first one back in my room. Karl—he might be on both sides. But I’m definitely up early and out early.”
The Follow-Up Is the Filter
Roy’s preferred follow-up channel is email—but the content matters.
“I don’t set rules on my inbox. If you email me, I’ll receive it. But if you don’t make it relevant to what we discussed—or worse, if you don’t know who I am or can’t service Canada—I’m not going to respond.”
One of her biggest pet peeves? Calls at 5 a.m.
“It happens more often than you’d think,” she said. “I’m in Pacific Time. Just be respectful.”
The bottom line: don’t waste her time—and don’t waste yours, either.
“If I meet you at an event and there’s interest, I’ll book the demo on-site. If I wait until I’m back in the rhythm of strategy and meetings, it may never happen.”
Strategic Sales Starts Before the Conference
Roy is the first to acknowledge that she’s still learning as a CEO. But when it comes to vendor management and event strategy, she’s clear-eyed. Whether it’s a game at the booth, a personalized demo invite, or a coffee meeting that actually respects her calendar, the secret to connecting with enterprise MSPs is simple: come prepared, be relevant, and follow through with purpose.
If your strategy ends with badge scans and mass emails, you’re already too late.
Where Can I find Jennifer Roy at Pax8 Beyond?
Jennifer will be joining the Women In IT panel on Sunday at the beginning of the agenda programming, and she'll be featured on a panel discussion about the new Pax 8 Premiere Sports Marketing initiative. Nucleus Networks has partnered with Pax8 to sponsor the Abbotsford Canucks, the feeder team for the Vancouver Canucks hockey team.
Remember - Jennifer prefers coffee over cocktails and breakfast over late night parties - you might luck in to a conversation in the hallway.
Watch the full video interview with Jennifer Roy here:
Enabling Enterprise MSP Sales with Fox & Crow
For vendors aiming to sell into accounts like Nucleus, tools that enforce disciplined sales processes are critical.
The MSP Sales Process from Fox & Crow Group is designed to facilitate account-based sales engagement.
It includes pre-built sales discovery stages that require data collection and qualification before reps can advance, ensuring that follow-up conversations with complex accounts are well-informed and aligned to the buyer’s priorities.
This structured approach avoids the “spray and pray” dynamic Roy describes with vendors who can’t articulate value or relevance. Instead of winging it post-event, reps using Fox & Crow’s system are guided through a deliberate, research-driven workflow that improves connection rates, demo conversion, and deal velocity—especially in operationally mature MSP environments where every stakeholder interaction must count.
Data-Driven Targeting: Fox & Crow Instinct
Of course, great processes are only as good as the data that feeds them.
Fox & Crow Instinct is the most accurate, always up-to-date database of managed service providers in North America, built on the foundation of 5 million data points collected over 12 years of outbound campaign data. It enables vendors to identify ideal targets before an event and fill in critical context afterward—like number of endpoints, vertical focus, and current partner relationships.
Instead of relying on guesswork or rushed badge scans, reps can prepare personalized outreach backed by the intelligence that buyers like Roy expect.
“If you don’t know our preferred communication method, or you keep calling even after I’ve said we only operate in Canada—it’s off-putting.”
With Fox & Crow Instinct, those kinds of missteps become avoidable. The platform syncs with all major CRMs and ensures sales teams stay informed, efficient, and aligned with the enterprise buyer’s expectations. Book time with ian Richardson to be one of the first IT channel vendors to demo Instict. MSPs interested in competitive analysis or mergers and acquisitions will find Instinct to be an incredibly valuable tool.
Find Fox and Crow Group at Pax 8 Beyond 2025 at Booth 929
Look for the T-rex, come grab a tshirt, and let's talk about improving your MSP sales process! Our clients are happily reporting more leads, more FTAs, more discovery meetings, more proposal meetings, and most importantly - more closed deals. Their sales teams are performing consistently using the training, coaching and systems that are ready to use with or without support from the Fox and Crow CRM as a service team. They are all enjoying the peace of mind that comes with a predictable sales pipeline.
FAQ: How To Sell To Large MSPs
How should vendors contact large MSPs before an event like Pax8 Beyond?
Vendors should contact large MSPs before an event like Pax8 Beyond by reaching out one to two weeks in advance with a clear value proposition and a reason to meet. Demonstrating awareness of the MSP’s business priorities increases the likelihood of securing time on a packed calendar.
What kind of outreach do large MSPs respond to best after events?
Large MSPs respond best to post-event outreach that shows the vendor paid attention. Referencing specific conversations, business needs, or sessions attended—rather than sending a generic follow-up—signals a serious intent to build a relationship.
When is the right time to start planning event follow-ups with large MSPs?
The right time to start planning event follow-ups with large MSPs is before the event even begins. Knowing what information to collect and what questions to ask on the show floor ensures timely, relevant engagement after the event ends.
How can vendors stand out to large MSPs at busy events?
Vendors can stand out to large MSPs at busy events by offering something memorable—whether that’s a well-designed booth, an interactive experience, or a unique, high-quality giveaway. But what matters most is being ready with a sharp, relevant pitch that aligns to the MSP’s priorities.
What turns large MSPs off during an initial conversation?
Large MSPs are turned off during an initial conversation when the vendor doesn’t know who they’re talking to, what the MSP does, or what the likely pain points might be. Wasting time with basic questions suggests poor preparation and a lack of respect for the buyer’s time.
Should vendors cold call large MSPs without research?
Vendors should never cold call large MSPs without research. Calling without knowing the company’s geography, client profile, or vendor relationships often results in a negative impression—and may get you disqualified from future consideration.
How much lead time do large MSPs need for meeting scheduling?
Large MSPs typically need one to two weeks of lead time for meeting scheduling, especially around major events. Their calendars are often locked in early, so last-minute outreach is rarely successful unless there’s a strong existing relationship.
What makes a booth interaction memorable for large MSP buyers?
A booth interaction becomes memorable for large MSP buyers when it's both engaging and informative. A quick, relevant pitch combined with a hands-on experience or a clever visual display can create the kind of conversation that earns a follow-up.
How important is personalization in vendor follow-ups to large MSPs?
Personalization in vendor follow-ups to large MSPs is essential. Referencing specific business goals, team members met, or known technology gaps shows that the vendor understands the account and isn’t just working through a generic list.
What should vendors know about selling to large MSPs like Nucleus Networks?
Vendors selling to large MSPs like Nucleus Networks should know that account-based engagement is expected. Firms like Nucleus are mature, growth-focused, and highly organized—vendors who bring tailored insight and relevant solutions will have a competitive edge.
