Strategic Vendor Partnerships: A Growth Blueprint for Scaling Mature MSPs
If you're a mature managed service provider (MSP), you already know how to keep clients happy and operations humming.
But how do you move your MSP from stability to true scalability?
According to Eric Roach, SVP of Global Sales and Marketing at Dropsuite, the answer lies in investing in strategic vendor partnerships that do more than boost numbers—they fuel sustainable, scalable growth.
"The Holy Grail is what's the hook that's going to drive great traffic for you. In my experience, the hook is not swag. It's being the right partner for that MSP to talk to at that time."
Roach's team at Dropsuite—a SaaS vendor serving MSPs with cloud backup and archiving solutions—doesn't just show up at industry events like PAX8 Beyond.
They show up with purpose.
Their annual planning cycles revolve around these events, leveraging them to deepen relationships with existing MSP partners and create genuine momentum with new ones.
This is no accident.
It's strategy in motion.
Listen to Eric Roach from Dropsuite on the WIN Podcast here:
The Partnership Flywheel
Dropsuite exemplifies what MSPs can achieve with vendors when they shift from tactical transactions to intentional alliances.
They've turned partner feedback into product roadmaps, event planning into pipeline acceleration, and vendor relationships into co-marketing machines.
"We typically have everybody from our CEO to our support team all in the booth together. Nobody is above scanning a badge or giving a demo."
This level of alignment doesn't just happen. It comes from treating your strategic vendors like internal stakeholders. Roach's advice? Get your entire team invested in your vendor relationships, because those are the partnerships that unlock real MSP lead generation.
This extends beyond events. Mature MSPs can use quarterly business reviews (QBRs) to sync priorities with key vendors, and structure co-marketing opportunities like guest blogs, lunch-and-learns, and joint webinars. Done well, these collaborations increase visibility and drive lead velocity on both sides.
Why Strategy Beats Swag
The most effective channel marketing isn’t flashy. It’s relevant. Whether you’re planning booth activations or joint campaigns, it starts with understanding what your vendors and clients care about right now.
"MSPs have many choices in who they do business with. It's important for us to stay in front of what's most important to them."
That relevance is what turns a five-minute booth chat into a six-figure opportunity. Mature MSPs should look at each vendor partnership as a node in their MSP sales strategy—not just a line card checkbox.
It also means shifting away from being reactive. Instead of waiting for your partner to deliver an idea or asset, be proactive. Come with a campaign proposal. Suggest joint speaking engagements. Look at your shared client base and co-create case studies or bundled offerings.
Internal Alignment Around External Partners
Dropsuite's event strategy hinges on one concept: be ready for the conversation your partner wants to have, not the one you want to lead.
"We start planning in January for a June event. We build out messaging, resourcing, demo stations—all of it is designed around creating the right kinds of conversations."
This means deploying cross-functional teams that include product leads, marketers, execs, and account managers. For an MSP, that might mean inviting your top vendor to a quarterly planning session, or co-hosting a webinar that speaks to both client bases.
The idea is to build shared accountability. The best vendor-MSP relationships mirror great client relationships: clear deliverables, regular check-ins, and aligned definitions of success.
From Reflection to Acceleration
If you're attending vendor-led events this year, take Roach's advice:
"Think about your goals for the event. What does success look like? Work backwards from there."
Apply that same thinking to every partnership. Want more qualified leads? Want stickier clients? Want higher recurring revenue? Then build backward from those goals and ask: which partners can help us get there?
"When an MSP goes to Beyond, their schedule is completely packed. The more intentional and the more you plan, the more you're going to walk away with what you intended."
Consider building pre-event content strategies with vendors, such as social media countdowns, co-branded landing pages, or targeted email outreach. And post-event, don’t let leads languish. Develop a shared follow-up cadence that tracks lead status, conversion rates, and campaign ROI.
For more ideas on maximizing face time a Pax8 Beyond, check out How To Maximize ROI at Pax 8 Beyond with Andrew Mora, CRO of Cork
Real Growth Starts with Real Conversations
Mature MSPs don't need more tools.
They need more alignment.
That starts by treating your vendor partnerships with the same rigor you apply to client relationships. It means showing up early, asking better questions, and staying invested even after the campaign ends.
And most importantly, it means doing the quiet work that builds loud momentum.
Watch the full interview with Eric Roach from Dropsuite here:
By operationalizing partner relationships—not just maintaining them—you position your MSP for compounding returns. Because when both sides are all-in, you're no longer just marketing together; you're building something bigger.
Explore how to Generate More Referrals for MSPs and Strengthen Your MSP Business Model to keep growing through aligned partnerships.
Want help refining your strategic partner playbook? Book time with Carrie Richardson to audit your current approach and start seeing real growth.
Dropsuite at Booth 601 |Pax8 Beyond
Helping MSPs strengthen datasecurity with secure, compliant backup for Microsoft 365 — including Entra ID —and Google Workspace.
Heading to Pax8 Beyond? Stop by Booth 601 (right on the right of the entrance) to talk with the Dropsuite team or reach out to schedule a time to connect outside the event.
You'll find Fox & Crow group at booth 929 - look for the T-rex, come grab a t-shirt, and talk sales and marketing growth strategies with Ian and Carrie Richardson.
FAQs: Strategic Partnerships for Mature MSPs
What makes a partnership 'strategic' rather than transactional?
Strategic partnerships align on goals, messaging, and joint execution. They're rooted in shared outcomes, not just co-branded collateral.
How do I identify which vendors could become strategic partners?
Look for vendors that are already invested in your growth—those offering co-marketing, joint events, or sales enablement. Start there.
What KPIs matter in evaluating partnership success?
Focus on deal velocity, new client acquisition, joint pipeline created, and partner-influenced revenue.
How often should I review partner performance?
Quarterly is ideal. Consider aligning these reviews with your internal QBRs to ensure cross-functional accountability.
Is it worth investing in vendor-focused events?
Absolutely—if you plan ahead. Events like PAX8 Beyond become high ROI when approached with specific goals and cross-team preparation.
What are some early wins MSPs can look for when launching a new partnership?
Co-branded email campaigns, shared referral incentives, or bundled service offerings can help test synergy and gather fast feedback.
What role does trust play in strategic vendor partnerships?
Trust is foundational. Vendors need confidence that you'll follow through, and MSPs need to know that their partners will deliver when it matters most. Without mutual trust, alignment breaks down and results suffer.
How can MSPs build influence with strategic vendors?
Influence comes from consistency, collaboration, and transparency. Share data, offer feedback, and be the first to raise your hand for pilot programs. Vendors reward proactive, engaged partners.
Can vendor relationships help MSPs enter new verticals?
Absolutely. A well-aligned vendor can help you test-market offerings in adjacent industries by sharing success stories, collateral, and vertical-specific insights. This helps you reduce risk while exploring new revenue streams.
What should MSPs avoid in vendor partnerships?
Avoid over-reliance on one partner, lack of accountability, and unclear expectations. Strategic doesn't mean static—review and evolve the relationship regularly to ensure mutual benefit.
