Today I sat through a webinar hosted by Dan Tomaszewski from Kaseya that overviewed the * Kaseya 2025 Global MSP Benchmark Report, and it provided a lot of solid information for the MSP owner. Growth was one of the primary themes of the report spanning from adding net new customers, through expansion within the customer base, and adding new services, such as co-managed IT (one of the larger growth areas). Another theme was the intense competition as new MSPs seem to spring up weekly.
The ability to add new customers was more intense with smaller MSPs as the report found that small to midsize MSPs, with 50 or fewer employees, struggle with sales as they face limited resources and lack a structured sales process, making it difficult to attract and convert leads. This group’s top hurdles include: No dedicated sales rep to handle prospecting and outreach; no formal lead-generation strategy, leaving growth to chance, and intense competition from both new and established MSPs
More than half of MSPs want to improve their marketing efforts and that is a positive sign. Yet according to Axios Media Trends, from May 2024 through February 2025 traditional online search traffic decreased by 15%, coinciding with Google’s launch of AI search summaries in May 2024. That trend is forecasted to continue as web search becomes a legacy business. Moreover, with Microsoft’s change to junk email filtering in Oct 2024 it has become more difficult to have email messaging hit your target’s inbox.
Being well versed in today’s email marketing, AI structured website and content, and answer engine optimization (AEO) are the entry points to solid marketing. Being able to track prospects across touches—not just who is opening your email but which of those opens result in clicks to your website and where are they spending their time once they get there—is critical to marketing success.
Complimenting your marketing efforts with a solid outreach strategy is critical as there won’t be a lot of reason for prospects to search for you if your competitors are calling on them with sales resources. There are also many companies that accept the status quo of “acceptable” service until a sales professional can ask the correct questions to highlight reasons to look at a new provider.
By Tom Callinan, President, Revity Sales
The Revity Solution
At Revity, our Business Development as a Service (BDaaS) solution provides everything from targeted lead generation and appointment setting to comprehensive marketing campaigns. If you’re ready to build a sales strategy and grow your MSP, Revity can help you achieve your goals.
