Exclusive MSP sales training from industry experts
Building an Industry-Leading Cybersecurity Sales Engine for MSPs:
What it takes to land large, co-managed business
June 30, 2022 | 1 pm ET
In this webinar, we will cover:
- Building the right security bundle
- How to focus on the right companies
- Knowing the value proposition
- Differentiating yourself from the competition
- Generating leads and meetings
- ... and more!
Steven Legg, CEO, Antigen Security
Steven has two decades of experience in the Information Technology and Information Security fields. Prior to founding Antigen, he spent eight years focusing on governance, risk, and compliance within security programs while most recently building a strategic services practice for a Managed Detection & Response firm.
Steven has developed programs that specifically address security maturity, architecture, and risk in addition to other domains such as Incident Response. His Virtual CISO duties led him to work with regulatory organizations including the SEC, NERC, OEB, and more.
Michael Cummings, Managing Director, The Sales Transformation Program Institute
Currently, Michael leads the sales transformation program for an elite sales peer group whose members achieve a sustained annual revenue growth of 25-33%. He works with MSP owners to build their personal competency to drive a sales engine and execute the full range of organizational capabilities, sales methods/techniques and management tools required to produce results.
For over 25 years, he has focused on consulting to industry leading business to business companies—especially in the fields of information technology, cloud computing, business consulting, systems integration/outsourcing, internet technology, software and telecommunications.
His has built multi-year, senior executive relationships with IBM, Cisco, Accenture, Big 4 firms, SAP, AT&T, Siemens and Motorola.
Ryan Ikeler, Head of MSP/MSSP Channel Sales, Illumio
Ryan has led the MSP field as a top business development executive with three organizations. In his last role with an industry-leading MSP, Ryan spearheaded its transformation to an XSP (MSP+MSSP) that doubled their sales over a 2 year period (from $ 7M to $ 14M). As a result, he was named CEO.
He now works with MSSPs and MSPs to help build their cybersecurity business to act as a sales channel for a micro-segmentation product that is well-established in the enterprise arena and growing rapidly in the SMB space.
Most MSPs are missing out on sales opportunities
There is an unprecedented market opportunity for MSPs happening right now—but most MSPs are missing out.
During 2022, we have seen massive growth in the demand for managed cyber-security services with large and mid-sized companies. And MSPs are uniquely positioned to win this business from pure MSSPs.
Why are MSPs missing this opportunity?
They are unwilling to go “all in” on a rock-solid cybersecurity business model and sales engine–and failing to make the required changes to be a serious player with larger companies.
Instead, they make some critical sales errors:
- Bolting on cybersecurity to their existing MSP business model—by adding a security stack of mis-aligned products
- Marketing this capability in a “me-too” fashion
- Failing to change their sales process to address the “C-level”
- Making their buying process too complex and underestimating the unique challenges in managing these relationships.
However, an elite group of MSPs have avoided these pitfalls and are winning this business.
Learn how you can do the same!
In this webinar we will cover:
- Building the right security bundle
- Focus on the right companies
- Knowing the value proposition
- Differentiating yourself from the competition
- Generating leads and meetings
- And more!
Based on our work with top-performing MSPs capturing co-managed business with larger companies, we believe there are seven pillars of competency required to be a serious player:
1. Organizational Readiness: Evaluate if you have the foundation in place to compete including the right stack of cyber-security assets, comprehensive processes, blue-chip talent and partner relationships.
2. The Right Focus: Pro-actively focusing on larger companies with small IT departments – especially those having difficulty hiring and retaining talent. Concentrating on specific niches. Reaching out to both CFOs/Controllers and the inside IT leader.
3. Knowing The Value Proposition: Delivering a business controls framework that manages risk on a systematic basis, delivers cyber-resiliency and hardens the IT environment on a planned basis.
4. Positioning and Differentiating Your MSP: Separate yourself from the blizzard of “me-too” noise. Tailor your web-site to the co-managed buyer journey. Provide proof points.Profile your relationships, how they work and the client value realized. Use case studies, checklists and other assets to demonstrate credibility.
5. Mastering A New Sales Process: Adapting your sales approach to the buying process. Controlling the Discovery meeting and asking the right questions, managing the sale across multiple decision-makers, addressing network complexity, making the business case, navigating layers of decision-making and keeping momentum intact.
6. Generating Leads and Discovery Meeting: Execute a portfolio of integrated marketing and prospecting activities that reach C-level and IT buyers – including surgical prospecting, leveraging job postings, systematic referral generation, business association engagement, alliances, educational programs, mini-events (roundtables and executive briefings) and digital campaigns
7. Embracing Client Program Management: Deploying the right team. Building working relationships. Tracking metrics, Conducting weekly/b-weekly partnership meetings. Defining rules of engagement and hard edges. Building roadmaps and budget.
