Post by Channel Marketing Association

Most vendors think they understand their MSP partners. The data says otherwise. Peter Kujawa spent 11 years running an MSP, and today he oversees benchmarking data from thousands of MSPs and VARs worldwide while leading ConnectWise's IT Nation Evolve peer groups. In this conversation with Kathryn Rose ⭐, co-founder of the Channel Marketing Association and Channel Sales Association, Peter pulls back the curtain on what the numbers actually reveal — and what most vendors are getting wrong. From the $26,000 cost to acquire a single customer, to why 65% of tool decisions are being made by service managers (not owners), to the real math behind why adding your product could actually hurt an MSP's margins — this session gives channel marketers and sellers a rare, data-backed look at the world through their partners' eyes. Whether you're trying to get into an MSP's stack, support their growth, or figure out how to position AI-driven products, this is the conversation you didn't know you needed. Anthony Graziano | Diane Brode | Jenn McDonald | Leslie Vitrano Hubright | Lisa Quinby | Maisa Fernandez | Nicole Steele | Sam Sundstrom | Staci Wimes Corbett, MBA

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