Addressing a Critical Market Trend
When you see a mistake being made, you are not always in a position to say or do anything about it. Fortunately, I am in a position to address a significant trend in the market that needs immediate correction. You might be wondering what this mistake is and what can be done about it. Let me explain.
The Cloud Gold Rush
Currently, there is a cloud gold rush happening. Hardware, software, and other cloud-enabling companies are all vying for the attention of their customers. While a small percentage of these companies are targeting end-user customers directly, the majority are focusing their efforts on the Managed Service Provider (MSP) channel. These companies are trying to engage MSPs in conversations about why they should promote their cloud technology to end-users. However, there is a critical oversight in this approach: many of these companies are neglecting the Remote Monitoring and Management (RMM) community, which could have severe consequences.
Importance of RMM for MSPs
MSPs rely heavily on their RMM technology. The ability to have a “single pane of glass” and other centralized technical and operational functions powered by their RMM platform is crucial for MSPs. Consequently, the relationship between an MSP and their RMM vendor is vital. New technology vendors often ask me, “How do I sell to MSPs?” My response is invariably, “Have you engaged with the RMM community?” Most have not considered this. Even those aware of the RMM community often fail to engage in dialogue with these companies or consider how RMM technology will integrate with their cloud agenda.
Key Considerations for Cloud Vendors
Here are a few things every cloud vendor should consider when approaching the MSP channel:
- Integration Strategy: Ensure your cloud technology has an integration strategy with the RMM community. If MSPs cannot view it in their RMM platform, they are unlikely to adopt it seriously.
- Engage RMM Vendors: Make sure RMM vendors know who you are and what you are doing. While your goal is to reach MSPs, you need RMM vendors on your side. Neglecting them could backfire.
- Co-Marketing Opportunities: Depending on your resources, you may find RMM companies willing to collaborate on joint marketing and lead generation opportunities. Complementary messaging can improve the chances of success for both companies.
Avoiding the Blind Spot
I am not just writing this to fill space. There is a significant blind spot regarding new cloud vendors who are unaware of the MSP ecosystem and how RMM vendors operate within it. Avoid this mistake, or you could find yourself on the outside of the MSP channel looking in—a position no company wants to be in.