Acquiring new customers (43%) and revenue growth (37%) top the list of MSP concerns according to Datto's latest industry research. But here's the uncomfortable truth revealed by 6sense data: by the time a prospect reaches out to your MSP, they've likely already decided whom they'll choose.
The buyer's decision timeline
According to 6sense, the traditional sales approach is fundamentally misaligned with how buyers actually make decisions:
- 70% of buyers have progressed through most of their purchasing process before engaging with a seller
- 80% have already identified their preferred vendor before initial contact
- 85% have established their purchase requirements prior to speaking with anyone
- The first vendor contacted wins 81% of deals
This data highlights a critical insight: the game is often decided before you even get to play - a challenge directly connected to why Datto's research found that 16% of MSPs rank customer acquisition as their single most pressing issue.
Strategic differentiation: what market leaders understand
Forward-thinking MSPs have recognised this shift in buyer behaviour and adapted their go-to-market strategies accordingly. Rather than waiting for buyers to initiate contact, these organisations proactively:
- Establish themselves as the first solution provider that comes to mind
- Develop category ownership and thought leadership
- Create environments where buyers seek them out, rather than pursuing prospects
Four pillars of modern GTM excellence
What we've found working with MSPs for over a decade is that the most successful providers are building comprehensive systems that proactively engage buyers long before they make purchasing decisions. Here's how the leading providers are structuring their approach:
1. Strategic market & customer focus
While traditional lead generation remains fixated on identifying immediate opportunities, 6sense data supports a more strategic demand creation approach that begins with deep customer understanding.
Elite MSPs focus on positioning themselves as the natural choice when buyers eventually enter the market - a strategy that addresses the 37% of MSPs who cited revenue growth as a top concern in the Datto survey. Our advice here is to begin with thorough market segmentation, customer interviews, and competitor research before defining an ideal customer profile (ICP), developing refined customer journeys leading to sharp differentiated positioning and messaging.
2. Brand authority as market foundation
6sense research demonstrates that visibility across multiple channels creates cumulative impact. Successful MSPs understand that brand positioning, differentiation, visual identity, and consistent messaging aren't just marketing exercises - they're foundational elements of revenue generation.
Market-leading MSPs maintain presence through strategic content marketing, industry events, podcast appearances, LinkedIn engagement, and partnership ecosystems - creating the omnipresence that influences buyer perception before active purchasing begins. Our advice is to treat brand development as a phased journey: after segmentation and targeting in 1 above, move to positioning and differentiation, then building cohesive brand assets, and finally maintaining an evolving brand presence with measurable awareness metrics.
3. Value-driven proposition & educational leadership
According to 6sense, educational content that addresses market challenges proactively builds trust and credibility. Modern MSP revenue engines recognise that well-defined value propositions, benefit-focused messaging that appeals to the emotions of your buyer must be developed before effective demand generation can occur.
This educational approach aligns with Datto's findings that 42% of MSPs plan to offer security education training and 45% plan to provide security audits in the next 12 months - recognising that thought leadership creates market differentiation.
4. Sales enablement excellence & response velocity
When prospects do reach out, 6sense data confirms that speed and quality of response significantly impact outcomes. This represents the final critical component in a comprehensive revenue engine.
Top performers implement frictionless engagement processes that capitalise on every interaction opportunity.
Our advice here is to have a well defined sales process, starting with a timely quality response, followed by a confident controlled sales process, bringing the prospect on a journey from enquiry to close. It’s advisable that this journey is lubricated with branded sales enablement content.
The strategic imperative
The most successful MSPs approach growth systematically rather than reactively. Many MSPs struggle with unpredictable growth due to inconsistent lead flow, missing upsell opportunities, and inefficient GTM execution.
The choice for MSPs is clear: continue with reactive, inconsistent and scattered go to market approaches or build a predictable GTM revenue engine
While most providers will make do with scattered, inconsistent models, those who implement a proven GTM revenue engine will create sustainable competitive advantages in their markets.
What strategic GTM adjustments will your MSP implement to get ahead of the buyer's journey?
