While traditional VARs depend heavily on market development funds and other vendor-sponsored programs, MSPs typically push more aggressively to develop their own brands and to articulate the value of their services. That's a healthy trend, according to Kesslin.
Sure, VARs should have an ongoing dialog with their vendors. But that doesn't mean the vendor's brand should eclipse your own brand, notes Kesslin.
During a workshop at the event, Kesslin also shared the 10 top reasons solutions providers don't invest in marketing. It's an interesting read that will surely benefit MSPs as well.