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Growth Strategy for VARs, MSPs & MSSPs
Growth strategy for VARs, MSPs and MSSPs.
Most channel marketing advice is written for vendors. Strategiza works on the other side of the channel. We help value-added resellers, managed service providers and managed security service providers build pipeline for large sales teams, go to market across federal, SLED, enterprise and SMB segments, and grow revenue from the customers they already have.
01 Pipeline for sales teams of 100+
02 Multi-segment go-to-market: federal, SLED, enterprise and SMB
03 Upsell and cross-sell programs for existing customers
04 Vendor MDF, co-marketing and partner programs put to work
Why it matters
Solution providers need marketing built for how they sell.
VARs, MSPs and MSSPs sell many vendors’ products and their own services to very different buyers. A federal agency, a school district, a Fortune 1000 enterprise and a 50-person business each buy differently, on different contract vehicles and timelines. Generic marketing, or campaigns copied from vendors, rarely fits.
Large sales teams also need a steady flow of qualified opportunities, and the biggest growth often sits in the existing customer base. We build go-to-market plans, campaigns and programs that reflect your segments, your vendor portfolio and your services, and that keep your sellers busy with the right conversations.
Signs you need a channel-side growth strategy
- Your sales team of 100+ needs more qualified pipeline than marketing delivers.
- You sell to federal, SLED, enterprise and SMB buyers with one generic message.
- Vendor MDF and co-marketing funds go unused or produce little pipeline.
- Existing customers buy one solution but don’t know what else you offer.
- Managed and recurring services are growing slower than product resale.
- Marketing and sales disagree on targets, territories and lead quality.
How we work
From go-to-market plan to predictable pipeline.
We build a growth engine around your segments, vendors and sales organization.
01
Assess
We review your segments, vendor portfolio, services, customer base, sales coverage, marketing programs and pipeline data.
02
Plan
We define segment strategies, messaging, offers, territories and pipeline targets for federal, SLED, enterprise and SMB.
03
Launch
We run campaigns, events, account-based programs, vendor co-marketing and customer expansion programs with your sales team.
04
Scale
We measure pipeline and revenue by segment, vendor and program, then shift investment to what works.
What we deliver
Growth programs for solution providers.
01
Go-to-market strategy
Segment, vertical and offer strategy that aligns your vendor portfolio and services with the buyers you want to win.
02
Pipeline generation
Demand generation, account-based marketing, events and sales development support built to feed large sales teams.
03
Public sector marketing
Federal and SLED programs that reflect contract vehicles, procurement cycles, compliance needs and agency priorities.
04
Enterprise & SMB programs
Distinct messaging and campaigns for enterprise accounts and high-volume SMB markets.
05
Customer expansion
Upsell, cross-sell and renewal programs that grow revenue from your existing customer base.
06
Vendor co-marketing & MDF
Plans that put vendor marketing funds, partner programs and joint campaigns to work for your pipeline.
Why Strategiza
We’ve grown solution providers from the inside.
Strategiza’s founder has led marketing inside solution providers, including BlueAlly and Virtual Graffiti, where the business grew from $52M to more than $100M. That work included building pipeline for sales teams of more than 100 people, running go-to-market across federal, SLED, enterprise and SMB segments, and driving more than $16M in upsell revenue from existing customers.
- Channel-side experience. We know how VARs, MSPs and MSSPs sell, not just how vendors market.
- Multi-segment expertise. Federal, SLED, enterprise and SMB, each with its own plan.
- Pipeline focus. Programs measured by opportunities and revenue for your sellers.
- Customer growth. Expansion programs that unlock revenue in your installed base.
- Month-to-month. Ongoing programs with no long-term lock-in.
Engagement models
Strategy projects and ongoing growth programs.
Growth assessments and go-to-market plans are fixed-fee projects. Ongoing pipeline and customer expansion programs run month-to-month. Media and event costs are separate from our fees. See how pricing works.
Done with you
We build the go-to-market strategy and plans, and coach your marketing team and sales leaders as they run them.
Done for you
We run your growth programs for you: segment campaigns, pipeline generation, vendor co-marketing and customer expansion.
FAQ
Questions from solution providers.
Who is this service for?
Value-added resellers, managed service providers, managed security service providers, systems integrators and other solution providers, especially those with sizable sales teams and multiple customer segments.
Do you have public sector experience?
Yes. We’ve run go-to-market programs for federal and SLED buyers alongside enterprise and SMB, and we plan around how each segment buys.
Can you help us use vendor MDF more effectively?
Yes. We plan co-marketing and MDF-funded programs that meet vendor requirements and produce measurable pipeline for your team.
How do you grow revenue from existing customers?
We analyze your installed base, identify upsell and cross-sell opportunities, and run targeted programs with your account teams to expand solutions and managed services.
Do you also work with vendors?
Yes. For vendors building or improving partner programs, see Channel Partner Program Strategy.
Related services
Let’s talk about your growth.
Book a free 30-minute strategy call. Tell us about your segments, sales team and growth goals, and we’ll recommend the right next step.
info@strategiza.com
+1 480 215 5282 · Irvine, California