What Being an MSP Actually Means Now

The role of the MSP is changing. AI is levelling the playing field, break-fix work is shrinking, and Australian MSPs who keep positioning themselves as “the IT company” are going to feel it.

In this episode, recorded live at the Catalyst conference in Sydney, Daniel Butt, Director of Danet Technology, shares what it really takes to stay relevant as a managed service provider in 2026. From using AI to go deeper with clients, to escaping the race to the bottom on MSP pricing, to making the shift from IT support to strategic technology partner, this is a conversation every Australian MSP owner needs to hear.

  • Growth & Strategy, Sales & Marketing
LISTEN ON:
Spotify
Youtube
Vimeo
SHARE THIS EPISODE:

Key Takeaways

1

AI Is Forcing MSPs to Go Deeper, Not Just Move Faster

AI isn't just a productivity tool. It's raising the bar on what clients expect from their MSP. If you're not using it to understand your clients' businesses more deeply, someone else will.

2

The Break-Fix Era Is Over

Technology is more stable, the cloud solved a lot of the old problems, and younger clients are more self-sufficient. The traditional MSP service model is shrinking. The question is what you're building in its place.

3

Position Yourself as a Strategic Partner, Not an IT Company

Clients who see you as just the IT company will cut you when budgets tighten. Clients who see you as a strategic partner will fight to keep you. That distinction starts with how you show up, not just what you deliver.

4

Race-to-the-Bottom Pricing Hurts Everyone, Including Your Clients

Unsustainable pricing doesn't just damage your business. When an underpriced MSP folds, their clients wear the consequences. Charging what you're worth is a responsibility, not just a commercial decision.

5

Vendor Relationships Are as Important as Client Relationships

Jumping vendors for a slightly better rate is a false economy. Loyalty, consistency, and genuine partnership with your vendors builds the kind of support that shows up when you actually need it.

Featured Panelists
Ben Town
Hosted Network
Daniel Butt
Daniel Butt
Danet Technology

Related Episodes

The Vertical Advantage
Growth & StrategySales & Marketing
Buy, Build or Partner: How MSPs Are Growing Through M&A
Growth & StrategySales & Marketing
Filling the Whitespace: Finding The Hidden Revenue in Your Client Base
Growth & StrategySales & Marketing
Price Pushback: How MSPs Are Closing Deals Despite Tighter Client Budgets
Growth & StrategySales & Marketing
Start the Year Strong: Build a Pipeline That Actually Converts
Sales & Marketing
Meeting Market Demand: The Evolution of the MSP Offering
Growth & Strategy
How Smart MSPs Deliver Outstanding Customer Experiences
OperationsSales & Marketing
Sales & Marketing: How to Fuel the MSP Growth Engine
Growth & StrategySales & Marketing
Unlock AI for Your MSP: Driving Business Growth and Efficiency
Growth & StrategyTechnology
Building a Successful Cyber Security Practice Within Your MSP
Growth & StrategyTechnology