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Virtual Event

December 9, 2025 | 12pm ET | Online

Leveraging Vendor Partnerships For Differentiation

Leveraging Vendor Partnerships For Differentiation

In a crowded marketplace, differentiation is the key to standing out, retaining clients, and avoiding the race to the bottom of price-based competition. The good news? Your vendor partnerships hold the power to set you apart.

Join us for “Leveraging Vendor Partnerships for Differentiation,” where we’ll dive into how vendor solutions and partner programs can elevate your business. Learn to maximize the value of your channel relationships to create unique offerings, enhance client loyalty, and generate steady recurring revenue.

This webinar will provide actionable insights on integrating vendor resources into your strategy, aligning with client needs, and positioning your business as a trusted, innovative partner. If you’re ready to unlock the full potential of your partnerships and gain a competitive edge, this session is for you.

Don’t miss the opportunity to turn your vendor relationships into a strategic advantage!

Sessions start at 12:00pm ET

Event Details

Dates

December 9, 2025 | 12pm ET

Location

Online

Event Schedule
Speakers
Sponsors
Additional Info

Event Schedule

Dec
9

Sessions for Tuesday, December 9, 2025

12:00 PM
Opening Remarks
Online
Anjali Fluker
Managing Editor
The ChannelPro Network
12:05 PM
How to Get 10x More from Your Vendor Relationships
Learn More
Zac Cramer
CEO
IT Assurance
Many MSPs treat vendors like disposable tissues. Useful in the moment, but then quickly thrown away. Successful IT Providers know them as strategic assets. In this dynamic online session, MSP leader and EOS Implementation Expert Zachary Cramer will show how taking a human approach to vendor relationships unlocks growth and efficiency. You’ll learn how to build relationships, track performance, and hold vendors accountable when they aren’t delivering on their promises. Zac will also highlight big wins…and losses from their journey to get vendors to give them money and other free things!
12:35 PM
Stop Saying No! How MSPs Can Turn "We Don't Do That" into Passive Revenue
Learn More
Sponsored by TruNorth Dynamics
Ole Gjerde
CEO
TruNorth Dynamics
Every time you tell a client, “Sorry, we don’t do that,” you’re leaving money—and trust—on the table. Today’s MSPs can’t just manage systems; they need to guide clients toward solutions that drive real business results. In this session, you’ll learn how partnering with companies like TruNorth Dynamics can help you fill the gaps your internal team can’t, deliver complete technology strategies, and strengthen your role as a trusted advisor—while earning some extra MRR along the way. Discover how referring Dynamics 365, Power Platform, and other solutions your team doesn’t currently support can boost your margins and client loyalty without adding operational headaches. It’s time to stop saying no and start leading the way forward.
12:55 PM
From Reactive to Proactive: How MSPs Build Loyalty and Recurring Revenue with LogMeIn
Learn More
Sponsored by LogMeIn
Jennifer Six
Sr. Product Marketing Manager
LogMeIn
LogMeIn’s all-in-one IT management platform empowers managed service providers to deliver next-level customer experiences and accelerate business growth. In this session, we’ll explore how LogMeIn Resolve can streamline your operations, unify essential services like data protection, mobile device management, and advanced security, and leverage AI-driven automation to work smarter and faster.
1:15 PM
How to Sell and Make a Healthy MRR Off a Pentest
Learn More
Sponsored by Kaseya
Brandon Taylor
Channel Development Manager
Kaseya
In today’s rapidly evolving cybersecurity landscape, balancing profitability with effective security services is a challenge for many managed service providers (MSPs) and security consultants. In this session, “How to Sell and Make a Healthy MRR off a Pentest,” Luke Dexter Patneau—former Penetration Tester at Vonahi and current Channel Development Manager at Kaseya—will explore how to strategically integrate automated penetration testing into a recurring revenue model. Attendees will learn how to price and position pentesting services for sustainable monthly recurring revenue (MRR), while ensuring clients see measurable improvements in their overall security posture. The presentation will focus on how automation can streamline delivery without sacrificing quality, how to align security outcomes with business goals, and how to turn penetration testing into both a profit center and a value-driven security practice.
1:35 PM
Product Demo by Bumblebee
Sponsored by Bumblebee
Hexi (Zilong) Xiao
CEO
Bumblebee
1:55 PM
Q&A with an Ethical Hacker: Is Your Biggest Security Weakness Your Vendors?
Learn More
Patrick Laverty
Security Consultant
Compass Cyberguard
When Certified Ethical Hacker Patrick Laverty was hired to test a city’s security, he uncovered a chilling truth: lives were at risk. Through social engineering and exploiting poorly managed third party access, he gained control over systems that could have endangered thousands. In this eye-opening Q&A session, Patrick will share his story and answer your questions on vendor trust and shared responsibility. Learn how MSPs can apply those lessons to vet vendors, secure supply chains, and protect clients.
2:20 PM
Leveraging Vendor Partnerships for Differentiation
Learn More
Michael Siggins
Founder, Publisher
The ChannelPro Network
Kathryn Rose
Founder
ChannelWise
Standing out as an MSP is hard, but strong vendor partnerships can be a major advantage. This session shows you how to be a better partner, use vendor programs more effectively, and tap into resources that help you differentiate your services. You’ll learn a simple three-tier model to prioritize vendors based on real business impact, along with a quick “Tier Your Vendors” exercise to help you decide where to deepen, or scale back, your effort. We’ll also introduce the ACE Partner Framework (Align, Communicate, Execute), a practical guide for strengthening high-value partnerships and turning vendor collaboration into a clear competitive edge.

Speakers

Speakers

Zac Cramer
CEO
IT Assurance
Learn More

Zac Cramer is the founder and CEO of IT Assurance, just another mid-sized MSP - until you notice their entire business model flips conventional IT wisdom. While the industry chases automation and AI, Zac built a company that stubbornly puts humans first, proving that technology works best when it enables connections rather than replaces them. Under their leadership, IT Assurance has become known for something rare in tech: a team that genuinely loves showing up to work (yes, even the help desk). Never content with just one challenge, Zac also serves as an EOS Implementer for other MSPs, speaking both "tech" and "business" fluently. When not revolutionizing IT services, they can be found enthusiastically explaining airport infrastructure to unsuspecting victims - ask them about the penalty box at O'Hare or Blucifer, the murderous blue horse statue at Denver International.
How to Get 10x More from Your Vendor Relationships
Dec 9, 2025 12:05pm
Anjali Fluker
Managing Editor
The ChannelPro Network
Learn More

Anjali Fluker is Senior Channel Editor at The ChannelPro Network. She is an award-winning reporter and editor in the news industry for 25 years, specializing in topics including sports, local government, real estate and development, restaurants, and transportation for publications in Detroit, MI, and Orlando, FL.
Opening Remarks
Dec 9, 2025 12:00pm
Online
Ole Gjerde
CEO
TruNorth Dynamics
Learn More

As CEO of TruNorth Dynamics, Ole Gjerde brings a fresh perspective to the Microsoft Dynamics space. With a Computer Science degree from North Dakota State University, his journey includes co-founding an IT services company during his college years. Under his leadership, TruNorth Dynamics evolving from a traditional Business Applications project company to a dynamic, product-focused organization, specializing in innovative Microsoft Dynamics solutions. Ole is known for his strategic approach and adaptability, qualities that have steered his company through significant transformations. As a speaker, he combines insightful business strategies with practical applications, focusing on how businesses can leverage technology for growth. Ole's presentations blend valuable insights with actionable steps, aimed at helping others navigate the complexities of digital transformation.
Stop Saying No! How MSPs Can Turn "We Don't Do That" into Passive Revenue
Dec 9, 2025 12:35pm
Patrick Laverty
Security Consultant
Compass Cyberguard
Learn More

Patrick Laverty is a Certified Ethical Hacker, Offensive Security Certified Professional, and Certified Social Engineer Penetration Tester with extensive experience in risk analysis, social engineering, and penetration testing. A trusted cybersecurity expert often featured in media and at industry conferences, he brings a practical, human-centered perspective to understanding and preventing cyber threats.
Q&A with an Ethical Hacker: Is Your Biggest Security Weakness Your Vendors?
Dec 9, 2025 1:55pm
Kathryn Rose
Founder
ChannelWise
Learn More

Kathryn Rose is an innovator, and the founding CEO of award-winning technology platform marketplaces (getWise, channelWise) that power expertise as a service for companies, communities, small businesses, professionals and IT channel vendors/partners to accelerate business or career growth. She is a former Wall Street executive sales leader and an author of 9 books. She has been featured in Forbes, Inc. Magazine, CBS Marketwatch, Fox News and more. She was recently named Worth Magazine Top 100 Entrepreneurs, Forbes Top 1000 innovators and a member of the prestigious Nasdaq Milestone Makers program.
Leveraging Vendor Partnerships for Differentiation
Dec 9, 2025 2:20pm
Michael Siggins
Founder, Publisher
The ChannelPro Network
Learn More

Michael Siggins is the founder and publisher of The ChannelPro Network. Since March 2007 the network has been providing targeted business and technology information for the IT channel. Via its print and online properties, the network delivers expert opinion, analysis, news, product reviews, and advice vital to business success. Michael is also president and publisher of ChannelPro: The Insider’s Guide to SMB, the only channel media property dedicated to the needs of channel professionals working in the SMB marketplace. Prior to founding The ChannelPro Network, Michael worked for more than 14 years at IDG, the world’s leading technology media, events, and research company.
Leveraging Vendor Partnerships for Differentiation
Dec 9, 2025 2:20pm
Jennifer Six
Sr. Product Marketing Manager
LogMeIn
Learn More

Jen Six is a Senior Product Marketing Manager at LogMeIn, supporting the go-to-market strategy for LogMeIn Resolve — a solution designed to help Managed Service Providers simplify IT management and deliver exceptional client experiences. She’s passionate about helping MSPs work smarter, strengthen customer relationships, and grow sustainably.
From Reactive to Proactive: How MSPs Build Loyalty and Recurring Revenue with LogMeIn
Dec 9, 2025 12:55pm
Brandon Taylor
Channel Development Manager
Kaseya
Learn More

Brandon Taylor is a Channel Development Manager at Kaseya with over a decade of experience in the IT channel, including six years at Kaseya. In his current role, he helps MSP partners grow their businesses through strategic alignment with Datto BCDR and the broader Kaseya IT Complete platform. With a strong background in sales engineering, partner enablement, and technical sales, Brandon brings both strategic insight and real-world experience to every partner interaction. He also serves as a board member and part owner of his family’s MSP, giving him a unique perspective on the needs and goals of service providers. Brandon is passionate about empowering partners with the tools, knowledge, and support they need to thrive in a competitive market.
How to Sell and Make a Healthy MRR Off a Pentest
Dec 9, 2025 1:15pm
Hexi (Zilong) Xiao
CEO
Bumblebee

Product Demo by Bumblebee
Dec 9, 2025 1:35pm

Sponsors

Cancellation

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The ChannelPro Network is a media company providing targeted business and technology information for IT decision makers and channel partners. Via its websites, live events and quarterly special reports, The ChannelPro Network delivers expert opinion, analysis, news, product reviews, and advice for IT decision makers and channel partners. Perspectives from partners, vendors, distributors, and analysts are spotlighted daily.

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