First hand insight into vendor forward planning empowers MSPs to act early and deliver a strategic advantage – and it’s time this was the norm, writes Loucerna Director Louise Grant.
One of the most significant frustrations for MSPs is the lack of visibility into vendor strategies, particularly regarding channel GTM approaches and product development pipelines. The channel often finds out too late to react, let alone plan strategically. If vendors want their channel to invest in them, they need to help partners see where they’re going. That means fewer silos, more two-way communication and a commitment to long-term collaboration.
The fact is that vendors frequently operate in siloed environments where product and sales teams function with limited cross-departmental visibility. This disjointed approach leaves MSPs without the critical information they need to align their resources and strategies with vendor priorities. To combat this, vendors should prioritise breaking down these silos by promoting interdepartmental communication and collaboration. Transparent roadmaps shared across teams can help ensure MSPs (and the wider channel) have access to unified and consistent messaging.
MSPs want to work with vendors who treat them like strategic partners – not just sales execution arms. This starts with transparency and partners becoming part of the planning conversation. Even if things change, a directional view helps MSPs make informed decisions about their offerings, hiring, marketing and customer conversations.
Building bridges
Advanced collaboration tools such as shared dashboards, roadmaps and forecasting platforms can serve as bridges between vendors and MSPs. These tools enable real-time insights into vendor strategies, providing MSPs with the clarity they need to identify trends, anticipate changes and contribute meaningfully to joint success.
Vendors should also bring key partners into roadmap conversations and early product feedback loops. Some of the most valuable insights live outside the vendor organisation. That feedback doesn’t just help MSPs feel included, it inevitably improves vendor outcomes.
Some vendors are getting this right with partner advisory boards, regular strategy briefings and dedicated planning sessions. But too many still treat transparency like a nice-to-have. It’s not. It’s foundational.