Episode Details

By Doug Green “You need to master AI from two perspectives: how to use it, and how to make money from it.” In this Technology Reseller News podcast recorded at MSP Summit, Rick Beckers of The Channel Crew discusses the company’s new channel consultancy model and how it is helping MSPs and technology vendors grow with a combination of strategy, marketing, software and AI. The Channel Crew brings together experienced channel strategists, software platforms and digital marketing capabilities to help vendors enter and scale within the indirect channel. Beckers says the organization’s subject matter experts collectively represent hundreds of years of channel experience, covering areas such as CRM, PRM, marketing automation, marketplaces, M&A and business strategy. For MSPs, the challenge is often straightforward: they are technically strong, but growth can take a back seat to the demands of running the business. “MSPs are busy putting out fires,” Beckers says. “They weren’t necessarily trained in sales and marketing.” The Channel Crew is designed to help fill that gap with lead generation, sales strategy, marketing execution and tools intended to help MSPs convert more business. Beckers brings direct experience to that conversation. He has owned an MSP for more than 35 years and has watched the model evolve from break-fix to managed services and now toward AI-enabled consulting. He believes MSPs should be looking at AI in two ways. First, many of the tools they already use are being transformed by AI, meaning providers should reassess systems such as CRM, marketing platforms and other core business applications. Second, MSPs need to determine how they can monetize AI. The Channel Crew is developing a training program designed to help MSPs become AI consultants, starting with practical customer conversations and building toward a broader AI services practice. Beckers says the goal is to help MSPs move beyond simply using AI internally and begin creating revenue around it. The company also works with partners in areas including private equity, M&A and legal services, giving MSPs access to expertise as they grow, build equity and potentially prepare for acquisition or sale. Visit TheChannelCrew.com to learn more.