AGENDA

Marketing gets blamed for weak pipeline more than it gets credit for building one. Every MSP and MSSP is chasing the same few thousand buyers, running the same three tactics, and wondering why nothing breaks through. The gap usually isn't budget, it's what happens left of sale, before a rep ever picks up the phone.

This panel puts four marketing and go-to-market leaders on stage to name the lessons they’ve learned the hard way. They’ll cover what's broken: the awareness plays that waste spend, the sales handoffs that quietly kill deals, and the "differentiation" that reads identical across every MSP website. Moderated by MSP Operator and Cynomi Chief Evangelist Tim Coach, the conversation brings together Cynomi CMO Erin McLean, Compass MSP CMO Roxi Ozolins, and NetFriends CEO John Snyder, three leaders who've built marketing functions from opposite starting points and hit the same walls.

What You'll Learn

• What Not to Do: the awareness and demand-gen habits MSPs keep repeating even after they stop working
• How to Set Sales Up to Win: what marketing owes sales before a lead ever gets a name, and where that handoff breaks
• What Real Awareness Looks Like: standing out in a market where every competitor's message sounds interchangeable
• How to Staff and Budget, Honestly: what marketing costs to do well, and who you need in the room to do it
• How to Build Pipeline that Holds Up: the engagement tactics driving qualified pipeline right now, versus the ones just generating noise

Together we’ll cover four different vantage points – focusing on what moves a buyer from unaware to in-pipeline, and what's just theater. If you own a revenue number this year this session is built to be used, not just heard. You'll walk out with the specific things to stop doing immediately and a clear answer to the one marketing question that matters most: what to fix first.