For many MSPs, breaking into cloud services can feel like standing at the edge of an opportunity that’s just out of reach. They see the rising demand for modern cloud and continuity services. But building and managing those offerings profitably isn’t always straightforward. That’s where 11:11 Systems comes in.
The company has carved a niche by helping MSPs establish and scale cloud services under their own label without the heavy lift of developing a platform from scratch, said Paul Lee, director of wholesale channel program at 11:11 Systems. “Think about things like infrastructure as a service (IaaS), and backup and disaster recovery (BDR). We’re probably adding the most value in helping our managed service partners actually go to market for services like this.”
For MSPs that already have a cloud practice, whether on an internal or public cloud platform, 11:11 Systems can extend their capabilities. Its platform strengthens MSP portfolios and recurring revenue without complexity. For those just starting out, 11:11 provides the foundation, education, and go-to-market tools to launch a full IaaS practice.
Paul Lee
Built on Education and Enablement
Keeping its partners in the know isn’t an afterthought at 11:11 Systems. It’s the foundation of the resilient cloud platform provider’s partner experience. “We really put a lot of emphasis on the onboarding process and education,” Lee explained. “We understand that for a lot of our MSP partners, being able to self-service and have that kind of flexibility and agility on the services platform themselves is really important.”
By walking partners through service sizing, technical requirements, and common pitfalls, 11:11 Systems enables them to operate efficiently and independently. “That’s why we spend so much time and effort upfront on what the services are, how do they work, how do you size them,” Lee added.
Standing Out in a Crowded Market
Public cloud providers and DIY approaches dominate the market. However, 11:11 Systems stands out with a wholesale model that combines partner enablement and technical excellence, Lee said.
Paul Lee of 11:11 Systems (center) enjoys conversations with sophisticated MSPs in the channel.
“There aren’t many other providers who are enabling the partners like us while also being able to provide an enterprise-grade service, and just the width and depth of the expertise. We can help them in a lot of different ways.”
Two key differentiators, choice and profitability, resonate most with partners. “The optionality is a big one and ultimately margin — the ability to be profitable at the end of the day,” Lee said.
A Legacy of Experience, Positioned for Growth
Though the 11:11 Systems brand is still young, it is built on decades of experience. “Collectively, [we have] 30-plus years across the various organizations that we rolled together just a few years ago,” Lee said.
That combination of fresh energy and deep expertise has allowed the company to evolve alongside the channel while maintaining a focus on partner success.
Empowering MSP Growth Through Partnership
Having worked in the space for nearly a decade, Lee reflected on how partner conversations have evolved. “The thing that probably excites me the most is just the growth and maturity that we’re seeing. There are stark differences in the kinds of conversations that we were having in 2014-2015 and now. I just think it’s so cool to see that and also be a part of it.”
With its wholesale cloud model, deep technical expertise, and focus on partner education, 11:11 Systems gives MSPs the tools to compete — and win — in a cloud-driven marketplace. For service providers balancing innovation with profitability, that kind of partnership can make all the difference.
Anjali Fluker is senior channel editor for The ChannelPro Network, where she covers news, trends, and best practices for the MSP community. She specializes in telling the stories that matter to IT providers serving the SMB market. When she’s not reporting on the latest in managed services, she’s connecting with channel pros at industry events across the country.
Images: iStock, LinkedIn, Anjali Fluker/ChannelPro
