GTIA’s Mission: Turning Data Into Direction
Carolyn April
Operating a successful IT channel business today takes more than instinct. It takes insight. And no one knows that better than Carolyn April, vice president of research and market intelligence at the Global Technology Industry Association (GTIA). She is on a mission to give MSPs the data and guidance they need to navigate rapid change.
April sat down with ChannelPro at Ingram Micro ONE to discuss industry trends and GTIA’s role as a vendor-neutral hub for research and collaboration.
“Being able to take these high-level innovations and technology advancements and bring them down at a practical level to the people who are actually working in that space — that excites me,” April told ChannelPro.
April dove into the GTIA State of the Channel Report, an annual study analyzing business sentiment, tech trends, and revenue drivers across the global IT channel based on surveys and interviews with hundreds of IT firms. Here are some highlights she shared and what they mean for the IT channel.
The State of the Channel
MSPs are doubling down on AI, cloud, and cybersecurity. However, many still face a shortage of skilled workers needed to keep pace with growth. “The firms that will win are the ones investing in people and partnerships,” April told ChannelPro. “You can’t scale sustainably without both.”
Statistics to Know
- 30% of IT businesses said they are ahead of plans for business goals in 2025, with 53% saying they are on target.
- Four in 10 said a lack of skilled workers poses a significant challenge that could hinder the success of the channel.
- 80% said that cloud services and cybersecurity services will join AI as the biggest revenue drivers in the next two years.
- 88% said they are satisfied with their vendor relationships, including 39% claiming they are highly content.
Actionable Takeaways for MSPs
- Close the skills gap. Prioritize training, certifications, and partnerships to strengthen your capabilities in AI, cybersecurity, and cloud.
- Double down on core revenue streams. According to research, cloud, cybersecurity, and AI have the most money-making potential. Bundle these together in tiered service offerings to increase recurring revenue and client stickiness.
- Strengthen vendor collaboration. If you’re happy with your vendors, that’s a strategic advantage. Leverage vendor programs for training, MDF, and sales enablement. Ask key vendor account reps how you can collaborate more closely.
AI: From Buzzword to Business
AI has moved from hype to profit center, and April’s research showed that MSPs are finding ways to monetize it. “[MSPs] are launching pilot projects and using it internally. It frees up some of their staff to do more strategic things,” said April. “And more are starting to sell some form of AI and generate revenue from it.”
If she were launching her own MSP today, April said she would spend a lot of time on AI. “We’d try to get the whole company set up so that we were AI-enabled from the get-go,” she shared.
Key Data Points
- 53% of channel firms expect significant AI-related revenue growth in 2025, up from 32% in 2024.
- 49% identified adoption of AI tools as a top driver of channel health in 2025.
- 41% reported using AI primarily to automate internal processes.
Actionable Takeaways
- Move from experimentation to execution. Develop paid AI strategy workshops, pilot programs, or consulting packages for clients.
- Adopt AI internally first. Automate internal processes such as ticket routing, reporting, or proposal generation to free staff for higher-value work.
- Educate clients, don’t oversell them. As April pointed out, “Not every customer business needs to go all AI.” Help clients identify practical applications while setting realistic expectations.
Cybersecurity: From Add-on to Core Service
Cybersecurity is table stakes and every MSP must lead with protection. April called it a defining moment for the IT channel. “Cybersecurity has grown from a standalone discipline to a force in the industry,” she said. “It needs to be part of almost every solution that you sell if it isn’t the exclusive solution.”
Noteworthy Numbers
- 49% of channel firms identified “demand for cybersecurity services” as one of the top drivers of channel health in 2025.
- 37% of firms cited a “workforce skills/talent shortage — particularly in cloud, cybersecurity and AI” as a significant inhibitor to success.
- 30% of respondents ranked “difficulty keeping up with the cybersecurity threat landscape” among the major factors contributing to a diminishing channel outlook.
Actionable Takeaways
- Capitalize on demand. With nearly half of the channel citing cybersecurity demand as a growth driver, expand your security stack and managed detection offerings to capture new recurring revenue.
- Close the talent gap. Address workforce shortages by partnering with MSSPs, investing in certifications, and using automation tools to extend your team’s capacity.
- Don’t get overwhelmed, get smart. Stay current with news sites, attend security briefings, and align your security services with best practices.
Navigating Economic Crosswinds
MSPs are operating in a climate of opportunity and caution. The IT services firms that thrive are the ones that stay disciplined and data-driven, April noted. “Nobody wants to be caught short, like many channel firms were during the pandemic. The businesses that grew during the Covid years had good business hygiene: access to credit, cash flow, prepared for that rainy day. That positioning helped them survive.”
Market Signals
According to the GTIA October 2025 Channel Economic Tracker:
- 54% of IT service providers expressed optimism about the economic outlook over the next 12 months.
- 39% reported weak sentiment about the current U.S. economy, matching the year’s spring highs.
- 69% of respondents said they are fully or partially passing tariff costs on to customers.
- 51% reported increasing inventory in anticipation of tariff impacts.
Actionable Takeaways
- Adjust, don’t absorb rising costs. Revisit your pricing model and contracts to ensure rising expenses are covered while maintaining transparency with clients.
- Stock smarter. Evaluate supply-chain partners and forecast demand early, especially for hardware and critical components.
- Operate from data, not emotion. Leverage GTIA’s economic trackers and your own financial dashboards to make data-driven decisions.
Taking a Looking Ahead
Through in-depth research on technology, economics, and business sentiment, GTIA equips providers with the intelligence to stay prepared for what’s next. As April put it, the world is an uncertain place. “The more complex the challenges are, the more your customers need you.”
Jonathan Browning is executive director of content and engagement for The ChannelPro Network. He has been a leader in the IT channel for close to a decade and he’s an avid fan and early adopter of technology. He believes that the Managed Services industry is the most important driver of economic growth and human innovation on earth.
Images: Jonathan Browning/ChannelPro, iStock
