Cybersecurity has long represented both a business risk and a revenue opportunity for MSPs. In the age of AI-powered cyberattacks, the stakes are higher than ever.
That tension took center stage at ChannelPro DEFEND: Alexandria in Virginia. That’s where MSPs, MSSPs and other IT channel professionals gathered Sept. 1-2 for practical education, candid peer conversations, vendor discovery and networking.
Sessions at the Hilton Alexandria Mark Center explored the forces reshaping the industry, including AI-powered threats, identity security, compliance, incident response, automation and profitability. Throughout the event, speakers challenged attendees to move beyond traditional defenses and adopt a more proactive approach to protecting their clients and growing their businesses.
Security risks become business opportunities
(From left): Hardy, Barber and Mann toast during the Bourbon Icebreaker.
Day 1 sparked in-depth conversations about strategically selecting cybersecurity technologies, turning threat intelligence into action and demonstrating the business value of security to new and existing clients.
The Bourbon Icebreaker: How to Choose the Right Security Tools
This session opened the day with a candid conversation over sips of bourbon. ChannelPro’s Anjali Fluker chatted with Maryland MSP Chris Barber of Cheaper than a Geek, compliance-focused MSP Kevin Mann of Resilient IT and Alabama MSP leader Trevor Hardy of NEXTGen IT about how providers can make smarter decisions about their security stacks.
New Realities and Risks: How MSPs Can Protect Their Bottom Line
ChannelPro’s Matt Whitlock moderated this session. It featured panelists from Acronis, Channel Hunters, Ciardi Ciardi & Astin, Cylerian, Keeper Security and Seceon, who shared how MSPs can serve clients more profitably.
Other sessions
From there, expert speakers dug into the evolving threat landscape, client retention, ransomware containment, identity-first security, BCDR and new software opportunities.
- Henry Timm of Phantom Technology Solutions and Dawn Sizer of 3rd Element Consulting translated the latest threat data into practical guidance in Evaluating the Threat Landscape: Actionable Intelligence for IT Providers.
- Mann teamed with Pete Busam of Equilibrium Consulting for Sticky by Design: How to Leverage Security to Build Client Loyalty.
- Barber and Kris MacDonald of Arboria Technical Solutions served as panelists for Your First Call in an Emergency: Dissecting Your Incident Response Plan. They revealed best practices, who should be the first you call and how to most effectively run tabletop exercises, as audience members offered their own insights.
Renowned industry attorney Bradley Gross of the Law Office of Bradley Gross, PA closed the educational portion of the day by tackling the legal implications of AI for MSPs and their clients. His session explored how providers can address those risks in contracts and agreements before problems arise.
“What stood out to me was the confirmation that small and midsized businesses are struggling to implement IT or artificial intelligence that they can trust and count on,” said Max Justice, CEO of McLean, Virginia-based consulting firm Maximum Justice Cybersecurity. “Everybody is putting artificial intelligence into everything. But I don’t know of anybody that said, ‘I can trust the decision that AI made.’ That was really why I came here today, to have that conversation with several people.”
The evening concluded with a cocktail reception in the exhibit hall. This gave attendees, consultants and vendors more time to continue conversations started during the sessions.
Finding growth in data and AI
A local MSP attendee asks a question during the live Q&A.
On Day 2, the focus shifted to putting technology and business strategies to work. The sessions revealed where MSPs can look for growth as well as potential opportunities to deepen client relationships and generate revenue.
It began with Timm and Mann discussing the importance of safeguarding clients and MSPs’ own businesses in Adopting a Security Framework: Guarding Against the Most Dangerous Cyberattacks.
The session How to Automate Your MSP and Scale with AI explored how providers can turn AI’s promise into practical results. Fluker moderated the panel featuring Sizer and Jennifer Bleam of MSP Sales Revolution. They encouraged attendees to strengthen internal processes first, focus automation on high-impact workflows and pursue efficiency without introducing unnecessary security risks.
Learning from the people doing the work
Some of the most useful lessons came directly from MSP owners, consultants and other channel professionals who deal with these challenges every day.
Barber brings the audience into the conversation.
Channel’s Got Talent: Cyberscurity Pitch Edition put that idea into practice. The game show featured three volunteer contestants — Olufemi Oshiyoye, Brian Strong and Jim Turner — who had to deliver on-the-spot elevator pitches. They received immediate feedback from a panel of industry expert judges, then got another shot at making their case.
Later, Sizer and Atul Bhagat of BASE Solutions LLC joined a panel discussion, Selling With Insight: Using Data to Find Hidden Revenue, to share tips and tricks for controlling business costs. They identified common margin drains, including bloated tool stacks and inefficient service delivery.
In the closing keynote, The 4th Quarter Speech, Barber returned to the stage to tie together conference themes. His interactive presentation provided a blueprint with steps for aligning tech strategy, sales and operations. He closed by inviting audience members to share their own interesting career experiences.
Partner in Excellence Award
As Day 2 drew to a close, ChannelPro founder and publisher Michael Siggins — the event emcee — presented the coveted Partner in Excellence Award to an outstanding local MSP. The honor recognizes exceptional channel partnerships, with finalists judged by the ChannelPro Advisory Group based on impact, innovation and collaboration.
Bhagat accepts the Partner in Excellence Award from Siggins.
The nominees represented some of the most impressive IT services firms from the region. The nominee companies were DTC, NerdsToGo — Alexandria, VA, and BASE Solutions LLC.
The award recipient was Vienna, VA-based BASE Solutions, which was nominated by Infima. Bhagat accepted the award, joining Siggins on stage for a question-and-answer session. His parting advice to his fellow MSPs was to view competitors as potential collaborators.
“The truth is, we all work together; we hold each other accountable,” Bhagat said. “Don’t be afraid to talk to the guy down the street. There’s enough business to go around. We’re better off working to create a reputation of success and quality as a group of MSPs versus trying to pit ourselves against each other.”
Industry recognition
ChannelPro DEFEND: Alexandria concluded with special recognition for the event’s sponsors. Awards were presented to the following vendors, as voted by the audience members from the Mid-Atlantic and Southeast:
- Best Add-on Product: Cambrient AI
- Best Cloud Solution: DefensX
- Best Distributor: TD SYNNEX
- Best Expo Hall Presentation (Premium Sponsors): DefensX
- Best Expo Hall Presentation (Silver Sponsors): CyberFOX
- Best Hardware Solution: Carbon Systems
- Best New Solution: Cambrient AI
- Best On-stage Presentation: Kaseya
- Best Product or Platform: Huntress
- Best Revenue Booster: Channel Hunters
- Best Security Solution: ThreatLocker
- Best Software Solution: Incite Automation
- Most Exciting Solution: DefensX
- ROI Lightning Round Winner: UGREEN
- Editor’s Choice: HENNGE
- Best in Show: Phin Security
- ChannelPro Community Award: Blacksmith Infosec
Connecting with vendors and peers was a big part of the event.
Real conversations, real connections
ChannelPro DEFEND: Alexandria created a forum for conversations that rarely happen during the daily rush of running an MSP. Attendees shared best practices, compared real-world experiences and explored new ways to strengthen their security practices and businesses.
The exchange worked both ways. MSPs gained direct access to experts and technology providers, while vendors heard firsthand about the operational pressures, client demands and emerging threats their partners face.
“I have made contacts with different vendors that offer products that I’d be able to pass on to my future clients,” said Miguel Callejas, chief technology officer of Annandale, Virginia-based MJE Technology. “I would definitely come back [to a ChannelPro event]. And if I have the opportunity to fly or drive to another one nearby, I will gladly do it.”
Ultimately, the event offered more than product information. Attendees returned home with stronger industry relationships, fresh perspectives and practical ideas ready to put into action.
Sponsors make it happen
Many thanks to the world-class sponsors of ChannelPro DEFEND: Alexandria:
What’s next
If you are an MSP, MSSP, IT consultant or VAR serving SMBs, ChannelPro events are designed to help you grow your business.
Two more stops remain on ChannelPro’s 2026 in-person event schedule. Each conference offers even more opportunities for MSPs to learn, connect and grow. Next up, ChannelPro heads to Texas for ChannelPro LIVE: Dallas on Oct. 13-14. Shortly after, ChannelPro makes it’s way to the Los Angeles area on Nov. 9-10 for it’s final stop of 2026 at ChannelPro DEFEND: Anaheim.
Not near one of our event cities? MSPs nationwide can join virtual events and webinars from their own homes or offices. If you’re interested in how to defend against AI-powered cyberattacks, check out the next ChannelPro DEEP DIVE online event on Sept. 15. Each event is designed to be interactive, content-rich and profitability-focused.
Don’t miss these great opportunities to sharpen your strategy and drive better results. To learn more and register now, visit the ChannelPro events page.
Jonathan Browning contributed to this article.
Anjali Fluker is managing editor of 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: Michael Siggins/ChannelPro, Anjali Fluker/ChannelPro
