Innovation is no longer optional for MSPs. From artificial intelligence and automation to evolving customer expectations and new revenue opportunities, the managed services industry is changing rapidly. The challenge isn’t simply keeping up. It’s figuring out how to turn disruption into a competitive advantage.
That challenge took center stage at ChannelPro LIVE: Dallas on Oct. 13-14. That’s where MSPs and other IT channel professionals gathered to explore fresh ideas, challenge conventional thinking and discover practical strategies for building stronger, more profitable businesses.
Throughout the event, speakers and industry experts encouraged attendees to rethink how they operate, compete and grow. Through interactive discussions, peer insights, vendor demonstrations and networking, one message emerged: The MSPs that thrive in the years ahead will be those willing to rethink established practices and turn emerging technologies into meaningful business results.
Security risks become business opportunities
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
Bourbon Icebreaker (from left): Fluker, Henriquez, Hardy, Kirkendoll
This session opened the day with a candid conversation over sips of bourbon. ChannelPro’s Anjali Fluker chatted with Corey Kirkendoll of 5K Technical Services, Trevor Hardy of NEXTGen Tech, and Nancy Henriquez of Sibyl Consulting, about how IT providers can develop and manage winning security stacks.
According to the panelists, a winning security stack is like making bourbon. It requires the right blend of ingredients and the wisdom to know when something isn’t delivering the results you want.
New realities and risks: How MSPs Can Protect Their Bottom Line
ChannelPro’s Matt Whitlock moderated an insightful panel featuring experts from Acronis, Channel Hunters, Ciardi Ciardi & Astin, ESET, Opiquad, Phin Security and Slide. The discussion explored the forces reshaping the managed services industry, from market consolidation and mounting compliance demands to tool sprawl, pricing pressures and shifting customer expectations.
Other key sessions
From there, interactive breakout sessions dug into the evolving threat landscape, client retention, ransomware containment, identity-first security, BCDR and new software opportunities.
- Dawn and David Sizer of 3rd Element Consulting translated the latest threat data into practical guidance in Evaluating the Threat Landscape: Actionable Intelligence for IT Providers.
- Chris Buckingham of SolveCXO and Samuel Mascato of Sandler led the interactive session titled Sticky by Design: How to Leverage Security to Build Client Loyalty.
Renowned industry attorney Brad 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.
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
Audience members actively participated in the educational sessions.
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 when the Sizers took to the main stage, discussing ways that MSP leaders can dig into ticket trends, asset details and technology gaps to find new sales opportunities in Selling with Insight: Using Data to Find Hidden Revenue.
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 Kirkendoll and Dawn Sizer. 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.
Channel’s Got Talent: Cybersecurity Pitch Edition put that idea into practice. The game show featured three volunteer contestants 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.
Volunteer contestant Broderick Allen competes in Channel’s Got Talent.
Later, Buckingham was joined by Intelos CEO James Wroten and Neil Medwed, M&A Guru at MSP Mergers LLC, for Expert Tips to Boost Profits: Start by Cutting Costs. The trio shared 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, Mascato returned to the stage to tie together conference themes. His interactive presentation provided a blueprint with steps for aligning tech strategy, sales and operations.
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.
The nominees represented some of the most impressive IT services firms from the region. The finalists companies were Meriplex, 1MSP, Folkerson Communications, tekRESCUE, WJP Technology Consultants, Vital Technology Solutions, FoggyOps, and Global Data Systems.
Jacob Schultz of Vital Technology Solutions talks with Siggins.
The award recipient was Benton, AR-based Vital Technology Solutions, which was nominated by ThreatLocker. Owner and president Jacob Schultz accepted the award, joining Siggins on stage for a question-and-answer session. When asked for his advice to MSPs, Schultz emphasized the importance of building relationships.
“Wherever you’re at in your journey, continue to look at products, but realize that the business is a relationship and you sell yourself more than you do anything else. And make sure that you’re being honest with yourself, your business and your customers.”
Industry recognition
ChannelPro LIVE: Dallas concluded with special recognition for the event’s sponsors. Awards were presented to the following vendors, as voted by the audience members from the South:
- Best Sponsor Breakout Session: Slide
- Best Add-on Product: EasyDMARC
- Best Cloud Solution: Acronis
- Best Distributor: TD SYNNEX
- Best Expo Hall Presentation (Premium Sponsors): Kaseya
- Best Expo Hall Presentation (Silver Sponsors): Hatz
- Best Hardware Solution: Griffin-IT
- Best New Solution: Intufo
- Best On-stage Presentation: Blacksmith InfoSec
- Best Product or Platform: Slide
- Best Revenue Booster: Channel Hunters
- Best Security Solution: ThreatLocker
- Best Software Solution: CyberFOX
- Most Exciting Solution: Opiquad
- ROI Lightning Round Winner: Hatz
- Editor’s Choice: Excel Micro
- Best in Show: Hatz
- ChannelPro Community Award: (tie) AmpiO and Avast Business
Real conversations, real connections
Peer and vendor networking was the key to ChannelPro LIVE’s success.
ChannelPro LIVE: Dallas brought together MSPs and industry experts for conversations about the challenges and opportunities shaping the future of managed services.
Attendees exchanged ideas, shared real-world experiences and explored innovative approaches to improving operations, increasing profitability and accelerating growth.
The exchange worked both ways. MSPs connected directly with technology providers and industry leaders to explore new solutions and business strategies, while vendors gained valuable insight into the operational challenges, customer expectations and competitive pressures their partners face.
“This is my first one, and I loved the talks today,” said attendee Todd Harper, security engineer with Texarkana, Texas-based Complete Computing Solutions. “Everything was not a heavy sales pitch like a lot of conference are. You got the information out of it, but you also got a name of a vendor that you didn’t know of. So that’s been nice.”
Ultimately, ChannelPro LIVE: Dallas reinforced a central message: Innovation doesn’t happen in isolation. Attendees left with fresh perspectives, stronger industry connections and practical ideas for building more competitive, profitable and resilient MSP businesses.
Sponsors make it happen
Many thanks to the world-class sponsors of ChannelPro LIVE: Dallas:
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.
One more stop remains 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 California for ChannelPro DEFEND: Anaheim on Nov. 9-10.
Shortly after, ChannelPro’s sister brand MSSP Alert will host managed security providers from around the world at MSSP Alert Live on Nov. 17-18. Managed security providers are encouraged to register now for the free, virtual conference.
In fact, MSPs nationwide can join several virtual events and webinars from their own homes or offices. If you’re interested in how to leverage cybersecurity services to grow your MSP, check out the next ChannelPro DEEP DIVE online event, Scale Faster with Zero Trust, on Dec. 2. 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, writing or editing, she’s connecting with channel pros at industry events across the country.
Images: Michael Siggins/ChannelPro, Anjali Fluker/ChannelPro
