OpenText Exec: Our MSP Channel Strategy Emphasizes Building Relationships Over Cold Calling
“Our conversations aren’t just about selling software. We’re asking, ‘How do you run your business? Where are the inefficiencies? Where can AI and automation make you more competitive?’” says Bryan Hauptman, senior vice president for SMBs, Americas, Cybersecurity, at OpenText.
“We’re not here to just sell software,” Hauptman, senior vice president for SMBs, Americas, Cybersecurity, at OpenText, told CRN. “We want to collaborate. If you only want part of the portfolio, that’s fine. We’ll still work with you. It’s all about helping partners grow their business, not ours first.”
Rather than focusing on quick sales or product pushes, OpenText’s renewed approach centers on understanding how MSPs make money, where they struggle and what solutions fit best into their business models. With a channel-first mindset and a growing team of industry veterans, OpenText is building what Hauptman calls a "true partner program,” one designed from the ground up to meet the unique needs of the MSP community.
“Last year alone, we added about 10 new people to the team, most with eight to 10 years of direct MSP experience,” he said. “These are folks who understand the channel, can speak the language and can have real conversations that matter, not just cold calls with a script.”
Hauptman spoke further with CRN to discuss how his team is transforming sales to better serve MSPs and the broader channel community by emphasizing long-term value over transactional volume.
What changes have you made on the sales side to improve how your team works with the channel?
We’ve really shifted from a traditional sales model to more of an account management focus. We had a deep bench of experienced salespeople, but we needed to convert them into true account managers, people who focus on fewer, more strategic partners and help them drive the right messaging and outcomes for their customers.
Last year alone, we added about 10 new people to the team, most with eight to 10 years of direct MSP experience. These are folks who understand the channel, can speak the language and can have real conversations that matter, not just cold calls with a script.
That’s a significant investment in talent. What kind of impact are you seeing?
We’ve already seen growth in key areas like Microsoft revenue and, more importantly, deeper engagement with our existing partners. It’s not just about net-new logos, we’re getting more saturation and value with the partners we already have. We’re still early in evaluating the full financial impact on our partners’ businesses, but a recent study showed that for every $1 of OpenText spend, partners are seeing up to $6.73 in value. That’s a pretty powerful multiplier.
So it sounds like this is about more than just hiring, it’s a philosophical change.
Absolutely. A lot of companies take the ‘boiler room’ approach. They bring in 50 junior reps, have them pound the phones and hope seven of them stick. We’ve thrown that model out. We’re very prescriptive about who we hire. They need to know the MSP space, have credibility from day one and be able to engage immediately on real business issues.
How does that shift influence how you’re selling the OpenText portfolio?
We’re not just selling one or two products. Our portfolio is broad: cybersecurity, Microsoft integrations, business automation … so we lead with conversations about the partner’s business. How do they make margin? What are their growth challenges? Then we figure out where we fit and how we can collaborate.
It’s not a hard pitch. If a partner doesn’t want to buy everything, that’s fine. We support an open ecosystem and integrate with all major RMMs and PSAs. We want to be seen as a true business enabler, not a vendor forcing bundles.
How does that change your position as a vendor in the eyes of MSPs?
I think it builds trust. This industry is burnt out from being bombarded by startups with no experience trying to sell them products they don’t understand. Our approach is slower, more deliberate and much more effective. Our conversations aren’t just about selling software. We’re asking, ‘How do you run your business? Where are the inefficiencies? Where can AI and automation make you more competitive?’ It’s almost like business process outsourcing; we’re diving into the guts of our customers’ operations. It’s no longer about pitching a product. It’s about being a strategic partner who helps MSPs succeed in the AI era.
So what’s your message to MSPs as they look to close out 2025 and gear up for 2026?
Simple: Check us out. We're not here to push you to buy. We’re here to help. Whether that means introducing you to the ‘10 things you didn’t know about Microsoft,’ or helping you solve a specific business challenge, we’ve got the people, the tools and the experience to add real value. We know MSPs have a lot on their plates. Let us be part of the solution, not another problem.
If you're looking for a partner, not a pitch, we’re here. We understand your world, we speak your language and we’re building for the long haul, not the quick win. Let’s have the conversation.