NinjaOne Builds Out MSP Strategy Around Platform Integration, Sales Enablement

‘If I can teach MSPs to dig in, understand the business problems in an organization and help be a partner to their customers, then we’re being that partner for the MSPs. Our mission truly is to help our MSP partners close more deals at higher value,’ says NinjaOne channel chief Paul Redding.

NinjaOne’s strategy over the past two years has focused on bringing more of the tools MSPs need into a single platform, part of a broader push to help partners improve operations, sell at higher value and move deeper into their customers’ businesses. Now, the company is deepening that strategy.

“This year we’ve really expanded the platform and our offerings,” Paul Redding, global head of MSP partnerships for NinjaOne, told CRN. “Vulnerability management is a really huge one for us. The expansion of ITSM is really moving to a place where everything is all at once, all in the same place. Being able to manage the IT environment of your customer without having to jump between multiple platforms and multiple tools is really the emergence of NinjaOne as a full platform.”

That includes moving vulnerability management directly into the RMM platform, while also integrating backup capabilities from NinjaOne’s 2025 acquisition of Dropsuite so MSPs can manage endpoint, SaaS and other backup workloads from a single interface.

“Dropsuite is now 100 percent fully integrated into Ninja backups,” Rsaid. “Again, it’s everything all in the same place. So now if you’re a NinjaOne partner, you’re not managing your computers here, your mobile devices here, your vulnerabilities here, your network visibility here and your backups somewhere else.”

The Austin, Texas-based cybersecurity vendor is also expanding its government-focused security credentials. NinjaOne already has FedRAMP Moderate authorization across much of its platform, according to Redding, and is extending that authorization to SaaS backups while also working toward FedRAMP High.

“The evolution of the MSP went from fixing broken stuff, to selling subscription services, to trying to not be a pure IT provider, but a trusted advisor,” he said. “Now this next evolution is educator.”

That shift is driving NinjaOne’s plans for a deeper MSP partner program, which focuses on both operational maturity and sales and marketing enablement. The vendor also plans to introduce vendor-neutral peer groups toward the end of the year.

Partner Michael Cervino said NinjaOne’s push toward becoming a more unified platform could deliver benefits well beyond consolidating tools.

“If I can have a vendor that is a top vendor and they can do more than one thing, I can limit my vendor footprint,” Cervino, co-founder and CEO of Radnor, Pa.-based Circle Square Consulting, told CRN.

That consolidation could also have security implications, he said, by reducing the number of outside vendors with access to an MSP’s clients.

“Even from a security standpoint, the more that I can limit outside access into my clients, that’s what I’m looking for. It also helps with buying power,” he said. “The more that I can put everything with a single vendor, it helps from a negotiation and pricing standpoint. There are a lot of benefits to that.

NinjaOne’s deeper partner push comes as the company prepares to host its first industry conference, MSP NXT, in Austin, Texas, in October, which is already sold out, according to its website.

“We need to help MSPs learn operational maturity, streamline their ops and do more with less. Frankly, I think that’s the name of the game today,” Redding said. “But the second piece of it is sales enablement and marketing enablement.

“If I can teach MSPs to dig in, understand the business problems in an organization and help be a partner to their customers, then we’re being that partner for the MSPs,” Redding added. “Our mission truly is to help our MSP partners close more deals at higher value.”