MSPs Need To Sell Resilience, Not Just Technology

For MSPs navigating AI adoption, cybersecurity threats and increasingly complex customer environments, N-able EVP and CTPO Michael Adler says the answer may not be another technology pitch. Instead, solution providers should focus their customer conversations on business resilience.

During his keynote, “Resilience in Action: A Storm Is Coming,” Adler said every technology shift adds another layer for MSPs to manage. Cloud and mobile infrastructure have not disappeared as AI adoption accelerates, while expanding technology environments create more opportunities for cyberattacks.

“The risk is growing,” Adler said. “And the challenge that we face as an industry, as organizations and as a community is: as that surface area increases, how do we move forward?”

For solution providers, Adler said that means defining the business outcome behind technology investments rather than simply selling products, features or profitability.

“Resilience is something that resonates,” Adler said. “It's something that can be meaningful because, as we all know, every single business today relies on technology and that technology brings in risk.”

N-able positions endpoint, security and data resilience as interconnected pieces of an outcome-focused strategy, including endpoint management, MDR services and Cove Data Protection. For MSPs, the goal is to prepare customers before an incident occurs, continuously monitor threats and create a path to recovery.

Adler compared this approach to preparing for a major storm, where planning and pre-staging resources can determine how effectively an organization recovers. “Because during an attack, time really matters,” Adler said.

Rather than selling technology in isolation, Adler challenged MSPs to keep resilience in focus and share a message that SMB executives understand: the importance of keeping their business operational when disruption inevitably arrives.

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