The MSP market continues to mature — and with that maturity comes a new set of challenges. Customers expect more strategic guidance. Threat landscapes evolve faster than ever. And differentiation is no longer about what you sell, but how you package, position, and deliver your services.
For MSPs, growth in 2026 won’t come from isolated improvements. It will come from alignment — where sales strategy, technical capability, and marketing execution reinforce one another to create a scalable, profitable business.
That’s easier said than done.
Many MSPs are strong in one or two areas, but struggle to connect the dots. Technical teams roll out advanced services that sales teams don’t fully articulate. Marketing generates leads that aren’t aligned with service maturity. Or sales pushes growth faster than operations can sustainably deliver.
The most successful MSPs solve this by stepping back — reassessing fundamentals, learning from peers, and refining their approach with purpose.
From Capability to Commercial Success
Take security services as an example. Offerings like MDR, ITDR, and advisory services represent real opportunities for differentiation and recurring revenue. But technology alone doesn’t drive adoption.
Customers need a clear value story.
Sales teams need repeatable processes.
Marketing needs messaging that resonates with buyer pain — not product features.
In other words, growth happens when strategy meets execution.
That’s why ongoing enablement matters — not just product updates, but real-world insight into how successful MSPs structure portfolios, organize teams, generate demand, and operationalize advanced security services.
Learning From Those Who’ve Done It Before
One of the most effective ways to accelerate MSP growth is to learn directly from industry practitioners — people who’ve worked inside MSPs, advised hundreds of providers, and seen what works (and what doesn’t) across markets.
This February, Sophos is bringing that experience together in the Sophos MSP Masterclass 2026 — a six-session virtual series designed to help MSPs strengthen their business across three critical pillars: Sales, Technology, and Marketing.
Running from 17–26 February 2026, the Masterclass delivers focused, expert-led sessions you can attend individually or as a complete program — depending on where your business needs the most support.
Three Tracks. One Goal: Sustainable Growth.
Sales Best Practices with Olaf Kaiser
Two sessions focused on building a profitable, scalable MSP sales engine. From defining your value proposition and structuring a winning service portfolio to organizing sales planning and customer migration strategies, these sessions are built for MSP leaders who want clarity and momentum.
Technology Best Practices with the Sophos MDR Team
Deep dives into what’s new in the Sophos MSP technology ecosystem — including Sophos ITDR, Sophos Advisory Services, and the real-world role of a threat hunter. You’ll gain practical insight into how advanced services are delivered, positioned, and scaled in real customer environments.
Marketing Best Practices with Tara-Jane Sloane
Two no-nonsense sessions on building a marketing engine that actually converts. From mastering lead generation fundamentals to aligning marketing with sales outcomes, these sessions focus on creating demand that supports long-term MSP growth.
Practical, Flexible, and Built for MSPs
The Sophos MSP Masterclass is designed to fit into real MSP schedules and realities:
- Expert-led sessions tailored specifically for MSPs
- Dedicated tracks across sales, technology, and marketing
- Actionable insights you can apply immediately
- Free registration — attend the sessions that matter most to you
Whether you’re entering the MSP space, refining your services, or scaling a mature practice, the goal is simple — help you move faster, smarter, and with more confidence.
Registration for the Sophos MSP Masterclass 2026 is now open.
Explore the sessions, choose your focus areas, and join us this February.
