How we researched this white paper
The sources we reviewed, how we checked and reported the findings, and the limits of the published white paper.
For Better Sales Results for MSPs, published October 10, 2026.
Download the 25-page white paperOur approach to the published white paper
ThreatCaptain brought together selected published research about winning customers, earning profit on contracts, and keeping customers. We reviewed MSP surveys, customer and buyer surveys, financial comparisons, and academic sales research. We did not conduct the surveys in this white paper.
This is a review of available evidence, not an exhaustive review of every study. It does not combine results into a single industry average or calculate a combined effect across studies. The white paper’s research methods and source notes explain the basis for this page.
How we used the evidence
- We identified who was studied, when the research was conducted, and who published or sponsored it where that information was available.
- We placed citations beside findings and tables, with figure or page references where available.
- We kept reported practices, financial comparisons, expectations, and intentions separate. Interest in switching providers is different from a recorded cancellation.
- We distinguish measured findings, respondents’ reported reasons, and our interpretation of how separate studies fit together. A link between a practice and a result is not proof that the practice caused the result.
- We noted missing methods, question wording, time periods, or response counts. Where a switching-reasons question’s response base was unclear, we omitted its percentages.
- We labeled general B2B and software reseller findings as context. They are not MSP sales benchmarks.
What limits the findings
The studies cover different regions, business sizes, and respondent groups. Some rely on self-reported answers. Several are sponsored by vendors or service providers. In some cases, we reviewed a public summary or publisher preview rather than a full study. The source notes below identify those differences.
Repeated figures from one survey are not independent confirmations. The reviewed financial comparison does not isolate the reasons for profit differences. Customer-loss figures without a clear measurement period cannot serve as annual benchmarks.
The reviewed sources do not establish representative MSP win rates, sales-cycle lengths, comparative channel profitability, or a measured return from a specific sales process. They also do not support reliable sales-performance comparisons between owner-led teams, sales-leader-led teams, and enterprise-class MSPs.
How to cite and share the findings
Share the public report link with colleagues. When using a finding in a presentation or article, identify the original publisher, name the surveyed audience, keep the study’s time frame and limits, and link to the original source. Cite ThreatCaptain when referring to our synthesis or a calculation we made. Do not describe the source surveys as research conducted by ThreatCaptain.
Suggested citation: ThreatCaptain. Better Sales Results for MSPs. October 10, 2026. Review of third-party research.
A summary should preserve the difference between a reported association and a proven cause. Broader buyer and reseller figures should retain their audience labels. For reproducing third-party charts, substantial text, or other materials, check the original publisher’s reuse terms; this page does not grant rights to their work.
Sources and review notes
These are the 14 source references in the white paper. Repeated findings from one study are not independent confirmations. The notes describe the material reviewed for this edition.
Kaseya
Publisher summary, May 11, 2026. More than 1,000 MSPs worldwide. Sections 1-2: acquisition, demonstrating value, and reported customer-spending bands. Full questionnaire, item bases, respondent continuity, and survey weighting were not reviewed. The publisher's tactical recommendations are not treated as tested findings.
Read the original source ↗ConnectWise / ChannelPro
Full 22-page report reviewed. Resource figures p. 5; referrals p. 8; respondent profile p. 22. Mixed MSP, security-provider, and reseller sample: 98% US-based, 85% with 50 or fewer employees. Exact sample size and field dates are not stated. Confidence, spending, and channel contribution are self-reported.
Read the original source ↗Barracuda / Vanson Bourne
Full 14-page report reviewed. Methods p. 3; outsourcing reasons Figure 2, pp. 6-7; added-service pricing pp. 9-10; hypothetical switching Figure 5, p. 11. 2,000 security decision-makers, organizations with 50-2,000 employees, April-May 2025, US/Europe/Asia-Pacific. Intentions are not completed purchases or cancellations.
Read the original source ↗Service Leadership / ConnectWise
Public article, December 19, 2025. Figure 6 cites the 2025 Annual IT Solution Provider Industry Profitability Report; it does not fully disclose the benchmark sampling. Financial figures were checked against the figure. The separate informal metric-selection exercise is not the benchmark method. Also consulted: retention definitions in Outcomes 3-4.
Read the original source ↗Corsica Technologies / Censuswide
The MSP Trust Gap Report. August 2026; public findings and methods. Survey of 600 IT/security decision-makers at US-headquartered MSP or security-service customers, May 8-21, 2026. Sponsor describes the audience as midmarket. Full questions and cross-comparisons were not reviewed; the switching-reasons question base is not stated, so those percentages are omitted.
Read the original source ↗Chaker et al.
The past, present, and future of adaptive selling: Toward an integrative framework. Journal of the Academy of Marketing Science 53, 1572-1599 (2025); published March 28. Review of 188 articles across 27 journals, covering 1981-2024. See Findings / Salesperson impact. Covers sales in different industries; does not test an MSP sales program.
Read the original source ↗GTIA
SMB Technology and Buying Trends 2025: publisher findings. July 29, 2025. We reviewed the publisher's summary, including business priorities and definitions of technology purchases. We could not verify the full survey methods or judge how well the findings represent all small and midsize businesses.
Read the original source ↗Itani, Goad & Jaramillo
Building customer relationships while achieving sales performance results: Is listening the holy grail of sales?. Journal of Business Research 102, 120-130 (2019). DOI: 10.1016/j.jbusres.2019.04.048. We reviewed the abstract, introduction, and publisher previews. The paper combines findings from 24 studies; it does not test an MSP program.
Read the original source ↗Klarmann & Wouters
Benefits, discounts, features, and value as communication foci in selling: Exploring concepts, drivers, and outcomes. Journal of Personal Selling & Sales Management 43(1), 46-64 (2023); online June 2022. DOI: 10.1080/08853134.2022.2082451. We reviewed the author repository summary and available publisher text. Survey of 226 business-to-business salespeople, who rated their own performance. The analysis explores possible links between messaging and results.
Read the original source ↗Canalys / N-able
MSP Horizons 2025. N-able-associated research; 451 channel partners, October-November 2024; 89% MSPs. Full report: growth challenges pp. 20-22; methods p. 71. Includes larger providers; forecasts are not realized outcomes.
Read the original source ↗IDC / Sage
High Performance Unlocked. Sage-sponsored IDC survey: 2,009 software resellers, eight countries, June-August 2025. All had 10+ employees; 67% had 100+. Specialization p. 24; methods pp. 40-42. Self-reported associations, not causal MSP findings.
Read the original source ↗Gartner
B2B buyers validate AI-generated insights with sales reps. May 20, 2026 public release: 645 B2B buyers surveyed August-September 2025. General buyer preferences; full questionnaire and detailed sample breakdown not reviewed. Not an MSP survey.
Read the original source ↗McKinsey
B2B buyers reset the bar: Global B2B Pulse 2026. 2026 Global B2B Pulse: nearly 4,000 B2B decision-makers across 13 countries and multiple industries. Public research article reviewed; switching reasons section. General B2B findings, not MSP churn benchmarks.
Read the original source ↗Deloitte Digital / Lawless Research
Accelerating sales growth through B2B digital commerce. January 2026 report; 530 buyers and 530 suppliers, August-September 2025. US firms: 1,000+ employees, $100M+ revenue. Buyer purchases: $100,000+. Ease of use p. 5; methods p. 11. Enterprise context only.
Read the original source ↗