Attending IT Nation Secure, I was once again struck by the incredible energy and forward momentum within our industry. These events are more than just conferences; they’re crucial checkpoints, offering a vital pulse on where the Office Technology and MSP sectors are headed and, more importantly, where your business needs to be positioned for future growth.
I spent my time soaking in the insights, sharing our vision for next-generation lead generation, and engaging in candid conversations that truly get to the heart of what’s driving success for dealers today. It’s clear we’re all navigating both evolving challenges and unprecedented opportunities. The big question isn’t just “what’s next?” but “how do we proactively adapt, thrive, and ultimately, win?”
Aaron Dyck at the IT Nation Secure Dealer Meeting, June 2025
I walked away with some incredibly sharp insights—five key takeaways, to be exact—that I believe should be at the forefront of every dealer’s strategic thinking for the coming year.
Let’s dive in:
1. Stop Leaving Growth on the Table: Unleash Your ConnectWise Partnership.
Ray Vrabel and the ConnectWise team made an undeniable case: their Partner Program is a direct catalyst for accelerated growth. The data speaks for itself: partners actively engaged in the program are experiencing 4x faster growth and are 17% more profitable compared to those not leveraging it. This isn’t just about software access; it’s a strategic ecosystem. ConnectWise actively invests in your go-to-market strategy, providing tangible resources like MDF funds, marketing consultant support, brandable campaigns, event planning assistance, and crucial sales coaching. If you’re a ConnectWise partner and aren’t fully integrating these benefits, you’re quite simply leaving significant growth and profitability on the table. 
2. Traditional Lead Generation is Dead. It’s Time for the Next Generation.
I heard countless dealers voice the same frustrations: “Our marketing is mediocre at best,” “My marketing person can’t do everything we need,” “85% of our revenues are still legacy offerings”. This resonated deeply with what we advocate at IN2communications. The old sales and marketing playbook simply doesn’t cut it anymore.
My presentation focused on The Next Generation of Lead Generation. This is a comprehensive approach to solving the dealer pipeline problem. It encompasses everything from Lead Generation and Conversion Optimization, SEO and Website Optimization, Content and Social Media Marketing, Email and Marketing Automation, and targeted Paid Advertising, through to robust Performance Tracking and a tailored Marketing Strategy and Execution. We don’t just deliver marketing activity; we deliver sales conversations that move your business forward.
3. Compliance: Your Next Big Revenue Stream, Not Just a Cost Center.
This was a major paradigm shift for many in attendance, and Patrick Jamison from ControlCase truly opened some eyes. The fact that an astonishing 73% of MSPs report increased client demand for compliance services tells you everything you need to know about the market shift. Compliance is now a core conversation starter, directly driven by escalating regulatory pressures and stringent cyber insurance requirements.
Here’s the critical insight: as an MSP, you are uniquely positioned to own this. By strategically integrating “Compliance as a Service” (CaaS), you unlock significant new revenue streams through initial assessments, crucial remediation, ongoing Managed Security Services, and even value-added reseller (VAR) opportunities for necessary hardware and software. ControlCase’s “Compliance Extend” program is a prime example of how you can formalize and scale this vital offering within your existing business, providing comprehensive client solutions and securing long-term loyalty.
4. Digital Transformation isn’t Just Tech, It’s Business Resilience.
The session from DXone on Cloud ERP built on Acumatica hammered home a fundamental truth: digital transformation is no longer a luxury, but a strategic imperative for every business. This is about fundamentally building a resilient business that can adapt and thrive in an increasingly dynamic market.
A modern Cloud ERP solution like DXone offers the flexibility, efficiency, and operational continuity that growing small and mid-market organizations desperately need. Designed for mobile and telework scenarios, with robust integrations and powerful AI/Machine Learning capabilities, it provides a solid foundation. Backed by enterprise-grade security features like SOC Type 1 and 2 and PCI DSS Level 1 compliance, it’s the central nervous system for future-proof business operations. If your clients aren’t strategically thinking about a comprehensive digital platform, they’re already falling behind.
5. True Growth Comes from Sales and Marketing Alignment.
This is the bedrock of sustained success. All the incredible tools and opportunities discussed at IT Nation Secure yield minimal return if your marketing and sales efforts aren’t perfectly aligned and functioning as one cohesive engine.
That’s precisely why our complimentary Marketing Performance Scorecard for ConnectWise Partners is such a game-changer. It provides the unbiased, data-driven insights you need to pinpoint what’s working, what’s not, and what strategic adjustments are critical for your next level of success.
IT Nation Secure was an invigorating reminder that while the challenges in our industry are real and complex, the tools, partnerships, and strategic approaches for overcoming them and achieving unprecedented growth are well within our grasp. It’s about being proactive, strategic, and relentlessly focused on delivering measurable results.
About IN2communications
IN2communications is an award-winning digital marketing and web design agency helping hundreds of B2B organizations create awareness, boost consideration rates and generate sales leads.
Our awesome team provides experienced expertise in the following areas: Creative Strategy, B2B Campaigns, Web Development, Video Production, Social Media, Paid Advertising, SEO, Email Campaigns, Blogging, Presentations, Webinars and remarkable Content Creation.
