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MSP margins are tightening, while customer expectations continue to rise. This panel tackles this challenge with a discussion about pricing pressure, bundling, consumption models, co-managed services, and how to stop “race to the bottom” deals. Attendees will hear specific packaging strategies MSPs are using to successfully protect profit and reduce churn.
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Zero Trust is more than a slogan – it should be a day-one operating model for every client. This session stays squarely focused on designing and deploying a Zero Trust framework for their clients, focusing on "never trust, always verify." But, moving Zero Trust from theory to deployed reality requires a multi-faceted approach. This session provides MSPs with practical insights for implementing a security framework that is natively built for today's hybrid workforce. Discussion will include core principles of the Zero Trust model – verify explicitly, use least privilege access, and assume breach – as well as the three pillars of a secure architecture (Identity, Endpoint, and Access), and how Microsoft Entra enables and enforces a Zero Trust model.
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In this year’s State of the MSP report there were a couple of glaring patterns that had changed from past years’ results. Where competition was cited as the most frequent challenge for the last 3 years, this year, acquiring new clients was listed as the number one challenge followed by revenue growth. Also, an astonishing 91% of MSPs said profitability is a major concern for their practice.
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At a time when automation and AI are reshaping how MSPs deliver value, in 2026 it’s no longer enough to talk about efficiency gains— you have to build it into every part of your service delivery stack. Join Tim Barton-Wines as he shares the observed trends of how the top 100 Halo customers are leveraging our unified service platform to automate workflows, eliminate manual toil, and create standout customer experiences. Tim’s years of experience of now working personally with 2,000+ MSPs will help you rethink service delivery for growth, efficiency, and differentiation. The presentation goes beyond theory with practical examples, clear patterns from high-performing MSPs, and a view of what modern service automation truly looks like in action. The attendees will learn: - How top MSPs are architecting automation to reduce manual work and accelerate service outcomes. - Practical patterns for using AI and unified workflows to improve technician efficiency and customer satisfaction. - Actionable strategies to evolve your service delivery model into a competitive differentiator.
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Closing high-value MSP business demands a unified strategy that connects lead generation with sales team efficiency. This session delivers an end-to-end playbook for repeatable, profitable revenue. Discussion will include the core of revenue generation: Learning how to define your ideal client profile, build a steady pipeline, and conduct discovery-driven demos, as well as becoming masters at crafting compelling pitches that focus on business outcomes and proposals that secure bigger deals. The panel will also consider sales enablement strategy – the engine for consistent performance – including the essential investments in tools, training, and processes necessary to drive peak success.
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Compliance certification in some form is required of nearly every business. Satisfying data privacy mandates like CMMC, NIST, HIPAA and PCI are essential for businesses that serve the public sector, as well as healthcare, financial services and other markets. For MSPs, the growing need for compliance offers a unique opportunity to expand portfolios beyond commoditized technology, generate high margin recurring revenue, and deepen relationships with customers. This session will provide an overview of the new mandates entering the market, and describe how MSPs can quickly bring compliance solutions into their portfolios. MSPs will leave with real-world examples of how partners can use automated compliance solutions to expand revenue and provide high value services for their customers.
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We’ve been handed an extraordinary gift. The question isn’t whether to use AI anymore; if you’re still asking that, you’re about to get run over from behind. The real question is what you’re doing with it. Too many organizations are running AI projects that look impressive in board decks but accomplish nothing. They’re entertaining themselves with experiments while competitors are erasing them from the map. A different breed of company is rewriting entire industries in months, not years. They’re not coming for your market share, they’re making your entire business model obsolete. The pace of change has become almost incomprehensible. Developers are now building in hours what took teams weeks or months just a year ago. Hyper-coding tools are turning software engineering into something closer to orchestration. Companies that don’t grasp this aren’t just falling behind, they’re becoming irrelevant in real time. At IgniteTech, we decided we weren’t going to squander this moment. In the past year, we’ve launched MyPersonas to clone human expertise and Eloquens to handle email with genuine intelligence. But we’re not stopping there. During this keynote, I’ll announce our third brand-new product built from scratch that leverages AI to fundamentally change something that everyone does almost every day. This isn’t about incremental improvement. It’s about moving mountains. Changing lives. Taking the gift we’ve been given and doing something that actually matters with it. The future is in your hands. The only question is whether you’ll seize it or watch it slip through your fingers while someone else changes the world.
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AI isn't the advantage anymore. How you use it (and sell it) is! This 3-hour, laptop-out workshop is for MSPs and telco agents who want to operationalize AI (without the chaos), walk away with ready-to-use assistants and prompts, and learn how to sell AI to small businesses in a way clients actually understand and value.
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In this session, successful MSPs speak to their peers about how to achieve sustainable growth. Learn how to design and implement processes and systems that can scale with your business, and the tools and technologies that enable it. Gain insights from real-world examples that highlight enhanced operational efficiency, client satisfaction, and financial growth.
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MSPs are increasingly being asked to take responsibility for more than infrastructure, security, and compliance. Customers now expect their MSP to understand, and often manage, how their organization communicates, from voice and contact center platforms to integrations with CRM and collaboration tools. In this 45-minute, peer-led panel moderated by Patrick Foster, VP of Channel at NUSO, MSP owners and executives discuss how and why communications services are becoming part of the modern MSP portfolio. Panelists will share firsthand perspectives on adding UCaaS, evaluating CCaaS, and navigating integrations. What worked, what didn’t, and what they would do differently. This is not a vendor pitch or product showcase. It is a practical, experience-based conversation focused on the operational, technical, and strategic considerations MSPs face as communications becomes a core customer expectation. What You’ll learn: - Why customers are increasingly looking to their MSP to own communications - How UCaaS and CCaaS align with existing security, compliance, and network services - Common challenges MSPs encounter when adding communications to their offerings - Where integrations create real value and where they add complexity - Lessons learned from MSPs already delivering these services in the field Who should attend: MSP owners, executives, and technical leaders serving SMB, mid-market, or enterprise customers who want a clearer, peer-informed view of when, and whether, communications services belong in their business strategy.
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As cybersecurity has grown more complex with escalating threats and consequences, revisiting the fundamentals takes extra importance. Join Rob Allen, the Chief Product Officer of ThreatLocker, for a conversation that cuts through the noise to what matters most for practical and effective security. We'll explore simple things you can do to stop cyberattacks so you can better protect your organization today.
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This workshop is for IT and cybersecurity business owners who are tired of getting paid last and doing everything themselves. Using the proven business framework that is recognized as the Profit First system, you will learn how to structure your cash so you pay yourself first, fund taxes, and force your business to live within healthy operating expenses, turning it into a true money making machine. Then, with a clear profit and cash plan, you’ll see how to strategically use fractional and full time hires to replace yourself in day to day work, so the business can grow and run without you.
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Turn tickets into touchless outcomes. This session shows MSPs how to deploy AI across the support stack – intake, triage, routing, knowledge surfacing, agent assist, and self-service – so you cut MTTR while improving CSAT. The session will help MSPs map the “automation ladder” from quick wins (password resets, software installs, device onboarding) to closed-loop workflows that trigger scripts in your RMM/PSA. Learn how to choose models and guardrails, measure impact (deflection rate, FCR, backlog burn-down), and package automation as a premium SKU clients will happily buy.
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Cybercrime is no longer just a technical problem, a financial risk, or a line item on a balance sheet. It is a human crisis. Behind every breached account, every stolen identity, and every successful scam is a real person and, increasingly, a devastating chain of harm that does not stop at financial loss. In this keynote, Reese Tuttle, cyber threat researcher and founder of AP2T Labs, and Jesse Tuttle, aka Hackah Jak, a former world’s most-wanted hacker and now an ethical threat actor, expose the realities of modern cybercrime that most organizations never see, and which many are not prepared to confront. Today’s attacks are not isolated events; they are multi-stage operations fueled by data leaks, social engineering, psychological manipulation, and dark-market ecosystems that monetize human vulnerability at scale. The consequences ripple outward: Families financially ruined, victims pushed into despair, and criminal profits quietly funding organized exploitation and human suffering far beyond the screen. Drawing from real cases and firsthand experience, this keynote reveals the unspoken truths that will challenge the way you view cybersecurity. This keynote is intended for anyone who influences security strategy, training, leadership decisions, or the way we communicate risk to others, because stopping cybercrime is no longer just about protecting systems – it is about protecting people and, in many cases, saving lives. WARNING Audience Discretion Advised: This keynote contains disturbing real-world subject matter, including psychological manipulation, exploitation, and the severe human consequences of cybercrime. Content may be emotionally intense and is intended for mature audiences.
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The technology channel is evolving faster than ever, success is no longer about what you sell—it’s about how you think, how you position yourself, and how quickly you adapt. In this keynote, Basa brings more than three decades of in-the-trenches sales, and marketing experience to the ITEXPO 2026 stage, breaking down what it truly takes to win as a modern technology advisor. From the rise of cloud, cybersecurity, and AI to shifting buyer expectations and margin pressure, Basa connects the dots between today’s megatrends and tomorrow’s opportunities. Drawing on lessons learned since 1994, Basa challenges advisors to move beyond transactional selling and step fully into the role of strategic collaborator. Attendees will gain practical insights on how to sharpen their value proposition, build confidence in complex conversations, and create real momentum heading into 2026. Whether you’re a tenured advisor navigating reinvention or a rising professional looking to accelerate your growth, this session delivers clear thinking, real-world perspective, and a roadmap for staying relevant in a channel that rewards those who evolve—and leaves the rest behind.
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Join us for a fun happy hour and networking event at the ITEXPO! The Alliance of Channel Women is teaming up with the Channel Marketing Association to bring you THE pre-party event at the ITEXPO this year! We'll be at the 2nd Floor Waterfront Concourse for two hours before the Expo's #TECHSUPERSHOW Networking Live! party at 8pm. Pre-registration is required and space is limited, be sure to get your ticket today! Tickets are complimentary and include light refreshments and a complimentary first drink at the bar. ITEXPO show badge REQUIRED for entry. We hope you'll join us!
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Competition in the MSP space is tougher than ever, making exceptional customer experience essential for retention and growth. In this interactive workshop, you'll learn practical strategies and see real examples from successful MSPs who are elevating their service delivery. Join us to gain actionable insights you can apply to improve customer experience and reduce churn.
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Stop simply managing; start engineering growth. This session is designed to build an MSP roadmap to peak operational performance by integrating modern hyper-automation and AI-driven insights across the business. Moving beyond traditional workflows, this discussion explores how to transform service delivery, streamline technician workflows, and eliminate critical bottlenecks using advanced tools that are available today and make MSPs leaner, smarter, and significantly more profitable.
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Go beyond traditional managed detection and response. This session dives into advanced threat hunting techniques and building robust incident response plans to proactively identify and neutralize threats before they escalate. Learn how to empower your MSP to offer truly comprehensive security services, ensuring client peace of mind in an evolving threat landscape.
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AI isn’t a feature; it’s a service line. MSPs aren’t selling AI; they are selling AI-enabled services. This session shows MSPs how to productize AI-driven offers (e.g., help-desk automation, AI voice/chat agents, Copilot enablement, anomaly detection, and executive summaries) into clear bundles with defensible margins. MSPs will learn outcome-led positioning, value-based pricing, scoping/SOW language, and a GTM strategy that targets the right use cases that can be easily converted into revenue. A key part of this discussion will include managing client adoption and AI Governance & Compliance, covering essential controls for data safety, algorithmic bias, and regulatory alignment. By presenting AI as a "capacity multiplier" and successfully managing client risk and compliance, MSPs can turn AI into a highly profitable revenue engine.
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Move from reactive noise to proactive insight. This session will explore how to enrich classic RMM with modern observability – endpoint, network, SaaS, and security telemetry – so MSPs can predict incidents, not just respond to them. Discussion will include health scoring, anomaly detection, synthetics for critical workflows, and SLOs clients can understand, and ways MSPs can prove “proactive value” with before/after metrics that drive retention and expansion.
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Many IT professionals think their tools are “good enough” until their techs tell a different story. Frustration with tools leads to slower response times, higher risk, and stalled growth. This session explores why IT teams are rethinking their operations – starting with the fragmented, legacy tools in their employ – and what technicians actually need to manage today’s endpoint sprawl at scale. Expect unfiltered insights, real-world lessons, and a fresh look at what modern IT needs to mitigate risk, improve efficiency, and drive better business outcomes by modernizing endpoint management and unifying IT operations at scale.
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With the rapid pace of technology innovation, it’s difficult for any CX leader to determine future-proof strategies. Join Metrigy CEO Robin Gareiss and enterprise CX leaders for an enlightening conversation on the best way forward. You'll come away with research-backed guidance and real-world perspective on CX and AI technology decisions you can make today that will prepare you for 2030.
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Many IT professionals think their tools are “good enough” until their techs tell a different story. Frustration with tools leads to slower response times, higher risk, and stalled growth. This session explores why IT teams are rethinking their operations – starting with the fragmented, legacy tools in their employ – and what technicians actually need to manage today’s endpoint sprawl at scale. Expect unfiltered insights, real-world lessons, and a fresh look at what modern IT needs to mitigate risk, improve efficiency, and drive better business outcomes by modernizing endpoint management and unifying IT operations at scale.
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With the rapid pace of technology innovation, it’s difficult for any CX leader to determine future-proof strategies. Join Metrigy CEO Robin Gareiss and enterprise CX leaders for an enlightening conversation on the best way forward. You'll come away with research-backed guidance and real-world perspective on CX and AI technology decisions you can make today that will prepare you for 2030.
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Come learn why Weave is the #1 patient communication platform in healthcare—and why every Technology Advisor and MSP with medical practice clients should be offering it. From dental and optometry to veterinary and specialty practices, Weave helps you solve real business problems while strengthening your role as a trusted, strategic advisor.
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In a crowded MSP market, differentiation increasingly comes from owning more of the customer relationship not just infrastructure and security, but how customers communicate. Join NUSO as Anthony Ruano explores how forward-thinking MSPs are using modern communications services to expand wallet share, increase stickiness, and win deals they previously would have lost. The session will highlight where UCaaS, CCaaS, and integrations fit into an MSP growth strategy, common barriers MSPs face when getting started, and how NUSO helps MSPs engage customers, simplify delivery, and compete more effectively without adding unnecessary complexity to their business. Designed as a fast-paced introduction, this session will give MSPs a practical framework for evaluating communications opportunities.
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Missing or incomplete configuration settings can create large gaps for attackers to exploit. Join this session for practical strategies to identify and eliminate misconfigurations which leave an organization at risk and out of compliance. Learning objectives: Learn techniques to keep your organization compliant with major frameworks Discover configuration gaps of opportunity to strengthen your security posture Increase integrity and data security across the organization
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Is your MSP leaving money on the table? While landing new clients is essential, MSPs must not lose sight of growth opportunities with existing accounts. This session discusses strategies for diversifying MSP service offerings that will lead to increased recurring revenue. What are new service offerings that will deliver greater value to existing customers, while positioning your MSP better to win new accounts. MSPs will leave with new opportunities for increased profitability, client retention, and new customer acquisition
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With ever-increasing cyber threats, robust cybersecurity tops the list of IT must-haves for both MSPs and their clients, which offers MSPs a very real opportunity to differentiate themselves from competitors. MSPs that build strong cybersecurity practices and prove they have the tools, resources, and expertise at their disposal to maximize clients’ security postures, can drive success and growth through comprehensive security practices. This session goes beyond basic cybersecurity to explore cutting-edge strategies and best practices MSPs can employ to protect clients at every threat surface and attack vector, demonstrating value through the latest strategies for advanced threat detection and identity protection, proactive security policies, and effective incident response measures, helping them build strong cybersecurity practices that grow their businesses while protecting their clients.
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At a time when automation and AI are reshaping how MSPs deliver value, in 2026 it’s no longer enough to talk about efficiency gains— you have to build it into every part of your service delivery stack. Join Tim Barton-Wines as he shares the observed trends of how the top 100 Halo customers are leveraging our unified service platform to automate workflows, eliminate manual toil, and create standout customer experiences. Tim’s years of experience of now working personally with 2,000+ MSPs will help you rethink service delivery for growth, efficiency, and differentiation. The presentation goes beyond theory with practical examples, clear patterns from high-performing MSPs, and a view of what modern service automation truly looks like in action. The attendees will learn: - How top MSPs are architecting automation to reduce manual work and accelerate service outcomes. - Practical patterns for using AI and unified workflows to improve technician efficiency and customer satisfaction. - Actionable strategies to evolve your service delivery model into a competitive differentiator.
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Generalists struggle to stand out; specialists win on trust and speed. This session shows MSPs how to pick a vertical (healthcare, legal, financial services, manufacturing, etc.), shape a repeatable service catalog, and build a compliance-led narrative that resonates with budget owners. Discussion will cover reference architectures, packaged assessments, vertical KPIs, content and events that generate qualified leads, and how to capture case studies without breaching confidentiality. MSPs will leave with a specialization plan they can implement to grow their businesses.
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MSPs work hard to keep clients compliant, yet their own compliance is often incomplete, undocumented, or dangerously out of date. This session exposes the hidden risks inside MSP businesses themselves, including regulatory exposure, heightened breach impact, contract liability, lost trust, and the very real threat of becoming the weakest link in the supply chain. Attendees will learn what “good” internal compliance actually looks like for an MSP, the minimum controls and documentation they must have today, and a practical roadmap to close gaps before regulators, insurers, or a security incident force the issue for them.
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User onboarding is the most frequent but manual task that should have been automated. This session is an Interactive Demo experience where the attendees use the Bumblebee platform to build a M365 user onboarding workflow LIVE. The presenter will guide the audience through a real world experience of creating a user onboarding workflow with the help of Bumblebee's AI Workflow Builder, and see themselves on boarded to a sandbox Microsoft tenant. You will need your M365/GoogleWorkspace account to participate. Bring your laptop if possible, but it also works on your phone.
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Stop simply managing; start engineering growth. This session is designed to build an MSP roadmap to peak operational performance by integrating modern hyper-automation and AI-driven insights across the business. Moving beyond traditional workflows, this discussion explores how to transform service delivery, streamline technician workflows, and eliminate critical bottlenecks using advanced tools that are available today and make MSPs leaner, smarter, and significantly more profitable.
Register me

Go beyond traditional managed detection and response. This session dives into advanced threat hunting techniques and building robust incident response plans to proactively identify and neutralize threats before they escalate. Learn how to empower your MSP to offer truly comprehensive security services, ensuring client peace of mind in an evolving threat landscape.
Register me

AI isn’t a feature; it’s a service line. MSPs aren’t selling AI; they are selling AI-enabled services. This session shows MSPs how to productize AI-driven offers (e.g., help-desk automation, AI voice/chat agents, Copilot enablement, anomaly detection, and executive summaries) into clear bundles with defensible margins. MSPs will learn outcome-led positioning, value-based pricing, scoping/SOW language, and a GTM strategy that targets the right use cases that can be easily converted into revenue. A key part of this discussion will include managing client adoption and AI Governance & Compliance, covering essential controls for data safety, algorithmic bias, and regulatory alignment. By presenting AI as a "capacity multiplier" and successfully managing client risk and compliance, MSPs can turn AI into a highly profitable revenue engine.
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Move from reactive noise to proactive insight. This session will explore how to enrich classic RMM with modern observability – endpoint, network, SaaS, and security telemetry – so MSPs can predict incidents, not just respond to them. Discussion will include health scoring, anomaly detection, synthetics for critical workflows, and SLOs clients can understand, and ways MSPs can prove “proactive value” with before/after metrics that drive retention and expansion.
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The MSP M&A market is moving fast, and owners need a clear, actionable roadmap to navigate it successfully. This super session is the definitive guide to building and realizing maximum value for your IT services business. Through this series of expert-led educational sessions, MSP owners and leaders will take a deep dive into how to maximize their valuations, ensure exit readiness, and leave with a clear and actionable MSP M&S playbook. This master class will feature several key topics to help MSPs better understand the M&A landscape and what they need to do to be successful, whether they are looking to sell now or potentially sometime in the future – or even if they are buyers. Featured education will include: The 5 Best Ways TSPs Can Increase Their M&A Value – Starting Right Now, providing immediate, practical steps to make your company more attractive to buyers and investors; and Addbacks & Synergies, which will demystify two core components of every M&A valuation. Attendees will learn exactly what these financial adjustments are, how they are calculated, and their critical role in determining your final company value. Attendees will leave this session with the knowledge to strategically position their MSP for its highest possible value. Key Takeaways include: - Five immediate actions to significantly boost your MSP's appeal and valuation. - A clear breakdown of Addbacks and Synergies and how they impact the final sale price. - A framework for assessing your current Exit Readiness and next steps. - Actionable M&A Playbook strategies for a successful, high-value transaction.
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SaaS apps are where your clients actually work – it’s also where most data exposure happens. This session explains SaaS Security Posture Management (SSPM) and why MSPs need it. Panelists will discuss best practices for continuously checking and fixing risky settings across Microsoft 365 and Google Workspace, as well as Copilot/AI guardrails so AI assistants don’t surface sensitive information. At the end of the session, MSPs will know which settings to audit first, how to report risk and progress to non-technical executives, and how to package SSPM + AI governance as a clear, high-value managed service.
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Delve into the benefits and implementation of Software-Defined Wide Area Networking (SD-WAN) and Secure Access Service Edge (SASE). This session will equip MSPs with the knowledge to deliver next-generation network connectivity and integrated security solutions, providing clients with agile, secure, and high-performing network infrastructures.
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Email remains the #1 attack path, yet most organizations still have exploitable domain security gaps. This presentation explores how DMARC reduces impersonation risk and how TouchPoint gives MSPs visibility into which companies are vulnerable right now. Walk away with a smarter way to protect clients, start better conversations, and turn security intelligence into pipeline.
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MSP clients live in Teams/Zoom/Webex, but voice, contact center, and workflows don’t always fit neatly in one box. This session discusses viable alternatives for communications and collaboration, including all-in UCaaS suites, best-of-breed with tight interop, and CPaaS-augmented apps. MSPs will leave with an understanding of how to determine what’s best for their clients and a path for ensuring appropriate governance, compliance, and QoS.
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Resource limitations and slow response times are major issues for SMBs and the MSPs supporting them. This session explores how MSPs can immediately address these challenges and expand their cloud offerings using autonomous AI Agents to automate many high-volume tasks. These intelligent, no-code agents integrate easily with existing platforms, providing a low-lift, high-impact path for MSPs to boost margins, differentiate services, and achieve massive scale in client service delivery. Likewise, the same AI agents can be implemented in client environments to deliver the same automation and efficiency. Learn how to transform your business model and become the definitive Agentic MSP.
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