Is Your MSP Distributor Just Selling You Licenses? (EP 1097)

I sat down with Justine Adams, head of global go-to-market strategy and brand at Sherweb, at IT Nation Connect Global in Orlando to talk about what MSPs actually need from their distributors. Justine brings more than 20 years of experience in customer research, insights, and marketing across financial services, IT, and grocery. These days, she spends her time listening to MSPs across North America, the UK, and Ireland. Turns out, we’re asking a lot of the same questions: How do I grow, protect my margins, and stand out without chasing every new shiny object?

We get into Sherweb’s expansion, Microsoft partner benefits, cybersecurity opportunities, and why a distributor relationship should offer more than licenses and a price list. We also tackle AI marketing, and Justine’s advice is refreshingly practical: Figure out your story and your ideal customer before asking AI to write your next campaign. Otherwise, you’re promoting a product without giving anybody a reason to buy it from you.

=== Chapters

• 00:14 Meet Justine Adams of Sherweb at IT Nation Connect Global
• 00:58 MicroWarehouse and Sherweb’s UK and Ireland Expansion
• 02:24 MSP Relationships in North America, the UK, and Ireland
• 04:30 Shared MSP Challenges: Growth, Margins, and Technology
• 06:00 Expect Better From Your Cloud Distributor
• 07:16 Customer Insights, MSP Storytelling, and AI Marketing
• 10:01 Global Expansion and the Value of Distributor Support
• 12:14 Cybersecurity Products and Microsoft Partner Benefits
• 14:35 Microsoft Margin Pressure, AI Services, and ChannelCon

=== Guest: Justine Adams, Sherweb, Head of Global Go-to-Market Strategy & Brand

• Website: https://www.sherweb.com/
• LinkedIn: https://www.linkedin.com/in/justine-adams-56a86273

=== Products Mentioned

• Microsoft 365: https://www.sherweb.com/productivity/microsoft-365
• Microsoft Copilot: https://www.sherweb.com/about/newsroom/microsoft-copilot-available-for-msps-sherweb
• Huntress: https://www.sherweb.com/security/huntress
• Acronis: https://www.acronis.com/en/integrations/
• Rewst: https://rewst.io/
• Monjur: https://monjur.com/
• NordLayer: https://nordlayer.com/
• Office Protect: https://www.sherweb.com/security/office-protect

=== Resources / Books / Podcasts / Apps

• MicroWarehouse, now Sherweb: https://www.sherweb.com/about/newsroom/microwarehouse-becomes-sherweb
• Microsoft AI Cloud Partner Program: https://partner.microsoft.com/
• IT Nation Connect Global: https://itnation.connectwise.com/connect-global
• GTIA, Global Technology Industry Association: https://gtia.org/events/
• ChannelCon EMEA: https://channelcon.gtia.org/emea
• Universal Studios / Universal Orlando Resort: https://www.universalorlando.com/

=== SPONSORS:

• Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/
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• Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid
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=== SHOW MUSIC:

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=== Connect with Uncle Marv

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🎙 Host: Marvin Bee
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