The managed security services market is expected to grow from $38.31 billion in 2025 to $69.16 billion in 2030.[1]where cybersecurity is the fastest growing field[2]. Without this opportunity, many MSPs are leaving revenue on the table because their go-to-market strategy fails to connect technology expertise with business needs.
This performance gap is where most deals end. MSPs tend to focus on systems and vulnerability, but their customers make decisions based on business outcomes: risk mitigation, effective compliance testing, and business continuity. If the marketing message fails to bridge this divide, prospects tend to view cybersecurity as a cost center rather than a strategic investment. To win, MSPs must align security value with business priorities and translate complex offerings into compelling reasons for customers and prospects to take action.
Cynomi developed the GTM Academy Sales Kit to address this challenge and provide a structured, results-driven approach to help MSP sales teams turn growing demand into consistent, profitable revenue.
Through our partner growth development work, we’ve identified five key go-to-market challenges holding MSPs back and the strategies needed to overcome them.
1. Overcoming the Client’s Lack of Urgency
Data shows that 77% of MSPs cite a lack of customer urgency as the biggest sales challenge[3]. Professional teams understand the security vulnerability of the trust, but struggle to translate that risk into business goals that drive investment. When that translation fails, cybersecurity becomes an afterthought rather than a strategic priority. Vendors must learn to structure security program management in terms of operational continuity, regulatory outcomes, and accountability to create urgency.
2. Navigating Extended Purchasing Committees
Buying decisions don’t happen in a vacuum. Cybersecurity procurement committees have grown to an average of more than eight stakeholders, with projections to exceed nine stakeholders by 2026.[4]. Collaborates with management, finance, IT, and operations. These people have different concerns, motivations, and value definitions. The acquisition questions that move the CEO are not the same as those that move the CTO. MSPs must develop acquisition frameworks targeted at different business partners to keep complex deals moving forward.
3. Overcoming Cost Objections
Cost sensitivity remains a stubborn barrier, with 66% of SMBs identifying cost as their top barrier to adopting strong security.[5]. Prospects often view security as a cheap alternative to opening a business. Overcoming this requires an objective framework for scoring and handling clear objections that address the fundamental beliefs that cause doubt, rather than simply repeating technical rhetoric.
4. Using Compliance as an Incentive
Over 56% of new managed security agreements are initiated to meet compliance requirements[6]. Deadlines around internet insurance renewals, industry regulations, and state-level privacy laws create a difficult timeline for live sales negotiations. Providers should position compliance readiness as a potential, but only one outcome of comprehensive security management.
5. Increasing Income from Existing Accounts
For established MSPs, existing customers represent the fastest way to grow partners and enable revenue. However, focusing only on new customer acquisition leaves a lot of revenue untapped within your current base. Growing accounts requires a deliberate, data-driven strategy.
To increase revenue from existing customers, MSPs must use virtual, CISO Intelligence dashboards to continuously review security posture and identify gaps. This analysis drives tailored marketing campaigns and justifies new investments during strategic business reviews. Benchmarking clients against industry peers creates urgency, while consistent education about the business impact of security reinforces its importance.
By turning account management into a consultative relationship that is ongoing and constantly generating new value, MSPs can deepen trust, improve margins, and unlock revenue opportunities that emerge year after year.
Turning GTM Challenges into Opportunities: Practical Strategies
Overcoming these barriers to sales requires a disciplined, systematic approach focused on actionable processes and strategic alignment.
- Align sales and technical messages:Work collaboratively with technical experts to translate security results into business results. Use client-friendly language to communicate risk, operational impact, and business value rather than technical jargon.
- A map of the landscape of early stakeholders: Identify all decision makers and influencers early on, including management, finance, IT, and operational leads. Develop messages and presentations that target each individual’s priorities, and build consensus through regular, transparent communication.
- Measure results and ROI: Current security investments in terms of measurable impact, such as reduced incident response time, reduced compliance risk, or improved uptime. Providing decision makers with tangible data driven by business impact assessment supports faster, high-confidence purchasing decisions.
- Automation for consistency and scale: Use marketing tools, playbooks, and CRM technology to measure reach, acquisition, and proposition development. Consistent processes and a central repository of discovery responses ensure a smooth handover from prospect to client, even with multiple stakeholders involved.
- Measure, prepare, and adapt: Track sales performance against leading indicators such as conversion rates, deal cycle length, and sales frequency. Analyze your pipeline regularly to identify bottlenecks and adjust your sales strategy.
Operator-Led Resources for Security Program Management
To support service providers in achieving predictable growth, Cynomi established the GTM Academy.
Designed as an effective program to empower MSPs and MSSPs, the GTM Academy features resources developed by experts who implement and measure security practices. The first release is the Complete Sales Kit, which includes a number of resources that cover all stages of the sales life cycle, from initial research to closing and nurturing.
The kit provides practical tools to solve difficult sales challenges, including:
- Practical videos from MSP operators and GTM staff
- An ideal client profile (ICP) is a strategic framework for effectively targeting consumers
- Setting up scripts and email templates to drive engagement
- Discovery frameworks designed for technical and business stakeholders
- Cheat sheets and scoring worksheets for building a predictable pipeline
- Sales and marketing playbooks to expand existing accounts
As part of the Security Growth Platform, which includes security program management, risk management, and GRC capabilities to help partners balance, Cynomi understands that the sales and service delivery movement must complement each other to protect each client, at all levels of maturity. The Complete Sales Kit provides the foundation to build that movement, empowering your team to deliver expert guidance with confidence and consistency.
Building Sustainable Marketing Profits
To move from active sales to predictable success, MSPs need a growing system that adapts to the market. Invest in ongoing education by holding internal workshops, reviewing wins and losses, and connecting sales metrics to business goals such as margin improvement and customer retention.
A culture of continuous learning, built on insights from top players and peer mentoring, prepares your team to tackle new threats and regulations with authority. By embedding these best practices, MSPs can become trusted security advisors, reduce friction, accelerate revenue, and increase client value.
Download the GTM Academy Complete Sales Kit today and transform your sales movement.
Sources
- Fortune Business Insights, 2024, “Cyber Managed Services Market Size, Share and Industry Analysis.”
- Channel Futures, 2024, “Cybersecurity Rules 2024 MSP 501.”
- Infrascale, 2025, “MSPs Selling More Cybersecurity: Statistics and Trends in the US”
- Gartner, 2024, “Market Trends: Security Purchasing Committees and Stakeholder Expansion.”
- CrowdStrike, 2025, “SMB Cybersecurity Study.”
- Cynomi internal data, 2024, “Managed Security Agreements and Compliance Implementation Trends.”
