A handful of companies a year, on the things I've spent fifteen years actually doing.
I’m Alec Stanners. I help technology vendors enter, sell into, and market to the MSP channel. Channel entry, go-to-market, events, sales strategy, and marketing.
I'm not a full-time consultant, and that's the point. I take on a small number of engagements where my experience genuinely moves the needle, usually for companies entering the channel or leveling up how they go to market and show up in the room. Fifteen years across companies of every size, enterprise and MSP alike, taught me what works here, what doesn't, and the pitfalls that quietly kill momentum. I know how this market responds, and I'd rather you skip the expensive lessons.
The foundation plate. The MSP world has its own language, trust currency, and unwritten rules. I help companies enter it without the expensive early mistakes, drawing on fifteen years inside it.
From a two-day classroom to a headline act for thousands, I've built and run the full range. Sponsorship ROI, first-event launches, or a full event program that actually pays back.
The core. Positioning, pipeline math, and enablement, built from scratch and taken international. The engine, not the launch moment.
How the team actually sells: process, playbooks, enablement, and the coaching that turns an average rep into a version of your best one.
How to reach a community that's been marketed to death, by leading with education and earning the room instead of buying it.
// every growing company runs some version of this machine. the numbered parts are where i do my best work.
You sell good software, the MSP channel looks like the growth lever, and nobody in the building has done it before. What you need is a plan that survives month eight, when the pipeline still looks thin and someone senior asks whether this was a mistake.
You have partners, a program, and a number that stopped moving. Positioning doesn't survive being repeated, outbound is making you unpopular, and nobody can say which part broke. Usually it is one or two parts, not the whole machine, and finding them is most of the work.
Sponsorships, your own events, or both, and the invoice grows every year while the answer to "did that work" stays a feeling. You want to know what to keep, what to cut, and how to make the rest pay you back.
I won't take a retainer. I'm not a full-time consultant and I'm not trying to become one. I still run go-to-market for a living, which is the only reason any of this advice is worth anything. Advice from someone who left the field five years ago is just history.
I won't tell you the channel is right for you if it isn't. Some products don't belong here, and some companies aren't ready to fund a two-year entry. Hearing that on a first call is a lot cheaper than finding it out in month eighteen with a channel chief you have to let go.
I won't hand you a framework and disappear. If your team can't run it the week after I stop, the engagement failed, whatever the deck looked like.
Not ready for a call? Most of what I'd tell you is already free and nothing is gated. The Field Notes are the playbooks written out, the free tools run the math, and the questions page answers what comes up on almost every one of these calls.
If you're working on something in this space and think I could help, send a note with a little about what you're building and where you're stuck. I read every one.
consulting@alecstanners.com