Research Papers
Read in-depth papers exploring core verticals, backed by applied research and expert insight.
-
MSP Client Enrichment: Turning Buyer Signals Into Strategic Advantage
Most MSPs walk into prospect meetings armed with technical knowledge and a pitch deck.…
-
The Industry Trends Report: How Preparation Changes the MSP-Client Conversation
Executive Summary Most MSPs walk into client meetings with a general sense of what…
-
The 5-Step Discovery Ladder: A Structured Framework for MSP Client Discovery
Executive Summary Discovery is one of the most discussed and least structured disciplines inside…
-
The Maturity–Appetite Matrix: A Practical Model For MSP Customer Segmentation
Executive Summary This paper is based on a Customer Success research session featuring contributions…
-
The Hidden Architecture of CS: Why Process Fails Without Governance
Executive Summary Customer Success inside an MSP has become increasingly process oriented. Teams define…
-
The Growth-Defense Loop Framework: A Dual Motion Model for MSP Customer Success
Executive Summary Most MSPs try to create progress by pushing projects. They build a…
-
Driving Adoption: Change Leadership vs. Change Management in MSP Customer Success
Executive Summary Most MSPs approach transformation work as a technical exercise: design the solution,…
-
The Five Levels of Client Business Goals and the Chasms Between Them
Executive Summary During a recent research session conducted by Joe Markert and Kevin Clune,…