The landscape facing managed service providers (MSPs) has shifted significantly in the past few years. Driven by radical changes in the technology ecosystem, businesses increasingly rely on MSPs to manage increasingly complex IT ecosystems. The value of the managed services sector in the US is predicted to rise beyond half a trillion dollars by 2028… But this growth comes with several pain points…
Complexity is a part of it; integrating technologies like generative artificial intelligence and IoT devices adds new layers to MSPs’ service strategies. Making sure these elements work harmoniously to generate value without creating new pain points for customers is critical. And then, speaking of critical, there’s cybersecurity. From nation-state-sponsored cyber warfare to GenAI’s democratisation of new ransomware techniques and a market-wide surge in data theft, IT environments are under greater threat than ever before. And, as organisations increasingly rely on MSPs to handle their technology estates, the challenge of stopping the next generation of security threats is also falling at their feet.
Supporting People to Achieve Business Goals with Tech
For Nett Lynch, CISO at legal-tech consulting firm Kraft Kennedy (and architect of their newest division: Legion), there’s a reason that this shifting kaleidoscope of pain points often proves so intractable for MSPs: strategy. “A lot of MSPs struggle with client strategy,” she explains. In particular, it’s the communication of strategy that defines and undermines their relationships to their clients. Essentially, “they’re talking tech instead of business. We’re nerds—we love the tech, we love the features. But we need to admit clients aren’t focused on those things. They don’t care that much about how or why it works. They just want it to work and align to their business goals.”
Implementing Strategy
When communications are not aligned, strategic conversations can also be affected. As a result, MSPs may not create roadmaps or develop budgets that deliver measurable value and may not fulfil the role of a strategic advisor for their clients. “Instead, you wind up doing ‘Captain Obvious’ stuff: replacing end-of-life servers, patching — that sort of thing,” says Lynch. Because MSPs often fall into this more utilitarian role, they’re also often in a less than enviable position when the time comes to implement more strategic plans.
Changing that conversation is a key challenge for a lot of MSPs. “And when you bring in cybersecurity talking points, it gets even harder,” observes Lynch. “Now you have compliance and risk on top of business concerns. I’ve found that a lot of MSPs struggle with having those conversations effectively.”
Kraft Kennedy — Legacy, Experience & Expertise
Kraft & Kennedy was founded in 1988 as a multidisciplinary consulting firm focused on the legal space. With nearly 40 years experience solving critical problems for law firms, law departments, corporations, financial services firms, and nonprofits, “they know this space inside and out,” explains Lynch. “They’ve specialized in it for decades and have become true subject matter experts. If you’re a law firm in the U.S., you’ve probably either worked with Kraft & Kennedy or know someone who has.”
With decades of focus on a single vertical, she adds, Kraft & Kennedy has developed an intimate, extensive understanding of both the tools required in the legal space, but also how companies in the sector operate, from their needs and goals to pain points. “There’s some variability, but when a client presents a challenge, odds are Kraft & Kennedy has solved it before.”
