‘We want to make your MSP more valuable because we’re a partner, and the only way we grow is on the backs of you guys,’ says Paul Redding, head of global MSP partnerships for NinjaOne.
NinjaOne is expanding its support for partners with a revamped partner program and new peer groups to help MSPs strengthen their businesses and share best practices.
The move is part of a broader effort by the Austin, Texas-based vendor to extend its relationship with MSPs beyond technology, offering resources to help partners improve their go-to-market strategies, develop sales and marketing skills and advise customers on emerging technologies.
Paul Redding, head of global MSP partnerships for NinjaOne, said the revamped program will expand NinjaOne’s support beyond product training to include sales enablement, marketing resources, AI education, compliance guidance and operational best practices. The company is also developing financial and operational peer groups that will connect MSPs with similarly sized providers to exchange ideas and improve how they run their businesses.
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Redding said the goal is to help MSPs sell their own services rather than simply become more proficient with the tools they use. And the vendor’s new partner hub will serve as a central resource for training technicians.
“I don’t need you to go out and sell RMM. I need you to go out and sell MSP,” he said. “The mission of any good partner is to do three things. We need to make you safer, faster and more money.”
The partner portal already includes MSP 101 resources such as enablement materials covering AI and Cybersecurity Maturity Model Certification (CMMC). Going forward, there are plans to add video training, courses and customer-facing collateral over the coming months.
The company is also developing peer groups intended to give MSPs a place to discuss operational and financial challenges with providers at similar stages of growth. Redding said the groups will go beyond mergers and acquisitions or preparing businesses for private equity investment, instead focusing on practical improvements that can make MSPs more efficient and valuable.
Avion Bryant, chief technology officer at Joplin, Mo.-based NinjaOne partner Stronghold Data, said the peer groups address a longstanding need in the MSP community.
“I think the peer groups are something that the community has been needing for quite some time now,” Bryant told CRN. “They’re able to talk with other MSPs to figure out their strategy and bring strategies together to see what’s the best roadmap for the business.”
NinjaOne plans to launch the peer groups initially through a free beta program, inviting MSPs to apply and help shape the initiative. The company expects the groups to begin meeting toward the end of the fourth quarter of 2027, with quarterly meetings as the program develops.
The partner program is built around improving security, returning time to technicians through automation and efficiency, and helping MSPs generate additional revenue.
“When I give you back efficiencies, when the tools put that money back in your pocket, it’s money you already made,” Redding said. “We’re giving you an opportunity to add back to your bottom line from what you’ve already collected.”
Ultimately, the company wants the partner program to become a key part of how it supports MSPs as they adapt to a changing industry.
“We want to make your MSP more valuable because we’re a partner, and the only way we grow is on the backs of you guys,” Redding said.
