Niche to enterprise: optimizing MSP programs to grow
How a niche staffing firm built the internal muscle to thrive inside enterprise MSP programs.
“There are almost 25,000 staffing firms in North America alone, so standing out is never easy. It’s even more difficult when the MSP doesn’t understand your value proposition, and treats you like every other firm.”Kelly BoykinFounder, Growth Curve
This case study highlights the journey of a niche staffing firm seeking growth with large enterprise customers. Their tremendous success and unique position within the broader industry gave them entry to multiple MSP programs, but a lack of internal knowledge, processes, and strategy were severely impacting their ability to be successful, risking both business and reputation.
The problem
Misjudged by MSP teams
MSP program teams did not understand the unique value this firm brought to the end customer, and evaluated them as they did large, generalist staffing firms.
Underperforming scorecards
Because the firm lacked the knowledge and tools to succeed, their scorecard results were low.
KPIs below standard
Key performance indicators were at substandard levels, including submittals, interviews, and offers.
Program risk
Immediate risk of being optimized out of programs, which would limit growth and have a long-term impact on their ability to attract new programs.
The solution
Unique value proposition messaging
A distinct value proposition showcased their contributions to their joint customer, and focused on the benefit to the program itself.
Relationship strategies
Armed with critical tools and a deeper understanding of the purpose and structure of the program, meaningful relationships were built.
Data-driven tools and processes
Internal scorecards evaluated their MSP programs objectively, identifying areas for improvement and providing actionable insights for more effective resource allocation.
Optimized operations
The successful selection and onboarding of the right offshore partner substantially extended their resources while minimizing cost. Recruiting resources were more effectively aligned and targeted pipelines were developed.
Account management alignment
A newly created account team was built and trained, with critical focus on roles, accountabilities, and how to drive key performance indicators.
The results
These strategies transformed the firm’s ability to navigate enterprise partnerships with MSPs. The most important KPIs improved dramatically, and the team cultivated strong, collaborative relationships that turned MSPs from obstacles into advocates.
Ready to grow inside enterprise MSP programs?
Growth Curve helps niche staffing firms build the process and strategy to compete for and win enterprise MSP business.
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