You joined the MSP program with big expectations—steady volume, streamlined processes, a foot in the door with a major client.

But now?

It feels more like a black hole than a growth channel. Job orders come in… but they don’t come to you. You’re bending over backwards for SLAs but barely getting feedback. And every quarter feels like a guessing game: are we winning, or just surviving?

If that sounds familiar, you’re not alone.

The truth is, many staffing firms struggle to turn MSP participation into a profitable, repeatable business. And it’s not because they’re not working hard—it’s because the strategy behind their participation hasn’t evolved with the reality of how these programs actually operate.

Here are five of the most common reasons staffing firms underperform in MSP programs—and what you can do to shift from stuck to scaling.

1. You’re in the Program—But Not in the Game

Being on the vendor list doesn’t mean you’re set up to succeed. Many staffing firms get onboarded and then… crickets. No strategy, no focus, no ownership. You’re responding to requisitions, sure—but there’s no plan to actually win inside the program. Thriving in MSPs takes more than participation. It takes intention.

Quick Reframe: It might be time for a strategy reboot. Ask yourself: What would thriving look like in this program? Who in your org is truly accountable for that outcome? Treat it like a business line, not a side hustle.

2. You’re Built for Sales, But the Rules Are Different Here

Most staffing teams are built around direct business—outbound energy, relationship building, and consultative selling. MSP programs can change a lot of that. It could be that there’s no client to court, no feedback loop, and very little control over what you get.

If you’re applying your direct sales playbook to an MSP environment, it’s no wonder your results feel off.

Quick Reframe: Create MSP-specific enablement for your recruiters and account managers. It’s not about selling—it’s about performing within a structured system. This is more like precision delivery than traditional sales.

3. You’re Measuring Success Like It’s Direct Business

You can’t expect the same inputs to yield the same outcomes in two completely different business models. But that’s what happens when firms apply the same KPIs to both direct and MSP channels. The result? You work just as hard but feel like you’re falling short.

MSP success needs its own definition, its own metrics, and its own expectations.

Quick Reframe: Define a separate success profile for your MSP business. What does great performance look like in this channel? Think conversion, speed to submit, fill ratio, margin by job type—not just activity levels.

4. Your Margin Math Isn’t MSP-Friendly

Let’s be real—MSP work is rarely your highest-margin business. But that doesn’t mean it can’t be profitable. The key is knowing where it’s profitable within the program—and being strategic about focusing there.

Not all roles, buyers, or regions perform the same. Your goal isn’t to fill everything—it’s to fill the right things, well.

Quick Reframe: Build a profitability heatmap across your MSP client. Double down on the areas where you already win. Then, look at how you can adapt your operating and delivery model to scale that success—without burning out your team or your bottom line.

5. You’re Doing It Alone

MSP success isn’t a guessing game—but it can feel like one when you’re going at it without a plan, a coach, or even a sounding board.

When you’re working in the business every day, it’s hard to step back and see what’s not working—or what’s even possible.

Quick Reframe: You don’t need to figure it all out on your own. Sometimes a second set of eyes—whether it’s a consultant, a peer, or a fractional exec—can spot the gaps, surface quick wins, and accelerate change.

Final Thoughts

If your MSP channel feels more like a burden than a growth engine, that’s not failure—it’s a signal. A signal that it’s time to shift from participating in the program… to actually succeeding in it.

Because MSP business can be powerful—when you treat it like the strategic channel it really is.

If this resonated, I’d love to connect—or swap stories on what’s worked (and what hasn’t) in the MSP world. Drop me a message, comment below, or let’s set up a strategy session.