How channel firms are leveraging the power of data

Getting to grips with the power of data is a top priority for channel business leaders as they redefine their CX, culture, sales and marketing functions, enabling new, more effective operational strategies to drive their businesses forward.

CATH BRACKEN,
CSO, CORE TECHNOLOGY SYSTEMS

Our data strategy has evolved from a technical function to a business-critical driver of decision making, customer experience and growth. We're embedding data more deeply into every function, particularly CX, where insight-led personalisation helps us anticipate needs and respond faster. In sales and marketing, data guides smarter segmentation, more accurate forecasting and sharper campaign performance. We're leaning into automation and AI to accelerate outcomes without losing the human touch. Culturally, our teams are empowered with dashboards that don’t just report but recommend. We’ve moved beyond adoption to actionable innovative solutions. The MSPs that win will be those who treat data not as a by-product of business, but as the engine of it.

PAUL HOOPER,
CEO UPLANDS ONETELCO

It’s never been more important to have transparent, accurate and timely data. We’re using it to inform every decision so we know we’re focusing on the right areas, working at the right pace and doing the right things. In customer experience, we’re spotting issues early and improving service before problems escalate. In sales, data helps us focus on what’s profitable and where momentum is building. For marketing, it’s about insight-led targeting – less noise and more traction. When it comes to culture, data gives everyone direction. It’s not just for management, teams across the business are use data to prioritise, track progress and stay accountable.

ELI HAFFNER,
MARKETING MANAGER, ALFONICA

We're increasingly relying on data to shape growth. Across CX, we’re developing tools that give clients transparency from first interest to contract, supported by structured onboarding and regular feedback. In sales, we’re improving the funnel by using segmented data to target the right audience, working closely with marketing and CX to align key messaging and shorten the sales cycle. We are also streamlining internal processes that support customer-facing teams. Improving our CRM and creating a tailored ticketing system is essential for a more reliable customer experience. For marketing, targeting is key. We're concentrating on offering the most relevant solutions without pushing services that a customer already uses, using clean customer data. Culturally, performance data encourages a focus on results and shows how dedicated our teams are to meeting SLAs.

DION O’BYRNE
CHANNEL SALES MANAGER, RYDAL GROUP

Businesses want real-time insights they can act on. In CX, MSPs are doubling down on unified platforms to better understand and personalise client interactions. That means higher retention and more upsell wins. Sales teams are using data to spot their ideal clients, streamline their pipeline and speed up the close with smart automation. Marketing is shifting from mass emails to targeting the right people with the right message and campaigns based on behaviour, backed by data on what drives ROI. Culture leaders are using insights to track engagement, reward performance and build more agile, outcome-focused teams. MSPs who can connect the dots across customer, operational and behavioural data will be the ones who stand out and scale in this fast-moving market.

RICHARD BETTS,
CEO, VIZST TECHNOLOGY

We’re using data to drive a more personalised and responsive customer experience. By integrating data analytics we’re identifying trends and refining touchpoints across the customer lifecycle. We are utilising anonymised historical customer support data to deliver faster outcomes. Our data strategy enhances sales performance through deeper insights into buying patterns, account behaviour and opportunity scoring. This empowers the team to prioritise high value leads with greater precision. We’re leveraging data to better understand audience intent, optimise campaign performance and deliver content that resonates. We’re embedding data into everyday decision making, encouraging teams to use insights to inform their work. This is supported by accessible dashboards, regular knowledge sharing and enhanced data literacy in line with accreditations such as ISO.

VINCE DELUCA,
CEO, SIX DEGREES

We are committed to becoming a truly data-driven organisation. We lead by example as ‘customer zero’, ensuring our internal transformation sets the standard for our services. Strong data governance is central to maintaining trust. As AI adoption grows, we proactively update our data framework and policies to protect our business, people and customers. Data sprawl is a natural consequence of growth through acquisition and we’re actively reviewing and rationalising our data landscape to preserve the integrity of our core datasets and support compliance. We are also building a strong data culture. Empowering teams with the right tools and practices enables informed, intelligent decision-making across the organisation, ensuring data is available, trusted, well managed and used to create real business value.”

JAMES KIRK,
BUSINESS INTELLIGENCE DIRECTOR, DAISY COMMUNICATIONS

Our data strategy is rooted in building a strong data-driven culture across our organisation with our central data department delivering value across the business. Our data professionals and modern tech stack empower us to visualise and interpret data in real-time, enabling quick, informed decisions. While this foundation has served us well we are developing smarter, more connected data solutions to fuel our next growth phase. We're increasingly embedding the business into the data lifecycle, which helps us foster collaboration, share insights and drive continuous improvement. By embracing cutting-edge technology and automation we're ensuring AI readiness and long-term competitiveness.”

MARTIN PATTERSON,
HEAD OF INNOVATION, AUXILION

The traditional input-based pricing approach is being challenged by demand for value-based outcomes and data is the key to unlocking this potential. MSPs will have to leverage large language models and data orchestration, and integrate with other data workflows, IT infrastructure and tooling, thereby empowering customers to make cohesive and insight-driven decisions. This creates competitive advantage for MSPs but conversations around data and AI invariably become conversations about risk and exposure. The associated skills and internal talent to capitalise on data strategies, coupled with the impact of automation and cybersecurity, means that while MSPs are evolving their data strategies they are doing so in a climate of uncertainty and exponential innovation. 

IAIN SINNOTT,
HEAD OF GROUP CUSTOMER ENGAGEMENT, CLOUDCLEVR

We have been unifying disparate systems and data as our four acquired businesses became one brand - with one CRM for sales and marketing, the service platform and billing engine. This has removed duplication and confusion and has replaced them with accuracy and clarity. Sales and marketing now work from a single source, ensuring that targeting is precise, outreach is relevant and opportunities aren’t missed. This consistency has improved CX and efficiency, particularly in billing and service delivery. There’s also a cultural shift: There is order in the data, transparency across the teams, simplicity in the day-to-day functions and a focus on the customer experience. We can collaborate, support each other and avoid dull, repetitive tasks. 

ROAN PRATT,
SALES DIRECTOR, ONECOM PARTNERS

MSPs are increasingly recognising the importance of data. For clients, they are analysing data to provide proactive solutions and recommendations for optimisation and efficiency. This is enhancing the customer experience and retention. This (and other customer data) enables MSPs to identify the ideal customer profile, including size, vertical and technology usage. This allows for highly targeted marketing campaigns which can increase the sales conversion rate and drive more profitable deals. Around culture is where the MSPs are making the biggest changes, trying to achieve the fine balance of a data-driven mindset and maintaining the human touch.