Channel Programmes

A vendor profile gets you
on the map. These get you
in the room.

Four structured tracks built around 2,637 verified, domain-confirmed MSPs. Sponsored webinars, virtual roundtables, curated in-person dinners, and ICP-targeted partner recruitment — not sponsorship inventory. Channel development programmes.

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No traffic promises · Explicit deliverables · Opt-in only follow-up workflows
Reach
Newsletter, eshots, category
Engage
Webinars, roundtables, dinners
Recruit
Partner recruitment sprints
Command
Category ownership
Track 1 · Reach

Structured, repeatable reach into
the MSP community.

Reach is about consistent, light-touch visibility. No hard-sell sponsorship inventory, no logo wallpapering. Just clear placements that keep your brand and programme in front of motivated MSPs without exhausting them.

Most popular entry point
Sponsored newsletter placement
One high-signal placement in a Focus editorial newsletter, built around your angle, not your logo.
$6,500from, per send
Audience: 5,000+ MSP leaders · Region: primarily UK, with EU & NA spillover
You get
  • One sponsored feature in the Focus MSP newsletter, positioned alongside editorial, not as standalone advert.
  • Content review and refinement by the Focus editorial team to ensure channel relevance.
  • Branded call-to-action driving MSPs to your vendor profile or partner programme page.
MSP experience
  • MSPs see your proposition framed in their language, with clear next steps, not banner blindness.
  • Explicit “sponsored” labelling to preserve trust and email engagement.
Category spotlights
Practice category features
Editorially-led features on a practice category that prominently include your solution.
$8,000from, per feature
Linked to relevant practice areas (Cybersecurity, Cloud, Endpoint, etc.)
You get
  • Feature-length article on a practice category (e.g. “Modern endpoint stacks for MSPs”) with your product as a named example.
  • Cross-linking from category pages and your vendor profile.
  • Permanent placement in the Resources section.
MSP experience
  • Context-first, product-second; your solution appears as one of a small number of credible options.
  • Evergreen content they can refer to when planning practice build-outs.
Track 2 · Engage

From impressions to
real conversations.

Engage is where you stop broadcasting and start talking. Webinars, virtual roundtables, and in-person dinners designed to create real dialogue with ICP-fit MSPs — and produce material you can use long after the event.

Highest signal
In-person roundtable dinner
8–10 MSP decision-makers in one room, curated by Focus, with you as the featured vendor.
$20,000from, per dinner
Location: major UK / EU / US cities · Attendees: hand-picked by Focus
You get
  • 8–10 ICP-fit MSP leaders around the table, with a Focus moderator running the discussion.
  • Pre-event briefing to align themes, talking points, and success criteria.
  • Post-event insight summary + opt-in introductions to attendees.
MSP experience
  • High-value peer discussion with other MSPs, not a vendor pitch dinner.
  • Clear option to opt-in to follow-up — no automatic lead hand-off.
Proven volume
Sponsored webinar
Jointly branded webinar to the Global MSP Directory community, with Focus handling recruitment and moderation.
$6,500from, per webinar
Expected attendance: 50–150 MSPs, depending on topic and timing
You get
  • Webinar planning session with Focus (format, narrative, Q&A structure).
  • Promotion via email, social, and in-product placements to relevant MSPs.
  • Recording + registrant list with explicit consent flags.
MSP experience
  • Topic-first content, co-presented with Focus to maintain trust.
  • Clear expectation of follow-up for those who opt in.
Track 3 · Recruit

Deliberate partner recruitment,
not cold pipeline building.

Recruit is about building a defined cohort of new partners that actually match your programme — region, size, vertical, and capability fit — then introducing them in a structured way.

New-market entry
Partner recruitment sprint
Four-week ICP-filtered outreach sprint into the MSP base, designed to fill a specific partner cohort.
$5,000from, per sprint
Scope: 1 region or segment · 1 primary product / programme
You get
  • Target definition workshop (region, size, vertical, capabilities).
  • Curated shortlist of 50–150 MSPs that fit the brief.
  • Warm introductions to opt-in MSPs who respond.
MSP experience
  • One focused outreach explaining why they’re being contacted.
  • Clear opt-in mechanism to be introduced to your channel team.
Stack extension
Shortlist curator
Curated shortlist of 10–30 MSPs by region or vertical, including a panel review with active partners.
$9,500from, per engagement
Best when entering a new vertical or practice area.
You get
  • Panel session with 2 existing MSP partners to validate your positioning.
  • Shortlist of 10–30 MSPs with summary notes per candidate.
  • Introductions to shortlisted MSPs who opt in.
Data-led
Partner gap analysis
Data view of where your current partner base under-/over-indexes across the MSP community.
$12,000from, per analysis
Feeds into future recruitment sprints and Channel Programmes.
You get
  • Comparison of your partner base vs. Global MSP Directory by region and practice area.
  • Identification of “white space” where demand exists but partners are thin.
  • Recommended recruitment plan by quarter.
Track 4 · Command

Own an MSP practice category for a quarter.

Command is where you take the long view: a single vendor sitting at the centre of a category for a quarter at a time, with content, events, and recruitment designed to compound.

Command tier – category ownership

One vendor per category, per quarter. Category hero lockup, integrated content plan, webinar and/or roundtable, and a coordinated partner recruitment sprint — all pointing back to your profile and partner programme.

$60,000 from, per quarter
Visibility
  • “Powered by” lockup on the chosen practice category page
  • Featured vendor position across all relevant practice pages
  • Newsletter and resource content anchored to your category
Engagement
  • One major activation per quarter (webinar or roundtable dinner)
  • Optional follow-on virtual discussion for interested MSPs
  • Content and assets you can re-use in your own channels
Recruitment
  • Dedicated partner recruitment sprint inside the chosen category
  • Warm introductions with full context and data capture
  • Quarterly performance and insights report for your channel team
Attendee quality

Who you meet matters more than how many.

Every programme is built around domain-verified MSPs already active on the directory. No list rentals, no generic “IT” audiences, no incentives that drag the wrong people into the room.

Domain-verified MSPs only

All attendees are existing MSP profiles with domain verification. You see who they are, what they do, and which practice areas they operate in.

Proof: profile URLs and domains shared post-event.

Practice and region filters

Recruitment and attendance is filtered by capability, region, and sometimes vertical, based on your ICP — not a generic blast to the full list.

Proof: recruitment brief and shortlist supplied in advance.

Explicit opt-in for follow-up

MSPs must actively opt in to be introduced to your channel team. There are no surprise sales calls or hidden lead lists.

Proof: opt-in logs and consent flags shared with your team.

Channel maths that makes sense to a CFO.

Illustrative scenarios only — every programme is scoped and priced against your actual deal sizes and partner economics.
Reach – sponsored webinar
MSP attendees80
Opt-in introductions8
New partners signed2
First-year channel revenue$80k–$160k
Engage – roundtable dinner
Guests8
Partners progressed4
New partners signed2–3
Lifetime value$250k+
Command – category quarter
Net new partners10–20
Incremental revenue$500k–$1.5m
Brand equityCategory default
Common questions

Straight answers for channel leaders.

How far in advance do we need to book?

Channel Programmes are typically scoped and booked 6–12 weeks in advance to allow for audience recruitment and content planning. Command tier (category ownership) is booked a full quarter ahead.

Do you guarantee lead volumes?

No. We guarantee deliverables and audience quality, not a specific number of “leads”. You receive detailed reporting on attendance, opt-ins, and engagement so you can calculate ROI.

Can we run a programme without a vendor profile?

We strongly recommend having at least a Seeded or Listed profile live before running any programme. Many of the touchpoints link back to your profile for context and consistency.

Which practice categories can we run Command in?

Any of the 15 practice categories listed on the directory. We recommend starting with the category where you already have traction, then expanding into adjacent ones.

Ready to build a serious
MSP channel presence?

Tell us where you want to show up and who you want in the room. We’ll come back with options, dates, and transparent pricing.

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No retainers · No bundles you don't use · Programmes scoped to your channel maths