I sat down with Justine Adams, head of global go-to-market strategy and brand at Sherweb, at IT Nation Connect Global in Orlando to talk about what MSPs actually need from their distributors. Justine brings more than 20 years of experience in customer research, insights, and marketing across financial services, IT, and grocery. These days, she spends her time listening to MSPs across North America, the UK, and Ireland. Turns out, we’re asking a lot of the same questions: How do I grow, protect my margins, and stand out without chasing every new shiny object?

We get into Sherweb’s expansion, Microsoft partner benefits, cybersecurity opportunities, and why a distributor relationship should offer more than licenses and a price list. We also tackle AI marketing, and Justine’s advice is refreshingly practical: Figure out your story and your ideal customer before asking AI to write your next campaign. Otherwise, you’re promoting a product without giving anybody a reason to buy it from you.

=== Chapters

00:14 Meet Justine Adams of Sherweb at IT Nation Connect Global
00:58 MicroWarehouse and Sherweb’s UK and Ireland Expansion
02:24 MSP Relationships in North America, the UK, and Ireland
04:30 Shared MSP Challenges: Growth, Margins, and Technology
06:00 Expect Better From Your Cloud Distributor
07:16 Customer Insights, MSP Storytelling, and AI Marketing
10:01 Global Expansion and the Value of Distributor Support
12:14 Cybersecurity Products and Microsoft Partner Benefits
14:35 Microsoft Margin Pressure, AI Services, and ChannelCon

=== Guest: Justine Adams, Sherweb, Head of Global Go-to-Market Strategy & Brand

Website: https://www.sherweb.com/
LinkedIn: https://www.linkedin.com/in/justine-adams-56a86273

=== Products Mentioned

Microsoft 365: https://www.sherweb.com/productivity/microsoft-365
Microsoft Copilot: https://www.sherweb.com/about/newsroom/microsoft-copilot-available-for-msps-sherweb
Huntress: https://www.sherweb.com/security/huntress
Acronis: https://www.acronis.com/en/integrations/
Rewst: https://rewst.io/
Monjur: https://monjur.com/
NordLayer: https://nordlayer.com/
Office Protect: https://www.sherweb.com/security/office-protect

=== Resources / Books / Podcasts / Apps

MicroWarehouse, now Sherweb: https://www.sherweb.com/about/newsroom/microwarehouse-becomes-sherweb
Microsoft AI Cloud Partner Program: https://partner.microsoft.com/
IT Nation Connect Global: https://itnation.connectwise.com/connect-global
GTIA, Global Technology Industry Association: https://gtia.org/events/
ChannelCon EMEA: https://channelcon.gtia.org/emea
Universal Studios / Universal Orlando Resort: https://www.universalorlando.com/

=== SPONSORS:

Technology Partner, NetAlly: https://www.itbusinesspodcast.com/netally/
Technology Partner: Bvoip: https://www.itbusinesspodcast.com/bvoip
Travel Partner: TruGrid: https://www.itbusinesspodcast.com/trugrid
Digital Partner, Designer Ready: http://itbusinesspodcast.com/designerready

=== SHOW MUSIC:

Item Title: Upbeat & Fun Sports Rock Logo
Item URL: https://elements.envato.com/upbeat-fun-sports-rock-logo-CSR3UET
Author Username: AlexanderRufire
Item License Code: 7X9F52DNML

=== Connect with Uncle Marv

🌐 Website: https://www.itbusinesspodcast.com/
🎙 Host: Marvin Bee
🛒 Uncle Marv’s Amazon Store (gear & tools I recommend): https://amzn.to/3EiyKoZ
☕ Support the show: https://ko-fi.com/itbusinesspodcast

If you found value in this episode, share it with another MSP, IT provider, or tech entrepreneur. Your support helps keep practical, no-nonsense IT business conversations coming every week.

Bloomberg Markets: Bittles on Stocks Enjoying a Season Tailwind

About this episode

Comments

Rate this episode

Episode Details