Structuring a Successful OPD-MSP Partnership

A successful partnership between Office Products Dealers (OPDs) and Managed Service Providers (MSPs) requires a structured framework that ensures mutual benefit, clear processes, and seamless execution. While the potential synergies are clear, establishing an effective working relationship demands careful planning in terms of roles, responsibilities, and incentives. This chapter outlines the foundational elements necessary for building a sustainable OPD-MSP partnership, including financial arrangements, customer segmentation, lead handover protocols, and the role of a strategy champion within OPD organizations.

Defining the Partnership Model

A well-structured partnership must be built on transparency, clearly defined goals, and financial incentives that motivate both parties. The key aspects of structuring this collaboration include:

• Bi-Directional Commission Arrangement: OPDs should receive commissions for referring customers to MSPs, while MSPs should offer reciprocal incentives to OPDs for helping facilitate the sale of managed services alongside office products.
• Customer Segmentation Strategy: Not all OPD customers will be a fit for MSP services, so segmenting the customer base based on technology adoption, company size, and operational needs will optimize conversion rates.
• Defined Handover Process: A clear protocol for warm introductions ensures that MSPs engage with OPD customers at the right time, reducing friction in the sales process.
• Ongoing Performance Tracking: Regular review meetings and data-driven insights should be utilized to refine strategies and ensure both OPDs and MSPs are benefiting from the partnership.

Financial Structure: A Win-Win Model

For the partnership to be sustainable, both parties must see clear financial benefits. The following structures ensure a balanced and mutually rewarding collaboration:

OPD Revenue Opportunities:

1. Referral Commissions – OPDs earn a commission when they successfully introduce a customer to an MSP and a service contract is signed.
2. Bundled Service Agreements – OPDs can bundle IT services with office product sales, creating a higher-value offering and increasing average order value.
3. Recurring Revenue Share – By participating in the ongoing managed services revenue, OPDs can build a predictable, long-term income stream.

MSP Revenue Opportunities:

1. Access to Warm Leads – MSPs reduce their customer acquisition costs by leveraging OPDs’ relationships.
2. Cross-Selling & Upselling – MSPs can introduce complementary services such as security monitoring, cloud backups, and print management automation.
3. Customer Retention – Bundling MSP services with office product purchases increases customer stickiness, reducing churn rates.

A bi-directional revenue-sharing agreement ensures that both partners are equally invested in each other's success, driving higher engagement and long-term growth.

Customer Segmentation: Targeting the Right Clients

For maximum effectiveness, OPDs and MSPs must collaborate on segmenting the OPD customer base to identify businesses that are the best fit for managed IT services.

Segmentation Criteria:

• Size & IT Maturity: Businesses with 10+ employees and growing IT needs are prime targets.
• Existing IT Infrastructure: Companies with outdated IT systems are strong candidates for upgrades.
• Print & Document Management Needs: Businesses relying heavily on printers and document workflows can benefit from integrated print and IT solutions.
• Regulatory Compliance Requirements: Industries with strict compliance regulations (e.g., healthcare, finance) often require advanced security and backup solutions.

By focusing on the right customers, OPDs can ensure higher conversion rates for MSPs, increasing overall partnership success.

The Role of the Strategy Champion

One of the most critical factors in the success of an OPD-MSP partnership is the appointment of a Strategy Champion within the OPD organization. This individual will:

• Align Sales Teams – Educate and train OPD sales reps on the benefits of MSP services and how to position them in sales conversations.
• Facilitate Warm Introductions – Ensure that customer handoffs to MSPs are seamless and positioned as value-driven solutions.
• Monitor Performance & Feedback – Track key metrics such as conversion rates and customer engagement to optimize the partnership.

This dedicated role is essential for overcoming resistance from legacy OPD sales teams and ensuring the consistent integration of managed services into the OPD business model.

Joint Marketing & Lead Handover Process

To further streamline customer acquisition, OPDs and MSPs should collaborate on joint marketing initiatives that drive demand and educate customers on the value of the partnership. Key strategies include:

• Co-Branded Webinars & Content Marketing: Educating customers on IT best practices and the advantages of bundled services.
• Automated Lead Handoffs: Developing an internal system where OPDs can refer leads through an integrated CRM for streamlined tracking.
• Incentive-Based Engagement: Rewarding sales reps and account managers for successfully introducing MSP services to their customers.

Summary: A Blueprint for Long-Term Success

A well-structured partnership between OPDs and MSPs creates a powerful, mutually beneficial business model. By implementing a clear financial structure, customer segmentation strategy, and a dedicated strategy champion, OPDs and MSPs can drive sustainable revenue growth while enhancing their value propositions.

The next chapter will address common resistance from OPD sales teams and outline strategies for overcoming objections, ensuring widespread adoption of this new business model.

Related Reading:

Winning Over Resistant Sales Teams: OPDs must overcome sales team resistance to MSP partnerships by aligning incentives, simplifying the sales process, and providing strong support.

Strengthening OPDs Through MSP Services: Office products dealers can boost revenue and retention by partnering with MSPs, offering IT services, and shifting to a service-based business model.