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Vince Menzione - Technology Industry Sales and Partner Executive
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296 – Why the Obsolete MSP Model is Dying and How to Join the MIP Elite
Mastering the shift from MSP to MIP. Subscribe to our Newsletter: https://theultimatepartner.com/ebook-subscribe/ Check Out UPX: https://theultimatepartner.com/experience/ In this insightful episode, Oguo Atuanya, CVP of Vendor Experience at Pax8, joins us to discuss the pivotal evolution in the IT channel: the transition from Managed Service Providers (MSPs) to Managed Intelligence Providers (MIPs). We explore how the marketplace is moving beyond traditional infrastructure support toward a future defined by AI-driven orchestration, business consultancy, and scalable agent-tech organizations. Oguo details how Pax8 is leading this transformation by curating solutions that allow partners to move from transactional service models to life-cycle management that prioritizes measurable ROI for the Small and Medium Business (SMB) market. Key Takeaways Pax8 is redefining the role of the distributor by acting as an AI commerce platform for the SMB market. The shift from Managed Service Provider (MSP) to Managed Intelligence Provider (MIP) is critical for scaling in the modern tech era. Successful MSPs must evolve into business consultants who integrate AI-driven workflows rather than just selling infrastructure. Security and automation are foundational elements that every modern MIP must prioritize to ensure scalability for customers. The “MIP Playbook” provides the curriculum-driven enablement partners need to successfully pivot their business models. Building strong, end-to-end customer lifecycle management is the key to minimizing churn and maximizing long-term value. https://youtu.be/c8uCnMJd9bg If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins. Key Tags Pax8, Managed Intelligence Providers, MIP, AI commerce platform, SMB technology, MSP evolution, AI-driven workflows, agent-first strategy, digital transformation, channel partner strategy, cloud solutions, customer lifecycle management, IT channel innovation, scalable automation, business consultancy, technology architecture, agent store, managed service providers. Transcript Oguo Atuanya Audio Episode [00:00:00] Oguo Atuanya: I, I mean, the ultimate goal is to get that MIP channel as intelligent or even more intelligent and agile than any enterprise IT department. [00:00:13] Vince Menzione: We just finished Ultimate Partners Winter Retreat here in beautiful Boca to a sold out crowd. Today I’m joined by Dexter Hardy, the founder of Integral for a compelling discussion, a guo. Welcome back, [00:00:29] Oguo Atuanya: Vince [00:00:29] Vince Menzione: to the welcome back to the podcast, my friend. So good to see you. [00:00:33] Oguo Atuanya: Good to see you, my friend. It’s been about, what, two years? [00:00:35] Vince Menzione: It has been two years, almost two years. Almost two years ago now. And uh, man, this [00:00:40] Oguo Atuanya: thing is just picking up steam. [00:00:41] Vince Menzione: It is. We’re having a blast. We were having so much fun. It was [00:00:44] Oguo Atuanya: awesome. [00:00:44] Vince Menzione: Yeah. [00:00:44] Oguo Atuanya: Really awesome. [00:00:45] Vince Menzione: And you were for context, for people watching and, and listening. Uh, we were here in Boca yesterday for the Ultimate Partner Executive Retreat. [00:00:52] Yep. It was this awesome event and great to have you involved in it. Uh, pat, thank you so much. So, uh, last time you were here [00:01:00] Oguo Atuanya: Yes. [00:01:01] Vince Menzione: Uh, you were representing Microsoft where you spent 22 years. [00:01:05] Oguo Atuanya: 22 [00:01:06] Vince Menzione: years. [00:01:06] Oguo Atuanya: Two years, right. Outta outta Junior Heart. [00:01:07] Vince Menzione: Amazing. And, uh, tell us, tell us about your journey so far. Uh, almost two years, a year and a half at Pax. [00:01:14] Eight. About a [00:01:15] Oguo Atuanya: year and a half. [00:01:15] Vince Menzione: Yeah, [00:01:16] Oguo Atuanya: a year and a half. [00:01:17] Vince Menzione: And tell, tell for our viewers and listeners, uh, your role at Pax eight. [00:01:21] Oguo Atuanya: Yeah. [00:01:22] Vince Menzione: Which is a preeminent company in this space. We used to use the term disty. I’ll let you describe them. Uh, officially [00:01:29] Oguo Atuanya: No, [00:01:30] Vince Menzione: because they don’t, you don’t use that term. [00:01:31] Oguo Atuanya: We’re not, we’re not a distributor. [00:01:33] Vince Menzione: Yes. [00:01:33] Oguo Atuanya: Scott Cha would kill me. [00:01:35] Vince Menzione: That’s right. No, I know, I know. I remember the, uh, [00:01:38] Oguo Atuanya: the New [00:01:38] Vince Menzione: York, was it the New York Times article? Yes. Yes. [00:01:41] Oguo Atuanya: Was kind of a, [00:01:42] Vince Menzione: that was a launching point coming out. Yeah, yeah. [00:01:44] Oguo Atuanya: No, we, we, we see ourselves as, um, um, the pre, uh, permanent marketplace. For SMB. [00:01:52] Vince Menzione: Nice. [00:01:53] Oguo Atuanya: Right. So you think about the SaaS and the cloud. [00:01:55] Yeah. You know, solutions that you need. In SMB, we work with vendors to bring it, um, you know, to the SMB market through, uh, MSPs. And we also, uh, see ourselves as the premier [00:02:08] Vince Menzione: Yes. [00:02:08] Oguo Atuanya: Um, AI commerce platform for SMB. [00:02:13] Vince Menzione: Very interesting. [00:02:14] Oguo Atuanya: Right. And as we go through the discussion, uh, this afternoon, you’ll see why. [00:02:20] Vince Menzione: Yeah. [00:02:21] Oguo Atuanya: That differentiation is [00:02:23] Vince Menzione: key. I, I love, I love to dive in. I love to dive in. I will say this, I, I think you’ve gotten a lot of people very interested in the community. I mean, certainly your events are becoming bigger and bigger. You’re beyond conference. [00:02:36] Oguo Atuanya: Next one’s coming up in Salt Lake City [00:02:38] in [00:02:38] Vince Menzione: June. [00:02:38] I plan on being there, salt Lake City in June. [00:02:41] Oguo Atuanya: I must have you there. [00:02:42] Vince Menzione: I will be there and you will, and you will be at our event in May. [00:02:45] Oguo Atuanya: Absolutely. [00:02:46] Vince Menzione: Talking about beyond, but also talking about this community. Uh, I’ve also woken up over the last year or so as well and learned a lot about this SMB community and ms, what we call MSBs. [00:02:58] You’ve re you’ve re-categorized them, uh, but this community is palpable. The opportunity is huge. [00:03:04] Oguo Atuanya: It’s huge. [00:03:05] Vince Menzione: And, um, I would say that, uh, yeah, we can talk, we’ll talk, we’ll just talk through it. ’cause it is huge. Yeah. There’s a lot of things that need to be done. [00:03:12] Oguo Atuanya: Yeah. [00:03:13] Vince Menzione: And I think, I think PAX eight is, uh, at the forefront in driving a lot of this. [00:03:17] The hyperscalers, like Microsoft are, are paying attention now more in a big, in a bigger way than before [00:03:23] Oguo Atuanya: being great partners. [00:03:24] Vince Menzione: Been great, great partners. Yeah. We’ll talk about your role with Microsoft in that regard. [00:03:28] Oguo Atuanya: Yeah. [00:03:28] Vince Menzione: But talk, let’s talk about this evolution too. Let’s, uh, so for those who are listening, who are used to maybe us talking about a SaaS software company Yep. [00:03:36] Or an ISV or an SDC, uh, we’re talking about MSPs, managed service providers, which is the common term that people use. These are, these have been traditionally the companies, the smaller companies, they used to call em mom and pop shops back. The old VARs that became managed service, the past [00:03:53] Oguo Atuanya: provider in, in the past, they’re getting bigger. [00:03:54] Vince Menzione: And then Yes. One of the big [00:03:55] Oguo Atuanya: ones, y say [00:03:56] Vince Menzione: Nexus Tech. We had Yes. [00:03:57] Oguo Atuanya: Partners of ours. [00:03:58] Vince Menzione: Nexus Techs, new Charter. [00:04:01] Oguo Atuanya: Charter, Michelle [00:04:02] Vince Menzione: Evergreen, I could Ira Lyra. Yeah. They’re, they’re becoming bigger and bigger. Private equity is getting involved. What’s important, what’s important to note too is that the customer is driving this because customers are requiring more and it’s no longer about, and my my point of view is it’s no longer about loading up software and just letting it go. [00:04:22] Oguo Atuanya: Yeah. [00:04:23] Vince Menzione: You need to be hands-on all the time. [00:04:24] Oguo Atuanya: Abs. Absolutely. And, and [00:04:26] Vince Menzione: yeah, [00:04:26] Oguo Atuanya: kind of skating towards that park of, um. MIP? [00:04:31] Vince Menzione: Yes. Let’s talk about MIP [00:04:33] Oguo Atuanya: managed intelligence providers. [00:04:35] Vince Menzione: So last year, year Beyond conference, I believe you launched this like new in I, we’ll call the new nomenclature or the new name, or this new thing. [00:04:46] And evolved. And evolved, yeah. [00:04:48] Oguo Atuanya: Yeah. [00:04:49] Vince Menzione: So talk about the managed intelligence provider for us. [00:04:52] Oguo Atuanya: Yeah. Wow. When it happened In Beyond Or at? Beyond, I should say. Um. We thought it’d catch on because it’s apt. I mean, it’s, it’s sort of indicative of what’s happening now and what will happen over the next 24 months, but, uh, the sort of migration towards this and the marketplace has been immense. [00:05:17] I mean, you, and you, you know, hit on what the difference is. Yes. Earlier on, um, today. What’s driving this shift is that most MSPs have been really good at being tools and technology infrastructure providers. [00:05:36] Vince Menzio
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