Channel Partners Conference & Expo; MSP Summit 2025
Venetian Expo Center & Aria
Las Vegas, NV
March 24-27, 2025
Attendees: 8,000
Exhibitors/Sponsors: 300+
By Steve Brumer, Partner at BH IoT Group, a Consulting Practice
The annual Channel Partners Conference & Expo has come and gone, and the 2025 show once again did not disappoint. If you have anything to do with sales through and with channel partners, this show is a must attend on your calendar.
The speeches, the exhibits, the meeting rooms, the events and the buzz were again amazing. Between the partners, the vendors, the industry analysts, the leaders of major companies and of course the attendees, there was no shortage of things to see, learn, watch, and take away. And the new products and services announcements and press releases coming from the vendor and provider community showed the channel that this is an ecosystem that’s here to stay, and to help them sell, support and build relationships with customers.
Hot Topics: Cyber & AI
In terms of generating buzz on the floor and in the sessions, the amount of focus on cybersecurity was amazing to see. The increase in one year in the number of vendors and suppliers touting their version of cybersecurity software and how it is a needed requirement for the channel was overwhelming. Meanwhile, sessions and speakers related to cybersecurity stressed that the channel had better increase its education and knowledge in this area, so partners can act as trusted advisors, helping customers address growing problems and risk in this area.
Meanwhile, AI continued to be a theme all over the show, and in many different contexts. Whether it’s bundled as part of a service or software offering, or offered as a standalone in different productivity models, AI is here to stay. We just need to better understand the technology, what problems will it solve, and how SMB-focused channel partners can position, sell, and support AI.
An Action-Packed Conference Program
When it came to the education tracks at the show, the MSP Summit 2025 room was very dynamic, with many new and exciting vendors showcasing innovative technology and creative ways for the MSP community to help their clients. This was the expo room for those who wanted to find new ways to sell and support managed services while increasing their recurring revenue.
For the Channel Partners side of the house, the keynotes and break-out sessions were outstanding. From the executive roundtables to industry leader keynotes, and panel discussions to vendor presentations, education and awareness were clear objectives: Where is the industry headed, what’s hot, what are the carriers and distributors thinking, what are the leading vendors saying and doing, and as a channel partner or MSP, where is the money in 2025?
A Hopping Expo Hall Floor
The expo floor was jammed whenever I was walking it. The booths had the people, the messaging and the demos to bring in channel partners interested in their products and services. There was no set organization when it came to which vendors were located on each row, which drove me to walk up and down all of the aisles to see what was of interest – I didn’t want to miss anything.
The expo also had stages set up for product vendor talks. While it was hard to hear with the noise level, these were well attended and very informative. The vendor meeting rooms surrounding the main entrance were also packed, offering sight lines into the number of planned meetings that providers had with the decision makers. While expensive to exhibit, it’s clear all in all that the show continues to be a solid option for vendors.
For me, the expo is where you meet and greet our channel partner ecosystem players. Partners and vendors who have been in the channel for decades (like me), have lived through both tough times and times of amazing growth, and we all comingled and shared stories, and showed products and services off with pride.
And of course, for attendees, from the NASCAR race car on display and race simulator, to celebrity signings, giveaways and entertainment, the expo floor was awesome!
What Did We Learn?
Channel partners are now trusted advisors! Enterprise and SMB customers need to trust that their IT, telecom, mobile, IoT, security, hardware, software and services channel partners are fully educated on the products and services they need to solve their problems and help them build and execute their business plans.
Having been involved with the channel for more than four decades, I know there’s a continued need to learn every day about new technologies being developed and sold, which is what makes this world fun and exciting. As an MSP or partner, it’s your role to train your team on the services you will provide your customers. We know that educating the industry, ecosystem, partners, vendors, and employees is key to your success.
I am so proud of an industry that is growing with new faces from all backgrounds. Our channel sells to an audience that represents our world. We see more diversified leaders, sales, marketing and technical people in today’s growing channel than I have ever seen, and it is wonderful.
Bottom Line: If you are in any way associated with selling with or through Channel Partners and MSP’s, this show is a must attend every year and continues to get better and better.
Reach Steve Brumer at sbrumer@bhiotgroup.com / 404-641-7612