In this episode, we challenge MSPs to rethink how they view Marketing Development Funds (MDF) and confront a simple but uncomfortable question: how much vendor-funded marketing budget are you actually claiming? Every year, millions in MDF go unused, not because vendors are unwilling to fund partners, but because many MSPs misunderstand the purpose, assume it’s complicated, or fail to ask properly. The key shift is recognising that MDF isn’t a reward, it’s a growth investment. Vendors fund partners who present clear, revenue-generating campaign ideas with defined audiences, measurable outcomes, and a follow-up sales plan. When MSPs learn to “speak the vendor’s language,” approval rates increase dramatically.

We also outline why vendors offer MDF in the first place: local trust converts better than national branding, and MSPs are the distribution engine. The most successful MSPs treat MDF as part of their annual marketing strategy, not as occasional bonus money. By planning campaigns in advance, documenting results, and making approvals easy with clear proposals, MSPs can turn MDF into a repeatable growth system. Over time, consistent execution transforms the relationship from reseller to strategic growth partner, unlocking larger funding, faster approvals, and stronger vendor alignment. The takeaway is simple: MDF isn’t complicated, it’s underused, and starting the conversation with your vendor could fund your next campaign.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we take a hard look at the Net Promoter Score (NPS) and question whether it truly predicts business growth the way it claims to. Drawing on research by Michael Knight in the MSP (Managed Service Provider) sector, we explore how NPS, shows only a weak correlation with actual revenue growth. In contrast, the Net Satisfaction Score (NSS), demonstrates a dramatically stronger link to financial performance. The key distinction is psychological: recommendation measures loyalty and social intent, while satisfaction measures real utility, and utility is what drives spending.

We also unpack the “saying versus doing” gap, highlighted by the stark difference between customers who say they’ll leave reviews and those who actually do, reinforcing how intention often fails to translate into action. Perhaps most importantly, we reveal that the real value isn’t in the score itself but in the conversation. Direct phone interviews uncovered actionable improvement ideas from nearly half of clients and even generated upsell opportunities from over a quarter of them. The takeaway is clear: stop obsessing over vanity metrics rooted in politeness, prioritise speed and competence over friendliness, and start having real conversations that measure true satisfaction, because growth follows performance, not promises.

Mike Knight MBA FCIM Director, MKLINK Ltd

In this episode, we explore why something as simple as an espresso machine can turn a quiet trade show booth into the busiest spot on the floor, and what that reveals about human psychology. We break down the powerful triggers at play, including reciprocity, social proof, and curiosity, and explain why people engage when they feel personally involved rather than passively marketed to. We argue that most MSP websites function like “passive booths,” listing services and waiting for action, instead of creating interactive experiences that genuinely draw prospects in.

Our core takeaway is that MSPs should replace static brochures with “digital mirrors”, tools like risk assessments, scorecards, and calculators that reflect a prospect’s own data back to them. We explain how these engagement devices spark intrinsic motivation, build trust, and guide users through low-friction micro-commitments toward meaningful conversations. When done well, they don’t just generate more leads. They create better, more qualified opportunities and position the MSP as a strategic guide rather than just another vendor.

Mike Knight MBA FCIM Director, MKLINK Ltd