THE Hacker News outlines five core go-to-market challenges that MSPs face when selling cybersecurity, with Cynomi’s GTM Academy framing the fixes. Data shows that 77% of MSPs identify a lack of client urgency as a major obstacle, highlighting how technical teams struggle to translate security risk into business terms that drive investment.
Buying committees have expanded to more than eight stakeholders on average, with projections showing nine or more by 2026, meaning MSPs must tailor discovery and messaging for executives, finance, IT, and operations alike. Cost objections remain stubborn, as 66% of SMBs view price as the top barrier to adopting stronger security, necessitating objective scoring and robust objection handling.
Compliance also acts as a catalyst, with over 56% of new managed security agreements initiated to meet regulatory requirements, creating hard timelines that sales conversations rarely generate. The article promotes the GTM Academy’s Complete Sales Kit as a practical resource to align security value with business outcomes and to drive recurring revenue through upselling and advisory account management.