Theresa Caragol’s debut book, “Partnering Success: The Force Multiplier to Achieve Exponential Growth,” is already making waves, ranking as the #1 new release on Amazon in the business and organizational learning category. We sat down with her to discuss why her work is resonating with tech professionals worldwide.
Caragol, the Founder and CEO of AchieveUnite and a regular contributor to ChannelPro, brings years of experience working with technology companies and service providers. Her book was written as a guide for business leaders who need stronger relationships with vendors and clients. Her message throughout the book is clear: partnership requires purposeful, ongoing action.
“There’s a science to partnership,” Caragol explained. “MSPs need to be strategic about who they partner with. It’s not just about choosing any vendor—it’s about selecting the right ones that complement your business goals and growth strategy.” For MSPs, this means evaluating each vendor, eliminating redundancy, and focusing on meaningful collaboration with a few key partners.
Strategic Relationships Require Honest Feedback
For MSPs, strong vendor relationships are essential to delivering services effectively. Caragol advised MSPs to be intentional not only in choosing vendors but also in building genuine, trust-based relationships with them. “Becoming a trusted advisor is a two-way street,” she says. “MSPs should feel comfortable giving honest feedback to their vendors, and in turn, vendors should be open to receiving it.”
Bestselling Author Theresa Caragol speaks with ChannelPro’s Executive Editor Jonathan Browning
Frustrations in the IT industry aren’t uncommon: slow response times from account reps, inefficiencies in partner programs, hard-to-access MDF dollars, and more. If an MSP is unwilling to be a squeaky wheel, those challenges will only grow over time.
To initiate real change, Caragol emphasized that MSPs need to understand the organizational structure of their vendors. “It’s not only about picking the partners, it’s about connecting with the right people within their company,” Caragol pointed out.
Collaboration with other MSPs is another area that Caragol’s team consults on. Because MSPs can’t be all things to all people, Caragol encourages MSPs to find complementary service providers with whom they can partner.
“You may not want to partner with direct competitors, but think about complementary MSPs,” she suggested. “For example, an MSP serving a specific vertical, like law firms, could work with another specializing in cybersecurity.” Forging trust-based relationships with those kinds of partners results in a more diverse service offering, happier clients, and higher margin sales.
The Challenge of Building Trust
At the heart of Caragol’s book is the importance of trust. “If you can accelerate trust, you can accelerate revenue, productivity, and innovation,” she said. Caragol encouraged MSPs to prioritize trust-building within their teams and in their external relationships. By fostering trust as a “muscle,” MSPs can create partnerships that not only sustain but also boost internal efficiency.
But without the context of the book, the directive to “build trust” can seem vague. Too broad and complicated to be applicable.
What sets Partnering Success apart from other business books is its practical approach. The book includes an in-depth partner readiness assessment, helping MSPs to evaluate where they are in their partnership journey. It also features case studies and success stories from HP, Atlassian, and Rob Rae of Datto.
“Our focus was on providing actionable advice and real, tangible examples of companies that have done this successfully. It’s not just theory; it’s real life,” she shared.
Key Takeaways for MSPs from Partnering Success:
- Optimize your Partner LifeTime Value®
- Implement the Partnering System for Success
- Tailor your approach to each unique partnership
- Foster a culture of collaboration, growth, and shared success
Theresa Caragol’s Partnering Success is for MSPs looking to elevate their approach to partnerships and achieve sustainable growth. It is available now on Amazon.
