Tate Talks - The MSP Podcast

In this episode, Chris Tate sits down with Augie Staab, who leads the MSP Sales Division for TD Synnex in North America, for a look at how distribution is evolving to keep pace with the MSP market.Augie shares how TD Synnex rebuilt its MSP go-to-market around dedicated, consultative reps rather than a purely digital/marketplace model, what's behind the newly launched MSP Maturity Assessment, and the three trends she's hearing most often from partners on the road: intensifying competition, security becoming a forced conversation rather than an optional upsell, and the governance challenges of AI adoption. She also makes the case for vertical specialisation as the clearest way for MSPs to differentiate in a crowded market and offers her own definition of what actually separates an MSP from a reseller with a service contract.The conversation closes with a lighter look at what Augie does outside of work (spoiler: a serious fantasy/sci-fi reading habit and a Marvel/Star Wars collection to match), plus a fairly definitive ruling on the best Star Wars film.In this episode:TD SYNNEX's dedicated MSP sales division and why headcount quadrupledThe new MSP Maturity Assessment and what it means for partnersWhat actually defines an MSPThree trends shaping the MSP market: competition, security, and AI governanceWhy vertical specialisation is the differentiator that winsAugie's book and movie recommendations (and her Star Wars verdict)Connect with Augie on LinkedIn here or visit the TD Synnex website hereMusic by purple-planet.com

Register for ChannelCon EMEA ⁠Here⁠ and use code TATETALKS26 for totally free entry...In this episode of Tate Talks, Chris sits down with Hollie Whittles MBE - co-founder and director of Purple Frog Data (a data analytics and AI consultancy marking its 20th anniversary this year) and Power BI Sentinel (a Power BI governance SaaS with clients across the UK and US). Hollie is also Vice Chair of GTIA's UK & Ireland Executive Council and National Policy Skills Champion at the Federation of Small Businesses, advising the UK government on tech skills, apprenticeships and T-levels — work that contributed to her MBE for services to women in business.They cover a lot of ground: the recruitment and skills gap MSPs keep running into, why the stereotypes that keep people (and especially women) out of tech careers start as early as primary school, and the shift in the UK's work experience model away from rigid two-week blocks and towards flexible placements via the Careers and Enterprise Company.On AI, Hollie is direct: deploying AI agents on top of messy, ungoverned data isn't transformation, it's a governance failure. Her advice for MSPs planning for 2027 — get the people, the skills and the data foundations right before the next platform purchase.They also get into the hybrid vs. remote work debate and its outsized impact on people starting their careers, plus a lighter detour into stadium shows with symphony orchestras, Star Trek, and the one true answer to "what's your favourite Star Wars film."Guest: Hollie Whittles MBE - LinkedInPurple Frog SystemsPower BI SentinelMusic by purple-planet.com

Register for ChannelCon EMEA Here and use code TATETALKS26 for totally free entry...Chris catches up with Nick Wolf, VP of Sales at Hook Security, for a wide-ranging conversation on security awareness training, the AI-driven evolution of phishing, and what MSPs need to know heading into 2027.Nick's career has tracked the MSP channel almost from the start — from joining Datto as a teenage intern (employee #16) and rising to become the company's #1 sales rep, to roles at Skout Cybersecurity (acquired by Barracuda Networks) and Cork (cyber warranty/insurance, founded by Datto's Austin McCord), and now leading sales at Hook Security.In this episode:Why the user — not the software — is usually the weakest link, and what that means for how MSPs should be building their security stackHow Hook Security's live-action training content, micro-learnings, and "Campaign of the Month" autopilot model work for MSPs, including per-user pricing and a price-lock guaranteeWhy classic "spot the typos" phishing training doesn't hold up anymore now that AI is writing the phishing emails tooThe AI shift Nick's hearing about most from MSPs — and why he doesn't think AI replaces MSPs, but will change how clients buy from themA shoutout to fellow Series 13 guest Jimmy Hatzel of Hatz AINick's tip for MSP owners: don't be afraid to delegate and build out your team as you scaleA detour into all 50 states, national parks, Disney World, and the best food to eat in every state you visitConnect with Nick Wolf : Website LinkedInMusic by purple-planet.com

Jimmy Hatzell is back on Tate Talks. Jimmy is the founder of Hatz AI, an AI company that helps MSPs build an AI-as-a-service business. He was in Skout Cybersecurity's early team, stayed through its acquisition by Barracuda, and has since worked with CyberQP.Last time Jimmy was on, Hatz AI was an early-stage idea. Now it's a full company. Chris and Jimmy cover:Why Jimmy is betting on MSPs to close the AI gap for small and medium-sized businesses, and why it feels like the early days of cybersecurityThe "security, spend and scope" framework, and why an AI policy of "no one's allowed to use AI" isn't a real policyHow an AI code review tool ran up a $5,000 bill in 24 hoursWhy the MSP owner, not a new hire, should start the AI practice with the first two or three clientsWhy AI is a "show, don't tell" technology, and how fast it's changing month to monthWhat's new at Hatz AI: importing customers from your PSA, AI agents that research each client, shadow AI scans, and ready-made decks and one-pagers for first conversationsHow Jimmy uses AI at home, AI in education, and why he's optimistic about AI in medicineLife in New York City and his weekend runs in Central Park with his daughterConnect with Jimmy on LinkedIn or visit Hatz AISponsor: enhanced.ioMusic by purple-planet.com

In the final episode of Season 12, I am joined by industry veteran Pete Hughes to discuss the evolving landscape of Managed Service Providers (MSPs) and the transformative power of AI. With over 20 years in the industry, Pete shares insights from his journey from an internal techie to building and growing MSPs. The Evolution of Proactivity: The shift from time-and-materials to fixed-price services has forced MSPs to move beyond simple automations (like restarting a service) toward real proactivity that prevents issues before they occur. The AI Relevance Challenge: Pete emphasizes that AI is not just a tool but a necessity for staying relevant. MSPs must adopt AI internally to drive efficiency and profitability, or risk being replaced by those who do. Consultative Selling: Rather than selling "AI tools," Pete advises MSPs to have business-first conversations—identifying process inefficiencies and then translating how AI can solve those specific challenges. PSA Insights: Pete introduces his new platform, PSA Insights, which uses AI to analyze massive amounts of ticket data in common PSAs (Halo, Autotask, ConnectWise). The tool surfaces patterns, identifies common problems costing money, and provides remediation plans. User-Driven Agents: A fascinating prediction discussed is that in the future, creating AI agents will be as common as creating a PowerPoint, with end-users driving implementation while MSPs provide the guardrails and policies. When he isn't revolutionising MSP data, Pete can be found helming (or steering, for the cool people) his yacht along the South Coast of the UK, a passion he has pursued for 40 years. Connect with today's guest on LinkedIn here or check out their website hereMusic - https://www.purple-planet.comKey Discussion Points:Downtime & Diversions