For Managed Service Providers (MSPs) around the world, the shift to hybrid cloud, AI-driven services, and changing customer demands has created both immense pressure and significant opportunity. Staying relevant means more than keeping up with innovation — it means leading it.
Few understand this better than Crayon’s Andreas Bergman — Global Lead for Hosting Partners. In a recent episode of Microsoft’s Hybrid Cloud Partners podcast, Andreas shared his frontline insights on how MSPs can thrive in the modern IT landscape, especially by focusing on what really matters: relationships, readiness, and relevance.
Watch the full interview or read on for a summary of key highlights!
MSPs are often the unsung heroes of small and mid-sized business (SMB) IT operations. As Andreas explains, they are “lifelines” entrusted to keep critical data, IT and cloud operations humming.
This involves deep trust, built in local communities and often reinforced through shared relationships beyond work — at the football pitch, in the grocery store — and it makes the MSP’s role unique. That trust, however, also brings responsibility. If something goes wrong, it’s the local MSP — not the global software provider — who’s accountable.
This makes the choice of a cloud distributor really vital. MSPs should be able to count on a distributor to be on their side of the table, to have the internal expertise and the vendor relationship clout to act in their best interests when and if things go sideways.
Being plugged into customer demand is critical for MSPs. Across markets — from Asia to the US and Europe — one trend is clear: hybrid cloud is becoming the norm. Most SMBs now recognise hybrid as the path forward. Today, the question isn’t if — it’s how.
Andreas notes that Crayon’s biennial study of SMB operations in Asia Pacific quantifies that hybrid cloud is the strategy that SMBs in the region are pursuing saying “we’re basically seeing that each and every SMB customer have gone from we don’t really know what our cloud strategy is to, it’s hybrid. We’re going hybrid. Everyone is doing it. It’s super clear.”
The study is part of an ongoing series called ‘The Future of Operations” which launched in 2021. Conducted by Forrester Consulting on behalf of Crayon, the series tracks the effect of disruption on SMB customers and how this translates into opportunity for Crayon’s partners.
Andreas understands that MSPs can be caught off guard by customers requesting public cloud as part of a hybrid or multi-cloud strategy. When demand precedes MSPs themselves being fully prepared, Crayon is onside to help plan the path forward. That means meeting MSPs where they are — whether they’re seeking aggressive growth in existing cloud practices or looking to modernise slowly.
Crayon’s approach combines:
Changing or transforming a business model from on-prem to cloud does take investment.
According to Andreas, the DCO program is a great way to offset that investment. It helps MSPs fund their business transformation through structured multi-year engagements or accelerated “kickstart” programs that turn plans into practice.
Crayon has three engagement models that support partners to make the shift. A comprehensive three-year program to help them transform a partners’ core business from on-prem to cloud. A 12-month activation program to graduate into a working Azure practice that ensures a partner can respond to customer demand for public cloud infrastructure. The other option involves Crayon working through the partner to deliver Azure capabilities and services to their customer, if investing in a transformative business model change is not part of their short-to-midterm game plan.
Andreas is no stranger to AI himself, using tools like Microsoft Copilot in both his personal and professional life. From prepping for meetings to planning home improvement projects, Copilot is part of his daily routine — a testament to how accessible and practical AI has become.
But the bigger story is how AI adoption is reshaping MSP offerings. Crayon sees AI not just as a product feature, but as a driver of strategic transformation — especially when it’s invisible, embedded into systems, and aligned with real business workflows.
That’s where MSPs can add serious value — by helping clients move from experimentation to full-scale AI integration, whether that’s using voice-activated tools at home or advanced Copilot implementations in business.
Transformation without governance is a liability. That’s why Crayon encourages MSPs to revisit their security strategies — not because they weren’t doing security before, but because the threat landscape has changed.
From data classification to privileged access management, Copilot deployments, and Azure migrations, governance must now be integrated into every MSP conversation. Missteps in this area can lead to data leakage, compliance issues, or customer churn.
As Andreas notes, “You need to figure out what data you have and how that needs to be protected. Some data doesn’t matter that much, but other data is everything.”
Whether helping a partner prepare for future growth or solving an urgent customer request, Crayon tailors its support for our partners to their strategic moment in time. The mission is clear: enable MSPs to stay trusted, stay relevant, and stay profitable — no matter where the industry is headed.
As AI, hybrid cloud, and customer expectations evolve, so too must the role of the MSP. With partners like Crayon in your corner, you don’t have to go it alone.
With Microsoft audits on the rise, now is the time to be proactive on SPLA compliance.
Crayon’s SPLA Health Check Assessment – powered by the KPMG certified Octopus Cloud tool – identifies gaps in your processes and tools.
As the 4th largest SPLA reseller globally, Crayon is fully committed to supporting our hosting community every step of the way.
Our goal? To minimise your business risks and ensure you’re not missing customer revenue opportunities.
Blogs
Catch our comprehensive summary of the highlights from Microsoft Ignite 2025, combined with the resources and links you need to dig into the detail!
Training
In our latest webinar, our in-house Modern Work experts Jye Wong and Ksenia Turner will run you through a practical refresher on Solution Partner Designations; what they are, why they matter and how to get started.
Sales and Marketing
Business leaders don't live in the tools. They live in the outcomes. The metrics they care about most are not always limited to compliance and risk. So how do you connect data protection to the big-ticket objectives, when they're less obvious? Our in-house pre-sales expert, Michael Brooke explains.
Guides and eBooks
As SMBs mature in the Data Protection lifecycle, they need help to optimise spend, reduce the compliance burden and ensure results align to business objectives. The third installment of our Data Protection Playbook series provides practical guidance for partners on how to address emerging pressure and connect ongoing investment to measurable business value.
Training
Copilot Agents: what are they and how do they differ from AI assistants and chatbots? Our in-house Copilot expert Ksenia Turner explains the use cases and service opportunities for partners.
Blogs
Fragmented data protection systems and processes create compliance proof-gaps for SMB customers. Scott Hagenus, Director, Cybersecurity here at Crayon explains.
Guides and eBooks
How can partners help their SMB customers to move from silos of security and continuity to a more cohesive, measurable and insurable data protection framework? The second edition in our Data Protection Playbook series maps out their journey, and yours.
Sales and Marketing
Ever wonder why a pitch has some IT Managers leaning forward, while others glaze over? Michael Brooke, Cybersecurity Pre-Sales Lead offers some insight on how to tune your approach to chime with different technical mindsets.
Vendor Announcements
Copilot for Business has landed at Microsoft Ignite 2025, levelling the GenAI playing field for SMB customers. Learn all about it from our man on the ground, Andreas Bergman.
Press Release
Press Release
Blogs
As cybersecurity and continuity converge in platforms and in practice, partners need new playbooks to address modern Data Protection standards. Our in-house cybersecurity pre-sales lead, Michael Brooke explains why.
Guides and eBooks
What triggers an SMB customer to begin exploring their need for better Data Protection? The first of our four Data Protection Playbooks for partners breaks down how to position and win in the Pre-Adoption and Exploration stage.
Insights
Data Protection priorities are shifting for SMBs. Ramp up your ability to respond with curated insights, articles and resources to help you guide every customer conversation with confidence.
Partner Spotlight
In this Partner Spotlight, Acceltech Managing Director Ivy Tarrobago shares how Crayon’s responsive support enhances client outcomes and business growth.
Whitepapers
Data Protection is a must for all SMBs but how can partners align solution investment with critical business objectives? Our latest paper shows you how.
Press Release
Crayon has been recognised with a huge double win at the CRN Channel Asia awards ceremony.
Insights
All the latest insights, articles and resources on M365 Copilot, curated into one place.
Insights
SMB customers are storing greater volumes of sensitive data in more places than ever. Secure backup and recovery practices are essential to how they protect it.
Partner Spotlight
Bigfish Technology saved AU$20,000 on its annual Microsoft licensing after one call with Crayon and has since built a strong partnership that enabled Bigfish to get access to Crayon’s expertise and vendor ecosystem.
Insights
Insider risk is a subtle and continuous challenge for SMB customers. Turn it into a manageable and quantifiable aspect of their Data Protection strategy.
Blogs
From rethinking backup to governance frameworks and behavioural analytics, what's involved in building a complete Data Protection strategy for SMB customers?
Insights
We explore the evolution of Microsoft's channel strategy over the past ten years, and what can be learned by viewing it through a Value Cycle lens.
Guides and eBooks
The Microsoft Fabric Partner Guide curates our recent articles, videos and resources to accelerate Crayon partner learning.
Insights
What are the most critical business objectives and solution adoption priorities for SMBs in our region? Download the latest Forrester study to find out!
Sales and Marketing
Practical tips for crafting and activating a compelling Copilot GTM proposition.
Training
M365 Copilot implementations for customers should be viewed through a risk tolerance lens. Explore risk tolerance profiles and what they mean.
Technical
Your guide to the Broadcom License Swap, generating and allocating keys, and processes to reduce unexpected overage charges.
Cloud IQ Knowledge Base
The new Cloud-iQ will not only simplify operations for partners but also introduce seamless functionality for end-customers, enabling easy management of subscriptions, resources, and vendor relationships.
Webinars Series
Our latest webinar provides a technical deep dive into the advanced security features of Microsoft 365 E5.
Webinars Series
Learn actionable strategies to drive efficiency and profitability in your Azure practice.
Insights
Find out what this means for Crayon’s partners, and what can you do to ensure your SPLA house is in order.
Training
Walk through the features of VMware Cloud Foundation and why it is a key tool for Crayon’s cloud partners.
Training
Find out how our in-house Azure expertise helps you to leverage the full potential of the Azure Migrate and Modernise program.
Technical
Find out how to align end dates and renewals for multiple subscriptions in PRISM and Cloud-iQ.
Vendor Announcements
Over 20 in-demand products licenses to be added, starting soon!
Insights
A recent study of small to medium sized businesses (SMBs) across the Asia Pacific region signals a sweet spot for partners that can connect Cloud ERP, Business Process Automation and AI.
Webinars Series
Designed by our M365 Copilot SureStep experts, the workshop will help you to start selling and deploying Copilot and AI projects for your customers.
Blogs
When it comes to SPLA compliance, it’s far better to be transparent than to be exposed. Find out why and how Crayon can help.
Blogs
Crayon cloud security assessments help partners lock down M365 and Azure environments and build profitable cybersecurity practices. Learn how.
