2025 Marketing & Sales Priorities for IT Services Firms: Insights from TSL Tech Research

As the IT services landscape continues to evolve, so do the strategies firms use to reach and convert their target audiences. At TSL Tech Research, we surveyed nearly 50 business leaders across managed service providers (MSPs), managed security service providers (MSSPs), SaaS vendors, system integrators (SIs), and cloud service providers (CSPs) to understand how they’re approaching marketing and sales in 2025.

This report outlines the top priorities, challenges, and opportunities shaping the year ahead—and offers guidance for firms looking to align their go-to-market strategies with industry benchmarks.

Lead Generation, Brand Awareness, and Conversion Take Center Stage

Across the board, IT service firms are prioritizing three core objectives:

• Generating more leads
• Increasing brand awareness
• Improving lead conversion

These goals reflect a broader shift toward performance-driven marketing. Firms are under pressure to demonstrate ROI, and that means every tactic—from content to campaigns—must be tied to measurable outcomes.

Thought Leadership Must Prove Its Value

While thought leadership remains a popular tactic, many firms are struggling to justify its impact. Our survey found that:

• Stakeholders are increasingly skeptical of content that doesn’t directly support pipeline growth.
• Marketing teams must work harder to connect top-of-funnel efforts to bottom-line results.

Recommendation: Use thought leadership as a strategic asset, not just a brand play. Tie content to specific stages of the buyer journey and track engagement metrics that align with sales goals.

Sales and Marketing Alignment Is Still a Work in Progress

Despite years of discussion around sales-marketing alignment, many firms still operate in silos. Our research revealed that:

• Collaboration between sales and marketing is inconsistent.
• Lead handoff processes are often informal or undefined.
• Marketing-qualified leads (MQLs) are not always followed up on effectively.

Recommendation: Invest in shared KPIs, integrated tech stacks, and regular cross-functional planning sessions. Firms that align sales and marketing are better positioned to nurture and convert leads efficiently.

Marketing Mix Optimization Is a Top Priority

With limited budgets and rising expectations, firms are being more selective about where they invest. The most successful teams are:

• Prioritizing channels that deliver short- and long-term value
• Testing and refining their mix based on performance data
• Balancing inbound and outbound strategies

Recommendation: Build a marketing mix that reflects your firm’s growth stage, sales cycle, and buyer behavior. Don’t spread resources too thin—focus on what works and scale from there.

Final Thoughts: Strategic Focus Wins in 2025

The firms that will thrive in 2025 are those that treat marketing and sales as strategic levers—not just operational functions. That means:

• Aligning teams around shared goals
• Investing in tactics that drive measurable outcomes
• Continuously refining strategies based on data

At TSL Tech Research, we’re committed to helping IT service firms navigate this complexity with clarity and confidence.

Access our most recent report to hear how IT Business Leaders are prioritizing for the year ahead.

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