4 Ways CompTIA Industry Research Can Help You Grow Your Business

September 17, 2024 | By Emily Matzelle

Access CompTIA Research to Stay Ahead of Industry Trends Some people have “research brains.” Not only do they enjoy digging into numbers, trends and forecasts, but they rely on this type of information to make decisions. Of course, not everyone has a research brain. Some of us rely on others to present the data so we can make an informed decision. Whatever type of brain you possess, the CompTIA Community offers industry research to help you plan, execute and measure your success.

CompTIA Community members have access to deep insight into the technology industry with annual flagship research reports from CompTIA, regularly published trends reports and information on workforce trends around the world. The benefit comes in the form of how you use this information. Staying on top of channel trends can help you better understand your customers, identify problem areas, find new business opportunities and continue to gain credibility with your clients.

1. Better Understand Your Customers

The key to sales success is understanding your customers. The more you know about their wants, their needs and their pain points, the better. Leveraging CompTIA industry research can help vendors and distributors understand MSP challenges and help MSPs understand their customers challenges.

For example, the member-only CompTIA State of the Channel annual report highlights where businesses within the IT channel see both opportunities and challenges. This year, a big part of the report focused on how MSPs are changing the way they partner with vendors and distributors.

Did you know that channel firms have grown far more selective about vendor relationships in recent years? Over this past year, they have reduced the number of vendors they partner with. Since CompTIA began tracking partner program participation 11 years ago, the sweet spot for the average number of vendor programs channel firms is involved in formally has been between five and 14. That’s changed. According to the 2024 study, the largest portion of respondents say they participate in between 1 to 9 vendor programs. Even more notably, firms that report participation in no vendor programs at all increased from 7% to 11% year over year.

How does this information impact your business planning? As a vendor or distributor, what can you do to be sure your partnerships are solid enough to go the distance? As a MSP, are you allocating your resources appropriately?

The State of the Channel report also includes international briefs for the ANZ, ASEAN, Benelux, DACH and UK & Ireland regions.

2. Identify Problem Areas

Keeping pace with industry trends can help you ensure your business is where it should be in order to succeed. Because we operate in an industry where breakneck speed is commonplace, channel businesses can’t be caught sitting still. Continuous improvement means staying abreast of industry trends, capitalizing on strengths and identifying areas of weakness.

CompTIA regularly publishes studies on trending tech industry topics like vertical industry trends, components of digital transformation, MSP workforce planning, AI progress and the evolution of skills. These studies can help you benchmark where your company is versus where you want it to be.

“I’ve always gone back to CompTIA in order to stay on top of trends and stay on top of the market,” said MJ Patent, CMO, Logically.

Of course, problem areas aren’t only siloed to business operations. Finding and retaining talent is a big challenge for many channel firms. That’s why CompTIA publishes regular tech workforce resources like:

When you can identify problem areas, you can fix them.

3. Find New Business Opportunities (and Execute!)

If there is one thing we can all agree on, it’s that the tech industry moves so quickly that you have to be able to see the future in order to take advantage of new opportunities. While it’s not exactly a crystal ball, the CompTIA IT Industry Outlook features trendspotting research that examines the factors impacting the coming year.

In 2024, the report featured the following top 10 trends to watch:

AI hype fades, but workflows continue evolving
Tech providers use AI to run better businesses
Governance becomes a focal point for cybersecurity and data operations
Beyond-the-basics cybersecurity becomes a channel skills imperative
Cloud architecture accelerates solution complexity
IT distributors burnish role as online marketplace for B2B
Marketing has its moment as an IT business differentiator
Productivity is the driver for digital transformation
Organizations practice skills-based career transparency
Companies pursue every age cohort for staff, customers

Coming Soon: CompTIA Industry Outlook 2025

And when you identify your newfound paths, utilize CompTIA Community business tools for guidance:

Coming Soon: Cybersecurity Guidebook for MSPs: Best Practices for Protecting Clients

4. Gain Credibility with Your Customers

As a CompTIA Community member you can incorporate CompTIA research into business and marketing plans, education offerings and sales strategies. Your company can also co-brand select research reports, which can then be utilized as an effective sales and marketing tool.

When you have data to back up your claims, your customers will notice. And when they trust in your expertise, they’ll continue to work with you.

For example, the annual CompTIA State of Cybersecurity report includes information to help you keep pace with the policies, people and processes shaping the cybersecurity landscape. Not only can you glean information to protect your own company, but you can share knowledge with your clients to help them realize the importance of a robust security posture.

Some CompTIA industry research is available to the public, while other reports are available to members only. Make sure you have access to everything you need to stay ahead of the trends.

Join the CompTIA Community

MSP company membership is a strategic investment in your business and your career. When you join the CompTIA Community everyone at your company will benefit from: