Cynomi launches GTM academy for MSP cybersecurity sales

Cynomi has launched a Go-to-Market Academy for managed service providers and managed security service providers, aimed at helping partners sell and grow cybersecurity services.

The initiative focuses on practical sales and packaging guidance for companies looking to build recurring revenue from cybersecurity offerings. It is structured as a modular programme covering the commercial steps involved in bringing security services to market.

The first module, a Sales Kit, includes material on ideal customer profile development, qualification scoring, objection handling, demo scripts, sales narratives and closing playbooks.

The academy was created in response to a gap between demand for cybersecurity services and the ability of many MSPs to commercialise those services consistently. Many providers are well placed to benefit from the growing market but struggle with pricing, positioning and execution across the sales process.

Sales Focus

Developed by cybersecurity operators and go-to-market practitioners, the programme is intended to give partners a repeatable framework for selling, packaging, marketing and demonstrating the value of cybersecurity services.

The launch also includes a webinar and sales workshop featuring Andrew Morgan, founder of Right of Boom, and Erin McLean, chief marketing officer at Cynomi. Academy content, including templates, frameworks and training materials, is available through a dedicated online resource hub and through Cynomi's partner portal for existing partners.

Industry vendors and service providers have spent the past several years pushing MSPs towards higher-value security work as clients face rising cyber risk, tighter compliance demands and pressure to demonstrate resilience. For many smaller and mid-sized providers, however, the challenge has been less about whether to offer security services and more about how to package them in ways customers understand and sales teams can repeat.

That has created an opening for software suppliers and channel-focused security companies to offer more commercial support alongside their products. In practice, this often takes the form of templates, workshops and sales training designed to help partners define target customers, set prices and handle buying objections.

Cynomi positions the academy as part of that broader shift, with content spanning the full lifecycle of bringing cybersecurity services to market, from selling and pricing to marketing and demonstrating value to customers.

Contributors cited by Cynomi include David Primor, chief executive officer; Erin McLean, chief marketing officer; Tim Coach, chief evangelist; Shane Deegan, former chief revenue officer of ThreatLocker; Tracie Orisko, global vice president of sales development and community at Huntress; Brian Gillette of Feel Good MSP; and Andrew Morgan of Right of Boom.

Partner Pressure

For MSPs, the commercial question is becoming more important as cybersecurity accounts for a larger share of IT budgets. Service providers that historically focused on infrastructure management or general IT support are under pressure to expand into security advisory, compliance support and ongoing monitoring, but many lack established sales motions for those services.

Packaging also matters because buyers often struggle to compare security services sold as bespoke consulting rather than standardised offerings. A more defined sales approach can help providers explain outcomes, price services more consistently and train account teams on when to pursue or disqualify opportunities.

McLean said the programme was designed to emphasise execution over theory. "MSPs don't need more theoretical training. They need practical guidance on how to execute," said Erin McLean, chief marketing officer at Cynomi.

"The GTM Academy provides proven frameworks and tools that partners can immediately apply to drive growth," McLean said.