3. Drive Your Point of View (But Have One First) 

Sklar urged partners to ensure their marketing tactics have a strong point of view about the changes taking place in the industry.

Bluewolf works in-house to generate all its content for different parts of the cycle so that its salespeople are consistently driving the right message home to customers.

“We were very clear on owning a message,” Sklar said.

Sklar said clients have been impressed over the years by how clear and strong the messaging is from Bluewolf’s sales and marketing team, no matter which individual visits the company's site. 

Jeff Saint-Saens, communications manager for New Orleans-based MSP Bellwether -- one of CRN's Managed Service Provider 500 for 2016 -- said Sklar’s presentation laid bare the importance of honing a distinct and specialized message.