277 – Decoding the 22 Billion Dollar Secret to Partnership Success in 2026!

AI is changing everything: Are you ready? 

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Welcome back to the Ultimate Partner® Podcast.

As we kick off Thanksgiving in the United States this week, I’m incredibly grateful for this exclusive interview with Craig Abod, President of Carahsoft, which reveals the mindset and unique market strategy that fueled the company’s astronomical growth, hitting over $22 billion in bookings.

Craig discusses the crucial role of the channel in serving the government and public sectors, how Carahsoft built its foundation by partnering with emerging technology companies like Salesforce and Splunk before they were giants, and how they balance massive $30 million deals with tiny $30 orders.

He also shares his vision for the next chapter, including expansion into a $10 billion hardware business and a focus on accelerating partner implementation services, alongside his perspective on the inevitable, fast-approaching ‘aha moment’ for AI transformation across all industries.

Craig shared this journey as we kicked of Ultimate Partner LIVE. This was the second LIVE event we hosted this year and the fourth Ultimate Partner Event of 2025, including Winter Retreat, UP Live Spring, and our Executive Breakfast at Microsoft Ignite.

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The buzz around our community is simply astounding. We are building something I couldn’t even dream of when we started a simple podcast almost 9 years ago out of my spare bedroom.

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Thanks for being on this journey with us.

— Vince

Key Takeaways

• Carahsoft has grown by roughly $3 billion annually for the last three years, reaching over $22 billion in bookings.
• The company’s strategy involves centralizing vendor ecosystems to help partners and government customers find, acquire, and deploy technology successfully.
• Carahsoft established early success by partnering with emerging tech companies like Salesforce and VMware before they became major franchises.
• A key element of their philosophy is operational excellence, taking the same care of the smallest customers as the biggest ones.
• The company is focused on expanding into a $10 billion hardware market and growing its services/MSP capability, which currently processes $1.5 billion in implementation services.
• Craig Abod believes AI will lead to an “aha moment” in the next few years where the value of self-driving cars and automated systems will become undeniable.

If you’re ready to lead through change, elevate your business, and achieve extraordinary outcomes through the power of partnership—this is your community. At Ultimate Partner® we want leaders like you to join us in the Ultimate Partner Experience – where transformation begins.

Key Tags

Carahsoft, Craig Abod, public sector, government IT, channel ecosystem, technology distribution, VMware franchise, Salesforce, Splunk, emerging tech, hyper-growth, AI adoption, self-driving cars, Max CPV, MSP, implementation services, deal registration, long tail work, verticalization, enterprise healthcare, education market, Google Ads, Ultimate Partnering, Menzione.

https://youtu.be/5uhSY9BydrM

Ultimate Partner is the independent community for technology leaders navigating the tectonic shifts in cloud, AI, marketplaces, and co-selling. Through live events, UPX membership, advisory, and the Ultimate Partner® podcast, we help organizations align with hyperscalers, accelerate growth, and achieve their greatest results through successful partnering.

Transcript

[00:00:00] Craig Abod: We’re all gonna wake up and go, yeah, why are we driving our own cars? Why isn’t, you know, why isn’t there a self-driving car in every city, in every, in every parking lot? And we’re gonna have a, an aha moment in, um, 24 months, or 36 months, or 48 months, where we’re all like, why, why do I own this car that, that I have to drive, I have to drive myself.

[00:00:18] Craig Abod: And you can apply that to, um, payroll systems and collection systems and bidding systems. There’s an odd moment where, Hey, do I deploy some of this AI today or do I wait just two months and see what’s out there?

[00:00:35] Vince Menzione: Welcome to The Ultimate Partner. I’m Vince Menzi, own your host, and my mission is to help leaders like you achieve your greatest results through successful partnering. We just came off Ultimate Partner, live at Caresoft Training Center in Reston, Virginia. Over two days, we gather top leaders to tackle the real shifts shaping our industry.

[00:00:57] Vince Menzione: If you weren’t in the room, this episode brings you right to the edge of what’s next. Let’s dive in. I, I am, uh, incredibly privileged. Uh, in many respects I feel like. Like, I had to keep benching myself for just life in general and just, uh, the amazing opportunities that just happenstance come our way in, in so many forms and functions.

[00:01:20] Vince Menzione: I, I’m, I wanna save the time with Craig when he comes up here, but, ’cause I, I don’t want to steal the thunder of the conversation, but what an incredible organization he’s built. I want to, I wanna just wanna say thank you. I said this a little bit earlier. The team of people that have just surrounded my team and supported us doing our event here has been incredible.

[00:01:39] Vince Menzione: Like they don’t need to do this. They don’t need to make their facilities available to organizations like ours. They make them available to some of their top partners, some of which are in the room here today, are gonna be up on stage over the next two days. And, um, I talk about mindset and I will say without, I haven’t even talked to ’em about this, but I think that mindset really drives how organizations thrive.

[00:02:02] Vince Menzione: And so hopefully you’ll see this demonstrated like all these principles that I talked about briefly. You’ll see this print, this, uh, demonstrated in different ways over the next couple of days just by some of the conversations that we’ll have in the room. So, uh, without further. I do, uh, Craig Abbo, I’d love to invite you to the stage here.

[00:02:21] Vince Menzione: Uh, thank you sir. Thank you for having us. So Craig, just, uh, ’cause I mean there might be people in the room who don’t know you, but I know there are some people in the room that do maybe just a little bit your title and role at, at Caresoft And is it on

[00:02:39] Craig Abod: guys? Thanks everybody for coming out. Um, uh. Vince mentioned the building.

[00:02:46] Craig Abod: Um, uh, four years ago, uh, we said, Hey, we ought to, um, use this building for more than just, um, what it was being used for. And we started offering it to our vendors, uh, and reseller partners, uh, for big events and little events. And, um, so far this year we’ve had 40,000. Um, visitors in the building. Wow. For events like this, there’s a Coast Guard event going on downstairs.

[00:03:15] Craig Abod: Um, two Saturdays ago we had a charity event. Uh, uh, in the building. Um, and it’s been, it’s been, it’s been really a good, um, privilege to be able to, to do this. We’re a little bit uniquely positioned to, um, uh, to loan the, to loan the space out to people. And, um, it’s been, it’s been fun. So, uh, where did we, where did we come from?

[00:03:36] Craig Abod: Uh, we’re, we’re 21 years, uh, in business. Um, we should end this year. A little over 22, uh, billion dollars in, in bookings. Um, we’ve grown, uh, about $3 billion a year for the last three. The last three years. Um, we’re up, we’re up more this year than we were last year. Uh, a little bit. Uh, somebody said, in spite of all the turmoil that’s going on in the, in the public sector market, and maybe it’s a little bit because of all the turmoil, um, we’ve sort of centralized a lot of stuff and a lot of the vendor ecosystem, um, supports us.

[00:04:15] Craig Abod: So 20 years ago, 21 years ago, we had a unique opportunity to start a business and, um, have developed it into, it’s funny, we run. We’re gonna switch to mic four. Okay. That’s good. That’s good. Um, and we’ve de developed it into a business that, um, helps our vendors and the, the channel routes to market ecosystem.

[00:04:43] Craig Abod: Um, and our government customers, um, find. Technology, acquire technology and then successfully, um, deploy technology. And if you take those three things 20 years ago, what we found was there was a lot of activity from the manufacturers, um, helping TriNet find government customers that need needed their product.

[00:05:10] Craig Abod: And there was a lot of work by the reseller community at the procurement office door. Um. Just trying to close a deal. But those two were really, really disconnected and, and we got in the market, um, with a sales and marketing kind of, uh, mindset into the market and found, yeah, if you do a lot of selling and marketing at the front end, you might not get the order at the back end.

[00:05:33] Craig Abod: Yeah. And helped the vendor community sort of figure out that, um, deal reg was important and demand creation was important, but you gotta reward the right, um, the, the right partners. Um, and five or six or seven years ago. Um, an interesting phenomenon where a lot of partners were still in a direct mindset.

[00:05:54] Craig Abod: Um, we started taking on a lot of small companies and a lot of emerging tech companies, and what we found was the VCs were telling them, Hey, if you don’t start to build out a channel today, you’re gonna be a, a really, really tough business. Um, a year or two from now when all your founder led sales and all the sales you can generate on your own.

[00:06:14] Craig Abod: Um, when you’ve plateaued that if you don’t have a channel out there helping you sell and helping you, your customers deploy the technology, you’re gonna be flat. And all the VCs said, Hey, we don’t wanna invest in a company that’s gonna get to a hundred million and, and be stuck there. And, um, they, the, a lot of the VCs have embraced sort of, Hey, bring your products into Caresoft ’cause we can help you get into the, into the rest of the ecosystem.

[00:06:37] Craig Abod: So a little bit about our beginning, a little bit about where we end up here today.

[00:06:41] Vince Menzione: I, I find it fascinating ’cause I don’t know anyone that’s doing what you’re doing and uh, uh, kudos to you for doing it. But, you know, I talk about growth mindset, but you have a, maybe ’cause you, you do have a unique market.

[00:06:53] Vince Menzione: You have kind of the, the government sector and, and, but you, you have expanded beyond that. Um, what, what, what got you started? Like you’ve been, you’ve been in DC your whole life, I think. Um, what was the spark? ’cause you were at other organizations before Carahsoft. What was the spark that. Got you started to do this versus what you were doing prior?

[00:07:15] Vince Menzione: Well, um,

[00:07:15] Craig Abod: you know, I’ll, I’ll go 20 years back, pat, before we started, I went to work for a guy named Denda Young, who Yeah. Started to sell into the government back when it wasn’t, wasn’t as big a market. Um, and he had two different businesses in a big integration business and a business distributing at the time, apple, uh, into the government.

[00:07:34] Craig Abod: And, um, it was really a good first, uh, job. I was with him until he sold both his, his, his companies. And, um, you got to do a million different things and learn the business from the top down. And I’ve told this still, uh, uh, friends with him, I, I told him, Hey, I learned a lot about things to do and a lot about things not to do.

[00:07:55] Craig Abod: Um, and then, uh, 21 years ago we had a, we had an opportunity to build this, um, ourselves and, and took the opportunity.

[00:08:02] Vince Menzione: That explains quite a bit. I, I remember GTSI was the one company that, they were the behemoth, they were the biggest player out there at the time. Long time. Yeah. And that was, uh, incredible.

[00:08:11] Vince Menzione: So now, now I understand that spark. Um, what were some of the ch, I mean, so we talked about like it’s, it seems like you’ve, it’s easy what you’ve done, but. It doesn’t feel like anything is easy when you’re growing a business, especially to $22 billion. I mean, everybody’s sitting in this room probably saying, well, help me get there.

[00:08:28] Vince Menzione: Uh, I certainly want to know how to, how to get there, but what were some of the things, the obstacles you faced in the beginning that you had to overcome, and what do you think helped you get, get here? Yeah. I guess is what I would say. Yeah.

[00:08:41] Craig Abod: So, um, I, I think there’s two, there’s two sides to it. When we first started, um.

[00:08:48] Craig Abod: Uh, we, uh, went to a couple of the big vendors and they had zero use for us. They had, they had no need at all. Um, and thank God I was at, I was at one meeting with a big vendor who said, Craig, you could do all that sales and marketing, you could do all that stuff for us, but you will never, ever get an order.

[00:09:07] Craig Abod: All our deals are big ELAs. You’ll never get in that, in that market. So we regrouped a little bit and we went and talked to a lot of little, um, emerging technology companies. And we built the business in the beginning around some emerging technologies that are today really, really big businesses. Um, I have, um, I have, uh, um, uh, a story about, um, our first trip to go talk to Salesforce.

[00:09:35] Craig Abod: And Salesforce wasn’t the Salesforce we know today. Um, nobody was really interested in the cloud. Nobody in the government needed A-A-A-A-A-C-R-M. Um, and we, uh, we took Salesforce on, um, their IPO was $120 million, um, initial, um, uh, cash inflection from their, from their IPO. Um, we have a single customer today that buys a hundred bigger than $120 million deal today.

[00:10:06] Craig Abod: Wow. Um, and we took on. VMware before VMware was VMware Today, it’s a $2 billion franchise with us. Um, all of the stuff we do for, for Broadcom, um, uh, Splunk is about a, a a billion dollars now, part of, um, part of Cisco. Cisco. Um, and when we took on Splunk, I, I sort of was like, guys, this is the, like, I don’t even understand what this word Splunk is.

[00:10:31] Craig Abod: Why, who’s picking this? Who’s picking this vendor? So we had, we had some good fortune with, um, the little guys. And today our business is, hey, we take care of some really, really big guys in the market. We, we take care of AWS Azure, uh, Google. We have almost a billion dollar Google, um, business, and we still take care of, um, um, I’m gonna call it a thousand emerging, um, uh, technology companies that those VCs are bringing us, that our government customers are bringing us, that our channel.

[00:11:02] Craig Abod: Uh, ecosystem. So it’s been, it’s been a, a tale of big and, and small, big vendors and, and small vendors. Um, we take care of big channel partners in the Leidos and GD and Northrop’s all the way down to little companies that are just getting started, and we’ve got a path in that that helps the, the, the little companies and, um, sort of big orders and small orders.

[00:11:29] Craig Abod: One of the things that we are. Really, really proud of is, um, that hey, we take care of the smallest customers as same way we would take care of the biggest customers. Wow. And, um, half of our orders, so 120,000 orders, um, combined add up to less than 1% of our revenue. Um, now 1% of our orders. Account for half of our revenue and then 49%.

[00:11:59] Craig Abod: 49%. And the message there is though, for our vendors, for the channel partners that we support, and for our government customers, hey, they still need to buy one copy of something and there’s gotta be somebody there that takes care of that. And we said, Hey, how do I, how does my customer trust me for their $30 million deal if they don’t trust me for their literally $30?

[00:12:18] Craig Abod: Um, deal. And we’ve built a business around this operational excellence that, hey, we take care of the big guys. Really easy to understand how you take care of the big guys, hard to figure out how you take care of all those small, um, customers and small vendors and small, um, resellers, and do it at scale.

[00:12:32] Craig Abod: And that’s been, um, the challenge, but also one of the big drivers in our

[00:12:36] Vince Menzione: growth. That’s incredible. Did, did you feel like the small, those smaller organizations that were on a growth trajectory helped drive the hyperscalers to you? Because I, I assume the hyperscalers came later. Probably. Yeah.

[00:12:49] Craig Abod: Yeah. So, um, um, building out, um, sort of ecosystems of partners.

[00:12:57] Craig Abod: We, we kind of started to do that really consciously eight or nine years ago, and now have some significant, um, ecosystems around either customer segments or, um, technology segments. Um, you know, you, you talk about the ecosystem. Um, in marketplaces, um, if I, if I pick on, um, Salesforce one more time. Sure. We represent, um, about 120 of the Salesforce app exchange partners.

[00:13:27] Craig Abod: And every Salesforce deal we do has, uh, every other Salesforce deal we do. So half our orders have at least one of those other add-on products that run and enable, and one of our biggest customers. Um, one of our biggest customers and one of Salesforce’s biggest customers. It might be Salesforce’s biggest customer, but I only see my orders.

[00:13:48] Craig Abod: I don’t see all of all their orders. Um, uh, they buy, um, $150 million worth of Salesforce every year and they buy $20 million worth of all those little add-on products, and we think we’re taking really good care of those little guys. But the, the, that customer wouldn’t be getting the ROI on that system if they weren’t getting all those ecosystem partners.

[00:14:09] Craig Abod: And then one of our sort of verticals that we support and, and the, around this, you know, sort of ecosystem mentality. Um, one of our verticals is healthcare and we’re doing close to a billion dollars in enterprise healthcare today. Um, plus government. Plus government healthcare. Wow. And we had a small, um, emerging healthcare company and we look at healthcare as both.

[00:14:36] Craig Abod: The customer set as well as the technology set. So I sell into healthcare products that everybody buys, and I also sell into healthcare products that only healthcare buys. We had a small healthcare, um, VC funded company, and they came to us and they talked to us, explained their product. Everybody was super excited and the, and then the CEO said, but I’m not selling.

[00:14:55] Craig Abod: I’m not gonna let you sign you up unless you really have us. Uh, a healthcare practice. And I went, wait, wait, hold it. We do, and we gave ’em our healthcare practice pitch. And it was that sort of moment where, hey, wait, these, these, um, ecosystems and verticals have really become, really, become important. And that translates into what we do with, with AWS.

[00:15:14] Craig Abod: We run, we run 200 different vendors through marketplace Wow. Um, transactions in the last, in the last 12 months, um, we’re in the ice in the intelligence community marketplace. Um, we’re in their, we’re in their regular marketplace, so. Um, figuring out how customers take get best, ROI on those kind of investments been important.

[00:15:33] Vince Menzione: And you’re in other verticals as well, right? You’re in the education market and other markets? Yeah.

[00:15:39] Craig Abod: So, so federal, state and local education, both higher ed and K through K through 12. Yeah. Healthcare, the defense industrial base. And then we’re, we’re helping our vendor partners where they need us in commercial and enterprise.

[00:15:54] Craig Abod: Um, um, we do a lot of, we call it long tail work. Where our vendors come to us and say, Hey, you do this really, really well for me in government. Can you help me with all my small orders in, um, in their enterprise and in their commercial, um, segments with, they’re not, they’re not doing, um, for lots of different reasons, not doing really, really well.

[00:16:13] Craig Abod: They’re not, they’re not, um, um, tuned, tuned for those small orders. We have one partner that brought us, um, a big bucket of almost a shoebox full of, um. Uh, customers that didn’t renew over the last 24 months and said, here, you guys wanna take these, take these. Wow. Um, so a lot of those kind of things have, are pulling us into, um, enterprise and commercial markets.

[00:16:35] Vince Menzione: I’d love to know the convert rate on those.

[00:16:37] Craig Abod: Um, pretty high. I’ll tell you. Um, it was a $5 million bucket of business. We showed back up in 90 days with $2 million worth of business, and I was like, what’s our secret? What did we do? And the sales manager said, we called the customer and we got the customer a quote.

[00:16:53] Craig Abod: Um, but it was, thank you, thank you. The manufacturer. The manufacturer was just not set up and skilled at calling hundreds and hundreds of 2000, 3000, 5,000 customers. But what they found is if you lose those little customers, those are the ones that grow into 50 K customers and the 50 K customers go into a million dollar orders.

[00:17:14] Craig Abod: So you gotta take care of those little, um. Every tree started as a seed. Not every seed grows into a tree, but if you don’t take care of those seeds, you’re in trouble. Yeah,

[00:17:24] Vince Menzione: that’s a great philosophy. So, you know, we talk about tectonic shifts. I mean, the world is cha rapidly changing. Um, I’d love to get your perspective, I mean, what you’ve seen in the 20 years of Caresoft and even bor before Caresoft to what we’re seeing now in terms of technology transformation.

[00:17:41] Vince Menzione: And, you know, we’ll talk about ai, I’m sure AI is part of all the conversations here in the room as well. But what are you seeing in terms of, and how are you positioning. To lead in this, uh, time of transformation.

[00:17:52] Craig Abod: Yeah, so I think we’re in an interesting, uh, clearly we’re in an interesting time. Um, there, there’s an old, uh, adage that technology changes faster than we think it will in the long term, but a lot slower than we think it will in the short term.

[00:18:09] Craig Abod: And, um. We are in this mode of where, boy, everybody’s seeing all this great technology out there. Um, and I think the, everybody’s having a hard time, um, digesting it and their expectations that technology is gonna do something really, really good and really, really fast, um, is, is tremendously tremendous high.

[00:18:29] Craig Abod: So we’re investing a lot in, um, Hey, how do we enable our partners better? And how do we enable our partners to go, enable their customers? And every day we’re having, I’ll call ’em forward deployed engineer conversations, but it’s a bigger and different topic than forward deployed, uh, engineers. Um, but hey, how do we get this technology into the right customers, um, and get them to get a quick ROI, um, I, I tell a story that I think is.

[00:19:00] Craig Abod: Um, something we’re, uh, that I, I consider it sort of a not successful story for me. We had a really, really good partner that won a contract and he’s implementing an, uh, a system for a government agency and he’s explaining to me. Hey, I got this, um, thing and we’re building the system for the government and it’s really, really cool and it’s gonna do all this great stuff.

[00:19:22] Craig Abod: And I go, but why? Why are you doing that? He goes, guys, we won this contract. Like this is the, this is the best day of our lives. And I said, no, but, but why are you doing that? He said, Craig, I don’t, don’t understand what you’re talking about. I go, you’re building the system that like eight other people have already built.

[00:19:37] Craig Abod: Why don’t you just take something that’s already built into the government? And so that helping our government customers find technology, helping ’em acquire technology, and helping them. Deploy it successfully before they go hire. Uh, God bless ’em, a really good, really good partner, a really good integrator to go build it from scratch.

[00:19:53] Craig Abod: And I think it, it’s a measure of the difficulty our customers are having, sorting through everything and getting, and getting to the right, getting to the right solution for themselves.

[00:20:02] Vince Menzione: I also think that speaks volumes about trust. You know, we talk about most, most organizations, vendor partner, uh, being able to have that conversation, Craig.

[00:20:13] Vince Menzione: Do you agree? I mean, it just seems like they’re, you’re trusted to have a conversation like that with them.

[00:20:18] Craig Abod: Well, where we are in the market, right, we’re we sit firmly between the government, the partner ecosystem, and the vendor. And hey, it’s really easy for two of those two guys to talk and figure out that, oh wait, the problem here is that Caresoft didn’t do stuff.

[00:20:33] Craig Abod: So we end up being the guys who, okay, the. The vendor needs something to get a deal done. The partner doesn’t have that capability and the government says, yeah, but I’m not placing the order unless I have that. And we’re end up being the guy sort of in the middle, sort of gladly pulling all those pieces together.

[00:20:49] Craig Abod: Um, and trust is, is a, on all three sides is pretty important.

[00:20:53] Vince Menzione: I love it. I love it. Um, I kind of put you on the spot here about AI because you, you kind of alluded to this, but do we think we’re over pivoting too quickly or we we’re talking about it constantly, right? I mean, what, what do you, what are your, what’s your perspective is, is what I would ask about that.

[00:21:09] Craig Abod: Um, so I, I, um, um, I don’t think we’re over pivoting and I think we’re all gonna wake up and, um, uh, I told somebody. We’re all gonna wake up and go, yeah, why are we driving our own cars? Why isn’t, you know, why isn’t there a self-driving car in every city, in every, in every parking lot? And we’re gonna have a, an aha moment in, um, 24 months, or 36 months, or 48 months, where we’re all like, why, why do I own this car that, that I have to drive, I have to drive myself.

[00:21:39] Craig Abod: And you can apply that to, um, payroll systems and collection systems and bidding systems and, and, uh, uh, lots of, lots of different, um. Um, systems in the, in the government. Um, but I think that, um, there’s, there’s an odd moment where, Hey, do I deploy some of this AI today or do I wait just two months and see what’s out there, out there?

[00:22:05] Craig Abod: Then yes, I, I tell people, Hey, the, what’s worse than graduating from college and having a hundred thousand dollars in student loan debt? What’s worse is not graduating from college and still having a hundred thousand dollars in student loan debt. And hey, if you de, if you pick up technology today and make a generational change on your technology and it’s the wrong one and you do it too soon, um, because because stuff’s changing so, so quickly, um, it’s, it’s, we’re, it’s gonna be, it’s, we’re in an interesting time and these decisions our customers are making are, are really important.

[00:22:43] Vince Menzione: So 3 billion, you’ve added 3 billion to the top line each of the last three, four years. Is that what, what’s next? I mean, where, where do you take this? You, it, it seems like you’ve, i I would say lack of a better term, conquered the government market and maybe also moving down this road with verticalization.

[00:23:02] Vince Menzione: What’s, what’s the next chapter look like for Caresoft?

[00:23:05] Craig Abod: Yeah. So, um, uh, we do, um. We do a couple billion dollars in hardware. Um, and that hardware business for us, um, uh, is growing and growing significantly. Um, it’s a little bit, um, the conversations and workflows are different in hardware than it is in software.

[00:23:29] Craig Abod: Um, and so I think I’ve got, I’ve got a, a $10 billion hardware business, um, that’s sitting at, at at 2 billion and we’re in the, um, the education. Market and we do a billion dollars in education. There’s probably a $10 billion market that we’re not, yeah, we’re not there yet. Um, and then our commercial, our commercial business is, is over a billion dollars.

[00:23:52] Craig Abod: Um, and that’s a $10 billion, uh, that’s a $10 billion, um, market. And then one piece that underlays all that is, um, we, uh, support. A billion and a half dollars worth of implementation services that get done in the market, that go through us. And, um, every, uh, dollar of that with, with one kind of exception that involves some clearances.

[00:24:19] Craig Abod: Um, 99% of that billion and a half dollars we go, we take and bring those deals to an implementation partner or an MSP or to the manufacturer. And, um, that building out that, um. S solution and services capability so that our partners can get better access to, um, uh, selling those services to the customer, and the customer gets faster.

[00:24:43] Craig Abod: Deployment is something that we’re, we’re really, really focused on, and that that billion and a half dollars could be a. A, a three or four or $5 billion business if, if a few pieces fall into place.

[00:24:53] Vince Menzione: That’s fascinating. ’cause we think the MSP market is ripe for transformation. We’re even have a session on MSPs today.

[00:25:00] Vince Menzione: But these are mostly MSPs that have clearances, that have the capabilities and clearances, or No,

[00:25:03] Craig Abod: it’s MSPs that deploy for state and local. They deploy for education, they deploy into defense industrial base. What we find is if we have a, a lead generation conversation with a customer and the next meeting we can pull in an MSP or implementation partner.

[00:25:18] Craig Abod: That has implemented the same solution for another town or the same solution for another, another customer, the our probability of win goes from 20% to to 80 or 90%. And the speed it takes to get the deal done goes from a year down to six months because the customer’s comfortable that they’ve got the right partner who can, who can implement and has done it before.

[00:25:38] Craig Abod: And the partners like us, ’cause hey, you’re bringing me into a customer that’s the exact right fit for them.

[00:25:44] Vince Menzione: That’s fascinating. I. I don’t wanna make you blush or, uh, but I, I feel like you’re unique. I really do. I, I, I speak to many leaders in this industry and you, what you’ve done is incredibly unique, Craig.

[00:25:58] Vince Menzione: And, um, I mean, just this incredible business you’ve built your philosophy, your mindset around it. I don’t hear this from most CEOs and presidents of organizations, so I just, I, I need to, I need to call that out. And for those of you, uh, I just wanna, I just wanna. Take a moment here, because I do think what Craig has done to this, this organization for our industry, our, our learnings that we all could take forward in terms of how we grow the business.

[00:26:22] Vince Menzione: And we like, you know, we do this very rarely, we don’t do like a lot of awards. Uh, we do basically two awards a year. And Craig, I just, you know, I talked to the team before we came out here and we said, you know, the work that your team is doing is it, it’s demonstrated in. What we see, and then everyone we talk to, so many of your partners are in the room speaking at this event too.

[00:26:44] Vince Menzione: We rattle off a bunch of names. I don’t wanna just call out one. But I’ve heard so many incredible stories about what Caresoft does and how it represents the partnership world that we wanted to rec recognize you as well. Uh, we do a leadership award, but we also wanted to do this year a separate partner award.

[00:27:02] Vince Menzione: And so on behalf of Ultimate Partner on behalf of our community. I want to recognize you as our Partner of the Year award winner. Thank you. And we wanna wanna thank you for everything you do for our industry and that we, it’s, it’s small, but it’s mighty. I understand it’s pretty heavy here, but, uh, just maybe with, I think they’ll one to take a picture of, of, of this with you.

[00:27:23] Vince Menzione: Um, and I just wanna thank you a, for inviting us to your beautiful facility B for like engulfing us with incredible support. Your team. Um, it’s just been incredible to work with and just being a, a voice of advocacy in this partnership world. That’s a, that’s a really great voice. It’s, it’s a voice of, of understanding reason about trust around collaboration.

[00:27:50] Vince Menzione: I don’t see this at all, and we just really want to thank you for everything you do for this community.

[00:27:54] Craig Abod: Vince, you know, thanks, Vince. Thanks, and we appreciate you guys doing this event here. Nothing better than having a room full of great people. Um, here. And, um, I appreciate the recognition on behalf of the whole, the whole company.

[00:28:06] Craig Abod: So thank you. Thank you very

[00:28:07] Vince Menzione: much, sir. Appreciate it. Thank, thank you. Wow.

[00:28:15] Vince Menzione: Thanks for tuning into this episode of Ultimate Eye to Partnering. We’re bringing these episodes to you to help you level up your strategy. If you haven’t yet, now’s the time to take action and think about joining our community. We created a unique place, UPX or Ultimate partner experience. It’s more than a community.

[00:28:36] Vince Menzione: It’s your competitive edge with insider insights, real-time education, and direct access to people who are driving the ecosystem forward. UPX helps you get results, and we’re just getting started as we’re taking this studio. And we’ll be hosting live stream and digital events here, including our January live stream, the Boca Winter Retreat.

[00:28:59] Vince Menzione: And more to come. So visit our website, the ultimate partner.com to learn more and join us. Now’s the time to take your partnerships to the next level.