Episode 2 - Interactive CEO’s simple but challenging advice for MSP success with Alex Coates - Interactive

In the latest episode of the techpartner.news podcast, Interactive CEO Alexandra Coates shares timely, no-nonsense advice for MSPs navigating one of the most competitive periods in the industry’s history. With over two decades in IT services and leadership roles at Datacom and now Interactive, Coates offers sharp insights into the pressures squeezing the mid-market—from global giants moving down the stack to rising regulatory demands.

Coates urges service providers to get laser-focused on what truly sets them apart. Instead of trying to be everything to everyone, MSPs must identify their “superpower” and align it with unmet needs in their chosen market. She also makes a strong case for leveraging Australian-specific strengths—like deep local knowledge and regulatory familiarity—as a strategic differentiator.

But standing out doesn’t mean going it alone. Coates believes MSPs can achieve more by working together, co-creating solutions for complex industry challenges, and building off each other’s successes. This spirit of cooperation, she says, starts with a simple mindset shift—and could be key to unlocking industry-wide innovation.

Don’t miss this episode for practical, future-focused advice on strategy, collaboration, and culture—from one of Australia’s leading voices in IT.
Tune in now to hear what it takes to win in the competitive middle.

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