31. How to Sell to MSPs with Greg Sharp (ZenContract)

The theme of our 31st podcast episode is “How to Sell to MSPs”.

Joining our host Jeremy Balius to discuss all things SaaS GTM and Sales to IT managed services providers is Greg Sharp from ZenContract.

Summary

In this episode of Go-to-Market Playmakers, Jeremy sits down with Greg Sharp, founder and CEO of ZenContract, to dive into what it takes to successfully sell to MSPs.

Drawing on nearly three decades of experience as an MSP owner, Greg shares his transition from building and selling service-based businesses to launching a SaaS company purpose-built for MSPs. His journey highlights the realities of pivoting from services to software, the challenges of building remotely distributed teams, and the mission that drives ZenContract to elevate the MSP industry through better contract management and risk mitigation.

The conversation explores why MSPs are such a unique and often difficult audience to sell to: they are incredibly time-poor, constantly pitched by vendors, and often lack formal business processes or urgency to change. Greg breaks down the three types of MSPs (lifestyle, scaling, and growth-focused), their buying personas, and what motivates them. He also shares lessons on standing out in a crowded market, the importance of building urgency, and how ZenContract has differentiated itself from tools like DocuSign by embedding automation, compliance, and PSA integration.

 

About Greg Sharp

Greg Sharp, With a 30-year tenure in the IT industry across the UK and New Zealand, stands out as an exemplary leader in contract management for MSPs. As a CISSP-certified IT security engineer, he currently spearheads ZenContract as its Managing Director, coordinating a skilled team across New Zealand, Australia, Philippines, United Kingdom, and Canada.

His insight is valued on advisory boards for notable industry giants such as Datto, Autotask, Dropbox, Microsoft, and Cisco in the APAC region, and he maintains active roles on three MSP advisory boards.

His passion for the MSP industry is not just theoretical; Greg has practically demonstrated his acumen by successfully building and selling three MSP businesses. His most recent venture set a record in New Zealand, being acquired by a government division, a testament to its exceptional people, culture, systems, and streamlined business processes. One of these innovative processes evolved into ZenContract, a solution revolutionizing how MSPs manage contracts and agreements, ensuring complete ownership and efficiency in these critical operations.

Greg’s journey is characterized by a deep commitment to enhancing MSP efficiency, particularly in contract and agreement management, making him a pivotal figure for businesses seeking to optimize their service delivery in the IT sector.

Connect with Greg on LinkedIn

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

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