Capabilities

25 opportunity categories scanned on every report.

Every MSProspector research job runs the prospect’s full digital footprint against 25 distinct technology + service categories — from core IT to AI, marketing, telephony, and physical security. Each category surfaces specific, actionable opportunities ranked by priority. The complete cross-sell and upsell surface for MSPs and VARs.

See all 25 ↓

Core IT Infrastructure

3 categories

The foundation. Hardware, software, and cloud — where most MSPs already deliver.

IT Hardware & Infrastructure

Servers, endpoints, laptops, desktops, networking equipment, storage, and physical IT infrastructure

Software & Productivity

Business applications, Microsoft 365, Google Workspace, ERP, CRM, LOB apps, and licensing optimization

Cloud & Infrastructure Services

Cloud migration, hybrid/multi-cloud, IaaS, PaaS, SaaS management, and cloud cost optimization

AI & Emerging Technology

4 categories

Where the conversation is going. Specific AI workloads, not generic “AI strategy.”

AI Projects & Implementation

AI strategy, machine learning projects, predictive analytics, NLP, computer vision, and AI-powered business process optimization

Agentic AI & Autonomous Systems

AI agents, autonomous workflows, multi-agent systems, AI copilots, and intelligent process automation that acts independently

Software Development & DevOps

Custom software development, application modernization, DevOps, CI/CD, low-code/no-code platforms, and API integrations

AI-Enabled Robotics & IoT

Robotic Process Automation (RPA), AI-enabled physical robotics, IoT sensors, smart building systems, and industrial automation

Security & Compliance

2 categories

ITIL 4-aligned cyber + the regulatory matrix every prospect is wrestling with.

Cybersecurity

Security posture assessment aligned to ITIL 4 Information Security Management + NIST CSF. Covers preventive, detective, corrective and directive controls — EDR/XDR, SIEM/SOC, MFA, zero trust, email security, IAM/PAM, vulnerability mgmt, incident response, security awareness.

Compliance & Governance

Regulatory compliance (HIPAA, PCI-DSS, SOC 2, CMMC, GDPR/CCPA + newer state privacy laws, CAN-SPAM, TCPA), data privacy, GRC platforms, audit readiness, and policy management

Web, Marketing & Sales

7 categories

Top-line revenue opportunities most MSPs leave on the table because they aren’t marketing experts. Marketopia is.

Website & Web Applications

Website design/redesign, e-commerce, web applications, CMS, performance optimization, SEO technical health, GEO (Generative Engine Optimization — how the site surfaces in ChatGPT / Perplexity / Google AI Overviews / Claude answers), and ADA accessibility

Marketing Technology (MarTech)

Marketing automation platforms, CRM, ABM tools, email marketing, marketing analytics, CDP, and martech stack optimization

Digital Marketing Services

SEO, GEO (Generative Engine Optimization — getting cited in ChatGPT / Perplexity / Claude / Google AI Overviews), SEM/PPC, social media marketing, content marketing, email campaigns, video marketing, and online reputation management

Lead Generation & Sales Enablement

Pipeline programs, lead-gen tooling (intent data, sales engagement platforms), sales enablement assets, pipeline management, and sales process optimization. Pairs with Outsourced BDR and Marketing Strategy categories for the people-and-process side.

Brand & Creative

Brand identity, visual design, logo refresh, brand voice/messaging consistency, and creative production (video, photography, graphics).

Outsourced BDR / Sales Development

Outbound appointment setting, BDR-as-a-Service, sales sequencer setup, list-building + outreach execution, qualifying meetings, and SDR coaching. Filling the people-and-process gap behind the lead-gen tooling.

Marketing Strategy & Execution

Fractional CMO leadership, marketing operations, MarTech rationalization, demand generation programs, content strategy & production, ABM, marketing/sales alignment, and reporting / attribution. The strategic + operational layer above point-tools.

Communications & Connectivity

3 categories

Carriers, ISPs, voice — the recurring-revenue backbone every prospect pays a vendor for already.

Internet, ISP & Connectivity

Internet service, fiber, SD-WAN, MPLS, redundant connectivity, bandwidth optimization, and WAN management

Telephony & Unified Communications

VoIP, UCaaS, CCaaS (contact center), PBX replacement, Microsoft Teams voice, video conferencing, and communication platform consolidation

Printers, Copiers & Document Management

Managed Print Services (MPS), MFP fleet, document workflow automation, scanning solutions, and paper-to-digital transformation

Data & Operations

3 categories

Analytics, continuity, and the ITIL practices that mature prospects need next.

Data & Business Intelligence

Business intelligence, data warehousing, reporting dashboards, data visualization, ETL pipelines, and data-driven decision making

Backup, DR & Business Continuity

Backup solutions, disaster recovery, business continuity planning, high availability, and data protection

IT Service Management (ITIL)

ITIL 4 service management practices: Service Desk, Incident Management, Problem Management, Change Enablement, Configuration Management (CMDB), IT Asset Management (ITAM), Service Request, Service Level Management, Monitoring & Event Management, Service Continuity, Knowledge Management, Release Management. Identify which ITIL practices are in place, which are missing, and where the prospect should mature.

People & Physical

3 categories

Augmentation, physical security, and the AV/collab stack every modern office needs.

IT Staffing, Consulting & Managed Services

Managed IT services (MSP), vCIO/vCISO, co-managed IT, help desk outsourcing, IT staffing, project consulting, and technology advisory

Physical Security & Access Control

Video surveillance, access control systems, visitor management, alarm systems, and integrated physical/cyber security

AV, Collaboration & Meeting Rooms

Audio/visual systems, conference room technology, digital signage, collaboration platforms, and hybrid work enablement

See all 25 in action on a real prospect.

First 2 reports free. ~12 minutes per report. Walk into your next first meeting knowing 80+ ranked cross-sell opportunities you wouldn’t have found in a Google search.