Building a Scalable Security Program for MSPs: Balancing Standardization and Customization

These insights are drawn from a recent podcast, Selling Security: How MSPs Can Drive Cybersecurity Revenue and Protect Their Customers.

One big challenge facing MSPs when offering cybersecurity solutions to customers is balancing standardization with customization. Every customer has unique business needs, budgets, and risk tolerance, yet a completely bespoke approach can be unmanageable at scale and lead to inefficiencies, security gaps, and profit erosion.

A standardized, layered security approach provides consistency, scalability, and, most importantly, enhanced security for both the MSP and its customers. However, standardization alone is not enough. Successfully selling and marketing security services requires a structured go-to-market strategy that educates customers on their risk exposure and presents security as a business necessity rather than an optional add-on.

This blog will outline how MSPs can build a scalable security program and implement a proven sales strategy to drive customer adoption and recurring revenue growth.

The Importance of Standardization in Security

For many MSPs, the temptation to customize security offerings for each customer is understandable. Every business operates differently, and it’s natural to want to tailor solutions to specific needs. However, bespoke security programs introduce several risks:

• Operational inefficiencies – Managing multiple different security stacks for various customers increases complexity and makes support and troubleshooting more difficult.
• Inconsistent protection levels – Customers who opt out of certain security services may introduce vulnerabilities that put both themselves and the MSP at risk.
• Lower profitability – A la carte security services often lead to inconsistent revenue streams and pricing challenges.

By contrast, a standardized security stack ensures that every customer receives a minimum baseline of protection. This approach enables MSPs to:

• Streamline service delivery, reducing the cost and time required for management.
• Improve security outcomes by ensuring all customers have essential cybersecurity protections.
• Establish predictable recurring revenue models by selling security as a mandatory component of service offerings.

How to Build a Scalable Security Program

A well-structured security program should follow a layered approach that aligns with established frameworks such as the NIST Cybersecurity Framework. Here’s how MSPs can design their security offerings:

1. Establish a Baseline Security Package

Every customer should receive a minimum level of protection. A baseline Essentials Security Package should include:

• Endpoint detection and response (EDR)
• Multi-factor authentication (MFA)
• DNS filtering and web security
• Email security (anti-phishing, spam filtering)
• Backup and disaster recovery (BDR)
• Basic security awareness training
• Regular vulnerability assessments

2. Offer an Advanced Security Tier

For customers requiring more comprehensive protection – such as those in regulated industries – a premium security package should include:

• 24/7 security operations center (SOC) monitoring
• Managed detection and response (MDR)
• Threat intelligence and proactive threat hunting
• Compliance reporting (HIPAA, PCI-DSS, NIST, etc.)
• Security policy development and enforcement

3. Avoid Selling Security as an Option

Security should be bundled into standard managed services packages rather than sold as an optional add-on. Positioning security as an indispensable component of IT services helps:

• Reduce customer pushback on pricing.
• Increase overall adoption and cybersecurity resilience.
• Enhance trust by positioning the MSP as a proactive security partner.

4. Selling Security: A Step-by-Step Go-To-Market Strategy

Even with a strong security program in place, many MSPs struggle with the sales and marketing side of cybersecurity. Customers may not fully understand the risks they face or may perceive cybersecurity as an unnecessary expense; until it’s too late.

To address this, MSPs must implement a structured sales process that educates customers and clearly communicates the value of cybersecurity services.

Implement a structured sales process

Step 1: Define Your Target Audience

Segment your customer base into:

• High-risk industries (financial services, healthcare, legal, etc.)
• Existing managed services customers who have minimal security coverage
• Prospective customers who rely on break/fix IT support

By understanding where your best opportunities exist, you can tailor your messaging accordingly.

Step 2: Identify Pain Points and Security Gaps

Instead of leading with technical features, focus on business risks and compliance needs:

• “How would your business recover from a ransomware attack?”
• “Are you confident you’d pass a cybersecurity audit?”
• “If an employee clicks on a phishing email, how quickly can you respond?”

Using real-world scenarios helps customers understand the impact of security vulnerabilities.

Step 3: Create Marketing and Awareness Campaigns

To generate interest and build a sales pipeline, leverage multiple marketing channels:

• Educational content: Blog posts, whitepapers, and webinars on cybersecurity trends.
• Email campaigns: Targeted messaging that highlights security gaps and solutions.
• Social media engagement: Share cybersecurity tips and customer success stories.
• In-person or virtual events: “Lunch and Learn” sessions or cybersecurity workshops.

N‑able’s MarketBuilder provides MSPs with ready-to-use marketing materials, including customizable campaigns, email templates, and social media posts.

MarketBuilder is a resource that is included as part of your N‑able product subscription and contains content and campaigns that can help you attract new customers, and retain your existing ones. If you’re an N‑able customer, you can sign up for MarketBuilder now.

Step 4: Conduct Security Assessments and Risk Reports

One of the most effective sales strategies is offering a free or low-cost cybersecurity risk assessment. This helps:

• Demonstrate expertise and uncover vulnerabilities.
• Provide tangible data that supports security recommendations.
• Create a sense of urgency for customers to act.

Use reports and visuals to show risk scores, potential financial impacts, and compliance gaps.

Step 5: Overcome Objections and Close the Sale

Common objections include cost concerns, lack of perceived risk, and fear of change. Combat these by:

• Positioning cybersecurity as a business continuity investment – A cyberattack’s cost far exceeds proactive security measures.
• Highlighting compliance and insurance requirements – Many industries mandate security protections, and cyber liability insurance providers require baseline security controls.
• Providing flexible pricing models – Offer tiered security packages and financing options.

Secure, Standardize, and Sell

A scalable security program is not just about technology, it’s about building trust and demonstrating value. Standardizing security offerings helps MSPs streamline service delivery while ensuring consistent protection across all customers. At the same time, implementing a structured sales and marketing strategy ensures that customers understand the importance of cybersecurity and are willing to invest in it.

By following these best practices, MSPs can create a profitable, scalable security business that delivers both protection and peace of mind to their customers.

For more insights on selling security services, watch the full episode of Beyond the Horizon podcast: Selling Security Effectively as an MSP here.

Stefanie Hammond is Head Sales and Marketing Nerd at N‑able. You can follow her on LinkedIn