MSP GLOBAL is quickly earning a reputation for no-nonsense onstage expertise, and we are doubling down on that. While there is plenty of brainpower among our partners—and we have a lot of partners—we are a vendor-neutral event. That means our attendees are getting the freshest, most useful insights, and not some boring pay-to-play version of an agenda.
So we’re proud to reveal our Expert Stage, new for 2025—where some very smart people from across the digital transformation ecosystem will help you solve the challenges that can make or break an MSP, systems integration, or reseller business.
This is just a taste of what awaits you at PortAventura, October 22-23, and I’m sorting them by where they fit along our Topic Tracks (which of course you know about, because you read every single newsletter we send…) So put on this College Rock playlist and check out some highlights from the MSP GLOBAL 2025 Expert Stage.
Efficiency and Growth
Calculate Your MSP’s Marketing Score
In this hands-on session with Paul Green, Founder of MSP Marketing Edge, you will look inward to your own marketing strategy to surface new opportunities for improvement and optimization. He’ll also be doing a follow-up AMA.
Innovating Securely: How to Scale Like a Grown-Up Without Breaking the Bank (or Security Model)
Zoë Rose, Security Operations Tower Manager at Canon EMEA, will look past the cybercrime headlines, exploring case studies of the long-term effects on targeted companies—and the lessons you can learn from them. Rose has a deep well from which to draw as a consultant supporting organizations during and post a breach, auditing third parties providing IT and security services, and working alongside merger and acquisitions for due diligence.
Beyond the Founder: Scaling MSP Sales for Profitable Growth
Most MSPs rely on founder-led sale— but to scale, sales must become a structured, repeatable process. Well, Paul Lloyd, Director of Sellerly Limited, is VERY serious about helping MSPs grow. His MSP GLOBAL Expert Stage session will cover how MSPs can transition from owner-driven selling to a scalable sales engine that consistently drives new business.
AI
Aligning Managed Services with Client Business Outcomes Using AI
Join Laurent Glaenzer, CEO of Lemon Operations, to explore how AI can help define and align managed services with client business outcomes, even in the face of diverse customer needs and industry dynamics. You’ll examine how AI-driven insights can uncover patterns and opportunities across different sectors, enabling MSPs to tailor their service delivery dynamically to your strategic goals.
Lead the Cloud AI Frontier: Supercharge Your MSP Ecosystem for Explosive Growth
Thousands of MSPs around the globe are competing for dominance in the Cloud AI economy, and only those with intentional, outcome-driven ecosystems will emerge as leaders. So join Trice Johnson, Chief Data & AI Officer at First Genesis, to learn actionable, high-impact strategies to turn your partner network into a self-propelling growth engine.
Cybersecurity and Compliance
Inside the Mind of a Hacker: Real Lessons for Security-Minded MSPs
Jesse Tuttle, Ethical Threat Actor at AP2T Labs, is a former most-wanted hacker who has worn both black and white hats. Drawing from decades on both sides of the digital battlefield, Jesse explores the mindset of real-world attackers, the psychology that drives them, and the evolving threat landscape.
(Some of you were in the room for “the Friendly Hacker” Keren Elazari’s session last year, so you know to expect this to be a little bit… scary.)
The Compliance Advantage: Turning Regulation into a Growth Engine for MSPs
Regulation often feels like a burden—but for today’s leading MSPs, it’s becoming a powerful business advantage. In this fireside chat, Christian Dawson, Executive Director of i2Coalition, sits down with Jacqueline van de Werken, Cybersecurity & Compliance Advisor at Leaseweb, to explore how MSPs can stop viewing compliance as red tape and start treating it as a driver of trust, opportunity, and resilience.
Decoding AI Regulation: AMA with Carme Artigas
Carme Artigas has been a driving force in shaping Europe’s AI regulations, and now she’s here to help MSPs explore the bigger picture. As Spain’s former Secretary of State for AI, lead negotiator of the EU AI Act, and current co-Chair of the UN AI Advisory Body, Carme brings rare insight into how AI is being governed at both European and global levels. From global harmonization to high-risk use cases, and from vendor trust to the shifting role of MSPs, you’ll learn from one of the most influential people shaping AI’s future. Whether you’re navigating compliance or strategizing for competitive advantage, bring your toughest questions for this rare face-to-face. (Also be sure to catch our interview with Artigas: “What the EU AI Act Means for MSPs and Tech Leaders”.)
Raise Your Influence: Stand Out, Speak Up, and Shape the Future of Cybersecurity
In a noisy digital world and a rapidly evolving cybersecurity landscape, standing out isn’t just a personal ambition—it’s a business necessity. KnewStart Limited CEO Jane Frankland—award-winning cybersecurity leader, best-selling author, and one of the industry’s most respected influencers—will share powerful insights from her 28-year journey through the trenches of cybersecurity. Drawing on real-world experience, personal branding strategy, and leadership psychology, Jane will show you how to amplify your voice, grow visibility authentically, and make meaningful impact—without selling out or burning out. (This one will touch upon cybersecurity and branding strategies.)
Catch Me If You Can: State-Sponsored Attacks and Criminal Organizations
Dr. Stefanie Frey and Michael Bartsch of Deutor Cyber Security Solutions will explore the motivations behind state-sponsored cyber activities, including geopolitical, economic, and national security interests. Join them to dig into case studies of how these bad guys use sophisticated techniques—such as cyber espionage and ransomware—to disrupt critical infrastructure and exploit financial opportunities. (Also check out our interview with Dr. Frey to get a sense of what to expect.)
Inspiration, Strategy and Foresight
Real-Life M&A for MSPs: How Buyers and Sellers Can Prepare, Price, and Profit
What really makes your MSP business attractive to buyers? What should you expect when you go to market? Simple questions don’t always have simple answers, so join a panel of experts from both sides of the negotiating table for no-BS lessons on how M&A deals actually play out—with hard numbers and honest insights. Whether you’re thinking about selling in the next few years or just want to understand how this part of the game works, you’ll walk away with practical, vendor-neutral insights to help you navigate the current M&A wave successfully.
Unthinkables: Planning for the Not-So-Impossible Disasters
Many things have happened recently which had been deemed “unthinkable” in the context of future planning, with highly impactful events that were so outlandish that nobody thought it was practical to plan for or around them. But today, the US is no longer strongly allied with other Western power blocks. Global systems of infrastructure are failing. What opportunities do these previously-outlandish scenarios now create—and what else might we currently think is unthinkable that might actually not be? The world is getting weirder, and it pays to be prepared—so don’t miss this session with Dirk Songuer, Portfolio Business Lead Frontend Mobile & XR Experiences at Telekom MMS. (I’m looking forward to this one because I have kind of a messed-up imagination.)
Rewarding Your Love of Learning
The MSP GLOBAL community is characterized by many things, including friendliness, great taste in music, a sense of adventure, reasonably good fashion sense, and a deep love of learning new things. That desire to learn will be richly rewarded across all of our stages, and the Expert Stage has a particularly vibrant mix.
I know I’m looking forward to experiencing the Expert Stage, and I hope to see you in the audience as well.
October 22-23, 2025 – 
PortAventura Theme Park (Barcelona), Spain