Crystal McFerran is a proven marketing leader with over 18 years of experience. In her role as Chief Marketing Officer at The 20, Crystal is responsible for channel development, brand marketing, demand generation, content strategy, partnership expansion and public relations initiatives. Prior to joining The 20, she held senior marketing roles at Velo IT Group, Roland Technology Group, Cytracom, Accor and HP. Crystal holds a Bachelor’s degree, MBA and M.A. from the University of Texas at Dallas.
Current Role: Start Date:
When was your company founded?
How many years have you been in the channel?
Is the Channel Leader the highest ranking channel executive in your company?
Who does the Channel Leader executive report to?
Ken Pecot, COO
What are the top services/products sold through the channel:
The 20 is an exclusive business development group for MSPs aimed at dominating and revolutionizing the IT industry with its standardized all-in-one approach. The 20’s robust RMM, PSA, and documentation platform ensures superior service for its MSP clients utilizing their completely US-based Help Desk and Network Operations Center. Extending beyond world-class tools and processes, The 20 touts a proven sales model, a community of industry leaders, and ultimate scalability.
What are your top channel accomplishments:
Played a key strategic leadership role in helping achieve growth objectives for The 20. Developed strategies for member acquisition and engagement, enhanced The 20’s brand equity and further its reputation as an innovative, partner-centric MSP consortium, dedicated to growing MSPs through a proven sales model.
What is your largest channel challenge in 2022?
The biggest problem we see with most MSPs is making the leap of faith over the crossover between surviving and thriving. It’s one thing to build a business which can tread water, it’s another to build something which grows. You need to focus on lead generation, the sales process, and how you scale your business. These factors have always been important, but it is now essential to master and combine them in order to succeed.
How much do you expect to grow your channel in 2022?
Grow 10% to 20%
How much do you expect to grow your MDF (Marketing Development Funds) in 2022?
Even: Stay the same
What are your top channel goals for 2022?
To continue to expand our national footprint, and to capitalize on the investments we’ve made over the last year. 2021 was a year of significant growth and we are looking at 2022 as a year to really take it to the next level. We are positioned to deliver year-over-year growth through our channel partnerships and services offerings. This year, we’ll also be focusing more attention on proactively capturing and acting on valuable MSP member feedback.
What else should we know about the Channel Leader or Channel Program?
The 20 has total goal alignment with our MSP members. Our success hinges upon our members’ growth and we will not stop until we collectively dominate the top 20% of the IT industry.