Mastering VoIP:
4 Go-To-Market Models MSPs Can Use to Win Clients and Revenue
TOP TECH TOOLS
Discover four smart ways MSPs can go to market with VoIP services in order to help you grab new clients, increase retention, and make your services stand out in a crowded market.
If you’ re not offering VoIP as part of your managed services portfolio, your competitor may be— and using it as a wedge to poach your customers. But the good news is, so can you! Adding VoIP to your service offerings can address two perennial challenges: acquiring new customers and driving more revenue from existing customers.
Providing VoIP can boost your MRR, improve client“ stickiness,” and differentiate you in a crowded market. But just like any IT service, there’ s no one-size-fits-all approach to selling VoIP. From full white-label solutions to simple referrals, each model has different implications for your bottom line, brand, and support burden. Here are four go-to-market strategies MSPs can use to deliver VoIP services, along with what each means for your business.
1. White-Label VoIP Service
Want complete control over pricing, customer experience, and service packaging? White-labeling is your ticket to building a brand-new revenue stream that’ s all yours. You’ ll set your own prices and bill your clients directly( some MSPs outsource billing to stay compliant with taxes and regulations). Be prepared to handle Tier 1 support; your VoIP provider is available for Tier 2 and infrastructure-related issues.
Some VoIP providers include handset provision as part of their service, while others allow you to source them independently.
Margins: Usually range from 30 % to 60 % or higher, depending on the provider and your scale.
Considerations: You ' ll need to train your team to handle basic VoIP troubleshooting and ensure quality of service( QoS) across networks.
2. Act as a Referral or Agent Partner
Being a referral partner generally involves a low-effort, low-return model compared to white-labeling. You earn a commission for referring business, either through a onetime payment or recurring revenue share. In some cases, commissions may diminish or phase out over time, and eventually you may end up with none of the recurring revenue.
This model requires little to no operational life, as the VoIP provider owns the customer relationship, handles billing, provides technical support, and manages compliance.
Margins: Low, typically 5-20 %, and may diminish over time
Considerations: You have no control over the customer experience. You also risk losing control of the customer relationship and missing out on upsell opportunities.
3. Bundle VoIP with Your Managed Services Stack
If you choose to bundle your white-label offering, you can charge a per-user, per-month rate that includes VoIP alongside your core IT services. This model is ideal for MSPs looking to deepen client relationships and reduce vendor fatigue for their clients.
You control the pricing and client relationship and handle Tier 1 support. Tier 2 and above may be escalated to the VoIP vendor.
Margins: Flexible
Considerations: Be sure to align VoIP SLAs with your overall managed services agreement to avoid service conflicts.
4. Offer UCaaS( Unified Communications as a Service)
VoIP is great for basic voice calling, but if you want to take your services to the next level, UCaaS offers a full-suite solution that integrates voice, videoconferencing, messaging, file sharing, and more. The increasing demand for integrated solutions and collaborative work environments suggests that UCaaS is becoming the preferred option for many businesses, presenting a significant opportunity for MSPs.
Similar to VoIP, you can choose to white label or be a referral partner, with the margins reflective of the model you choose.
In terms of support, you will typically manage user admin and training; platform issues go to the UCaaS provider.
Margins: Similar to VoIP
Considerations: Success depends on good onboarding, training, and support for end users.
Your Bottom Line
The key is to pick a model that suits your team, resources, and the market you serve— and make sure it adds value to your clients’ businesses. Because at the end of the day, a smart VoIP strategy will not only boost your revenue but also solidify your position as the trusted MSP partner they need.
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