Founded by an MSP. Built for the Channel.

MSP marketing agency born from an MSP. Since 2008, Equilibrium Consulting has lived in the MSP world from the inside out. We started where most MSP marketing agencies never have, running an actual Managed Service Provider. That firsthand experience shaped everything we do today. Our MarkITechs understand the balancing act of growing monthly recurring revenue, managing vendor relationships, and keeping clients secure while staying profitable.

We know what it feels like to juggle tickets, staff shortages, compliance demands, and the constant need for differentiation in a crowded market. That’s why we built Equilibrium Consulting to help MSPs, IT vendors, and SaaS providers find balance between marketing strategy, operational execution, and measurable business outcomes.

Our Channel DNA

We don’t just market to the channel, we’re part of it.

Our work sits at the intersection of MSP growth, vendor alignment, and AI-driven marketing execution. Over nearly two decades, we’ve refined our Channel DNA Framework™, a proven approach that bridges marketing and sales across both sides of the ecosystem.

The Four Pillars of Channel DNA Framework™:

1. MSP Brand & Demand – Define your brand story, establish authority, and generate consistent inbound leads.
2. Vendor & Partner Alignment – Build stronger vendor relationships, leverage MDF effectively, and co-market with confidence.
3. Sales Enablement & Execution – Convert strategy into results through content, campaigns, and CRM-connected automation.
4. AI-Powered Insights – Accelerate decisions and refine campaigns with tools like MarkITPersona™, MarkITJourney™, and ContentRX.

This framework is how we help MSPs and vendors achieve real equilibrium—between growth and efficiency, marketing and sales, people and automation.

Why We’re Different

Many agencies “serve MSPs.” – Few were born from one.  

That’s the difference.

Our team doesn’t just understand marketing tactics; we understand the MSP business model: service delivery, SLAs, PSA integration, vendor margins, and channel conflict. We’ve built our agency around that knowledge to help MSPs and technology vendors grow with purpose, not pressure.

We bring:

• 18+ years of MSP and channel experience
• 300+ MSP and vendor engagements across North America
• Recognized partnerships with ConnectWise, QuoteWerks, Pax8, GTIA, and others
• Award-winning campaigns for growth, innovation, and thought leadership

When you work with our MarkITechs, you get a partner who can speak the same language as your operations team, your vendor reps, and your marketing department—all at once.

The People Behind the Balance

Our founder, Pete Busam, started Equilibrium after decades in the MSP trenches. His belief was simple: marketing should be a natural extension of business operations, not an outsourced activity disconnected from outcomes.

Today, our team of MarkITechs are strategists, designers, and data architects carries that same mindset. Every campaign begins with empathy, data, and a deep respect for how hard MSPs and IT vendors work to build trust.

Our Mission

To help MSPs and technology vendors grow stronger through balanced, insight-driven marketing that turns ideas into measurable business outcomes.

We don’t just market the channel — we are the channel.

As a disabled veteran-owned small business, Equilibrium approaches challenges with discipline, resilience, and a commitment to excellence. We have developed a comprehensive, 360-degree approach to managed service provider and channel marketing, helping businesses confidently navigate the rapidly evolving IT landscape. A MSP marketing agency born from an MSP should be concerned and deliver:

1. Market Insight
   Our extensive experience and deep market understanding equip us to address today’s economic challenges. We design agile MSP marketing strategies that adapt to market dynamics, keeping your business competitive.
2. Strategic Alignment
   We swiftly analyze whether your business model aligns with your strategic objectives. By partnering with us, you gain a fine-tuned MSP marketing strategy that keeps you ahead of the competition.
3. Cost Efficiency
   Our efficient, results-driven partnerships optimize your marketing strategy, making every dollar count. We maximize your marketing investment, delivering impactful results without unnecessary expenditure.
4. Cultural Transformation
   We help instill a culture that embraces change and drives growth. As a result, your managed service provider marketing efforts resonate deeply with your target audience, creating lasting engagement.
5. Enhanced Financial Strength
   Our strategies focus on building your business’s financial stability and resilience. We ensure your marketing efforts not only attract but also retain and convert, making your company more financially robust.
6. Unique Partnership Approach
   Understanding that no two businesses are the same, we tailor our approach to your specific needs. Whether you are an emerging IT vendor or a well-established SaaS provider, we foster strategic partnerships that fuel your growth and success.
7. Trust Stack™ Assurance
   Transparency is a deliverable. Ticketing responses, safeguarded content locations, and verified outcomes prove progress at every step.

Client Bill of Rights

You enjoy clear outcomes, responsive communication, strong data protection, and full ownership of finished deliverables, backed by direct escalation to our founder if needed.

Core Values

At the core of Equilibrium is our commitment to being customer-driven. We focus on four key cornerstones:

Packaged MSP Marketing Solutions by Equilibrium Consulting

Unlike many consulting and marketing firms that offer generic, one-size-fits-all solutions, Equilibrium Consulting stands out by delivering packaged solutions specifically catered to the needs of each Managed Service Provider (MSP) and Channel Vendor. Pre-determined solutions from other firms often lead to under- or over-purchasing, which can limit growth and waste resources.

At Equilibrium, we take the time to engage with our clients and understand their unique needs. Our packaged solutions for MSP marketing and channel marketing are tailored to address specific challenges you face while offering scalability and efficiency. Unlike firms that hand over solutions and leave you to manage on your own, we support you throughout the implementation process. We ensure you have the right tools, resources, and guidance to optimize your operations seamlessly.

Our MarkITechs are committed to delivering a customer-focused experience that helps you implement effective marketing strategies with minimal hassle. From understanding your business goals to providing ongoing support, we work alongside you to make sure our packaged solutions deliver real, measurable results.