Pax8’s Rob Rae On Partner Programs, MSP Documentary And Expansion

‘Every MSP is different,’ says Pax8’s Rob Rae. ‘Some are aggressively growing, others are comfortable as lifestyle businesses. The Voyager Alliance allows Pax8 to meet partners where they are and provide relevant support instead of offering a one-size-fits-all model.’

Pax8 is growing, and its footprint is getting larger throughout the MSP universe. But the Greenwood Village, Colo.-based cloud marketplace is taking its brand, and the IT channel’s, outside its four walls to spread awareness about the industry.

As part of its broader community engagement, Pax8 is producing a new documentary series, “MSP Legends,” which is described as “a celebration of the quirks, energy and people that make up the MSP world.”

“It’s part travelogue, part origin story and part celebration of the community,” Rob Rae, corporate vice president of community and ecosystems for Pax8, told CRN.

The first episode, now available on YouTube, captures key figures in the industry and offers a look inside the unique ecosystem of managed services.

But Pax8 is expanding in-house too.

Unveiled last fall, the Voyager Alliance Partner Program categorizes partners into performance-based tiers and delivers tailored benefits, from services and discounts to curated experiences, designed to meet MSPs at every stage of their business journey.

“Every MSP is different,” Rae said. “Some are aggressively growing, others are comfortable as lifestyle businesses. The Voyager Alliance allows Pax8 to meet partners where they are and provide relevant support instead of offering a one-size-fits-all model.”

Unlike traditional vendor-centric programs, Voyager Alliance operates on top of Pax8’s expansive cloud marketplace, bringing together multiple vendor offerings under one umbrella. This tiered structure also gives high-performing partners increased visibility and influence within Pax8’s ecosystem.

“Higher-tier partners get more input into Pax8’s strategy and investments,” he said. “It’s not just about benefits, it’s about recognition and clarity.”

He’s also expanding his team, bringing key players in to tell Pax8’s story. In April he brought on Ola Witukiewicz, formerly with Scalepad, because of her industry experience and thought leadership.

“What excites me most is getting in front of partners, advocating for their needs and helping shape where Pax8, and the channel ecosystem, is headed,” said Witukiewicz, Pax8’s new director of community engagement who was awarded the Hidden Gem Award at CRN’s 2023 Women of the Year Award. “With AI set to play a growing role in marketplace evolution and a wave of innovation expected at Pax8 Beyond next month, I’m eager to help the company stay aligned with the needs and ambitions of MSPs.”

With a growing team, a robust partner program and a call-to-action to spread awareness via a documentary, Pax8 is doubling down on its mission to support and elevate MSPs across the globe. CRN spoke further with Rae about these initiatives, here’s what he had to say.

Tell me more about the Voyager Alliance program?

The Voyager Alliance is Pax8’s first-ever formal partner program, which we launched in the fall. It categorizes partners into different tiers and delivers tailored benefits, such as services, discounts and curated experiences, based on each partner’s tier and stage in their business journey. Every MSP is different. Some are aggressively growing, others are comfortable as lifestyle businesses. The Voyager Alliance allows Pax8 to meet partners where they are and provide relevant support instead of offering a one-size-fits-all model.

There are a lot of partner programs in the channel. What makes this one different?

Most partner programs are tied to a single vendor or product. Pax8, as an aggregator, pulls in multiple vendors across its marketplace. The Voyager Alliance layers on top of those individual programs to create a broader, more valuable experience. It gives MSPs a clear view of where they stand in Pax8’s ecosystem. Higher-tier partners get more influence and input into Pax8’s strategy and investments. This clarity helps partners feel recognized and understood.

Is there any financial advantage to being in a higher tier?

Yes. Partners in higher tiers get access to more favorable pricing for professional services and flexible payment options. The higher your status, the better your benefits. Unlike many programs that evaluate tier movement quarterly or annually, Pax8 reviews partner status monthly. That means MSPs can move up, and gain better benefits, much faster.

So how does Voyager Alliance improve the partner experience beyond pricing and services?

It adds a sense of identity and pride. Instead of saying, ‘I’m a Pax8 partner,’ members now say, ‘I’m a Galactic Partner,’ for example based on their tier. It creates a cultural moment similar to airline or hotel loyalty programs, where status becomes part of the conversation. Partners should take advantage of the onboarding review with their account manager. They’ll walk them through where they currently stand, what benefits they’re eligible for and how to move to the next tier.

Tell me about the documentary you’re a part of with Pax8?

We’re trying to capture what makes the MSP community special: its quirks, energy and people. Our Pax8 Studios team is following me and others around leading up to Beyond. It’s about showing the human side of IT, not just the tech. It’s a look inside a global community of IT providers trying to protect and empower small-to-medium businesses through tech.

We want to raise awareness about the MSP channel like what managed services really are, how this ecosystem operates and the vital role MSPs play in the IT industry. It’s a pretty sizable industry but still feels like the best-kept secret in tech. A lot of people don’t really understand what MSPs do, or how vendors, MSPs and customers all connect. The first episode of the documentary, called “MSP Legends,” is up on YouTube.

You also recently expanded your team, tell me more about that.

We brought on Ola Witukiewicz who’s joining as a director on the community team. She’s well-known in the space and brings thought leadership, on-stage presence and deep industry experience. She’ll be traveling, connecting with both the MSP and vendor communities, and presenting on stage. She’s also going to be focused on evangelizing our message and driving demand generation.

So how big is your team now?

We’re just under 10 people and growing. I’m actually taking over another key partner experience team. So I’ll actually have two teams, and there’s more growth ahead.

So what can MSPs expect from Pax8 Beyond this year?

Beyond is coming this June in Denver. It’s expected to be bigger than last year with around 3,500 attendees and 2,200 MSPs. There will be more vendors, new keynotes and expanded programming

Pax8 has been talking a lot about AI and platform evolution. What’s the focus there?

We’re not thinking about what comes after the cloud marketplace yet, because the marketplace is the next big thing. But we are focused on continuous evolution, building a smarter, more automated MSP-centric platform. It’s about making business easier, more affordable and more profitable.

Any AI technologies you’re excited about?

Absolutely. We’re looking at AI agents and hyper-automation tools. But more than that, we’re scouting tech MSPs haven’t started using yet, stuff they’re buzzing about but haven’t adopted. That’s where the most exciting growth will happen.