The IT industry is a lot of things but a few that it is not are: Staid, predictable and undemanding. To that end, MSPs and other tech companies need to keep looking ahead, be ready for change and don’t be afraid to learn, according to Shawn P. Walsh, CEO of Encore Strategic, a Bedford, N.H.-based business growth services company .
Walsh should know—he spent more than 20 years leading a successful IT services company and the last seven now at Encore Strategic helping channel partners do the same. That combination of expertise and experience helped Encore Strategic recently win the 2025 GTIA Associate Member Award at the GTIA Communities & Councils Forum and Spotlight Awards (Abi Walsh, CRO, and Dyanna Tropea, operations manager and consultant, are pictured above accepting the award).
We asked Walsh for his advice on how to stay innovative and ahead of current trends. Here’s what he had to say. 
What does winning the GTIA Associate Member Award mean to you?
Winning the GTIA Associate Member Award is a significant milestone for Encore Strategic. This recognition validates our commitment to the principles of vendor neutrality, which is at the core of GTIA's values. We believe that unbiased advice is crucial for our clients' success, and this award reinforces our resolve to continue providing impartial and strategic guidance. This award highlights our team's hard work and expertise in the industry. We are honored to be recognized by GTIA and look forward to contributing further to the community and upholding the standards that this award represents.
How important is it to stay innovative and ahead of current trends in the market?
Staying innovative and ahead of current trends is crucial for any business to avoid commoditization. In today's rapidly evolving technology landscape, innovation is not just a competitive advantage; it's a necessity. However, staying ahead of trends means more than just adopting the latest technologies. It involves fostering a culture of curiosity and continuous improvement, where every team member is empowered to challenge the status quo. We need to push authority down our organizational structure to the team members who hold the information. This mindset of inclusivity drives teams to find better solutions and deliver innovative strategies.
What has made Encore Strategic different—and successful—with the channel?
Our success in the channel can be attributed to several factors that set us apart. First and foremost, our commitment to vendor neutrality ensures that our clients receive unbiased, strategic advice tailored to their unique needs. This approach builds trust and fosters long-term relationships, as clients know they can rely on us to prioritize their best interests. Our collaborative culture is another cornerstone of our success. By fostering strong partnerships with vendors, clients and industry stakeholders, we create a synergistic environment that promotes mutual success. This collaborative spirit, combined with our dedication to excellence, has earned us a reputation as a trusted advisor and a leader in the channel. Ultimately, what makes us different—and successful—is our holistic approach to client engagement, and our ability to deliver exceptional value through unbiased, strategic guidance.
How have your channel partners resonated with your efforts in the market?
Our channel partners appreciate our commitment to providing unbiased, strategic advice. They value the fact that we come to the table with no predetermined script, other then to help them become the best organization they can be. They value our dedication to prioritizing their best interests, which in turn fosters trust and strengthens our relationships. Ultimately, the positive response from our channel partners validates our holistic approach to client engagement. We are grateful for their support and look forward to continuing our successful collaboration.
What advice do you have for other associate members to be successful in the IT channel?
Focus on a few key principles that have proven effective. First and foremost, continuous learning and professional development are crucial to maintaining a competitive edge. One of our core values is lifelong learning. Collaboration is also vital. You need to build strong partnerships with vendors, clients and industry stakeholders. It’s the only way to see the big picture. A collaborative approach creates an environment that promotes mutual success. Engage with the community, share insights and learn from others to enhance your own strategies. Lastly, focus on delivering exceptional value. Understand your clients' unique needs and tailor your advice to meet those needs. By providing high-quality, strategic guidance, you can differentiate yourself and build a reputation as a trusted advisor in the IT channel.
See the full list of 2025 North America Spotlight Award Winners.
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