Across industries, one of the most consistent frustrations expressed by executives is the disconnect between IT strategy and business strategy. For many organisations, IT is still viewed primarily as a cost centre, necessary to keep the lights on, but rarely seen as a driver of growth, competitive advantage, or operational efficiency. This perspective is outdated and, frankly, dangerous. In today’s economy, technology underpins nearly every strategic initiative, from market expansion and customer experience, to compliance, security, and cost optimisation. Yet despite this reality, the alignment between IT and the boardroom remains tenuous.
This misalignment presents a powerful opportunity for Managed Service Providers (MSPs) and Resellers to reposition themselves. Rather than being seen merely as service providers or support functions, MSPs who step into the role of strategic advisors can help clients bridge the gap between IT delivery and business objectives. In doing so, they not only protect their relevance but also elevate their value proposition to the board level.
This article explores why IT strategy and business strategy often diverge, the risks of this misalignment, and most importantly, how MSPs and Resellers can play a critical role in closing the gap.
The Disconnect Problem
Executives sitting at the board table tend to speak in terms of growth, risk, compliance, shareholder value, and operational efficiency. Their time horizon is often three to five years, with a strong focus on quarterly results and long-term positioning in the market.
Meanwhile, IT leaders and MSP partners focus on uptime, resilience, cybersecurity, system upgrades, and application management. Their lens is operational and technical.
Neither perspective is wrong, but when these conversations occur in silos, the result is a strategic disconnect.
The Consequences of Misalignment
- Wasted Investment
- Missed Opportunities
- Risk Exposure
- Boardroom Frustration
For MSPs and Resellers, this creates risk as well: clients who don’t see strategic value in IT services are more likely to switch providers or commoditise the relationship.
Reframing IT as a strategic enabler rather than a back-office function requires a mindset shift. Technology investments directly influence:
- Revenue Generation: Digital channels, data-driven marketing, and customer experience platforms.
- Operational Efficiency: Process automation, SaaS optimisation, and streamlined workflows.
- Risk Mitigation: Cybersecurity, compliance, and governance frameworks.
- Market Competitiveness: Innovation through AI, cloud platforms, and analytics.
When presented in these terms, IT strategy resonates with boardroom priorities and becomes indistinguishable from business strategy itself.
Most MSPs already deliver on the basics: helpdesk support, infrastructure management, backups, and security. But very few position themselves as strategic partners capable of shaping business outcomes.
This requires a shift in approach in terms of:
- Boardroom Language: Recasting technical initiatives in terms of risk, revenue, and business impact.
- Financial Justification: Building business cases that quantify the return on IT investment.
- Executive Engagement: Participating in quarterly business reviews with a seat at the strategic table.
By becoming the translator between IT delivery and business goals, MSPs elevate their relevance.
To bridge IT and business strategy, MSPs should follow a structured framework:
- Stakeholder Mapping
- Gap Analysis
- Prioritisation
- Measurement
- Communication
Common Pitfalls and How to Avoid Them
- Over-focusing on Features
- One-size-fits-all Templates
- Siloed Communication
Cloud Adoption for Market Expansion
An SME plans to expand into new regions. The IT strategy must deliver scalable cloud infrastructure, ensuring rapid deployment and local compliance. MSPs can position themselves as growth enablers, not just infrastructure providers.
Security Investment as Brand Protection
Instead of selling cybersecurity as a “cost,” frame it as protection of customer trust and brand reputation—assets the board deeply values.
SaaS Management for Cost Control
An organisation overspending on unused SaaS licences is a financial issue, not a technical one. MSPs who bring SaaS cost optimisation to the CFO’s attention demonstrate direct bottom-line impact.
The ICT Broker Perspective
At ICT Broker, we see this misalignment play out constantly. Businesses invest in software, platforms, and MSP services without a clear business case—and as a result, IT becomes fragmented, under-utilised, or misaligned.
Our approach is simple: tailored scoping, procurement, and implementation that aligns IT investment with business goals.
For MSPs and Resellers, this means:
- We help you speak the language of the boardroom.
- We ensure your services are mapped directly to your clients’ strategic priorities.
- We differentiate your offering from competitors who only deliver tools, not outcomes.
The gap between IT strategy and business strategy is not inevitable—it’s a leadership issue. MSPs and Resellers who step up as strategic advisors can bridge that gap, ensuring IT investments are fully aligned with boardroom priorities.
The reward?
- Stronger client relationships.
- Greater differentiation in a crowded market.
- Proof that IT is not just support, but the very foundation of growth, resilience, and competitiveness.
If your organisation wants to make its IT investments work harder for the business, ICT Broker can help. We specialise in bridging the gap between technology and strategy.
Contact us at info@ictbroker.co.za