Stepping into an advisory role has been an important way MSPs have expanded their business. In this article, we’ll explain:
Stepping into the role of a Digital Maturity Advisor is one of the most impactful ways MSPs are evolving their business model today. This strategic shift allows MSPs to do more than just manage IT—they’re helping clients assess and improve how they use technology to support growth and transformation.
In this article, you’ll learn:
Let’s explore how this high-value advisory role is reshaping MSP services.
Digital maturity refers to how effectively a business uses digital technologies to support strategic goals and operational efficiency. The higher the maturity, the better the alignment between IT infrastructure and business outcomes.
For MSPs, this creates a unique opportunity: advising clients not just on IT support, but on how to integrate and optimize technology across departments to achieve bigger business goals.
Lane Smith, CEO of Digital Maturity Advisors (DMA) and former MSP owner, helps MSPs evolve into trusted advisors by providing frameworks and certifications around digital maturity. He believes the MSP industry is stuck in a commodity trap—and that advisory services are the way out.
“If we can change the narrative from ‘we manage your technology’ to ‘we help your business grow using technology,’ that’s when we become digital maturity advisors,” Smith explains.
Traditional IT services are increasingly commoditized. Margins are shrinking. Clients have more options than ever.
Here’s why becoming a digital maturity advisor matters:
Smith emphasizes that MSPs offering value-rich services like digital maturity assessments and strategic planning are better positioned to raise prices, retain clients, and win over businesses from competitors.
A digital maturity advisor works closely with clients to evaluate their current tech stack, identify gaps, and plan improvements. These advisors are involved in business strategy discussions, not just break-fix or ticketing systems.
“Once there’s a strategy in place,” says Smith, “you can start aligning technology decisions with goals like increasing profit, expanding market share, or preparing for acquisition.”
Organizations like Digital Maturity Advisors (DMA) offer a six-month certification program that helps MSPs gain the frameworks and skills to deliver high-value assessments, strategic reviews, and digital transformation roadmaps.
MSPs who complete this program are equipped to:
Certified advisors also participate in monthly peer sessions to stay ahead of trends and share best practices.
Platforms like ScalePad’s Lifecycle Manager and Backup Radar give MSPs the ability to evaluate a client’s digital environment in a structured way.
These tools provide the quantitative insights needed for meaningful advisory discussions.
Becoming a digital maturity advisor doesn’t just enhance your current offerings—it can help you land new clients who are under contract with other MSPs.
Many clients are allowed to engage third-party advisors even while working with another IT provider. By offering assessments and digital roadmaps, you create a path to becoming the client’s go-to partner for transformation—and eventually, their primary MSP.
“We’ve seen clients leave their long-time MSPs just to work with a certified digital maturity advisor,” Smith shares.
Programs like the Canada Digital Adoption Program (CDAP) are investing in MSPs who want to support small and medium businesses with digital transformation.
The CDAP grant allocates $4 billion to help Canadian businesses improve digital maturity—and MSPs who qualify as advisors can access funding to help clients while expanding their own service revenue.
If you’re an MSP looking to escape price wars and improve client relationships, becoming a Digital Maturity Advisor is a smart next step. It’s about more than technology—it’s about business growth, alignment, and delivering real value at the leadership level.
What is a digital maturity advisor?
A digital maturity advisor helps businesses evaluate how effectively they use technology and provides strategic guidance to improve alignment between tech and business goals.
How do I become a certified digital maturity advisor?
You can earn credentials through programs like DMA’s certification course, which includes assessments, planning frameworks, and group sessions.
What tools help with digital maturity assessments?
Tools like ScalePad Lifecycle Manager and Backup Radar provide valuable data on asset health, backups, and maturity scoring.
Can I offer advisory services if my client already has an MSP?
Yes—many clients are open to strategic advisors even while under IT support contracts. This creates an entry point for future expansion.
