For vendors selling to and through MSPs
Instinct maps the North American MSP market. Learn which companies actually operate as MSPs, how mature they are, what technology they run, and what’s changing.
Bring 50 partners you already know. We’ll run them live in twenty minutes. No pitch deck.
Your quota was built on the bigger number.
Resellers sell managed services. So do copier dealers, and break-fix shops with a support contract attached. None of that makes a company able to buy your product, deploy it and support it.
Every company in North America is checked against the same three conditions before it counts as an MSP.
Market count current as of 12 September 2026.
She spent an hour disqualifying an account she never should have called.
With Instinct, that qualification happens before anyone invests time in cold outbound prospecting, following up on trade show booth visits, or replying to inbound emails.
Your channel manager wants MSPs in Ohio with more than thirty employees, running Halo PSA, showing signs of a mature sales operation and consistent growth.
She has the list in seconds.
Results come back ranked by operating maturity, so she can start with the companies most capable of buying and executing, instead of working alphabetically through a list filled with MSP-adjacent technology firms, one-man shops and residential tech support companies.
Knowing who to call matters. Knowing why to call them now matters more.
Instinct can tell you when an MSP in your database:
Next quarter the answers are different, because the market is.
What it’s good at
Finding the people inside a company.
Names, titles, email addresses, phone numbers. Keep using it for exactly that.
What it can’t tell you
Whether the company is an MSP at all.
There’s no NAICS or SIC classification that reliably identifies one, and no governing body or association requiring qualification, so there’s nothing in that data to look up.
Generic company data tells you what a company calls itself. It can’t tell you the business model the company uses to generate revenue.
Your credits go to the accounts that earned them.
For ten years, our outbound agents ran partner recruitment programs for vendors selling into the MSP channel.
Most company databases are built from information about the company. Our agents were collecting information from the company.
Every conversation revealed how the business actually operated: what it sold, how it delivered service, what tools it ran, how the team was structured, and whether it could support a vendor program.
That operating history became the foundation of Instinct.
5,000,000+
human-recorded market observations.
Instinct now applies the same judgement across the whole North American technology provider market, combined with data feeds from more than twenty sources.
Open an account and you’ll see what their score is based on, where their signals came from, and when the company was last updated.
The founders
Ian founded Doberman Technologies in 2005 and built it into a healthcare-focused managed service provider. After sixteen years as an MSP owner and operator, he exited the company in 2021. He brings that firsthand experience building, operating and selling an MSP to the platforms he and Carrie create together.
Carrie built and exited two companies serving the managed services channel, specializing in sales development and partner recruitment. She brings direct experience helping technology companies identify, reach and build relationships with MSPs to the platforms she and Ian create together.
Ian and Carrie met at a Channel Partners event in 2017 and married in 2021. They are the co-founders of Fox & Crow Group and the builders behind Instinct, the MSP Decision Intelligence Platform, The MSP Sales Process and Jackdaw, the MSP Competitive Intelligence Report Platform.
They spend half the year living in Penny, their off-grid converted campervan.
Sales leaders
Adding another rep doesn’t help when half the accounts in the territory should never have been there. Instinct puts the viable market in order before prospecting starts.
Instinct for sales teams →Channel leaders
Three thousand partners in a spreadsheet. Do you know:
Use Instinct to determine size, location, detected stack, operating maturity and market context for every IT firm in your partner program.
Instinct for channel teams →Security vendors
Two MSPs can sound identical on a discovery call. See which run a competing product, which changed stack recently, and which have the maturity to carry yours.
Instinct for security vendors →Expansion
Send us the MSPs that are your best fit partners. Instinct finds the companies that resemble them across the market and shows you where those accounts cluster. Build your prospecting campaigns using evidence from your own book instead of another broad TAM list.
Find look-alike accounts →“We went from six months of fuddling around to 30 days. We had a list, we had a plan of attack, we had critical outbound cadences.”
Brandon Borden, Head of Marketing, Fixify
Pick 50 IT companies already known to you. We’ll run them through Instinct with you live on a demo. See what we have on each one, and what evidence sits behind their maturity scores.
Test us on the companies you know first. Then use us on the ones you don’t.
Twenty minutes. No pitch deck.
