A doubling in a year is not noise. It is a market re-pricing what it takes to win a client. The same report puts acquiring new customers at the top of the MSP issue list at 71%, ahead of cybersecurity, revenue and profitability.
Only 12% of new MSP clients are first-time buyers. Almost every deal you win in 2026 is a client switching away from another MSP, which means the buyer is sitting across two providers making the same claims and choosing the one who can prove them.
Stop adding services to the proposal. Spend that energy making three things true: every claim has a current artefact behind it dated this month; an independent party verifies your controls are met now; that proof is ready before the buyer asks.
A 5-point swing in close rate on competitive deals is worth more than any new service line you could bolt on this year, and it costs far less to build.