The share of MSPs struggling to demonstrate value to clients nearly doubled year over year, from 10% to 19%, according to Kaseya's 2026 State of the MSP report. Winning new business now depends on proving value, not just offering more services.
Six categories: security posture (dated), independent verification, service performance, outcomes for similar clients, process proof, and named references with sign-off.
Structure it by the buyer question it answers, not by the file type. Map each evidence type to the question it answers and the cadence at which it must be refreshed.
Stale evidence is worse than none. Security posture reports monthly, SLA performance quarterly, references confirmed every six months.
Building it once and never refreshing it. Filling it with claims you wrote rather than evidence a third party could check. Leaving it without a named owner so the refresh quietly stops.