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Top managed security service providers (MSSPs) use awards as third-party validation—not as a sales pitch on their own. Recognition can support trust when it backs up a clear account of a provider’s capabilities and customer outcomes, then appears where buyers compare providers. No reviewed evidence establishes a standard revenue lift caused by awards, so providers should measure their own funnel results rather than promise a percentage.
Why recognition can help—and what it cannot prove
An award gives a buyer an external reference point, but its value depends on what it recognizes and whether that matters to the buyer. Will Lassalle, CIO at JLS Technology USA, puts it this way: “Use it as third-party validation, not as the core sales message.” The award should reinforce a broader story about delivery, credibility, and relevant customer results.
Recognition is not proof that every customer will achieve a particular outcome, nor does it establish that one provider is universally better than another. The MSSP Alert 2024 Top 250 MSSPs Survey reported that 89% of respondents said their MSSP business was profitable in 2023, while 92% expected profitability in 2024. Those are survey findings about business profitability—not evidence that awards increase revenue. The reviewed sources do not establish a general causal revenue lift from MSSP awards or rankings.
Build evidence before award season
A credential is more persuasive when it confirms work a provider has already made visible. Document customer outcomes, explain service capabilities, share useful lessons, and contribute to relevant industry conversations before an award announcement. As Lassalle says, “The market cannot recognize what it never sees.”
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Keep a record of evidence that can support later sales claims: customer examples, service descriptions, and public contributions. Connect each item to the type of work an award recognizes, rather than assuming the award will supply the whole proof story.
Choose recognition that matches the work
Before pursuing or promoting an award, check what it actually assesses. Consider the issuer, judging or selection process, category definition, evidence requested, geographic and market scope, and publication year. These details help buyers understand what the credential validates and prevent a seller from implying that it measures something it does not.
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Example: Microsoft’s MSSP category
Microsoft’s 2025 Security MSSP of the Year category emphasized integration with Microsoft products and ongoing managed security services. Its description said those services should drive new security workloads, pipeline, usage, and consumption. Microsoft named Quorum Cyber the 2025 winner. This is a specific category tied to a particular ecosystem and set of criteria; it should not be presented as a general assessment of every aspect of an MSSP’s performance.
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Put the award where buyers compare providers
Proposals and requests for proposals (RFPs) are useful placements because prospects are actively evaluating alternatives there. Include the award as a supporting proof point, alongside a customer example, relevant service capability, or outcome that addresses the buyer’s needs. The badge should not substitute for a buyer-specific case.
Describe the recognition precisely: name the category, year, and issuer, and explain the criterion it recognizes. Avoid implying that it certifies customer outcomes or capabilities outside its stated scope.
Turn one announcement into a coordinated campaign
A single award announcement can support several customer-facing uses, provided each one connects the recognition to relevant proof. Coordinate activity across digital channels, sales enablement, customer communications, and thought leadership. For example, a sales team might use the credential in a proposal with a related customer example, while a public announcement explains the recognized capability and the work behind it.
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Measure commercial movement without claiming causation
Track whether recognition is associated with movement through the sales funnel, not just whether an announcement attracted attention. Lassalle identifies qualified inbound opportunities, proposal conversion rates, sales-cycle velocity, and overall win rates as useful measures. Compare results with a relevant baseline and record other changes—such as marketing activity, pricing, staffing, or demand—that could also affect performance.
- Qualified inbound opportunities: Did the volume or quality of suitable prospects change?
- Proposal conversion: Did a different share of proposals progress to a win?
- Sales-cycle velocity: Did opportunities move through the process at a different pace?
- Win rate: Did the overall share of won opportunities change?
These measures can show association and commercial momentum, but they do not by themselves prove that an award caused a change. Avoid invented ROI percentages or attributing a shift to recognition without considering other factors.
Make the credential specific in a competitive market
MSSPs compete not only with one another but also with MSPs adding cybersecurity services and large systems integrators extending down-market, according to the MSSP Alert 2024 survey report. That makes specificity important: explain which capability the award validates and why that capability is relevant to the buyer. The survey’s respondent mix—63% Americas, 20% EMEA, 5% Asia Pacific, and 12% global based on where respondents said most of their managed security customers were located—describes the surveyed field, not the effectiveness of awards.
Recognition can reinforce trust and sharpen a provider’s story, but it works best when attached to demonstrable work and used at the point of comparison. As Lassalle says, “The real value comes from using the recognition to reinforce trust, refine your story, and continue raising the bar for customers.”
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