And lastly, Kaseya has announced the expansion of its community investment with the addition of the Technology Marketing Toolkit, aimed at enhancing resources for managed service providers. This initiative will provide customers access to essential sales and marketing materials, coaching, and a platform for collaboration among IT professionals The Technology Marketing Toolkit focuses on building a robust community of success-minded entrepreneurs in the managed service provider sector, promising tools and training designed to foster profitable business growth. Robin Robins, the founder of the Technology Marketing Toolkit, will assume a strategic advisory role to further develop marketing and sales strategies for Kaseya’s unified community. The TMT team posted a blog to announce the acquisition as well.
Why do we care?
Let’s start with this – Congratulations to Robin on the successful sale of her business. Entrepreneurs work to build value, and that should be celebrated.
It’s an openly discussed belief that this acquisition took place before the announcement, based on business filing records and the use of Kaseya’s infrastructure by TMT. One commenter called it the “worst kept secret.”
So, why announce it now? Two obvious potential reasons:
Robin’s transition – After more than 20 years, she may be ready to take a step back operationally. The only positional change noted is her shift to a strategic advisory role. This is often coded language to a transition out of the business.
Kaseya’s leadership dynamics – Assuming the transaction closed some time ago, the announcement might align with internal strategy shifts. New leadership could be keen to consolidate marketing-focused assets (TMT, TruPeer, Powered Services) to avoid duplication and strengthen Kaseya’s unified MSP community strategy.
Questions to consider.
Will TMT’s “secret sauce” survive? Many TMT customers valued its independence, seeing Robin’s community as distinct from vendor-driven marketing efforts. Merging into a larger vendor ecosystem risks diluting that unique voice.
Culture clash? TMT’s entrepreneurial, often irreverent culture may not align with Kaseya’s more corporate structure. Will the same practical, hard-hitting marketing advice persist, or will it evolve into vendor-aligned messaging?
For MSPs, the key question becomes:
Does this new TMT still serve my business if I’m not all-in on Kaseya’s ecosystem?
That’s worth testing before fully committing.