CallTower’s William Rubio: Partnerships, AI, and Building Trust with MSPs, Podcast

At the MSP Summit, Doug Green, Publisher of Technology Reseller News, sat down with William Rubio, Chief Revenue Officer at CallTower, to discuss the challenges and opportunities facing MSPs as they prepare for 2026.

Rubio emphasized that success in today’s environment requires MSPs to choose the right partners rather than simply chasing products. With CallTower’s expertise in cloud communications—including Microsoft, Cisco, Zoom, and CCaaS platforms such as Genesys and Five9—the company positions itself as an enabler for MSPs seeking to strengthen their portfolios without taking on every capability themselves.

“It’s not about selling a product—it’s about building a partnership that helps MSPs grow their business and support their customers,” Rubio said.

Key themes of the conversation included:

• AI adoption reality: While AI dominates conversations, only about 5% of businesses have actually adopted it. Rubio urged MSPs to take “baby steps”—simple automation projects that build champions and credibility inside customer organizations—before pursuing large-scale deployments.
• Cybersecurity opportunities: Rubio highlighted the importance of proactive communication. Instead of only responding to attacks, MSPs should show customers the value of the thousands of threats they’ve already blocked and explain vulnerabilities that could become future risks.
• The human factor: Despite the excitement around AI, Rubio stressed that relationships remain central. “AI is driven by what humans tell it to do,” he noted, underscoring that trust and tough conversations with customers are key to long-term success.
• Looking to 2026: MSPs must refine their self-awareness—knowing their strengths, defining their ideal customer profile, and planning thoughtfully whether to double down in a vertical or expand through partnerships.

As Rubio summed it up, the MSPs that thrive will be those who plan carefully, partner wisely, and maintain strong customer relationships—balancing technology with the human element that drives growth.

More at CallTower.