Marketing Services Providers: Separating the Contenders from the Pretenders

"The people who failed (as MSPs) added it the same way that they add equipment," he notes. "Take personalized URLs. They bought software because they thought it would be a magic bullet to produce revenue. It's a value-added service, it's relevant…so how come it never took off? Because they just took people, sometimes prepress staff members, and said 'OK, you're going to make the landing pages.' But you need different skill sets."