Whitespace
Whitespace is the gap between what a customer already buys from you and everything you sell. Map every customer against every offering and the empty cells are your whitespace — the services that customer does not have yet.
The name comes from the picture: put your customers down one side of a grid and your offerings across the top, mark every cell where that customer is billing for that service, and what is left over is white space on the page. Each empty cell is a service the customer does not buy from you — either because they buy it elsewhere, or because nobody has asked.
Why MSPs care about it
Expansion revenue is the cheapest revenue an MSP can earn. Winning a new logo means marketing spend, a discovery call, a proposal, and a procurement cycle. Selling backup to a customer who already trusts you with their endpoints is one conversation with someone who already pays you every month, already has a signed agreement, and already knows your engineers by name. Whitespace is simply the list of those conversations, ranked.
How it is normally measured
The honest answer is that most MSPs measure it once a year, by hand, in a spreadsheet, usually the week before a QBR. Somebody exports the contract list from the PSA, pivots it against a list of services, colours the gaps, and the file is stale within a fortnight. The data was always in the PSA — it just lives in hundreds of contract service lines that nobody has time to read side by side.
Coverage versus demand
A useful whitespace practice separates two questions. Coverage asks what the customer buys today, and it is answered from contract data — it is a fact, not a judgement. Demand asks which of the gaps are actually worth pitching, and that signal lives in support tickets and email, where customers describe problems the service they are not buying would solve. A gap with no demand behind it is a cold call; a gap with demand behind it is a warm one.
How Current does it
Current builds the coverage grid straight from the active recurring contracts in Autotask, ConnectWise, or HaloPSA, so a cell counts as covered only when the customer is genuinely billing for that service. Then, twice a week, its AI reads each customer's recent tickets and inbound emails to work out which offerings they keep raising but do not pay for, and flags those gaps as demand with the original messages attached as evidence. Clicking a gap opens a pre-filled expansion deal.