One marketing company in our space is now promising MSPs 4,000 automated outbound touches a week. No SDR required. On paper, that sounds like the answer to everything. Most MSP owners I talk to would be thrilled with 40 touches a week done consistently.

So I did the math. 4,000 touches a week is 208,000 touches a year. If your real target market is 2,000 businesses in your region, every one of them hears from you twice a week, all year, sounding exactly like the last 40 vendors who bought the same tool.

And your market is finite. Once a business owner marks you as spam in March, they still remember your name in October.

In this episode of Get More MSP Leads, I walk through why high-volume AI outbound can hurt MSPs more than it helps:

📊 Why 4,000 touches a week burns a regional market fast

🎯 Why the 10th touch has to show the buyer something the first nine didn't

🔐 Why a machine pretending to be a person is a risky first impression when you sell security

👂 What you lose when you automate the SDR seat (the feedback loop that sharpens your messaging)

🧱 Foundation before fuel: why more outbound won't fix messaging that sounds like every other MSP

🤖 Where AI actually helps: research, trigger events, and making touch 10 smarter

🚗 The best outbound I ever did: 8 years, 4 rejections, and one drive to Dallas that turned into an AT&T partnership

I'm not anti-AI. I use it every day. But motion isn't momentum. If you're running outbound right now, your homework is at the end of the episode: pull your last 30 days, count the conversations where something specific and true came up, and pick 10 accounts from your Dream 100 to reach out to with one message built on a real detail.

If you want help building outbound that earns trust instead of burning your market, start with the free Growth Gap Assessment below.

CHAPTERS

0:00 Intro

0:20 The 4,000 touches a week pitch

1:41 Do the math on your market

2:30 Why you can't burn your list twice

3:03 The 10th touch has to know something

3:49 You sell security

4:11 Motion vs. momentum

4:38 What you lose when you automate the SDR seat

5:17 Foundation before fuel

5:40 How MSPs should actually use AI for outbound

6:18 The AT&T story: why I drove to Dallas

7:07 Your outbound homework this week

8:09 Free Growth Gap Assessment

🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients.

🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description

📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT

This episode is taken from the Get More MSP Leads podcast.

Audio link: 🎧 https://open.spotify.com/show/1Awr19JiyZz3UBJxXlPNg7

Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns

Subscribe and watch more MSP growth videos on this channel.

✉️ hello@thebusinessgrowers.com

#MSPMarketing #MSPSales #OutboundSales #GetMoreMSPLeads #ManagedServices

Kathryn's firsthand experience on both ends of the spectrum provides a wealth of knowledge, offering valuable takeaways for professionals navigating the complex landscape of managed services.

Fun fact: Landon and Laura are college friends from Mississippi College. Go Choctaws!

Show Notes:
Landon's website: https://www.landonhowell.com

Landon on LinkedIn: https://www.linkedin.com/in/landonhowell/

LS Networks website: https://www.lsnetworks.net

Randy's LinkedIn: https://www.linkedin.com/in/randybrogle

Laura and Gadalia explore her unique journey from mathematician and NSA cryptographer to tech founder, sharing insights on what it takes to innovate in cybersecurity, lead authentically, and build strong networks of mentors and peers. Gadalia also opens up about diversity in cybersecurity, how Dapple's biometric authentication model is changing the game, and why relationships—not products—fuel lasting business growth.

Whether you're an MSP leader, startup founder, or cybersecurity enthusiast, this conversation offers practical wisdom and inspiration on scaling securely in a people-first way.

To learn more about Dapple Security, visit: https://dapplesecurity.com.

_________________________________________________________

Follow The Business Growers: https://www.instagram.com/thebizgrowers/

About The Business Growers:
Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

Visit us at https://thebusinessgrowers.com 

Active revenue nobody on the sales team was following up on.

In this episode of Get More MSP Leads, Laura explains why the request she hears most, "we need more leads," is rarely the right diagnosis. 

Most MSPs asking for more leads already have plenty sitting in their pipeline. What they lack is a system for following up on what they already have.

Before Laura touches a client's marketing strategy, she looks at three numbers: 

1) How many quotes are currently open

2) How many proposals went out in the last ninety days

3) How many conversations have gone quiet

Those three numbers show whether the issue sits in lead generation or in the sales process itself.

Laura also breaks down the buyer cycle every MSP sale runs through, thirteen to twenty touches before a prospect decides, and the close rate a healthy MSP pipeline should hit, 25% to 35%. 

Pull up your pipeline this week, count every quote that has gone cold, and call each one instead of emailing. Fix the pipeline first, then spend on generating new leads.

The Business Growers helps MSP and IT company owners build the marketing foundation, sales pipeline, and follow up systems that let them grow past a plateau. Find your Growth Gap below to see exactly where yours sits.

0:00 – Hundreds of open quotes nobody's working

2:11 – Why more leads won't fix a broken sales process

4:03 – Foundation before fuel: the 13 to 20 touch buyer cycle

6:02 – Why you can't measure what you don't track

8:04 – What a healthy pipeline looks like and the close rate benchmark

10:17 – This week's homework: call, don't email

🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients.

🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description

📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT

Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns

Subscribe and watch more MSP growth content on this channel.

✉️ hello@thebusinessgrowers.com

#MSPSales #SalesPipeline #ManagedServices 

Discover why your current marketing efforts might be falling short and learn how to strategically target potential clients at every stage of their buyer's journey. Laura shares how to effectively craft ads for each level of the funnel: 

1. Top of funnel
2. Middle of funnel
3. Bottom of funnel

Watch now and get one step closer to converting leads with digital ads for your MSP or IT company today!

Here's the truth.

Old-school advice like "build a great website and the leads will come" doesn't work anymore. If your marketing isn't building trust, educating your audience, and positioning you as the expert, it's falling flat.

In this episode, you'll learn:

• Why traditional marketing tactics are letting MSPs down

• The truth behind why your lead generation efforts aren't working

• How to lead with value and create content that actually connects

• Proven ways to nurture your audience using smarter email strategies

• How to show up consistently in the right places to build authority

• Why focusing less on leads can actually generate more of them

If you've ever wondered why your demo requests are low or why your emails are getting ignored, this episode will shift your mindset and give you a better way forward.

Listen in and learn how to serve first, build trust, and let the leads come to you.

______________________________________________________________________About The Business Growers

 Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

Visit us at https://thebusinessgrowers.com/

• Website: www.TheBusinessGrowers.com
• LinkedIn: https://www.linkedin.com/in/laurapickardjohns/

Laura Johns, Founder and CEO of The Business Growers, shares her proven framework for building a predictable sales pipeline specifically for small MSPs. Learn how to use inbound marketing, referrals, and strategic partnerships to attract your ideal clients and fuel business growth.

➡️ Identify your ideal client profile and focus your marketing efforts.
➡️ Use a content marketing strategy to establish thought leadership and attract qualified leads. 
➡️ Create a referral program that encourages existing clients to bring in new business. 
➡️ Build strategic partnerships with other businesses to expand your reach.

Watch now to discover how to generate leads and scale your MSP without relying on a dedicated sales team! This episode is a must-watch for MSP owners and IT business leaders who want to grow revenue.

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About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on enhancing client experience and executing strategies required to scale the business. At The Business Growers, we believe you shouldn't have to navigate the complexities of client experience alone. We work exclusively with MSPs and IT companies, serving as their CX dream team and offering a proven framework for revenue growth through exceptional client experiences.

In this episode of the Get More MSP Leads podcast, Laura Johns explains why having the same tech stack as the MSP down the street isn't the problem it's made out to be, and what actually gets a buyer to pick you over a cheaper option.

Laura opens with a stat that's been getting a lot of attention: 92% of MSPs run basically the same tech stack. Same tools, same vendors, same certifications. Her take? Your stack was never the differentiator.

A dental office owner can't tell one firewall from another. A CFO comparing EDR vendors is really asking one question: do I trust these people?

The real risk comes when buyers can't tell you apart. Same stack plus same messaging usually ends in a price war, and you'll lose that to someone hungrier and cheaper three states away.

"Fast, responsive, great people" won't fix it either. If someone has to become your client to feel your differentiator, it won't bring new clients in.

What you'll learn:

✅ Why your tech stack is table stakes, not a selling point

✅ The 4 parts of a real MSP differentiator

✅ Why specific messaging matters even more now that buyers use AI search to find MSPs

✅ How TBG found its own edge (turnkey MDF expertise)

✅ A 3-step homework assignment to find the gap on your own website

Want help finding what makes your MSP different and building a system around it? Get a free Growth Gap assessment from The Business Growers at the link below.

Chapters

0:00 Intro: 92% of MSPs run the same tech stack

1:14 Why your stack was never the differentiator

2:07 The real risk: same stack + same messaging = price war

2:22 Why "fast, responsive, great people" doesn't win new clients

2:54 What a real differentiator looks like

4:13 How AI search changes the way buyers find you

4:27 What TBG found researching 9 competitors

5:34 The one thing no tool can copy

6:00 Your homework: the one-sentence test

6:50 Get your free Growth Gap assessment

🌱 Hi, I'm Laura Johns, founder of The Business Growers and host of the Get More MSP Leads podcast. I help MSPs and IT companies build the marketing foundation, pipeline, and sales infrastructure to grow past the plateau and scale with the right clients.

🔗 Find your Growth Gap: https://go.thebusinessgrowers.com/growth-gap?utm_source=youtube&utm_medium=video&utm_campaign=description

📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZT

Connect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns

Subscribe and watch more MSP growth videos on this channel.

✉️ hello@thebusinessgrowers.com

#MSPMarketing #MSPGrowth #ManagedServices #GetMoreMSPLeads

Learn how to align your marketing funnel with the way cybersecurity decisions are really made. From building awareness to earning long-term client loyalty, this episode covers the entire funnel in a way that's clear, actionable, and tailored to B2B audiences.

What you'll learn in this episode:

• How to map your marketing to the cybersecurity buyer's journey

• Strategies for creating awareness without overwhelming prospects

• Tips for addressing both technical and business decision-makers

• Ways to reduce perceived risk late in the sales process

• Post-sale tactics that support renewals, upsells, and referrals

• Metrics that actually matter in the cybersecurity space

If you want to create a marketing strategy that works with the sales cycle, not against it, this episode is for you.

Need help building a cybersecurity marketing strategy?
Visit thebusinessgrowers.com to learn more or book a call.

Subscribe for more insights on how MSPs and B2B tech companies can grow with confidence.

__________________________________________________________________________

About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on enhancing client experience and executing strategies required to scale the business. At The Business Growers, we believe you shouldn't have to navigate the complexities of client experience alone. We work exclusively with MSPs and IT companies, serving as their CX dream team and offering a proven framework for revenue growth through exceptional client experiences.

From the launch of Rev.io's brand-new AI-powered PSA platform to the industry-wide shift toward convergence, Usman shares what MSPs and others in the industry can expect to learn at the Rev.io Client Summit. We're talking sales tips, marketing strategies, growth opportunities, and why this Summit is the place to be if you want to scale in 2025. 

Summit Registration & Details: https://client-summit.rev.io/

Know more about The Business Growers: https://thebusinessgrowers.com/

• Why most MSPs aren't sellable and how to fix it
• What buyers are really looking for (it's not just MRR)
• The "leaky boat" syndrome in MSP financials
• How to step out of operations without burning it all down
• The single biggest driver of valuation (hint: it's not always revenue)

In this episode of Know, Grow, Scale, host Laura Johns, founder of The Business Growers, breaks down how to change that.

• Why clients don't see the value of cybersecurity
• How to talk about security without fear tactics
• Real-world stories, practical messaging tips, and smart positioning
• Ways to build trust with your clients while growing recurring revenue

If you've ever felt uncomfortable bringing up security, this episode gives you the tools to make those conversations easier and more effective. Learn how to position cybersecurity as essential, not optional.

____________________________________________________
About The Business Growers

 Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.
Visit us at https://thebusinessgrowers.com/

Marketing doesn't have to be complicated, but many MSP owners waste time on strategies that don't work. In this episode, I'll outline a step-by-step, 90-day plan that helps you build momentum and generate quality leads without the guesswork. You'll walk away with clear actions that can make a difference in your business immediately.

➡️ The must-have marketing foundations MSPs need to attract better leads
➡️ How to craft messaging that speaks directly to your ideal clients
➡️ The power of email marketing and how to improve open rates fast
➡️ The best way to track results so you know what's working
➡️ Where to focus your efforts for long-term success

Don't waste another quarter hoping for results. Tune in now to learn exactly how to take control of your MSP's growth.

_____________________________________________________________________________________

About The Business Growers

 Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

Visit us at https://thebusinessgrowers.com/

Learn more about The Business Growers: https://thebusinessgrowers.com

#MSP #ManagedServices #MVNO #Telecom #MSPGrowth

• The most critical touch points in an MSP's client journey and how to create positive, memorable experiences
• Common pitfalls in IT client onboarding and how to avoid them
• Strategies for gathering and acting on client feedback in the IT industry
• Adapting client journey approaches for MSPs serving businesses of various sizes
• Identifying upselling and cross-selling opportunities for IT services without being pushy
• Maintaining client trust during service disruptions or security incidents in IT environments

Learn how to move beyond constant chaos to achieve lasting client satisfaction and explosive growth in your MSP or IT business. Erin's insights, drawn from her decade of experience in client experience, offer valuable guidance for any IT service provider. Subscribe for more expert advice on scaling your MSP or IT company! #MSPClientExperience #ITBusinessGrowth #TechServiceScaling ___________________________________________________________________________

Want to learn how to enhance your MSP's client experience and drive growth? Get your FREE one-on-one Growth Acceleration Session. If you qualify for the session, we can show you in just ONE HOUR exactly what you need to do to improve your client experience and scale your MSP or IT business sustainably. About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on enhancing client experience and executing strategies required to scale the business. At The Business Growers, we believe you shouldn't have to navigate the complexities of client experience alone. We work exclusively with MSPs and IT companies, serving as their CX dream team and offering a proven framework for revenue growth through exceptional client experiences.

Visit us at www.thebusinessgrowers.com

What You'll Learn from Jill

• Why letting customers leave any time changes how you build support
• How leadership (especially female leadership) can shape culture in a male‑dominated space without needing to be "loud"
• How to show value through honest relationships, not overpromises
• How to evaluate your current telecom provider contracts and see when support is costing more than you think

From defining what your business stands for to building the right team and finding your niche, these insights are rooted in real-world lessons that can help you avoid common pitfalls and accelerate your growth.

In this episode, you'll learn how to:

• Define your core values and use them to guide decisions, shape culture, and stay focused when things get challenging

• Build a strong team culture by empowering your people to operate in their genius zones and do their best work

• Niche down so your business stands out, your messaging gets clearer, and you attract the right clients

Whether you're wearing all the hats or starting to delegate, these tips will help you lead with clarity, build with purpose, and grow with confidence.

Tune in, take notes, and walk away with actionable advice you can apply today.

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About The Business Growers

Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

Tired of competing in a crowded marketplace?

Discover the power of niche marketing and transform your MSP!

In this episode of the Know, Grow, Scale podcast, Laura Johns, founder and CEO of The Business Growers, dives deep into:

• The limitations of a broad target audience and the benefits of niche marketing for MSPs.
• Proven strategies for identifying your ideal client niche, including industry trends and market research techniques. ️‍♀️
• How to leverage content marketing to attract high-value clients within your chosen niche.
• Inspiring case studies of successful niche MSPs. 

Learn how to:

• Become the go-to MSP for your chosen niche.
• Attract high-value clients and boost your bottom line.
• Build a thriving MSP business with a focused and effective marketing strategy. 

This episode is perfect for you if you're an MSP owner who wants to:

• Stop wasting resources on generic marketing efforts. ❌
• Stand out from the competition and attract your ideal clients. ✅
• Build stronger client relationships and increase customer retention. 

Ready to take your MSP business to the next level?

Watch the full episode now and start implementing niche marketing strategies today!

#MSP #NicheMarketing #IT #ManagedServices #BusinessGrowth

00:00 Welcome to the Know Grow Scale Podcast

00:16 The Power of Niching for MSPs

01:18 What Does Mastering a Vertical Mean?

02:54 Why MSPs Struggle to Pick a Niche

04:49 Building the Right Pieces to Master a Vertical

09:05 Case Study: Medical Vertical

10:18 When to Add a Second Vertical

11:40 Conclusion and Next Steps

The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________

About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

What you'll get from this conversation:

• What enterprise clients actually care about in a security partner
• How Open Security is tackling tool sprawl and vendor overload
• Entrepreneurship lessons from Kyle on how to build a tech business
• How deepfakes, fake resumes, and insider threats are changing red team work
• Hard lessons from building a go-to-market motion without VC backing

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About The Business Growers  Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com/

In this episode of Know Grow Scale, Laura Johns takes a hard look at what it really means for your marketing to "work hard," and how to tell if yours is slacking. From tracking the right metrics and optimizing your visibility to sharpening your messaging and staying consistent, this episode gives MSP owners and marketers the tools they need to make marketing a true growth driver, not just a checklist item.

You'll learn:

• Why website traffic doesn't always equal leads, and what to focus on instead

• How to show up in the places your prospects are already searching

• What makes messaging memorable and unique in a sea of sameness

• Simple strategies to build marketing consistency without burnout

• How to test and adapt your strategy for better ROI

💡 If you've been putting in long hours but still feel like your marketing isn't pulling its weight, this episode is your wake-up call.

👉 Subscribe to Know Grow Scale for more practical insights that help you market smarter, not harder.

About The Business Growers

Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on enhancing client experience and executing strategies required to scale the business. At The Business Growers, we believe you shouldn't have to navigate the complexities of client experience alone. We work exclusively with MSPs and IT companies, serving as their CX dream team and offering a proven framework for revenue growth through exceptional client experiences.

Joining us for this conversation is the remarkable Delphine Carter, a seasoned entrepreneur and advocate for women's empowerment in the workforce. Delphine has not only built successful businesses of her own but has also dedicated her career to creating opportunities for women to thrive professionally.

In this episode, Laura and Delphine will explore the concept of flexible jobs and how they can empower women to balance their careers with other aspects of their lives. They'll discuss the benefits of offering flexible work arrangements within your business and share practical strategies for implementing them effectively.

Whether you're a female entrepreneur looking to create a more inclusive workplace or someone curious about how flexible jobs can benefit your business, this episode is packed with valuable insights and actionable advice.

Connect with Delphine on LinkedIn: https://www.linkedin.com/in/delphinecarter/
Learn more about Boulo: https://boulosolutions.com/

Host Laura Johns gets real about why most MSPs struggle with marketing—and how trying to DIY it, outsource it, or explain your business to someone who doesn't "get" tech just leads to frustration and wasted time. Sound familiar?

In this episode, Laura introduces something brand new that she and her team at The Business Growers have been building behind the scenes: YourMSPMarketing.com. It's a fully built-for-you, all-in-one marketing system made specifically for MSPs—no more guessing games, no more generic content, and no need to become your own marketer.

You'll learn how it helps MSPs like you:

Launch a website that actually brings in leads

Get found through local SEO and Google Business

Automate follow-up and stay organized with a built-in CRM

Collect and manage online reviews

Post branded social media content—without lifting a finger

And get expert marketing support every month

Whether you're a one-person shop doing it all or a small team tired of piecing together tools, this episode shows how Your MSP Marketing can finally give you a system that works—so you can grow without burning out.

Grab your coffee, hit play, and let's talk about how to take the marketing load off your plate for good.

________________________________________________________________ About The Business Growers

 Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

Download our SEO Keyword Goldmine for MSPs: https://bit.ly/3u7iwOW

Bring your notepad and pen for this one! It's full of tips you'll want to keep handy.

Show Notes:

About Revenue Ranch: https://bit.ly/3Y8Hh6V

Revenue Ranch on Linked In: https://www.linkedin.com/company/revenue-ranch/

Frank Cowell on LinkedIn: https://www.linkedin.com/in/frankrcowell/

00:00 Welcome to the Know Grow Scale Podcast

00:25 Introducing Matt and MSPX

00:38 The Birth of MSPX

02:19 Challenges and Solutions in the MSP Industry

04:18 How MSPX Marketplace Works

06:06 Identifying and Divesting Bad Clients

09:12 Client Compass: Optimizing Your Portfolio

12:59 Subscription Plans and Success Stories

16:07 How to Get Started with MSPX

16:42 Conclusion and Final Thoughts


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The Business Growers: https://www.instagram.com/thebizgrowers/

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About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

With over 17 years in the MSP space, Aaron has lived the late nights, the ticket overload, the people challenges, and the constant pressure that founders face. After helping grow his MSP from $2.5M to $11.5M in revenue and expanding the team to 55 employees, he made a bold move to help other MSPs break through the ceilings holding them back.

In this episode, we unpack:

• The most common frustrations MSP leaders face, including lack of control, people challenges, stalled growth, and profit plateaus

• Why many founders unknowingly become the bottleneck in their own business

• What "right person, right seat" actually means and how it transforms team performance

• Real examples of how implementing EOS reduced chaos, improved accountability, and accelerated growth

• How to create clarity and alignment around vision so your entire team rows in the same direction

• Why vulnerability and willingness to change are non-negotiables for scaling

If you are an MSP owner feeling stuck, overwhelmed, or unsure how to get to the next level, this conversation offers both practical tools and honest insight from someone who has been in your seat.

Aaron also shares where to start, including the foundational EOS books Get a Grip and Traction, and how MSP leaders can book a complimentary 90-minute session to evaluate the strength of their business across six key components.

This episode is a must-listen for MSP founders who want to grow revenue, increase profitability, build accountability, and finally take a vacation without their laptop.

00:00 Introduction and Aaron's MSP background
03:05 Discovering EOS and the turning point
06:13 Common struggles MSP leaders face
09:01 The six key components of a strong business
11:49 Aligning vision and leadership teams
17:26 Real growth stories and people decisions
20:49 Accountability, freedom, and founder mindset
23:31 Where to connect and next steps

Subscribe to the Get More MSP Leads (formerly the Know, Grow, Scale) podcast for more insights designed specifically to help MSPs grow smarter and scale stronger.

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The Business Growers: https://www.instagram.com/thebizgrowers/ _________________________________________________________
About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com

In this episode of Know, Grow, Scale, host Laura Johns, founder of The Business Growers, shows MSP owners how to make automation a no brainer for you and your team.

Why avoiding automation is costing you time, money, and top talent

Where to start automating (without a dev team or big budget)

Simple wins you can implement today with tools you already use

How to get your team excited about automation instead of resisting it

If you're stuck in busywork, dropping balls, or scaling slower than you want, this episode gives you the clarity and tools to change that. Learn how smart automation can free up your team, wow your clients, and grow your bottom line.

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About The Business Growers  Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com/

In this episode Laura introduces Lydia Walker, the new COO of The Business Growers, and they talk through what it actually takes to scale an MSP past the point where the founder is the glue. Lydia spent 20 years inside telecom and MSP operations, including scaling Altaworx from a three-person agency into a fully owned customer business. She's been in the seat your next hire needs to fill.

This is also the first episode under the new name. Get More MSP Leads. Same mission, sharper focus.

IN THIS EPISODE:

• Why the visionary founder is often the ceiling their own business can't break through
• What Lydia learned scaling Altaworx the hard way
• Why MSPs that can't scale never took the growth phase seriously
• EOS, visionary vs. integrator, and why both matter for MSPs
• What "the hole in the boat" means and why Laura waited as long as she did to fill it

ABOUT LYDIA WALKER:
Lydia Walker is the COO of The Business Growers. She brings 20 years of operations leadership across telecom, managed mobility, and IT services. She spent over a decade scaling Altaworx before joining TBG to build the operational infrastructure that lets the business grow without Laura in every seat. Connect with Lydia: linkedin.com/in/lydiaawalker

ABOUT LAURA JOHNS:
Laura Johns is the CEO of The Business Growers. She spent nearly a decade as the marketing leader inside an MSP before founding TBG. Author of Know Grow Scale. Host of Get More MSP Leads. 60+ clients across 23 states.

Book a free Growth Session at thebusinessgrowers.com.

Get the book at amazon.com/dp/B0DFW781ZT

Ben dives into the importance of standardization, automation, and scaling for IT businesses and highlights the pivotal role of operations in driving profitability, customer satisfaction, and overall business growth. From transitioning from break-fix models to monthly recurring models to implementing streamlined processes, Ben offers actionable advice for IT company owners.

You'll learn why Google reviews are crucial for boosting your credibility and visibility online, and Laura will share specific strategies to get more positive reviews from your customers.

By following the tips discussed in this episode, you can harness the power of Google reviews to attract new clients and stay ahead of the competition.

Learn more about The Business Growers: www.thebusinessgrowers.com

Book a meeting with Laura Johns: www.go.thebusinessgrowers.com/discovery

• Pinpointing your ideal clients with laser precision
• How to stand out in the crowded MSP landscape
• Leveraging content marketing to become a recognized thought leader
  
  

Michael shares invaluable insights into building and leading successful sales teams within the IT and managed services sector. From overcoming challenges in educating clients about new technologies to navigating the competitive landscape, Michael provides practical advice for driving revenue growth.

Join us as we uncover the secrets to building a thriving sales team and achieving predictable revenue growth in the ever-evolving IT industry.

Your MSP sales rep is not the problem. Your process is. If you built your sales process around how you close deals as the founder, no rep will ever replicate it. This episode is the one to send your sales team.

IN THIS EPISODE:

• Why MSP sales reps keep failing and who is actually to blame
• The one thing keeping MSPs stuck below $10M
• Why 10 qualified prospects beat 30 bad ones every time
• The KPIs every MSP sales leader needs to track
• How to build a sales process that works without the founder in the room
• Why going upmarket changes everything about how you sell

ABOUT BRIAN STRONG:

Brian Strong is the CEO of Ten Hats, an MSP based in Knoxville, Tennessee. He scaled Ten Hats from $2M to $19M in five years by building a repeatable sales process that works without him. Twenty years in MSP sales. Sandler trained. Connect with Brian: linkedin.com/in/brian-strong

ABOUT LAURA JOHNS:

Laura Johns is the CEO of The Business Growers. She spent nearly a decade as the marketing leader inside an MSP before founding TBG. Author of Know Grow Scale. Host of Get More MSP Leads podcast.

Book a free Growth Session at thebusinessgrowers.com.

Get the book at amazon.com/dp/B0DFW781ZT

Discover the critical mistakes that cost MSPs thousands in lost revenue. Laura breaks down common pitfalls in proposals, pricing, and presentations, giving you the insights to win more deals and boost your bottom line.

Learn how to avoid these costly errors and finally achieve the growth you deserve.

➡️ Identify the top 3 proposal red flags that instantly turn off prospects.

➡️ Craft compelling proposals that differentiate your MSP from the competition.

➡️ Close more deals and increase your revenue with these proven strategies.

Stop losing deals and start winning! MSP owners and IT business leaders, watch now to discover how to optimize your sales process and secure more clients.

• Evolve with technology to stay competitive and win accounts.
• Use MSP partnerships as a scalable sales channel.
• Standardize vendor relationships to cut downtime and improve margins.
• Build trust through transparency and follow-through.
• Prioritize operational systems to handle revenue growth without chaos.
• Stay ready for what's next: SD-WAN maturity, 5G expansion, AI insights, and IoT optimization.

In this episode, Laura shares what stood out most from the event and how MSPs can apply these lessons to strengthen their marketing, improve client relationships, and grow with purpose.

You'll hear about:

1. Why local search still matters most

2. The importance of building and nurturing your own list

3. How to align your message with each stage of the buyer's journey

4. Why focusing on client experience leads to growth

5. How consistent, layered strategies outperform one-time tactics

If you're an MSP owner, marketer, or sales leader, these insights will help you focus on what really drives lasting growth.

🎧 Listen for a simple, practical recap of what's working for MSPs right now.

____________________________________________________ About The Business Growers  Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth. Visit us at https://thebusinessgrowers.com/

Netverge was born out of real operational challenges, like excessive alerts, project delays, and time-consuming troubleshooting. Rather than adding another tool to the tech stack, Netverge consolidates key MSP functions into one AI-powered platform. The conversation covers:

- Why traditional monitoring tools overwhelm engineers 

- How Netverge prioritizes real issues over false alarms

- The role of AI agents in reducing manual troubleshooting

- Built-in SOPs and structured documentation for faster support

- How Netverge eliminates the need for multiple disjointed tools

- Real-time dashboards, performance insights, and proactive alerting

Jim also gives a live walkthrough of the platform, showing how it helps MSPs save time, reduce distractions, and improve service quality.

Learn more or book a demo: https://netverge.com/

Follow The Business Growers: https://www.instagram.com/thebizgrowers/

About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on the marketing strategy and execution required to scale the business. At The Business Growers, we believe you shouldn't have to hire a full-time marketing team to compete in the marketplace. We work exclusively with MSPs and IT companies, serving as their tech marketing dream team and offering a proven framework for revenue growth.

Visit us at https://thebusinessgrowers.com/ 

• Shares her motivation for writing this essential guide for IT service providers
• Gives an overview of the book's structure and main themes 
• Highlights key takeaways that can transform your MSP marketing strategy 
• Discusses how the book bridges the gap between technical expertise and marketing know-how

🎯 Perfect for: MSP owners, IT business leaders, tech entrepreneurs, and anyone interested in the intersection of IT and digital marketing.

📘 Want to get your hands on "Know Grow Scale"? Get your copy now: https://bit.ly/4gZVWLI

🔍 Discover why Laura's 20+ years of experience in tech marketing makes this book a must-read for anyone looking to grow their IT business. ___________________________________________________________________________

Want to learn how to enhance your MSP's client experience and drive growth? Get your FREE one-on-one Growth Acceleration Session. https://go.thebusinessgrowers.com/schedule-now

If you qualify for the session, we can show you in just ONE HOUR exactly what you need to do to improve your client experience and scale your MSP or IT business sustainably. About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on enhancing client experience and executing strategies required to scale the business. At The Business Growers, we believe you shouldn't have to navigate the complexities of client experience alone. We work exclusively with MSPs and IT companies, serving as their CX dream team and offering a proven framework for revenue growth through exceptional client experiences.

Visit us at www.thebusinessgrowers.com

Learn how to transform your MSP's sales approach from struggling to thriving with Jennifer's battle-tested insights and strategies. Whether you're just starting out or looking to scale your existing MSP, this episode provides great advice for driving sustainable growth through improved sales performance.

Connect with Jennifer with the following links below! 
- Book Plus Bonus: https://mspsalesrevolution.com/book-plus-bonus/
- Facebook Page: https://www.facebook.com/jennifer.g.bleam
- LinkedIn: https://www.linkedin.com/in/bleamjennifer/

 Subscribe for more expert advice on scaling your MSP or IT company! #MSPSales #ITBusinessGrowth #TechServiceScaling __________________________________________________________________________

Want to revolutionize your MSP's sales approach? Get your FREE one-on-one Growth Acceleration Session.

https://go.thebusinessgrowers.com/schedule

If you qualify for the session, we can show you in just ONE HOUR exactly what you need to do to improve your sales process and scale your MSP or IT business sustainably. About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they lack effective sales strategies and processes. 

At The Business Growers, we believe you shouldn't have to navigate the complexities of MSP sales alone. We work exclusively with MSPs and IT companies, serving as their growth partner and offering a proven framework for revenue growth through exceptional sales strategies and execution.

Visit us at www.thebusinessgrowers.com

Mark shares how Datagate makes telecom billing easier by integrating directly with the tools MSPs already use. The goal is simple. Help MSPs bill everything in one place, under their own brand, and eliminate the back-office headaches that slow down growth.

You'll hear:

• How Datagate got its start and found product-market fit early on

• Why unifying billing helps MSPs grow faster and keep customers longer

• What separates the MSPs who scale from the ones who stall

• Real examples of how automating billing led to more revenue without more staff

• Why AI and automation are changing the future of billing

If you're serious about growing your MSP, this episode will give you a new way to think about billing as a growth lever instead of just an admin task.

Listen in for a practical, CEO-to-CEO conversation about solving real problems and scaling smart.

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About The Business Growers: Many Managed Services Providers and IT companies struggle to grow because they are constantly putting out fires and don't have the bandwidth to focus on enhancing client experience and executing strategies required to scale the business. At The Business Growers, we believe you shouldn't have to navigate the complexities of client experience alone. We work exclusively with MSPs and IT companies, serving as their CX dream team and offering a proven framework for revenue growth through exceptional client experiences.

Find GoodJob:

Website: www.goodjob.io

Instagram: https://www.instagram.com/thegoodjobteam/

Facebook: https://www.facebook.com/thegoodjobteam/

App Store: https://apps.apple.com/us/app/goodjob-swipe-match-hired/id1518361677