In this episode of the All Things MSP podcast, hosts Justin Esgar and Eric Anthony sit down with Ryan Renzella, Director of Business Development at Machado, to tackle one of the most challenging aspects of running a Managed Service Provider: Sales. Specifically, we dive deep into "Top of Funnel" sales motions—the crucial first step in moving from a referral-based business to a predictable, high-growth engine.For many MSP owners, sales can feel like a dirty word. We often rely heavily on word-of-mouth and referrals, which, while valuable, are impossible to scale predictably. Ryan breaks down the mechanics of building a robust sales funnel, explaining why waiting for the phone to ring is a strategy for stagnation. The conversation explores the practical differences between marketing and sales, how to identify your ideal customer profile (ICP), and the specific tactics you can use to initiate conversations with cold prospects.We also discuss the mindset shift required to embrace proactive selling. It’s not about being pushy; it’s about solving problems for businesses that don’t even know you exist yet. Whether you are a one-person shop looking to hire your first sales rep or an established MSP trying to break through a revenue plateau, this episode provides actionable insights to help you fill your pipeline and close more deals.Connect with our Hosts and Guest:Ryan Renzella: https://www.linkedin.com/in/ryan-renzella/
Machado: https://gomachado.com/
Justin Esgar: https://www.linkedin.com/in/justinesgar/
Eric Anthony: https://www.linkedin.com/in/esanthony/

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