It's a Numbers Game

Adam Morris and Daniel Welling discuss how MSPs can offer compliance as a service to differentiate and create recurring, high-margin revenue, joined by Dom Haughton (Brigantia Partners) and Alastair Goodwin (Adoptech).

They explain that MSPs are increasingly asked by customers for certifications such as Cyber Essentials, ISO 27001, ISO 9001 and ISO 42001, but often avoid selling them due to perceived documentation burden and lack of in-house compliance expertise. Adoptech's guided, automated platform and "done-for-you" delivery model aim to shorten ISO 27001 delivery to 8–12 weeks and reduce costs versus traditional consultants, while enabling MSPs to wrap professional services around technical remediation identified through gap analysis. Partners report adding roughly 25–30% margin, with growing demand in regulated sectors and supply chains (e.g., legal, finance, automotive).

00:00 Compliance as a Service Intro

01:32 Why MSPs Should Care

02:36 How MSPs Get Started

04:01 Market Awareness Today

05:37 Productising Compliance

07:09 Automation Removes Friction

08:20 Pricing Mindset Interlude

09:25 Delivery Models and Partnering

13:33 Margins and Upsell Opportunities

18:04 Selling Value and Positioning

23:22 Target Sectors and Demand

28:16 Is It Worth It at Small Scale

31:08 Wrap Up and Contact Details

Connect with Dom Houghton on LinkedIn by clicking here – https://www.linkedin.com/in/domhaughton/

Connect with Alastair Goodwin on LinkedIn by clicking here – https://www.linkedin.com/in/alastair-goodwin-b165894/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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Daniel Welling welcomes back cybersecurity advisor Adam Pilton (Heimdal Security) for a masterclass on cyber tabletop exercises. Adam defines a tabletop as a staged rehearsal where senior leaders and key responders use the organisation's incident response procedure while a facilitator introduces evolving information, aiming to build confidence, stress-test decision-making, and improve communication. They discuss common failures like missing or outdated incident response plans, the facilitator's role in preparing and tailoring scenarios, and differences between SMEs (often using pre-made exercises) and enterprises (more tailored). MSPs should participate, with the on-the-day MSP representative not knowing what comes next, and facilitation can be segmented to reduce bias. Success means surfacing lessons learned, and Adam recommends at least annual exercises, ideally quarterly, including smaller segments within QBRs. He outlines six pillars of effective incident response and highlights the MGM incident as a communication case study.

00:00 Welcome and Guest Intro

01:20 Tabletop Exercises Defined

03:13 Game vs Serious Stress

04:20 Incident Plan Pitfalls

06:29 Facilitator Prep and Tailoring

10:51 SME vs Enterprise Approach

12:26 MSP Role and Independence

15:10 What Success Looks Like

17:01 Where and How Often

19:40 Packaging as Recurring Service

22:21 Six Pillars Framework

24:48 Communication Case Study MGM

28:27 Selling Security Upgrades

30:32 Wrap Up and Contact

Connect with Adam Pilton on LinkedIn by clicking here –https://www.linkedin.com/in/adampilton

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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Dave discusses how Flotek scaled its finance and billing operations from a simple setup (a bookkeeper and a director overseeing finances) to a more structured team while growing rapidly through acquisitions. He explains their philosophy that client-facing billing is part of service delivery, with SLAs and a "wow" mindset to protect relationships and reduce friction from invoice errors. The conversation covers challenges of cost-of-sale reconciliation amid inconsistent vendor billing, the need to accept imperfect acquisition data, and using standard cost models and monthly margin monitoring (with more precision where margins are tighter, like Microsoft). They emphasise simplifying vendors/products, building processes and controls across sales, projects, and finance, capturing historical billing data, and balancing automation with necessary manual review. Dave notes they reached £18M revenue in 3.5 years and wishes he had hired earlier, stressing upfront investment in scalable systems, culture, and pricing for long-term growth.

00:00 MSP Finance at Scale

00:50 Early Acquisition Setup

01:47 Billing as Customer Service

05:24 Wow Factor and Trust

08:17 Cost Reconciliation Reality

10:14 Standard Costs and Margins

14:45 Automation and AI Tools

17:39 Limiting Complexity

19:53 Team Size and Reporting Depth

23:24 Sales Ops to Finance Handoff

27:46 Lessons from Rapid Growth

29:32 Closing and Contact

Connect with Dave Middleton on LinkedIn by clicking here – https://www.linkedin.com/in/david-j-middleton/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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Dave joins the podcast to discuss Flotek's M&A journey, having completed 14 acquisitions in three and a half years, and argues the MSP market is diverse, fragmented, and active, with frequent inbound opportunities. He explains deal sourcing through SEO, brokers, network reputation, and supplier referrals, and stresses sellers should do due diligence on buyers. Flotek prioritises cultural and values alignment before numbers, then evaluates stability, cash flow, customer loyalty, customer satisfaction, geography, organic growth, and vendor/tech-stack fit, with a relentless focus on thorough integration. Post-sale, they reassure staff through one-to-ones, emphasise career growth in a larger business, and use phased service integration (often months 6–12) plus strong account management to reduce churn, while acknowledging some customers prefer small-MSP intimacy. On valuation, Dave says it depends on timing and competition, advises not fixating on price versus deal structure and certainty, and notes recurring revenue and longer contracts generally improve value.

00:00 Welcome and Goals

00:51 Biggest M&A Takeaways

01:57 Deal Flow and Market Supply

03:29 Sourcing Acquisition Leads

05:35 Buyer Due Diligence

06:48 Culture Fit First

07:53 What Buyers Look For

09:46 Integration and Tech Stack

13:51 Pipeline Timing and Dating

16:32 Post Sale Integration Playbook

20:16 Customer Retention and Churn

24:41 Valuation Versus Deal Structure

28:00 Wrap Up and Contact

Connect with Dave Middleton on LinkedIn by clicking here – https://www.linkedin.com/in/david-j-middleton/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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In this episode, the hosts Adam and Daniel are joined by PR consultant Rahme to discuss an upcoming 2026 collaboration and unpack what PR means for MSPs and vendors: public relations as audience-focused communication that builds reputation, brand awareness, and relationships with influencers such as reporters, editors, analysts, and advisors. They contrast PR with marketing, using a white paper as an example of content that marketing deploys for lead generation while PR uses it to pitch thought leadership and earn coverage, and they explore how PR success is measured through exposure, publication quality, message pull-through, and effects like SEO rather than direct sales attribution. They stress getting fundamentals right (clear positioning, aligned website and social messaging), planning quarterly communications tied to business goals, developing media relationships, and preparing for crisis communications. They also address AI as both an accelerator and a reputational risk in content creation.

00:00 Welcome and Partnership

00:52 What PR Really Means

04:32 PR vs Marketing Lines

08:03 Measuring PR Impact

13:41 Who Should Use PR

17:43 Earned vs Paid Coverage

21:04 Getting Started with PR

24:31 Relationships and Crisis Prep

26:49 AI in the PR World

32:08 Contact and Wrap Up

Connect with Rahme Mehmet on LinkedIn by clicking here – https://www.linkedin.com/in/rahmemehmet/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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Chris joins Daniel and Adam to discuss Patrick Lencioni's Working Genius assessment, a 40-question framework about where people get energy and joy at work, contrasting it with tools like Myers-Briggs and DISC (communication preference). He explains the WIDGET model: Wonder (identify gaps), Invention (generate ideas), Discernment (judge ideas), Galvanizing (rally action), Enablement (help others move work forward), and Tenacity (drive to completion), plus how each person has two geniuses, two competencies, and two frustrations. They cover applying the model in MSPs to improve role fit, career progression (e.g., L1 vs escalations, sales vs sales management), meeting focus (strategy vs tactics), recruitment language, and reducing burnout through intentional time spent in frustration areas.

00:00 Introductions and Banter

00:23 Why Working Genius

02:08 WIDGET Overview

02:32 Wonder and Invention

03:18 Discernment and Galvanizing

04:13 Enablement and Tenacity

05:45 Genius Competency Frustration

07:50 Applying it to Meetings

09:17 Business Gaps and Stages

10:25 Every Job Uses All Six

12:04 Role Fit Sales Example

14:37 Technicians Need Clarity

15:07 Clarity Versus Escalations

15:50 Valuing Level One Talent

17:06 Career Paths and Intentionality

18:17 Time Blocking for Strengths

19:46 Hiring Amid Talent Shortage

22:00 Do Your Results Change

25:21 Engineering into Sales

28:40 Right Seats and QBRs

30:23 DISC Versus Working Genius

32:27 Wrap Up and Contact

Connect with Chris Cook on LinkedIn by clicking here – https://www.linkedin.com/in/cookechris

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/

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Loneliness Is the Tax You Pay for Autonomy: The Hidden Cost of Business Ownership

Adam and Daniel depart from the usual guest format to discuss the often-ignored loneliness of business ownership, especially in MSPs. They frame autonomy as rewarding but inherently tied to responsibility, asymmetrical relationships, and an unshared cognitive load that leaders can't fully offload to employees or spouses. Adam reads an essay, "Loneliness is the Tax You Pay for Autonomy," arguing loneliness is a byproduct of authority and care, not weakness, and can be offset through structures like EOS, shared vision, peer groups, mentors, therapists, and healthier communication rhythms. They reflect on regrets about not understanding these dynamics earlier, the mixed value and potential competitiveness of peer groups, and the nuanced pros and cons of having a business partner. They close by emphasising authenticity, balancing the "tax" with rewards, and appreciating the journey.

00:00 Why This Episode

00:40 Loneliness at the Top

02:41 Autonomy Loneliness Essay

07:14 Regrets and Recognition

09:23 Naming the Hidden Cost

10:35 EOS and Shared Vision

12:43 Peer Groups and Pitfalls

14:59 Business Partners Debate

19:02 Mentors and Support Systems

23:29 Vulnerability and Balance

25:29 Enjoy the Journey

27:24 Closing and Connect

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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In this episode, we welcome Nils, co-founder of Ironbridge, to discuss the transformative potential of AI for Managed Service Providers (MSPs). Nils shares his extensive background and experience in scaling businesses and investing in tech startups. He elaborates on how MSPs can leverage AI to revolutionise their operating models, scale efficiently, and deliver new, high-value services. The conversation covers the transition from traditional IT infrastructure to AI-driven solutions, the importance of strategic partnerships with clients, and actionable steps MSPs can take to stay ahead. Nils also highlights the unique role MSPs will play in the AI era, becoming indispensable partners for SMBs and SMEs by integrating AI into their operations and offering consultative, outcome-based solutions.

00:00 Introduction and Greetings

00:58 Nils' Background and Experience

02:37 The Role of AI in MSP Development

03:59 Changing the Commercial Model for MSPs

06:07 The Unique Opportunity for MSPs with AI

08:30 Implementing AI in MSP Operations

12:42 Challenges and Strategies for MSPs Adopting AI

14:13 The Future of MSPs in the AI Era

16:33 Practical Examples and ROI of AI Implementation

29:35 Final Thoughts and Contact Information

Connect with Nils Howland on LinkedIn by clicking here – https://www.linkedin.com/in/nilshowland/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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Join us as we chat with Justin Esgar about the ACEs Conference, an event designed to help MSPs (Managed Service Providers) grow their businesses with a focus beyond just technological skills. Justin shares his journey in founding the conference, designed originally for Apple consultants but open to all. He talks about the unique business-oriented aspects of the conference, the importance of non-technical skills, and the vibrant community it nurtures. Additionally, he discusses the scholarship in honour of his late father and hints at future plans for geographical expansion. The conversation also touches on some lighter notes, such as Justin's potential guest-hosting role and his enthusiasm for British television.

00:00 Introduction and Welcoming Justin

00:19 Practicing the Podcast Introduction

01:20 Discussing the ACEs Conference

04:13 The Unique Focus of ACEs Conference

04:59 History and Evolution of ACEs Conference

06:25 Business Growth and Success Stories

11:06 Employee Development and Training

16:59 Challenges and Differences in Conference Attendance

23:02 Honouring a Legacy: The Edward Esgar Scholarship

24:37 Final Thoughts and Farewell

Connect with Justin Esgar on LinkedIn by clicking here – https://www.linkedin.com/in/justinesgar/

Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

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In this podcast episode, Nicola Moss, a marketing expert, discusses effective budgeting strategies for marketing within Managed Service Providers (MSPs). She highlights the differences in budget allocation and approaches between small and large MSPs and provides a practical guide on setting annual marketing budgets based on percentages of turnover and desired outcomes. Nicola emphasises the importance of consistent spend and strategic investment in various marketing activities, including events, webinars, and referral marketing. She also touches on the integrality of marketing in generating ROI, domain authority, and managing client relationships to sustain long-term growth. The episode offers valuable insights for MSPs looking to optimise their marketing budgets and achieve significant returns on their investments.

00:00 Introduction and Setting the Stage

00:49 Budgeting for Different Sizes of MSPs

03:15 Setting Annual Marketing Budgets

05:58 Calculating ROI and Budget Allocation

08:59 Effective Marketing Strategies for MSPs

11:10 The Importance of Consistent Marketing Efforts

14:16 Leveraging Tools and Partnerships

21:01 Measuring Marketing Effectiveness

35:32 Final Thoughts and Contact Information

Connect with Nicola Moss on LinkedIn by clicking here – https://www.linkedin.com/in/nicola-moss-b0a1502/

Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/danielwelling/

Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/

Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/

MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team

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MSP golf day 12/03/26 – register at https://mspgolf.co.uk/