How do you get more MSP clients without burning your market? You stop counting outbound touches and start counting the conversations where you knew something true about the buyer.

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.

✉️ [email protected]

#MSPMarketing #MSPSales #OutboundSales #GetMoreMSPLeads #ManagedServices

More leads will not fix a sales pipeline nobody is working. That is the lesson from a recent client visit where Laura Johns and her COO, Lydia Walker, found hundreds of open quotes sitting untouched inside a multi million dollar MSP. 

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.

✉️ [email protected]

#MSPSales #SalesPipeline #ManagedServices 

MSPs can add mobile connectivity as a new recurring revenue line without learning how to run a wireless network. That's the case Brian Latchford, CEO and founder of Atomic Mobile, makes in this episode of Get More MSP Leads. He also flags the biggest mistake he sees MSPs make.Brian has launched over 100 MVNOs and built Atomic Mobile to defrag a mobile industry so fragmented that most brands don't know where to start.Follow him on LinkedIn: https://www.linkedin.com/in/brianlatchford/🌱 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/gro...📖 Get my book - Know Grow Scale: https://www.amazon.com/dp/B0DFW781ZTConnect with me on LinkedIn: https://www.linkedin.com/in/laurapickardjohns/

#MSP #ManagedServices #MVNO #Telecom #MSPGrowth

Brian Strong scaled Ten Hats from $2M to $19M in five years. His team now closes over 50% of deals without him in the room. Here is what he changed.

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

If you're still the one holding everything together at your MSP, that's not a leadership problem. It's a structure problem.

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

Join us on this episode of Get More MSP Leads (formerly the Know, Grow, Scale podcast) as Laura Johns sits down with Aaron Garcia, former MSP COO turned EOS Implementer, to talk about what it really takes to scale an MSP without burning out.

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 the Know Grow Scale podcast, Laura Johns, founder and CEO of the Business Growers, discusses the importance of MSPs mastering a vertical or niche to transform their pipeline and improve sales conversions. She touches on the common fears MSPs have about limiting themselves and provides practical steps for successfully specializing in a vertical. Laura explains key elements required for this strategy, such as niche-specific websites, case studies, video testimonials, email marketing, and more. By following these steps, MSPs can position themselves as experts, build trust, shorten sales cycles, and increase lead quality. Laura also hints at the timeline for gaining momentum and when to consider adding another vertical.

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

In this episode of the Know Grow Scale podcast, Laura Johns, founder and CEO of The Business Growers, interviews Matt Yesbeck of MSPX about innovative solutions for MSP growth. Matt introduces MSPX, the first unified marketplace for buying and selling managed services contracts, and shares the company's origin story and unique value propositions, including its Client Compass portfolio optimizer tool. The discussion also delves into the platform's subscription model, the process of identifying contracts for divestiture, and the potential for accelerated revenue through their marketplace. Tune in to learn how MSPX can help your MSP streamline operations and grow more effectively.

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


_________________________________________________________
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, Laura Johns sits down with Gadalia O'Bryan, founder and CEO of Dapple Security, an early-stage cybersecurity startup reshaping how businesses log in securely. With a bold mission to eliminate passwords and a channel-first model that empowers MSPs, Gadalia is leading the charge toward more human-centered digital security.

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