In this episode of Syncronized, host Brandon Garcin sits down with Russell Smith, vCIO at Advantage Industries. They explore how managed service providers (MSPs) can move beyond break-fix support and become strategic partners by aligning technology planning with core business goals. Russell explains how the role of IT has shifted from a cost center to a growth driver, especially as artificial intelligence and automation become more accessible for small and mid-sized businesses.

Russell details how focusing on priorities, people, and processes—before considering products—helps MSPs uncover what truly matters to clients. He shares stories where listening and targeted problem-solving led to simple, high-impact solutions, building trust and long-term relationships. Instead of pushing generic tools, Russell encourages a discovery-led approach that digs into business pain points, then matches technology to real needs.

The conversation also covers practical ways MSPs can foster ongoing collaboration, such as educational webinars and agile project management. Russell emphasizes empathy, clear communication, and the value of regular, forward-looking planning sessions over traditional quarterly reviews. This episode is a guide for MSPs who want to deliver lasting value and become trusted advisors.

In this episode of Syncronized, host Brandon Garcin sits down with Bryant Tow, Chief Security Officer at Leapfrog Services. They explore the expanding “galaxy” of AI and what it means for managed service providers and IT teams. Bryant breaks down why rushing to adopt AI for its own sake often backfires, comparing it to buying a new saw before you have anything to cut. He stresses the value of starting with real business needs, building strong governance, and focusing on cyber hygiene before layering on new technology.

Bryant shares how most AI risk stems from everyday users and third-party vendors, not just the core technology. He explains why MSPs should “stay in their lane” by enabling productivity, managing infrastructure, and supporting data security—while letting clients lead on business process changes. Bryant highlights the importance of readiness assessments, clear policies, and keeping close watch on how data moves both inside and outside the organization.

The conversation turns to the rising threat of AI-powered phishing attacks and the need for practical defenses. Bryant shares his perspective on recent incidents and reminds listeners that basic vigilance and strong frameworks still matter most, even as tools evolve. The episode offers a grounded look at how MSPs can help clients adopt AI safely and productively, without losing sight of security or business priorities.

In this episode of Syncronized, host Brandon Garcin sits down with Dor Eisner, CEO and Co-Founder at Guardz. Together, they explore the changing landscape of cybersecurity for managed service providers (MSPs) as artificial intelligence becomes a daily reality for both attackers and defenders.

Dor shares why AI is a double-edged sword in the security world, driving up both the speed of attacks and the tools available for defense. He explains how the shift from siloed tools to unified data lakes helps MSPs make sense of the flood of alerts, automate threat detection, and respond faster. Dor also highlights the importance of people and process, not just technology, in building a modern, resilient operation.

The conversation ends with a look at the future: connected security ecosystems, the evolving role of technicians, and practical steps for MSPs to build a culture that embraces AI. Dor urges leaders to inspire their teams and learn from other industries, setting the stage for smarter, more effective security.

Making the leap from technical expert to CEO requires more than just business knowledge—it demands a fundamental shift in mindset. In this episode, Janice Mahlmann, CEO of August eTech, shares her 24-year journey from network engineer to successful MSP leader and offers practical insights for technical professionals ready to step into executive roles.

Janice breaks down the transition into five key areas: shifting from problem-solver to strategic thinker, developing essential soft skills, focusing on sustainable growth, building a strong company culture, and finding the right balance between technical expertise and business leadership. She emphasizes the importance of hiring experts in areas like HR, accounting, and sales while maintaining enough technical knowledge to guide the business effectively.

The conversation reveals critical delegation, financial planning, and client evaluation lessons. Janice discusses why MSPs must standardize services, build financial cushions, and sometimes walk away from unprofitable clients. Her approach to staying technical while scaling demonstrates how leaders can maintain their passion for technology while successfully growing their organizations from solo operations to 25-person teams.

In this episode of Syncronized, host Brandon Garcin sits down with Erik Haas, Vice President at designDATA, to explore how MSPs can define and engage with their ideal customer profile (ICP). Erik challenges the common practice of accepting any client willing to pay, explaining that identifying your ICP early creates focus that drives profitable growth across every department.

The episode explores why ICPs should influence more than just marketing — they should shape service delivery, hiring decisions, and even product development. Erik shares practical strategies for understanding not just the technical requirements of prospects, but their business goals, cultural fit, and partnership expectations.

Both Brandon and Erik emphasize the power of transparency in client relationships, discussing how clear communication capabilities and limitations build trust. They also explore how a well-defined ICP empowers sales teams to confidently pursue the right prospects and walk away from poor fits, creating healthier client relationships and more efficient operations. For MSPs looking to scale, this episode offers actionable insights on building a cohesive business strategy around the types of clients you serve best.

In this episode of Syncronized, Brandon Garcin talks with Josh Fricovsky, Engineering Director at Cortavo, about elevating the customer experience within an MSP. Josh emphasizes that customer experience (CX) should be treated as a core product, a key differentiator in a competitive market. He advocates for moving beyond a break-fix mentality and becoming a strategic partner for clients.

Josh shares practical strategies for enhancing CX, such as finding the "path to yes" by prioritizing solutions and compromises. He encourages MSPs to look for opportunities to add value in every customer interaction, from resolving technical issues to sharing educational content. Building a customer-centric culture within the organization is also key. This involves breaking down silos between departments and fostering collaboration.

Josh also discusses the importance of constant value demonstration. He advises against relying solely on quarterly business reviews (QBRs) to highlight your MSP's worth. Instead, he suggests regular reporting and communication to reinforce your value and maintain strong client relationships. This proactive approach helps build trust and positions your MSP as a true partner invested in the client's success.

This episode of Syncronized tackles the challenging IT staffing landscape, focusing on recruiting and retention for Managed Service Providers (MSPs). Host Brandon Garcin and guest James Horne, Sr. Director of Delivery at AxiomPath, discuss the increasing skill gaps, diverse tech requirements, and the difficulties MSPs face in attracting and retaining top talent. James emphasizes the importance of understanding company culture, vision, and team dynamics when hiring. He advocates for building strong client relationships and tailoring recruiting strategies to each MSP's specific needs.

James and Brandon explore the evolving role of AI in recruiting, including its benefits and potential pitfalls. They discuss how AI can automate tasks like transcribing calls and generating candidate summaries, freeing recruiters to focus on building relationships. They also touch on the importance of human interaction in the hiring process and the need for candidates to avoid over-reliance on AI-generated resumes.

Finally, the conversation shifts to the concept of an "elastic bench," a flexible staffing model allowing MSPs to scale their workforce up or down as needed. James highlights the benefits of this approach, particularly for project-based work and adapting to rapidly changing market demands. This model allows MSPs to offer a wider range of services while maintaining control over costs and overhead.

On this episode of Syncronized, host Brandon Garcin and Bryant Tow, Chief Security Officer at Leapfrog Services, discuss the often overlooked aspects of cybersecurity. Many businesses view cybersecurity as simply having the right tools. Bryant argues this is a flawed approach. True security requires a holistic strategy — the “ring of security” — encompassing people, processes, technology, and governance. He emphasizes that neglecting governance is often the root cause of major security breaches, citing the Equifax breach as a prime example.

Bryant highlights the importance of MSPs understanding and communicating this broader perspective to clients, who often mistakenly believe existing IT services cover comprehensive security. This presents an opportunity for MSPs to offer higher-margin security services focused on governance, including training and policies tailored to each organization.

Finally, Bryant discusses the need for clear communication about risk, especially with C-suite executives. This requires moving beyond technical jargon and focusing on potential financial impact and material loss. He advocates for a shared understanding of security across the organization, leading to better buy-in and improved outcomes.

In this episode of Syncronized, Brandon welcomes Corbitt Grow, Director of Business Development at Anderson Technologies, to explore how MSPs can scale their sales operations as they mature. Corbitt shares insights from his experience at a mid-tier MSP, highlighting the critical transition from early-stage "sell anything to anyone" approaches to more strategic, targeted growth strategies.

The conversation examines how MSPs can expand service offerings while maintaining focus on recurring revenue. Corbitt explains how Anderson Technologies developed a service catalog by breaking down comprehensive offerings into specialized services that serve as entry points for new client relationships. He emphasizes that even project-based work should be viewed as a pathway to long-term managed services contracts.

Corbitt outlines the importance of cross-departmental collaboration in sales success. By involving technical team members early in sales conversations, MSPs can prevent overpromising and ensure alignment between what's sold and what's delivered. This team-based approach creates trust both internally and with clients.

The discussion also addresses the challenges of hiring and growth transitions. Rather than focusing solely on technical knowledge, Corbitt recommends finding sales professionals who speak the language of target industries. He describes the MSP sales process as a "slow burn" requiring patience, relationship-building, and a commitment to trust as the foundation for successful client partnerships. Listen to the full episode to discover more strategies for scaling your MSP sales team.

In this episode of Syncronized, Brandon sits down with Travis Johnson, VP of Technology Operations at Infracore, to explore the overlooked world of contract management and negotiation for MSPs. Travis breaks down why contracts are more than just paperwork—they’re a strategic tool for protecting margins, avoiding unnecessary costs, and ensuring long-term business health.

Travis explains why many MSPs treat contracts as a "set and forget" process, missing key opportunities to optimize spending and eliminate redundant services. He shares actionable insights on tracking agreements, negotiating better terms, and leveraging competition among vendors to secure the best deals. His hands-on experience has helped businesses save significant amounts, sometimes even preserving jobs through smarter cost management.

Finally, Travis highlights the hidden pitfalls in contracts, from automatic renewals to unclear indemnification clauses. He offers practical advice on reading the fine print, asking the right questions, and approaching negotiations with confidence. This episode is packed with must-know insights for MSPs looking to strengthen their financial strategy.