Explore every episode of the podcast It's a Numbers Game
| Title | Pub. Date | Duration | |
|---|---|---|---|
| EP143 – From Chaos to Traction - How EOS Builds Better More Valuable MSPs with Larry Garcia | 21 Sep 2026 | 00:28:48 | |
In this podcast episode, Daniel Welling and Adam Morris speak with Larry Garcia about the rise of EOS (Entrepreneurial Operating System) among MSPs, attributing its popularity to MSPs' productivity mindset and EOS's prescriptive framework for running a business. They explain EOS's origins in Gino Wickman's book Traction, its core components (vision, traction, and a healthy organisation), and its scale (tens of thousands using implementers and 300,000+ companies following it). Adam and Larry share how EOS improved profitability and valuation, including an acquisition that credited EOS maturity with a higher multiple and reduced operational hiring needs. They discuss common implementation failures (not reading the book, partial adoption, lack of weekly rhythm), tool support via software like Strety integrated with MSP ecosystems, and tips: read the book, start with one tool, maintain consistency, and define core values for hiring and reviews. 00:00 Welcome and EOS hype 00:22 Why MSPs love EOS 02:02 What EOS is in a minute 03:14 MSP pricing mindset break 04:19 Adoption stats and profit impact 05:18 EOS basics vision traction health 07:17 Why implementations fail 08:23 Tools and software options 11:19 Getting unstuck with EOS tools 13:18 Read the book and iterate 15:21 Tailoring EOS and alternatives 19:29 Success stories and consistency 23:57 Top tips and core values 24:40 Contact and Stret origin story 25:59 Coffee farm wrap up
Start your Strety free trial at https://2.strety.com/daniel-welling-dbf459/join
Connect with Larry Garcia on LinkedIn by clicking here – https://www.linkedin.com/in/lgarcia314/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP142 – MSP Global, M&A, Specialisation and the Power of Meeting People with Christian Jaeger | 08 Sep 2026 | 00:32:58 | |
Podcast hosts Daniel and Adam interview Christian (CloudFest/MSP Global) about parallels between cloud hosting and today's MSP M&A market, describing how private equity funding drove consolidation into a few large platforms while new niche specialists emerged and were later acquired. Christian argues MSPs should stay optimistic because customers still need trusted advisors amid security complexity and AI-driven change; MSP optimism in their "State of the MSP" report is around 4.3/5. For MSP owners, he suggests moving toward recurring subscription revenue and specialising by industry or capability to increase value to buyers. The conversation also explains why MSP Global exists: a vendor-diverse expo, strong education, and facilitated networking designed for introverts, with an international European focus (dozens of nations, including UK and US attendees). He advises attendees to use the event app, pre-plan sessions and meetings, be open about goals, and network proactively. 00:00 Pre Show Setup 00:33 Welcome And Agenda 01:09 Hosting Vs MSP Consolidation 04:53 Niche Startups After M&A 07:06 Why MSPs Stay Essential 10:59 Advice For MSP Owners 15:04 Why Another MSP Event 16:15 Event Pillars Expo Learn Network 19:45 Global Community And Partnerships 25:13 How To Maximise Attendance 28:40 Wrap Up And Final Tips Learn more and register for MSP Global at https://registration.mspglobal.com/registration?code=WELLING Connect with Christian Jaeger on LinkedIn by clicking here – https://www.linkedin.com/in/christianjaeger/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP141 – How MSPs Can Turn Client Testimonials into a Marketing Engine with James Steel | 24 Aug 2026 | 00:31:52 | |
In this podcast episode, Daniel interviews James Steel of MSP Testimonials about using video testimonials to create reusable marketing assets for MSPs, building on a prior episode about written case studies. They discuss common objections (not wanting to bother clients and not knowing what to do with the content) and emphasise that clients often respond positively when asked, especially with clear expectations and an easy process. James outlines a streamlined workflow: a warm intro, a simple email, a booking form (e.g., Calendly), and a recording guide focused on natural light and basic framing, with minimal gear. He explains a repeatable interview "story arc" (business context, prior pain, decision point, onboarding, results with numbers, and recommendation) and highlights the value of transcripts for repurposing into case studies, website pages, YouTube/LinkedIn posts, quotes, shorts, and SEO/chat-search visibility, encouraging MSPs to build a library of at least six stories and a company-wide culture of capturing positive feedback.
00:00 Welcome and Setup 00:29 Why Video Testimonials Matter 02:00 Overcoming the Ask Anxiety 04:08 Outreach Email and Booking Flow 06:48 Client Prep and Recording Guide 08:25 Putting Clients at Ease 11:35 Testimonial vs Case Study 13:02 On-Camera Setup and Coaching 16:13 Interview Questions Story Arc 18:24 Building a Testimonial Library 21:03 Distribution and SEO Repurposing 23:42 Tools for Shorts and Editing 26:23 Wrap Up and Resources
MSP Testimonials free toolkit download – https://msptestimonials.com/itsanumbersgame
Connect with James Steel on LinkedIn by clicking here – https://www.linkedin.com/in/james-steel-8964947/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP140 - Why MSP Security Needs to Be Simpler with Shaun Farrow of Arctic Wolf | 16 Aug 2026 | 00:21:32 | |
Dan speaks with Sean Farrow of Arctic Wolf about the fast-changing MSP cybersecurity landscape and Sean's move from a 15-year MSP career, most recently as security practice lead, to the vendor side. Sean explains how gaps in an MSP's Microsoft-based SOC portfolio led him to Arctic Wolf for vendor-agnostic coverage, and discusses the pressure of keeping pace with shifting best-of-breed tools and integrations. They explore MSP commercial realities such as packaging, pricing, margin predictability, and the need to reduce operational friction by delivering outcome-driven, true-positive tickets. Sean outlines Arctic Wolf's vendor-neutral approach and security concierge service, and previews a streamlined MSP-only offering expected around September that aims to simplify scoping, improve price competitiveness, reduce requirements like a mandated network sensor, and introduce more on-demand digital concierge capabilities, while still pulling data across the attack surface.
00:00 Welcome and Setup 02:03 Sean MSP Background 03:41 Keeping Up With Security 05:07 Why Move Vendor Side 06:19 Pricing Sponsor Break 08:33 Life at Arctic Wolf MSP 11:22 Arctic Wolf MSP Model 12:55 Streamlined Offering Changes 16:10 Posture Improvement Examples 19:52 Launch Plans and Wrap
Connect with Shaun Farrow on LinkedIn by clicking here – https://www.linkedin.com/in/shaunfarrow/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP139 – The MSP Joiner-Leaver Problem Nobody Talks About with Cristian Bogdan from CooperBox | 09 Aug 2026 | 00:27:20 | |
Cristian discusses how his MSP experience provisioning thousands of pandemic-era laptops exposed frequent mis-provisioned user accounts, often caused by clients submitting incomplete joiner requests (missing departments, licenses, and permissions). He highlights the larger risk on off-boarding, citing studies in the UK and USA where 50% of businesses reported former employees not being fully off-boarded, leaving residual access and ongoing licensing costs. Cristian describes a self-serve joiner/leaver platform designed to replace fragile ticket-based workflows with guided forms, integrations with HR platforms via APIs, a governance engine that validates requests against policies, an approval queue for final review, and tracking of what was provisioned to ensure consistent deprovisioning, including manual notes for non-SSO legacy apps. He explains MSP commercialisation options (embedded, add-on, hybrid), benefits for compliance evidence (e.g., ISO 2701), applicability to internal IT/co-managed environments, and notes the product was largely built using OpenAI Codex.
00:00 Welcome and Setup 00:24 MSP Origin Story 01:26 Joiner Provisioning Pain 02:36 Leavers and Residual Access 04:45 Automation and HR Integrations 08:03 Self-Serve Governance Workflow 09:41 Compliance Value and ROI 10:54 Pricing and Target Users 16:34 Governance Engine vs Scripts 18:18 AI Future and Readiness 20:19 Building with Codex 22:08 Wrap Up and Contact
Connect with Cristian Bogdan on LinkedIn by clicking here –https://www.linkedin.com/in/c-bogdan/ 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
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP138 – Can MSPs Really Buy and Sell Individual Clients with Matt Yesbeck from MSPX | 28 Jul 2026 | 00:32:23 | |
Matt discusses MSPX, a marketplace for MSPs to buy and sell individual managed services contracts as an alternative to acquiring entire businesses. The platform helps MSPs divest non-profitable or non-strategic clients and enables buyers to shorten sales cycles by targeting specific verticals or geographies, with typical pricing around 6–8x MRR (sometimes higher with negotiation and longer remaining terms). MSPX uses escrow, a structured 30-day transition dashboard, a legally drafted customer notification email with a novation agreement requiring the buyer to honour the existing MSA, and protections if a customer declines the transfer. Sellers complete a detailed intake form; buyers can ask questions via in-platform chat. Pricing includes $149/year membership, 7% seller commission, 1–2% escrow fee for buyers, and an optional $599/year "first look" tier. The main challenge is limited awareness due to bootstrapped marketing.
00:00 Welcome and Setup 00:36 MSPX Marketplace Explained 02:06 Why Sell Contracts 03:39 Pricing Multiples and Examples 06:22 Valuation and Risk Controls 09:19 End Client Consent and Escrow 13:48 Communication and Transition Playbook 18:34 Contract Intake and Buyer Due Diligence 20:32 Growth Challenges and Pricing Plans 25:00 Global Expansion Use Cases 28:26 Wrap Up and How to Join
Connect with Matt Yesbeck on LinkedIn by clicking here – https://www.linkedin.com/in/mattyesbeck/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP137 - Why MSP Sales Decisions Aren't as Rational as You Think with Marino Vigliotti | 19 Jul 2026 | 00:35:07 | |
Marino joins the podcast to discuss decision-making psychology for MSPs, emphasising that B2B buying differs from B2C because decisions require justification to others and are shaped by different goals. He describes common friction caused by misalignment between what MSPs pitch as "gains" and what business owners perceive as "losses," highlighting loss aversion, status quo bias, and sunk cost effects (including attachment to existing tools and the implied threat of admitting past mistakes). Using a probability-and-reward example, he explains biases in cognitive decision-making and how statistics can be misread without context. The conversation covers how asking too many questions increases cognitive load, why multi-quote requests often signal weak differentiation of the MSP (not just price), and why prescriptive sales scripts can feel inauthentic; trust, fit, and practice through more conversations are stressed. Marino recommends Kahneman's "Thinking, Fast and Slow" and Phil Agnew's "Nudge"
00:00 Welcome and Topic Setup 01:13 B2B vs B2C Decisions 02:26 Client Utility and Friction 06:11 Cognitive Biases Explained 10:39 Loss Aversion and Framing 14:26 Status Quo and Sunk Costs 17:47 Winning Quotes and Differentiation 20:31 Qualification and Buyer Psychology 23:38 Cognitive Load in Sales 25:44 Authenticity and Bounded Rationality 29:21 Resources and Closing
Connect with Marino Vigliotti on LinkedIn by clicking here – https://www.linkedin.com/in/marinovigliotti/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP136 – How I F'd Up Three Acquisitions: Lessons From Apple MSP M&A with Justin Esgar | 28 Jun 2026 | 00:38:57 | |
Justin returns to the podcast and discusses the challenges and lessons from acquiring three Apple-focused businesses since 2020 amid consolidation in the Apple consultant community and difficulty targeting Mac-using clients. He describes buying a small Iowa Apple consultancy with the seller kept on for business development, only to learn ownership doesn't equal sales skill and that ex-owners often clash as employees; the owner left after disputes, but clients were retained and served remotely. He then explains acquiring a Colorado Apple training company to build a B2C training channel, but it failed due to lack of focus, content upkeep, staff turnover, and the effort required to produce non-evergreen training. A larger Missouri consultancy/Apple authorised service provider acquisition brought clients and a strong team but also personality conflict and a payment-structure mistake that strained cash flow. Despite stress and missed pay-checks, Justin says the acquisitions ultimately improved finances, team quality, and growth, stressing the need for stronger financial position and deal-specific negotiation.
00:00 Welcome Back 01:15 M&A Episode Setup 02:06 Why Apple MSPs Consolidate 07:43 Three Acquisitions Overview 10:03 Deal One Iowa Lessons 12:02 Owner Clashes After Buyout 16:21 Deal Three Missouri Personality 18:25 Deal Two Training Misfire 27:37 Deal Structures Cash Flow Traps 32:50 Big Takeaways And Closing
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team | |||
| EP135 – How MSPs Can Get Paid Faster with Tom Pope | 14 Jun 2026 | 00:26:56 | |
Tom discusses Adfin as a "new, better GoCardless," arguing it offers stronger support, more competitive pricing, and a broader product: direct debits, cards (including Apple Pay/Google Pay), open banking, and bank transfers in one platform with integrated chasing and reconciliation via Xero. He says the market has lacked innovation for 15–20 years and positions Adfin's goal as getting businesses paid faster at lower cost through automation and AI-driven personalization (e.g., mandates and chasing from a user's own email domain). Adfin is UK-focused, accepts international card payments, and plans euro and USD bank transfers within six months. A key differentiator is an automated direct debit migration process that moves mandates from other providers in about five weeks without customer action beyond notification. The episode also covers VRP skepticism, configurable payment limits/rules, virtual accounts for automated bank transfer reconciliation, and optional surcharging for expensive business cards.
00:00 Are We The New GoCardless 00:42 Why Adfin Wins 02:03 Why Challenge The Incumbent 03:56 Startup Speed Vs Scale 05:16 Payments Platform Explained 05:58 International Payments Roadmap 07:07 Switching Without Risk 09:26 VRP And Open Banking Reality 13:14 MSP Workflow Examples In Xero 15:43 Chasing Emails And Payment Limits 17:47 High Value Bank Transfers 18:52 Apple Pay Fees And Surcharging 22:33 Wrap Up And How To Reach Adfin
Connect with Tom Pope on LinkedIn by clicking here – https://www.linkedin.com/in/tom-pope-979a4940/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP134 – The MSP M&A Landscape in 2026 with Paul Vanstone | 31 May 2026 | 00:32:47 | |
Paul joins the podcast to discuss MSP M&A trends and what 2026 may look like after years of consolidation driven by PE-backed platforms, self-funded acquirers, listed buyers, and newer permanent capital vehicles. He explains why the market has been attractive (fragmentation, cloud migration, cyber demand, COVID-driven working changes, inflation-led price increases) but notes the bar is rising for sellers amid economic headwinds, lower price rises, and AI-driven efficiency that may pressure support rates while also creating advisory opportunities and margin protection. Paul breaks down five buyer types, including Evergreen-style permanent capital that buys without heavy integration and offers supplier and group benefits. He advises sellers to plan early, clarify personal and business goals, avoid approaching everyone, optimise operations, and choose experienced M&A advisors and lawyers, with up-to-date financial and tax records.
00:00 Welcome and Setup 00:33 2026 MSP M&A Outlook 02:18 Market Drivers and Headwinds 06:01 Who the Buyers Are 09:26 Choosing the Right Exit Partner 12:42 Why Exit Planning Matters 14:49 Optimising for a Future Sale 18:14 Money Goals and Life Purpose 23:14 Building the Right Team 23:53 Picking Advisors and Process Timeline 28:57 Wrap Up and Contact Details
Connect with Paul Vanstone on LinkedIn by clicking here – https://www.linkedin.com/in/cls946167290/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP133 – The Compliance Revenue You're Missing with Dom Haughton and Alastair Goodwin | 25 May 2026 | 00:32:12 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP132 – Rehearse the Chaos — Why every MSP should be running tabletop exercises with their clients — with Adam Pilton, Heimdal Security | 16 May 2026 | 00:32:28 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP131 – The Devil's in the Detail – Why your billing team, your margins and your processes need to be ready before you scale – with David Middleton, Flotek | 04 May 2026 | 00:32:50 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP130 – 14 MSP Acquisitions in 4 Years – What Buyers Really Look For with Dave Middleton | 05 Apr 2026 | 00:31:58 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP129 – Why Most MSPs get PR wrong with Rahme Mehmet | 28 Mar 2026 | 00:35:10 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP128 – Using the Working Genius Model to Build Better MSP Teams – with Chris Cooke | 22 Mar 2026 | 00:35:30 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP127 – Loneliness is the tax you pay for autonomy | 12 Mar 2026 | 00:28:02 | |
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/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP126 – Becoming the Chief AI Officer for Your Clients with Nils Howland | 07 Mar 2026 | 00:33:18 | |
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/
MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP125 – The Apple MSP Conference You've Never Heard Of with Justin Esgar | 01 Mar 2026 | 00:29:41 | |
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/
MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP124 – What Does a New Client Really Cost with Nicola Moss | 22 Feb 2026 | 00:35:19 | |
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 We look forward to catching up with you on the next one. Stay tuned! MSP golf day 12/03/26 – register at https://mspgolf.co.uk/ | |||
| EP123 – Selling Hardware Without the Pain or the Price War with Alicia Shepherd | 15 Feb 2026 | 00:33:32 | |
In this episode, Alicia discusses her role as a hybrid distributor and manufacturer within the Wortmann Group, focusing on Terra branded devices and their distribution of over 10,000 SKUs from various major brands. The conversation delves into supply chain issues exacerbated by the pandemic and the Windows 10 support cessation, and how Terra positions itself against tier-one brands like HP, Dell, and Lenovo. Alicia highlights the importance of future-proofing devices, maintaining robust MSP relationships, and navigating the complex supply chain environment. She also emphasises Terra's commitment to delivering value and facilitating MSP margins through unique service models and leveraging their manufacturing insights. 00:00 Introduction and Welcome 00:07 Discussing Product Supply Issues 00:49 Understanding the Hybrid Model 01:41 Market Position and Clientele 03:20 Challenges in Hardware Procurement 08:16 Service and Support Differentiation 12:22 Current Supply Chain Challenges 22:02 Future Proofing and Device Specifications 27:44 Margin and Market Strategy 29:18 Conclusion and Contact Information Connect with Alicia Shepherd on LinkedIn by clicking here – https://www.linkedin.com/in/aliciashepherd/ 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 We look forward to catching up with you on the next one. Stay tuned! Register for the MSP Golf Day 12/03/26 at https://mspgolf.co.uk/ | |||
| EP122 – If MFA Stops 99% of Attacks… Why Are Companies Still Being Breached - with Al Lakhani | 01 Feb 2026 | 00:32:15 | |
In this episode, the Adam and Daniel welcome Al Lakhani a cybersecurity expert, to discuss the revolutionary MFA 2.0 technology. Al explains how traditional MFA (Multifactor Authentication) methods, known as MFA 1.0, are vulnerable to credential phishing attacks, highlighting recent breaches by the Shiny Hunters group. He introduces MFA 2.0, which utilises public key cryptography to eliminate passwords and ensure device-based identity verification, preventing attacks effectively. The conversation delves into the limitations of current MFA methods, the advantages of MFA 2.0, and the importance of moving from detection to prevention in cybersecurity. Al also discusses the educational challenges in the industry and the potential for MFA 2.0 to simplify IT departments' roles by eliminating credential management issues. Despite the complexity and market resistance, Al believes MFA 2.0 offers a transformative approach to cybersecurity. The episode wraps up with a call to action for MSPs interested in trailing MFA 2.0 and ensuring robust security for their clients. 00:00 Introduction and Greetings 00:25 The Problem with MFA 1.0 01:19 Introducing MFA 2.0 03:47 How MFA 2.0 Works 07:54 Challenges and Solutions 14:35 Market Adoption and Competitors 26:54 Conclusion and Next Steps Connect with Al Lakhani on LinkedIn by clicking here – https://www.linkedin.com/in/getidee/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP121 – Using AI to Solve Real MSP Problems with Roy Castleman | 17 Jan 2026 | 00:30:37 | |
In this episode, Roy Castleman joins the podcast to share insights from his extensive experience in leveraging AI to run multiple businesses. The conversation delves into practical applications of AI, the challenges of selecting the right tools amongst many, and optimising AI usage through clear communication and iterative prompting. Roy emphasises the importance of understanding AI as an enhancement tool rather than a replacement and details a method of using AI to form a 'virtual board of directors' for business advice. The episode also touches on various aspects of experimenting with AI tools and offers valuable tips on using AI effectively. 00:00 Introduction and Welcome 00:20 Diving into AI and Business Efficiency 02:15 Choosing the Right AI Tools 03:45 AI as a Critical Thinking Partner 04:59 Practical Applications of AI 06:39 Challenges and Limitations of AI 09:10 Setting Up AI for Business 16:34 Effective AI Communication 24:29 Final Thoughts and Contact Information Connect with Roy Castleman on LinkedIn here – https://www.linkedin.com/in/roycastleman Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, here – https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! | |||
| EP120 – Selling Cybersecurity to Clients Who Think They're Not a Target with Adam Pilton | 11 Jan 2026 | 00:34:41 | |
In this episode, Adam Pilton from Heimdal discusses his role in educating and supporting MSPs and small businesses on cybersecurity. He shares his unique perspective drawn from a 15-year career in law enforcement and as a Cyber Essentials auditor. The conversation covers the importance of storytelling, recognising and mitigating risks, maintaining cybersecurity standards like Cyber Essentials, and building trust-based client relationships. Practical strategies for engaging clients and the necessity of continued education on cybersecurity threats are also highlighted. 00:00 Introduction and Guest Welcome 00:25 Adam's Background and Role at Heimdal 02:26 Challenges Faced by Small Businesses in Cybersecurity 06:52 Importance of Storytelling in Cybersecurity 12:18 Cyber Essentials and Frameworks 24:50 Client Relationships and Trust 31:55 Conclusion and Contact Information Connect with Adam Pilton LinkedIn by clicking here – https://www.linkedin.com/in/adampilton Read Adam Pilton's newsletter at – https://www.linkedin.com/newsletters/the-cyber-detective%E2%80%99s-notebook-7389285479634075648/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP119 – How MSPs Should Start With AI Today with Fiona Challis | 02 Jan 2026 | 00:34:59 | |
In this episode, Fiona discusses the rapid advancements in AI, especially in the Managed Service Provider (MSP) sector. The conversation delves into how AI avatars are surpassing human avatars in social media, the adaptation of MSPs to AI technologies, and the importance of staying updated in the swiftly changing AI landscape. Fiona recalls past initiatives like the Mentori Program which helped navigate industry transformations and compares it to current AI integration. She emphasises the need for MSPs to embrace tools like Microsoft Copilot as an entry into AI, and outlines a structured path from basic AI applications to complex, agent-driven solutions. The discussion also highlights the importance of readiness assessments, internal adoption of AI tools, and the significant market demand driven by end users. MSP owners are encouraged to start small and gradually scale their AI capabilities, ensuring they don't miss out on emerging opportunities. 00:00 Introduction and Greetings 00:17 AI Avatars vs. Human Avatars 01:06 Recent Developments in AI and MSP Land 01:24 The Mentori Program and Industry Shifts 02:12 The Biggest Shift in the Channel 02:58 Monetising AI in the Channel 03:57 Challenges and Solutions for MSPs 04:21 The Seven Week Challenge: From Copilot to AI 04:52 Demand Driven by End Users 05:33 The Role of MSPs in Leading AI 07:04 Selling AI as a Transformation Tool 07:26 Real-World AI Implementation Stories 09:30 Steps for MSPs to Get Started with AI 12:09 The Importance of Internal Adoption 12:52 Readiness Assessment and Pilot Programs 18:59 The Future of AI in the Channel 27:22 Training Programs and Continuous Learning 30:29 Conclusion and Contact Information
Connect with Fiona Challis LinkedIn by clicking here –https://www.linkedin.com/in/fionachallis If partners are asking "How do we sell AI?" this is the best place to start – https://fionachallis.mykajabi.com/copilotchallenge - If they are already ahead and clients are now asking "Can AI actually do the work?" - this is the best place for them - This is Mentori for AI – https://agenticaiprovidersystem.com/ Use code ITSANUMBERSGAME at checkout to get a £250 saving. 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP118 – Confidence, Change and Better Decisions with Graham Norris | 01 Jan 2026 | 00:29:06 | |
In this engaging episode, hosts Daniel, Adam and guest Graham Norris explore their personal journeys within the Toastmasters program, highlighting its significant impact on their public speaking skills and confidence. They share stories about overcoming initial fears and discuss how repeated practice at Toastmasters helped them become better communicators. Graham describes how his experience with Toastmasters led him into a career as a professional speaker and organisational psychologist. The conversation also delves into broader themes of navigating change and uncertainty, making informed decisions, and the importance of experimentation. Both host and guest underscore the invaluable benefits of Toastmasters in various facets of life and business, making a strong case for participation in such programs.
00:00 Introduction and Welcome 00:23 Personal Toastmasters Journeys 01:31 Overcoming Public Speaking Fears 04:45 Practical Benefits of Toastmasters 07:43 Transition to Professional Speaking 10:14 Navigating Future Uncertainties 23:26 The Value of Experimentation and Decision Making 26:09 Conclusion and Contact Information
Connect with Graham Norris LinkedIn by clicking here –https://www.linkedin.com/in/grahamnorris/ 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 We look forward to catching up with you on the next one. Stay tuned!
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| EP117 – Consolidate, Certify, Comply: Jason Kemsley's MSP Playbook for 2026 | 31 Dec 2025 | 00:32:22 | |
In this episode, host Daniel welcomes Jason Kemsley to discuss the evolving landscape of Managed Service Providers (MSPs). Jason shares his insights on the three Cs that will define successful MSPs by 2026: Consolidation, Certification, and Compliance. The conversation explores the importance of niching down and standardising operations to thrive in a competitive market. They also delve into how certifications can enhance credibility and the role of compliance in achieving market leadership. The episode concludes with a brief teaser for a future aviation-themed episode, promising an interesting twist on the discussion.
00:00 Introduction and Warm-Up 00:38 The Three Cs of MSPs in 2026 01:41 Consolidation: The First C 18:16 Certification and Standards: The Second C 22:51 Compliance: The Third C 26:50 Shameless Plug and Future Plans Connect with Jason Kemsley on LinkedIn by clicking here –https://www.linkedin.com/in/jason-kemsley-630983159/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP116 – Why Your MSP Contracts Are Costing You Profit with Anne Hall | 15 Dec 2025 | 00:31:48 | |
In this podcast episode, Adam, Daniel, and Anne discuss the significance of legal agreements for Managed Service Providers (MSPs) and how they impact EBITDA. They discuss the inherent risks MSPs face, the importance of proactive use of contracts, and common pitfalls like revenue leakage from services out of scope. The conversation highlights the need for MSPs to educate their clients and align internal processes with contractual commitments. They emphasise that contracts are not merely for worst-case scenarios but are essential for mitigating risks and ensuring business success. The episode provides insights into how MSPs can better structure their agreements and services to protect both their businesses and clients. 00:00 Introduction 00:23 Connecting EBITDA and MSP Legal Agreements 01:11 The Importance of Contracts for MSPs 02:47 Proactive Use of Contracts 04:33 In Scope vs. Out of Scope 09:05 Onboarding and Initial Assessments 11:26 Managing Client Expectations 20:32 Adapting Contracts for Different Services 22:49 Global Differences in MSP Practices 28:12 Conclusion and Contact Information Connect with Anne Hall LinkedIn by clicking here –https://www.linkedin.com/in/annehall-itagree 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP115 - Building Trust with Effective Case Studies with Rob Beadle | 04 Dec 2025 | 00:40:30 | |
In this episode, industry expert Rob joins the hosts to discuss the significance of high-quality, effective case studies for Managed Service Providers (MSPs). The conversation delves into the current state of case study usage among top UK MSPs, revealing that while many are embracing both written and video formats, there is still a lot of room for improvement. Rob outlines the primary benefits of case studies, emphasising their role in building trust and credibility. He also differentiates between case studies and testimonials, highlighting their respective strengths and uses. The episode offers practical advice on selecting clients for case studies, conducting insightful interviews, and producing engaging content. Rob also shares his thoughts on integrating customer feedback and tackling sensitive topics delicately. Additionally, the hosts and Rob touch on the balance between polished and authentic content and the future impact of AI on copywriting.
00:00 Introduction and Welcome 00:08 The Importance of Case Studies for MSPs 00:39 Current State of Case Studies in the MSP Space 01:16 Benefits of Using Case Studies 03:35 Testimonials vs. Case Studies 04:53 Creating Effective Case Studies 07:29 Combining Video and Written Case Studies 13:32 Challenges and Sensitivities in Case Studies 22:35 Steps to Create a Case Study 30:10 Ideal Length and Structure of Case Studies 33:01 Conclusion and Contact Information 34:09 The Role of AI in Copywriting
Connect with Rob Beadle on LinkedIn by clicking here –https://www.linkedin.com/in/robbeadleuk/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP114 – MSP Show 2025 - M&A Masterclass - Positioning for the Perfect Deal | 22 Nov 2025 | 00:41:38 | |
In this informative session, Adam and Dan delve into the intricate world of mergers and acquisitions (M&A) specifically tailored for Managed Service Providers (MSPs). Recorded live at the MSP Show 2025, returning for a second year to the London exhibition, the duo builds upon last year's discussion on valuations and management accounts to explore negotiation tactics and heads of terms. They aim to share insights on due diligence and deal completion in future sessions. The script includes a unique role-play segment illustrating a negotiation between a buyer and a seller, offering viewers a realistic glimpse into the M&A process. Throughout the session, the importance of preparation, trust, financial clarity, and strategic alignment is emphasised. The session concludes with an interactive Q&A segment addressing key issues like market trends and seller expectations.
00:00 Introduction and Welcome 01:16 Background and Experience of the Speakers 02:15 Role Play Setup: Buyer and Seller 04:04 Seller's Business Overview 09:41 Buyer's Business Overview and Preparation 13:46 Heads of Terms and Valuation Discussion 16:59 Negotiation Begins 22:31 Client Retention Concerns 23:09 Earnout Structure and Final Offer 23:48 Negotiation Pause and Reflection 25:13 Resuming Negotiations 25:42 Unexpected Financial Hurdles 27:12 Deal Reconsideration 28:27 Key Takeaways and Q&A 32:02 Market Trends and Buyer Dynamics 38:59 Final Remarks and Audience Interaction
Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP113 – Streamlining MSP Billing and Eliminating Reconciliation Headaches with Colin Knox | 11 Nov 2025 | 00:36:17 | |
In this episode, Colin returns to discuss the intricate challenges MSPs face regarding billing reconciliation. He explains how MSPs struggle with managing a wide spectrum of resold products and the dynamic nature of SMB customers. Colin introduces a new 'done-for-you' reconciliation service designed to simplify this task, reflecting on its development origins and the benefits it offers. The conversation delves into how accurate billing and reconciliation can prevent overbilling and underbilling, ultimately protecting trust and financial stability for MSPs. Additionally, Colin highlights the universal issue of billing inaccuracies from vendors and the industry's general reluctance towards the commercial management of an MSP. The episode concludes with Colin offering insights into how his new service aims to alleviate these issues, providing time-saving solutions and improving overall business efficiency for MSPs.
00:00 Welcome Back, Colin! 00:14 The Pain of Reconciliation for MSPs 01:40 The Cost of Inaccurate Billing 04:51 Strategies to Manage Costs and Maintain Margins 07:54 The Value of Accurate Billing 15:59 Introducing the Done-for-You Reconciliation Service 18:17 The Journey to Managed Billing Services 23:07 The Impact on Small MSPs and Their Families 27:42 Aligning Billing and Supplier Invoices 32:02 Final Thoughts and How to Reach Out
Connect with Colin Knox on LinkedIn by clicking here –https://www.linkedin.com/in/realityknox/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP112 – Open Banking and the End of Traditional Direct Debits with Kevin Ludford | 10 Nov 2025 | 00:38:41 | |
In this episode of It's A Numbers Game, hosts Adam Morris and Daniel Welling discuss the future of payments with open banking expert Kevin Ludford. The conversation delves deep into the advancements and benefits of variable recurring payments (VRP) for managed service providers (MSPs). Kevin explains the transformation occurring in payment collections, particularly the shift from traditional direct debits to VRP, which offers faster, more secure transactions and improved cash flow for businesses. They also discuss the implications of these changes, the reduced friction for both businesses and consumers, and the key advantages such as instant payments and reduced fraud. The discussion extends to industry-specific applications and the potential broader impact of open banking globally.
00:00 Introduction to the Future of Payments 02:24 Understanding Open Banking 04:35 Variable Recurring Payments (VRP) Explained 07:29 Global Adoption and Future Prospects 20:24 Mentoring Services for MSPs 22:24 Practical Applications and Benefits of Open Banking 34:13 Conclusion and Final Thoughts
Connect with Kevin Ludford on LinkedIn by clicking here – https://www.linkedin.com/in/kevinludford Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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 We look forward to catching up with you on the next one. Stay tuned! | |||
| EP111 – How to build an MSP Sales Engine with Graham Stead | 26 Oct 2025 | 00:41:45 | |
In this podcast episode, host Daniel Welling catches up with former colleague Graham to discuss their shared history and Graham's career journey, from his early days at Solsis to his significant role at NewCMI and beyond. The conversation explores the evolution of Managed Service Providers (MSPs), touching upon Graham's transition from a techie at HP to a business owner, and eventually into a sales and marketing role. Key topics covered include the distinctions between selling to large versus small businesses, the importance of having a dedicated sales function, and strategies for nurturing customer relationships. Graham also shares insights into their successful sales methodologies and the significance of specialised roles within a sales team to drive growth. Listeners gain valuable perspectives on the intricate balance between technical expertise and sales acumen necessary for scaling an MSP business.
00:00 Welcome and Introduction 01:05 Early Career and First Customer 02:26 Evolution of the MSP Business 04:28 Challenges and Strategies in Sales 10:40 Transition to Sales and Marketing 14:50 Selling to Larger vs. Smaller Customers 17:55 Pivot to SMB Market 19:29 NewCMI Sales Journey 19:45 Transition to Sales and Marketing 21:03 Focusing on Existing Customers 22:24 Acquisition and Team Expansion 22:42 Investing in Marketing 24:15 Sales Team Structure and Roles 29:58 Outbound Calling and SDR Role 35:40 Final Thoughts and Shameless Plug
Connect with Graham Stead on LinkedIn by clicking here – https://www.linkedin.com/in/grahamstead Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP110 – Building MSP Growth on a Strong Cyber Foundation with Phil McGowan from Huntress | 02 Oct 2025 | 00:32:44 | |
In this episode, hosts Adam Morris and Daniel Welling welcome guest Phil McGowan to discuss the innovative security solutions offered by Huntress, particularly focusing on their endpoint detection and response (EDR) and 24/7 security operations centre (SOC) services. They dive into how these tools help Managed Service Providers (MSPs) enhance their security offerings for small and medium-sized businesses. The conversation covers the key benefits of Huntress's products, including ease of integration, affordability compared to enterprise solutions, and trial opportunities. The hosts also explore the practical ways MSPs can explain and sell these security solutions to their clients, ensuring clarity and value. The episode highlights the importance of making enterprise-grade security accessible and manageable for businesses of all sizes.
00:00 Introduction and Welcome 01:03 Understanding MSP Security Challenges 02:32 Explaining EDR to Clients 04:32 Huntress' Unique Approach to Cybersecurity 08:05 The Value of 24/7 SOC 12:19 Commercial Considerations for MSPs 19:05 Affordability and Democratization of Security Tools 27:01 Conclusion and Contact Information
Connect with Phil McGowan on LinkedIn by clicking here –https://www.linkedin.com/in/mcgowanphil/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP109 – Learn how this MSP is saving thousands per month using real world AI – with Alex and Dani from PCW Solutions | 21 Sep 2025 | 00:31:33 | |
In this episode, host Adam welcomes Dani and Alex from PCW Solutions to discuss their business journey, emphasising how they've integrated artificial intelligence (AI) into their company's operations. Alex details the inception and growth of PCW Solutions over the past 21 years, starting from helping domestic customers to managing over 150 business clients today. The conversation dives into their innovative approach to improving workflow efficiency using AI. They explain how they utilised AI to manage and log customer support tickets, reducing the workload on their staff and improving service response times. They also highlight practical challenges and human factors involved in implementing AI solutions, including the need for clear communication and gradual customer adaptation to new technologies. The discussion covers the future potential of AI in Managed Service Providers (MSPs) for automating routine tasks and enhancing customer service. Alex and Dani also share insights into the practical aspects of AI integration and future plans, such as automating outbound calls for ticket resolution00:00 Welcome and Introductions 00:21 Background and Business Overview 01:53 Office Location and Expansion 03:27 Exploring AI Solutions 04:08 Implementing AI for Customer Support 08:45 Challenges and Adjustments with AI 11:33 Technical Setup and Future Plans 13:32 The Role of AI in Client Communication 14:11 Client Reactions to AI Implementation 14:35 Solving Client Issues with AI 15:08 AI Accuracy and Staff Testing 15:26 Examples of AI Handling Calls 17:42 AI in Sales and Client Management 19:17 Future AI Implementations 20:53 AI's Role in MSP Operations 21:38 Challenges and Costs of AI 25:55 Expanding AI Solutions for Clients 26:42 Automating Billing and Future Developments 27:15 Conclusion and Final Thoughts
Connect with Alex Hill on LinkedIn by clicking here –https://www.linkedin.com/in/alex-hill-64284414/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP108 – The Co-opetition Playbook: Aligning MSP Ops with the P&L | 07 Sep 2025 | 00:27:46 | |
In this episode of 'It's A Numbers Game,' hosts Adam Morris and Daniel Welling are joined by guests Angie Hasenbank from Hasenbank Accounting Services (US) and Lauren McMaster from Rosy Small Business Services (Australia) for a globe-spanning discussion on mastering MSP finances. Key topics include the importance of standardised charts of accounts, proper labour allocation to see true gross margins, and the creation of disciplined workflows from quotes to invoices. Practical tips on working effectively with finance partners across time zones are also explored, aiming to help MSP owners build trust and avoid surprises. Learn the financial foundations every MSP needs to streamline operations and improve financial health.
00:00 Introduction and Guest Welcome 00:45 Global Collaboration in MSP Finance 01:36 ConnectWise Community and Common Challenges 04:53 Importance of Standardised Chart of Accounts 05:50 Payroll Allocation and Time Sheets 11:48 Product Discipline and Purchase Orders 16:23 Preparing for Financial Control 19:30 Final Thoughts and Encouragement 25:09 Episode Recap and Conclusion
Connect with Angie Hasenbank on LinkedIn by clicking here – https://www.linkedin.com/in/angie-hasenbank-b6112441/ Connect with Lauren McMaster on LinkedIn by clicking here – https://www.linkedin.com/in/lauren-mcmaster-99564938/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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
We look forward to catching up with you on the next one. Stay tuned!
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| EP107 – Borrow Smart, Buy Smart—MSP Growth Finance Explained with Alex Fenton | 31 Aug 2025 | 00:34:46 | |
In this episode, hosts Adam Morris and Daniel Welling welcome Alex, a seasoned advisor and former lender, to delve into the complexities of raising funds for growing a Managed Service Provider (MSP) business. They explore the intricacies of mergers and acquisitions (M&A), shedding light on different financing options such as factoring, invoice discounting, and revenue-based financing. Alex shares his extensive experience, providing practical advice on how to assess borrowing capacity, valuation mechanisms, and the importance of strategic planning when considering acquisitions. The discussion also touches on the concept of 'deal heat', the significance of personal guarantees, and the necessity of seeking expert advice to navigate the challenging landscape of business financing and M&A.
00:00 Introduction and Guest Welcome 00:44 Guest Background and Expertise 02:04 Understanding Factoring and Invoice Financing 03:39 Factoring in the MSP Context 07:35 Mergers and Acquisitions Overview 09:39 Assessing Borrowing Capacity 15:40 Creating a Deal Box 18:32 Funding Strategies and Considerations 29:27 Conclusion and Shameless Plug
Connect with Alex Fenton on LinkedIn by clicking here –https://www.linkedin.com/in/ajmfenton/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned!
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| EP106 – MSP Growth in 2025—Is Telesales Part of the Plan with Luke Doyle | 25 Aug 2025 | 00:38:44 | |
The Evolving Role of Telemarketing in MSP Lead Generation In this podcast episode, hosts Adam Morris with Daniel Welling and guest Luke Doyle discuss the current relevance and strategies of telemarketing in the MSP (Managed Service Provider) industry. The guest shares insights into the evolution of telemarketing, balancing traditional and modern marketing techniques, and provides an overview of their company's approach to lead generation, including data quality, targeting, and effective prospecting. They emphasise the importance of well-crafted scripts, continuous client onboarding, and follow-up strategies to enhance results. The discussion also covers the necessary qualities for successful telemarketers, managing client expectations, and the importance of reliable data to reach decision-makers. The episode concludes with reflections on optimising calls and integrating telemarketing into broader marketing strategies. 00:00 Introduction and Guest Welcome 00:05 Debating the Relevance of Telemarketing 00:44 Lead Generation Strategies 01:38 Targeting and Quality Conversations 02:10 Challenges and Misconceptions in Telemarketing 02:42 Creating Ideal Customer Profiles 03:37 Effective Prospecting Techniques 04:26 Strategies for Competitive Markets 06:18 Warming Up Cold Lists 08:04 Webinars and Thought Leadership 10:11 The Importance of Strategy 10:49 Personal Experiences and Insights 13:14 Setting Realistic Expectations 15:24 Qualifying and Confirming Meetings 22:06 Tips for Effective Telemarketing 24:01 The Role of Data and Scripts 32:37 Concluding Thoughts and Future Topics
Connect with Luke Doyle on LinkedIn by clicking here –https://www.linkedin.com/in/luke-doyle-bravura-digital/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP105 – Thinking of Selling Your MSP? Evergreen's Isobelle Coventry Spills Valuation Multiples, Deal Tactics and the UK Acquisition Boom | 02 Aug 2025 | 00:37:32 | |
In this episode, Isobelle joins the podcast to discuss her experiences and insights from working in the UK market, particularly focusing on mergers and acquisitions (M&A) of Managed Service Providers (MSPs). Isobelle talks about Evergreen's growth, including partnering with seven MSP businesses across the UK, and their approach to acquiring and supporting new businesses. Isobelle also touches on the importance of valuation, the quality of revenue streams, and the operational maturity of businesses. The conversation further explores the differentiation of Evergreen as a permanent partner, their decentralised model, and the extensive support they offer to their partner businesses.
00:00 Introduction and Greetings 00:40 Company Updates and Achievements 04:53 Team Expansion and Operations 06:33 UK Summit and Business Insights 08:17 Financial Metrics and Valuations 18:47 Revenue Quality and Business Growth 26:11 Differentiation in the Competitive Landscape 33:33 Conclusion and Contact Information
Connect with Isobelle Coventry on LinkedIn by clicking here –https://www.linkedin.com/in/isobelle-coventry Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP104 – Blueprint for a Low-Noise High-Value MSP with Simon Gurner | 27 Jul 2025 | 00:35:26 | |
In this episode, Simon shares his riveting journey from starting as an engineer at Ford Motor Company to founding and growing his own business, Sunrise, over the past 22 years. He discusses his decision to leave Ford, the crucial moments and opportunities that shaped his entrepreneurial path, and the challenges and triumphs along the way. Simon delves into the importance of structured business models, the impact of joining the TruMethods program, and how it provided direction, structure, and understanding of key business metrics. He also speaks about client management, the necessity of proactive service, and the challenges of acquiring new clients. Lastly, Simon shares insights from his first acquisition and emphasises the value of peer groups and communities in achieving business success. This episode serves as an inspiring and informative guide for entrepreneurs navigating the complexities of business growth and transformation.
00:00 Introduction and Welcome 00:23 Simon's Background and Career at Ford 00:56 Starting Sunrise and Early Challenges 02:59 The TruMethods Model 04:36 Implementing Changes and Overcoming Challenges 07:46 Proactive Service and Reducing Noise 10:41 Client Relationships and Strategic Pricing 26:12 Acquisition and Future Plans 30:11 Final Thoughts and Advice
Connect with Simon Gurner on LinkedIn by clicking here –https://www.linkedin.com/in/simon-gurner-8706435/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP103 – How MSPs Can Finally Stand Out with Ian Blake | 15 Jul 2025 | 00:31:01 | |
In this podcast episode, host Adam Morris speaks with Ian Blake, an expert on differentiation strategies for Managed Service Providers (MSPs). They discuss the challenges service industries like MSPs face in standing out from the competition. Ian explains how logical thinking, common in the MSP space, can hinder differentiation and shares a compelling story of a restaurant owner who succeeded by focusing on what his top competitor did poorly. Ian discusses the 'Holy Trinity' of marketing—segmentation, targeting, and positioning—and emphasises understanding customer pain points, competition, and company strengths. They explore the importance of truth and customer feedback in building a unique value proposition, with examples of how clients have successfully differentiated themselves. The episode concludes with insights on the significance of client perception and creating memorable brand positioning.
00:00 Introduction and Podcast Welcome 00:03 Challenges of Differentiation for MSPs 01:02 Logical Thinking and Differentiation 01:46 The Restaurant Story: Learning from Competitors' Weaknesses 03:08 The Importance of Differentiation in MSPs 05:05 Segmentation, Targeting, and Positioning in Marketing 10:01 Understanding Your Market and Targeting 14:34 The Role of Customer Insights in Differentiation 20:10 Case Studies and Real-World Examples 28:35 Conclusion and Final Thoughts
Connect with Ian Blake on LinkedIn by clicking here –https://www.linkedin.com/in/ianblake1 Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned!
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| EP102 – You're Probably Bleeding Cash! Tim Hoskins Drops the 3 Bookkeeping Hacks That Can Instantly Pump-Up MSP Profits | 22 Jun 2025 | 00:34:12 | |
In this episode, Tim joins the podcast to share insights into bookkeeping and financial management specifically tailored for Managed Service Providers (MSPs). The discussion covers common challenges faced in the MSP market, tips for effective bookkeeping, and the importance of accurate VAT returns. Tim emphasises the role of timely bank reconciliations and cash flow management. She also offers advice on setting up a detailed chart of accounts, making use of automated tools in accounting software, and understanding prepayments and journal entries. The episode aims to provide practical tips to business owners for better financial management and decision-making in their businesses.
00:00 Introduction and Episode Overview 00:59 Tim's Background and Experience with MSPs 01:43 Common Bookkeeping Challenges and Quick Wins 02:52 VAT Returns and Common Mistakes 08:37 Importance of Timely Reconciliation and Reminders 11:31 Managing Supplier Bills and Cash Flow 15:32 Improving Management Accounts 22:34 Automating Financial Processes 25:17 The Role of Journals in Accounting 29:19 Conclusion and Contact Information
Connect with Tim Hoskins on LinkedIn by clicking here –https://www.linkedin.com/in/timea-hoskins-11b022a6/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP101 – Employee Ownership Trust explainer - benefits and pitfalls with Richard Coulthard | 16 Jun 2025 | 00:36:28 | |
In this episode, Richard Coulthard from Ison Harrison Solicitors joins the hosts to provide a comprehensive look at Employer Ownership Trusts (EOTs). The discussion covers the growing popularity of EOTs in the Managed Service Provider (MSP) space, their tax advantages, the practical aspects and benefits of transitioning to employee ownership, and the long-term financial and operational implications. Richard explains how EOTs enable business owners to sell their shares to a trust for the benefit of employees, tax-free profit distributions, and reduced corporation tax. The episode also addresses the succession planning process, the impact on company culture, financial safeguards, and the responsibilities of the trust versus day-to-day management. The conversation emphasises that while the tax benefits are significant, the overarching motivation for considering EOTs should be the legacy and future success of the business.
00:00 Introduction and Welcome 00:13 Understanding Employee Ownership Trusts (EOTs) 02:02 Tax Benefits and Financial Implications 02:50 Profit Distribution and Employee Benefits 08:13 Management and Operational Structure 13:47 Valuation and Regulatory Compliance 14:55 Personal Experiences and Case Studies 23:55 Comparing EOTs with Other Exit Strategies 30:30 Final Thoughts and Contact Information
Connect with Richard Coulthard on LinkedIn by clicking here –https://www.linkedin.com/in/richard-coulthard-8b840677 Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned!
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| EP100 – MSP Procurement Masterclass with Monica Ozaruk | 27 May 2025 | 00:34:12 | |
In this episode, Monica joins the podcast to discuss common procurement challenges faced by Managed Service Providers (MSPs). Introduced by a mutual client, Monica has focused on the procurement module in ConnectWise, which directly impacts the effective production of management accounts. Monica highlights the top three procurement mistakes MSPs make: overcomplicating the process, not understanding responsibilities, and failing to complete the quote to cash process. She offers practical tips, such as simplifying procurement, using spreadsheets initially, and effectively managing vendor relationships. The conversation also explores when to invest in PSA tools, leveraging procurement systems for better vendor communication, and balancing inventory to streamline operations. Monica shares insights on managing client expectations and the benefits of treating procurement as a profit centre rather than a cost centre. The episode concludes with advice on vendor score carding and the importance of a structured procurement role, emphasising a disciplined yet flexible approach to procurement.
00:00 Introduction and Guest Welcome 00:28 Understanding Procurement in MSPs 00:55 Top Procurement Mistakes 01:06 Simplifying the Procurement Process 02:15 The Role of PSAs in Procurement 03:10 Spreadsheet vs PSA Debate 03:28 Responsibilities in Procurement 05:33 Integrating with Vendors 06:18 Building Supplier Relationships 07:23 Effective Procurement Practices 08:08 Managing Procurement Responsibilities 10:08 Procurement Best Practices 11:52 Training and Expectations 14:18 Handling Urgent Client Requests 17:28 Vendor Score carding 22:24 Stock Management for MSPs 24:39 Monetising Procurement Services 29:00 Conclusion and Contact Information
Connect with Monica Ozaruk on LinkedIn by clicking here –https://www.linkedin.com/in/monicaozaruk Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/ 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/ We look forward to catching up with you on the next one. Stay tuned! | |||
| EP099 – Enhancing Cyber Defence: Insights from Nick O'Donovan | 06 May 2025 | 00:27:05 | |
In this episode, we reconnect with Nick O'Donovan, who provides an overview of Huntress' operations, particularly their growth and expansion into Europe, with a focus on enhancing relationships with MSPs. He highlights Huntress' efforts in recruiting and maintaining a strong team, despite industry challenges, and the success of their recent roadshow series. Nick also discusses the company's product offerings, including EDR, Microsoft 365 identity protection, security awareness, phishing solutions, and a SIEM offering. Key topics covered include the importance of affordable security solutions for small to medium businesses, the integration with Microsoft Defender, and Huntress' innovative Neighbourhood Watch program. The episode concludes with valuable advice for MSPs on improving their closure rates for upselling security products to clients.
00:00 Introduction and Reconnection 00:26 Overview of Huntress 01:02 Huntress' European Expansion 01:43 Roadshow Success and Community Engagement 03:14 Recruitment Challenges and Strategies 04:25 Neighbourhood Watch Program 08:15 Approaching Cybersecurity as an MSP 16:50 Security Awareness Training 20:37 Final Thoughts and Tips for MSPs
Connect with Nick O'Donovan on LinkedIn by clicking here –https://www.linkedin.com/in/nicholasodonovan Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/ 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/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP098 – Breaking Barriers: Embracing Coopetition Among MSPs with Shawn Walsh | 05 May 2025 | 00:32:41 | |
In this episode, the hosts welcome Shawn, a seasoned MSP expert, to discuss the concept of 'co-opetition,' a blend of cooperation and competition among Managed Service Providers (MSPs). Shawn shares insights from his 25-year journey in the MSP industry, his experience with peer groups, and his current role in running events and providing coaching through Encore Strategic. He emphasises the importance of community and peer groups in overcoming industry challenges and improving business practices. The discussion also touches on the need for MSPs to properly value their services and adjust their pricing models. Shawn also highlights the benefits of forming strategic partnerships and peer group collaborations to enhance service delivery and business growth.
00:00 Welcome and Introductions 00:24 Life Between New Hampshire and Aruba 01:36 Diving into Co-opetition 02:04 The Value of Peer Groups 04:44 Overcoming Competition Fears 09:04 Pricing Strategies for MSPs 18:46 Client Relationships and Growth 22:27 Global Collaboration and Community 27:55 Upcoming Events and Conclusion
Connect with Shawn Walsh on LinkedIn by clicking here – https://www.linkedin.com/in/encorestrategic/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/ Connect with Adam Morris on LinkedIn by clicking here – linkedin.com/in/adamcmorris Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP097 – Winning More MSP Clients with Strategic Podcast Marketing with Devin Rose | 21 Apr 2025 | 00:33:18 | |
In this episode, Devin returns to discuss the value and strategies of podcast advertising for Managed Service Providers (MSPs). The conversation explores how podcast advertising draws parallels with traditional radio advertising and how it serves as a viable brand awareness tool amid the challenges of digital advertising attribution. Devin highlights the importance of niche targeting and the evolution of buying ad slots in podcasts. The discussion also covers how MSPs can utilise shorter video content, the role of LinkedIn for B2B marketing, and the significance of leveraging word-of-mouth referrals and loyalty marketing. Additionally, insights are shared on the effective use of various marketing tools and strategies to build credibility and enhance referral marketing for MSPs.
00:00 Welcome Back, Devin! 00:49 The Rise of Podcast Advertising 04:17 Choosing the Right Podcasts for MSPs 11:37 Maximizing Podcast Content 13:37 The Power of Short-Form Video 18:35 Leveraging LinkedIn for MSP Marketing 21:41 The Importance of Referral Marketing 28:41 Concluding Thoughts and Shameless Plugs
Connect with Devin Rose on LinkedIn by clicking here –https://www.linkedin.com/in/mrdevinrose
Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/
Connect with Adam Morris on LinkedIn by clicking here – linkedin.com/in/adamcmorris
Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP096 – From 80s Flashbacks to Modern MSP Hacks. What is the MSP Show and why you need to be there. | 08 Apr 2025 | 00:25:48 | |
In this episode, hosts Adam and Daniel are joined by David and Alex to discuss the origins and rapid growth of the MSP Show, an event dedicated to managed service providers (MSPs) set to take place at the London Excel on May 14th and 15th. The conversation covers the transition from the long-established SITS IT support show to the specialised MSP show, noting how it has expanded its focus to include content on sales, marketing, finance, mergers and acquisitions, and more. They highlight the importance of in-person networking, the extensive list of exhibitors, and the diverse sessions expected to attract over 70 vendors and more than 4,000 attendees. Additionally, the speakers introduce new features for the 2025 event, such as a nostalgic 'Wonder Years' area, dual-branded keynote theatres, specialised meeting hubs, and dedicated networking drinks. Emphasising the role of face-to-face events in fostering community and business growth, David and Alex encourage MSP owners and leaders to attend and fully engage with the range of learning and networking opportunities available.
00:00 Welcome and Introductions 00:44 Origins of the MSP Show 03:37 Evolution and Growth of the MSP Show 06:20 Exciting Features and Networking Opportunities 08:17 Tips for Maximizing Your Experience 14:17 The Importance of Community and Face-to-Face Events 21:21 Final Thoughts and Event Details
More information and to book for the MSP Show at https://eventdata.uk/VisitorMSP/SITS2025.aspx?TrackingCode=MSP114
Connect with Alex Harris on LinkedIn by clicking here – https://www.linkedin.com/in/alexandra-harris-548843165/ Connect with David Maguire on LinkedIn by clicking here – https://www.linkedin.com/in/david-maguire-85a81120/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/ Connect with Adam Morris on LinkedIn by clicking here – linkedin.com/in/adamcmorris
Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/
We look forward to catching up with you on the next one. Stay tuned! | |||
| EP095 – Expert Sales and Lead Generation Strategies with Alex Smith | 01 Apr 2025 | 00:34:40 | |
In this episode, Alex shares insights into effective presentations and sales techniques. Emphasising the importance of neural spikes like the 'one big clap' and the use of the Pomodoro timer, Alex explains how these methods help maintain audience engagement. The discussion continues with lead generation strategies, focusing on the 12-4-3 method for creating consistent, valuable content. Alex then elaborates on the importance of familiarity and consistency in social media marketing, using platforms like LinkedIn and tools like Dripify. The conversation concludes with essential steps for a successful first-time appointment, stressing the importance of thorough preparation and understanding the human element of sales interactions.
00:00 Introduction and Icebreaker 00:37 The Concept of Neural Spikes 02:14 Sales Techniques and Lead Generation 03:21 The 12-4-3 Marketing Method 06:10 Creating Engaging Content 13:08 Driving Traffic to Your Content 25:07 First Time Appointments and Sales Calls 29:04 Conclusion and Next Steps Connect with Alex Smith on LinkedIn by clicking here – https://www.linkedin.com/in/alexander-charles-smith Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/ Connect with Adam Morris on LinkedIn by clicking here – linkedin.com/in/adamcmorris Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/ We look forward to catching up with you on the next one. Stay tuned!
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| EP094 – Modernising Legacy Applications for MSPs with Ben Lange | 12 Mar 2025 | 00:34:12 | |
In this episode, Tech Tribe members Daniel and Ben explore the complexities MSPs face when dealing with legacy business applications. They discuss the importance of understanding the client's perspective and the reasons these outdated systems persist. Ben shares strategies for modernising these systems, including breaking down large problems into smaller ones, virtualising old servers, and involving developers for software support. They also explore the importance of choosing the right platforms and the potential for automating and improving existing processes. The conversation wraps up with insights on working effectively with MSPs, the role of discovery projects, and the burgeoning interest in artificial intelligence within the tech industry.
00:00 Introduction and Background 00:27 Challenges with Legacy Systems 02:38 Approaches to Modernisation 06:37 Support and Maintenance Considerations 09:45 Choosing the Right Technology Stack 12:50 Discovery and Proof of Concept Projects 14:52 Collaboration Between MSPs and Developers 24:05 Automation and Efficiency 29:31 Conclusion and Contact Information
Connect with Ben Lange on LinkedIn by clicking here – https://www.linkedin.com/in/benlange1
Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/
Connect with Adam Morris on LinkedIn by clicking here – linkedin.com/in/adamcmorris
Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/
We look forward to catching up with you on the next one. Stay tuned! | |||