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Published by Daniel Welling
The MSP Finance Team Podcast "It's a Numbers Game" from the only financial management solution for MSPs in the UK, founded by former MSP-owners.
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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!
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!
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!
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!
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!
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!
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!
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
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!
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!
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!
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!
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!
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!
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!
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!
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!
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!
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!
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/
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Apple Podcasts rankings via the Mato Topic Intelligence Platform.
Observed September 11, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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