Getting Real About MFA
Undeniably a fantastic security strategy, multi-factor authentication has its limitations. But is that something you should share with clients?
In a perfect world…
There is no cybercrime, donuts are good for you, and your MSP doesn’t exist because technology takes care of itself.
In a less-perfect-but-still-pretty-good world…
You help one of your clients, Dorothy’s Donuts, set up multi-factor authentication (MFA) to protect the company’s email account. One day, a cybercriminal decides to mess with Dorothy and uses advanced password-cracking methods to figure out her email password. But when the troublemaker tries to log in, it’s MFA to the rescue. Crisis averted!
Meanwhile, in the real world…
Dorothy gets an email alerting her of suspicious activity on her business email account. She’s prompted to provide her email password plus a one-time passcode sent to her cell phone. The email looks legit, so Dorothy complies. She feels good entering the one-time passcode. This will PROVE it’s me, she thinks.
And just like that, poor Dorothy’s handed over the keys to her email to the threat actor, whose plan is to send emails out to Dorothy’s customers asking for donations ‘during a difficult time.’
The Moral of the Story?
Train and educate your clients!
Cybersecurity is about people, so make sure you’re taking care of yours. That means sharing information, conducting training sessions, and being honest.
Don’t tell your clients that MFA will solve all their security problems or throw out some statistic about how it stops 99% of cyberattacks (we’ll talk about this stat in a second).
So what should you tell them about MFA? If you ask us, the truth is always a good place to start.
And the truth is, MFA is an essential security strategy. The concept behind it is simple and powerful: it’s a lot harder for hackers to obtain two or more ‘proofs’ of your identity than just one (usually just your password).
Does MFA make things slightly more inconvenient on end users?
Yes. Logging into an MFA-protected account takes longer than logging into one without MFA protection.
Is MFA still worth having, despite the slight inconvenience it creates for end users?
Absolutely. The benefit of enhanced security provided by MFA far outweighs the minor inconvenience it adds. Remind your clients that while it’s a lot harder for hackers to obtain two or more ‘proofs’ of your identity than just one (usually your password), it’s only a little bit harder for you. And that’s how it should be; security should involve a fair tradeoff between safety and convenience, and MFA hits the sweet spot – it makes things a lot safer and only marginally less convenient.
So by all means, sing MFA’s praises – just don’t tell your clients that it repels 99% of all cyberattacks. The origin of this bogus stat seems to be two similar-sounding, albeit not quite as impressive statistics.
The problem with the 99% claim isn’t just that it’s a misrepresentation of actual statistics; another issue is that it characterizes MFA as some sort of “super tool” – “the answer to all your security problems…or 99% of them at least.”
And this is precisely how you want your clients not thinking about cybersecurity. If they assume one tool or method will do all the work for them, they may not exercise proper vigilance or consistently employ best practices, creating vulnerabilities that experienced threat actors can easily exploit.
Hard Truths
The lessons here have all been pretty simple. Tell your clients the truth – about MFA, and everything else, too. They can handle it. They can even handle the hard truths about MFA, like…
MFA isn’t infallible
It’s highly effective, but not a complete (or anywhere near complete) defense against cybercrime. But don’t tell your clients just this; also highlight specific ways that threat actors can bypass MFA:
- Prompt Bombing
- Phishing
- Social Engineering, etc.
MFA creates inconvenience
While some MFA solutions are more user-friendly than others (we’re particularly proud of our ID 20/20 software for offering a seamless user verification process), there’s no such thing as an MFA solution that creates zero inconvenience. It’s an extra step by definition – no reason to pretend it isn’t.
MFA is necessary
Perhaps the hardest and most important truth of them all. MFA won’t solve all your security problems, but you still need it. If you’re looking for a clear analogy to help illustrate this point, talk about seatbelts: people need to wear seatbelts – or really should, at least – but that doesn’t mean seatbelts offer complete protection in traffic, or that you don’t need to do other things to stay safe on the road, like pay attention, follow traffic rules, go the speed limit, etc. Using MFA is like wearing a seatbelt.
In some case, MFA is literally necessary, as it’s now common for cyber insurance companies to require MFA for cyber coverage. If this is what it takes to get your clients using MFA, so be it.
Closing Thought – Relationships Matter!
Let’s say your client gets hit with a prompt bombing attack. All night long, their cell phone buzzes and lights up with notifications: one authentication request after another. At 5 am, exhausted and annoyed, they…
Well, that depends. Does your MSP have strong relationships with clients? Do your clients like you? Do they feel comfortable picking up the phone and calling your help desk – even at 5 am?
When people say cybersecurity is about people, this is what they mean – this exact moment when your client encounters something strange and suspicious. What do they do?
If they have a strong relationship with your MSP, if they’re comfortable calling you at the drop of a hat, if they like and trust you, then…
They will call you about it first, before taking any other action.
This is just one example that shows the importance of building strong relationships with your clients – one of many. When you establish genuine relationships with clients, it not only makes things easier (like sharing hard truths about MFA); it also enhances overall security by fostering transparency and teamwork.
Communication, collaboration, cooperation. Even with the latest AI-fueled innovations, these remain the most powerful security tools at our disposal.
But how do you build strong MSP-client relationships?
Lots of ways – but this blog post has focused on a particularly important aspect of building strong relationships: telling the truth! It’s not always easy, but if you’re consistently transparent with clients, they will come to appreciate your honesty and trust you. And when that happens, they will be much quicker to accept a hard truth from you than an ‘easy lie’ from the MSP down the street.
So keep it real, stay safe, and stay tuned for more security-focused content as we celebrate #CybersecurityAwarenessMonth here at The 20.
Learn more about The 20 MSP Group and how we help small and medium-sized MSPs find success in our fiercely competitive industry.
The 20 MSP’s aggressive consolidation strategy gains momentum as it welcomes a key player into its network of IT excellence.
Full Press Release Here
Plano, TX, October 04, 2023 — The 20 MSP, an industry-leading managed service provider with offices spanning the country, today announced another strategic acquisition. The latest MSP to join The 20’s ranks is 3i International, a prominent player in the managed IT services industry serving clients in the Houston and Dallas areas.
This deal marks the twenty-fourth for The 20 since the company entered the M&A arena last year.
3i International rose to prominence as a member of The 20’s peer group, leveraging The 20’s acclaimed growth platform to evolve into one of Texas’s most highly regarded IT firms. 3i’s track record of client success reflects the company’s unwavering commitment to empowering small and medium-sized organizations through smarter, more streamlined technology, and their industry specific expertise has solidified their reputation as the go-to IT provider for various sectors in Houston and beyond. The 20’s leadership team is energized by the opportunities this partnership opens up.
“We have a special bond with 3i, having worked closely with their team over the years” said Tim Conkle, CEO of The 20. “They have consistently exhibited a deep understanding of both the business and technical side of the MSP equation. Our growth plan is fueled by quality – quality people, quality services, and quality culture – and we couldn’t be more excited about the quality we’re adding with 3i.”
Mark Elliott, President and CEO of 3i International, expressed his enthusiasm about the opportunities for growth and innovation that lie ahead. “The 20 is a stand-out national MSP on an incredible trajectory. I’m thrilled to be joining a forward-thinking team committed to setting new standards in managed services, and ready to do my part to help them continue to innovate and raise the bar.”
This latest acquisition deepens The 20’s rapidly expanding national footprint while extending its reach in several key markets. Since beginning its M&A spree with a flurry of acquisitions in 2023, The 20 has kept its foot on the gas, and plans to continue consolidating throughout the remainder of this year.
“We have momentum and a rock-solid acquisition process that’s only getting more efficient,” shared Conkle. “But what really sets us apart is our large pool of acquisition candidates who already align with The 20 both operationally and culturally – the 170+ MSPs in our group. This is the real difference-maker, and the linchpin in our ambitious growth plan.”
As businesses continue to invest in technology at unprecedented rates, The 20 intends to remain on a rapid growth trajectory, with multiple acquisitions lined up each month for the remainder of 2023. Conkle has remarked on the relative ease of The 20’s integration process and how exclusively purchasing MSPs in The 20’s peer group minimizes attrition, streamlines tool integration, and saves sellers’ significant dollars through reduced legal fees.
“Our unique M&A approach is empowering us to build a national footprint without sacrificing the local relationships between MSPs and their customers. This is the best of both worlds – and a recipe for success in our competitive industry.” Pinecrest Capital Partners served as the exclusive financial advisor to The 20 MSP on the acquisition and associated financing.
About The 20 MSP
The 20 MSP has been helping businesses succeed through better technology since 1986. As a leading provider of managed IT services, The 20 MSP serves hundreds of businesses nationwide, providing each one with white glove service, secure and streamlined IT infrastructure, and 24/7/365 support. We believe in building lasting relationships with clients founded on trust, communication, and the delivery of high-value services for a fair and predictable price. Our clients’ success is our success, and we are committed to helping each and every organization we serve leverage technology to secure a competitive advantage and achieve new growth. To learn more, visit the20msp.com.
About The 20
The 20 is an exclusive consortium for Managed Service Providers (MSP) aimed at dominating and revolutionizing the IT industry with its standardized all-in-one approach. The 20’s robust RMM, PSA, and documentation platform ensures superior service for its MSPs’ clients utilizing their completely US-based Help Desk and Network Operations Center. Extending beyond proven tools and processes, The 20 touts a proven sales model, a community of industry-leading MSPs, and ultimate scalability. To learn more, visit the20.com
The Friendly Face of Cybercrime
The recent MGM breach serves as a wake-up call for businesses of all sizes – especially MSPs – emphasizing the urgent need to defend against social engineering threats.
As an MSP owner, you’re no stranger to the cyber threat landscape – how it’s constantly evolving and shifting as cybercriminals find new ways to make honest, hardworking citizens’ lives a living nightmare. But one truth remains, and it’s a truth we’re revisiting in this blog post:
Cyberattacks are not always launched by an act of technical wizardry or digital deception. Oftentimes, they begin with a simple phone call, and wear a friendly face – and that’s what makes them truly scary.
The Friendly Face of Cybercrime
For most people, the word “hacker” conjures an image of a guy typing furiously in a dark basement, pausing only to rub his palms together and cackle like a movie villain.
But the truth is, cyberattacks often wear a much friendlier face – and that’s what makes them so effective.
Take the recent attack on MGM – a devastating breach that has cost the casino giant $52 million in lost revenue (and counting). Plus, think about the reputational damage!
It started with a 10-minute phone call. The threat actor – purportedly part of the ransomware gang ALPHV – found an MGM employee on LinkedIn, called the help desk pretending to be that employee, and asked for a password reset.
And just like that, this cybercriminal gained access to MGM’s network.
Social Engineering – The Biggest Threat to Your MSP
The threat actors responsible for the MGM breach used “social engineering” (a fancy term for tricking people).
Social engineering doesn’t rely on technology; it relies on human nature – on how much trouble we have saying “no” to someone who is polite, convincing, friendly.
It turns out we have A LOT of trouble with this, which explains why 98% of cyberattacks use some form of social engineering!
And when 43% of all cyberattacks are on small to medium-sized businesses (SMBs), having a robust defense against social engineering isn’t just a good idea; it’s a necessity.
ID 20/20 – Your Solution Against Social Engineering
You can’t change human nature, but you can give your MSP a tool that stops social engineering attempts in their tracks.
Our patented ID 20/20 software is purpose-built for MSPs, delivering a user-friendly, cost-effective, and supremely effective defense against social engineering threats. We understand that MSPs require robust tools not only to protect their own sensitive data but that of the businesses they serve, and failure to do so could lead to catastrophic breaches with far-reaching consequences. You are in effect a gateway to a whole network of organizations and a veritable treasure trove of sensitive information.
How does it work?
ID 20/20 enlists MFA (multi-factor authentication) to verify a live caller’s identity.
When “John” calls your MSP’s help desk, how do you know it’s really John?
If you have ID 20/20 software, a code is sent to so-called John’s email or cell phone. If “John” can’t verify the code, there’s a good chance he’s not really John.
The whole thing takes less than a minute, requires zero downloads, and will protect your MSP – and your clients – against the most common type of cyberattack. We’re confident that if MGM had implemented a solution like ID 20/20, they could have sniffed out the threat actor right away and saved themselves millions.
We’ve made ID 20/20 cost-effective for small and mid-sized MSPs, convenient for your end clients, and the last thing hackers want to encounter when they come for your business.
Click here to discover why ID 20/20 is quickly becoming the go-to live caller verification tool for SMBs across the country, and a popular choice for MSPs of all sizes. If you’re interested in using ID 20/20 at your MSP business, you can schedule a call and we’ll go from there!
Do we hope your organization decides to use ID 20/20 as a defense against social engineering attacks? Of course! We’re proud of the tool and know it makes MSPs and the businesses they serve immeasurably more secure.
But whatever you decide to do, please – PLEASE – don’t do nothing. Social engineering attempts are rampant and they’re wreaking havoc in both public and private sectors. Make today the day you took a stand.
Change.
If you want to grow your MSP, you’ve got to change. It’s really that simple – and complicated.
Here at The 20, we work with hundreds of managed service providers (MSPs) from all over the United States – and some in Canada, too!
These MSPs come to us looking for help. They want to be the best at what they do – delivering managed IT services – and they hear we can help with that. It is in our name, after all: we can help your small to medium-sized MSP reach the top 20% of the managed services industry.
But some of the MSPs that join The 20 grow a lot faster than others. Why is that?
While there’s no single answer to this question, only a number of reasons why some of our MSP members grow faster than others, one reason does seem to loom large above the rest – a trait that we find predicts an MSP’s future success with startling accuracy…
The Ability to Change
Every MSP owner who joins our community is enthusiastic, passionate, ready to grow. But they’re not all equally thrilled about the prospect of making big changes to their respective organizations.
And we do mean big. In almost every single case we encounter – and we’ve worked with a lot of MSPs over the years – “getting to the next level” is largely a matter of making large-scale, foundational shifts.
Is it easy convincing MSPs to make these big changes? Not always. Even though seeing the success our other members is usually enough to convince newer members to go ‘all in’ on our model, there can be some resistance – especially at the outset.
This doesn’t surprise us. Change is hard, and it’s not like we’re asking these MSP owners to try out a different brand of dish soap or a new ringtone. This is their business we’re talking about here, and being asked to change something you care about deeply can be extremely daunting.
But if you really want to grow your MSP and ascend to the top of our large and competitive industry, you’ve got no choice. It’s change and grow, or don’t and don’t.
Time to get more concrete. Let’s consider a specific type of change MSPs must make if they’re aiming for steady, long-term growth.
The Art of Letting Go
Change is hard. Everyone knows that. But why is change so hard? Here’s one answer:
Change is hard because it forces us to step outside of our comfort zones. Thus, the key to change is embracing discomfort.
You’ve probably heard some version of the above a million times. But is that the whole story? Is mastering change really just a matter of learning to embrace discomfort?
We’re not convinced – especially when it comes to change in the MSP space. That’s because as counterintuitive as it may sound:
One of the biggest and most challenging changes most MSPs have to make actually makes life easier and more comfortable.
But how can that be? How can a change be “one of the biggest and most challenging” when it makes things easier?
The answer has to do with scalability. If you run a smaller MSP, you’re likely accustomed to doing everything more or less on your own, juggling multiple roles from sales and customer support to technical operations and administration. This ‘one-person band’ approach can work when you’re small, but it’s not scalable. With the one-person band approach, things fall apart when your MSP starts getting big, preventing it from ever getting really big.
Transitioning to a more scalable model requires a radically different approach: letting go.
If you want to grow a large, successful MSP, you’ve got to hand over parts of your business to others – as well as develop a playbook of documented processes to make sure things go smoothly without your direct oversight.
In our experience, many MSP owners find it incredibly challenging to make this shift and truly let go. And this is in spite of the fact that letting go – and, just as importantly, finding the right people to manage the various parts of your growing business – makes things much, much, much easier on you.
Again, this doesn’t surprise us. When you’re used to doing things one way, doing things another way is going to be tough – even when, paradoxically enough, the new way actually makes things easier! Moreover, it’s easy to fall in love with being busy – to equate feeling stressed out and ‘at capacity’ with doing right by your MSP. You might find yourself thinking, “Hey, I’m barely sleeping, working all the time, and I’m a nervous wreck – surely I’m doing my part to facilitate my MSP’s success!”
But this way of thinking can be dangerous and unproductive, leading to burn-out while also hindering your MSP’s growth (remember, the one-person band model isn’t viable long-term because it’s not scalable).
So find ways let go. Hire, outsource, join peer groups – figure out where you need help, and get it. Because the sooner you can build your trusted team and peer network, the sooner you can experience the sort of business growth you dream about.
We know letting go is hard, so we’re sharing some strategic shifts in mindset that we think might help you loosen your grip on the reins of your MSP business…
Reconceptualize Your Role: From Player to Coach
To help cultivate trust in others and delegate tasks more effectively, you might try thinking differently about your own role within your MSP business. Instead of viewing yourself as the ‘star player,’ try thinking of yourself as the coach – or some other figure whose job is to educate, guide, and bring out the best in others.
Work On (Not In) Your Business
Leaders at truly successful MSPs spend much more time working on their business than in their business. When you delegate daily tasks to your capable team, you can step back and work on your business – see the bigger picture so you can identify opportunities for growth, innovation, and greater overall efficiency. Remember, your primary job as the leader of your MSP isn’t busy work – it’s making your business work.
Glorify Working Smarter, Not Harder
We live in a culture that glorifies ‘the grind,’ but the hustle mindset can be detrimental in the entrepreneurial space, where success isn’t simply a matter of putting in the most hours. Yes, you should work hard, but think carefully about how you work – and how your team works. When your goal is to work as smart as possible – not as hard as possible – delegating to others quickly becomes second nature.
From Head to Paper
When you’re a one-person band, you can get away with keeping your MSP’s business-critical information in your head (although it’s not ideal, and a robust documentation program is something we recommend to every MSP, regardless of its size). Documentation becomes particularly important, however, as your MSP grows. Documenting your MSP’s processes not only allows you to solidify operations, it also allows you to delegate tasks and train new employees more effectively and efficiently. Instead of hovering over your team and directly guiding them, you can be ‘present’ in the form of your stellar documentation.
Consider The 20
What’s the real lesson here? If growing a large and successful MSP requires letting go and making the transition from a one-person band to a bona fide, process-driven, and highly scalable company, does that mean you should create and document your key processes, hire a bunch of people, and just wait for the revenue to start rolling in?
If only things we’re so simple! Hiring a capable team isn’t exactly cheap, and attracting/retaining quality talent is a notoriously difficult task in the MSP space at the moment (according to a recent Kaseya study, hiring is the third biggest business challenge for MSPs, right after “security” and “acquiring new customers”).
If you’re struggling with growth and scalability at your MSP business, but don’t want – or simply can’t afford – to hire your way out of trouble, consider becoming a member of The 20.
When you join The 20, your MSP can be “bigger than it is” – and without necessarily making a single new hire!
Just ask Bill, who joined The 20 and gained access to a world-class marketing department he could never have built through hiring alone.
Or ask Mark, another member who was able to start selling more aggressively, knowing The 20’s 24/7 US-based help desk was there to help him handle larger clients.
Curious to learn more? Visit our website for more member success stories as well as information about The 20 – who we are and how we help small and medium-sized MSPs find success in our fiercely competitive industry.
Presented at VISION ’23, The 20’s tenth annual VISION conference, these awards recognized MSPs and vendors for their outstanding achievements.
DALLAS, Aug. 28, 2023 — The 20 MSP Group, leading MSP consortium, honored top-tier MSPs and vendors at VISION ’23, the company’s tenth annual VISION conference. These awards recognized MSPs and vendors for their outstanding achievements over the past year.
“The 20 is proof that MSPs can work together and take pride in each other’s success. Giving out these awards to recognize the tireless efforts of the MSPs in our community is gratifying in and of itself, but it’s especially gratifying in the context of our group — we love seeing each other win, and anyone who was in attendance could see that,” said Tim Conkle, CEO of The 20.
“It was also a tremendous honor to recognize top-performing vendors for their innovative tools and solutions, which not only empower our MSP members to do more with less, but also push our entire industry forward,” Conkle added.
The 20’s VISION ’23 Awards include:
MSP of the Year – Sean Morreno, Data Tech Cafe
MSP Business Growth – Reade Taylor, Cyber Command
Most Engaged MSP – Brandi & Chris Couse, Mash Grape Technologies
Support Desk Favorite – Greg Padgett, Eagle’s Wings Technologies
Ambassador of the Year – Forrest Smith, ASGARD IT Services
Best Revenue Booster – Galactic Advisors
Most Disruptive Solution – Cytracom
Most Helpful Vendor – Huntress
Product of the Year – Pax8
Partner of the Year – BLOKWORX
Hailed as the premier MSP event of the year, VISION ’23 was attended by hundreds of MSPs from all across North America, and featured best-in-class thought leadership, actionable content sessions, channel trends, interactive peer panels, and peer networking — all focused on helping growth-minded MSPs position themselves for success in the coming year. This year’s event boasted two keynote speakers: best-selling author and motivational speaker, Amberly Lago and author of “ROE Powers ROI, Mike Rose.
About The 20 MSP Group
The 20 is an exclusive business development group for Managed Service Providers (MSPs) aimed at dominating and revolutionizing the IT industry with its standardized all-in-one approach. The 20’s robust RMM, PSA, and documentation platform ensures superior service for MSP clients utilizing their completely US-based Help Desk and Network Operations Center. Extending beyond cutting-edge tools and processes, The 20 touts a proven sales model, a community of industry leaders, and ultimate scalability. For more information, visit the20.com.
VISION ’23 Recap
From Good to GREAT!
We came. We saw. We VISION’d.
It’s over, folks – our seventh annual VISION conference – but that doesn’t mean it’s gone. We’re certainly still feeling the buzz – and judging by the feedback that’s already rolling in, so too are the event’s hundreds of attendees.
Every year, something special happens at VISION. We call it “VISION magic.” But whatever you want to call it, it’s a powerful thing that emerges when people come together with open minds and good hearts – and an indomitable desire to succeed.
That said, this year’s event felt magic in a major way. Especially special. Truly great.
Maybe that’s because of the conference theme – taking an MSP from good to great – but we’re pretty sure it’s because this MSP community is made up of some of the most kick-a**, hardworking, and kindhearted people on the planet.
So while the memories are still fresh, we want to look back at the events of last week – at the GREAT time we had at VISION ’23.
We want to talk about the people, the ideas, the moments, and of course, that VISION magic.
We hope you enjoy this recap of VISION ’23. And if you missed out on the events of last week, don’t despair. We’re determined to raise the bar yet again at VISION ’24 – maybe our theme next year will have to be … “from great to greater”!
Tuesday – “The Kickoff”
The sun was out and the MSPs were flooding in. From Wisconsin. From California. From New Jersey. From Canada. Hundreds of MSPs, all looking to get better. All looking to grow.
Everyone arrived safely and we could tell right away that the MSPs in attendance we’re pumped up and ready for the very thing we promised in many of our marketing materials: “a conference experience like nothing else in the channel.”
We wasted no time getting things started, taking to the rooftop patio at the Omni Hotel (an absolutely top-class establishment next door to the Dallas Cowboys World Headquarters) for the VISION ’23 Kickoff Party.
Cold drinks were sipped. New friends were made. And even though it was hot – like, really hot – the patio was still full at 7 pm, two hours after the party got under way.
And it wasn’t because attendees were determined to get their photos taken with our special guests, the Dallas Cowboys Cheerleaders. It was because they were having a blast with each other. It was because of that VISION magic.
Wednesday – Day One
We got started bright and early on Wednesday morning. After getting their breakfast tacos and coffee, attendees filled the Omni’s grand ballroom for our very own Tim Conkle’s opener, The Thin Line Between Good and Great.
Tim’s energetic, enlightening, and entertaining presentation set the tone for the rest of the day’s sessions. Some highlights:
FTC Safeguard Rule and Contracts: Navigating Rough Seas – Joseph Brunsman and Daniel Astin
Joe and Dan are a dynamic duo in the realm of cyber and professional resilience, and their presentation was packed with the type of actionable guidance our attendees have come to expect at VISION. Hats off, gentlemen – you rocked it.
Exploring the Intersection of Cybersecurity and AI – Allies or Adversaries? – Rob Boles
Rob Boles (President of BLOKWORX) is one cool dude, and his no-nonsense presentation at VISION ’23 had the undivided attention of every single MSP in the room. Thank you, Rob, for sharing invaluable insights that can save livelihoods.
Return on Energy – Mike Rose
Mike Rose’s ideas on leadership, communication, and building team culture have transformed thousands of businesses around the globe. And at VISION ’23, Mike took to the Main Stage to deliver an eye-opening Keynote that left us all feeling charged up. The way Mike laid out the differences between vision, strategy, and tactics made so much sense. We can’t wait to apply his ideas at The 20 – and we know a lot of MSPs in attendance feel the same way. Now let’s go get that ROE!!!
The Art of Continuous Improvement – Ken Pecot
Since joining The 20 back in 2021 as COO, Ken has helped us transform our operations and team culture in ways that continue to reverberate and drive us forward. Naturally, a lot of us have been curious about how Ken developed his powerful business philosophy and came to be the incredible leader he is today. We – and everyone else in attendance at VISION ’23 – got the answer to that question thanks to Ken’s awesome and candid presentation. Thank you, Ken, not only for what you do at The 20, but for sharing your wisdom with the MSP community. Your words carry serious weight, and your ideas have helped – and will help – a lot of MSPs make some serious breakthroughs.
Marketing – Old Truths and New Lies – Crystal Conkle (Moderator), Andra Hedden, Jimmy Hatzell, Emalee Sugano, Anne Stobaugh
What happens when you bring five of the brightest minds in MSP marketing together for a panel discussion? Well, if what went down at VISION ’23 is any indication, you get nothing less than a marketing masterclass. We had high hopes for this one, and the conversation between Crystal (The 20), Andra (Marketopia), Jimmy (CyberQP), Emalee (BLOKWORX), and Anne (Microsoft) blew our expectations right out of the water. So many good ideas. So many refreshing takes. So much fun. Brilliant stuff all around, panelists!
State of the Channel: Straight Talk – Fred Voccola & Tim Conkle
It’s a good thing the VISION stage is so big, because last week it needed to hold two industry giants. Fred and Tim sat down for a lively and far-ranging discussion about what’s been going in the MSP space – but not before Crystal Conkle put Fred in the hot seat with some … unexpected questions. Thanks for being a good sport, Fred!
And thank you both Fred and Tim for not only a terrific and refreshingly honest conversation, but also, for kicking off a spontaneous fundraiser for the Coventry Reserve. Your generous contributions inspired a series of donations, and reminded us all just what a big heart this MSP community has.
***
After two engaging and informative Breakout Sessions led by BLOKWORX and Nerdio, plus another word from Tim, we all retired to our rooms to get a good night’s –
Just kidding. This is VISION. We wrapped up Day One with Happy Hour at the Omni. After a day of learning, it was great seeing everyone come together for drinks, laughs, and games.
Thursday – Day Two
We hit the ground running on Day Two. Tim took to the Main Stage after breakfast for his presentation on M&A in the MSP Space: Not All Roads Lead to Rome. It’s no secret that we’ve been on an M&A spree here at The 20 over the past year or so, acquiring nearly two dozen MSPs as we pursue our goal of building a national MSP with unmatched scale and service delivery. At VISION, Tim shared lessons he’s learned along the way – lessons that will surely help out MSP attendees with their own M&A journeys.
More M&A lessons came later in the day when Scott Renkes and Bobby Renkes of Pinecrest Capital Partners delivered an eye-opening presentation, M&A for MSPs: Growth and Value Drivers. Coming from the invaluable perspective of private equity, these two M&A experts gave attendees a clear look at the state of M&A in the managed services industry, along with actionable advice on how to navigate the intricate landscape of M&A effectively. MSPs are hungry for M&A guidance, and these two experts delivered the goods. Great job, guys!
Sales Wisdom
On Day Two of VISION ’23, we heard from a stellar MSP Sales Panel moderated by Tim and featuring Andy Gainor (The 20), Jacob Sanders (The 20), Seana Fippin (Red Box Business Solutions), and Gary Blawat (The 20). These panelists know MSP sales like nobody’s business, and their collective expertise shined a light on what it takes to be not only good at sales, but great.
Later in the day, after two outstanding Breakouts led by Cytracom and Dell, Miguel Lopez (SVP and GM at Kaseya), drove home the importance of sales and marketing to success in the managed services industry. Miguel’s energetic and hilarious presentation, Consultative Selling, was filled with a multitude of important lessons, our favorite of which was … Marketing isn’t bullsh*t. We love it, Miguel!
Elevating Your MSP with Marketing Automation – Nabila Moumen
Joining us from Paris, France for her second consecutive VISION, Nabila Moumen rocked the house with a lively, insightful, and captivating presentation on automation – and its power to drive MSP growth. After her session at VISION ’22, we knew Nabila would dazzle us, and dazzle us she did – with her knowledge, with her humor, with her warmth. We hope you come back next year, Nabila, to make it three in a row!
Navigating Life’s Challenges with True Grit and Grace – Amberly Lago
Wow. Wow. Wow. What a story. What a presentation. What a message. Amberly’s highly anticipated Keynote at VISION ’23 made it clear to everyone in attendance why this woman is one of the most sought-after speakers in the world. Her energy, her wisdom, her heart – Amberly Lago is the real deal, and we are SO grateful for the wisdom she shared this year at VISION. Thank you, Amberly. Thank you.
Do Your Clients Know You Love Them? – Eric Kehmeier
Eric joined The 20 as an MSP owner with big plans. He worked hard, applied our proven methods, and grew a tremendously successful MSP called “Integrated Business Technologies.” Now, Eric is our VP of Client Services, a position that allows him to cultivate the most important aspect of our growing business: relationships. At VISION ’23, Eric spoke on the importance of relationships – of truly loving your clients – and simply put, his presentation was awesome. We love you, Eric!
Speaking of love, we wrapped up Day Two by showing love to this year’s VISION Award winners. Taking home prizes were…*drumroll*…
- MSP of the Year – Sean Morreno, Data Tech Café
- MSP Business Growth – Reade Taylor, Cyber Command
- Most Engaged MSP – Brandi & Chris Couse, Mash Grape Technologies
- Support Desk Favorite – Greg Padgett, Eagle’s Wings Technologies
- Ambassador of the Year – Forrest Smith, ASGARD IT Services
- Best Revenue Booster – Galactic Advisors
- Most Disruptive Solution – Cytracom
- Most Helpful Vendor – Huntress
- Product of the Year – Pax8
- Partner of the Year – BLOKWORX
Congratulations everyone – y’all are doing big things and the recognition is well-deserved!
VISION Party!
It wouldn’t be VISION without the one and only VISION Party. And so, after a productive second day, we all headed over to Concrete Cowboy for our end-of-conference bash.
Was it fun? Oh yeah. And is it true what they say – “no one parties like The 20”?
We’re not going to toot our own horn, so if you really want to know, you’ll just have to attend VISION ’24 and find out for yourself.
Day Three – Members Only
VISION is open to all MSPs, but we like to host a special half-day just for members of The 20 MSP Group, our MSP ‘co-op’ devoted to giving small and mid-sized MSPs the tools and resources they need to get to that next level.
What went down at our Members-Only Half-Day?
We can’t divulge any of our in-house secrets, but we will say this: the camaraderie between our members never fails to hearten us. To see a ballroom’s worth of people – people who are supposed to be competitors – all working together and sharing ideas … It’s humbling to say the least, and a powerful reassurance that we’re doing something special here at The 20.
Final Reflection – More Than Worth It
VISION is three days, but it’s multiple months in the making. It’s thousands of hours of planning, strategizing, ordering, designing, writing, sharing. It’s countless conversations. It’s continual collaboration between our marketing team members. It’s work, work, and more work.
But it’s more than worth it. That’s because however much energy we put into our planning, the energy we get in return – from our attendees, from our speakers, from our sponsors, and from our wonderful MSP community – makes the monumental undertaking feel like a privilege.
So does feedback like the following we received from Fred Voccola, a man who knows a thing or two about IT events:
“VISION is an awesome event – one of the best in the channel. And I can say that because at Kaseya we host events. We host really big events. And every time I do this, I ask Tim and his team how can we do it better, how can we be more like VISION. VISION’s fantastic.”
Thank you, Fred. That means a lot. And a Texas-sized thank you to everyone who participated in VISION this year – MSPs, speakers, sponsors, hotel staff … The list goes on. VISION is about people, and y’all truly are the best.
Till next time, wishing everyone a healthy, happy, and productive rest of 2023. Let’s make it great!
The 20 MSP Continues to Lead M&A Charge with Latest Acquisition
We’re proud to announce our acquisition of Inerva Technology Advisors, an award-winning IT firm serving clients in the Greater Saint Louis Area and beyond.
Big news! The 20 MSP has completed its twenty-third acquisition to date, marking the tenth deal closed this year.
Our latest strategic move brings on board the esteemed IT firm, Inerva Technology Advisors, headquartered in Saint Louis and led by Derrick Weisbrod, founder and CEO. Inerva has been knocking it out of the park as a member of The 20 MSP Group. Their commitment to client success, their tireless innovation and problem-solving prowess, their dedication to tailoring solutions to the unique needs of their clients’ industries – these are just some of the reasons why it’s an honor to welcome Inerva to the team.
Our CEO Tim Conkle expressed his excitement about the deal: “Adding Inerva to the team gives us a huge boost in terms of resources and expertise – especially in the healthcare industry. We’re getting bigger because we want to get better, and this latest move will help us do exactly that. I’m excited on our clients’ behalf for the improvements coming their way.”
The 20 MSP is quickly turning into the first national MSP of its kind, and the growth journey we’re on is something special. And while it’s important to stop and smell the roses, our focus is firmly on the the future. So, what lies ahead for The 20 MSP?
Full Speed Ahead
We plan to sustain our M&A momentum in the coming months, as we look to build a lasting national footprint and extend our reach in several key markets. The time for consolidation is still ripe, and we’re lucky to have a full pipeline of acquisition candidates: the MSPs that belong to The 20 MSP Group.
It’s hard to overstate the importance of the role The 20 MSP Group plays in our consolidation efforts. Conkle has commented on the connection between the group and our M&A strategy:
“Bringing quality people together to amplify each other’s talents and strengths is what The 20 has always been about, and we’re following that same logic with these acquisitions. The right people in the right seats is how we make magic happen.”
That’s the ticket: bringing people together. Every acquisition is really a celebration of a preexisting partnership. And while there is no expectation that an MSP joining The 20 MSP Group will eventually sell to us, we take pride in offering this viable exit strategy for our MSP members.
Visit Our Newly Launched Page for Free M&A Resources
Stay tuned for more M&A news from The 20 and make sure to visit our newly launched M&A page, a great free resource for managed service professionals who are curious about consolidation, or even ready to get in on the action.
Last chance to Register for VISION ’23!
There are plenty of IT conferences, but there’s only one VISION. VISION ’23 is just weeks away and this could be your last chance to register. Here at The 20, we do IT events our way. That means content you won’t get anywhere else, an atmosphere you won’t find anywhere else, and a transformative experience that will leave you counting down the days till VISION ’24.
Get your ticket today.
VISIONs of Greatness – Greatness. Defined.
What does it mean to be great? Is greatness, like genius, something elusive, forever beyond the reach of our definitions? Is it futile to even attempt a definition of greatness? Maybe. But that’s not going to stop us from trying.
So you want to be great?
Welcome to the club. A lot of people desire greatness, but to actually become great, you’ve got to do a lot more than want it – you’ve got to live it. Day in, day out. You’ve got to put in the work. That’s because at the end of the day …
“It’s not about money or connections – it’s the willingness to outwork and outlearn everyone when it comes to your business.” – Mark Cuban, Entrepreneur & Investor
And working hard means working hard at every part of your business, your craft, your goal. Not just the big, fun stuff, but all the boring little details, too. After all …
“Greatness is a lot of small things done well.” – Eric Thomas, Motivational Speaker & Author
If that sounds hard, that’s because it is. So if you’re going to pursue greatness, make sure you pick something you love, because …
“You can only become great at that thing you’re willing to sacrifice for.” – Maya Angelou, Writer & Activist
… and it’s not worth all that sacrifice if you don’t love it.
It’s also not worth the pain. That’s right – there’s pain on the path to greatness. And failure, too. Plenty of failure. But hey, don’t stop when the going gets tough, because here’s the thing …
“Greatness begins beyond your comfort zone.” – Robin Sharma, Author & Speaker
OK, but what if you go for it … and fail? What if you put everything you have into your dream, and things don’t work out? What if –
Look, those thoughts are scary. They’re also human. Every great person in history likely started their journey to greatness with serious doubts. With fear. So embrace those doubts and make friends with your fear, because …
“Greatness comes from fear. Fear can either shut us down and we go home, or we fight through it.” – Lionel Richie, Singer & Songwriter
As for the possibility of failing, that’s just part of the deal. Nothing ventured, nothing gained. So, when you feel that fear bubbling up, just remind yourself …
“No one ever achieved greatness by playing it safe.” – Harry Gray, Business Leader & Philanthropist
In the pursuit of greatness, you can plan, strategize, and learn as much as you can to mitigate risk. But risk can never be eliminated. Greatness requires a leap of faith. It requires courage.
But the best thing about greatness – the thing that makes greatness, well, great – is that it’s usually worth it: the risk, the work, even the pain.
That’s because true greatness is bigger than you. It’s bigger than any one of us. True greatness makes the world a better place. Is the moon landing great? Of course. But so is an act of kindness. So is sitting beside a hospital bed for hours …
“Everybody can be great, because everybody can serve.” – Martin Luther King Jr.
Wise words from Dr. King. Service IS great. Helping others is great. Caring is great.
This brings us to a crucial point: greatness isn’t about how much ‘success’ you have – how much money you make or how many people know your name (even though greatness tends to lead to success). It’s about who you are and how you treat others.
“Most people define greatness through wealth and popularity and position in the corner office. But what I call everyday greatness comes from character and contribution.” – Stephen Covey, Author of The 7 Habits of Highly Effective People
Character and contribution. That’s it, right there. Greatness comes from within, and it manifests in how we affect the world around us – and the people we encounter. And it’s in all of us, too, this capacity to be good, to do good. To be great and do great.
So don’t wait to be great or make plans to be great.
BE great. In your thoughts, in your intentions, in your actions. Greatness starts with the small things. And it starts … right … now.
Go.
***
If you enjoyed this piece, look out for the next “VISION of Greatness” from The 20. And don’t forget to register for VISION ’23, the MSP event of the year!
VISION is just a few weeks away – secure your seat before spots fill up!
VISIONs of Greatness – The Funny Thing About Greatness
He’s bearded. He’s bold. He’s silly. He’s creative. He’s one of the most successful comedians of all time. He started out doing stand-up and bombing. He became a Hollywood star. He still does stand-up. He still bombs. Studying his career—his approach—teaches us a lot about greatness. Turns out, greatness is a funny thing.
A True Story
He’s great. He’s rich, he’s famous, and everybody likes him (well, not everyone, but in this day and age, consensus is an all but mythical phenomenon).
And it’s not surprising. He is likeable. Is it his face? The beard? His overall appearance? When he hosted SNL, he described his look in a variety of colorful ways:
- “homeless college professor”
- “marijuana Santa Claus”
- “someone who looks like they write on alpaca message boards”
People laughed. The things he said brought them joy. And maybe that’s it, right there—the reason he’s well-liked, the reason he’s great:
He brings people joy.
But like many comedians who got their start on the stand-up stage, success didn’t come quickly or easily. Before everyone knew him—before everyone liked him—he was just a scared kid pursuing a dream.
He still remembers that first road gig, at a dive bar in Kentucky.
The owner told him to perform in a cage—you know, for protection against the beer bottles the crowd might throw.
Naturally, in those early days, he would get nervous before a set. Real nervous. Scared.
What about now? After doing stand-up for decades, after starring in one of the highest-grossing comedy trilogies of all time, after interviewing, on his own fake talk show, the former President of the United States …
How does he feel when he takes the stage?
You want to know the truth?
He still gets nervous.
That’s because he’s still chasing the goal. He’s still getting after it.
But he’s rich, he’s famous, and everyone likes him. What else is there to prove? Achieve?
Well, here’s the thing … For him, “fame and all that crap” wasn’t—and isn’t—the goal. The goal is the stand-up itself.
The craft of bringing people joy.
And you can never perfect that. You can never be done. So you keep trying new stuff. You keep bombing. You keep creating. You keep going—rain, shine, or beer bottles.
It worked for Zach Galifianakis, and it’ll work for you too.
The Insights
Greatness isn’t a state.
It’s a process: ongoing and unfinished. You never ‘get to’ greatness. It’s a horizon, a hypothetical destination that you just keep chasing. That’s because greatness is an expression of passion—of caring—and when you care, you never stop trying to get better.
Greatness isn’t ‘great.’
It’s human. It’s nerves. It’s uncertainty. It’s failure. Great people are just like everyone else. So if you want to be great in the hopes of becoming someone else, find yourself a new motivation or else you’ll be sorely disappointed.
So … you can’t ‘get to’ greatness and greatness changes nothing?
Pretty much! Told you greatness is a funny thing.
But jokes aside, the message here really is a positive and joyful one …
Enjoy THIS—this day, this moment, this life (not some imagined future where you’re perfectly content, confident, and at ease). Embrace the messiness of it all. The imperfection. The absurdity. And yes, even the failure. Because that’s the good stuff—that’s the great stuff—and it’s never going away.
***
If you enjoyed this piece, look out for the next “VISION of Greatness” from The 20. And don’t forget to register for VISION ’23, the MSP event of the year!
VISION is a month away – secure your seat before spots fill up!
VISIONs of Greatness – Want to be Great? Relax.
If you want to be the best, you have to outwork the rest. Early mornings, late nights. Go, go, go – Actually, scratch that. If you want to achieve greatness, you have to know when to grind and when to unwind.
Hustle culture. It’s a thing. And it’s dangerous. Not only does constantly working prevent you from enjoying the life you’re supposedly building for yourself, but it also hurts the work itself!
A Stanford study found that male basketballs players’ performance dramatically improved when they aimed for 10 hours of sleep a night.
Night shift air traffic controllers performed much better on tests when they were given 40 minutes of “nap time”.
People need rest – it’s really that simple.
This is particularly true for business owners, whose jobs can be more demanding than most. Entrepreneurs not only need to think about how to work effectively, but also, how to not work — how to chillax to the max.
To give you some inspiration, we’ve collected some highly successful people’s rest tactics: what do the profoundly productive do when it’s time to take their feet off the gas and unwind?
Brad Pitt
“… if I have something that I’m dealing with that’s causing me a lot of stress, my mind goes to architecture. I walk around the yard and start thinking about what I need to do to the house structurally.” (2009 Parade Magazine Interview)
Home repairs? While those might not sound particularly relaxing, as Pitt explains, “As a boy, you play with Tinker Tors, Lincoln Logs, Legos, and you get interested in how things are made … Years later, you come back around to what interested you as a boy.”
Ah, that actually makes a ton of sense.
Insight
Want to relax and feel lighter and more joyful? Revisit the things you loved as a child!
Novak Djokovic
“…you need to have a place where you know you can switch off and recharge your batteries.”(Independent)
So where does the world’s most dominant tennis player go to recharge? One of Djokovic’s favorite places to unplug is a Buddhapadipa Temple. Though not a Buddhist himself, he appreciates the serene atmosphere, and enjoys “hearing the peaceful sounds of the water.”
Insight
It’s important to think not only about how you relax, but where. Find your “happy place” and pay it frequent visits!
Elon Musk
“Sunday morning: to bake or not to bake cookies – that is not even a question. Definitely bake.”(Twitter post)
The man responsible for revolutionizing the auto industry and pushing the frontiers of space travel finds time to bake cookies. What else is there to say?
Insight
No one is too busy to relax. No one.
Katie Couric
“Bubble baths, yoga, sitting and doing nothing.”(HuffPost)
The renowned journalist revealed her preferred methods of mellowing out at Arianna Huffington’s 2-day Thrive Conference, and they all sound great – especially that last one. Sometimes, nothing beats nothing.
Insight
The modern hustle mentality is so pervasive it even shapes – or distorts, rather – the way we relax. Resist the urge to make relaxation one more item on your to-do list. That is, be careful not to make unwinding just another ‘something’ that must get done. Get comfortable doing nothing, and if your inner critic tries to make you feel guilty for not being productive, tell it to shut up!
Viggo Mortensen
“One of the best pieces of advice I ever got was from a horse master. He told me to go slow to go fast … We live as though there aren’t enough hours in the day but if we do each thing calmly and carefully we will get it done quicker and with much less stress.” (The Scotsman)
Spot on, Mr. Mortensen! Take on your to-do list one thing at a time, give each task your full attention, and do your best to stay as calm, cool, and collected as Aragorn in battle.
Insight
Relaxing isn’t just something you do after the work is done – it’s a crucial part of work itself, a tool that allows us to operate more efficiently and effectively.
Oprah Winfrey
“What I do for fun is I literally hang with my dogs, the four-legged ones … I love walking in the woods with my dogs.”(Makers)
We take care of our pets, but they also take care of us. And as Oprah reminds us, spending time with animals is FUN. There’s nothing like a dog’s zest for life to remind us not to take things too seriously and to stop and smell the roses – and in a dog’s case, anything else with a good, strong odor!
Insight
Fun is relaxing and relaxing is fun. If you’ve tried to jump on the meditation bandwagon and you just can’t get into it, don’t beat yourself up. Find something that brings you joy, because nothing restores us like having a good time!
David Goggins
“If it’s a rest day, truly allow your mind and body to relax. Turn your phone off. Keep the computer shut down … It’s not a day to lose yourself in technology or stay hunched at your desk in the form of a damn question mark.”(Can’t Hurt Me)
David Goggins is arguably the toughest human being on the planet. But what does the man who wakes at 3 am to run 20 miles – the man who completed more than 4000 pull-ups in 24 hours (a world record at the time) – do to relax?
He relaxes!
Simply put, if you want to get the most out of yourself and reach new heights in your personal and professional life, you have to commit as fully to your downtime as you do to your go-time.
Insight
When it’s time to go fast, go fast. But when it’s time to slow down, take your foot off the gas. All the way off. That doesn’t necessarily mean unplugging like Goggins, but it does mean avoiding those things that stress you out, even if only in subtle ways.
So ask yourself, “Does scrolling through my feed really help me decompress?”
If not, close that laptop, put down your phone, and find something else to do!
***
If you enjoyed this piece, look out for the next “VISION of Greatness” from The 20. And don’t forget to register for VISION ’23, the MSP event of the year!
Spots are filling up fast, so secure your seat today – and get ready to take your MSP from good to GREAT!
