Introducing IGNITE: 90 Days to Success at Scale

Here at The 20, we speak with hundreds of MSPs every month. The vast majority of these companies could really use our help with scaling, boosting profitability, pricing and packaging – in short, the entire ‘business side’ of things.

Some MSPs recognize this and sign up as members on the spot. Others hesitate, but eventually decide to take the leap and join our growth platform.

Then there are MSPs who know they need help – but choose to continue grinding it out on their own. Why? Various reasons, but one looms largest: a fear of change.

Historically, becoming a member of The 20 meant switching your tool stack, migrating your clients over to our 24/7 US-based support desk, and adopting a whole new sales process and pricing model – right away. It was a lot to ask – and for many MSP owners, it was just too much, too fast.

So we’re changing things up – in a major way.

Introducing IGNITE, your MSP’s 90-day path to success at scale. IGNITE is a program designed for MSPs who are curious about The 20 – and want help scaling – but aren’t ready to dive straight into full membership. Here’s how it all works…

IGNITE: Coaching, Clarity, Results

IGNITE gives your MSP a chance to experience the power of our platform without committing to full membership right away.

As an IGNITE member, you’ll spend 90 days working directly with our MSP community, leadership team, and your own dedicated growth coach. With their structured, hands-on guidance, you’ll dig deep into your MSP business and build a foundation for real, sustainable growth.

Here’s what’s included in your IGNITE membership:

A Custom Growth Plan

After completing IGNITE, our guess is you’ll be chomping at the bit for full membership. But even if we part ways, you’re guaranteed to walk away with a clear, step-by-step growth plan tailored to your specific goals. This isn’t theory – it’s structured execution to get you from point A to point B.

Benchmarking Insights vs “Top 20%” MSPs

The value proposition of The 20 is right there in our name: we want to help your small to mid-sized MSP break into the top 20% of our industry. But how far does your MSP have to go? How do your operations – including headcount, margins, service delivery, and tool usage – stack up against top performers?

What defines a top-20% company in our space? An IGNITE Membership will leave you with a clear picture of where you stand and where you need to improve.

Sales & Pricing Coaching

Forget wishy-washy advice and say hello to hands-on guidance from folks who built their own successful MSPs from the ground up.

IGNITE sets you up with expert coaching and highly structured support, starting with a 1-on-1 consultation to assess your business model, goals, challenges, and revenue performance.

The program also includes access to our PROPEL Sales Training, held live at The 20 HQ in Plano, TX. PROPEL is an immersive, 2-day workshop designed to bring new members up to speed on the sales and pricing methodologies used by elite MSPs.

Peer Groups for Accountability

As an IGNITE member, you’ll join a small band of business owners who are pushing for the same kind of growth you want. Being around these folks will teach you new strategies, provide fresh perspectives on familiar challenges, and light a fire under you like nothing else can. Say goodbye to the lonely grind – you’re in The 20 now!

A Migration Roadmap

As you move forward with IGNITE, you’ll likely want to know what a transition to full membership would look like. We’ve got you. While no tech or client migrations are required during IGNITE, we’ll provide you with a structured preview of what moving to The 20’s tool stack and support model would involve, breaking everything down into clear steps so you know exactly what to expect. Your roadmap will be personalized, detailed, and comprehensive. No surprises – just a clear path forward.

What Happens After 90 Days?

After 90 days, if you’re not seeing real results – and we’re talking about real, measurable progress – we’ll step back, reassess, and have an honest conversation. Does it make sense to adjust and continue with the program – or part ways, no hard feelings?

If things are clicking and your MSP is growing and scaling according to plan, we invite you to graduate to full membership.

You’ll move to our stack – a battletested set of tools optimized for MSP service delivery and efficiency. You’ll start offloading tickets to our 24/7 support desk. You’ll tap all the way into our sales engine, which includes co-selling assistance to help you land bigger deals.

IGNITE brings your MSP up to speed on elite strategies for growth, scale, and profitability. Full membership is where you really learn to fly.

Grow – Without the Gamble

For a while, we were so confident in our model that we asked your MSP to go “all in” from day one. But our job is to help MSPs grow, and we realized that giving the more cautious MSP owner a gentler onramp would, in the end, help more MSPs escape the grind and start scaling for real.

Can your MSP start off with full membership? Absolutely. If you’re ready to go all in, we won’t stop you. Maybe you’ve spoken with enough MSPs in our group to know that our approach gets results – and have no problem adopting new tools and processes.

But if you want to test the waters before diving in, IGNITE is what you’ve been looking for. You’ll get to know who we are, how we work – and most importantly, how we can help your MSP get to that next level.

It’s time to get unstuck. Let us meet you where you are – before we take you where you want to go.

To learn more and get on the IGNITE shortlist, book your kickoff call and let’s talk growth!

Two M&A Panels, Six Takeaways

Last week at MSP SUMMIT, The 20 hosted two back-to-back panels that pulled back the curtain on one of the hottest topics in the managed services industry: mergers and acquisitions (M&A).

What It’s Really Like to Sell to The 20 featured former MSP owners who sold their companies to The 20: Kevin Peterson, Darren Fippin, Gary Blawat, and Lance Keltner. These MSP veterans were generous with their knowledge and experience, and left attendees with a much clearer picture of the M&A process – including, yes, what it’s really like to sell your MSP to The 20.

M&A Meets Monday: When Employees Get the Email focused on the employee experience. All four panelists – Bobby Falco, Madison Vestweber, Bradley Gaudioso, and Mia Demelo-Schmitt – came to The 20 via an acquisition. Their discussion shed light on what it’s like to go through an M&A deal as a team member – the uncertainty, the opportunity, and the very real human side of M&A that often gets overlooked.

Our own Crystal Conkle (CMO) served as moderator for both discussions, asking thoughtful, unfiltered questions and creating space for stories that were equal parts practical and personal.

In this post, we’re sharing six key takeaways from the two panel discussions. Whether you’re an MSP owner thinking of selling your company – or the employee of an MSP entering the M&A arena – you won’t find a more intimate look at what it’s really like to navigate an acquisition. Let’s dive right in!

Takeaway #1: Specialization Is Really Something Special

One of the most consistent benefits talked about in both panels was the opportunity to specialize after the acquisition. In smaller MSPs, both executives and team members tend to wear lots of hats. As Darren noted, “you need generalists.” But once you’re a part of The 20? You can finally hang up all those hats and take on a more specialized role.

The shift can be a drastic one: “There’s somebody who does that?!” – Mia, after learning she no longer had to juggle so many different responsibilities.

Bobby went from doing everything at his dad’s MSP to landing a role on The 20’s marketing team as a content writer. Bobby’s current role – and the level of focus it affords – just isn’t something that exists at smaller shops. Working for his dad, he’d write a blog here and a blog there. But being able to go ‘all in’ on his true passion? That was only possible after joining a big team like ours.

One underrated perk of specialization is the removal of constant learning curves. Gary succinctly described the benefit of having people in roles suited to their expertise: “We’re not learning – we’re doing.”

Takeaway #2: Change Is Scary. Expect That.

Getting acquired is emotional. It creates uncertainty. These are unavoidable realities, because, as Madison pointed out, “Inherently, people don’t like change.” Bradley piggybacked on this, admitting that “initially there was that shock.”

If you’re looking to sell your MSP, keep in mind that fear and skepticism from employees is natural – inevitable even. This isn’t to say there aren’t things you can do to mitigate the more negative reactions; just don’t expect total enthusiasm from the get-go – and tailor your tone and communications accordingly. Simply put, give your employees the space and grace to process the change.

That said, as the leader of an MSP, you’ll play a big role in something extremely important – the focus of our next takeaway…

Takeaway #3: Communication Is the Name of the Game

Communication, communication, communication – when it comes to pulling off a successful acquisition, communication is everything. Let’s look at some specific ways it helps.

Lance spoke about the connection between specialization and communication, and how he had to advocate for the job he wanted post-sale. He didn’t expect to land a role that allowed him to do everything he wanted (and nothing he didn’t) – “life doesn’t really work that way.” But in the end, life did work that way for Lance – all thanks to his speaking up clearly and consistently to his new manager.

Communication also plays a vital role in culture-building. Mia described the power of icebreakers and team bonding. The ‘segue question sessions’ she led post-deal allowed her and her new teammates to get vulnerable, lighthearted, and at times deep. This built the kind of trust that makes conflict resolution far easier when friction does arise.

The owner-led panel also touched on how communication fuels a vital dynamic within a larger organization like The 20: multi-lateral decision-making. When you sell your MSP, you go from being sole boss to being part of a bigger team where decisions are made collaboratively. But in order for this type of decision-making to occur, you need clear and open communication. Without that component, “multi-lateral decision-making” quickly turns into “multi-lateral confusion.”

At The 20, most of the MSPs we acquire already know each other through participation in our peer group. This makes the communication piece so much easier, and relates closely to our next key takeaway…

Takeaway #4: Trust Can’t Be Built Overnight

When change hits, trust is everything. And you can’t fake it. Employees are far more likely to embrace a transition if they trust their leadership before the deal is ever on the table.

Madison shared how she was nervous about the acquisition, but because her manager had never steered her wrong, she believed him when he said it would be a good move. Similarly, Bradley said he felt confident about the transition because his boss – a man he truly respected and trusted – had always spoken highly of The 20.

The same wisdom applies to MSP owners and their clients. Gary worried about his clients’ reactions leading up to the sale of his MSP business, only to be surprised by their support: one even asked, “How is this working out for you?” Trust, again, made all the difference.

And trust like that? It’s often years in the making.

Takeaway #5: The 20’s Deal Structure Is a Game-Changer for Smaller MSPs

Several former owners made it clear: you won’t find a better deal structure than ours if you’re a small-to-midsize MSP (in the < $5M annual revenue range).

Darren talked about how the absence of earnouts “made it a partnership deal.” He described the feeling of trust at the table – how selling to The 20, a company that had helped him achieve success as an MSP owner – felt like the next step in a collaborative journey. He wasn’t losing his business; he was moving it forward.

Gary echoed this sentiment: “Most organizations try to figure out how to reduce what they’re going to give you.” But that wasn’t his experience selling to The 20. Working with Tim Conkle (founder & CEO of The 20), the deal-making felt like an “easy conversation” centered around a single question: “How do we win together?”

Lance didn’t mince words, telling the MSPs in the room under $5M: “You’re not going to get a better deal for your MSP, period, end of story. I will bet my entire life savings on it.”

Takeaway #6: Ignore the Human Side at Your Own Peril

Acquisitions aren’t just about merging systems. They’re about bringing people together. They’re also deeply personal. As Kevin reminded us, “Your company is your baby.” Simply put, an M&A deal has a human side. Emotions run high, and managing those emotions is key. Relationships are key.

That’s where The 20 has a huge head start. Because most of the MSPs we acquire come up through our peer group, there’s already that foundation of trust we touched on earlier – and real familiarity. We’re not strangers trying to make a deal work; we’re colleagues stepping into a deeper partnership.

Kevin’s presence at SUMMIT was a perfect case in point. Though recently retired, he was thrilled to be invited back: “I love you guys.” That says it all. It also sheds light on why our post-deal attrition is typically less than 5%: the bonds are in place before any paperwork is signed.

Thinking of Selling Your MSP?

The best way to understand what makes The 20’s M&A model different is to talk with the man behind it all.

Book a 1-on-1 call with Tim Conkle to find out if selling to The 20 might be the right move for your MSP.

And don’t miss out on our next in-person event for growth-focused MSPs – VISION ’25, taking place this August in sunny Dallas, TX. Tickets go fast – lock in your spot today.

MSP SUMMIT Recap: Growth Got Real

Our second MSP SUMMIT of the year just wrapped up at The 20 HQ in Plano, TX. We were thrilled to host top channel vendors and MSPs from across the U.S. – and one from Canada!

This was our second SUMMIT open to all MSPs, and it was great to bring our MSP community together with other driven business leaders for 2+ days of getting down to brass tacks. There’s a lot going on in our industry right now. M&A, AI, RPA & workflow automation – and stuff we don’t even have acronyms for yet. Navigating it all solo? We wouldn’t wish it on our worst enemy.

It’s impossible to capture all of the magic at an in-person event like SUMMIT. So we’ll just do our best to highlight some key moments and ideas from another unforgettable gathering at The 20. We hope you find this recap useful – and if your MSP didn’t attend and you’re feeling that FOMO…

Join us at VISION ’25 – our flagship in-person event and a channel experience every MSP should have at least once (although we’re pretty sure the “one and done” approach works as well for VISION as it does for Pringles).

Pre-Day: 7 Figure MSP™ Takes the Wheel

We hit the ground running on Tuesday with a special 4-hour workshop led by Chris Wiser and Lindsey Badillo of 7 Figure MSP™: AI Lead Gen & Sales Engine: How to Get 50 Leads Per Month without Referrals, Ads, or Expensive Outsourced Dialing. First off, hats off to both Chris and Lindsey for a series of sessions that were as entertaining as they were educational. Y’all dug into the anatomy of a successful sale with a level of nuance and rigor that most MSPs never see. Fantastic stuff.

If you’re looking to solve your lead gen problem, your sales problem, your growth problem, you don’t have to master some magical and hopelessly complex set of skills. What you do need is structure, strategy, and to quote Chris himself, “ruthless consistency.” A powerful message that got a lot of wheels turning in the room.

Day 1: M&A Is Here – Is Your MSP Ready?

The first full day of SUMMIT kicked off with a session from Tim Conkle, founder and CEO of The 20 and the architect behind our bold consolidation strategy – a strategy that’s allowed us to roll up 39 MSPs (and counting) in under three years with minimal attrition and 60-90 day integrations.

M&A Is One Piece of the Puzzle drove home a very important point: M&A isn’t the endgame, but a means to a much more important end – wealth creation and management. Tim’s advice cut through the noise: even if you’re not looking to sell your MSP, preparing like you are puts your MSP on track for stronger growth, scale, and valuation. M&A wisdom, he reminded us, is growth wisdom. Period. And ignoring the conversation? Not educating yourself on what’s going on? It’s a recipe for getting left behind – and fast.

The M&A-themed day continued with a sharp, no-nonsense presentation from Scott Renkes (Pinecrest Capital Partners), who left MSPs with a clear takeaway: sloppy books kill deals. Private equity isn’t just interested in your revenue and clients. They want to know about your systems, your data, your risks – your ability to prove the story behind the numbers. Want a good deal? Prepare your butt off. Fantastic stuff as always, Scott!

Scott handed the mic off to Steven Frank and Tony Vargas, whose session on Lansweeper‘s Technology Asset Intelligence reinforced the power of visibility – specifically, visibility into asset data. Steven and Tony reminded attendees that it’s not just about control; it’s about laying a foundation for scaling smarter, faster, and more profitably.

After lunch, Tim Conkle returned to the stage alongside M&A expert Madhur Duggar for a fireside chat. Tim and Madhur delved deep into why mergers between smaller MSPs often fail (you can’t create scale out of thin air), and Madhur shared some fascinating numbers about the ratio of SMBs to MSPs in the United States – and how it makes organic growth beyond $2M a tricky proposition for MSPs. Tim broke down the costs of an integration, and expanded on how The 20’s strategy takes the bulk of those out of the equation (pre-alignment for the win). We loved having you, Madhur – thank you for being so generous with your research and expertise.

Bottom line for MSPs: The M&A landscape is shifting fast. In five years, the balance will have tilted toward buyers, making strong valuations harder for smaller MSPs with less operational maturity. Selling sooner lets you ride the wave – not get crushed by it. This isn’t to say you should rush into a deal – but ignoring market realities won’t do you any favors.

Panel Time!

Day 1 featured two M&A-focused panels moderated by industry leader and CMO of The 20, Crystal Conkle. What It’s Really Like to Sell to The 20 brought together former MSP owners who sold their businesses, and When M&A Meets Monday featured employees from MSPs acquired by The 20.

Crystal led both panels through lively and engaging discussions packed with so much good stuff, we’ll be publishing a separate blog with quotes, highlights, and key takeaways. For now, here’s a few snippets…

In What It’s Really Like to Sell to The 20, the panelists shared one piece of advice with MSP owners who are thinking about selling their businesses:

• Kevin Peterson stressed the importance of knowing your numbers: “Numbers don’t lie.”
• Darren Fippin emphasized clarity of purpose: “Know your why.”
• Gary Blawat echoed that sentiment: “You have to have a purpose.”
• Lance Keltner kept it real: “Sell your a** off” – IF you’re not entering a transaction imminently. A year out from selling, Lance doubled down on growth and significantly boosted his MSP’s valuation.

The second panel – When M&A Meets Monday – featured employees of organizations that have since been acquired by The 20: Madison Vestweber, Mia Demelo-Schmitt, Bradley Gaudioso, and Robert Falco. These four panelists shared when they first felt “at home” post-acquisition. While their answers varied, one thing was clear: in-person connections mattered. Spending time face-to-face with The 20 team helped each of them feel truly part of things. Hearing about their experiences affirmed that investing in good people and a healthy company culture is worth it – and then some.

A Texas-sized thank you to all of our panelists – for your candor, thoughtfulness, and insights.

Day 2: Future, Here We Come

The second and final day of SUMMIT featured sessions on a variety of topics, but they all revolved around a common theme: getting MSPs ready for what’s next.

Tim got the day started with a session on MSP success – and he got real. Small and mid-sized MSPs are facing a litany of challenges, but also, some exciting (and unprecedented) opportunities. But with everything that’s going on in our industry, MSPs can easily find themselves with fragmented focus, and Tim reminded attendees to focus on one big goal, and organize their efforts accordingly.

Next up was Ken Pecot, our COO and resident operations wizard. Ken’s talk on new processes, products, and possibilities showed just how much work is going on behind the scenes at The 20 to bring our MSP community the best of the best of the best. Ken has preached continuous improvement from his first day at The 20, and our members are lucky to have him at the helm of operations. In an industry as fast-moving as ours, having someone like Ken – someone who is constantly looking for ways to get better – is invaluable.

On Day 2, we also heard from Barrett Kingsriter, founder and Senior Managing Director at Pinecrest Capital Partners. Barrett provided a high-level view of the MSP M&A landscape before zooming in on what today’s PE firms are really looking for. His core message couldn’t be timelier: preparing for a transaction is preparing for growth – so even if you’re not gearing up to sell your MSP, this M&A stuff needs to be on your radar.

Hannah Corral, our VP of HR, kept the ball rolling with a wonderfully clear and actionable presentation on the “people problem” – and how to solve it. Eric Anthony owned the stage with a sharp and engaging walkthrough of Egnyte‘s revamped partner program and powerful MSP-focused features. And Ken Nix, our CISO, spoke with authority on a topic that MSPs simply cannot afford to ignore: compliance – and more importantly, how to make it a differentiator for your MSP business (hint: we can help your MSP – a lot).

We also heard from our stellar customer experience (CX) team, led by client champion and CXO of The 20 Ciera Cole. The team took the mic to spotlight the ongoing and evolving ways we support our MSP community – from co-selling and membership groups to our new Apple Pod and beyond. CX is everything in this space, and we’re lucky to have such an awesome team driving it – and so are our 150+ MSP members.

Get in the Game at VISION ’25

Knowing there are MSPs out there making real progress is one thing. But rubbing shoulders with these companies? Hearing their stories, swapping ideas, learning how they’re scaling fast and smart? That’s a whole different kind of fuel.

Ready for your MSP to take off?

Join us at VISION ’25 – time to get in the game!

Should You Sell Your MSP?

This article takes on a big question: Should you sell your MSP? It’s a business question, a personal question, and a question on a lot of MSP owners’ minds.

Maybe it’s on your mind, too. Maybe you run a small to medium-sized MSP business, which we’ll define as a company bringing in $300k – $3M in annual revenue. Maybe you’re feeling pressure to achieve growth and scale – and not only fast, but faster than ever. Maybe you’ve glimpsed that the road ahead is only getting steeper for your small, independent outfit, and that mergers and acquisitions offer a potential way forward – and out of trouble.

But whatever your plans may be, the following is something every MSP owner ought to know: while it’s true that the right deal can catapult your MSP forward – improve margins, add crucial capabilities, increase operational efficiency, etc. – the wrong deal can do the exact opposite. Besides, M&A is notoriously difficult, with daunting failure rates that beg the question…

Why consolidate at all?

This simple question brings us to the crux of the matter:

Our industry’s at a turning point. Pursuing M&A comes with plenty of risks (although there are ways to mitigate them), but staying small and independent in a climate of consolidation? That could easily prove even riskier.

So should you sell your MSP? The short answer to that question is a cautious yes. All things being equal, if you’re a small to medium-sized MSP, M&A offers a viable way forward – a robust “survival strategy ” – for getting through the next 5 years.

But let’s dig in a little deeper, and talk about some specific reasons to sell your MSP business.

Reason #1 – You’re ready to retire!

Let’s not beat around the bush – this industry is tough! Burnout isn’t some bogeyman either, but a very real phenomenon that countless MSP professionals struggle with. When you’re running a small to medium-sized MSP, oftentimes you play numerous roles, wearing different hats throughout the day and putting in long hours just to keep things afloat. After years and years of this, it’s only natural to feel that you deserve a break – a real break, too, and not the checking-emails-at-the-airport kind of break.

Bottom line: Selling your MSP can be a great way to escape the grind, whether by allowing for retirement or a transition to a lower-stress role.

Reason #2 – Growth has stalled.

It’s no secret that the majority of this industry has trouble growing – ‘growing pains,’ if you will. A lot of this comes down to scale – or a lack thereof: small and mid-sized MSPs typically don’t have the richly scalable processes required to accommodate serious growth, if they’re able to achieve it in the first place.

Bottom line: Selling your MSP can solve the scalability problem with the stroke of a pen – assuming you find the right buyer.

That said, be wary of merging with similar-sized MSPs in hopes of unlocking scale. These deals often fail to eliminate the “small MSP problems ” – and can in fact make them worse.

Reason #3 – No time, no freedom.

We touched on this in reason #1 – how hard it is to run an MSP, especially when you are – like most MSP owners – operating “on an island.” But just because you’re eager to escape the grind, doesn’t mean you’re ready to retire altogether. In fact, for some MSP owners, selling isn’t a way out so much as a way forward – a way to accomplish important professional goals much faster and with less stress. When you sell your MSP, you can step away from the brutal workload of a solitary entrepreneur, and embrace the more balanced lifestyle of a team player.

Bottom line: Selling your MSP can give you more time and freedom – time to focus on core professional goals, and freedom to pursue your passions outside of work.

Reason #4 – Derisk your future.

We’ve talked about how risky it is to stay small and independent as an MSP in 2025 – and how things aren’t getting any easier for “the underdog.” Our prediction is that MSPs bringing in less than $3M in annual revenue have about 5 years to make some serious changes if they want to remain competitive, relevant, and – to be blunt – in business. Securing an M&A deal can mean securing wealth now, as opposed to gambling on your MSP’s future growth and success.

Bottom line: Though risky in themselves, M&A deals present MSP owners with a less uncertain path forward. A generous payout can mean an instant boost in financial security. It can also mean – depending on the buyer – a chance at future upside through equity, earn-outs, or a stake in a larger, faster-growing conglomerate.

How does The 20 ‘derisk’ its MSP acquisitions?

We’ve acquired 39 (and counting) MSPs here at The 20 in less than three years. What’s our secret? Our approach to risk? Check out this article for a deep dive into our unique strategy.

Reason #5 – Outpaced by larger MSPs.

Selling doesn’t have to mean giving up – it can mean leveling up. Joining forces with a bigger player gives your MSP access to deeper resources, broader expertise, and stronger infrastructure. From upgraded tools and streamlined processes to new service lines and sales muscle, it’s a way to punch above your weight in a market where scale increasingly wins.

Bottom line: In many cases, selling isn’t the end of the journey, but a savvy adaptation to a new competitive climate. So ask yourself: Is staying independent really best for my clients, my employees, and my business?

Advice for Smaller MSPs (< $1M): Build to Sell

While the time is ripe for securing a profitable exit, the last thing we recommend is rushing into a deal – or jumping blindly at the first opportunity that comes your way. M&A deals are tricky, with lots of moving parts. Moreover, securing the best possible valuation for your company requires planning, strategy, and expert guidance.

Bottom line: If you’re 12 to 24 months out from an M&A event, and you’re not already thinking about financial, operational, and structural optimization, you’re setting yourself up for regret.

You don’t get paid for potential. You get paid for preparation.

Want some help preparing to sell?

If you’re an MSP under $1M and serious about building something worth buying, it’s time to stop going it alone. The 20’s peer group is built to help small MSPs scale fast and exit smart.

Talk to Tim!

Book a call with Tim Conkle – founder of The 20 and the architect behind 39+ MSP acquisitions. Tim’s available to talk through your goals and give you a clear picture of what a deal with The 20 actually looks like – how it’s structured, what’s on the table, and what you can expect as an owner (hint: no earnouts).

Whatever you do, don’t stand still. This industry’s not going to wait around for the stragglers, and you don’t want to be playing catch-up.

Channel Futures Names The 20’s Tim Conkle a 2025 Channel Influencer Award Winner

Tim Conkle of The 20 recognized as 2025 Channel Influencer by Channel Futures for revolutionary MSP collaboration and growth strategies.

Plano, TX. — March 18, 2025 — Tim Conkle, founder and CEO of The 20, has been named a 2025 Channel Influencer Award winner by Channel Futures.

Tim Conkle is one of 50 individuals recognized by the editors of Channel Futures as a thought leader who has impacted the direction of the IT and communications indirect sales channel in the past year. He is profiled on Channel Futures and in a special digital issue that can be downloaded from the website.

Since 2018, the Channel Futures Channel Influencer Awards have recognized the 50 top-performing executives in the information technology and communications channel. Channel Futures Channel Influencers are a cross-section of industry leaders who have had the biggest impact on their organizations and on the channel overall. From technology advisors to managed service providers, vendor and distributor execs, analysts and more, these senior leaders represent the future of the channel. We recognize them as the year’s highest achievers in strategic thinking and innovation in the indirect sales channel. Among the 50 executives honored, Channel Futures recognizes two Influencers from the list who we consider to be the year’s most influential.

This year’s Channel Influencers of the Year are Kate Woolley, general manager of ecosystem, IBM, and Mike Baur, CEO of ScanSource. Check out the full list of honorees here.

Previous Influencer of the Year honorees, now in the Channel Futures Channel Influencer Hall of Fame, are:

• Gavriella Schuster, former channel leader at Microsoft (2018)
• Janet Schijns, CEO of JS Group (2019)
• John DeLozier, formerly with 8×8, now CRO of C1 (2020)
• Jay McBain, formerly with Forrester, now chief analyst for Canalys (2021)
• Rich Hume, CEO of TD SYNNEX, now retired (2022)
• Christopher Trapp, founder and CEO of UPSTACK (2022)
• Fred Voccola, CEO of Kaseya, now vice chair (2023)
• Craig Patterson, SVP of global sales for Aryaka, now global channel leader at Exabeam (2023)
• Christopher Jones, AVP, AT&T Partner Solutions, Alliance Channel & ACC Business, now national VP, partner channel, Americas at GTT (2024)
• Hock Tan, CEO of Broadcom (2024)

The 2025 Channel Influencers join an illustrious group that has left an indelible mark on the entire technology channel, impacting the way today’s most innovative IT and connectivity solutions go to market, are sold, delivered to customers and supported. These executives selected by Channel Futures have distinguished themselves through their unwavering support of the partner community, forging deep and trusted relationships across the ecosystem. In selecting this year’s Influencers, Channel Futures’ editors considered the organization’s partner growth, channel innovation and the individual’s commitment to the indirect sales channel, along with the standing each person has among their peers.

“Channel Futures is proud to identify a whole new class of movers and shakers who are having a profound impact on the way the channel does business,” said Craig Galbraith, editorial director for Channel Futures. “As the majority of businesses seeking technology solutions rely on channel partners to help them evolve and grow, the Influencers on this list are at the core of the industry today.”

Reflecting on the recognition, Conkle shared, “When I look at the names of the other honorees – past and present – I feel a lot of things, but above all I just feel this profound sense of gratitude. The IT channel has given me a fulfilling career, but more than that, it’s given me lasting friendships, a steady stream of interesting challenges, and the opportunity to make a real difference. To be named a Channel Influencer means a lot, and lets me know I’ve been able to give back a little of what I’ve been so lucky to receive.”

About Channel Futures

Channel Futures, part of Informa TechTarget, is the premier destination for the information technology and communications industry. We provide news and information, analysis and connection for the entire channel ecosystem, including solution providers (SPs), managed service providers (MSPs), managed security service providers (MSSPs), cloud service providers (CSPs), value-added resellers (VARs) and distributors, technology services distributors (TSDs) and technology advisors (agents), as well as leading technology vendor partners and communication providers.

We are the home of the MSP 501 list, a ranking of the most influential and fastest-growing providers of managed services in the technology industry, and we are the official media sponsor of Channel Partners events, including the Channel Partners Conference & Expo − the world’s largest independent channel event − and the MSP Summit. Channel Futures is where the world meets the channel.

About The 20 MSP Group

The 20 MSP Group 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.

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 thousands 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.

8 Ways The 20 Helps MSPs Be Fearless

Franklin D. Roosevelt famously said, “The only thing we have to fear is fear itself.” Frank Herbert famously wrote in Dune, “Fear is the mind-killer.”

They were both right! Fear is, simply put, a doozy – and if we’re not careful, it can prevent us from reaching our potential, from achieving our goals, and from living our best life.

And how true this is for MSP owners. Nothing holds an MSP owner back quite like fear. And we do mean nothing. We work with a lot of MSPs here at The 20, and we see it time and again: MSP owners whose fears prevent them from making the jump – from surviving to thriving, from grinding to growing, from good to great.

In this blog, we’re going to identify 8 sources of fear for MSP owners – common causes of anxiety, stress, and self-doubt. But more importantly, we’re going to explain how joining The 20 helps MSP owners face down these 8 fears and, ultimately, rise above them to reach new heights.

Ready to be brave?

Take On Larger Clients with The 20

For many MSP owners, the idea of taking on large clients with hundreds or even thousands of endpoints can be terrifying. It’s a significant jump, and the risk of not delivering the quality service expected can be a major concern.

Becoming a member of The 20 helps MSP owners take on large clients with confidence. That’s because our US-based 24/7 Support Desk and large team of experts have the bandwidth and know-how to handle your larger clients. Just ask Chris Course of MashGrape Technologies, one of the many MSPs in our stable:

“When it was just me, we would have been afraid to approach a client with 5000 endpoints, but now we are fearless because we have The 20 in our pocket.”

That’s what we’re talking about – going after those big fish with the confidence that you’ll not only be able to reel them in, but treat them right once they’re on board.

To learn more about MashGrape’s journey with The 20, check out their Success Story – “From Surviving to Thriving.”

Sell Like a Pro with The 20

Sales can be a major sticking point for MSP owners, especially for those with a technical background. The fear of rejection, not knowing the right sales pitch, or feeling awkward about asking for the sale can all keep MSP owners from growing their revenue.

The 20 can help you overcome these fears and start selling with confidence and competence. We offer MSPs a proven sales playbook and hands-on training at events like Propel and MSP Sales SUMMIT, where new (and veteran) members learn directly from Tim Conkle, the founder and CEO of The 20 and an industry legend on the sales front. And it’s about more than adding new skills; we help MSP professionals shift their mindset. Seann Moreno, who sold his MSP to The 20 back in 2023 after growing it with our help, comments on this perspective change:

“The 20 allows me to work on my business now instead of in my business…and life is great because of it. I can now work on my business and grow my business, where I couldn’t before…I’ve turned the organization from a service/operation organization into a sales organization overnight – within probably 30 days.”

With The 20 at your side, you can step away from the technical details, and start converting more prospects, closing more deals, and growing your MSP business like never before.

Want to hear more about Seann’s experience and growth as a member of The 20? Check out his Success Story – “The Turnaround Story of Seann Moreno and His Journey with The 20.”

Try New Things with The 20

As an MSP owner, it’s easy to stick to what you know – even when “what you know” isn’t helping you grow as much as you’d like. Inertia is powerful, and so is the fear of the unknown.

Fortunately, joining The 20 can help you become more open to change – operational changes, technical changes, cultural changes, you name it! How? In a word, community.

The 20 boasts a vast network (currently 150+ MSP members) who share their experiences, best practices, and advice. By connecting with other MSPs, you gain valuable insights and can see what works (and what doesn’t) before diving in yourself. The community-driven approach makes it easier to experiment, innovate, and improve your business. One current member, Seana Fippin of Red Box Business Solutions) appreciates the community and culture of collaboration we’ve built at The 20:

“We think that the community here is really remarkable – there’s something magic about that collaboration and strength in numbers, both from working with vendors, with partners, working on best practices and strategies…I think what really sets The 20 apart…is the authenticity and the transparency and that dedication to collaboration.”

Want to hear more from Seana? Check out this 2-minute video to learn more about her experience as a member of The 20.

Take Upselling by the Horns with The 20

For many – too many – MSP owners, upselling feels like a dirty word. They fear that suggesting additional services will alienate clients or come off as pushy. The truth is, upselling is a natural part of growing your business. But how can your MSP learn to not only embrace upselling, but make it a key driver of growth?

The short answer – by joining The 20! We teach members to upsell the right way. This means being proactive and not waiting for contract renewals before discussing additional services and higher-priced offerings. It also means shining a light on value, instead of fixating on price alone.

If you’re curious to learn more, we encourage you to attend our upcoming webinar in early March, featuring Chris Toppan from IT Overwatch. Since joining The 20 just a few months ago, Chris has increased his MRR by about 60% through upselling alone.

You can choose to let fear control you and continue to shy away from upselling. Just know that if you do, you’re leaving serious money on the table, and despite how it may feel, depriving your clients of the opportunity to evolve and improve.

Learn to Let Go with The 20

Your MSP is your “baby,” which can make letting go – delegating core business functions to others – extremely difficult. Overcoming the hesitancy to give up some control is one of the biggest hurdles MSP owners face – and also one of the biggest obstacles to growth.

At The 20, we make this transition easier with our US-based 24/7 Support Desk that can take on up to 90% of your ticket workload. This allows MSP owners to take a step back from the constant pressure of ticketing and client issues. We also give our members scalable, efficient processes that run smoothly without their direct oversight.

Finally, we foster a culture that pushes owners to rethink the “lone wolf” mentality. Tim Conkle learned from experience how costly egos can be, and practicing what he now preaches helped him grow his MSP into a large and profitable company. “Do you want to be king, or do you want to be wealthy?” he frequently asks members. You can’t have it both ways, and we help MSP owners see this clearly – and make the right choice for their business.

Break Away from Break/Fix with The 20

Shifting from a traditional break/fix model to a managed services model is a big step, and many IT business owners fear that clients will resist the change.

That’s why we give you the tools necessary to make this transition smooth. From a proven sales script to razor-sharp arguments that clearly show the benefits of managed services over break/fix support, our guidance helps MSP owners confidently pitch their managed services and move clients to a model that creates recurring revenue.

Tyler Wallace of CTS Computers became a member of The 20 and made the leap successfully from break/fix to managed IT services. Check out this 4-minute video to hear more from Tyler on his company’s evolution since joining The 20.

Charge the Right Amount with The 20

At The 20, we believe that MSPs should be paid what they deserve – what their services are worth – and find that many of the companies that come to us for help are radically under-charging clients. This stems from fear, plain and simple. MSP owners all too often avoid increasing prices because they’re afraid of upsetting and perhaps even losing clients.

We can help you overcome this fear. It starts with our aforementioned sales model, which teaches you to put the focus on value, not just dollar amounts. But it doesn’t end there. We make asking clients to pay more less daunting with services that are truly worth their weight in gold. Our pricing might not be the cheapest, but it’s the flattest – and truly all-inclusive. Charging more is a lot less scary when you can confidently show clients all the value they’re getting in return.

Check out this blog post for a clear breakdown of MSP pricing – and why top-tier MSPs can’t afford to undersell their services.

Make Your Exit with The 20

Last but certainly not least is the fear of the exit. At some point, MSP owners must confront the decision: To sell or not to sell? And then there’s the whole ordeal of finding the right buyer – a buyer who will do right by you and your clients. We get it – selling the company you worked so hard to build is intimidating. But it doesn’t have to be stressful and unpleasant.

Here at The 20, we don’t just help you grow your MSP; we also help you sell it when the time is right! We’ve acquired a number of MSPs that achieved success as members, giving their owners a substantial payout – and in the majority of cases, supporting them in transitioning to new and exciting leadership roles within our company.

Want to hear from these former MSP owners? Visit our MSP Acquisitions Page for video interviews with the folks who sold their MSPs to The 20. They’ll take you through their MSP acquisition journeys – from the initial decision to sell, to the roll-up process, to what life is like after the sale.

Ditch the Island!

We’ve seen 8 ways becoming a member of The 20 can help you overcome your fears and grow your MSP.

So what are you waiting for? Get off your island, join The 20, and start tackling your challenges with the support of a powerful MSP network and proven growth platform. Don’t be scared!

Ready to learn more? Schedule your call with The 20 today.

From Surviving to Thriving

How The 20 Helped Chris and Brandi Couse Scale New Heights

Seven years. That’s how long Chris Couse, founder of MashGrape Technologies, got by. With just one technician on the payroll and some behind-the-scenes help from his wife, Brandi, Chris kept his managed service provider (MSP) business afloat. But then something no one could have predicted rocked the boat…

In 2020, the COVID-19 pandemic turned the world upside down. Brandi lost her job and decided to join MashGrape full-time. The family business’s very survival depended on it. But despite her and Chris’s best efforts, they found themselves working at a frenzied pace just to keep their heads above water. Like many businesses during that difficult time, they needed help.

A Real Solution

Chris and Brandi saw a glimmer of hope during an online IT conference that year, where MSP veteran, Tim Conkle, pitched The 20 – a collaborative MSP ‘co-op’ dedicated to giving small and medium-sized MSPs the tools and resources to compete with much larger companies. A US-based 24/7 support desk, a community of MSPs that share knowledge (and even labor), elegant documentation and standardization across the board – it sounded great. But was it for real?

After talking to some other MSPs in the group and going over our business model in more depth, Chris and Brandi decided that The 20 was definitely for real – and potentially the key to not only saving MashGrape, but helping it grow and scale like never before.

Taking Care of Business

For the Couses, the scariest part of the transition was handing over their clients to The 20’s support desk. Like a lot of small and medium-sized MSPs, MashGrape took its client relationships very seriously. Would our technicians go above and beyond to ensure every single one of MashGrape’s clients felt truly cared for?

The answer turned out to be a resounding “Yes!” Not only did our technical team take expert care of Chris and Brandi’s clients; our reliable support also empowered MashGrape to take on clients that were previously too large to handle. As promised, scaling operations with The 20 was a breeze.

“When it was just me, we would have been afraid to approach a client with 5000 endpoints, but now we are fearless because we have The 20 in our pocket.” – Chris Couse

Incredibly enough, the unprecedented growth MashGrape experienced after joining The 20 required making only one new hire. Chris and Brandi discovered that growth doesn’t necessitate building a large in-house team of techs – not when you have our world-class support desk taking on the bulk of your ticket load.

A Bevy of Benefits

It wasn’t just The 20’s support desk that transformed MashGrape from a struggling MSP into a thriving one. We offer our MSP members a host of resources, including specialized groups, or ‘platoons,’ a streamlined onboarding process, and in-person events to bolster camaraderie and foster innovation.

The MashGrape team benefited especially from The 20’s annual VISION conference, a larger-than-life event that attracts hundreds of MSPs from all over North America. And at VISION ’23, MashGrape won the “Most Engaged MSP” award, a testament to their tireless efforts and enthusiastic participation in our community.

Since joining The 20, MashGrape has doubled in size, and the Couses expect to continue doubling their business every two years.. Their confidence is a powerful reminder: when you have the right tools and processes, a supportive community, and a rock-solid commitment to client success, growth becomes the norm.

Grow Your MSP with The 20!

Questions about growing your MSP? Let’s Talk!

MSP Process: 4 Finer Points

You hear it a lot: The best MSPs are “process-driven.” Success in the managed services industry takes more than talent and hard work; it takes process. Process is king! And so on and so forth…

The ‘P-word’ is an important one in the MSP space, but like a lot of business jargon, we tend to use it freely, casually, without giving too much thought to its meaning. This is a shame, and in the case of “process,” a major shame, because the topic truly is endlessly interesting.

In this article, we’re shedding light on some of the subtler, finer points associated with process. The goal is to help MSP owners understand the importance of process not only more clearly, but on a deeper level, too.

This discussion is aimed at the ‘thinking MSP owner’ – one who knows that being process-driven is about a lot more than following SOPs and maintaining documentation. So, without further ado, here are four surprising observations that just might give you a fresh perspective on what it means to be a process-driven MSP – and what it takes, too.

Finer Point #1: Great processes can look & feel WEIRD.

What’s a process? It’s a way of carrying out a particular task. It has steps. It’s well-defined. It tells you what to do, as well as when and how to do it. For MSPs, processes are particularly key in areas like ticket management, client onboarding, incident response, network monitoring, and regular maintenance tasks.

Processes are supposed to make things go smoothly and efficiently – but this masks an important truth about truly great, truly innovative processes: they can (at least at first) look and feel weird.

History is littered with examples of strange-seeming processes outperforming the norm – or even replacing it as the gold standard. From Tetris to free throws, progress often comes on the heels of daringly different approaches. Perhaps the clearest example of this comes from track and field…

Before 1964, high jumpers cleared the bar with a kind of scissors-kick motion; then Dick Fosbury came up with a new way – a better way – of jumping. His novel technique, which came to be known as the “Fosbury flop,” looked pretty funny at first. One reporter wrote that Fosbury resembled a “fish flopping in a boat.” But the American athlete’s awkward-looking method worked, and the last time an Olympic high jumper did NOT use it was over fifty years ago.

It just goes to show – sometimes you need to be willing to look silly to reach new heights. So ask yourself: Is there something my MSP could be doing better – faster, more efficiently, more thoroughly, etc. – that we’re currently resisting (or not even considering) because it seems ‘weird’?

The answer’s almost surely ‘yes.’ Your job, then – and your team’s job – is to (a) find out what that something is, and (b) find the courage to take the leap, however strange it may look to others.

Finer Point #2: Innovation in process can feel like a step backward.

Once again the world of sports provides us with an illuminating lesson on the nature of process.

This time we turn to golf – and to arguably the greatest golfer of all time: Tiger Woods. After winning the 1997 Masters in convincing fashion, Woods did something no one was expecting: he took apart his swing and rebuilt it from the ground up.

His old swing worked better than well – it got him the Green Jacket! But it could be better. That was the point – it could be better. So, Tiger did the opposite of what conventional wisdom tells us and proceeded to fix what wasn’t, strictly speaking, broken.

After retooling his entire swing under his coach at the time, Butch Harmon, Woods struggled for a bit – for two years, in fact. His body wasn’t used to the new motion, but he persisted, and in 1999, he called up Harmon with some good news: “Butchie,” Tiger said, “I got it.” And so began a 7-year period of utter dominance, during which Woods would make 142 consecutive cuts, a towering record in golf that remains unbroken.

The lesson here is clear: sometimes – oftentimes – implementing a new process, no matter how good it is, will involve an initial period of difficulty.

It’s called adjustment. If your people are used to doing things one way, you can’t expect them to seamlessly adopt a whole new way of doing things just like that. The road to progress isn’t linear, and it requires unlearning old habits as much as learning new skills.

So, when it comes to implementing new processes at your MSP, be patient, and accept that mistakes will happen. The key is responding to them appropriately – as opportunities to learn and refine, not blame and punish. Capisce?

Finer Point #3: Process without feedback is practically useless.

Processes aren’t good on their own. They need something else: intelligent oversight and consistent feedback. Let’s focus on the latter, and why it’s indispensable.

The overarching reason feedback and process go hand in hand is a simple one: not all processes are created equal. In fact, some processes suck. Feedback, then, is the tool by which we make our processes better. But feedback, to truly drive continuous improvement, has to be – you guessed it – continuous.

Curious to know how we ensure that regular feedback drives continuous process refinement and operational improvements here at The 20? Here’s a peek behind the curtain:

At The 20, we approach building a culture of continuous improvement in this way. We start with “the basics” – everyday tasks and core processes that drive the business. We document these tasks and use critical thinking to identify and eliminate (or at least minimize) inefficiencies. Once we’ve clearly mastered these basics (as defined by a set of carefully chosen metrics), we introduce more complex, strategic initiatives, with the goal of integrating them into our regular operations.

As these complex initiatives become part of the “basics,” we continue the cycle by introducing new, even more ambitious strategies and projects. This ongoing process ensures that what was once challenging becomes routine, and the cycle of improvement never stops, driving sustained growth and success for our MSP – and the MSPs in our membership group.

It works for us, and we know it’ll work for your MSP, too. Oh, and if you were wondering, Tiger Woods didn’t just reinvent his swing once, but three separate times! Continuous improvement, folks – that’s what long-term success is all about.

#4: The purpose of process isn’t to think less, but think more – and better!

When you hear “process-driven,” your mind might go to the idea of automating everything and thinking less. But in reality, the purpose of process is to free up mental space for better, more strategic thinking.

By creating structured workflows and standardizing tasks, you remove unnecessary guesswork, allowing your team to focus on problem-solving and innovation. In this way, a well-defined process doesn’t reduce thought – it enhances it, enabling more thoughtful, directed decision-making.

Here at The 20, we believe strongly in the power of making easy things easy, to free up time, energy, and resources for the hard stuff: solving complex client issues, improving security protocols, refining service delivery, driving long-term strategic growth – and so on.

That’s why our US-based 24/7 support desk can take on as much as 90% of your tickets, freeing you and your team up to tackle higher-value projects and initiatives. With our proven processes in place, you can throw yourself into the hard stuff, which is also the fun stuff – and the stuff that leads to real growth.

Let’s connect!

If you want to find out more about The 20 – who we are and how we help MSPs grow – fill out this short form and we’ll be in touch. We’d love to hear more about your MSP business – as well as discuss our model and membership requirements in more depth.

If you enjoyed this discussion and are hungry for more MSP wisdom, head over to our blog – there are plenty of articles to choose from. Happy reading!

MSP Acquisition Spotlight – Michael Wayland

1. What’s it like not being your own boss anymore? Did that take some getting used to?

It was certainly an adjustment at first. I joke that I traded my 80-hour-a-week job for a 50-hour-a-week one. I’m not sitting back and relaxing, but I do have a lot more time for hobbies I haven’t been able to enjoy for years. One big adjustment is that, when you’re used to making all the decisions, it’s different to step back and collaborate within a larger structure. But in a way, it’s also a relief—I can focus on my strengths and trust others to handle theirs. It’s all about finding that balance and embracing the change.

2. Selling your MSP is a big decision. Where did you go for guidance and advice?

First and foremost, it was a conversation with my wife about how the change would affect our family. Then I spoke with a mix of mentors, industry peers, my attorney, and my CPA. It was important to get advice from people who’d been through it, so I wasn’t flying blind. I also leaned on legal and financial experts to ensure every angle was covered.

3. How difficult was it to find the right buyer? What made you choose The 20 MSP in the end?

At the time, I was not in the market to sell my MSP. In fact, I had just experienced my own acquisition falling through at the closing table. It was challenging, no doubt. You want to ensure you’re leaving your company in good hands—not just financially, but for your team and clients as well. The 20 MSP felt like the right fit because of their reputation, the history my clients and I already had with them, and the culture they’ve built. It wasn’t just about the numbers; it was about where the business could grow from there.

4. How did you approach sharing your M&A plans with your team and clients? Were you surprised by any of their reactions?

For some clients, I made sure to communicate openly and early; for others, I informed them in person after we closed. I let my team know a little over a month before the scheduled closing date. Transparency was key—I wanted everyone to know they’d still be taken care of. Reactions varied: some were nervous, some excited, but overall, there was a lot of support. People appreciate honesty, and I believe that went a long way.

5.  What’s changed the most in your life since selling your MSP?

The biggest change for me has been the pace, variety, and type of work I do. It is nice to be able to focus and improve and get better at a smaller subset of tasks and skills.

6. Since selling your MSP, is there something – inside or outside of work – that you’ve been able to focus on more?

It has been nice to be able to pick up some of my hobbies again. I’ve managed to actually complete several games since Roll-Up. Also, knowing that when you do take a break on the weekend or on vacation I can actually shut my brain off and not worry about what is going on with the clients back at the office, that has been one of my favorite benefits so far.

7. What’s your best advice for someone thinking about selling their MSP?

Make sure you’re mentally ready for the change, not just financially. It’s a big shift, and you need to think about what’s next for you personally, not just for the business. And get good advisors—they’re worth their weight in gold.

8. Can you talk about your current role? How has your day-to-day changed since selling your company?

My current role is primarily as the Director of Managed Websites. I helped develop and build the new department and manage the day-to-day operations, including ongoing projects, maintenance, and ticket requests. In addition, I assist with some internal automations and tools.

9. In your opinion, what’s the most important quality for success?

Grit and perseverance with some humility and a desire to never stop learning.

10. What’s something most people don’t know about you?

I started college at the age of 15. Every year, I serve as a judge for the Mensa Mind Games Selection Committee, where I spend three days, 12–16 hours a day, playing new and pre-release tabletop board games to grade and select the three “best.”

11. Describe your dream vacation in 3 words…

Wood-Cabin, Coffee, Wife.

MSP Tough Talk: 11 Hard Truths

There’s what you want to hear, and there’s what you need to hear – and the two don’t always line up. But if you’re striving to grow a successful MSP business – to get ahead in this ultra-competitive industry – the stakes are too high to skimp on the truth. So we’re not.

We’ve compiled 11 heavy-hitting but essential hard truths to help you shatter those persistent barriers to your MSP’s growth.

So put on your thick skin, check your ego at the door, and let’s face the facts.

Hard Truth #1: You’re Going to Make Mistakes

Here at The 20, we talk a lot about making things easier for MSP owners – heck, it’s the entire purpose of our peer group and revolutionary business model. But this doesn’t change the fact that real growth means screwing up sometimes.

It’s true – the path to success is never error-free. Building a large, profitable MSP business means taking risks, and mistakes will happen. In the MSP space, what separates ‘the best’ from ‘the rest’ isn’t the ability to avoid mistakes altogether; it’s the ability to learn from them and keep moving forward. Remember, mistakes aren’t failures; they’re stepping stones to success.

Hard Truth #2: Saying No Is Fundamental

In an MSP’s early days of growth, every new client feels like a windfall, and saying yes can become a reflex. But success in the MSP industry – and in any industry for that matter – requires knowing when to say no. This might mean turning down an unreasonable client demand or choosing not to work with a difficult client. We’ve seen too many MSP owners run themselves – and their companies – into the ground by saying yes to everything. Don’t make the same mistake!

Hard Truth #3: Not All Business Is Good for Business

Although a specific instance of knowing when to say no, the following hard truth is so important, it deserves to be highlighted specifically: Not every client is worth keeping.

In fact, knowing when it’s time to ‘break up’ with a client is an invaluable skill for MSP leaders. That’s because not every client is worth holding onto – especially those clients who drain your time, resources, or morale. It’s easy to fall into the trap of thinking that every client is essential, but sometimes, cutting ties with the wrong ones is the best decision for long-term growth.

Pro Tip – The following are warning signs a client might not be a great fit for your MSP:

• Consistently poor communication
• Unrealistic expectations or demands
• Failure to see IT as an investment and reluctance to upgrade critical systems
• Chronic late payments or disputes over pricing
• Disrespectful behavior or disregard for boundaries and contracts

Hard Truth #4: Your MSP Can’t Survive on an Island

This hard truth is the reason The 20 exists – and it’s truer today than ever. When we started The 20, we would tell MSP owners they couldn’t thrive on an island. But now, with our industry maturing at a dizzying pace, we’re prepared to upgrade that statement:

Forget thriving – your MSP can’t even survive on an island.

In other words, isolation is no longer an option. Success in today’s MSP industry demands collaboration, shared knowledge, and leveraging the collective strength of a community – like ours!

Hard Truth #5: Right People in Right Seats = Everything

Talk about hard truths! This is one of the most difficult lessons for MSP owners to learn – just ask our CEO, Tim Conkle.

But putting the right people in the right seats – in roles that they’re suited and equipped for – is absolutely vital to ensuring long-term growth and success as an MSP. And remember, making sure everyone’s in the right seats isn’t just better for your business – it’s better for your team too. When team members are placed in roles that align with their strengths and abilities, they’re more likely to excel and avoid burnout.

Hard Truth #6: Strategy > Stack

MSP owners are naturally drawn to technology, but focusing too much on the tools rather than the big picture can hold you back. Remember: your stack is only as effective as the strategy behind it. A smaller, well-curated vendor pool saves time and reduces complexity, allowing you to focus on growth and client satisfaction. Instead of constantly juggling tools and contracts, streamline your solutions and align them with your business goals. A strong strategy will always outperform even the most advanced tech stack.

Inside Scoop – One of the main reasons MSPs become members of The 20 is to curb ‘vendor fatigue.’ Our battle-tested stack and contract management process take the hassle out of juggling multiple vendors, simplifying operations and saving you valuable time.

Hard Truth #7: Word of Mouth Won’t Cut It

Relying on referrals alone to grow your MSP is a risky gamble. To scale your MSP, you need consistent marketing and lead generation efforts. Invest in strategies that put your name in front of prospects and set your business apart from the crowd. And don’t hesitate to get yourself some help – your growth depends on it!

Hard Truth #8: Technical Knowledge Is Secondary to Industry Knowledge

Being a technical expert is important, but it’s not what will propel your MSP to the top of the industry. To truly thrive in the MSP space, you need to understand the broader trends shaping the industry. Are you aware of emerging technologies, changing client expectations, and market shifts? Staying informed requires effort – join a peer group, attend conferences, and engage with industry leaders. Remember, isolation isn’t just lonely – it’s a reliable shortcut to the back of the pack.

Hard Truth #9: Sales Is a Rare Skill – Hire for It

It’s no secret that sales is a powerful driver of growth. But less widely appreciated is the fact that great sales talent takes time to find, train, and retain. So whatever you do, don’t delay the investment for any longer than absolutely necessary. We tend to recommend that growth-minded MSPs hire at least one skilled salesperson to focus on building a healthy pipeline.

Pro Tip – Don’t expect a sales professional to be some kind of ‘silver bullet’ for all your growth woes. After hiring sales specialists, nurture them with the right onboarding, training, and professional development opportunities. Check out this article for more advice on how to make the most of your sales hires.

Hard Truth #10: Egos Are Expensive

Egos are expensive. They’re very expensive, in fact. In fact, they’re very, very expensive. The sooner you learn that, the better. After working with hundreds of MSP owners here at The 20, it has become clear that the one trait that drives success more than any other is the ability to step back and evaluate things objectively, without the ego’s constant input and need for validation. Master that, and you’ll unlock a whole new world of growth.

Hard Truth #11: You’re (Probably) Not Focused Enough on Scalability

You might think you’re sufficiently focused on building out scalable business processes, but chances are, you’re not. It’s almost impossible to underestimate the importance of scalability to your MSP’s long-term growth. It’s also all too easy to lose sight of the fact that scalability is a matter of degree. It’s not an either/or proposition; it’s an ongoing effort to optimize and streamline – and the best MSPs are continually refining things to make operations more scalable.

So however much time and resources you’re putting into making your core processes more scalable, it’s likely not enough. What gives us the confidence to say this? Working with hundreds and hundreds of MSPs over the course of several decades.

Related Blog – Check out our article on the importance of scalability for MSPs.

Final Thought

Hard truths might be difficult, but accepting them is a lot easier than trying to succeed without them. So remember the no-nonsense advice we’ve given here – and do your best to surround yourself with people who can ‘tell it like it is.’

Our MSP members definitely appreciate the open dialogue that goes on here at The 20. We collaborate, we share what we know, and we hold each other accountable. Why? Because working together works wonders.

Interested in joining a dynamic community of MSP owners who support one another’s growth? Schedule your call with The 20 today! We’d love to learn about your MSP business, its main challenges, and your long-term professional goals. With over 150 MSPs in our network, every successful partnership begins with a simple conversation. Let’s connect!