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!

The Turnaround Story of Seann Moreno and His MSP Journey with The 20

In 2022, Seann Moreno of Data Tech Café found himself in a predicament that many Managed Service Providers (MSPs) dread: his business was bleeding money. Day-to-day challenges had accumulated so much, simply staying afloat was becoming a huge burden. His MSP needed a turnaround – and fast.

Big Changes

Seann’s main struggle was high turnover among technical staff. Training technicians only to watch them leave drained company resources, while making it difficult to provide consistently excellent service. The problem wasn’t going to go away on its own, so Seann started thinking.

First, he took an honest look at his operations and several things became clear: he needed to overhaul his approach to managing tech support, as well as streamline client onboarding and bring documentation up to par.

Making these changes would be no small feat, but Seann understood their urgency, and in late 2022, he began exploring outsourcing Tier 1 support so he could focus on high-level projects and onboarding tasks. He explored several companies, but they either (a) lacked a US-based support desk, or (b) weren’t a good fit culturally.

1,800 Endpoints Later…

Finally, Seann met with The 20. Impressed by our team’s structured leads and 24/7 US-based support desk, he decided to test out our service with his largest and noisiest client. The transition started small, with simple tasks like password resets. But it didn’t stay small – within two months, Seann had moved 1,800 endpoints over to The 20.

The initial experiment was a success. But was Seann ready to make the full transition? Adopting our service delivery model for all his clients would be a massive undertaking, and there was still that documentation to worry about…

Despite his fears, Seann committed to the transition.

Focused on Growth

Seann’s goal in joining The 20 was clear: minimize internal Tier 1 tasks and reevaluate his team composition. By June, merely four months later, every one of his clients was fully onboarded with The 20.

The improvements came quickly and were dramatic. Leveraging The 20’s resources and support desk allowed Seann to serve more/bigger clients with fewer staff, leading to greater operational efficiency and profitability. We even helped with that pesky documentation!

From a company struggling to stay afloat with negative EBIDTA, Data Tech Café was now thriving, growing, and scaling with ease.

A huge part of Data Tech’s transformation involved a shift in focus among Seann and his leadership team. No longer bogged down by day-to-day operations (Data Tech was able to offload up to 90% of Tier 1-3 work to The 20), Seann’s senior staff could turn their full attention to high-value activities and strategic growth initiatives. And with The 20’s top-notch technical team shoring up support, Seann’s days of worrying about retaining talent were over.

“The 20 allows me to work on my business now instead of in my business…and life is great because of it.” – Seann Moreno

With The 20’s help, Seann transformed Data Tech Café into the large and profitable company he’d always dreamed of building, and in 2023, he sold that company to The 20 – a big payday and the next chapter in his MSP’s growth journey.

Seann Moreno’s story might be remarkable, but it’s not unusual. The right partnership can make all the difference for a struggling MSP. Success in this industry isn’t just about working hard; it’s about working smart – and getting help when you need it.

Grow Your MSP with The 20!

Questions about growing your MSP? Let’s Talk!

MSP Acquisition Spotlight – Adam Bell

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

Yes and no. I do miss having the final say and the speed at which I could accomplish things in a smaller organization. However, there’s also a certain ease in having a boss—especially when it’s by choice. I’m still closely involved with my team, which has been beneficial for both them and me during this transition.

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

I took time to pray about it and sought guidance from several trusted sources—my wife, financial advisor, tax advisor, lawyer, and fellow business owners.

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

Finding the right buyer wasn’t easy, but I chose The 20 because of the strong relationship and potential for investment. As a member of The 20, I was already familiar with how they operate, so the decision to merge and scale made perfect sense.

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

Instead of carrying the entire burden of running the company on my own, I now have a capable team to share the responsibilities. This shift has not only lightened my workload but has also allowed me to focus on areas where I can add the most value. Having the support of a strong team has brought a sense of balance, and as a result, I feel significantly less stress overall. It’s been a positive change for both the business and my personal well-being.

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

Although I’m still quite busy, I’ve been able to carve out more time to focus on both my physical and mental well-being.

6. What do you miss most about running your own business?

I miss the independence and ability to make big decisions quickly.

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

Ensure you’re emotionally prepared to let go of the business you’ve built. Take the time to carefully weigh the risks and rewards of selling. Personally, I had clear retirement goals, which I was on track to achieve if everything went smoothly. However, by selling and merging with The 20, I was able to reduce risk while still meeting those retirement goals.

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

My day-to-day responsibilities haven’t changed significantly—I’m still managing the same team. However, the number of clients we support has grown. When I was running my own business, I lacked the human resources needed to fully manage all aspects. Now, I have a dedicated team to handle financials, billing, client relationships, and technical support. This has enabled my team and me to manage a much larger client base effectively.

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

Hope alone is not a viable business strategy; true success is built on hard work and tenacity.

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

I am a functional introvert.

11. Describe your dream vacation in 3 words…

Relaxation, Sun, Fishing

Celebrating The 20 MSP as Datto’s Partner of the Year! ????

We’re overjoyed to share that The 20 MSP has been named Partner of the Year at this year’s Golden Datto Awards! Presented at DattoCon 2024, this honor highlights our dedication to innovation, resilience, and excellence – values we proudly share with the incredible Kaseya/Datto community.

The Golden Datto Awards are all about recognizing MSPs who are shaping the future of IT, and we’re truly humbled to be part of this remarkable group. As Datto shared, each award recipient represents “what’s possible through dedication, expertise, and a commitment to success.” For The 20 MSP, this recognition is a testament to the hard work of our team, our collaboration with Datto and Kaseya, and our shared drive to create meaningful impact in the managed services industry.

We’re grateful to Datto for this incredible honor, and we extend our congratulations to the fellow finalists Meriplex, GOCLOUD Inc., VC3, and Logically. Each company exemplifies excellence and dedication, and we’re inspired to stand alongside these leaders in our industry.

A special thank you goes to our members, clients, and partners for being part of this journey with us. Your trust and support drive us to keep setting new standards in MSP excellence, and we’re thrilled to have such a strong foundation to keep building on. We’re excited to continue growing, innovating, and delivering best-in-class solutions that empower our clients to thrive in today’s digital landscape.

Here’s to The 20 MSP, the entire Datto community, and everyone committed to advancing the IT industry. Together, we’re building a stronger future, setting new standards, and reaching new heights in managed services – and we couldn’t be more excited for what’s to come!

Next-Level Growth

How George Burke Doubled His MSP Business with The 20

It started at an IT Nation event. George Burke was one of many MSP owners in attendance. His MSP, The Computing Edge, was doing okay at the time – but George wanted more.

His “a-ha” moment came during a meeting about peer groups. George realized his MSP growth strategy was missing something crucial: a structured accountability group to keep him on the right track.

So he got to work researching different organizations, and was impressed right away by The 20, with its focus on process and commitment to collaboration. George wanted in, but one concern was giving him pause…

From Doubt to Action

Becoming a member of The 20 would mean making significant changes to The Computing Edge’s core business model and operations. With 1000+ endpoints to manage, adopting a whole new approach wouldn’t be easy. But would it be worth it? George looked at what the MSPs in The 20 were accomplishing, and his heart and mind told him the same thing: Go for it!.

Putting his reservations on hold, George moved forward with onboarding. Working closely with The 20’s expert and always-friendly team, George ensured that both his clients and employees experienced a smooth transition. It also didn’t hurt that The 20’s built-out RMM and PSA tools – including light set-up pieces, scripts, and ready-to-use documentation – greatly reduced the learning curve and set up George and his team for a seamless integration.

From Action to Results

Once fully on board, George’s doubts started giving way to results. First, he discovered the true power of marketing. He’d known for some time that his MSP under-utilized marketing, but working with The 20’s world-class team of marketing experts opened his eyes to a whole new avenue for growth.

Second, he made a series of long overdue changes to his business model, some of which were directly inspired by conversations with fellow members; he fixed his pricing to more accurately reflect the true value of his services, he replaced verbal agreements with formal contracts, and he began to leverage Hardware as a Service (HaaS) to drive a 40% revenue increase in just one year. Naturally, George was thrilled:

“We have been providing managed services for well over twenty years now, but joining The 20 has helped us grow in ways we never thought possible.” – George Burke

Finally, George traded in his tech-focused perspective for a strategic business mindset. Inspired by the example of other members and The 20’s leadership team, he went ‘all in’ on his MSP’s growth, even when that meant leaving his comfort zone or changing his established routines. The results?

Working with The 20 helped George grow his MSP’s annual revenue from $1.4 million to $2.7 million in just 1.5 years, effectively doubling his business.

After selling The Computing Edge to The 20 in April of 2023, George is now thriving in his new role as VP of Regional Sales. Looking back on his journey, he’s grateful he found the courage to make big those big operational changes. Turns out they were worth it – and then some!

Grow Your MSP with The 20!

Questions about growing your MSP? Let’s Talk!