Phear the Phish: How to Get Your Clients to Take Phishing Attacks Seriously
The goal of this article is simple: we want to help your MSP convey the seriousness of phishing attacks to end clients, so they take a more proactive and vigilant stance. As an MSP owner, you know all too well just how big of a problem phishing is for the business world, and how good threat actors have gotten at digital deception. So we’re not going to waste any breath convincing you.
Instead, we want to share some resources that we think will help you light a fire under your clients’ proverbial derrieres. Here’s how to get your clients to… PHEAR THE PHISH!
Stats Are OK, But Not the Best
Stats can be a good way to draw attention to the problem of phishing. They’re objective (well, depending on their source), serious-sounding, and they showcase your expertise and involvement in industry matters. Here are some good ones pertaining to phishing (gathered from here). These might give your clients pause:
84% of organizations fell for a phishing scam in 2022.
Employees at small businesses are 350% more likely to be targeted by phishing than those at enterprise-level companies.
A CEO, on average, is targeted by a phishing attack 57x/year.
But these statistics, by themselves, aren’t likely to create any radical shifts in your clients’ behaviors. It’s not your clients’ fault; it’s just how the human brain works. Study after study has shown that we remember information presented in a story much better than information presented in a purely factual manner.
Jennifer Aaker, a behavioral scientist at the Stanford Graduate School of Business, sheds light on this phenomenon:
“When most people advocate for an idea we think of a compelling argument, a fact or a figure. But research shows that our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories.” (source)
So true. Stories make an emotional impact, and that’s precisely the sort of impact you need to make if you want your clients to actually start behaving in a new way – in a more skeptical, alert, and vigilant way, to be specific.
To help you convey the serious threat that phishing attacks pose to your clients’ livelihoods, here are some resources that we’re confident will elicit a visceral response.
The Friendliest Hacker in the World
If you want your clients to wake up and smell the phish, there may be no better video on the internet to show them than this one (we recommend watching the whole video, but the link takes you to the craziest part).
It features Jessica Clark, an ‘ethical hacker.’ She meets with Kevin Roose, a journalist, at DEFCON, the world’s largest hacking convention held annually in Las Vegas. Roose gives her permission to demonstrate the power of social engineering. Her challenge: try to obtain Roose’s email from his phone provider.
What ensues is truly impressive, as well as downright terrifying. You can see the shift in Roose’s demeanor as Clark effortlessly persuades the customer service rep to divulge the journalist’s sensitive personal information. When Clark finishes, smiling and triumphant, Kevin says, “Holy sh–!”
We think your clients might have a similar reaction.
Tell Them About Roger Grimes
Like Jessica Clark, Roger Grimes is an ace hacker. And like Clark, Grimes uses his skills to help rather than hurt people. In his 30+ year career in cybersecurity, Grimes has encountered a lot of folks who are confident they can’t be phished. He then tells them to give him two weeks to see if he can’t successfully phish them. Want to know Grimes’ success rate?
100%.
That’s his own claim at least; over multiple decades, Grimes has never failed to phish someone who challenges him to try and do so. Not once.
This is scary. When a determined hacker decides to phish you, there’s a good – no, a great chance – they will succeed. As Grimes puts it, “Anyone can be tricked into clicking a link. We are just human.”
Even Grimes himself isn’t immune to phishing. So, in the spirit of using stories to motivate your clients to get proactive about cybersecurity, tell them this one:
Grimes got hired by KnowBe4, an IT security company, shortly after publishing Data-Driven Computer Security Defense. Grimes calls the book his “magnum opus.” Needless to say, he’s proud of it, and stands behind the claims made in that book, such as this one:
Social engineering is the leading root cause of malicious breaches, involved in 70-90% – and second place isn’t even close.
Anyway, Grimes received an email that appeared to come from his CEO. To give some context, Grimes knew his CEO had read his book and had hired him largely because of how much it had impressed him.
And yet, the email, which was sent out to the entire company, said that a new survey showed “unpatched software” to be the primary root cause of malicious breaches. It also provided a link to the survey details.
What?! Unpatched software! No way! That’s only a root cause in 20-40% of breaches!
Grimes was, as he himself admits, “incensed.” So he hurriedly clicked the link to see what preposterous study was peddling such a lie.
If he’d taken his time and hovered over the link, he would’ve seen that the URL was: “ThisisafakeURLtotestyou.”
This is a great story – read the extended version in Grimes’ own words here – because it illustrates the fact that anyone – even the savviest security professional – can be phished. It also shows the role that emotion plays; Grimes clicked the link because he was angry.
But if you tell your clients that anyone can be phished, might they not throw their hands in the air and say, “Well I guess I’m screwed then. What’s the point of trying?”
This is a legitimate concern, so it’s crucial to emphasize that cybersecurity isn’t about ‘all or nothing’; it’s about probability. It’s about mitigating and minimizing risk. So tell your clients this:
“No matter what you do, you can be phished – you’re only human, after all. But if you do nothing – or way less than is recommended by security experts – you WILL be phished.”
Emotion Leads to Motion
Emotion is at the heart of why phishing is so powerful. Like any type of social engineering, phishing preys upon our psychological tendencies – on our very humanness.
However, emotion is also at the heart of defending against phishing attacks. It’s not enough to get your clients to appreciate the dangers of phishing on an intellectual level. You have to get them to feel it. And you do that by sharing stories, not just stats.
Emotion leads to motion. The question is what type of motion. Emotions can lead your clients to click unsafe links. But if you do a good job of conveying the dangers of phishing, their emotions can also lead them to do the opposite: to be hyper-vigilant and ultra-skeptical of any message they receive with links, attachments, or requests for sensitive information.
And remember, the stronger your relationship with a client, the more readily they will consult your MSP before taking any questionable actions online. So build those relationships!
And get them emotionally involved in their own digital safety, because that’s the only way to empower them to make the right choices.
Thanks for reading and stay tuned for another cybersecurity-themed blog next week, as we wrap up #CybersecurityAwarenessMonth.
Stay safe out there, y’all!
Getting Real About MFA
Undeniably a fantastic security strategy, multi-factor authentication has its limitations. But is that something you should share with clients?
In a perfect world…
There is no cybercrime, donuts are good for you, and your MSP doesn’t exist because technology takes care of itself.
In a less-perfect-but-still-pretty-good world…
You help one of your clients, Dorothy’s Donuts, set up multi-factor authentication (MFA) to protect the company’s email account. One day, a cybercriminal decides to mess with Dorothy and uses advanced password-cracking methods to figure out her email password. But when the troublemaker tries to log in, it’s MFA to the rescue. Crisis averted!
Meanwhile, in the real world…
Dorothy gets an email alerting her of suspicious activity on her business email account. She’s prompted to provide her email password plus a one-time passcode sent to her cell phone. The email looks legit, so Dorothy complies. She feels good entering the one-time passcode. This will PROVE it’s me, she thinks.
And just like that, poor Dorothy’s handed over the keys to her email to the threat actor, whose plan is to send emails out to Dorothy’s customers asking for donations ‘during a difficult time.’
The Moral of the Story?
Train and educate your clients!
Cybersecurity is about people, so make sure you’re taking care of yours. That means sharing information, conducting training sessions, and being honest.
Don’t tell your clients that MFA will solve all their security problems or throw out some statistic about how it stops 99% of cyberattacks (we’ll talk about this stat in a second).
So what should you tell them about MFA? If you ask us, the truth is always a good place to start.
And the truth is, MFA is an essential security strategy. The concept behind it is simple and powerful: it’s a lot harder for hackers to obtain two or more ‘proofs’ of your identity than just one (usually just your password).
Does MFA make things slightly more inconvenient on end users?
Yes. Logging into an MFA-protected account takes longer than logging into one without MFA protection.
Is MFA still worth having, despite the slight inconvenience it creates for end users?
Absolutely. The benefit of enhanced security provided by MFA far outweighs the minor inconvenience it adds. Remind your clients that while it’s a lot harder for hackers to obtain two or more ‘proofs’ of your identity than just one (usually your password), it’s only a little bit harder for you. And that’s how it should be; security should involve a fair tradeoff between safety and convenience, and MFA hits the sweet spot – it makes things a lot safer and only marginally less convenient.
So by all means, sing MFA’s praises – just don’t tell your clients that it repels 99% of all cyberattacks. The origin of this bogus stat seems to be two similar-sounding, albeit not quite as impressive statistics.
The problem with the 99% claim isn’t just that it’s a misrepresentation of actual statistics; another issue is that it characterizes MFA as some sort of “super tool” – “the answer to all your security problems…or 99% of them at least.”
And this is precisely how you want your clients not thinking about cybersecurity. If they assume one tool or method will do all the work for them, they may not exercise proper vigilance or consistently employ best practices, creating vulnerabilities that experienced threat actors can easily exploit.
Hard Truths
The lessons here have all been pretty simple. Tell your clients the truth – about MFA, and everything else, too. They can handle it. They can even handle the hard truths about MFA, like…
MFA isn’t infallible
It’s highly effective, but not a complete (or anywhere near complete) defense against cybercrime. But don’t tell your clients just this; also highlight specific ways that threat actors can bypass MFA:
Prompt Bombing
Phishing
Social Engineering, etc.
MFA creates inconvenience
While some MFA solutions are more user-friendly than others (we’re particularly proud of our ID 20/20 software for offering a seamless user verification process), there’s no such thing as an MFA solution that creates zero inconvenience. It’s an extra step by definition – no reason to pretend it isn’t.
MFA is necessary
Perhaps the hardest and most important truth of them all. MFA won’t solve all your security problems, but you still need it. If you’re looking for a clear analogy to help illustrate this point, talk about seatbelts: people need to wear seatbelts – or really should, at least – but that doesn’t mean seatbelts offer complete protection in traffic, or that you don’t need to do other things to stay safe on the road, like pay attention, follow traffic rules, go the speed limit, etc. Using MFA is like wearing a seatbelt.
In some case, MFA is literally necessary, as it’s now common for cyber insurance companies to require MFA for cyber coverage. If this is what it takes to get your clients using MFA, so be it.
Closing Thought – Relationships Matter!
Let’s say your client gets hit with a prompt bombing attack. All night long, their cell phone buzzes and lights up with notifications: one authentication request after another. At 5 am, exhausted and annoyed, they…
Well, that depends. Does your MSP have strong relationships with clients? Do your clients like you? Do they feel comfortable picking up the phone and calling your help desk – even at 5 am?
When people say cybersecurity is about people, this is what they mean – this exact moment when your client encounters something strange and suspicious. What do they do?
If they have a strong relationship with your MSP, if they’re comfortable calling you at the drop of a hat, if they like and trust you, then…
They will call you about it first, before taking any other action.
This is just one example that shows the importance of building strong relationships with your clients – one of many. When you establish genuine relationships with clients, it not only makes things easier (like sharing hard truths about MFA); it also enhances overall security by fostering transparency and teamwork.
Communication, collaboration, cooperation. Even with the latest AI-fueled innovations, these remain the most powerful security tools at our disposal.
But how do you build strong MSP-client relationships?
Lots of ways – but this blog post has focused on a particularly important aspect of building strong relationships: telling the truth! It’s not always easy, but if you’re consistently transparent with clients, they will come to appreciate your honesty and trust you. And when that happens, they will be much quicker to accept a hard truth from you than an ‘easy lie’ from the MSP down the street.
So keep it real, stay safe, and stay tuned for more security-focused content as we celebrate #CybersecurityAwarenessMonth here at The 20.
Learn more about The 20 MSP Group and how we help small and medium-sized MSPs find success in our fiercely competitive industry.
The Friendly Face of Cybercrime
The recent MGM breach serves as a wake-up call for businesses of all sizes – especially MSPs – emphasizing the urgent need to defend against social engineering threats.
As an MSP owner, you’re no stranger to the cyber threat landscape – how it’s constantly evolving and shifting as cybercriminals find new ways to make honest, hardworking citizens’ lives a living nightmare. But one truth remains, and it’s a truth we’re revisiting in this blog post:
Cyberattacks are not always launched by an act of technical wizardry or digital deception. Oftentimes, they begin with a simple phone call, and wear a friendly face – and that’s what makes them truly scary.
The Friendly Face of Cybercrime
For most people, the word “hacker” conjures an image of a guy typing furiously in a dark basement, pausing only to rub his palms together and cackle like a movie villain.
But the truth is, cyberattacks often wear a much friendlier face – and that’s what makes them so effective.
Take the recent attack on MGM – a devastating breach that has cost the casino giant $52 million in lost revenue (and counting). Plus, think about the reputational damage!
It started with a 10-minute phone call. The threat actor – purportedly part of the ransomware gang ALPHV – found an MGM employee on LinkedIn, called the help desk pretending to be that employee, and asked for a password reset.
And just like that, this cybercriminal gained access to MGM’s network.
Social Engineering – The Biggest Threat to Your MSP
The threat actors responsible for the MGM breach used “social engineering” (a fancy term for tricking people).
Social engineering doesn’t rely on technology; it relies on human nature – on how much trouble we have saying “no” to someone who is polite, convincing, friendly.
It turns out we have A LOT of trouble with this, which explains why 98% of cyberattacks use some form of social engineering!
And when 43% of all cyberattacks are on small to medium-sized businesses (SMBs), having a robust defense against social engineering isn’t just a good idea; it’s a necessity.
ID 20/20 – Your Solution Against Social Engineering
You can’t change human nature, but you can give your MSP a tool that stops social engineering attempts in their tracks.
Our patented ID 20/20 software is purpose-built for MSPs, delivering a user-friendly, cost-effective, and supremely effective defense against social engineering threats. We understand that MSPs require robust tools not only to protect their own sensitive data but that of the businesses they serve, and failure to do so could lead to catastrophic breaches with far-reaching consequences. You are in effect a gateway to a whole network of organizations and a veritable treasure trove of sensitive information.
How does it work?
ID 20/20 enlists MFA (multi-factor authentication) to verify a live caller’s identity.
When “John” calls your MSP’s help desk, how do you know it’s really John?
If you have ID 20/20 software, a code is sent to so-called John’s email or cell phone. If “John” can’t verify the code, there’s a good chance he’s not really John.
The whole thing takes less than a minute, requires zero downloads, and will protect your MSP – and your clients – against the most common type of cyberattack. We’re confident that if MGM had implemented a solution like ID 20/20, they could have sniffed out the threat actor right away and saved themselves millions.
We’ve made ID 20/20 cost-effective for small and mid-sized MSPs, convenient for your end clients, and the last thing hackers want to encounter when they come for your business.
Click here to discover why ID 20/20 is quickly becoming the go-to live caller verification tool for SMBs across the country, and a popular choice for MSPs of all sizes. If you’re interested in using ID 20/20 at your MSP business, you can schedule a call and we’ll go from there!
Do we hope your organization decides to use ID 20/20 as a defense against social engineering attacks? Of course! We’re proud of the tool and know it makes MSPs and the businesses they serve immeasurably more secure.
But whatever you decide to do, please – PLEASE – don’t do nothing. Social engineering attempts are rampant and they’re wreaking havoc in both public and private sectors. Make today the day you took a stand.
Change.
If you want to grow your MSP, you’ve got to change. It’s really that simple – and complicated.
Here at The 20, we work with hundreds of managed service providers (MSPs) from all over the United States – and some in Canada, too!
These MSPs come to us looking for help. They want to be the best at what they do – delivering managed IT services – and they hear we can help with that. It is in our name, after all: we can help your small to medium-sized MSP reach the top 20% of the managed services industry.
But some of the MSPs that join The 20 grow a lot faster than others. Why is that?
While there’s no single answer to this question, only a number of reasons why some of our MSP members grow faster than others, one reason does seem to loom large above the rest – a trait that we find predicts an MSP’s future success with startling accuracy…
The Ability to Change
Every MSP owner who joins our community is enthusiastic, passionate, ready to grow. But they’re not all equally thrilled about the prospect of making big changes to their respective organizations.
And we do mean big. In almost every single case we encounter – and we’ve worked with a lot of MSPs over the years – “getting to the next level” is largely a matter of making large-scale, foundational shifts.
Is it easy convincing MSPs to make these big changes? Not always. Even though seeing the success our other members is usually enough to convince newer members to go ‘all in’ on our model, there can be some resistance – especially at the outset.
This doesn’t surprise us. Change is hard, and it’s not like we’re asking these MSP owners to try out a different brand of dish soap or a new ringtone. This is their business we’re talking about here, and being asked to change something you care about deeply can be extremely daunting.
But if you really want to grow your MSP and ascend to the top of our large and competitive industry, you’ve got no choice. It’s change and grow, or don’t and don’t.
Time to get more concrete. Let’s consider a specific type of change MSPs must make if they’re aiming for steady, long-term growth.
The Art of Letting Go
Change is hard. Everyone knows that. But why is change so hard? Here’s one answer:
Change is hard because it forces us to step outside of our comfort zones. Thus, the key to change is embracing discomfort.
You’ve probably heard some version of the above a million times. But is that the whole story? Is mastering change really just a matter of learning to embrace discomfort?
We’re not convinced – especially when it comes to change in the MSP space. That’s because as counterintuitive as it may sound:
One of the biggest and most challenging changes most MSPs have to make actually makes life easier and more comfortable.
But how can that be? How can a change be “one of the biggest and most challenging” when it makes things easier?
The answer has to do with scalability. If you run a smaller MSP, you’re likely accustomed to doing everything more or less on your own, juggling multiple roles from sales and customer support to technical operations and administration. This ‘one-person band’ approach can work when you’re small, but it’s not scalable. With the one-person band approach, things fall apart when your MSP starts getting big, preventing it from ever getting really big.
Transitioning to a more scalable model requires a radically different approach: letting go.
If you want to grow a large, successful MSP, you’ve got to hand over parts of your business to others – as well as develop a playbook of documented processes to make sure things go smoothly without your direct oversight.
In our experience, many MSP owners find it incredibly challenging to make this shift and truly let go. And this is in spite of the fact that letting go – and, just as importantly, finding the right people to manage the various parts of your growing business – makes things much, much, much easier on you.
Again, this doesn’t surprise us. When you’re used to doing things one way, doing things another way is going to be tough – even when, paradoxically enough, the new way actually makes things easier! Moreover, it’s easy to fall in love with being busy – to equate feeling stressed out and ‘at capacity’ with doing right by your MSP. You might find yourself thinking, “Hey, I’m barely sleeping, working all the time, and I’m a nervous wreck – surely I’m doing my part to facilitate my MSP’s success!”
But this way of thinking can be dangerous and unproductive, leading to burn-out while also hindering your MSP’s growth (remember, the one-person band model isn’t viable long-term because it’s not scalable).
So find ways let go. Hire, outsource, join peer groups – figure out where you need help, and get it. Because the sooner you can build your trusted team and peer network, the sooner you can experience the sort of business growth you dream about.
We know letting go is hard, so we’re sharing some strategic shifts in mindset that we think might help you loosen your grip on the reins of your MSP business…
Reconceptualize Your Role: From Player to Coach
To help cultivate trust in others and delegate tasks more effectively, you might try thinking differently about your own role within your MSP business. Instead of viewing yourself as the ‘star player,’ try thinking of yourself as the coach – or some other figure whose job is to educate, guide, and bring out the best in others.
Work On (Not In) Your Business
Leaders at truly successful MSPs spend much more time working on their business than in their business. When you delegate daily tasks to your capable team, you can step back and work on your business – see the bigger picture so you can identify opportunities for growth, innovation, and greater overall efficiency. Remember, your primary job as the leader of your MSP isn’t busy work – it’s making your business work.
Glorify Working Smarter, Not Harder
We live in a culture that glorifies ‘the grind,’ but the hustle mindset can be detrimental in the entrepreneurial space, where success isn’t simply a matter of putting in the most hours. Yes, you should work hard, but think carefully about how you work – and how your team works. When your goal is to work as smart as possible – not as hard as possible – delegating to others quickly becomes second nature.
From Head to Paper
When you’re a one-person band, you can get away with keeping your MSP’s business-critical information in your head (although it’s not ideal, and a robust documentation program is something we recommend to every MSP, regardless of its size). Documentation becomes particularly important, however, as your MSP grows. Documenting your MSP’s processes not only allows you to solidify operations, it also allows you to delegate tasks and train new employees more effectively and efficiently. Instead of hovering over your team and directly guiding them, you can be ‘present’ in the form of your stellar documentation.
Consider The 20
What’s the real lesson here? If growing a large and successful MSP requires letting go and making the transition from a one-person band to a bona fide, process-driven, and highly scalable company, does that mean you should create and document your key processes, hire a bunch of people, and just wait for the revenue to start rolling in?
If only things we’re so simple! Hiring a capable team isn’t exactly cheap, and attracting/retaining quality talent is a notoriously difficult task in the MSP space at the moment (according to a recent Kaseya study, hiring is the third biggest business challenge for MSPs, right after “security” and “acquiring new customers”).
If you’re struggling with growth and scalability at your MSP business, but don’t want – or simply can’t afford – to hire your way out of trouble, consider becoming a member of The 20.
When you join The 20, your MSP can be “bigger than it is” – and without necessarily making a single new hire!
Just ask Bill, who joined The 20 and gained access to a world-class marketing department he could never have built through hiring alone.
Or ask Mark, another member who was able to start selling more aggressively, knowing The 20’s 24/7 US-based help desk was there to help him handle larger clients.
Curious to learn more? Visit our website for more member success stories as well as information about The 20 – who we are and how we help small and medium-sized MSPs find success in our fiercely competitive industry.
VISION ’23 Recap
From Good to GREAT!
We came. We saw. We VISION’d.
It’s over, folks – our seventh annual VISION conference – but that doesn’t mean it’s gone. We’re certainly still feeling the buzz – and judging by the feedback that’s already rolling in, so too are the event’s hundreds of attendees.
Every year, something special happens at VISION. We call it “VISION magic.” But whatever you want to call it, it’s a powerful thing that emerges when people come together with open minds and good hearts – and an indomitable desire to succeed.
That said, this year’s event felt magic in a major way. Especially special. Truly great.
Maybe that’s because of the conference theme – taking an MSP from good to great – but we’re pretty sure it’s because this MSP community is made up of some of the most kick-a**, hardworking, and kindhearted people on the planet.
So while the memories are still fresh, we want to look back at the events of last week – at the GREAT time we had at VISION ’23.
We want to talk about the people, the ideas, the moments, and of course, that VISION magic.
We hope you enjoy this recap of VISION ’23. And if you missed out on the events of last week, don’t despair. We’re determined to raise the bar yet again at VISION ’24 – maybe our theme next year will have to be … “from great to greater”!
Tuesday – “The Kickoff”
The sun was out and the MSPs were flooding in. From Wisconsin. From California. From New Jersey. From Canada. Hundreds of MSPs, all looking to get better. All looking to grow.
Everyone arrived safely and we could tell right away that the MSPs in attendance we’re pumped up and ready for the very thing we promised in many of our marketing materials: “a conference experience like nothing else in the channel.”
We wasted no time getting things started, taking to the rooftop patio at the Omni Hotel (an absolutely top-class establishment next door to the Dallas Cowboys World Headquarters) for the VISION ’23 Kickoff Party.
Cold drinks were sipped. New friends were made. And even though it was hot – like, really hot – the patio was still full at 7 pm, two hours after the party got under way.
And it wasn’t because attendees were determined to get their photos taken with our special guests, the Dallas Cowboys Cheerleaders. It was because they were having a blast with each other. It was because of that VISION magic.
Wednesday – Day One
We got started bright and early on Wednesday morning. After getting their breakfast tacos and coffee, attendees filled the Omni’s grand ballroom for our very own Tim Conkle’s opener, The Thin Line Between Good and Great.
Tim’s energetic, enlightening, and entertaining presentation set the tone for the rest of the day’s sessions. Some highlights:
FTC Safeguard Rule and Contracts: Navigating Rough Seas – Joseph Brunsman and Daniel Astin
Joe and Dan are a dynamic duo in the realm of cyber and professional resilience, and their presentation was packed with the type of actionable guidance our attendees have come to expect at VISION. Hats off, gentlemen – you rocked it.
Exploring the Intersection of Cybersecurity and AI – Allies or Adversaries? – Rob Boles
Rob Boles (President of BLOKWORX) is one cool dude, and his no-nonsense presentation at VISION ’23 had the undivided attention of every single MSP in the room. Thank you, Rob, for sharing invaluable insights that can save livelihoods.
Return on Energy – Mike Rose
Mike Rose’s ideas on leadership, communication, and building team culture have transformed thousands of businesses around the globe. And at VISION ’23, Mike took to the Main Stage to deliver an eye-opening Keynote that left us all feeling charged up. The way Mike laid out the differences between vision, strategy, and tactics made so much sense. We can’t wait to apply his ideas at The 20 – and we know a lot of MSPs in attendance feel the same way. Now let’s go get that ROE!!!
The Art of Continuous Improvement – Ken Pecot
Since joining The 20 back in 2021 as COO, Ken has helped us transform our operations and team culture in ways that continue to reverberate and drive us forward. Naturally, a lot of us have been curious about how Ken developed his powerful business philosophy and came to be the incredible leader he is today. We – and everyone else in attendance at VISION ’23 – got the answer to that question thanks to Ken’s awesome and candid presentation. Thank you, Ken, not only for what you do at The 20, but for sharing your wisdom with the MSP community. Your words carry serious weight, and your ideas have helped – and will help – a lot of MSPs make some serious breakthroughs.
Marketing – Old Truths and New Lies – Crystal Conkle (Moderator), Andra Hedden, Jimmy Hatzell, Emalee Sugano, Anne Stobaugh
What happens when you bring five of the brightest minds in MSP marketing together for a panel discussion? Well, if what went down at VISION ’23 is any indication, you get nothing less than a marketing masterclass. We had high hopes for this one, and the conversation between Crystal (The 20), Andra (Marketopia), Jimmy (CyberQP), Emalee (BLOKWORX), and Anne (Microsoft) blew our expectations right out of the water. So many good ideas. So many refreshing takes. So much fun. Brilliant stuff all around, panelists!
State of the Channel: Straight Talk – Fred Voccola & Tim Conkle
It’s a good thing the VISION stage is so big, because last week it needed to hold two industry giants. Fred and Tim sat down for a lively and far-ranging discussion about what’s been going in the MSP space – but not before Crystal Conkle put Fred in the hot seat with some … unexpected questions. Thanks for being a good sport, Fred!
And thank you both Fred and Tim for not only a terrific and refreshingly honest conversation, but also, for kicking off a spontaneous fundraiser for the Coventry Reserve. Your generous contributions inspired a series of donations, and reminded us all just what a big heart this MSP community has.
***
After two engaging and informative Breakout Sessions led by BLOKWORX and Nerdio, plus another word from Tim, we all retired to our rooms to get a good night’s –
Just kidding. This is VISION. We wrapped up Day One with Happy Hour at the Omni. After a day of learning, it was great seeing everyone come together for drinks, laughs, and games.
Thursday – Day Two
We hit the ground running on Day Two. Tim took to the Main Stage after breakfast for his presentation on M&A in the MSP Space: Not All Roads Lead to Rome. It’s no secret that we’ve been on an M&A spree here at The 20 over the past year or so, acquiring nearly two dozen MSPs as we pursue our goal of building a national MSP with unmatched scale and service delivery. At VISION, Tim shared lessons he’s learned along the way – lessons that will surely help out MSP attendees with their own M&A journeys.
More M&A lessons came later in the day when Scott Renkes and Bobby Renkes of Pinecrest Capital Partners delivered an eye-opening presentation, M&A for MSPs: Growth and Value Drivers. Coming from the invaluable perspective of private equity, these two M&A experts gave attendees a clear look at the state of M&A in the managed services industry, along with actionable advice on how to navigate the intricate landscape of M&A effectively. MSPs are hungry for M&A guidance, and these two experts delivered the goods. Great job, guys!
Sales Wisdom
On Day Two of VISION ’23, we heard from a stellar MSP Sales Panel moderated by Tim and featuring Andy Gainor (The 20), Jacob Sanders (The 20), Seana Fippin (Red Box Business Solutions), and Gary Blawat (The 20). These panelists know MSP sales like nobody’s business, and their collective expertise shined a light on what it takes to be not only good at sales, but great.
Later in the day, after two outstanding Breakouts led by Cytracom and Dell, Miguel Lopez (SVP and GM at Kaseya), drove home the importance of sales and marketing to success in the managed services industry. Miguel’s energetic and hilarious presentation, Consultative Selling, was filled with a multitude of important lessons, our favorite of which was … Marketing isn’t bullsh*t. We love it, Miguel!
Elevating Your MSP with Marketing Automation – Nabila Moumen
Joining us from Paris, France for her second consecutive VISION, Nabila Moumen rocked the house with a lively, insightful, and captivating presentation on automation – and its power to drive MSP growth. After her session at VISION ’22, we knew Nabila would dazzle us, and dazzle us she did – with her knowledge, with her humor, with her warmth. We hope you come back next year, Nabila, to make it three in a row!
Navigating Life’s Challenges with True Grit and Grace – Amberly Lago
Wow. Wow. Wow. What a story. What a presentation. What a message. Amberly’s highly anticipated Keynote at VISION ’23 made it clear to everyone in attendance why this woman is one of the most sought-after speakers in the world. Her energy, her wisdom, her heart – Amberly Lago is the real deal, and we are SO grateful for the wisdom she shared this year at VISION. Thank you, Amberly. Thank you.
Do Your Clients Know You Love Them? – Eric Kehmeier
Eric joined The 20 as an MSP owner with big plans. He worked hard, applied our proven methods, and grew a tremendously successful MSP called “Integrated Business Technologies.” Now, Eric is our VP of Client Services, a position that allows him to cultivate the most important aspect of our growing business: relationships. At VISION ’23, Eric spoke on the importance of relationships – of truly loving your clients – and simply put, his presentation was awesome. We love you, Eric!
Speaking of love, we wrapped up Day Two by showing love to this year’s VISION Award winners. Taking home prizes were…*drumroll*…
MSP of the Year – Sean Morreno, Data Tech Café
MSP Business Growth – Reade Taylor, Cyber Command
Most Engaged MSP – Brandi & Chris Couse, Mash Grape Technologies
Support Desk Favorite – Greg Padgett, Eagle’s Wings Technologies
Ambassador of the Year – Forrest Smith, ASGARD IT Services
Best Revenue Booster – Galactic Advisors
Most Disruptive Solution – Cytracom
Most Helpful Vendor – Huntress
Product of the Year – Pax8
Partner of the Year – BLOKWORX
Congratulations everyone – y’all are doing big things and the recognition is well-deserved!
VISION Party!
It wouldn’t be VISION without the one and only VISION Party. And so, after a productive second day, we all headed over to Concrete Cowboy for our end-of-conference bash.
Was it fun? Oh yeah. And is it true what they say – “no one parties like The 20”?
We’re not going to toot our own horn, so if you really want to know, you’ll just have to attend VISION ’24 and find out for yourself.
Day Three – Members Only
VISION is open to all MSPs, but we like to host a special half-day just for members of The 20 MSP Group, our MSP ‘co-op’ devoted to giving small and mid-sized MSPs the tools and resources they need to get to that next level.
What went down at our Members-Only Half-Day?
We can’t divulge any of our in-house secrets, but we will say this: the camaraderie between our members never fails to hearten us. To see a ballroom’s worth of people – people who are supposed to be competitors – all working together and sharing ideas … It’s humbling to say the least, and a powerful reassurance that we’re doing something special here at The 20.
Final Reflection – More Than Worth It
VISION is three days, but it’s multiple months in the making. It’s thousands of hours of planning, strategizing, ordering, designing, writing, sharing. It’s countless conversations. It’s continual collaboration between our marketing team members. It’s work, work, and more work.
But it’s more than worth it. That’s because however much energy we put into our planning, the energy we get in return – from our attendees, from our speakers, from our sponsors, and from our wonderful MSP community – makes the monumental undertaking feel like a privilege.
So does feedback like the following we received from Fred Voccola, a man who knows a thing or two about IT events:
“VISION is an awesome event – one of the best in the channel. And I can say that because at Kaseya we host events. We host really big events. And every time I do this, I ask Tim and his team how can we do it better, how can we be more like VISION. VISION’s fantastic.”
Thank you, Fred. That means a lot. And a Texas-sized thank you to everyone who participated in VISION this year – MSPs, speakers, sponsors, hotel staff … The list goes on. VISION is about people, and y’all truly are the best.
Till next time, wishing everyone a healthy, happy, and productive rest of 2023. Let’s make it great!
VISIONs of Greatness – Want to be Great? Relax.
If you want to be the best, you have to outwork the rest. Early mornings, late nights. Go, go, go – Actually, scratch that. If you want to achieve greatness, you have to know when to grind and when to unwind.
Hustle culture. It’s a thing. And it’s dangerous. Not only does constantly working prevent you from enjoying the life you’re supposedly building for yourself, but it also hurts the work itself!
A Stanford study found that male basketballs players’ performance dramatically improved when they aimed for 10 hours of sleep a night.
This is particularly true for business owners, whose jobs can be more demanding than most. Entrepreneurs not only need to think about how to work effectively, but also, how to not work — how to chillax to the max.
To give you some inspiration, we’ve collected some highly successful people’s rest tactics: what do the profoundly productive do when it’s time to take their feet off the gas and unwind?
Brad Pitt
“… if I have something that I’m dealing with that’s causing me a lot of stress, my mind goes to architecture. I walk around the yard and start thinking about what I need to do to the house structurally.” (2009 Parade Magazine Interview)
Home repairs? While those might not sound particularly relaxing, as Pitt explains, “As a boy, you play with Tinker Tors, Lincoln Logs, Legos, and you get interested in how things are made … Years later, you come back around to what interested you as a boy.”
Ah, that actually makes a ton of sense.
Insight
Want to relax and feel lighter and more joyful? Revisit the things you loved as a child!
Novak Djokovic
“…you need to have a place where you know you can switch off and recharge your batteries.”(Independent)
So where does the world’s most dominant tennis player go to recharge? One of Djokovic’s favorite places to unplug is a Buddhapadipa Temple. Though not a Buddhist himself, he appreciates the serene atmosphere, and enjoys “hearing the peaceful sounds of the water.”
Insight
It’s important to think not only about how you relax, but where. Find your “happy place” and pay it frequent visits!
Elon Musk
“Sunday morning: to bake or not to bake cookies – that is not even a question. Definitely bake.”(Twitter post)
The man responsible for revolutionizing the auto industry and pushing the frontiers of space travel finds time to bake cookies. What else is there to say?
Insight
No one is too busy to relax. No one.
Katie Couric
“Bubble baths, yoga, sitting and doing nothing.”(HuffPost)
The renowned journalist revealed her preferred methods of mellowing out at Arianna Huffington’s 2-day Thrive Conference, and they all sound great – especially that last one. Sometimes, nothing beats nothing.
Insight
The modern hustle mentality is so pervasive it even shapes – or distorts, rather – the way we relax. Resist the urge to make relaxation one more item on your to-do list. That is, be careful not to make unwinding just another ‘something’ that must get done. Get comfortable doing nothing, and if your inner critic tries to make you feel guilty for not being productive, tell it to shut up!
Viggo Mortensen
“One of the best pieces of advice I ever got was from a horse master. He told me to go slow to go fast … We live as though there aren’t enough hours in the day but if we do each thing calmly and carefully we will get it done quicker and with much less stress.” (The Scotsman)
Spot on, Mr. Mortensen! Take on your to-do list one thing at a time, give each task your full attention, and do your best to stay as calm, cool, and collected as Aragorn in battle.
Insight
Relaxing isn’t just something you do after the work is done – it’s a crucial part of work itself, a tool that allows us to operate more efficiently and effectively.
Oprah Winfrey
“What I do for fun is I literally hang with my dogs, the four-legged ones … I love walking in the woods with my dogs.”(Makers)
We take care of our pets, but they also take care of us. And as Oprah reminds us, spending time with animals is FUN. There’s nothing like a dog’s zest for life to remind us not to take things too seriously and to stop and smell the roses – and in a dog’s case, anything else with a good, strong odor!
Insight
Fun is relaxing and relaxing is fun. If you’ve tried to jump on the meditation bandwagon and you just can’t get into it, don’t beat yourself up. Find something that brings you joy, because nothing restores us like having a good time!
David Goggins
“If it’s a rest day, truly allow your mind and body to relax. Turn your phone off. Keep the computer shut down … It’s not a day to lose yourself in technology or stay hunched at your desk in the form of a damn question mark.”(Can’t Hurt Me)
David Goggins is arguably the toughest human being on the planet. But what does the man who wakes at 3 am to run 20 miles – the man who completed more than 4000 pull-ups in 24 hours (a world record at the time) – do to relax?
He relaxes!
Simply put, if you want to get the most out of yourself and reach new heights in your personal and professional life, you have to commit as fully to your downtime as you do to your go-time.
Insight
When it’s time to go fast, go fast. But when it’s time to slow down, take your foot off the gas. All the way off. That doesn’t necessarily mean unplugging like Goggins, but it does mean avoiding those things that stress you out, even if only in subtle ways.
So ask yourself, “Does scrolling through my feed really help me decompress?”
If not, close that laptop, put down your phone, and find something else to do!
***
If you enjoyed this piece, look out for the next “VISION of Greatness” from The 20. And don’t forget to register for VISION ’23, the MSP event of the year!
Spots are filling up fast, so secure your seat today – and get ready to take your MSP from good to GREAT!
Beyond the Buyout
How The 20 Nurtures MSP Growth While Respecting Ownership Boundaries
Chances are, you’ve caught wind of The 20’s M&A activities. We’ve certainly been busy, acquiring several MSPs each month as we pursue our mission of building the first premier MSP with coast-to-coast reach.
But with all the press surrounding our rapid expansion and unique consolidation strategy, it’s easy to lose sight of what The 20 is really all about: not acquiring MSPs, but helping them grow and find success in our hyper-competitive industry.
In this blog post, we want to clarify a few things about our M&A strategy, and address a question that’s been coming up: Do we recruit MSPs to join The 20 simply because we want to buy them?
The 20 MSP vs The 20 MSP Group
The first thing to make clear is that The 20 MSP and The 20 MSP Group are distinct entities – and not just legally speaking, but conceptually as well.
The 20 MSP is an individual MSP. We want The 20 MSP to become the first MSP with extensive, coast-to-coast reach and premier service delivery.
The 20 MSP Group is, on the other hand, exactly what it sounds like: a group of MSPs, all of them independently owned and operated. When MSP owners become members of The 20 MSP Group, they sign on to our way of doing business, but retain complete ownership of their MSPs.
Now, here’s where the connection lies between The 20 MSP and The 20 MSP Group: We’re pursuing MSP acquisitions to facilitate the expansion of The 20 MSP, and, for the sake of seamless integration and cultural/operational compatibility, we’re only looking to acquire MSPs that belong to The 20 MSP Group.
This raises an important question: Do we recruit MSPs to join The 20 MSP Group simply because we want, at some point, to acquire those MSPs and integrate them into The 20 MSP?
Let’s talk about that.
To Acquire or Not to Acquire? – That is the Question!
Let’s start with the short answer. Do we recruit MSPs to join The 20 MSP Group simply because we’re looking for acquisition targets?
No!
A slightly longer answer: While the 20+ acquisitions we’ve completed (at the time this was written) might seem like a lot, the number pales in comparison to the 170+ MSPs that belong to The 20 MSP Group. And a good number of these 170+ MSPs are interested in selling to us – i.e., we have no shortage of quality MSPs in our acquisition pipeline.
In other words, we’re not feeling any pressure to find MSPs to acquire – in fact, we have more than enough ready to roll up, and if there’s any pressure, it’s to consolidate quickly enough to meet this demand!
We think there’s some confusion around this because the following two sentences do, admittedly, sound pretty similar:
The 20 MSP only acquires MSPs that belong to The 20 MSP Group.
The 20 MSP Group only accepts MSPs that want to be acquired by The 20 MSP.
Sentence #1 is one-hundred-percent TRUE. We’re looking to acquire MSPs from our group exclusively for a very simple reason: We know these MSPs! They use The 20’s tool stack and business model, which makes integration relatively seamless and minimally disruptive for end clients.
But, more importantly, we know the people at these MSPs. The question of cultural compatibility isn’t a question for us, because by the time any deals are inked, cultural compatibility has long been established.
Sentence #2 is, on the other hand, one-hundred-percent FALSE. In fact, when MSPs approach us about joining The 20 MSP Group, we’re not even thinking about M&A.
For one thing, we have, as previously mentioned, plenty of MSPs ready to roll up.
Secondly, when an MSP first joins The 20, we have no way of knowing if they will grow into an MSP worth acquiring.
And thirdly – and most importantly – creating acquisition targets just isn’t the point of The 20 MSP Group. It never has been and never will be!
The purpose of The 20 MSP Group is to help small and mid-sized MSPs grow, scale, and get to that next level – faster and more easily than they could on their own.
That’s it?
Yep. That’s it.
OK, but what if an MSP becomes a member of The 20 MSP Group, and, as a result, achieves remarkable growth? Once an MSP gets big, do we start applying pressure and pushing them to sell?
Let’s talk about that.
Your MSP, Your Call
MSPs that become members of The 20 MSP Group tend to find success. That’s not a boast, just a fact. Our industry-leading tool stack, battle-tested business model, and above all else, our awesome community of supportive MSP owners – these things all feed into our members’ growth.
So, what happens when an MSP joins The 20 MSP Group and grows into a large and profitable company? Do we start hassling the owner about selling?
In a word – well, two words – H*LL NO!
In fact, it’s the opposite. We let MSP owners come to us. We keep our members in the loop about our M&A activities and intentions, because we want to know that selling to us is an option – if they’re interested in going that route.
But the most important word in the above sentence is if. We’re not interested in pressuring our members to sell – nor is it worth our time. Again, we have no shortage of acquisition targets, and if an MSP wants to remain a part of The 20 MSP Group without ever selling and joining forces with The 20 MSP, that’s A-OK.
In fact, we wouldn’t want to acquire all of our members as that would mean the end of the The 20 MSP Group! We’re incredibly proud of what The 20 MSP Group has become – a genuine community of peers who actively support and help each other win.
Do we want to build a premier national MSP? Yes. Do we also want to keep growing The 20 MSP Group and providing small and mid-sized MSPs with the tools and resources they need to succeed? Yes!
In short, we want to keep both projects going, and have no interest in sacrificing one for the other.
The Bottom Line
If you become a member of The 20 MSP Group, you’ll get an awesome tool stack, powerful processes for everything from sales to service delivery, and the warmest and most supportive community in the MSP space.
What you won’t get is pressure to sell.
If you decide you want to sell your MSP, we have a proven process in place to acquire and integrate your company. But if you decide you don’t want to sell, we won’t try to change your mind. It’s your business, your call.
We hope this clears some things up and dispels any rumors that we only want members so we can buy them.
Is Your MSP Coming to VISION ’23?
Stay tuned for more M&A news from The 20, and don’t forget to register for VISION ’23, our annual event for growth-minded MSPs. You don’t have to be a member of The 20 MSP Group to attend VISION, but you do need a ticket, so click the link below to register and get ready for a conference experience like nothing else in the channel.
VISION ’23 is all about taking an MSP from good to great. To celebrate this theme, we’re sharing ”VISIONs of Greatness” with the MSP community: stories from outside the IT space that shine a light on what it means to be great.
In this VISION of Greatness, find out how Kobe Bryant not only changed basketball, but basketball … shoes.
The Denver Nuggets just defeated the Miami Heat in the 77th NBA Finals. The very first finals were back in 1947, and if you look at footage of that series, it’s almost like you’re watching a different sport.
It’s not that those guys didn’t have game, because they did. It’s just … well, things change. The game of basketball has, like most human endeavors, come a long way since the middle of the 20th century. Heck, it’s come a long way since 2003. Just look up a picture of the 2003 NBA draft class … Those baggy suits!
But what about shoes?
Surely those haven’t changed much in the last couple decades – right?
Wrong. Check out NBA games from 2005, even 2010, and you know what you’ll see on players’ feet? High-tops.
The supposedly ankle-protecting high-tops of the early 2000s have given way to the sleek, low-top sneakers favored by today’s players.
So, what happened? In short, Kobe Bryant noticed something.
The Beautiful Shoe
Since Kobe Bean Bryant’s sudden and tragic death in 2020, people from every corner of the basketball world have come forward with their own Kobe stories. Here’s a good one:
A lot of people don’t know this, but Kobe grew up in Italy and spoke fluent Italian. During his time abroad, he fell in love with two sports: basketball and football.
No, not that football. The other one. With the feet. What a lot of folks around the world call “The Beautiful Game.”
Kobe pursued a career in one sport, but never lost his interest in the other.
It’s 2008. Kobe has a meeting with Nike’s design team to discuss his latest signature show, the Kobe IV.
Nike has ideas, prototypes.
But Kobe doesn’t like what they show him. In fact, he wants them to go in an entirely different direction: lower.
You see, Kobe had noticed something watching soccer: no one wore high-tops. That got him thinking. Maybe all that so-called ‘ankle support’ is just dead weight … Maybe it was time for a low-top b-ball shoe …
Nike’s creative director was skeptical. A low-top? Really?
Months later, the Kobe IV was released, a true low-top basketball shoe.
Now, low-tops are the norm in the NBA.
The Insights
What’s the moral of the story? That low-tops are superior to high-tops?
No (and in fact, the jury’s out on whether high-tops or low-tops are better for performance and ankle health).
What this story teaches us – business owners, leaders, and anyone striving to be great – is to …
LOOK AROUND
The world is a big place and inspiration can come from anywhere.
So get out there, look around, and open yourself up to the best teacher of all: experience.
And don’t be afraid to ask: Why are things done this way? Why not that way?
This story also teaches us to …
BE BRAVE
When you notice that everyone’s doing something one way, even though you think doing it some other way would be just as good – or even better – be brave and find out if you’re right!
If you aren’t, you aren’t. Lesson learned. And if you are right, who knows …
You just might reach new heights – or lows ????.
***
If you enjoyed this piece, look out for the next “VISION of Greatness” from The 20. And don’t forget to register for VISION ’23, the MSP event of the year!
Spots are filling up fast, so secure your seat today – and get ready to take your MSP from good to GREAT!
Operation Excellence
Key Changes and Improvements at The 20
Continuous improvement. It’s a nice idea for an MSP, but difficult to implement – unless you’ve got The 20 at the helm of your operations. We’re constantly looking for ways to streamline managed services operations to give our MSP members an edge, and the last five quarters have seen some particularly exciting changes and improvements.
At our recent MSP Members Summit, The 20’s Chief Operations Officer Ken Pecot took the floor to present key advancements and set the stage for future progress. It was awesome to see how far we’ve come in such a short time, and energizing to hear Ken discuss how much farther we can go. Let’s delve into some highlights from our COO’s insightful presentation.
Support Desk Success
Our Support Desk has been firing on all cylinders and delivering exceptional results. Our close rates are up, our escalations are down, and our First Time to Touch (FTT) is the lowest it’s been in almost two years.
These improvements are due in part to the pod structure we implemented at the beginning of last year; this structure has enabled our technicians to (a) forge stronger relationships with end clients and with each other, (b) achieve a deeper understanding of end clients’ IT environments, and (c) work more efficiently and with less stress.
It’s also important to note that our talent level is at an all-time high. The managed IT services industry is a technical one, but behind every successful company there are quality people, and we’re the first to admit that our success rests on the shoulders of our incredible team.
The CX Dream Team
Our Customer Experience (CX) Team, led by Chief Experience Officer Ciera Cole, has been busy developing new ways to assist our MSP members and their end clients. We often talk about the importance of relationships to success in the MSP space, and there’s no doubt that our CX Team’s tireless efforts are at the heart of The 20’s relationship-building prowess. Simply put, they care, and do the little things – as well as the big things – to make sure our MSP members feel supported and understood.
We got to hear from this top-notch team at Summit, where they delivered important updates and reviewed exciting new opportunities. As our MSP members’ single point of contact, the CX Team has done a stellar job of building training programs and specialty groups to give our MSPs the tools and resources they need to find success in our fiercely competitive industry. At Summit, they unveiled “Co-Selling Assistance,” an exciting new program designed to help our MSPs close more deals. We can’t wait to see all the new revenue that this opportunity creates for our members!
Taking the Lead
Here at The 20, we strive to be a leader within the managed services space and to continually push the boundaries of what an MSP can do. But to blaze a trail, we need strong leaders within our company: people who care, who inspire, who come to work each day with a desire to get better – and to help others do the same.
That’s why we’re thrilled to announce the appointment of Audrey Conley as our new HR Director. With 15+ years of experience and the expertise that comes with it, Audrey is poised to help us continue nourishing a healthy company culture that values growth, development, and collaboration among our team members. A top-notch communicator and problem-solver, Audrey will work closely with our leadership team to drive strategic HR initiatives and help us attract, retain, and develop top talent.
Speaking of developing talent, we’re also proud of our pod managers and pod leaders, some of whom started out at The 20 as Tier 1 technicians. Their success affirms something we believe in strongly: potential is a powerful thing, and when you put people in an environment that fosters their growth, they will, more often than not, not only meet but exceed your expectations.
We’re on a Roll!
Last year The 20 MSP entered the M&A arena. We acquired thirteen MSPs in 2022, and seven more this year for a total of twenty deals closed, the second most in the IT services industry. Our ultimate goal is to build a premium MSP with a deep national footprint and unmatched scalability.
While our expansion is undeniably rapid, the pace is comfortable for us as we’re only acquiring MSPs that belong to The 20 MSP Group. These member MSPs have already signed on to our way of doing things – they use The 20’s tool stack, service delivery processes, business model, etc. – and so, integrating them into The 20 is a relatively straightforward and seamless undertaking.
Adding these MSPs to our growing company doesn’t just make us bigger, but better too, as every MSP we acquire brings something special to the table, including expertise that allows us to expand our offerings to bring end clients even more value. For instance, we recently launched a new password tool and an IT support program for micro-businesses and solopreneurs. These innovative offerings wouldn’t have been possible without collaboration with our new team members. Our clients and partners can expect us to continue evolving our services as we bring more MSPs – and more expertise – into our tent.
Want to know what it’s like to sell your MSP to The 20? Visit our brand-new M&A page and check out short testimonial videos featuring MSP owners who decided to sell.
The Cycle of Continuous Improvement
In an industry as competitive as managed IT services, success is less about becoming good at what you do than it is about getting better at what you do – consistently and constantly.
At Summit last week, Ken expounded on some of his core business philosophies, including the idea of driving continuous improvement through the layering of initiatives. While we’re not going to publish the details of Ken’s approach, we will share one idea that we think will inspire and motivate a lot of MSPs out there:
If you want to implement a culture of continuous improvement at your MSP business, consider taking the following tack. Start with the basics – those everyday tasks and routine processes that your MSP depends on heavily. Use documentation to define what those tasks involve, and apply critical thinking to iron out any kinks or inefficiencies. Once you’ve mastered those tasks, you can begin layering on more complex, strategic initiatives. The goal is to master these initiatives as well, so that they become a part of the “basics” – i.e., your everyday operations. But don’t stop there. Keep the cycle of improvement in motion by continuing to layer on more initiatives, thus ensuring sustained success for your MSP.
Finally, you want to make sure you’re using the right metrics to track your MSP’s progress, and identify areas in need of improvement. And remember, if you’re not striving to move forward, it won’t be long till you start falling behind!
Final Thought: Customer-Centricity for the Win!
Here at The 20 we have big plans for the rest of 2023, not least of which is the continuation of our roll-up; we have plenty of MSPs in our acquisition pipeline, and look forward to further expansion and to solidifying our national footprint.
But no matter how big we get, we’re determined not to lose sight of the very thing that has helped us grow to this point: keeping our customers happy and their businesses healthy. And as Ken reminded us all at Summit, securing customer satisfaction isn’t just about following your processes to a tee or meeting performance metrics. It’s about exercising empathy and doing your best to see things from your customers’ perspectives.
Here at The 20 we’re going ‘all in’ on this customer-centric approach, because we know that the most important part of managed services is right there in the name: service.
Join us at VISION
If you want to be the best, come to VISION ’23 this August and discover growth tactics that will blow your mind. VISION isn’t just another IT event – it’s where MSPs learn to go from good to great.
If you’re serious about growing your MSP business, join us this August at VISION and get ready to take your MSP … from good to GREAT!
In today’s hyper-competitive managed services industry, being a ‘good MSP’ is no longer good enough. Sure, good MSPs can scrape by, but true success – knock-it-out-of-the-park-and-retire-early success – is reserved for great MSPs.
That’s why we chose “from good to great” as our theme for this year’s VISION conference. MSPs that want to flourish in the coming years have to be better than good, and we’re here to help your MSP make that jump.
Don’t fall behind your competitors or spend another year treading water. You deserve success NOW, so join us at VISION this August and get ready to take your MSP … from good to great!
Want some more reasons to attend? The 20’s own Crystal Conkle and Alexis Williams are here with ten of ’em (for those who love to read, scroll down for the same content) …
Reason #1 – Spectacular Speakers
VISION conferences are known for having not-so-typical speaker lineups. Last year we heard from a retired Navy SEAL Lieutenant and the man whose life story inspired the hit film The Pursuit of Happyness.
So, who will grace the Main Stage at VISION ’23? You’ll have to stay tuned to find out, but we can promise you one thing: whoever it is will bring a whole lot more than IT wisdom to the stage!
Reason #2 – The Star
VISION ’23 is taking place at the Omni Frisco Hotel at The Star, a 91-acre entertainment district built around the Dallas Cowboys World Headquarters and 12,000-seat Ford Center. It’s the same venue as last year, and for good reason – this place rocks!
Check out the VISION ’22 highlight reel video for some awesome shots of the Omni and surrounding area.
Reason #3 – The 20
You can’t talk about VISION without talking about The 20. MSPs who belong to The 20 are growing like crazy and having a blast in the process. At VISION ’23, you can connect with our MSP members and find out what makes The 20’s approach to MSP growth so special.
Reason #4 – Community
Here at The 20, we’re all about community. So don’t come to VISION ’23 to ‘network’ – come to build real relationships and make lifelong friends!
Reason #5 – Our Sponsors
The most innovative and forward-looking companies in the channel will be at VISION ’23. Don’t miss this chance to connect with industry-leading vendors whose tools and solutions have the power to change the way your MSP does business.
Reason #6 – The Future
The MSP world moves fast, and keeping up can be tough when you’re an MSP owner who’s working alone.
So don’t work alone! Instead, join us at VISION ’23 for the latest and best information on M&A strategy, artificial intelligence, cybersecurity, and other crucial topics impacting MSPs in today’s world.
Reason #7 – The One-and-Only VISION PARTY
It’s famous – and a little infamous! – for a reason. Come to VISION ’23 and find out if it’s true what they say …
No one parties like The 20!
Reason #8 – YOU!
You work hard all year to serve your clients and bring your MSP success. Don’t you think you deserve to spend a few days reigniting your passion, connecting with peers, and having the most fun you’ve ever had on a business trip?
Reason #9 – Breakout Sessions
Sometimes the best way to break through is to break out. There will be a bevy of breakout sessions at VISION ’23, where you can get down to brass tacks with industry experts and fellow MSP owners to tackle the problems and challenges you care about most.
Reason #10 – Inspiration
MSP owners come to VISION looking for information on how to grow their business, and they leave VISION with the confidence to get out there and make it happen. Join us at VISION ’23 and get ready to take your MSP from good … to GREAT!
Thanks for reading, and don’t forget to register for VISION. See you in August!
