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During the opening keynote of Vision 24, Tim Conkle (CEO of The 20 MSP) stressed the importance of going back to the basics and practicing fundamentals. He said that when you look at great managed services providers (MSPs), you’ll notice that they all have strong pipelines, a solid pitch, a well-defined sales process, and the ability to scale at parity. Without these qualities, growth and success won’t come easy (or, more likely, it won’t come at all).
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Takeaway #1: You Need a Strong Pipeline
Conkle explained that a barren pipeline is the breeding ground for poor decision making. When sales aren’t coming in and your pipeline is dry, it cultivates stress and pressure that make bad ideas look attractive. That’s when MSPs underprice, take on bad clients, or bite off way more than they can chew. Conkle stressed the importance of marketing and lead gen, noting that a full pipeline will foster smart decision making. He said that MSPs can’t rely solely on referrals to grow. If you do, you’re putting your destiny in the hands of others.
MSPs need to critically assess their pipelines. Are they actively pursuing new business, or are they hanging back and waiting on referrals? Diversification in lead generation is key. MSPs should explore multiple channels, from digital marketing to strategic partnerships, to ensure a steady flow of quality prospects. Automated marketing tools can also be leveraged to nurture leads, ensuring that potential clients are continuously engaged until they’re ready to decide.
Takeaway #2: You Need a Solid Pitch and a Well-Defined Sales Process
A full pipeline is nice, but it’s meaningless if you can’t convert prospects into customers. And if you don’t have a solid pitch and a well-defined sales process, then you’re going to have trouble sealing deals. The problem with managed IT is that it’s super technical, which makes it difficult for MSPs to express their value. It also means that sales aren’t going to be quick—you’ll need to stay on top of customers until (and after) they’ve signed on the dotted line.
Most MSPs struggle with their pitch because it is too IT-focused and the prospect doesn’t understand what the MSP is talking about. Conkle said that MSPs need to take IT out of the equation; your pitch should be a business conversation. Listing tech specs and applications until your prospect’s eyes glaze over will not end nicely, whereas explaining how your services translate into cost savings and better performance will grab their attention. Even if you hook a big one, you still need to reel them in. If your sales process isn’t well defined, you might lose interested prospects to a competitor who knows how to follow up.
MSPs should revisit their sales pitch and process. If your pitch leans heavily on technical jargon, it’s time to rethink it. Train your sales team to communicate in terms of business outcomes. For instance, instead of focusing on the specifics of a cybersecurity solution, explain how it will protect the client's revenue and reputation. This shift from technical features to business value will make your services more relatable and compelling to potential clients.
Takeaway #3: Scalability at Parity Is a Must
Your pipeline is full. Your sales pitch and process are perfect. You’re signing new clients frequently and growing fast. Things seem to be going great. But as you scale your business, it must be at parity with your competitors. That means meeting more kinds of customer needs because there is always a competitor who can do what you do, plus more. You need to be able to maintain the quality of your services as your business grows.
Scalability at parity should be treated as an ongoing strategy rather than a final step. As MSPs grow, they must continually reassess their operations to ensure they can meet increased demand without compromising service quality. This might involve investing in automation, expanding your team with the right talent, or even refining service offerings to ensure they remain competitive.
Keypoint Intelligence Opinion
Tim Conkle’s message at Vision 24 should resonate deeply with any MSP aiming for long-term success. His emphasis on fundamentals isn’t just a back-to-basics approach—it’s a strategic imperative in a landscape where many MSPs are chasing the next big thing without solidifying the core aspects of their business.
For MSPs, the idea of maintaining a strong pipeline, refining a sales pitch, and scaling effectively is more than just operational advice: it’s about building resilience. In an industry prone to rapid changes and difficult to predict, MSPs that neglect these fundamentals are setting themselves up for instability. A weak pipeline or a muddled sales process doesn’t just slow growth—it can expose a business to unnecessary risks, like taking on unprofitable clients or losing market share to competitors.
In essence, Conkle’s advice is a call to action for MSPs to solidify their foundations. By doing so, they’ll not only weather the challenges of the market but position themselves to take full advantage of future opportunities.
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