EP236 – The State of the IT Channel in 2025 with Greg Jones & Ian Luckett
IT Experts Podcast with Ian Luckett
Release Date: 06/08/2025
EP259 - How to Attract Endless Customers Into Your MSP with Marcus Sheridan and Ian Luckett
IT Experts Podcast with Ian Luckett
In this episode of the IT Experts Podcast, I sit down with the brilliant Marcus Sheridan to unpack one of the biggest questions on every MSP owners mind how to attract endless customers into your MSP in a world that has completely changed the way it buys. This conversation is all about practical action. Marcus and I explore what is really going on in the heads of your buyers, why they now arrive eighty percent of the way through their buying journey before they ever speak to you, and how you can position your MSP as the firm that AI tools and humans are both recommending. If you are...
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EP258 - Why MSPs Need to Think More Strategically About Marketing with Nicola Moss and Ian Luckett
IT Experts Podcast with Ian Luckett
In this episode of the IT Experts Podcast, we explore why so many MSPs hit a ceiling when it comes to growth and how shifting your marketing mindset from activity to strategy can unlock the next level of success. I’m joined by THE Nicola Moss, a seasoned marketing leader and founder of The Fractional Marketeer, who works with MSPs to bring structure, credibility and clear direction to their marketing efforts. Nicola has spent years leading marketing functions inside MSPs, so she knows first-hand the challenges that owners face when they try to move from...
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EP257 – Don’t Believe the AI Hype with Fiona Challis and Ian Luckett
IT Experts Podcast with Ian Luckett
In this episode of the IT Experts Podcast, I sat down with the brilliant Fiona Challis to separate reality from the noise and give MSP owners a practical route to value. We opened with a simple viewpoint. AI is not a magic fix and it is not a toy to chase. It becomes powerful when it sits on top of clear processes, clean data, and a focused plan. That theme runs through the whole conversation with Fiona Challis, who has spent recent years enabling partners around enterprise AI and then translating that experience for the MSP world. The result is a set of grounded lessons...
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EP256 - The Silent Language Holding MSP Owners Back with Ian Luckett
IT Experts Podcast with Ian Luckett
Ian begins by reflecting on how mindset shapes outcomes. He shares how his own transformation began during long commutes to Heathrow Airport years ago, when he discovered the power of self-belief through learning from leaders like Tony Robbins. That journey sparked a shift in perspective, from being an employee to building a business owner mindset. The lesson is simple but profound: your body listens to what your mind tells it. If you believe you can achieve something, you probably will. If you believe you cannot, that becomes your reality too. Many MSP owners, as Ian points out, didn’t...
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EP255 - Why MSP Success Can Still Leave You Stressed - and How to Beat Overwhelm with Ian Luckett
IT Experts Podcast with Ian Luckett
1. Control through clarity When your business starts growing faster, the natural reaction is to hold on tighter. You try to stay in every detail because it feels safer. The problem is that this habit quickly turns you into the bottleneck. The solution is targeted delegation supported by simple and clear processes. I encourage MSP leaders to split their work into three levels. The first level is low-value work that an assistant or automation can handle. The second level is management work that belongs to team leaders who take responsibility for outcomes. The third level is...
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EP254 - How to Avoid Your Biggest Client Taking You Down with Ian Luckett
IT Experts Podcast with Ian Luckett
The reality is that many MSPs grow through referrals and good account management. That, in itself, is not a bad thing, but when the business matures, you can find yourself in a position where a single client represents 30, 40, even 50 percent of your revenue. They may also be one of your most profitable accounts, so the dependency is even greater. If that client gets bought, merges, or decides to build an internal IT team, you are left exposed. Worse still, if they go bust, you’re not only losing revenue but also carrying the burden of licences, subscriptions, and staff wages with no way to...
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EP253 - Inside the MSP Growth Hub - Insights from September 2025 Client Intensive Event with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett
IT Experts Podcast with Ian Luckett
Stuart and I opened the room with a simple truth. Progress comes from consistency. The Intensive works because it anchors everyone to a living plan that links a three-to-five-year vision to an annual focus and down to a current sixteen-week sprint. When owners follow the process, complete their dashboards, and show up to the weekly rhythm, results compound. The Intensive is where that discipline gets renewed. People sit with peers, compare notes, and see with fresh eyes that the next leap is in reach when the right activity happens in the right order. A major theme this time was...
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EP252 - From Overwhelm to Overdrive – Streamline your Ops and Accelerate your Growth with Darren Strong & Ian Luckett
IT Experts Podcast with Ian Luckett
Running an MSP can feel like a whirlwind of tickets, meetings, and decisions. This episode sets out a calm, workable route to operations that hum. Start with a clear plan that covers financials, growth, structure, and how each role fits. Communicate it well. Give every person a role profile, a scorecard, and clear expectations. When people know what they own and when to seek support, accountability rises, and your MSP becomes consistent and easier to lead. One of the key themes in this conversation is how important it is to have a clear plan. Without a plan, everything in the business...
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EP251 - Forget Marketing – Why Profit and Process Build a Valuable MSP with Ian Luckett
IT Experts Podcast with Ian Luckett
Over the last few days, I have had some powerful conversations with MSP owners about what really moves the needle when it comes to building a scalable and profitable business, and the truth is clear. A slick Marketing campaign will not compensate for weak processes, bottlenecks in delivery, or an MSP that still relies too heavily on the owner being needed in the day-to-day. I share in this episode how the three key pillars of your MSP – direction and planning, building an effective and scalable team, and then sales and Marketing – need to be kept in balance. Too often the third...
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EP250 – Milestones That Matter After 250 Episodes with Ian Luckett & Stuart Warwick
IT Experts Podcast with Ian Luckett
In this special episode Stuart and I take time to reflect on the milestones that have shaped our partnership, our clients, and the Growth Hub as a whole. We start right at the beginning when we first met. It was late in the Covid period and what started as a one-to-one conversation quickly turned into something much bigger. We realised that our values aligned, that our different personalities and skills would complement each other, and that together we could help more people, change more lives, and have a greater impact. That first milestone of recognising the power of working together has...
info_outlineWe kicked off with a discussion on how the past 12 months have felt for MSPs, and Greg was quick to point out the odd paradox we’re facing. Despite global uncertainty, economic pressures, and geopolitical challenges, the MSP space is actually buoyant. Kaseya itself is growing significantly, and since around 98% of its revenue comes through MSPs, that tells us a lot about the health of the IT channel as a whole. However, while the numbers look good, the reality on the ground isn’t all rosy. Some MSPs are struggling with client churn, budget cuts, and shifting customer expectations. Greg stressed that agility is the superpower in today’s climate. Those MSPs who are able to pivot their message, adapt their offer, and align more closely with the behaviours and values of growth-focused clients are the ones staying ahead.
What really struck a chord was the shift away from the technical ‘what’ of IT and towards the business ‘why’. Greg made it crystal clear that MSPs today need to go beyond just fixing stuff and start solving real business problems. The IT channel is evolving fast, and it’s not enough to simply respond to requests. Clients, particularly those who are scaling and innovating, want MSPs who bring ideas to the table. They want advisors who understand compliance, business process improvement, automation, and yes, even a bit of AI and machine learning where it makes sense. The standout point? Clients are now leaving MSPs not due to bad service, but because their current provider isn’t offering the services, tools, or strategic thinking that they actually need to move forward. That’s a wake-up call for all of us in the IT channel.
We also talked about identifying the right clients. Not just by size or sector, but by mindset. Are they members of a professional body? Do they work with a business coach? Are they investing in growth? Or are they protecting a lifestyle? If it’s the latter, they may not be the right fit for an MSP wanting to scale. Understanding client behaviour, not just industry type, is a big step forward in smart prospecting.
Another major thread that came up was the rise of co-managed IT and the impact of enterprise trends on the SME market. Greg explained that what happens at enterprise level today hits the SME space about 12 to 18 months later. Right now, we’re seeing more demand for compliance as a service, and the margins are strong – around 70% in some cases. The opportunity for MSPs to step into this space, particularly with business-grade solutions that simplify and automate, is huge. It’s not about flogging more tech. It’s about empowering clients to run smarter businesses. That’s what’s going to keep you relevant in the IT channel in 2025 and beyond.
Greg also talked about how younger business leaders are coming through with entirely different expectations. They’re digital natives, want slicker experiences, and have no patience for clunky processes. They expect their MSP to operate like the apps and services they use every day. If you’re not adapting to that, you’ll get left behind. That includes offering flexible communication methods, making contracting simple, and thinking about how you serve clients from their point of view, not yours.
One of my favourite parts of the chat was when Greg spoke about the importance of getting out of your comfort zone. That means attending your client’s industry events, not just IT shows. You’ve got to understand what’s going on in their world if you want to be more than a tech vendor. Greg’s example of “RoofCon” raised a chuckle, but the principle is serious – when you speak your client’s language, you earn their trust.
We wrapped up with a look ahead, and while Greg couldn’t spill the beans on all of Kaseya’s upcoming announcements, it’s clear there’s a lot of innovation on the horizon. But the real excitement came when he talked about the rise in peer groups. Seeing MSPs come together, share knowledge, and improve not just their businesses but their lives – that’s what it’s all about. It’s a reminder that no MSP is perfect. There’s always someone ahead of you and always someone behind. So reach out, get help, and keep evolving.
The IT channel is changing rapidly. If you’re an MSP owner and you’re still just selling IT support, you’re going to get overtaken. But if you pivot, listen to what your clients actually need, and start focusing on business outcomes, there’s a massive opportunity waiting for you.
Connect with Greg Jones on LinkedIn and see what he’s up to by clicking HERE.
Make sure to check out our Ultimate MSP Growth Guide HERE, and remember that the help is out there. You just have to go get it.
And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.
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Until next time, look after yourself and I’ll catch up with you soon!