IT Experts Podcast with Ian Luckett

The IT Experts Podcast with Ian Luckett, is designed to help ambitious IT/MSP business owners build a profitable tech business. In this show you will learn the complete tried and tested strategies that are working today as Ian helps techie business owners in the IT / MSP community on a daily basis. The content of this Podcast is a blend of expert advice and Interviews with some of the most successful people in the industry, offering massive value and a wise range of topics from his MSP profit Builder System. Whether his guests are experts from large enterprises, established IT/MSP businesses, serial entrepreneurs, or world class techies, they all have great stories and content to share. So, if you are preparing your IT/MSP business for growth, then we will help by sharing what IS and what ISN'T working in business right now. Our outcome for you listening to this podcast is that we help you to spend quality time working ON your business rather than being consumed IN it!

EP247 – The Do’s and Don'ts of MSP Marketing with Neil Shaw and Ian Luckett 08/24/2025

EP247 – The Do’s and Don'ts of MSP Marketing with Neil Shaw and Ian Luckett Neil is not someone who talks theory without having walked the walk. With over 30 years in the IT industry, including seven and a half years running a highly successful MSP in the East Midlands, Neil has experienced the highs, the challenges, and the pivotal moments that make all the difference when scaling a business. His MSP grew to around 300 clients, a 35-strong team, and was turning over close to £5 million by the time he exited earlier this year. Now through MSP Clarity, Neil helps other MSP owners gain the direction and focus they need to grow and scale effectively. We dig into the lessons Neil wishes he had applied earlier and the big shifts that brought the most impact. One of his strongest messages is the need to define your offering early and price it with structure. Too many MSPs start with finger-in-the-air pricing, lose track as clients scale, and fail to set clear rate cards. Neil also stresses the value of building your brand and tone of voice early, getting clear on who you serve, why you serve them, and how you communicate that. He is adamant that MSP Marketing is not about vague “we do IT” messages or chasing every business with a computer, but about being specific and showing genuine understanding of your target market. In his case, focusing on accountants and solicitors played to his team’s strengths and created a reputation that brought in higher quality leads. We explore the pitfalls MSPs fall into, including relying solely on referrals, neglecting their websites, using fear-based tactics, overpromising and underdelivering, spamming LinkedIn messages, and failing to follow up leads consistently. Neil explains why traditional marketing often fails for MSPs, and why the key is building a long-term journey for prospects with consistent, value-adding touch points. The most successful MSP Marketing is about staying visible and relevant over time, understanding that some prospects will take months or even years to convert. He also highlights the importance of making the most of your existing client base, tracking what products or services they are not yet buying from you, and approaching them with solutions that genuinely improve their business. We then move into Neil’s top do’s for MSP Marketing, starting with defining your ideal client profile and focusing on business outcomes rather than tech specs. He champions the use of case studies and testimonials as powerful social proof, creating helpful educational content to empower clients, and leveraging tools like local SEO and Google Business profiles to make it easier for people to find and trust you. He is a big believer in building strong referral and partner programmes, using LinkedIn for consistent outreach and brand building, and nurturing leads with purposeful email sequences that move them closer to a decision. Throughout, Neil emphasises the need to track the metrics that matter and to align marketing with your sales process so that what is promised is delivered exactly as expected. What comes through clearly in this conversation is that good MSP Marketing is not about gimmicks or quick wins. It is about clarity, consistency, and doing the basics exceptionally well. Neil’s advice is to know your market, communicate clearly, keep showing up, and make every client interaction a demonstration of the value you bring. His three closing tips are to use a whitespace matrix to uncover quick wins with your current clients, niche down to the sectors you enjoy and excel in, and simply keep doing the job you are paid to do better than the competition. Whether you are just starting to build your marketing strategy or you are looking to refine and scale what is already working, this episode is packed with practical tips you can apply straight away. Neil Shaw’s experience and straight-talking approach make it a must-listen for any MSP owner serious about creating marketing that actually delivers results. If you are ready to cut through the noise and focus on what really works in MSP Marketing, this conversation will give you the clarity and confidence to make it happen. Reach out to Neil Shaw by sending him an email at or connect with him on LinkedIn by clicking . Make sure to check out our a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click to get your copy. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/37925595

EP247 – The Do’s and Don'ts of MSP Marketing with Neil Shaw and Ian Luckett 08/24/2025

EP246 – Why Slowing Down is the Fastest Way to Scale – Success Stories with Mark Stevens & Ian Luckett 08/17/2025

EP246 – Why Slowing Down is the Fastest Way to Scale – Success Stories with Mark Stevens & Ian Luckett From the outset, we explored the pressures and mental blocks that many MSP owners face when trying to scale their business. Mark spoke openly about the fears that hold MSP leaders back, especially those “little voices” in our heads that tell us to stick with what we know. These ingrained habits often stem from childhood or past experiences and can sneak into the way we lead, even if they no longer serve us. Mark shared a great story about how, despite knowing it made little sense, he still puts his teacup away upside down because that’s the way his nan did it. This idea of unconscious habits translates directly into MSP businesses. Far too many business owners find themselves stuck in ways of working simply because “it’s always been done that way.” This can be a huge barrier to scale. Mark opened up about his own journey as an MSP owner, and the shift he had to make from being the technical doer to becoming a real leader. He described how easy it is to fall into the trap of thinking you have to control everything, which is often rooted in ego. It takes real self-awareness to admit you cannot do everything yourself if you want your MSP to scale. Mark recommended reading “Ego is the Enemy” to anyone in a leadership position. He pointed out that while confidence gets you started, ego can hold you back, especially when it comes to recruiting and trusting new team members. If you want to scale your MSP, you need to learn to delegate, trust your team, and stop micromanaging. It is only when you truly let go and empower others that the business can scale without you being the bottleneck. One of the major breakthroughs Mark discussed was the moment he realised that rapid staff turnover was blocking his ability to scale. After the instability of COVID, Mark’s MSP was not set up for sustainable monthly recurring revenue, and this created a lot of stress and financial pressure. When he looked back 18 months ago, he saw that the key to unlocking scale was not charging ahead with sales or new projects, but actually slowing down and building a solid foundation with the right people, processes, and a strong people-first culture. Mark stressed the importance of getting clear on your vision, mission, and values as an MSP. He explained that staff retention and engagement skyrocketed when he invested time in making these principles central to his business. He shared how regular “staff rhythm and review” sessions became a game changer. Instead of the old three-month probation, new staff now get a six-month induction and then join quarterly reviews that align with company objectives. Every team member knows how their work supports the bigger picture. Mark has seen first-hand how this level of clarity helps an MSP scale faster, because the team are all moving in the same direction and feel valued. Another powerful tip was the need for welfare checks and genuine care for staff wellbeing. Mark talked about introducing regular check-ins, recognising when someone is struggling, and creating a safe environment for people to speak up. This shift away from the old “get on with it” mentality, which so many MSP owners grew up with, allows team members to bring their best selves to work and prevents issues from growing in the background. A happy, motivated team is the heartbeat of any MSP, and looking after your people is one of the fastest ways to scale. Throughout the episode, we discussed how letting go of old habits and beliefs, trusting your team, and investing in leadership development are all non-negotiable for any MSP owner wanting to scale. Mark’s story shows that real scale happens when you slow down, review the bottlenecks in your business, and then deliberately build systems and accountability around them. He shared examples of how this approach improved everything from customer satisfaction to quotation processing, quality control, and ultimately staff retention. The result is not only a more productive business, but one that people genuinely want to be part of. We wrapped up with Mark’s three top tips for any MSP owner ready to begin their own journey to scale. First, find someone you respect to give honest feedback on your leadership style and be willing to listen. Second, have vulnerable, open conversations with your team and do not be afraid to make tough decisions if the fit is not right. Third, make your workplace enjoyable, people-centred, and share the vision with everyone. Mark’s journey is proof that slowing down is not a sign of weakness, but the fastest way to truly scale your MSP. His story reminds us all that when you look after your people, build great systems, and keep your ego in check, scaling your MSP becomes not just possible, but inevitable. Make sure to check out our a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click to get your copy. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/37841075

EP245 – Why You Don’t Need to Hire a Swiss Army Knife When Recruiting in Your MSP with Helen Sanders & Ian Luckett 08/10/2025

EP245 – Why You Don’t Need to Hire a Swiss Army Knife When Recruiting in Your MSP with Helen Sanders & Ian Luckett Helen Sanders brings over 25 years’ experience in recruitment, working closely with MSPs and tech businesses both in the UK and the US. Helen has built her reputation on helping owner-managed businesses move from frantic, last-minute hires to building confident, structured recruitment processes that allow owners to grow their teams with purpose and clarity. Her passion is helping business owners become great at hiring and creating environments where both owners and new recruits enjoy the process and stay for the long term. One of the biggest problems we see in the MSP world is the temptation to bring in someone who can do a bit of everything. This “Swiss Army knife” mentality can seem appealing when the team is small and the need is urgent, but as Helen Sanders shares, it often leads to burnout, lack of clarity, and a team culture where people end up firefighting rather than thriving. Panic hiring is all too common and often ends in tears, both for the owner and the team. Helen is a firm believer that you are always better off taking your time, defining exactly who you need, and being prepared to wait for the right person. Helen Sanders emphasises the importance of hiring for the person first, and the skills second. The strongest MSPs are those that are crystal clear on their culture, their values, and the kind of learning mindset they want in every team member. Helen’s advice is to look for people who are hungry to learn, who are actively seeking out new skills, and who naturally fit the business’s way of doing things. The technical requirements are important, but these can be trained if you get the values fit right. If you build a team of the right people, the skills and roles will take care of themselves as the business grows. Another key insight Helen Sanders shared is the idea of always being on the lookout for talent, even if you are not actively recruiting. Rather than collecting CVs and waiting until you are desperate for a new hire, she recommends building relationships, keeping a warm list of potential candidates, and treating these relationships in the same way you nurture prospects in your sales pipeline. By keeping in touch and offering value, even when there is no job available, you position your MSP as a place people want to work, and you make it much easier to hire well when the need arises. The conversation also explored how recruitment is no different from client onboarding. Helen Sanders points out that too many MSPs invest heavily in client experience, but then neglect the onboarding and experience of their new team members. This can result in a disconnect between what was promised in the recruitment process and what is delivered on day one. Helen recommends building a robust, people-first onboarding process that starts before the new hire arrives and continues throughout their career with you. This not only sets the tone for a great working relationship but also encourages new team members to refer others, strengthening your recruitment pipeline for the future. Building trust throughout the hiring process is vital. As Helen Sanders highlights, trust is created through multiple touchpoints and involving the wider team in the process. This could mean inviting potential hires to informal team coffees, shadowing days, or non-interview meetings to see how they interact with the culture and values of the business. It takes the pressure off the traditional interview format and allows both sides to get a genuine feel for each other. Helen also shared that showing vulnerability as a business owner and being open about the journey can make a huge difference in attracting the right people. We finished the episode reflecting on the importance of succession planning and building a business that does not rely solely on the owner. Helen Sanders offered practical advice on creating a deliberate, step-by-step plan for removing yourself from day-to-day roles over a three-year period, focusing on spinning fewer plates, and empowering others to step up. This is the key to building a scalable and sellable MSP, where the value lies in the team and the systems rather than the founder. Connect with Helen Sanders through her LinkedIn profile by clicking or send her an email directly at Make sure to check out our a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click to get your copy. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/37735190

EP244 – How Changing Your Behaviour Can Get You More Sales with Graham Stead & Ian Luckett 08/03/2025

EP244 – How Changing Your Behaviour Can Get You More Sales with Graham Stead & Ian Luckett Graham Stead knows a thing or two about MSPs. He ran his own for over 20 years before selling it in 2016, and since then he’s been leading sales and marketing teams and helping other MSP owners make better decisions, build stronger habits and get more sales. It was great to hear his story and experience, but more importantly, we unpacked the very specific actions MSPs can take to improve their sales performance by changing what they do every day. One of the first standout moments in our conversation was when I asked Graham the number one thing MSPs need to do to get more sales. Without hesitation, he said, change their behaviour. Not build a pipeline, not sort out their marketing. Change their behaviour. And that really stuck with me. Because as Graham explained, it’s not about what happens at the end of the sales process, it’s what happens every day, every week, in the run up to that conversation. He used a brilliant analogy with Usain Bolt. Bolt doesn’t win because he sprints the final 2 metres the hardest. He wins because of the four years of training, nutrition and planning that lead up to that 10 second race. And it’s exactly the same in MSP sales. Graham Stead shared some incredibly valuable insights around time management. One of his most powerful tools is something he calls the cookbook. A simple weekly spreadsheet where you track your sales activities. It sounds basic, but most MSPs who try it realise they are doing far less outreach and demand creation than they thought. And it’s that consistency, those small daily actions, that create real momentum. Whether that’s reaching out to a client contact, following up with a lead or booking a new meeting, it all adds up. Graham reminded us that building this habit might only start with 15 minutes a day. But it needs to be done consistently, and it needs to be protected. If something gets in the way, double up the following day. That’s how new habits stick. We also talked about the importance of linking your sales behaviour to your bigger goals. If you’re not clear on your personal why, whether that’s retiring well, supporting your family or simply building a business you’re proud of, it becomes far too easy to skip the sales work and stay in your comfort zone. Graham Stead was very clear here. Connect your daily activity to your future goals and the motivation to do the work becomes far stronger. The episode also covered four powerful sales habits that every MSP should adopt. The first was the demand creation habit. This is about creating conversations and building relationships, not just waiting for inbound leads. Graham gave some practical examples of how expanding your contact base within existing clients can lead to real value. If you’re only speaking to the MD, you’re missing opportunities with heads of department who have their own tech needs and budgets. The second was the qualification habit. Time is your most valuable resource, so stop chasing poor fits. Graham shared the mindset shift of looking for reasons not to work with a prospect, respectfully and early. That simple shift can protect your time and help you focus on the right opportunities. The third was the effective questioning habit. Better questions lead to bigger orders. But it’s not only about what you ask, it’s about learning from each conversation. Graham Stead encouraged us to create a bank of useful questions, review sales calls and continuously improve. Whether the deal was won or lost, there’s always a lesson. And finally, the agreed next steps habit. Sales momentum comes from clarity and commitment. Every meeting needs a clear purpose, a next step and an action plan. Graham also highlighted the importance of accountability. Whether it’s a colleague, coach or peer, having someone to hold you to your habits can make all the difference. This was one of those episodes that really brings together mindset and action. Graham Stead didn’t talk in theory. He brought practical, easy-to-implement habits that make a measurable difference in sales performance. If you’re an MSP owner stuck in the weeds, finding it hard to build a consistent pipeline or frustrated with unpredictable sales, this episode will give you the tools to get back in control. You can connect with Graham Stead on LinkedIn by clicking and follow his updates from and if you want more tailored advice on changing your own sales behaviour. Make sure to check out our a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click to get your copy. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/37637495

EP243 – From Manager to Leader - Time to Upgrade Your Thinking with Ali Stewart and Ian Luckett 07/27/2025

EP243 – From Manager to Leader - Time to Upgrade Your Thinking with Ali Stewart and Ian Luckett Ali Stewart has worked with hundreds of businesses, including many MSPs, guiding individuals and teams to make leadership a way of life, not a job title. She explains that leadership is not something you do now and again. It is a consistent, ongoing commitment to developing people and helping them unlock their potential. This is especially important for MSPs, where many business owners are technical by background and find themselves needing to evolve into leaders as the business grows. You start as a doer, then become a manager, and before long, the success of your MSP depends on your ability to lead, delegate and inspire others. During our chat, Ali shared a powerful distinction that really stuck with me. Managers light a fire beneath. Leaders light a fire within. It sums up the difference perfectly. Managing is about task and control. Leading is about vision, belief and unlocking the greatness in others. That is a mindset shift every ambitious MSP owner needs to make. It is not about being in charge. It is about empowering others to step up. Ali also walked us through her four-step leadership process which starts with visioning. And if you are an MSP leader who is waiting for someone to give you a vision, think again. You need to create one for yourself and your team. It does not need to be grand or complex, but it does need to answer the question: why are we here and where are we heading? Once that is in place, it becomes about consistency, communication and mobilising your people. That means being crystal clear on expectations and diagnosing performance challenges early. The third stage of Ali’s framework is all about development. Investing time and energy in people and helping them grow. And finally, the fourth stage is about letting go. That is where many MSP leaders get stuck. We both agreed that one of the biggest hurdles for MSPs trying to move from manager to leader is their inability to stop doing the task. They have grown their business by being in the weeds, and now they need to build a team that can run it without them. It is uncomfortable. It feels risky. But the truth is, you cannot lead if you will not let go. And if you are the bottleneck in your MSP, it is time to acknowledge it and do something about it. Ali Stewart offered a key insight for aspiring leaders in MSPs. Do not wait to be given the title or the role. Start acting like the leader you want to become. Model the behaviours of people you admire. Learn the skills. Invest in yourself. And be willing to go through the journey of change and development. Leadership is not about being the most capable technically. It is about being the person who brings out the best in others. It is about consistency, clarity and courage. We also explored what high-performing teams really look like. And again, the message was clear. If your team is doing well today, that is great. But if you want them to stay high performing, you need to keep investing in them. That means regular reviews, proper recognition, meaningful conversations and showing up as a leader who cares. Recognition, as Ali reminded us, is one of the most powerful tools in your leadership toolkit. And it is free. A sincere thank you, a moment of appreciation, and showing people they are seen and valued can have a bigger impact than any bonus or pay rise. This episode is a must-listen for any MSP owner or senior team member who wants to create a business that works without them. If you are stuck in delivery, firefighting daily issues, or finding it hard to trust your team to take over, this conversation will help you see what needs to change. Ali Stewart has worked with hundreds of MSPs to help them make these transitions successfully, and the insights she shares here are packed with value and inspiration. As ever, the key is to follow the process. Step out of the weeds. Develop your people. Create the space to think. And lead from the front. If you want to learn more about her work and how she is helping MSPs and business leaders build stronger, people-first cultures, head to There is so much more to learn from her and the tools she has developed. Or you can also connect with Ali Stewart through her LinkedIn by clicking . Make sure to check out our a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click to get your copy. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/37547355

EP242 – Stopping 365 Breaches Starts with YOU with Scott Riley & Ian Luckett 07/20/2025

EP242 – Stopping 365 Breaches Starts with YOU with Scott Riley & Ian Luckett Scott Riley has worked with MSPs for over six years, helping them tighten up their security practices and take real control of their 365 tenancies. In this episode, be prepared for the shift in mindset that Scott encourages. The idea that you are too small or not interesting enough to be a target is no longer valid. The reality is that attackers are not selective. They cast a wide net. If your MSP gets breached, the damage can extend far beyond email. Your PSA, RMM, partner centre, licence platforms, password vaults, and all client environments are at risk. Scott Riley explains that token theft is one of the most common attack methods in play right now. A stolen login token can allow someone to log in as you without being challenged. If your global admin account is tied to your day-to-day login, the attacker has immediate access to your critical systems. Many MSPs still store MFA tokens inside password managers alongside usernames and passwords. It might seem convenient, but it undermines the whole point of multi-factor authentication. We explore the emotional and financial consequences of a breach. Scott shares a real-life case where criminals sat silently inside a business email system, watching communication styles and eventually mimicking the MD’s tone to authorise fraudulent payments. The losses started small but escalated quickly. These attacks are personal and targeted. For a small business, losing six thousand pounds can be the difference between making payroll and laying people off. Scott stresses the importance of making this real for clients. He talks about positioning cybersecurity not as a technical need but as a business-critical risk conversation. Instead of relying on fear or jargon, help clients picture the consequences. What would happen if they were locked out of systems, lost money, or lost their reputation? Clients need to be educated through impact-based questions and examples they can relate to. We also cover the responsibility that MSPs carry themselves. Cybersecurity starts with you. It must be owned by the business and led from the top. While the technical work can be delegated, the responsibility cannot be passed on. Regular reviews, clear security standards, and the discipline to follow them are essential. Inside Agent, Scott’s platform, helps MSPs quickly assess their Microsoft 365 environments and bring them up to best practice. It gives a live compliance score, offers guided fixes, and creates ongoing visibility. It is designed to simplify the process, not complicate it. We discuss why compliance frameworks such as Cyber Essentials Plus should be a minimum standard, and how the upcoming UK Cybersecurity and Resilience Bill is going to push MSPs to meet new legal requirements. With MSPs being seen as part of critical national infrastructure, business owners need to ensure that their internal environments are secure and compliant, not just their clients’ systems. Scott Riley shares clear recommendations for securing 365 tenants. These include using hardware MFA tokens, enforcing location and device-based access policies, reviewing and removing unused app integrations, ensuring third parties such as accountants or offshore VAs have the right restrictions in place, and stopping the use of global admin accounts for daily operations. He encourages every MSP to sit with their team regularly and walk through breach scenarios to build internal clarity and confidence. The message is simple. Know where you are exposed. Fix what needs to be fixed. Get independent validation to confirm it. This episode is full of practical, plain-speaking advice that any MSP can follow. Scott Riley brings clarity, urgency, and support to an area that often gets ignored or pushed to the bottom of the list. If you want to protect your business, your team, and your clients, this episode is the reminder you need to act today. Thank you, Scott, for bringing such clear value to this conversation. Connect with Scott Riley on his LinkedIn profile by clicking . Or you can also find out more about Inside Agent by clicking . Make sure to check out our Ultimate MSP Growth Guide , and remember that the help is out there. You just have to go get it. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself, and I’ll catch up with you soon!   /episode/index/show/itexperts/id/37459615

EP241 – How to Engage the Un-Engaged with Julie Hutchison & Ian Luckett 07/13/2025

EP241 – How to Engage the Un-Engaged with Julie Hutchison & Ian Luckett We begin with a simple truth. If you want to attract and retain A players in your MSP, you need to lead like one. Many business owners want highly engaged, proactive team members who take ownership and drive the business forward. Yet when that energy is missing, the first step is not to blame the team but to reflect on your own leadership. Julie and I explore how your team’s performance is often a direct reflection of the environment you’ve created. A Players don’t arrive fully formed. They grow in the right conditions. Julie introduces a practical framework that breaks down team behaviour into three causes. One, they can’t do the job. This may be down to a lack of skill or confidence. Two, they won’t do the job. This points to a relationship issue or something deeper going on beneath the surface. Three, they don’t do the job because they haven’t bought into the direction or they are unclear about it. All of these are leadership challenges. When leaders understand this, they unlock the ability to re-engage and develop every person in their team. Throughout the conversation, Julie explains how leaders can assess their teams with this model and then take action. We talk about how engagement is driven by three things. Clear communication. The right skills and confidence. And strong working relationships. If any of these are missing, even a capable and motivated person can start to disengage. The key is to be proactive. Think about each team member, where they are on this scale, and what you need to do to help them move forward. One of the strongest moments in this episode comes when Julie challenges the idea that someone is an A player by nature. Instead, she explains that high engagement comes when people know where they are going, feel connected to their leader, and feel capable in their role. Without those three factors in place, even great people can drift. As leaders, we have the responsibility to create that environment. When we do, people step up. We share a real example from one of our MSP leaders who believed their team was underperforming. When we applied the framework, it became clear the team were not unmotivated, they were unclear. Direction had not been shared clearly. Conversations had been rushed or avoided. Once that changed, people became more engaged and started contributing ideas and driving projects forward. This is what happens when leadership becomes intentional. Julie finishes with a powerful reminder. A players thrive under A leaders. If you want to create a business full of energy, momentum and ownership, it begins with how you show up every day. Your words. Your clarity. Your consistency. And your ability to see what each person needs to perform at their best. This is where real team growth begins. This episode is full of practical guidance for MSP owners who are ready to shift how they lead and create a more engaged team. It will help you reflect on how you lead, how you communicate, and how you support others to become more confident, committed and capable. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/37379115

EP240 – Inside the MSP Growth Hub - May Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett 07/06/2025

EP240 – Inside the MSP Growth Hub - May Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett This particular intensive was all about amplifying capacity, a key pillar of the Scale with Confidence model. Our focus this time centred around team performance – the challenges, the frameworks, and the mindset shifts needed to build a business that works for you, not because of you. What made this event stand out wasn’t just the content or the planning, but the incredible maturity and vulnerability in the room. Stuart and I both reflected on how far our clients have come. These are no longer just MSPs doing the work but these are serious business leaders taking deliberate steps to lead their teams, grow with intention, and remove themselves as the bottleneck. We officially launched the Team Performance Playbook, which brings together the years of leadership, team dynamics and people development work we’ve done into a structured journey. The playbook is not just theory. It’s being delivered as a series of monthly implementation sessions where owners and their teams can apply the models in real time. Whether it’s operational performance, account management or sales, the aim is the same: raise the maturity of your business so you can progress towards that Owner Not Needed state. Julie Hutchison shared how powerful it was to see clients asking bigger, bolder questions, questions that show they’re not just thinking as technicians or managers, but as real leaders. The Playbook helps them understand how to actually lead, how to shape environments for success, have meaningful conversations, and inspire performance. Importantly, this is not a one-time training but a strategic and structured support journey designed to drive consistent implementation and behavioural change. Clare Elliot reflected on how far the finance conversations have come. A few years ago, many MSPs were avoiding their numbers. Now, they’re leaning in, getting clarity, and most importantly, taking action. Clare delivered our Transform Your Profits framework back in January, and it’s now running as a monthly workstream. Owners and finance teams are attending these sessions together, focusing on one step at a time, and building financial literacy and confidence along the way. It’s not just about knowing your numbers but about making better decisions and growing profitably. One client said he would never have had the courage to raise his prices if it weren’t for the Growth Hub. That one decision alone added £20,000 to his bottom line. We also revisited the ICE framework, a powerful tool to help owners prioritise, delegate and make better use of their time. What made this session so striking is that many had seen it before, but they hadn’t fully used it. Once they applied it, the difference was immediate. Teams began respecting each other’s time more, productivity improved, and the sense of calm, focused progress returned. It wasn’t a new shiny idea. It was an existing framework, finally implemented with purpose. That’s what we’re all about. The energy from the room was palpable. As I shared my own personal vision and some of my journey, the response was humbling. People resonated, connected, and offered support in ways I hadn’t expected. That’s the power of this community – not just learning, but belonging. We heard clients say they’d never experienced anything like it, that they felt safe enough to open up, to ask for help, to share their struggles. And in that environment, real growth happens. Whether it’s through our leadership development programmes like Future Leaders, or our team and finance workstreams, we are seeing the ripple effect of what happens when MSP owners stop firefighting and start leading. If this episode has struck a chord, or if you’ve been wondering what support is right for you now that you’ve decided to grow, just reach out to us. We’d love to help. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/37284025

EP239 – M&A Mastery – Part 3 – How To Buy Another MSP with Ken Roulston & Ian Luckett 06/29/2025

EP239 – M&A Mastery – Part 3 – How To Buy Another MSP with Ken Roulston & Ian Luckett Ken Roulston, a veteran of the IT industry and now self-proclaimed M&A addict, returns to share his deep insights and experience from building a £17 million MSP business through a series of successful acquisitions. Across this episode, we unpack the exact mindset, processes and practical steps MSP owners need to take when considering buying another MSP. Ken’s journey is not just theory, it’s real-world experience gained from multiple acquisitions, integration challenges and building long-term value. And trust me, his perspective is gold. We kick off the conversation by tackling the question so many MSP owners wrestle with – why would you want to buy another MSP? For many, the idea of borrowing money or taking on risk can feel overwhelming. But Ken reframes this beautifully, explaining that when your objective is to create real business value, something that stands alone and can eventually be sold, you must be willing to embrace a growth mindset and strategic risk. Organic growth has its place, but when you’re looking to significantly scale your revenue, EBITDA and ultimately the value of your MSP, M&A can be the most effective route. One of Ken’s standout messages is that your business must be in good enough shape to sell before you consider buying. That’s not just about the exit. It’s about having the structure, systems and leadership in place so that you’re investable. If you need to raise funds or secure backing, you’re going to have to ‘sell’ your vision and demonstrate operational excellence to potential lenders or partners. So, getting your house in order is step one. As we move through the episode, Ken shares powerful guidance on how to actually find the right MSP to buy. This isn’t just about browsing listings with brokers, although they can play a role, but it’s about leveraging networks, building relationships, and even tapping into clever routes like speaking with accountants of potential sellers to warm up a conversation. This is classic Roulston thinking – practical, strategic, and with an eye on long-term alignment. Once you’ve identified a potential business, the next challenge is due diligence. And here Ken lays out a clear and compelling four-pillar framework that every MSP owner should follow: strategic fit, technical alignment, financial value and cultural compatibility. That last one, culture, is too often overlooked, but as Ken reminds us, it can be the difference between a smooth integration and a complete disaster. Due diligence, especially on the legal and financial side, is not an area to cut corners. Ken strongly recommends using experts where needed and, especially for your first acquisition, working with someone who has been through it before. Integration is the final hurdle and arguably the most critical. Buying a business is one thing. Making it work long term is another. Ken talks through how to communicate with your new clients and team, manage expectations, and ensure you are seen as a trustworthy, capable new owner. That first 3–6 months post-acquisition is where you earn loyalty or lose it. The 80/20 rule applies here, focus your energy where it counts. Show up for key clients. Reassure your top staff. And most importantly, don’t disappear from your existing business while you do it. Throughout the episode, Ken Roulston and I also discuss how your role as the business owner must evolve during this process. You will be required to step into a more strategic role, but you can’t do that unless your leadership team is rock solid. This means that scaling through M&A is as much about internal readiness as it is about spotting external opportunities. As we wrap up this trilogy, Ken shares three final pieces of advice: set a long-term value target for your MSP, be realistic about the size of the business you acquire first and be open to using debt to fund the right deal. With the right plan and guidance, M&A can be the fastest way to grow your MSP and build something truly valuable. If this episode has got you thinking about your next move, check out the resources at MSPM&A.com, where Ken and our good friend Mark Copeman have put together a treasure trove of insights, including an eight-hour video programme and even a matchmaking service for buyers and sellers. If you’ve only just joined us for this episode, make sure you go back and catch up on and . They set the groundwork for everything we’ve covered here and are packed with practical insights to help you understand the full M&A journey. Whether you're buying, selling, or just getting your head around what’s possible, these episodes will give you the clarity and confidence to take the next step. Connect with Ken Roulston on his LinkedIn and learn more about his through their website Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/37179280

EP238 – M&A Mastery – Part 2 – Preparing to Sell your MSP with Ken Roulston & Ian Luckett 06/22/2025

EP238 – M&A Mastery – Part 2 – Preparing to Sell your MSP with Ken Roulston & Ian Luckett Ken Roulston brings his decades of industry experience to the table and together we explore what it really takes to get your MSP into a position where it’s not only ready to be sold, but where it attracts the right buyer and achieves a fair valuation. Ken Roulston has walked the talk. He built his own MSP from the ground up, completed six acquisitions over 12 years and ultimately sold the business in 2023 for a healthy multiple, leaving behind a highly efficient and well-oiled operation. Throughout this episode, Ken shares what truly drives value in an MSP and why EBITDA is king when it comes to valuation. We get into the weeds of what EBITDA really is, the difference between profit, EBITDA and adjusted EBITDA, and how small tweaks in your operation today can make a big difference to your valuation tomorrow. One of the key takeaways from Ken Roulston in this episode is that profitability is only half the picture. Buyers are also looking at recurring revenue, the quality of contracts with your clients, the efficiency of your operations and how professionally the business is run. We talk about the reality that many MSPs face – thinking their business is worth more than it actually is – and how things like weak client contracts or high client concentration can be red flags to buyers. Ken explains how buyers look for signs of consistency and professionalism, including documented processes, clean accounts, staff contracts and a good track record of customer retention. If your MSP is being run informally or too heavily reliant on you as the owner, that’s going to limit your options when it comes to selling. We also touch on the age-old debate about outsourced service desks. Is it a red flag for buyers or a smart operational choice? Ken shares how outsourcing can actually be a strategic advantage if done correctly, particularly in a tight labour market where skilled engineers are hard to find. In his case, the buyer saw the outsourced helpdesk as an opportunity and adopted it post-acquisition, demonstrating that the model itself isn’t the issue, it’s how efficiently it runs. Throughout the conversation, we continue to reinforce the concept of owner not needed. If your MSP can't function without you, it’s not a business. It's a job. And buyers don’t want to buy your job. They want a systemised, well-governed, and self-sustaining business. So whether you’re working five days a week in the weeds or you’ve managed to reduce your time to just one day a week, the goal is to build a business that can stand on its own two feet. Ken also shares his thoughts on selecting the right buyer, and why it’s not always about choosing the highest bidder. Culture fit matters, especially if there’s an earnout or deferred payment involved. If the acquiring company doesn’t align with your values or runs the business poorly post-acquisition, it could not only damage your legacy but also impact your final payout. We talk openly about deal structures, what buyers are looking for, and the importance of preparation, patience and compromise. Selling an MSP is not a six-week sprint. It’s a strategic process that requires you to get your house in order and present a credible, investable business. To round off the show, Ken gives us a glimpse into the MSP M&A training course he’s delivering with Mark Copeman, which goes into even more detail than we could cover in this three-part series. There’s also mention of an upcoming confidential matchmaking service for buyers and sellers, which is being developed as part of their wider initiative to support MSPs through this complex journey. So, if you’re an MSP owner who is thinking about selling in the next year or two, or even if you’re just curious about what your exit could look like, this episode is essential listening. Get ready to take notes, challenge your assumptions and most importantly, take action. M&A is a serious step, but with the right preparation and support, it can be one of the most rewarding chapters in your business journey. This is the second of three episodes in our M&A Mastery series with Ken Roulston, so if you haven’t already, make sure you catch part one where we lay the groundwork and share Ken’s incredible story. And next week, we’ll be diving into the buying process to wrap up the trilogy with even more insights on what’s happening in the M&A world for MSPs. Connect with Ken Roulston on his LinkedIn and learn more about his through their website Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/37091170

EP238 – M&A Mastery – Part 2 – Preparing to Sell your MSP with Ken Roulston & Ian Luckett 06/22/2025

EP237 - M&A Mastery – Part 1 – The Foundations with Ken Roulston & Ian Luckett 06/16/2025

EP237 - M&A Mastery – Part 1 – The Foundations with Ken Roulston & Ian Luckett To help guide us through it all, I’m joined by someone who’s been there, done it, and got the multiple to prove it, the brilliant Ken Roulston. Now, if you haven’t come across Ken before, he’s a bit of a legend in the IT channel. He started his MSP from scratch in 2009 and grew it through six strategic acquisitions before selling it in 2023. What I love about Ken is he doesn’t just talk about theory, he’s lived the journey – from finding the right businesses to buy, navigating the risks, right through to a successful exit. And in this first episode, we’re going right back to the beginning and laying the foundations for M&A success. Ken shares openly about how he got started, including the bold decision to buy his first MSP right in the middle of the 2009 financial crisis. He explains why he chose acquisition over building from the ground up, how he structured the deal, and the mindset he used to keep pushing forward. For anyone who thinks M&A is only for massive corporates or private equity firms, Ken’s story is a real eye-opener. We explore the idea that, like it or not, every MSP will exit one day. Whether it’s a full sale, a team takeover or an acquisition, at some point you’ll need a plan. Ken talks about the importance of working backwards from your personal goals, being clear on what you want, and starting early to put your business in the right shape. This episode is full of reminders that waiting too long or not preparing properly can seriously limit your options, and your valuation. We then shift the conversation to the key metrics MSP owners need to focus on if they want to be seen as a valuable business in the M&A world. Ken Roulston highlights two that are non-negotiable. First, at least 70 percent of your revenue needs to come from recurring income. And second, at least 50 percent of that should be labour-based services like support. It’s not enough to be shifting licences. Buyers want to see strong service contracts and retained relationships. We also talk about profitability. To be taken seriously in M&A, you should be aiming for at least 15 percent EBITDA. Anything under 10 percent means your business probably needs tightening up. Once you hit that 250k profit mark, that’s when you start to attract attention from mid-market buyers. Ken breaks this down beautifully and explains how multiples work, what they mean, and how you can use them to your advantage through something called EBITDA arbitrage which is buying smaller MSPs at a lower multiple and rolling them into a more valuable group. What stood out to me most in this conversation was Ken’s reminder that integration is the hard bit. Buying is easy. But unless you integrate the new business properly, especially around people and culture, you can lose momentum fast. This is why so many M&A deals fall down after the initial excitement fades. Culture, values and leadership all matter just as much as systems and numbers. Finally, we introduce the new MSP M&A platform that Ken Roulston has created with Mark Copeman. It’s packed full of tools, training and resources to help MSP owners confidently navigate their M&A journey, whether they’re buying or selling. It’s aligned with everything we believe in at The Growth Hub, clear structure, expert guidance and real-world support. So, if M&A has been on your mind or even if you just want to get your MSP into a stronger, more scalable position, this episode is the perfect place to start. And make sure you stay tuned for the next two parts in this M&A Mastery series. Next week we’ll be diving into the selling process, then wrapping up in part three with how to approach buying successfully. Connect with Ken Roulston on his LinkedIn and learn more about his through their website . Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon! /episode/index/show/itexperts/id/37000905

EP236 – The State of the IT Channel in 2025 with Greg Jones & Ian Luckett 06/08/2025

EP236 – The State of the IT Channel in 2025 with Greg Jones & Ian Luckett We 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 . Make sure to check out our , and remember that the help is out there. You just have to go get it. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/36896340

EP235 – Budget Like a Boss with Clare Elliott and Ian Luckett 06/01/2025

EP235 – Budget Like a Boss with Clare Elliott and Ian Luckett Now before you switch off thinking budgeting is just about spreadsheets and cutting back on your coffee spend, think again. Clare Elliott walks us through why budgeting, forecasting and cashflow management are the backbone of every high-performing, profitable MSP. It’s not about being an accountant. It’s about stepping into your CEO role and giving yourself the tools to make better, faster decisions with confidence. Too often MSPs fall into the trap of looking at what’s in the bank and thinking that’s enough. But as Clare points out, without a proper budget, you’re flying blind. You might have cash now, but do you know what’s around the corner? Are you really in control of your business or just reacting to it? Budgeting allows you to reverse engineer your goals, spot the gaps early and drive the right actions. It’s confronting at times, yes. But the clarity it gives you is worth its weight in gold. We talked about why so many business owners avoid budgeting altogether. The answer? It’s uncomfortable. It’s time consuming. And it forces you to look reality in the eye. But once you do, as I shared from personal experience, it becomes incredibly empowering. Just like mapping out your retirement plan, creating a budget gives you that sense of control and direction. And as Clare Elliott says so well, it’s all about having a clear destination and a route to get there. When it comes to forecasting income, we broke down why simply relying on your monthly direct debits isn’t enough. Clare explained how even with recurring revenue, clients leave, services change and prices rise. Without a plan to add new clients or adjust pricing, your business starts moving backwards. So we explored how to break down income forecasting into manageable chunks: from what’s already secured, to potential upsell opportunities, to the leads you haven’t even generated yet. Clare made a really strong point here. If you’re standing still, you’re actually going backwards, especially if you’re not increasing prices annually. We also got into the nitty gritty of budgeting for costs. From fixed overheads and vendor costs to salaries and project delivery, Clare Elliott laid out the foundations of building a practical budget. The advice was simple but powerful: start with what you know, build in contingency, and always allow for profit and savings. And if you’re not reviewing your projects after delivery, you’re probably leaving money on the table. It’s not just about quoting right the first time. It’s about learning and refining the process with every job. Another brilliant insight from Clare was how budgeting drives change. Once you know what profit you want at the end of the year, you can work backwards to see what sales are needed and what activity has to happen to get you there. It’s not about hoping. It’s about planning. The budget becomes the engine room of your business, and it’s how you avoid that constant cycle of feast and famine. We then moved on to how budgeting and forecasting translate into cashflow management. Because let’s face it, profit is great, but cash is king. You can be profitable on paper but still run out of money if clients pay late or vendors need paying early. Clare walked us through the importance of understanding timing, building up cash reserves and planning for VAT, PAYE and corporation tax well in advance. No surprises, no panic, just a clear picture of what’s coming. We also covered what a typical finance function looks like as an MSP grows. Clare Elliott shared some cracking advice on when to bring in bookkeepers, management accountants or part-time finance directors, and what to expect at each stage of business maturity. Whether you’re turning over half a million or pushing past the seven-figure mark, having the right financial support in place can be a game changer. We wrapped up with some solid troubleshooting tips for when things go off course. From negotiating with vendors to accelerating debtor collections, Clare gave us a toolkit to lean on in the tough times. But the consistent message throughout was clear: don’t bury your head in the sand. Budgeting is not a punishment. It’s a plan. And it’s the fastest way to create freedom, profit and peace of mind in your MSP. So if you’re ready to stop winging it and start budgeting like a boss, go back and listen again. Build your first forecast. Book some time with your FD or accountant. Or reach out to us and we’ll help you figure out what steps to take next. As Clare Elliott so rightly put it, if you’re already doing well without a budget, just imagine what you could achieve with one. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/36793715

EP234 – The MSP Marketing Clock: 12 Steps to Building A Lead Engine That Works 05/27/2025

EP234 – The MSP Marketing Clock: 12 Steps to Building A Lead Engine That Works The marketing space for MSPs is full of confusion. Vendors are pushing content that’s really just product sales in disguise. Agencies are selling packages that might not suit your niche. And most MSPs we speak to are stuck trying to work out what to say, when to say it and who to say it to. The problem isn’t a lack of effort. It’s a lack of sequence. That’s where this clock comes in. We begin with step one, which is all about identifying your ideal target market. And not in a vague way. “Professional services” is not enough. You need to be thinking of real businesses with real problems, like accountants in Luton or legal firms in Manchester. When your content speaks directly to them, they’ll know straight away that you understand their world. This level of precision is what starts the lead engine working properly. Once that’s in place, step two is to align your message with their language. If you're talking to healthcare businesses, use their words. If you're talking to finance or legal, pay attention to how they describe their challenges. Go deep. Look at their websites. Listen to your existing clients. Match their tone and show them you really understand what they’re dealing with. As we move round the clock, I take you through the importance of creating a valuable middle-of-funnel offer. This is where you offer something that educates rather than sells. A survey, a buyer’s guide or an event are all great ways to build trust and demonstrate expertise. You’re not pitching. You’re positioning. That’s how you warm up cold contacts and get people curious about what you do. Step four is about tracking your prospects down. Where do they hang out? What events do they attend? Are they in niche online groups? Who do you know that knows them? This isn’t guesswork. You need a map. Your lead engine needs fuel, and this is where you find it. Then we talk messaging. If your outreach feels too salesy, people switch off. This is where many MSPs fall flat. You’ve got to keep it real, human and helpful. Imagine you’re talking to someone at a networking event. You wouldn’t walk up to them and say “Hi, we sell IT support, do you want to buy some?” You’d ask how things are going, have a chat and see where the conversation goes. That’s what this part of the MSP Marketing Clock is all about. As the clock moves on, we cover connecting with your audience, chatting with them, and nurturing those conversations over time. Email is still one of the most powerful tools at your disposal. The key is to send emails that matter to the reader. Make it about them, not about you. And remember, this is about building relationships. Not rushing to the close. Towards the end of the clock, we shift into demonstrating your expertise and aligning your solution with their business needs. This is where you show them how your service solves real problems. Not just technical ones, but business ones. Slow file transfers. Security risks. Compliance issues. You don’t have to lead with a brand or a product. You just need to clearly show how life gets better with the right technology in place. We wrap up with step eleven, which is all about overcoming objections and making sure your offer is rock solid. Then finally, we close and onboard. This bit really matters. Overdeliver on your promise. Make your new client feel like they made the right decision. And make sure your operations team is aligned with the same energy and clarity that won the deal in the first place. The MSP Marketing Clock is a practical way to move from random marketing activity to a structured, scalable lead engine. It’s designed to help you stay consistent, stay patient and stop second-guessing your next move. If you’re trying to build a marketing process that works for your MSP, share this episode with your team. And if you’d like help putting it into action, just drop me a message or book a chat through the website. Let’s get your lead engine ticking. One step at a time. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/36690810

EP233 – Don’t Let Diamonds Go: Unlocking Future Leaders in Your MSP with Julie Hutchison & Ian Luckett 05/19/2025

EP233 – Don’t Let Diamonds Go: Unlocking Future Leaders in Your MSP with Julie Hutchison & Ian Luckett This one’s inspired by a comment we heard recently at one of our events: “Don’t let the diamonds in your business go.” It struck a chord. And it got us talking about what it really takes to stop losing your best people and start building a leadership team who can genuinely help you grow – not just fix tickets or manage a few tasks. If you’re an MSP owner stuck in the day-to-day firefight, unsure how to build the team around you, this one’s for you. Julie shares the mindset shift business owners need to make to move from doing everything themselves to letting go with confidence. As we’ve seen with dozens of MSPs we work with, the problem isn’t always about having the wrong people – it’s not knowing what to look for. Just because someone’s a brilliant tech doesn’t mean they’re going to be a great leader. And just because someone’s quiet doesn’t mean they’re not sitting on massive potential. So in this conversation, we break down how to identify the early signs of leadership. Are they stepping up, taking responsibility, asking the right questions? Are they front-seat passengers helping you drive the business forward, or are they stuck in the boot, just along for the ride? (Yes, there’s a car analogy. Possibly too many. But it works.) The real skill here is learning to spot the behaviours of a leader – not just waiting until they’ve got the title. Julie explains how our Future Leaders Programme came about and why it's critical for growing MSPs to invest in their rising stars before they’re ready. Because if you wait until you “need” a leader, it’s already too late. They’ve either left… or burnt out. The good news is, the capability can be trained – but the values, the mindset, the hunger to take the reins – those are the signs we’re looking for. We also talk through how to create the space for your leaders to grow. Giving them small projects, secondments, or specific responsibilities lets you test their ability to step up – without committing them to a role they’re not quite ready for. And it gives them a chance to see themselves differently too. Leadership doesn’t always mean direct reports or fancy titles. It’s about how they show up, how they influence others, and how they behave when nobody’s looking. And this is key: if you’re building your MSP around your own decision-making, you’re the bottleneck. You can’t scale if you’re the only one driving the car. You need thinkers, not just doers. People who understand your vision and care enough to carry it forward – even when you’re not in the room. Which is exactly what we’re developing through our Future Leaders Programme. As we wrap up, we summarise the three key actions you can take right now as an MSP business owner. First, ask yourself: is the elastic band of communication in your team starting to stretch too far? Are you losing grip on who’s doing what, and why? That’s your cue. Second, start to look at your people differently. Who’s trying to drive? Who’s giving you energy? Who wants to help take your MSP where it’s going? And third, be brave enough to invest in the people you believe in. Because if you don’t grow them – someone else will. Massive thanks again to Julie for bringing clarity, humour, and a grounded approach to what can be a tricky conversation. There’s no silver bullet here, but there is a system – and we’ve seen it work. It’s time to stop flying solo. Build your team, find your future leaders, and start creating a business that works without you having to do everything. Ready to see how it works? Learn more about the Future Leaders Programme and how we help MSPs build confident, capable leadership teams by visiting . Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/36595370

EP232 – Stop Fixing and Start Leading - 5 Steps to Stop Being the Bottleneck with Ian Luckett 05/12/2025

EP232 – Stop Fixing and Start Leading - 5 Steps to Stop Being the Bottleneck with Ian Luckett Over the years, through coaching hundreds of MSPs, one recurring pattern shows up time and again: business owners who’ve built something great but are now the single point of failure. You're the one the team turns to for answers. You're the one the clients call on a Saturday morning. You're the one holding everything together, and that, my friend, is both the blessing and the curse of being a committed leader. But if we don't break that cycle, we burn out, stagnate, or worse, we limit the growth of the very business we’ve worked so hard to build. In this episode, I tackle the fears and frustrations head-on. The fear of losing control. The worry that standards will slip if you delegate. The concern that clients will walk away if it’s not you they’re dealing with. And the unspoken one is what the hell will you do with your time if you’re not fixing tickets, answering questions, or juggling 30 spinning plates at once? I get it. I’ve been there. And I work with clients every day who are going through this same transition. But what if the real growth came not from doing more, but from doing less? What if leading meant choosing what to focus on, freeing up your calendar, and creating the space to think strategically? Because here's the truth, while you're stuck fixing, you cannot lead. While you're stuck being the bottleneck, your business can’t move forward. I talk about how important it is to find your “thousand pound tasks” which is the strategic work only you, the business owner, can and should be doing. It's not about abdicating responsibility, it’s about putting systems, people and processes in place so you can finally step up and lead like the business needs you to. Whether it's building your leadership team, documenting your SOPs, or creating a clear cascade from vision to daily tasks, everything starts with making time. And that’s exactly what this episode is all about. I walk you through five practical steps that you can start using straight away to stop being the bottleneck and start leading with confidence. These include planning your week every Friday with clarity and purpose, blocking out your 10% strategic thinking time, and getting that one hairy task done each week that you've been avoiding. I cover how to better utilise your PSA and tech stack (without just stack-fiddling endlessly), and I encourage you to build accountability by joining a peer group or finding a buddy. Finally, I talk about hiring future leaders, not just doers, the kind of team members who lift you up, drive progress and free you to lead. This episode also tackles the reality of burnout. I've seen it first-hand where MSP owners who haven’t had a proper holiday in over a decade. That’s not success. That’s survival. And it’s not sustainable. When you're permanently in the thick of it, there's no space to think, no time to innovate, and no energy left for the people who matter most at home. It’s why so many owners end up resenting their businesses – not because they don’t care, but because the business has become dependent on them in all the wrong ways. I also share the importance of building value into your business. If you're thinking about exiting one day, whether that’s in 3 years or 13, you’ll want to create something that works without you. Buyers don’t want bottlenecks. They want SOPs, leadership teams, and a well-oiled machine. That only happens when you start leading properly today. So if you’re ready to stop being the bottleneck in your MSP and start leading your team, your clients and your future with clarity and confidence, then this episode is for you. Take the five steps I share, start small, and make them stick. Because when you stop fixing and start leading, the doors really do blow off. If you're serious about getting this right, make sure you – it’s packed with tools and comparisons to help you decide what support you need, when you need it, and how to get the results you're after. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/36510245

EP231 – How to Find the Right Talent in Your MSP by Using AI with Dean Watmough and Ian Luckett 05/05/2025

EP231 – How to Find the Right Talent in Your MSP by Using AI with Dean Watmough and Ian Luckett We had an honest and practical discussion about the current broken state of recruitment and how the smart use of AI is giving MSPs a genuine edge in finding the right people — not just the most available ones. We kicked off with a bit of fun, noting how just using the term 'AI' in the title gets everyone’s attention! But in all seriousness, the technology is no gimmick. As Dean Watmough explained, AI is now playing a pivotal role in helping MSPs find talent faster and more accurately — when used properly. Dean pointed out that AI, when applied with good data and human insight, can help MSPs avoid the chaos of sifting through hundreds of irrelevant CVs, saving a huge amount of time, effort and cost. Dean Watmough shared a brilliant reminder that the traditional CV and interview process is hopelessly outdated. With only 14% of CVs accurately predicting job performance, it’s no wonder that recruitment often feels like an expensive game of chance. He highlighted how easy-apply job boards, and bullet-point job descriptions create a flood of unsuitable candidates, overwhelming MSP owners and leading to poor hiring decisions. Dean and I agreed that MSPs aren’t just selling tech to their clients; they’re selling the experience, knowledge, and attitude of their people. That’s why getting recruitment right is so critical. The conversation then took an exciting turn as we got stuck into how AI is changing the game. Dean Watmough explained that by integrating AI into the recruitment process, and combining it with human intelligence, MSPs can better assess not just technical skills but, more importantly, cultural fit, attitude and values alignment. Through skills assessments, culture tests, behavioural profiling, and smart data gathering — all analysed with AI — you can now really understand the whole person, not just the surface CV. Dean stressed that you still need that gut feel, but AI gives you the confidence and data to back up your instincts. One big takeaway was the importance of slowing down the hiring process at the start. Rather than throwing out a job advert and hoping for the best, Dean Watmough emphasised the value of defining exactly what you want: who your ideal candidate is, the three most important things they must do daily, and what type of behaviours and values match your company. Then, and only then, should you engage candidates. Put hurdles in the way: screening questions, shortlisting exercises, even short video intros, to make it harder for the wrong people to apply and easier for the right ones to stand out. AI can then filter and assess these candidates with incredible accuracy based on the right data. We also tackled the myth that technical skills alone are enough. As Dean Watmough pointed out, a candidate with transferable skills, high levels of learning agility and the right personality can often outperform someone with a fancy CV but a bad attitude. AI’s ability to benchmark candidates against your current best-performing team members gives MSPs a secret weapon to spot hidden gems that traditional recruitment would miss. Towards the end of the episode, we summarised the top three actions that every MSP owner should take right now. First, slow down and think carefully about who you actually need. Second, identify the three daily must-do tasks and build your hiring questions around them. Third, and perhaps most importantly, stop chasing volume and start chasing quality. Make it hard to apply and ensure every candidate entering your funnel is serious about the opportunity. Dean Watmough and I wrapped up by agreeing that recruitment is just marketing with people. It’s about being crystal clear on who you want and communicating that clearly, authentically, and confidently. AI isn’t a magic wand, but used properly it is a powerful tool to accelerate finding, engaging, and retaining the right talent in your MSP — faster, cheaper, and with better outcomes than ever before. If you’re ready to rethink how you recruit and bring some serious firepower into your hiring process, reach out to Dean Watmough and the team at Humnize by clicking . Want to go even deeper? These episodes will support and expand on what we’ve discussed today: 🎥 🎙️ Want to see it in action? 👉 Book a 15-minute live demo — you won’t have seen anything like it! Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/36412575

EP230 - Why You Mustn’t Miss the 2025 MSP Show with Alex Harris, David Maguire & Ian Luckett 04/28/2025

EP230 - Why You Mustn’t Miss the 2025 MSP Show with Alex Harris, David Maguire & Ian Luckett It’s a jam-packed episode where I’m joined by two absolute champions of the channel, Alex Harris and David Maguire, the driving force behind this standout industry event. Let’s be honest – this one’s a bit of a shameless plug. But for all the right reasons. The 2025 MSP Show isn’t just another exhibition – it’s quickly becoming the place where MSP business owners and their teams come together to get inspired, connect with new tech, and actually have a good time doing it. Whether you came along last year or this is your first time hearing about it, this episode breaks down exactly why you need to carve out two days in your diary to be there. We opened up the conversation reflecting on how the show first came about. David explained that, off the back of 30 years of running the Service Desk & IT Support Show, the team saw an opportunity. MSPs were showing up in droves, but the content and vendors weren’t fully speaking their language. So rather than tweak the original format, they launched the MSP Show as a fresh, focused, vendor-neutral event tailored specifically for business owners in the managed services space. What started with 30 vendors and one theatre in 2024 has now doubled in size, with over 90 providers across both shows and two full seminar theatres hosting 24 sessions across the two days. Alex gave us a behind-the-scenes look at the planning, the thinking behind the content curation, and how every session has been shaped by real feedback from the MSP community. Topics cover everything from AI and cybersecurity to wellbeing, neurodiversity, vendor partnerships, and how to write proposals that win business. What’s powerful here is that it’s all geared towards helping MSPs build a better, stronger business – with no sales pitches allowed. The content is pure gold for business owners and leadership teams who want to step out of the day-to-day grind and start working on their business. We talked a lot about the vibe of the event – because it really matters. This isn’t a crowded, pushy tech circus. It’s open, welcoming and genuinely relaxed. That sense of space and calm made a huge difference last year and allowed people to actually have meaningful conversations with vendors and peers alike. For those bringing team members, it’s also a brilliant way to get everyone out of the office, learning, and feeling part of the wider vision for growth. We had clients come last year who brought along key team members and they’re still raving about the experience. Something else I absolutely loved from last year — and I’m glad it’s back — is the networking drinks. And yes, it’s free. Day one ends with a proper social, where you can unwind and build connections in a casual, no-pressure setting. This year, they’re stepping it up with the new Wonder Years lounge – a nostalgic nod to the past with retro games, photo opportunities, and a cracking new food truck experience that honestly might be the best food I’ve had at Excel. Alex and David have also introduced some really clever tech upgrades this year, including a Bluetooth-enabled audio system where you can listen to talks through your own headset, meaning no more queuing for those seminar headphones and crystal-clear audio even at the back of a packed room. And of course, I’ll be back on stage again this year kicking off Day Two with our most popular session, “MSP Growth Secrets: Three Keys to Faster Growth.” If you're serious about scaling your MSP and want to get the team aligned behind your goals, you’re not going to want to miss that one. To sum it up – The MSP Show 2025 is free to attend, but the value you’ll walk away with is priceless. Whether it’s your next vendor relationship, a golden nugget from a speaker, or the motivation to take that next leap in your business – it’s all waiting there for you. Don’t just turn up and wander, come with purpose, plan your visit, and leave inspired. Ready to join us at the 2025 MSP Show? Don’t miss your chance to connect, learn, and grow alongside hundreds of like-minded MSP business owners. It’s free to attend, packed with value, and designed to help you build a business that works for you. 👉 and make sure to pop by Stand 865 and say hello – we’d love to see you there. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/36314505

EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick 04/21/2025

EP229 – Ask Stuart #19 – Help! …I’m Scared of Niching My MSP Marketing with Ian Luckett & Stuart Warwick Or more accurately, the fear of niching. It’s that internal tug-of-war between wanting more leads and being scared that if you narrow your focus, you’ll somehow lose out on opportunities. So in this episode, I turned the tables and interviewed my co-host Ian Luckett, who’s been doing some seriously powerful work with our clients on this very subject over the past 12 months. Let’s get this out in the open straight away – niching is not about turning people away or putting your business in a box. It’s about getting clear on who you help, how you help them, and making sure your marketing speaks directly to them in a way that resonates. One of the stories Ian shared perfectly summed this up – a smoked meat restaurant that had crafted a name for itself by focusing purely on one thing: slow-cooked, smoked meats. The manager wasn’t just someone running a restaurant – she knew the ins and outs of the process, the timing, the flavours, and what makes it exceptional. That’s expertise. That’s niching. And it’s a brilliant metaphor for your MSP business. When you’re known for something, people remember you. They seek you out. They refer you. Throughout the episode, we reminded listeners that niching is, at its core, a marketing exercise. You’re not changing the structure of your MSP. You’re not excluding existing clients or rewriting all your service offerings. You’re simply putting a wrapper around your message that clearly communicates the value you bring to a specific audience. Whether it’s accountants in the North West, architects in the Midlands, or hybrid-working legal firms in London – if your MSP can solve a clear problem for a group of people, and you can talk about that in their language, you’re already halfway there. Ian explained that one of the biggest blocks MSP owners hit is thinking they have to do a full business overhaul to niche effectively. But in reality, it’s about small steps. One message. One landing page. One campaign. That’s all it takes to start seeing what lands, what generates curiosity, and what brings in the right leads. And that’s key – the right leads. Leads who already understand what you do, who are pre-qualified, and who are much more likely to convert. It’s easier, more efficient, and ultimately more profitable. We talked about clients who’ve seen significant growth simply by getting tighter with their niche. One MSP doubled his business over two years after focusing on a sector he’d previously worked in. His background gave him credibility. His language mirrored that of his audience. His content hit the mark. Suddenly, he wasn’t chasing leads – they were coming to him. Another client narrowed his niche down to a specific profession in a specific location – and it transformed his marketing from generic and vague to clear, direct and compelling. This kind of shift is possible for every MSP – but you’ve got to start by looking in the rear-view mirror. Where have you been? Which sectors have brought you the best clients? Where do you already have expertise, even if you’ve not yet capitalised on it? AI can help with this, too. Use tools like ChatGPT to map out the pain points of your ideal niche, how your MSP solves those issues, and how to speak to them in ways that cut through the noise. Within half an hour, you can have a rough blueprint for your niche strategy. And don’t forget the power of geography – you don’t always have to go industry-specific. Sometimes being the go-to IT provider for a specific area is more than enough to build traction, reputation and referrals. The real kicker in all of this is the value of your business. A well-positioned, niched MSP is worth more when you come to exit. It’s more attractive to buyers, less reliant on you as the owner, and easier to grow because you’ve already built a repeatable, scalable marketing engine. And for those worried about stepping back or scaling out of the day-to-day, niching makes it easier to teach your team how to sell what you do – because the messaging is clearer and the target is sharper. If there’s one message we want you to take away from this episode, it’s this: you don’t have to niche your MSP overnight. But if you want more leads, better leads, and a more valuable business in the long run, you need to start somewhere. Try one message, one audience, one clear offer – and see what happens. And if you’re not sure how to do that, we’ve got plenty more episodes that walk through building your funnel and your marketing engine, step by step. You don’t need to be everything to everyone. You just need to be the right solution to the right people. That’s the power of niching for MSPs. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/36207950

EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett 04/14/2025

EP228 – MSP Lead Gen Secrets with Scott Millar & Ian Luckett Now, for those of you who don’t know Scott, he’s been helping MSPs since 2016 after experiencing the all-too-familiar frustration of lead generation in his own MSP. As he says, once you’re in the room with a prospect, it’s usually straightforward to talk about tech, pain points and solutions. The hard bit? Getting in the room in the first place. That challenge became the mission behind IT Rockstars, and today Scott works with hundreds of MSPs around the world, transforming how they attract and engage new business. The heart of our conversation was about practical, real-world tips for MSPs who want to finally get some traction with their marketing. One of the key points Scott made early on was the power of lead gen ads—especially using Meta (yes, Facebook and Instagram), not just LinkedIn. It’s a bit counterintuitive, but Meta’s algorithm is miles ahead when it comes to identifying and targeting the right people based on behaviour, not just job titles. And with lead forms that open within the feed, the friction for conversion is much lower. Scott shared that they’re seeing cost-per-lead figures of £3–£4 for webinar sign-ups, which is incredible when you think about the quality and warmth of those leads. Another gem in this episode was around how to actually use AI in your marketing without it turning into robotic mush. Scott walked us through how he uses tools like Descript and ChatGPT to turn transcripts into blog posts and LinkedIn articles. And the best bit? If you tailor your prompts properly, the output feels more human, more you—and less like it’s been churned out by a bot. As we said, it’s like baking a cake: if the ingredients are good and you’ve got the right recipe, the result is going to taste spot on. Scott and I also got into one of my favourite topics: the importance of building a Power Audience. That is, creating a group of people who want to hear from you. Not cold outreach, not spamming inboxes, but an actual audience who’ve opted in because your messaging resonates. Once those leads are in, that’s when the real work starts—nurturing them with regular value-add content, running useful webinars, and having follow-up processes that are simple, human and consistent. MSP marketing doesn’t need to be complex, it just needs to be consistent and personal. We touched on the elephant in the room too: SEO. Scott was very open about this—yes, SEO still has its place, especially when you go after low-hanging fruit keywords like “cyber essentials price” (hint hint), but it’s not the golden ticket some think it is. Algorithms change, rankings fluctuate, and if you’re not careful, you end up building your whole strategy on shifting sand. Instead, focus on what you can control—your content, your voice, and your relationships. There was also a brilliant reminder from Scott that when it comes to lead magnets, the old-school PDF downloads don’t really cut it anymore. What’s working now are educational, insight-driven webinars, where you show up, deliver real value, and start building that all-important trust. As Scott says, getting uncomfortable—whether that’s showing up on camera or hosting a webinar—is often the fastest route to growth. It’s not always easy, but it is simple. And finally, a golden nugget to finish: don’t just focus on who isn’t ready to buy. Many leads aren’t in buying mode today, but they might be in six months. Your job is to stay visible, stay valuable, and be the one they remember when they’re ready. Nurture, follow up, and—this bit I loved—don’t forget the referral goldmine in your list. A formal referral programme can turn a “maybe” into a warm intro with zero ad spend. So, if you’re serious about getting your MSP’s marketing moving, stop overthinking it. Try a lead gen ad. Run a webinar. And most importantly, play the long game. Scott Millar’s insight today is a brilliant reminder that MSP marketing isn’t about magic tricks. It’s about showing up with the right message, at the right time, to the right people—and doing it in a way that feels natural and honest. Connect with Scott Millar through his LinkedIn and to learn more about Scott and his work with MSPs, check out Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon! /episode/index/show/itexperts/id/36099090

EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett 04/07/2025

EP227 - Preparing Your People for M&A with Alison Whitfield & Ian Luckett Now we all know M&A – mergers and acquisitions – can be one of the fastest ways to grow and scale your business. Once you’ve got your house in order, and you’re running at a solid EBITDA with strong operational maturity, bolting on new businesses might seem like the logical next step. But – and it’s a big but – what’s often overlooked is what that really means for your people. And if your culture, leadership, and structure aren’t ready, the train can very quickly come off the rails. Alison brings a grounded, real-world view to this conversation. She’s been on the front line of some pretty major acquisitions, including one that jumped from £8m to £24m turnover and took the team from 45 to 140 heads almost overnight. And she shares, with honesty and clarity, what it actually takes to pull this off in the real world – and how to stop your people, and ultimately your growth, from falling apart at the seams. We talk about the massive difference between tactical HR and strategic HR. It’s one thing having your contracts and compliance sorted, but when you’re growing – especially through M&A – you need to shift your mindset. Strategic HR is about seeing your people as assets who are actively driving your commercial goals, not just passengers on the bus. If you’re growing from 30 to 50 to 60 people – whether gradually or through acquisition – you need the structure, the leadership, and the culture that will carry the weight of that growth. One of the key points we covered is that M&A isn’t just about the deal. Signing the contract is only the halfway point – the real work starts once the ink is dry. Integration takes time, effort and energy. The leadership team will be tired, decision-fatigued, and ready to move on. But for your people – this is day one. For those coming into your business through the acquisition, it can be an unsettling, nerve-wracking time. They didn’t choose this change – it’s been done to them – so empathy and clear communication are absolutely essential. Alison shares her proven approach, which includes creating a detailed FAQ document before the announcement is made. This answers the big, scary questions your team will have: “Is my role changing?”, “Is my manager changing?”, “Will I have to move?”, “What’s happening with my benefits?” It sounds simple, but this one proactive step can calm the chaos and build confidence straight out of the gate. And that goes for both sides – your existing team will have just as many concerns as the team you’re bringing in. Having honest, timely conversations is key. We also discussed the importance of appointing a dedicated facilitator – someone who knows your business inside out and can lead the integration project. Whether it’s a head of people internally or a consultant who’s been through this before, this person becomes the glue that holds the project together. They keep the comms flowing, make sure nothing falls through the cracks, and allow the senior leadership team to stay focused on the bigger strategic picture. Crucially, M&A should never become BAU – Business As Usual. It’s a project – a big one – and it needs to be treated as such. Weekly updates, clear milestones, and a firm timeline for integration are essential. Otherwise, you risk ending up with multiple businesses operating under one roof, with different systems, processes, and a fractured culture – and that’s the opposite of scale. If you’re an MSP leader even thinking about growing through acquisition, this episode is a must-listen. Alison Whitfield brings not just the strategy, but the practical wisdom that comes from years of experience. Her insights on people, planning and culture are gold dust – especially in the fast-paced world of M&A. For more insights on structuring and growing your MSP, connect with Alison Whitfield on or visit to learn more about their people and culture solutions. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!  /episode/index/show/itexperts/id/36008590

EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett 03/31/2025

EP226 – What To Do When Your Clients Say They Can’t Afford You Anymore with Clare Elliott & Ian Luckett But is that really the end of the road, or is there something you can do to keep that client, maintain profitability, and avoid unnecessary churn? In this episode of the IT Experts Podcast, I sat down with our resident finance coach, Clare Elliott, to explore what MSPs can do when faced with clients who are reconsidering their contracts. Clare works with MSPs every day inside the Growth Hub, helping business owners understand their numbers, optimise their pricing, and make better financial decisions. One of the key takeaways from our conversation is that if a client calls you to say they’re leaving, it should never come as a surprise. If you’ve been proactively managing your client relationships, you should already have an idea of their situation. So, the first tip is simple but powerful—know your clients. Regular account management, consistent check-ins, and open communication ensure that you’re never blindsided by a client’s decision to leave. It also means you have a chance to address any concerns before they become deal-breakers. Another critical point we covered is that MSPs must know their numbers inside out. Many business owners avoid digging into their financials because they find them dull or even intimidating. But the reality is, without a clear understanding of your profitability—by client, by service, and by contract—you could be working with accounts that are costing you money rather than generating it. Clare highlighted how important it is to track the profitability of each client, ensuring they’re worth retaining. If a client isn’t profitable, their departure might not be a bad thing. In fact, it could free up resources for better opportunities. We also discussed the importance of value perception. Sometimes, when a client says they can’t afford you, what they’re really saying is they don’t see enough value in what they’re paying for. This is where proactive communication is essential. MSPs need to regularly remind clients of the benefits they receive—whether that’s seamless IT support, cybersecurity protection, or increased business efficiency. If clients don’t see what you’re doing in the background, they might assume they’re paying for less than they’re actually getting. MSPs should be educating clients on the value they provide, whether that’s through case studies, testimonials, or regular business reviews. The more you communicate your worth, the less likely a client is to see your service as an unnecessary expense. One of the biggest mistakes an MSP can make when a client threatens to leave is resorting to discounts as a knee-jerk reaction. Clare and I both agreed that discounting is a dangerous path. It not only reduces profitability but also sets a precedent for future price negotiations. Instead, MSPs should focus on reinforcing the value of their service. If a client is genuinely struggling, consider restructuring their package rather than simply lowering the price. Having clear service tiers, such as a gold, silver, and bronze package, can help give clients flexibility while maintaining overall profitability. Security also plays a huge role in pricing and client retention. I’ve heard from MSPs who still offer security as an optional extra rather than making it a non-negotiable part of their service. Clare made an excellent point—security should never be an option. MSPs that separate security from their core offering run the risk of clients opting out, exposing themselves to unnecessary risks, and blaming their provider when things go wrong. If an MSP isn’t making security a baseline requirement, they need to rethink their approach. Finally, we discussed knowing when to walk away. Not every client is worth saving. If you’re constantly firefighting an unprofitable client or bending over backwards to accommodate their demands, it might be time to let them go. Business owners often feel nervous about losing a customer, but keeping a bad-fit client can sometimes be worse than losing them. By knowing your financials and understanding the true cost of service delivery, you can make confident decisions about which clients are worth fighting for and which ones you should let go. At the end of the day, MSPs need to be proactive, data-driven, and confident in their value. If you’re managing your client relationships well, staying on top of your numbers, and ensuring your pricing reflects your worth, you’ll be in a much stronger position to handle pricing objections and client churn. And if a client still decides to leave, handle the offboarding professionally—you never know when they might come back. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/35889730

EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett 03/21/2025

EP225 – Inside the MSP Growth Hub – January 2025 Intensive Round Up with Stuart Warwick, Clare Elliott, Julie Hutchison & Ian Luckett I’m joined by fellow MSP Growth Hub coaches Stuart Warwick, Julie Hutchison, and Clare Elliott, as we reflect on the key takeaways from our January 2025 two-day intensive. These intensives are the cornerstone of the MSP Growth Hub’s Scale with Confidence model, bringing together MSP owners and leaders to reflect, reset, and refocus on their business growth. The January event was centred around the theme of ‘Harnessing Ambition’—not just setting strategic goals but ensuring they are cascaded throughout the entire organisation. This is where business owners can make real progress, ensuring their company, departments, and individuals are all aligned and working towards the same vision. When this is done properly, businesses accelerate growth, eliminate friction, and reduce stress for the owner and their teams. One of the most powerful aspects of these events is the energy in the room. We had around 55 MSPs from all different stages of business maturity, but each and every one of them had a clear plan. They knew their headline numbers, their biggest challenges, and what they wanted to get out of the two days. And while there was plenty of networking (and cake!), this wasn’t just a social gathering. It was a working event. In fact, we encourage attendees to take an extra decompression day afterwards to process everything they’ve learned and recalibrate their action plans. A standout session from this intensive was our deep dive into transforming profits in 180 days. Clare and Stuart walked the room through a practical framework that got everyone thinking differently about their numbers. Many realised they had never truly understood their financial levers and wished they had brought their finance teams along—though, of course, this session was specifically designed for MSP owners to take ownership of their financial strategies. We focused on high-level principles of financial management, helping them understand how to improve profitability in a structured way that compounds year on year. Another major highlight was Julie’s session on identifying and developing future leaders within an MSP. So many business owners struggle with delegation and succession planning, yet they have potential leaders sitting right in front of them. The key is not just identifying technical skill but looking for people who genuinely want to lead. As Julie put it, if you don’t give those people the opportunity to grow, they will find it elsewhere. She introduced a simple scoring system that helped MSP owners assess their teams objectively, ensuring they are nurturing the right people and not just promoting someone because they’re the best technician. A personal highlight for me was delivering the ICE Framework—a brand-new, practical system to help MSP owners escape overwhelm, find more time, and focus on the right activities. From time management to prioritisation and delegation, we crammed every ounce of value into this framework. The feedback was fantastic, with many attendees saying it was the missing piece they needed to create more headspace and get out of the daily firefighting mode. It’s now a permanent part of our growth system, sitting in the Vault for members to access anytime. What makes these events so special isn’t just the frameworks and strategies—it’s the shared learning. The room is packed with like-minded business owners who are all on the same journey, using the same language, frameworks, and processes. That alignment is what allows them to move faster, make better decisions, and ultimately compress the time it takes to scale. The discussions, the problem-solving, and the breakthroughs that happen in real-time are what make these intensives so impactful. And the impact doesn’t stop when the event ends. The ripple effect through MSP teams is incredible. We saw business owners leaving with a renewed sense of purpose, taking what they learned straight back to their teams, engaging them in the vision, and aligning everyone with the company’s mission. We even had one MSP receive a thank-you gift from their team because they had gone back, implemented everything, and made such a difference to the way they operated. That’s what it’s all about—helping MSP owners build businesses that work for them rather than them being stuck in the day-to-day grind. Looking ahead to our next event in May, we’ll be focusing on ‘Amplifying Capacity.’ This means going deep into team structures, operational efficiency, and leadership skills. We’ll be tackling topics like how to get more from your people, how to recruit and retain the right talent, and how to eliminate the bottlenecks that slow down business growth. Expect practical workshops, panel discussions, and insights on everything from using productivity tools like Asana to maximising PSA systems. And, of course, Julie will be leading a powerful session on dealing with difficult conversations—something every MSP leader needs to master. For anyone listening who wants to get more insight into how the MSP Growth Hub can support your business, we’d love to connect. You can or drop me a message on for a chat. Running an MSP can be a lonely place, but it can also be an amazing place with the right support network. That’s why we do what we do—to help MSP owners make a bigger impact, change more lives, and enjoy their business journey. Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/35809965

EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett 03/14/2025

EP224 – What’s the Perfect Structure for an MSP? with Alison Whitfield & Ian Luckett Many MSPs start with a handful of technical people, then bolt on account management, sales, marketing, and operations as they grow. But without a clearly defined structure, this approach can create inefficiencies, miscommunication, and stalled growth. That’s why we brought in Alison Whitfield from Cultivate People Services, a people and culture expert with a wealth of experience working with MSPs. Together, we unpack the essential components of structuring an MSP for growth, leadership development, and team alignment. Alison shares her perspective on why structure is so much more than just an organisational chart or job descriptions. She compares a well-structured MSP to an orchestra, where the conductor sets the pace and ensures each musician plays their part in harmony. In an MSP, the leadership team acts as the conductor, guiding different departments while allowing them to operate effectively within their roles. Without this level of coordination, businesses risk becoming chaotic, where people take on mismatched roles, processes break down, and leadership gets bogged down in daily operations rather than focusing on strategic growth. One of the key takeaways from this conversation is the importance of defining leadership roles early on. Many MSP owners make the mistake of promoting internally without fully assessing whether the individual is ready for leadership. Just because someone is a brilliant technical expert or account manager doesn’t mean they’ll thrive in a leadership position. Alison emphasises that the transition from a technical role to a senior leadership team (SLT) role requires different skills—strategic thinking, communication, and the ability to manage and inspire a team. That’s why it’s crucial to evaluate potential leaders based on their ability to drive the business forward, rather than simply their tenure or technical expertise. We also touch on the reality that most MSPs don’t get past the £1 million turnover mark, largely due to poor structure. If an MSP wants to scale beyond this, it needs to establish a proper SLT with clear departmental functions, accountability, and measurable outcomes. But as we discuss, there’s no shop called 'SLTs R Us' where MSP owners can simply pick out a ready-made leadership team. Instead, they have to be intentional about developing leaders internally or bringing in external talent who align with their business vision and culture. Alison highlights the critical need for strong communication across all levels of an MSP. Many businesses assume that everyone understands the company vision, but often, strategy is only understood at board level while the rest of the team remains out of the loop. This creates internal conflicts, especially between service and sales teams, as they struggle to see how their roles contribute to the overall business success. The solution? A structured approach to internal communication—regular meetings, clear role definitions, and alignment on key objectives so that every team member knows their contribution to the bigger picture. Recruiting the right leaders is another major challenge for MSPs, especially when filling gaps in an SLT. Alison advises MSP owners to start by defining exactly what they need from a role before hiring. Is it a Chief Technology Officer, a Head of Operations, or a Commercial Director? More importantly, does this person need to come from a similar-sized MSP or from a different background? Bringing in someone who has only worked in a highly structured corporate environment may struggle in a fast-moving MSP where adaptability is key. Understanding the culture and operational pace of an MSP is just as important as technical expertise. We also explore the growing trend of fractional leadership, which is becoming an invaluable solution for MSPs that need experienced leadership but don’t require (or can’t afford) full-time roles. Many MSPs looking to scale can benefit from a fractional CIO, CTO, or COO who brings expertise and strategic oversight without the long-term commitment of a permanent hire. This approach provides flexibility, ensures that high-level decisions are being made, and prevents business owners from becoming overwhelmed by operational responsibilities. The conversation then shifts to leadership models and how they impact MSP structure. Alison emphasises that there’s no one-size-fits-all model—every MSP must build a structure that fits its size, growth ambitions, and company culture. However, certain fundamentals remain universal: defining a clear vision, having structured departmental plans, and ensuring that every role contributes to business growth. Whether a business is running a flat structure with few management layers or a more hierarchical setup, the key is clarity—who is responsible for what, how decisions flow, and how success is measured. One of the biggest pitfalls we see in MSPs is a lack of focus on operational efficiency. Many MSPs end up stagnating at break-even because they fail to measure success properly. Business owners must be clear on what their teams need to deliver. Are they driving revenue? Improving client retention? Expanding service offerings? Without these key performance indicators, an MSP can fall into the trap of 'busyness' without real business progress. Alison leaves us with a final thought: MSPs need to take structure seriously if they want to grow beyond the owner-operator phase. Every MSP must define what success looks like, ensure clear communication across the team, and build a leadership structure that supports both day-to-day operations and long-term strategic goals. Whether this means promoting from within, hiring externally, or leveraging fractional leadership, the key is to be proactive rather than reactive. For more insights on structuring and growing your MSP, connect with Alison Whitfield on or visit to learn more about their people and culture solutions. For further information on The MSP Growth Bootcamp starting on 1st April - Click Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/35702290

EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick 03/07/2025

EP223 – Ask Stuart #18 - The Consequence of Not Stopping! And Taking Stock with Ian Luckett & Stuart Warwick As business owners, we often pride ourselves on pushing forward, solving problems, and keeping things moving. But what happens when we don’t stop to reflect? What are the hidden risks of ploughing ahead without taking a moment to reassess our strategy, our goals, and even our own leadership? Stuart and I unpack exactly that in today’s conversation, and trust me, if you’re an MSP looking to scale, this is something you don’t want to ignore. We all know the feeling of getting caught up in the day-to-day operations—whether it's handling client issues, managing your team, or dealing with the constant flow of incoming tickets. But without stepping back, you’re in danger of drifting into what Stuart calls the Black Box—a state of denial where problems build up unnoticed until they explode into full-blown chaos. One of the biggest risks for MSPs is failing to see the early warning signs, whether that’s declining profit margins, client dissatisfaction, or employees who are disengaged and looking to move on. We introduce a simple yet powerful tool to help MSPs assess where they’re spending their time and energy—the Momentum Matrix. This model divides your business state into four quadrants: Performing, Denial (Black Box), Chaos (Red Box), and Renewal. Every MSP wants to be in the Performing quadrant, where things are running smoothly—revenues are strong, customers are happy, and your team is motivated. But many businesses get trapped in the Black Box, ignoring the small issues that eventually push them into Chaos, where they’re forced to react to major problems. It’s only when this happens that business owners wake up and move into Renewal, where they finally take action to fix what’s broken. But here’s the thing—what if you didn’t have to wait for a crisis to enter renewal? What if, instead of swinging between denial and chaos, you could move directly between Performing and Renewal, constantly refining and improving your MSP without ever hitting a major setback? That’s where a structured rhythm of review comes into play. Regularly stopping to assess where you’re at—whether in daily huddles, weekly meetings, or strategic quarterly planning—ensures that you never let problems fester to the point of disaster. Stuart highlights a crucial distinction between simply holding meetings and having quality conversations. It’s not enough to check in with your team and run through a list of tasks; you need to actively dig into the roadblocks that are slowing progress. Are your goals aligned? Are your KPIs telling you the full story? Are you tracking the right data to measure business success? The best MSPs don’t just rely on gut instinct—they combine hard data with real conversations to make better decisions. One of the key takeaways from this episode is the importance of honesty. Too many MSP owners stay in denial because they’re afraid to confront the numbers, the reality of client churn, or the weaknesses in their leadership. But facing these issues head-on is the only way to build a stronger, more resilient business. Stuart shares a real-world example of an MSP that went from £1.1 million in revenue to £500K simply because they failed to de-risk their business. They relied too heavily on a few key clients, and when those clients left, they were left scrambling. If they had taken the time to step back earlier and put a proper plan in place, they could have avoided such a drastic decline. For MSPs looking to scale and eventually exit their businesses, taking stock isn’t optional—it’s essential. Too many owners dream of selling their MSP but don’t have a clear plan in place for what a successful exit looks like. Understanding the value of your business, ensuring your revenue is stable and diversified, and putting systems in place to maintain momentum are all key to creating a business that is actually sellable. The reality is, an MSP under £1 million in revenue is often worth very little, and even those over £2 million struggle to secure high multiples unless they’ve optimised their financials and operations. So, what’s the takeaway from today’s episode? Stop. Take stock. Be brutally honest with yourself about where you are in the Momentum Matrix, and don’t let fear keep you in denial. The best MSPs don’t wait for chaos to strike—they take control early, maintain a strong rhythm of review, and focus on the quality of conversations within their business. That’s what keeps them in the Performing quadrant and ensures they continue to grow sustainably. If today’s episode resonated with you, take a few minutes to reflect on where your MSP is right now. Are you truly performing, or are there warning signs you’ve been ignoring? And if you need support in moving your business forward, reach out—because no MSP should have to navigate this journey alone. For further information on The MSP Growth Bootcamp starting on 1st April - Click Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/35576420

EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett 02/28/2025

EP222 – STOP Attracting the Wrong People to Your MSP with Julie Hutchison & Ian Luckett Now, if you've ever been in the frustrating position of recruiting someone you thought was perfect for the job, only to find out they’re not the right fit at all, you’re not alone. This happens more often than you might think, and in today’s episode, we uncover exactly why MSPs keep attracting the wrong people—and more importantly, how to stop it from happening. Julie shares a story from a recent conversation with an MSP owner who was struggling to find the right person for their team. They needed someone dynamic, open to change, and capable of taking the business forward. But instead, they kept attracting technically competent people who lacked the energy, drive, or communication skills needed to move the business in the right direction. It turns out that the problem wasn’t just about who was applying—it was about how they were advertising the role and conducting interviews. One of the biggest takeaways from this conversation is that MSPs often think they have a solid recruitment process in place, but in reality, they’re unknowingly setting themselves up for failure. The way you write your job ads, the questions you ask in interviews, and even your expectations of what the role should be can all contribute to hiring the wrong person. Julie stresses the importance of being brutally honest about what you actually need—not just listing out generic skills, but defining the key behavioural competencies that will make someone successful in that role. And this is where things often go wrong. Many MSP owners get caught up in salary bands and role levels—assuming that a certain salary should match a certain level of experience or leadership ability. But as Julie explains, an engineer who’s great at solving tickets and supporting clients might actually be more valuable than someone who aspires to be a manager but lacks the skills to lead. Promoting someone just because they want to earn more can backfire massively if they’re not suited for the responsibilities of the role. This ties into another crucial point: MSPs need to stop seeing roles as a one-size-fits-all career ladder. Not every engineer should have to move into management to get a pay rise. The real question is—what does that person bring to the business? If they’re delivering value at their current level, they should be rewarded accordingly, rather than being forced into a leadership position they might not be suited for. Another huge mistake MSPs make is relying too much on gut instinct in interviews. Julie emphasises the importance of having a structured scoring system—something as simple as a rating scale from A to E, where A means someone has extensive experience in a competency and E means they have none at all. When hiring, it’s not enough to simply like someone or feel they gave a “good answer.” You need to have clear, measurable criteria for what a good answer actually looks like. We also touched on the use of DISC profiling in recruitment. While it’s tempting to say, “I need a D-profile leader” or “I need someone who’s a high C for precision and process,” Julie warns against hiring purely based on personality profiles. The key is to understand what the role really needs. For example, if your team is full of steady, cautious people who don’t challenge the status quo, then hiring someone with a bit more dynamism might be exactly what you need—even if it initially feels uncomfortable for the rest of the team. This is where self-awareness comes in. MSP owners need to be aware not just of the role they’re hiring for, but also of their existing team dynamics. It’s about finding the right blend of personalities and skills that will push the business forward, rather than simply hiring people who “fit in” and won’t rock the boat. Ultimately, the takeaway from this episode is clear: recruitment is not just about filling a vacancy—it’s about attracting the right people who will help grow your MSP. And that starts long before the interview. MSP owners need to spend time getting clear on what behaviours they need, write job descriptions that reflect this, and design interview processes that properly test for these competencies. If you take one thing away from this episode, let it be this: stop relying on luck in your hiring process. Be deliberate. Define what good looks like. Test for it. Score it. And most importantly, be honest about what you really need in your MSP. For further information on The MSP Growth Bootcamp starting on 1st April - Click Connect on LinkedIn with Ian and also with Stuart by clicking this And when you’re ready to take the next step in growing your MSP, come and take the . 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. OR To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click Until next time, look after yourself and I’ll catch up with you soon!   /episode/index/show/itexperts/id/35483390

IT Experts Podcast with Ian Luckett

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