Our Speakers

Most MSPs grow through referrals, founder-led sales, and acquisitions. What happens when you want to scale past $20M without buying your way there?

I spent 20 years building sales engines in the MSP space. As CEO of TenHats, I scaled the business from $2M to $19M in annual revenue — 745% organic growth over five years. No acquisitions. No founder dependency. A structured outside sales organization backed by process and discipline.

This session walks through what actually worked, what didn't, and the hard truths about building a professional outside sales function in managed services. The full story is in MSP Sales Engine. This is the live version.

What You'll Learn: The Story & The System

• How TenHats went from $2M to $19M in five years without acquisitions
• Why 80% of MSPs never cross $5M and only 7% ever break $10M
• Why referrals and founder-led sales create a ceiling you can't scale past
• The entrepreneur's journey from operator to leader (most owners never make it)
• Why hiring for personality fails and what actually works
• The three stages every MSP prospect runs: Deceive, Free Consulting, Chase Mode
• Respect before trust — the sequence that changes the entire sale

The Six-Step Sales Process

1. The Agenda — Setting the upfront contract so every meeting runs on your terms
2. Impact — Building the emotional case between pain and price
3. Economics — Making budget conversational instead of terrifying
4. Decision — Mapping who decides, how they decide, and when
5. The Close — Why closing is a confirmation, not a technique
6. Resolution — Setting expectations after the yes so nothing falls apart at handoff

Building the Pipeline

• Target Accounts — Defining your ideal client and building a focused Top 50 list
• Prospecting discipline — The activity math that drives predictable revenue
• Lead types and close ratios — Why not all leads are equal and how to allocate your time
• Centers of Influence — Running a referral partner program that actually produces meetings

Real numbers: close ratios, pipeline velocity, and what separates a sales engine from hired hope