4 Things an MSP Should Keep in Mind to When Positioning Itself for Growth

4 Things an MSP Should Keep in Mind to When Positioning Itself for Growth

The MSP market is experiencing rapid growth, but that expansion isn’t being experienced equally by every player. Some are seeing modest gains while others are rapidly expanding their business.

High-performing MSPs stand out from the crowd because they do things differently – or better – than the other companies vying for the same slice of the pie. Instead of complaining about the competition, MSPs can borrow from their outstanding peers and adopt some of the habits and practices that can separate them from the pack and set them up for growth.

In our annual survey of MSPs, we took a deep dive with those experiencing average annual monthly recurring revenue (MRR) growth exceeding 20 percent to learn what is setting them apart (and above) the competition. Here’s what we found … and what other MSPs can borrow.

Size isn’t everything

You might assume the MSPs seeing the greatest growth are also the ones with tons of employees out selling their solutions and providing amazing customer service, but it turns out that extra headcount isn’t the necessarily the secret ingredient to accelerated revenue growth. In fact, one-third of the fastest growing MSPs have fewer than 10 employees.

Granted, a smaller company typically requires less of an increase to show a higher percentage of growth than a much larger company. This is particularly true for newer MSPs, for whom in some cases adding a single customer could be enough to give them 30 percent growth or more in one year. 

Smaller, younger MSPs are acutely aware they cannot compete on size and thus are investing in their businesses in a way that prioritizes efficiency as well as identifying and adopting solutions that enable them to maximize the output of the staff they have by reducing their reliance on repetitive, manual, unoptimized tasks.

Leveraging automation and integration

When parts of the business are essentially running on autopilot, these MSPs can dedicate their staff to the activities that truly grow the business and don’t just keep the lights on and their customers’ servers humming. High performers use automation for mundane, time-consuming work to significantly increase the number of endpoints under management without having to hire a corresponding number of employees.

Another way high-performing MSPs are creating more efficient operations is by selecting products (such as PSA and RMM solutions) offering top-notch integration. These companies prize integration since it eliminates friction in day-to-day operations and simplifies the lives of their staff.

They believe integration of core MSP applications directly increases their bottom line because it creates efficiencies and optimizes employee utilization.

A big menu with lots of options

IT outsourcing has evolved from nice-to-have to standard-operating procedure for many companies. Once they get a taste of how great it is to rely on an MSP for these services, they want to offload even more to their trusted providers while they are simultaneously amassing even more and diverse technical needs.

All MSPs are finding themselves pushed by these market demands to offer an increasing number of services, and high performers are no exception. In fact, they are meeting the challenge and seizing the opportunity by offering a wider array of options than their less impressive peers.

Infrastructure monitoring and maintenance are obvious table stakes for any MSP these days, and the high performers we looked at were more likely than average to offer RMM, OS patching, and antivirus in their solutions portfolio. But where they really stood out was in what else they had for their clients to select from.

Identity access and management, cloud services, client assessment, intrusion protection and prevention, audit and discovery, and dark web security monitoring were all offerings far more likely to be found on the menu of high performers than other MSPs. This shows that they are anticipating customer demand by building out these emerging services more aggressively than a typical MSP.

By having more to offer, high performers meet two key goals on their path to growth. First, they limit churn by making sure they have what their customers want so they don’t feel the need to look elsewhere. More importantly, they are able to grow the average revenue per account by selling them additional services – which is critical as it’s much easier (and less expensive) to grow a current customer than land a new one.

Want to know more?

What all of these elements show is that high-performing MSPs didn’t just luck into their growth – they are consciously positioning themselves to benefit from changing market dynamics and evolving customer needs. We would love to tell you more. Head over to Channel Futures to read more about the key trends impacting MSPs. Click here to read more.

Posted by Miguel Lopez
Joining Kaseya in 2012, Miguel Lopez brings over 20 years of experience to his role as SVP and GM. In this position, he consults daily with Managed Service Providers (MSPs) to help them solve their clients’ business problems with technology solutions. Prior to joining Kaseya, Miguel served as the director of consulting services for All Covered, a nationwide technology services company that is a division of Konica Minolta Business Solutions USA Inc. In 2008, All Covered acquired NetCor Technologies, a leading MSP that Miguel founded and managed since 1997.
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