It's a Numbers Game

In this episode, the hosts Adam and Daniel are joined by PR consultant Rahme to discuss an upcoming 2026 collaboration and unpack what PR means for MSPs and vendors: public relations as audience-focused communication that builds reputation, brand awareness, and relationships with influencers such as reporters, editors, analysts, and advisors. They contrast PR with marketing, using a white paper as an example of content that marketing deploys for lead generation while PR uses it to pitch thought leadership and earn coverage, and they explore how PR success is measured through exposure, publication quality, message pull-through, and effects like SEO rather than direct sales attribution. They stress getting fundamentals right (clear positioning, aligned website and social messaging), planning quarterly communications tied to business goals, developing media relationships, and preparing for crisis communications. They also address AI as both an accelerator and a reputational risk in content creation. 00:00 Welcome and Partnership 00:52 What PR Really Means 04:32 PR vs Marketing Lines 08:03 Measuring PR Impact 13:41 Who Should Use PR 17:43 Earned vs Paid Coverage 21:04 Getting Started with PR 24:31 Relationships and Crisis Prep 26:49 AI in the PR World 32:08 Contact and Wrap Up Connect with Rahme Mehmet on LinkedIn by clicking here – https://www.linkedin.com/in/rahmemehmet/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

Chris joins Daniel and Adam to discuss Patrick Lencioni's Working Genius assessment, a 40-question framework about where people get energy and joy at work, contrasting it with tools like Myers-Briggs and DISC (communication preference). He explains the WIDGET model: Wonder (identify gaps), Invention (generate ideas), Discernment (judge ideas), Galvanizing (rally action), Enablement (help others move work forward), and Tenacity (drive to completion), plus how each person has two geniuses, two competencies, and two frustrations. They cover applying the model in MSPs to improve role fit, career progression (e.g., L1 vs escalations, sales vs sales management), meeting focus (strategy vs tactics), recruitment language, and reducing burnout through intentional time spent in frustration areas. 00:00 Introductions and Banter 00:23 Why Working Genius 02:08 WIDGET Overview 02:32 Wonder and Invention 03:18 Discernment and Galvanizing 04:13 Enablement and Tenacity 05:45 Genius Competency Frustration 07:50 Applying it to Meetings 09:17 Business Gaps and Stages 10:25 Every Job Uses All Six 12:04 Role Fit Sales Example 14:37 Technicians Need Clarity 15:07 Clarity Versus Escalations 15:50 Valuing Level One Talent 17:06 Career Paths and Intentionality 18:17 Time Blocking for Strengths 19:46 Hiring Amid Talent Shortage 22:00 Do Your Results Change 25:21 Engineering into Sales 28:40 Right Seats and QBRs 30:23 DISC Versus Working Genius 32:27 Wrap Up and Contact Connect with Chris Cook on LinkedIn by clicking here – https://www.linkedin.com/in/cookechris Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

Loneliness Is the Tax You Pay for Autonomy: The Hidden Cost of Business Ownership Adam and Daniel depart from the usual guest format to discuss the often-ignored loneliness of business ownership, especially in MSPs. They frame autonomy as rewarding but inherently tied to responsibility, asymmetrical relationships, and an unshared cognitive load that leaders can't fully offload to employees or spouses. Adam reads an essay, "Loneliness is the Tax You Pay for Autonomy," arguing loneliness is a byproduct of authority and care, not weakness, and can be offset through structures like EOS, shared vision, peer groups, mentors, therapists, and healthier communication rhythms. They reflect on regrets about not understanding these dynamics earlier, the mixed value and potential competitiveness of peer groups, and the nuanced pros and cons of having a business partner. They close by emphasising authenticity, balancing the "tax" with rewards, and appreciating the journey. 00:00 Why This Episode 00:40 Loneliness at the Top 02:41 Autonomy Loneliness Essay 07:14 Regrets and Recognition 09:23 Naming the Hidden Cost 10:35 EOS and Shared Vision 12:43 Peer Groups and Pitfalls 14:59 Business Partners Debate 19:02 Mentors and Support Systems 23:29 Vulnerability and Balance 25:29 Enjoy the Journey 27:24 Closing and Connect Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this episode, we welcome Nils, co-founder of Ironbridge, to discuss the transformative potential of AI for Managed Service Providers (MSPs). Nils shares his extensive background and experience in scaling businesses and investing in tech startups. He elaborates on how MSPs can leverage AI to revolutionise their operating models, scale efficiently, and deliver new, high-value services. The conversation covers the transition from traditional IT infrastructure to AI-driven solutions, the importance of strategic partnerships with clients, and actionable steps MSPs can take to stay ahead. Nils also highlights the unique role MSPs will play in the AI era, becoming indispensable partners for SMBs and SMEs by integrating AI into their operations and offering consultative, outcome-based solutions. 00:00 Introduction and Greetings 00:58 Nils' Background and Experience 02:37 The Role of AI in MSP Development 03:59 Changing the Commercial Model for MSPs 06:07 The Unique Opportunity for MSPs with AI 08:30 Implementing AI in MSP Operations 12:42 Challenges and Strategies for MSPs Adopting AI 14:13 The Future of MSPs in the AI Era 16:33 Practical Examples and ROI of AI Implementation 29:35 Final Thoughts and Contact Information Connect with Nils Howland on LinkedIn by clicking here – https://www.linkedin.com/in/nilshowland/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

Join us as we chat with Justin Esgar about the ACEs Conference, an event designed to help MSPs (Managed Service Providers) grow their businesses with a focus beyond just technological skills. Justin shares his journey in founding the conference, designed originally for Apple consultants but open to all. He talks about the unique business-oriented aspects of the conference, the importance of non-technical skills, and the vibrant community it nurtures. Additionally, he discusses the scholarship in honour of his late father and hints at future plans for geographical expansion. The conversation also touches on some lighter notes, such as Justin's potential guest-hosting role and his enthusiasm for British television. 00:00 Introduction and Welcoming Justin 00:19 Practicing the Podcast Introduction 01:20 Discussing the ACEs Conference 04:13 The Unique Focus of ACEs Conference 04:59 History and Evolution of ACEs Conference 06:25 Business Growth and Success Stories 11:06 Employee Development and Training 16:59 Challenges and Differences in Conference Attendance 23:02 Honouring a Legacy: The Edward Esgar Scholarship 24:37 Final Thoughts and Farewell Connect with Justin Esgar on LinkedIn by clicking here – https://www.linkedin.com/in/justinesgar/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this podcast episode, Nicola Moss, a marketing expert, discusses effective budgeting strategies for marketing within Managed Service Providers (MSPs). She highlights the differences in budget allocation and approaches between small and large MSPs and provides a practical guide on setting annual marketing budgets based on percentages of turnover and desired outcomes. Nicola emphasises the importance of consistent spend and strategic investment in various marketing activities, including events, webinars, and referral marketing. She also touches on the integrality of marketing in generating ROI, domain authority, and managing client relationships to sustain long-term growth. The episode offers valuable insights for MSPs looking to optimise their marketing budgets and achieve significant returns on their investments. 00:00 Introduction and Setting the Stage 00:49 Budgeting for Different Sizes of MSPs 03:15 Setting Annual Marketing Budgets 05:58 Calculating ROI and Budget Allocation 08:59 Effective Marketing Strategies for MSPs 11:10 The Importance of Consistent Marketing Efforts 14:16 Leveraging Tools and Partnerships 21:01 Measuring Marketing Effectiveness 35:32 Final Thoughts and Contact Information Connect with Nicola Moss on LinkedIn by clicking here – https://www.linkedin.com/in/nicola-moss-b0a1502/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! MSP golf day 12/03/26 – register at https://mspgolf.co.uk/

In this episode, Alicia discusses her role as a hybrid distributor and manufacturer within the Wortmann Group, focusing on Terra branded devices and their distribution of over 10,000 SKUs from various major brands. The conversation delves into supply chain issues exacerbated by the pandemic and the Windows 10 support cessation, and how Terra positions itself against tier-one brands like HP, Dell, and Lenovo. Alicia highlights the importance of future-proofing devices, maintaining robust MSP relationships, and navigating the complex supply chain environment. She also emphasises Terra's commitment to delivering value and facilitating MSP margins through unique service models and leveraging their manufacturing insights. 00:00 Introduction and Welcome 00:07 Discussing Product Supply Issues 00:49 Understanding the Hybrid Model 01:41 Market Position and Clientele 03:20 Challenges in Hardware Procurement 08:16 Service and Support Differentiation 12:22 Current Supply Chain Challenges 22:02 Future Proofing and Device Specifications 27:44 Margin and Market Strategy 29:18 Conclusion and Contact Information Connect with Alicia Shepherd on LinkedIn by clicking here – https://www.linkedin.com/in/aliciashepherd/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned! Register for the MSP Golf Day 12/03/26 at https://mspgolf.co.uk/

In this episode, the Adam and Daniel welcome Al Lakhani a cybersecurity expert, to discuss the revolutionary MFA 2.0 technology. Al explains how traditional MFA (Multifactor Authentication) methods, known as MFA 1.0, are vulnerable to credential phishing attacks, highlighting recent breaches by the Shiny Hunters group. He introduces MFA 2.0, which utilises public key cryptography to eliminate passwords and ensure device-based identity verification, preventing attacks effectively. The conversation delves into the limitations of current MFA methods, the advantages of MFA 2.0, and the importance of moving from detection to prevention in cybersecurity. Al also discusses the educational challenges in the industry and the potential for MFA 2.0 to simplify IT departments' roles by eliminating credential management issues. Despite the complexity and market resistance, Al believes MFA 2.0 offers a transformative approach to cybersecurity. The episode wraps up with a call to action for MSPs interested in trailing MFA 2.0 and ensuring robust security for their clients. 00:00 Introduction and Greetings 00:25 The Problem with MFA 1.0 01:19 Introducing MFA 2.0 03:47 How MFA 2.0 Works 07:54 Challenges and Solutions 14:35 Market Adoption and Competitors 26:54 Conclusion and Next Steps Connect with Al Lakhani on LinkedIn by clicking here – https://www.linkedin.com/in/getidee/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this episode, Roy Castleman joins the podcast to share insights from his extensive experience in leveraging AI to run multiple businesses. The conversation delves into practical applications of AI, the challenges of selecting the right tools amongst many, and optimising AI usage through clear communication and iterative prompting. Roy emphasises the importance of understanding AI as an enhancement tool rather than a replacement and details a method of using AI to form a 'virtual board of directors' for business advice. The episode also touches on various aspects of experimenting with AI tools and offers valuable tips on using AI effectively. 00:00 Introduction and Welcome 00:20 Diving into AI and Business Efficiency 02:15 Choosing the Right AI Tools 03:45 AI as a Critical Thinking Partner 04:59 Practical Applications of AI 06:39 Challenges and Limitations of AI 09:10 Setting Up AI for Business 16:34 Effective AI Communication 24:29 Final Thoughts and Contact Information Connect with Roy Castleman on LinkedIn here – https://www.linkedin.com/in/roycastleman Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, here – https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this episode, Adam Pilton from Heimdal discusses his role in educating and supporting MSPs and small businesses on cybersecurity. He shares his unique perspective drawn from a 15-year career in law enforcement and as a Cyber Essentials auditor. The conversation covers the importance of storytelling, recognising and mitigating risks, maintaining cybersecurity standards like Cyber Essentials, and building trust-based client relationships. Practical strategies for engaging clients and the necessity of continued education on cybersecurity threats are also highlighted. 00:00 Introduction and Guest Welcome 00:25 Adam's Background and Role at Heimdal 02:26 Challenges Faced by Small Businesses in Cybersecurity 06:52 Importance of Storytelling in Cybersecurity 12:18 Cyber Essentials and Frameworks 24:50 Client Relationships and Trust 31:55 Conclusion and Contact Information Connect with Adam Pilton LinkedIn by clicking here – https://www.linkedin.com/in/adampilton Read Adam Pilton's newsletter at – https://www.linkedin.com/newsletters/the-cyber-detective%E2%80%99s-notebook-7389285479634075648/ Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this episode, Fiona discusses the rapid advancements in AI, especially in the Managed Service Provider (MSP) sector. The conversation delves into how AI avatars are surpassing human avatars in social media, the adaptation of MSPs to AI technologies, and the importance of staying updated in the swiftly changing AI landscape. Fiona recalls past initiatives like the Mentori Program which helped navigate industry transformations and compares it to current AI integration. She emphasises the need for MSPs to embrace tools like Microsoft Copilot as an entry into AI, and outlines a structured path from basic AI applications to complex, agent-driven solutions. The discussion also highlights the importance of readiness assessments, internal adoption of AI tools, and the significant market demand driven by end users. MSP owners are encouraged to start small and gradually scale their AI capabilities, ensuring they don't miss out on emerging opportunities. 00:00 Introduction and Greetings 00:17 AI Avatars vs. Human Avatars 01:06 Recent Developments in AI and MSP Land 01:24 The Mentori Program and Industry Shifts 02:12 The Biggest Shift in the Channel 02:58 Monetising AI in the Channel 03:57 Challenges and Solutions for MSPs 04:21 The Seven Week Challenge: From Copilot to AI 04:52 Demand Driven by End Users 05:33 The Role of MSPs in Leading AI 07:04 Selling AI as a Transformation Tool 07:26 Real-World AI Implementation Stories 09:30 Steps for MSPs to Get Started with AI 12:09 The Importance of Internal Adoption 12:52 Readiness Assessment and Pilot Programs 18:59 The Future of AI in the Channel 27:22 Training Programs and Continuous Learning 30:29 Conclusion and Contact Information Connect with Fiona Challis LinkedIn by clicking here –https://www.linkedin.com/in/fionachallis If partners are asking "How do we sell AI?" this is the best place to start – https://fionachallis.mykajabi.com/copilotchallenge - If they are already ahead and clients are now asking "Can AI actually do the work?" - this is the best place for them - This is Mentori for AI – https://agenticaiprovidersystem.com/ Use code ITSANUMBERSGAME at checkout to get a £250 saving. Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this engaging episode, hosts Daniel, Adam and guest Graham Norris explore their personal journeys within the Toastmasters program, highlighting its significant impact on their public speaking skills and confidence. They share stories about overcoming initial fears and discuss how repeated practice at Toastmasters helped them become better communicators. Graham describes how his experience with Toastmasters led him into a career as a professional speaker and organisational psychologist. The conversation also delves into broader themes of navigating change and uncertainty, making informed decisions, and the importance of experimentation. Both host and guest underscore the invaluable benefits of Toastmasters in various facets of life and business, making a strong case for participation in such programs. 00:00 Introduction and Welcome 00:23 Personal Toastmasters Journeys 01:31 Overcoming Public Speaking Fears 04:45 Practical Benefits of Toastmasters 07:43 Transition to Professional Speaking 10:14 Navigating Future Uncertainties 23:26 The Value of Experimentation and Decision Making 26:09 Conclusion and Contact Information Connect with Graham Norris LinkedIn by clicking here –https://www.linkedin.com/in/grahamnorris/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!

In this episode, host Daniel welcomes Jason Kemsley to discuss the evolving landscape of Managed Service Providers (MSPs). Jason shares his insights on the three Cs that will define successful MSPs by 2026: Consolidation, Certification, and Compliance. The conversation explores the importance of niching down and standardising operations to thrive in a competitive market. They also delve into how certifications can enhance credibility and the role of compliance in achieving market leadership. The episode concludes with a brief teaser for a future aviation-themed episode, promising an interesting twist on the discussion. 00:00 Introduction and Warm-Up 00:38 The Three Cs of MSPs in 2026 01:41 Consolidation: The First C 18:16 Certification and Standards: The Second C 22:51 Compliance: The Third C 26:50 Shameless Plug and Future Plans Connect with Jason Kemsley on LinkedIn by clicking here –https://www.linkedin.com/in/jason-kemsley-630983159/ Connect with Daniel Welling on LinkedIn by clicking here –https://www.linkedin.com/in/danielwelling/ Connect with Adam Morris on LinkedIn by clicking here – https://www.linkedin.com/in/adamcmorris/ Visit The MSP Finance Team website, simply click here –https://www.mspfinanceteam.com/ MSP Glossary: MSP Finance Glossary Explained | MSP Finance Team We look forward to catching up with you on the next one. Stay tuned!