Building a Sustainable Sales Process: The Key to MSP Growth

For Managed Service Providers (MSPs), growth isn’t just about delivering great service—it’s about having a sustainable sales process that drives consistent, long-term revenue. In my recent Podcast interview with Stefanie Hammond—Unlocking MSP Sales Success—we dived into why MSPs often struggle to establish a reliable sales motion and what steps they can take to build a process that fuels growth.

The Problem with Ad-Hoc Sales Efforts

Many MSPs, particularly smaller ones, operate without a formal sales process. As Stefanie pointed out, sales for many MSP owners is often an afterthought, something they turn to sporadically when they find the time. “Sales and marketing is one of those things that’s done on probably a more ad-hoc basis,” she said, adding that this lack of focus results in missed opportunities and inconsistent revenue generation.

The issue stems from the fact that many MSP founders are technical by nature. They are great at delivering IT services but often lack formal sales training or the time to dedicate to a consistent sales motion. As a result, sales efforts tend to be reactive rather than proactive, which limits the MSP’s ability to grow.

The Need for Dedicated Sales Resources

Stefanie made it clear that for an MSP to grow, there needs to be someone dedicated to the growth function. “You need someone whose whole task is growth and focused on generating revenue on a full-time basis,” she said. This doesn’t necessarily mean hiring an expensive sales/new business person right away. In fact, Stefanie suggested a more cost-effective approach: hiring an account manager.

“Instead of going big, maybe you hire an account manager and make that account manager focused on treating your existing customers really, really well,” Stefanie explained. By focusing on current clients, an account manager can help drive additional revenue through upselling and cross-selling, as well as maintaining strong client relationships that lead to referrals.

Building a Structured Sales Process

Once you have a dedicated resource for sales, the next step is building a structured sales process. This process should define clear roles and responsibilities for each team member involved in the sales motion. As Stefanie put it, “We need to formulate a sales plan and figure out who’s going to actually do the roles.”

A key part of this plan is ensuring that your sales team is held accountable for specific activities and outcomes. For example, if you hire an SDR (Sales Development Representative) to book appointments, you need to set clear expectations for how many calls they should be making per day and how many appointments they should book each week. Without these metrics in place, it’s difficult to measure success and identify areas for improvement.

Stefanie also emphasized the importance of having the MSP owner remain involved in the sales process, especially in the early stages of growth. “The MSP business owner should stay as the primary salesperson to start with,” she said. “As the person who started the business, the owner often has the deepest understanding of the industry and the client’s needs, making them an effective salesperson in the beginning.”

Maximizing Revenue from Existing Clients

One of the biggest opportunities for growth, according to Stefanie, lies with an MSP’s existing clients. “There’s a lot of revenue that probably could still be extracted from your existing clients,” she said. This is where an account manager comes into play. By conducting regular Executive Business Reviews (EBRs) and maintaining consistent communication with clients, the account manager can identify new opportunities for managed services, projects, or upgrades.

Stefanie pointed out that many MSPs overlook the potential for additional revenue from their current client base. “We don’t always have to focus on new customer acquisition,” she said. “If we’re talking about revenue growth for an MSP, there’s a lot of revenue that can still be found within your existing clients.”

This approach not only drives growth but also strengthens relationships with existing clients, increasing client retention and generating referrals.

Setting Realistic Goals and Expectations

Once the sales process is in place, it’s important to set realistic goals and expectations for each member of the sales team. For example, if you have an SDR booking appointments, you’ll need to define how many calls they should make each day and what their weekly or monthly targets are. Similarly, if you’ve hired an account manager, you should have specific goals around how many EBRs they should conduct each quarter and how much additional monthly recurring revenue (MRR) they should aim to generate from existing clients.

Stefanie also highlighted the importance of tracking key performance indicators (KPIs) to ensure that the sales team is meeting its targets. By setting clear expectations and regularly reviewing performance, MSPs can ensure that their sales process remains on track and continues to drive growth.

Creating a sales strategy for long term growth

Building a sustainable sales process is crucial to long-term success for MSPs. As Stefanie Hammond pointed out, many MSPs struggle with sales because they approach it on an ad-hoc basis and lack dedicated resources focused on growth. However, by hiring the right people, setting clear goals, and implementing a structured sales process, MSPs can create a sales motion that drives consistent revenue and positions them for future growth.

“It’s not just about new customer acquisition,” Stefanie reminded us. “There’s value in treating your existing customers really, really well and finding new opportunities within your current client base.”

For MSPs looking to grow, the key is consistency. With a clear sales plan, dedicated resources, and regular performance tracking, MSPs can build a sustainable sales process that leads to long-term success.

By implementing the right strategies, you can turn your MSP into a well-oiled sales machine—one that not only attracts new clients but also maximizes revenue from your existing customer base.

Want to build a sales process that drives consistent growth for your MSP? In Unlocking MSP Sales Success, Stefanie Hammond and I break down everything you need to know about creating a structured and sustainable sales motion. Tune in to the full podcast on YouTube or your go-to streaming service to hear all the tips, insights, and strategies we didn’t cover here. Don’t miss out on taking your MSP’s sales to the next level! 

• Watch Unlocking MSP Sales Success
• Listen to Unlocking MSP Sales Success