MSP Confidential

A weekly live stream podcast with ScalePad’s Luis Giraldo

Psst! Have you heard?

Luis Giraldo is hosting a weekly rendezvous with experts and industry insiders. Join Luis as they divulge hidden strategies and ‘confidential’ insights. Get in-the-know with tips and advice you can apply to your MSP business!

Fridays at 12pm PT / 3pm ET

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Check out previous episodes of MSP Confidential here

About your host

Luis Giraldo
Chief Experience Officer, ScalePad

Not only is Luis the CXO at ScalePad, but this MSP and SaaS stalwart has his finger on the pulse of this ever-changing industry. His experience in leadership roles at Ook, IT Glue and N-able means he has the chops to tackle any new and emerging challenge the industry faces, dissect it, and pass on some actionable insights.

Check out past recordings below, or on the MSP Confidential YouTube Channel

The Accidental MSP Founder - with Steven Freidkin

I'm sitting down with Steven Freidkin, Founder and CEO of Ntiva — a top MSP with 800+ employees and 255 acquisitions under their belt.

What's wild is that it all started ...at a CompUSA in the late '90s when a businessman mistook a 13-year-old Steven for an employee. That accidental client turned into a word-of-mouth IT business, then a formal company, then a PE-backed national platform.

We're going to dig into what that journey actually looks like: the decisions, the mistakes, the mindset shifts, and what separates MSPs that scale from the ones that stay stuck.

If you're building something and want a real look at what it takes to go from one-person shop to industry leader, come hang out, bring your questions!

Friday at 12pm PT / 3pm ET.Show More

The Accidental MSP Founder - with Steven Freidkin

Is Your Ego Killing Your MSP? — with Robin Robins

EPISODE SUMMARY
───────────────
Robin Robbins, founder of Technology Marketing Toolkit, sits down to discuss why most MSPs struggle with sales and marketing — and why being "polarizing" might be the secret to ...growth. She challenges the myth that technical expertise sells itself, explains why emotion beats logic in B2B sales, and reveals how the best MSPs systematize marketing rather than chase shiny tactics.

TOP 5 MSP TAKEAWAYS
───────────────────
✅ Marketing starts with who, not tactics — Most MSPs jump straight to Facebook ads or SEO without defining their ideal customer profile or value proposition. Real growth comes from knowing exactly who you serve (revenue band, psychographics, pain points) and building systems around that clarity — not chasing the latest marketing fad.

✅ Emotion and urgency drive B2B buying decisions — MSPs often try to sell with logic (tech stacks, certifications, uptime stats), but prospects don't switch providers because of features. They switch when they're scared, frustrated, or angry about their current situation. If you're not addressing pain and risk, you're not creating urgency to buy.

✅ Build repeatable systems, not one-off campaigns — The MSPs who scale treat marketing like managed services: consistent, systematized, and boring. Weekly webinars, regular nurture emails, predictable outreach cadences. You'll get tired of your own marketing long before your prospects do — that's when it's working.

✅ ICP isn't perfection, it's direction — Your ideal customer profile doesn't need to be a carbon copy. Start with your best 5-10 clients, identify the common denominators (industry, size, values, problems), and focus your message on them. Trying to sell to everyone dilutes your positioning and burns budget.

✅ AI will commoditize mediocre marketing, so lean into trust — AI lets anyone produce decent content now, which means more noise, more distrust, and higher digital marketing costs. The antidote: relationship-based marketing, referral networks, and becoming known in your local or vertical market. High-value clients don't find MSPs on Facebook — they ask their CPA or peer group.

💬 KEY QUOTE
"Timid salespeople have skinny kids. You don't need to make a prospect feel like they need a shower after talking to you, but if you're in a sales environment, your goal is to get a customer — and that means beating a competitor, overcoming objections, and sometimes challenging beliefs the prospect holds that are incorrect."

CHAPTERS
────────
0:00 Introduction
1:22 Personal branding and polarization in the MSP world
4:02 Why Robin is polarizing — and why that's a good thing
6:38 The professional dignity trap and the marketing spend badge of honor
8:48 Selling with urgency and emotion vs. logic
14:48 The difference between technicians and entrepreneurs
19:01 How Robin got into the MSP industry
24:44 Learning to communicate and building frameworks
30:05 The filter problem — listening to understand vs. listening to respond
34:40 Personal transformation, grit, and survival as fuel
42:20 Tribal markers, shared values, and affinity marketing
50:22 Why most MSPs don't know who their customer really is
56:00 ICP isn't about perfection — it's about patterns
1:00:05 Playing the long game: list building and market readiness
1:03:02 Consistency beats tactics every time
1:05:35 Bad marketing advice and the free assessment debate
1:10:20 AI, commoditization, and the future of trust-based marketing

#MSP #ManagedServices #ITBusinessShow More

KnowledgeOps — with Pinar Ormeci of Lexful

Mastering MSP Profitability — with Dave Wilkeson

Becoming a Cyber Advisor — Steven Leventhal

Inside Pax8: Hypergrowth, Marketplaces, and MSP Power — with Ryan Walsh

The Rise of the MIP - with Daniel Mitchell

What Actually Moves MSP Valuation — with Hartland Ross

What is an MSP's Most Important KPI? — with Dustin Bonn

EPISODE SUMMARY
───────────────
Dustin Bonn, VP of IT Operations at Marco Technologies, argues that an MSP's most critical KPI is how early they're involved in client business decisions — not ticket volume ...or response times. He shares how Marco pivoted from transactional service delivery to strategic client engagement by embedding vCIO services into every contract, assigning leaders to client portfolios, and shifting from quarterly reviews focused on past performance to frequent forward-looking business conversations about outcomes, AI readiness, and competitive positioning.

TOP 5 MSP TAKEAWAYS
───────────────────
✅ Outcomes over ticket metrics — Traditional KPIs like response time and ticket volume are commoditized. MSPs must measure how early they're consulted on business decisions and whether they're influencing technology strategy, not just fixing problems. This shift determines whether you retain clients or get shopped every renewal cycle.

✅ vCIO is now table stakes — Marco made strategic advisory (vCIO) a standard inclusion across all agreements this year, not an upsell. If you're still charging extra for quarterly business reviews or technology roadmaps, you're positioning yourself as a vendor, not a partner — and competitors will eat your lunch.

✅ Leader-to-leader relationships drive retention — Marco implemented "Connected Leadership," assigning internal leaders to specific client portfolios (30-40 accounts, industry-aligned) with requirements to meet regularly. This isn't about your techs talking to their IT manager — it's about your VP talking to their CEO about business impact, not firewall models.

✅ Profitability segmentation prevents attrition — Marco reviews most profitable, least profitable, and mid-tier clients monthly to identify where they're underserving high-value accounts. Profitable clients who don't hear from you enough will assume you're coasting — and start taking competitor calls.

✅ Clarity in service catalogs prevents scope creep — Published, detailed service catalogs that explicitly define what's included, what's not, and what's billable as a project are non-negotiable. Misalignment on scope is the #1 cause of attrition. If clients don't understand what they're paying for, someone cheaper will make it sound better.

💬 KEY QUOTE
"I fear some of the more profitable ones if we're not coming to them with a new solution or idea — our competitors are having more conversations with our clients than we are. And that's not a good thing at all."

CHAPTERS
────────
0:00 Introduction
1:30 The most important MSP KPI: Early involvement in business decisions
4:05 Client IT budgeting challenges and clarity gaps
6:11 Marco's pivot from break-fix to strategic outcomes
10:25 Connected Leadership: Assigning leaders to client portfolios
13:07 Client segmentation and relationship management at scale
16:01 Building an innovation team to productize new solutions
20:00 Training and enablement as part of service delivery
21:15 Leading with assessments in the sales process
24:08 Frequency vs. depth of client conversations
30:10 KPIs that actually matter: Profitability and product pull-through
36:59 Pricing for strategic engagement and reinvestment
40:36 Focus and execution: Saying no to the wrong clients
43:29 AI forcing MSPs to go deeper into client data and applications
48:11 Quarterly strategic planning replaces annual reviews
52:08 Closing thoughts on community and continuous learning

#MSP #ManagedServices #ITBusinessShow More

Operationalizing Success in the Age of AI — with Dor Eisner

Project Management Is Risk Management — with Mike Psenka of Moovila

Michael George and Kristen Costagliola of Syncro

John Pagliuca — CEO at N-able

Relationships that Last — with Ryan Grimes

Positivity in Practice — with Marissa Maldonado

Beth Leonard, COO at R3

Introducing GTIA's New CEO: Dan Wensley

The Art of Conferencing and Productivity — with Henry Timm

Leadership is Everyone's Job - with Marnie Stockman and Nick Coniglio

2025 State of the Channel — with Carolyn April of GTIA

2025 State of the Channel — with Carolyn April of GTIA

🔹 Guest: Carolyn April, VP of Research & Market Intelligence, GTIA https://gtia.org/
🔹 Host: Luis Giraldo, ScalePad

How will the IT channel ...evolve in 2025? In this episode of MSP Confidential, Luis Giraldo sits down with Carolyn April of GTIA to unpack the most important findings from the 2025 State of the Channel Report. With more than a decade of research behind it, this annual report reveals how MSPs are transforming, where the biggest growth opportunities lie, and why customer expectations are shifting.

This deep dive covers the trends that matter most to MSP leaders, from AI readiness and workforce shortages to online marketplaces and M&A activity. Whether planning your next service offering or simply trying to stay ahead of the curve, this episode delivers actionable insight you can’t afford to miss.

⏱️ Timestamps & Chapter Breakdown

00:00 – Welcome and Introduction
01:31 – How the State of the Channel Report Is Built
GTIA surveys 400+ channel executives across North America and other regions. Carolyn explains how the study is structured, who contributes, and what trends have emerged over 12 years.
04:11 – 2025 Growth Forecast: 9% IT Services Growth
Gartner forecasts $1.73T in global IT spending, with services leading. Carolyn discusses why MSPs are shifting from product resale to service delivery—and how this aligns with global trends.
07:31 – AI Hype vs. AI Reality
MSPs are optimistic about AI, but is that optimism rooted in revenue or just early hype? Carolyn compares the AI curve to the cloud boom and predicts a coming “year-three” reality check.
12:41 – VARs, Hybrids & the Shifting Channel Identity
Many firms still identify as resellers. Carolyn breaks down the generational divide and explains why some MSPs resist transformation while others embrace business-centric service models.
16:21 – Business Goal Execution: Small vs. Large MSPs
Execution struggles are common among smaller MSPs. Carolyn explains how company size affects the capacity for strategic planning—and why daily firefighting often slows growth.
21:41 – The #2 Concern: Workforce & Skills Gaps
Workforce challenges rank as the second biggest concern for channel firms. AI and cybersecurity require deeper skills, but many MSPs lack access to affordable talent or training strategies.
27:16 – Online Marketplaces & Commoditization
Marketplaces are now top competitors. Carolyn explains how commoditization pressures MSPs—and why outcomes-based, consultative services are key to staying relevant and profitable.
32:46 – Consulting as a Competitive Differentiator
Firms that lead with consulting—not just tools—win. Carolyn shares how strategic services, not commoditized products, help MSPs stand out in a crowded field.
37:11 – Pure Play vs. Hybrid MSPs: What’s the Right Path?
Most MSPs operate as hybrids, offering products and services. Carolyn outlines the reasons behind this and explains why moving toward pure-play models is ideal but not always practical.
41:51 – Revenue vs. Profitability Trends
Revenue may be flat, but profitability is rising. Carolyn and Luis explore how better execution, automation, and consulting services improve margins for well-run MSPs.
45:31 – AI Readiness & Customer Demand
MSPs are shifting from internal pilots to external offerings. Carolyn highlights growing client demand and urges MSPs to offer AI training and user education to unlock ROI.
51:11 – Vendor Relationships & Program Consolidation
MSPs are cutting vendor bloat and focusing on deeper, more strategic partnerships. Carolyn shares why program fatigue is real—and how fewer, better-aligned vendor relationships drive satisfaction.

☑️ Key Takeaways for MSPs
✔ Services—not hardware—are driving channel growth
✔ AI is still early, but customer demand is real
✔ Workforce shortages are hitting MSPs harder than ever
✔ Commoditization makes business outcome consulting critical
✔ Pure-play MSPs with high-value services are more profitable
✔ Strategic vendor consolidation leads to better satisfaction

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🔹 Like, comment, and share: How is your MSP adapting to AI, commoditization, or workforce challenges? Let us know in the comments!Show More

Build or Buy Marketing? — with Megan Killion

Young, Smart & in IT — with Emma Bookspan

MSPs: What the New GTIA Means for Your Business

MSPs: What the New GTIA Means for Your Business
🔹 Guest: MJ Shoer, Global Technology Industry Association (GTIA) https://gtia.org/
🔹 Host: Luis Giraldo, ScalePad

The IT channel is evolving—and so is the association ...representing it. In this episode of MSP Confidential, I sit down with MJ Shoer, a longtime industry advocate and now a key leader in the newly formed @GTIA_official (Global Technology Industry Association).

We explore what the transition from CompTIA to GTIA really means for MSPs, what prompted the shift, and why every MSP should pay attention to the new era of global advocacy and community-driven innovation.

💡 Want to stay ahead as an MSP? Use the timestamps below to jump to the sections that matter most to your business.

⏳ Timestamps & Chapter Breakdown
00:00 - Introduction: Welcome MJ Shoer & The Big Shift
Luis welcomes MJ Shoer and sets the stage for the conversation, highlighting why this CompTIA to GTIA transformation is one of the biggest shifts MSPs have seen in the channel in years.
09:30 - What is GTIA? Why Did CompTIA Change?
MJ breaks down exactly what GTIA is, how it evolved out of CompTIA’s community, and the sale of the CompTIA brand to H.I.G. Capital and Thoma Bravo means for MSPs.
18:00 - Why Every MSP Should Care About GTIA
GTIA isn’t just a rebrand—it’s a new focus on advocacy, community, and resources tailored to today’s MSPs. Learn how this shift positions GTIA to become a more powerful voice for your business.
27:00 - Funding & Financial Independence for GTIA
MJ explains how the sale of CompTIA’s certification business created a permanent endowment that funds GTIA’s mission—giving the association financial independence for future generations.
36:00 - What Stays the Same & What Changes for MSP Members
From events to community programs, MJ breaks down what MSPs can still expect from GTIA—and where new opportunities for collaboration, advocacy, and innovation will emerge.
47:16 - What’s Next: Global Advocacy, Local Impact
GTIA’s focus is global, but the impact for local MSPs is real. Learn how GTIA plans to advocate for MSP interests at government levels, foster collaboration across continents, and drive the conversation on the future of the IT channel.

Key Takeaways for MSPs
✅ GTIA is built for MSPs—focusing directly on your needs, not on certifications.
✅ Stronger advocacy for MSPs—fighting for policies that protect your business.
✅ Global community with local impact—MSPs from all over the world collaborate to solve shared challenges.
✅ Financial independence means GTIA can invest fully in member benefits and advocacy without commercial distractions.
✅ This is your chance to shape the future of the IT channel—and make your voice heard.

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🔹 Like, comment, and tell us what you want to see from the new GTIA?
🔹 Subscribe for more episodes of MSP Confidential, featuring conversations that help you grow and future-proof your MSP.Show More

The Future of Backup: Why MSPs Need a BCDR Rethink Now

The Future of Backup: Why MSPs Need a BCDR Rethink Now

🔹 Guest: Austin McChord & Michael Fass, Co-Founders of Slide (https://slide.tech/)
🔹 Host: Luis Giraldo, ScalePad

In this episode of MSP Confidential, ...co-founders Austin McChord and Michael Fass from Slide reveal why it’s time for a complete reboot of backup and disaster recovery. Discover how their fresh, cloud-native approach challenges traditional BCDR methods and what it means for MSPs today.

⏳ Timestamps & Chapter Breakdown
00:00 - Introduction
BCDR isn’t just about having backups—it’s about ensuring business resilience. Austin McChord and Michael Fass discuss why traditional backup models are outdated and why MSPs must rethink their BCDR approach today.
08:40 - The Problem with Traditional Backup
Most backup solutions in the market are 20+ years old, built for a different era. Learn why legacy BCDR is failing modern MSPs and how shifting from patchwork fixes to a fresh, cloud-native model can solve these issues.
17:10 - Building a Next-Gen BCDR Solution
Slide is rebuilding backup from scratch—not just improving what exists. Discover how they’re leveraging cloud-first architectures, AI-driven strategies, and all-flash storage to make backup faster, more reliable, and built for the next decade.
26:09 - Lessons from Scaling a 2,000-Person Company
Austin and Michael reflect on their journey from growing Datto to launching Slide. What lessons apply to today’s MSPs, and how can IT leaders build a culture of innovation, resilience, and client trust?
35:10 - Future-Proofing MSPs with AI & Cloud-Native BCDR
AI and cloud-native workloads are transforming how MSPs approach backup and disaster recovery. Learn how automation, predictive analytics, and next-gen storage solutions will define the future of BCDR.
41:53 - Final Thoughts: What’s Next for MSPs?
Backup isn’t just a safety net—it’s a strategic advantage. Austin and Michael share insights on where the MSP industry is heading, why a security-first mindset is crucial, and how MSPs can position themselves for long-term success.

Key Takeaways for MSPs
✅ Legacy BCDR solutions are outdated—next-gen approaches are faster, smarter, and cloud-first
✅ Backup is not just about recovery—it’s about resilience and business continuity
✅ MSPs need to rethink backup as a service, not a product—it’s a growth driver, not just a checkbox
✅ AI-driven, cloud-native backup will dominate the next decade—early adopters will win more business
✅ The MSP landscape is shifting—those who fail to modernize risk falling behind

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🔹 Like, comment, and tell us—how are you rethinking backup for your MSP?
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Preparing for the Win—with Tom Hermstad

The Future of MSP Success: Why Soft Skills Matter More Than Ever — with Dominic Vogel

In today’s fast-paced MSP industry, technical expertise isn’t enough—you need human leadership to build trust, retain top talent, and create high-performing teams. In this conversation, cybersecurity leadership expert Dominic Vogel ...(Vogel Cyber Leadership & Coaching - https://www.vogelleadershipcoaching.com/) shares actionable insights on how MSP leaders can transform their teams into engaging, empathetic, and client-centric professionals.
Timestamps:
00:00 - Introduction
MSPs face a challenge: balancing technical expertise with human leadership. The best IT teams aren’t just the most skilled—they’re the most trusted. But how do you build a team that’s both technically competent and client-focused?
02:31 - Balancing Technology & Human Factors
MSP teams often over-prioritize technical skills while neglecting soft skills like communication and relationship-building. Yet, the most successful MSPs create teams that clients trust—not just call when things break. Learn how to bridge this gap and develop a more business-savvy, client-centric team.
08:16 - Generational Differences & The Role of Coaching
Younger professionals expect mentorship, while seasoned IT leaders often undervalue coaching. But the best MSPs invest in leadership training, not just certifications. See how coaching and mentorship help MSPs retain talent, improve service, and strengthen client relationships.
15:46 - Leadership & Empathy
Technical problem-solving doesn’t build trust—people do. Clients expect proactive communication and relationship-driven service, not just fast fixes. Learn how empathy and leadership can turn your MSP team into a true strategic partner.
22:31 - Organizational Culture & Psychological Safety
Burnout, high turnover, and disengagement hurt your MSP business. The best teams feel psychologically safe to share concerns, ask for help, and be vulnerable. Discover how strong leadership and open communication can transform team morale and client satisfaction.
30:01 - Branding & Reputation of Technical Teams
MSPs often struggle with internal branding—IT teams are seen as reactive problem-solvers instead of trusted advisors. But your MSP’s reputation is built on perception. Learn how a small shift in communication can rebrand your team and make them an indispensable part of your client’s business.
37:46 - The Power of Kindness & Human Connection
Retention isn’t just about solving tickets quickly—it’s about building relationships. See how kindness, encouragement, and personal connection improve technician job satisfaction, client trust, and long-term MSP growth.
44:16 - Conclusion: The Future of Human Leadership in Tech
MSP leadership’s next evolution isn’t just technical troubleshooting—it’s about people, communication, and trust. Investing in leadership development and emotional intelligence isn’t just a soft skill—it’s a business growth strategy. The future of MSP success depends on how well you connect with people.Show More

Risk, Innovation & Agility in Cyber—with Alex Dow

Cultural and Leadership Shifts in Cybersecurity—with Jason Makevich

Long Live All the Mountains We Moved — with Nick Mehta

Digital Ghosts and Goblins—with Brian Miller

Turning Around an Unprofitable MSP—with Peter Kujawa

The One-and-Only Richard Tubb

Joseph Landes, CRO at Nerdio

The Pumpkin Plan for MSPs—with Shawn Walsh

Ratcheting Up Your Project Delivery—With Todd Kane

IT the Proper Way™—with Jim Smith

Building Client Value into the Tech Stack—with Karl Fulljames

The MSP Compliance Journey—with Brian Guenther, CISSP

Identity is the New Firewall — with Michael Roth of Evo Security

Special Guest: Chris Day, Founder & CEO at ScalePad

Marketing Things Part 2—with Aaron Hayes of Aabyss

Operational Mastery: Insights from MSP to Private Equity—with Josh Kotler

Succeeding in the Law Vertical — with Jim Turner

Spicy Monday Rundown — with Kyle Christensen

Is Security Posture Management a Hot Potato? — with Zach Kromkowski

MSP Confidential: Katherine Gray of Warren Averett Technology Group

MSP Confidential: Paul Riedl, CEO of River Run

MSP Confidential: Kevin Lancaster, CEO of Channel Program

MSP Confidential: vCIO...Have we been doing it all wrong?—with Kris Jensen

MSP Confidential: Alykhan Jetha, CEO of Marketcircle