For MSPs
For MSPs
Acquire, expand and exit smarter from the client base you already manage.
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For MSP owners and leadership teams
Growth strategy for MSPs who want to scale, not just survive
MSP Agenda gives you repeatable frameworks for prospect qualification, account expansion and exit readiness — so your sales and account teams work from the same scorecards, metrics and deliverables.
Built around repeatable commercial decisions, not unverified performance claims.
Solutions
Built for how MSPs actually grow
Three entry points for owners, security practices and virtual CIOs who want clearer frameworks and stronger client conversations.
The growth problem
Most MSPs stay busy without becoming saleable
The wrong prospects waste presales time
Engineers run detailed scoping calls for leads that cannot afford the service tier, cannot decide inside your sales cycle or have no expansion potential.
Existing clients are under-monetised
Account managers renew contracts without mapping capabilities to business outcomes, so revenue stalls and growth depends entirely on new-logo wins.
Exit planning starts too late
Owners call a broker before they know the likely valuation, then discover that recurring revenue quality, client concentration and owner dependence will chip the price.
How it works
Qualify, expand, plan, track
Four operating rhythms run the same way across the business, so growth becomes repeatable instead of heroic.
- 1
Qualify the right prospects
Use a four-fit scorecard to spend presales time only on prospects that match your service model, budget, decision process and growth potential.
- 2
Expand existing accounts
Map capabilities to business outcomes, price by value and present staged proposals in quarterly business reviews instead of discounting to keep the client.
- 3
Plan a profitable exit
Build a valuation model from adjusted EBITDA, recurring revenue quality, client concentration and transferability before talking to buyers.
- 4
Track the metrics that matter
Review qualified-prospect conversion, expansion pipeline and net revenue retention weekly so leadership can see momentum before the quarter closes.
Outcomes
What changes once growth is systematised
- Better-fit pipeline
- Fewer wasted presales hoursOnly qualified prospects reach technical scoping, so the same team closes more of the right work.
- Deeper accounts
- Higher recurring revenue per clientExpansion proposals are attached to outcomes the client already budgets for.
- Stronger transferability
- Exit-ready business valueClean financials, diversified recurring revenue and transferable operations protect the multiple.
These are the shifts the frameworks are designed to produce, not performance claims. Results depend on each MSP’s market, team, client base and execution.
Who is behind MSP Agenda
Frameworks built by someone who has actually exited an MSP
Luis Navarro co-founded Totality Services in 2008 and spent fifteen years building it into a London MSP serving more than 150 organisations. He led sales, marketing and customer relationships himself, growing the team to around 45 people across London and Johannesburg offices. In 2025 Totality Services was acquired by Lyra Group — an exit Luis planned and completed from inside the business. Every framework on MSP Agenda comes from that operating experience, not from theory. If you want growth advice from someone who has qualified the prospects, expanded the accounts and signed the exit paperwork, you are in the right place.
Framework coverage
Growth frameworks for every stage of the MSP lifecycle
Each framework has its own guide covering the scorecards, playbooks and hand-offs that turn strategy into operating rhythm.
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Guides
Pillar guides for the growth programme
1 min guide
The MSP Growth Framework
Score prospects, expand accounts and build a recurring revenue engine the whole team can follow.
10 min guide
How to Sell Managed Services
Selling managed services isn't about pitching a list of technical features or showing off your latest RMM dashboard.
9 min guide
MSP Client Offboarding
Managing the end of a partnership is just as critical as managing the beginning.
Next step
Build your growth plan
A working session on your own prospect list, account base and exit goals: see the scorecards, playbooks and metrics your leadership team would run from.