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Founder, MSP Agenda

Luis Navarro

Luis co-founded the London managed service provider Totality Services in 2008 and spent seventeen years growing it from a two-person business to a team of around 45 people serving more than 150 organisations, before its acquisition by Lyra Group in 2025. He writes MSP Agenda from the commercial seat: winning the right clients, expanding the accounts you already have, and building a business that is worth buying.

  • Co-founder, Totality Services (2008–2025)
  • MSP exit completed with Lyra Group, 2025
  • Founder, MSP Agenda

Luis Navarro built an MSP the long way round. In 2008 he co-founded Totality Services in London with no engineering background of his own — his side of the business was sales, marketing and the client relationships that decide whether a managed service contract renews. Over the following seventeen years the firm grew to roughly 45 staff across offices in London and Johannesburg, supporting more than 150 organisations, and in 2025 it was acquired by Lyra Group.

That route taught him where MSP growth actually comes from, and where it quietly leaks away. Most of the difficult problems were not technical. They were commercial: prospects that were never a fit being pushed through the pipeline anyway, existing clients under-served because nobody owned the expansion conversation, pricing set by habit, and a business whose value sat too heavily in the founders' heads until deliberate work moved it into process.

MSP Agenda is where he writes that down. The material here is the operating detail rather than the motivational version: how to qualify a prospect before you quote, how to run account reviews that surface real work instead of small talk, which numbers a buyer will interrogate, and what exit readiness looks like years before anyone signs anything.

He is based in London and writes in British English. Where figures would strengthen an argument, they are only published with a source attached — the alternative is the invented benchmark that circulates around this industry, and it has never helped an owner make a decision.

Articles by Luis Navarro

  • operations · 11 min read

    MSP Cost-saving Strategies

    Maximize margins with proven MSP cost-saving strategies. Optimize labor, automate RMM, and consolidate your tech stack.

  • client-growth · 10 min read

    Quarterly Business Review Agenda

    The quarterly business review agenda is the primary vehicle for transforming a technical vendor relationship into a high-value strategic partnership.

  • commercial · 9 min read

    MSP Revenue Growth

    Achieving sustainable msp revenue growth requires a shift from transactional service delivery toward strategic institutional partnership.

  • commercial · 8 min read

    MSP Revenue Services

    The modernisation of the public sector requires a sophisticated synthesis of technological capability and strategic fiscal management.

  • sales · 10 min read

    MSP Sales Presentation

    A high-impact msp sales presentation is a strategic instrument designed to bridge the gap between technical capability and institutional necessity.

  • sales · 11 min read

    MSP Sales Appointment Setting

    Scale your MSP with predictable growth. Build a sales appointment setting engine to fill your pipeline with high-value

  • growth-strategy · 11 min read

    MSP Advice

    Building a successful Managed Service Provider (MSP) is rarely about having the most certifications or the fastest response times.

  • commercial · 11 min read

    MSP MRR

    Building a successful Managed Service Provider (MSP) is often a journey of moving from the 'feast and famine' of one-off projects to the stability of.

  • sales · 7 min read

    MSP Proposal Template

    A professional MSP proposal template is more than a price list or a technical scope of work.

  • exit-planning · 1 min read

    Planning a Profitable MSP Exit: Valuation First

    Why MSP owners should build an exit-ready valuation model before talking to brokers, buyers or investors.

  • growth-strategy · 9 min read

    Why Most MSP Security Reviews Fail

    Most managed service providers treat security reviews as a technical obligation rather than a commercial opportunity.

  • account-expansion · 1 min read

    Expanding Existing MSP Accounts Without Discounting

    A growth-led approach to increasing recurring revenue from current MSP clients through capability mapping, outcome pricing and staged proposals.

  • growth-strategy · 2 min read

    How to Qualify an MSP Prospect in 30 Minutes

    A practical qualification framework for MSPs to score new prospects on fit, budget, decision process and growth potential in under half an hour.

  • operations · 8 min read

    MSP Service Desk Metrics

    Managing an MSP without tracking the right data is like flying a plane without a dashboard.

  • sales · 11 min read

    Selling MSP Services

    Transform your sales engine by selling MSP services as strategic business value. Drive MRR and boost company valuation.

  • growth-strategy · 12 min read

    MSP Growth Rate

    High-performing MSPs target a 20%+ MSP growth rate. Benchmarks and strategies to scale your MRR from MSP Agenda.

  • operations · 10 min read

    MSP Cost Per Ticket

    In the world of managed services, your help desk is often the heartbeat of the business.

  • growth-strategy · 10 min read

    MSP Business Challenges

    Overcome critical MSP business challenges with our blueprint for scaling recurring revenue and operational efficiency.

  • marketing · 12 min read

    MSP Lead Generation Strategies

    Generating high-quality leads for a Managed Service Provider (MSP) is not about shouting the loudest in a crowded market; it is about demonstrating a.

  • marketing · 13 min read

    MSP Marketing

    Effective MSP marketing is not about chasing every new social media trend or spending thousands on generic lead-generation services that don't.

  • operations · 9 min read

    MSP Organisational Structure

    Building a successful Managed Service Provider (MSP) is rarely about having the smartest engineers in the room.

  • commercial · 9 min read

    MSP Profit Margin

    Profitability in the managed services industry is rarely the result of a single brilliant decision.

  • marketing · 10 min read

    MSP Marketing Campaigns

    Scale your firm with strategic MSP marketing campaigns that drive recurring revenue and increase company valuation.

  • exit-planning · 9 min read

    Factors Driving Valuation Multiples for MSPs

    Understanding the factors driving valuation multiples for managed-service providers is no longer just for those looking to exit next month.

  • commercial · 9 min read

    MSP Pricing

    Getting your MSP pricing right is the single most important lever you have for building a sustainable, profitable services business.

  • marketing · 11 min read

    MSP Advertising Management

    Stop wasting budget. Scale your recurring revenue with data-driven MSP advertising management from MSP Agenda.

  • exit-planning · 10 min read

    What Is An EBITDA Multiple

    What is an EBITDA multiple? Gain the standard metric MSP Agenda experts use to value your business and scale equity.

  • client-growth · 9 min read

    Virtual It Executive

    Scale your MSP with a virtual IT executive. Align technology with strategy to increase valuation and recurring revenue.

  • sales · 11 min read

    MSP Lead Qualification

    Stop wasting time on low-margin leads. MSP Agenda shows you how to use MSP lead qualification to scale your profits.

  • commercial · 9 min read

    MSP Per Device Pricing

    Choosing the right billing model is one of the most consequential decisions an MSP owner will make.

  • client-growth · 9 min read

    MSP CSAT

    Customer satisfaction isn't just a metric for your support team; it is the commercial pulse of your entire Managed Service Provider.

  • commercial · 9 min read

    MSP Recurring Revenue

    In the world of managed services, the difference between a struggling break-fix shop and a high-value enterprise usually comes down to one metric: MSP.

  • client-growth · 8 min read

    MSP Customer Satisfaction

    In the managed services world, your reputation is your most valuable asset.

  • exit-planning · 12 min read

    Selling An MSP

    Maximize your exit value when selling an MSP with our strategic blueprint for higher multiples and operational maturity.

  • sales · 8 min read

    Best Sales Appointment Setting Company For MSPs

    Scale your MSP with the best sales appointment setting company for MSPs. Drive recurring revenue and book more meetings.

  • marketing · 11 min read

    MSP SEO

    For most Managed Service Providers, growth feels like a constant battle between word-of-mouth referrals and the unpredictable nature of outbound sales.

  • marketing · 10 min read

    MSP Social Media Marketing

    Social media often feels like a distraction for MSP owners who are focused on ticket queues, project deadlines, and the next big security review.

  • commercial · 10 min read

    MSP Gross Margin

    In the world of managed services, your top-line revenue is a vanity metric.

  • sales · 15 min read

    MSP Outbound Sales

    Building a successful Managed Service Provider requires a shift in perspective.

  • client-growth · 6 min read

    MSP Customer Onboarding

    Effective MSP customer onboarding is the most critical phase of the client lifecycle.

  • commercial · 8 min read

    MSP ARR

    In the world of managed services, your valuation isn't built on one-off hardware sales or emergency break-fix calls.

  • operations · 9 min read

    MSP Help Desk Efficiency

    Efficiency in a managed service provider’s help desk isn't about how fast your engineers can type; it’s about how effectively your business handles the.

  • marketing · 10 min read

    MSP LinkedIn Marketing

    LinkedIn is no longer just a digital resume or a place to hunt for your next lead engineer.

  • commercial · 8 min read

    MSP Financial Benchmarks

    Running a Managed Service Provider (MSP) is often a balancing act between maintaining high-level technical standards and managing the commercial.

  • commercial · 13 min read

    MSP Average Revenue Per User

    Understanding MSP average revenue per user (ARPU) is not just about tracking a spreadsheet metric; it is about measuring the health, scalability, and.

  • client-growth · 7 min read

    MSP NPS

    Measuring client satisfaction isn't just about feeling good when a customer says 'thanks.' In the managed services world, it’s a critical commercial.

  • commercial · 10 min read

    MSP Pricing Strategy

    Getting your MSP pricing strategy right is the difference between running a high-growth, eight-figure business and simply owning a stressful job.

  • sales · 9 min read

    MSP Sales Funnel

    Building a successful Managed Service Provider (MSP) is not just about having the best technical stack or the most responsive help desk.

  • growth-strategy · 12 min read

    MSP Growth Strategies

    Scale your IT business with proven MSP growth strategies. Move from firefighting to high-margin recurring revenue today.

  • operations · 9 min read

    MSP Operational Efficiency

    Efficiency in a Managed Service Provider (MSP) is often mistaken for simply working faster.

  • operations · 10 min read

    MSP Business Tools

    Scale your agency with the right MSP business tools. Our blueprint covers PSA, RMM, and stack optimization for growth.

  • commercial · 9 min read

    MSP Revenue Per Employee

    In the world of managed services, there is one metric that cuts through the noise of gross margins and churn rates: MSP revenue per employee.

  • exit-planning · 11 min read

    MSP Exit Planning

    Maximize your valuation with MSP exit planning. Scale EBITDA, automate ops, and prepare for a high-multiple acquisition.

  • sales · 11 min read

    MSP Sales Compensation

    Getting your sales incentive structure right is one of the most significant levers you can pull to drive the valuation of your Managed Service Provider.

  • marketing · 9 min read

    MSP Cold Email

    Effective MSP cold email outreach is not about sending thousands of generic messages to every business owner in a 50-mile radius.

  • operations · 10 min read

    MSP Organizational Chart

    Scale your business with an MSP organizational chart. Build a process-driven team and increase your company valuation.

  • sales · 10 min read

    MSP Statement of Work

    A professional MSP statement of work (SOW) is the bridge between a vague promise and a profitable, successful project.

  • sales · 7 min read

    MSP Sales Proposal

    An MSP sales proposal is a commercially focused document that outlines how a Managed Service Provider will solve a client’s business challenges through.

  • client-growth · 10 min read

    MSP Client Retention

    Maintaining a healthy, growing Managed Service Provider (MSP) is less about the clients you sign today and more about the ones you keep for the next.

  • commercial · 9 min read

    MSP Revenue Model

    The MSP revenue model is the commercial framework through which a Managed Service Provider generates income by delivering IT services, cybersecurity.

  • operations · 12 min read

    MSP Operational Excellence

    Build a scalable business with MSP operational excellence. Optimize SOPs and automation for higher company valuation.

  • sales · 7 min read

    MSP Sales Compensation Plans

    Build profitable MSP sales compensation plans that drive MRR, protect margins, and scale your growth with MSP Agenda.

  • exit-planning · 9 min read

    MSP Customer Acquisition Cost

    Understanding MSP customer acquisition cost (CAC) is the difference between running a lifestyle business and building a scalable, high-value asset.

  • sales · 8 min read

    MSP Master Service Agreement

    In the world of managed services, your contract is the backbone of your business.

  • exit-planning · 11 min read

    MSP EBITDA Margin

    If you are running a Managed Service Provider, you know that revenue is a vanity metric, but profit is sanity.

  • operations · 10 min read

    MSP Metrics

    Running a Managed Service Provider (MSP) is a balancing act. On one side, you have the technical reality of keeping systems running; on the other, you.

  • exit-planning · 10 min read

    MSP Acquisition

    In the world of managed services, an MSP acquisition represents the ultimate commercial milestone.

  • growth-strategy · 12 min read

    Cost-saving MSP Strategies

    Running a Managed Service Provider (MSP) is a constant balancing act between delivering high-quality technical support and maintaining a healthy bottom.

  • sales · 9 min read

    MSP Sales Automation

    Sales in the managed services world often feels like a constant battle between technical accuracy and commercial speed.

  • client-growth · 9 min read

    MSP QBR

    The MSP QBR (Quarterly Business Review) is often the most misunderstood meeting in a Managed Service Provider’s calendar.

  • sales · 10 min read

    MSP Sales Strategy

    An effective MSP sales strategy is the engine that drives sustainable growth, turning a reactive technical shop into a proactive, high-value business.

  • growth-strategy · 11 min read

    MSP Solutions

    For most business owners, technology is either an accelerator or a massive, expensive anchor.

  • operations · 9 min read

    MSP Ticket Metrics

    Managing an MSP without tracking the right data is like flying a plane in a thick fog without instruments.

  • client-growth · 9 min read

    MSP Client Management

    Scale your MSP client management from reactive support to a high-value partnership with MSP Agenda’s expert blueprints.

  • operations · 11 min read

    MSP Service Desk Profitability

    Maximized MSP service desk profitability drives valuation. Scale your margins with our data-driven efficiency guide.

  • sales · 12 min read

    MSP Sales Commission

    Designing a robust MSP sales commission structure is one of the most significant levers an owner can pull to drive growth, profitability, and long-term.

  • sales · 11 min read

    MSP Service Agreement

    An MSP service agreement is the foundational contract between a Managed Service Provider and their client, defining the scope of technology management.

  • commercial · 9 min read

    MSP Profitability

    Managing a service provider business isn't just about keeping the lights on for your clients; it’s about ensuring the light stays on for your own.

  • operations · 9 min read

    MSP SLA Metrics

    In the world of managed services, an SLA is often viewed as a defensive legal document—a 'shield' to protect the provider if things go wrong.

  • commercial · 10 min read

    MSP Business Metrics

    Stop managing by intuition. Use these MSP business metrics to track EHR, boost EBITDA, and scale your firm's valuation.

  • sales · 8 min read

    MSP Sales

    Successful MSP sales aren't about who has the best technical certifications or the flashiest dashboard.

  • sales · 10 min read

    MSP Sales Training

    Selling managed services is fundamentally different from selling hardware or one-off software licenses.

  • sales · 11 min read

    MSP Cold Calling

    Managed Service Providers often view outbound sales as a necessary evil.

  • commercial · 12 min read

    MSP Revenue Benchmarks

    Are you hitting top-tier MSP revenue benchmarks? Compare your EBITDA, margins, and growth to industry leaders today.

  • client-growth · 11 min read

    MSP Quarterly Business Review

    Transform your MSP quarterly business review into a strategic tool to drive client ROI and scale MSP Agenda revenue.

  • client-growth · 10 min read

    MSP vCIO

    For most Managed Service Providers, the transition from being a 'reactive fixer' to a 'strategic partner' is the holy grail of business growth.

  • exit-planning · 10 min read

    Buy an MSP

    For many business owners and private equity groups, the decision to buy an MSP represents a strategic move toward stable, recurring revenue and a.

  • sales · 12 min read

    MSP RFP Response

    Winning a new contract through a formal procurement process is one of the most challenging ways to grow a Managed Service Provider.

  • marketing · 7 min read

    MSP Digital Marketing

    Most MSP owners treat marketing like a mysterious 'black box.' They spend thousands of dollars on generic agencies, hope for the best, and eventually.

  • sales · 12 min read

    MSP Sales Funnel Optimization

    Scale your recurring revenue with MSP sales funnel optimization. Build a predictable, high-value growth engine today.

  • sales · 11 min read

    MSP Sales Metrics

    In the world of managed services, you can’t manage what you don’t measure. But for many MSP owners, sales remains a 'gut feeling' department.

  • client-growth · 9 min read

    MSP Churn Rate

    For any Managed Service Provider, growth is usually measured by new contracts signed and seats added.

  • commercial · 9 min read

    MSP Flat Rate Pricing

    In the world of managed services, your pricing model isn't just a number on a contract—it is the operating system of your business.

  • marketing · 10 min read

    MSP Client Acquisition Cost

    Is your MSP client acquisition cost killing your growth? Benchmarks and strategies to scale profitably with MSP Agenda.

  • operations · 9 min read

    MSP Hiring

    Successful MSP hiring is rarely about finding the person with the most certifications.

  • marketing · 9 min read

    MSP Email Marketing Strategy

    Build a high-margin sales pipeline with an MSP email marketing strategy designed to nurture trust and close contracts.

  • commercial · 11 min read

    MSP Per User Pricing

    Selecting a pricing model is one of the most consequential decisions an MSP leader will ever make.

  • marketing · 13 min read

    MSP Lead Generation

    Generating leads for a Managed Service Provider (MSP) is often misunderstood as a purely volume-based game.

  • marketing · 9 min read

    MSP Referral Program

    Every MSP owner knows that a warm referral is worth ten cold leads. When a happy client puts their reputation on the line to recommend your services.

  • marketing · 8 min read

    MSP Marketing Ideas

    Marketing for a Managed Service Provider (MSP) is often misunderstood as a lead-generation exercise involving social media posts and cold emails.

  • operations · 8 min read

    MSP Technician Efficiency

    Maintaining high levels of MSP technician efficiency is the difference between a service provider that barely breaks even and one that scales profitably.

  • exit-planning · 8 min read

    MSP Succession Planning

    Every MSP owner eventually reaches a crossroads where the daily operational grind must be traded for a strategic exit or a transition of power.

  • sales · 11 min read

    MSP Appointment Setting

    Building a successful Managed Service Provider requires more than just technical expertise; it requires a consistent, predictable engine for growth.

  • sales · 8 min read

    MSP Cross Selling

    MSP cross selling is the strategic practice of offering additional, complementary services to an existing client base to enhance their business.

  • client-growth · 8 min read

    MSP Technician Retention

    The success of a Managed Service Provider (MSP) is often measured by its recurring revenue, but the fuel for that engine is your technical team.

  • client-growth · 9 min read

    Best MSP QBR Software

    The Quarterly Business Review (QBR) is often the most misunderstood meeting in the managed services industry.

  • marketing · 10 min read

    MSP Client Acquisition

    Turn your MSP into a growth engine. Build a scalable MSP client acquisition system to secure high-value recurring MRR.

  • marketing · 11 min read

    MSP Inbound Marketing

    Generating a consistent flow of new business in the managed services space requires a shift from chasing leads to attracting them.

  • commercial · 10 min read

    MSP Revenue Per Technician

    Efficiency is the engine of profitability in the managed services world.

  • marketing · 11 min read

    MSP Email Marketing

    MSP email marketing is the strategic process of using targeted, value-driven email communications to nurture prospects, retain existing clients, and.

  • sales · 10 min read

    MSP Sales Pipeline

    A healthy MSP sales pipeline is the difference between a business that merely survives on referrals and one that scales with predictability.

  • client-growth · 9 min read

    MSP Customer Retention

    In the world of managed services, your most valuable asset isn't your stack or your team—it’s your existing client base.

  • commercial · 8 min read

    MSP Tiered Pricing

    Transitioning to MSP tiered pricing is often the single most important decision an owner makes when moving from a reactive 'break-fix' model to a.

  • client-growth · 10 min read

    MSP Customer Lifetime Value

    In the world of managed services, the goal isn't just to sign a new contract; it's to build a relationship that remains profitable for a decade or more.

  • client-growth · 9 min read

    MSP Employee Retention

    In the world of managed services, your team is the most valuable asset you own.

  • marketing · 8 min read

    MSP PPC

    MSP PPC is a targeted digital advertising strategy where Managed Service Providers pay a fee each time a prospect clicks on their ad in search engine.

  • exit-planning · 9 min read

    MSP Due Diligence

    Whether you are buying a competitor, selling your own firm, or a potential client is putting your business under the microscope, MSP due diligence is.

  • operations · 9 min read

    MSP Utilisation Rate

    Measuring the health of a Managed Service Provider (MSP) often comes down to a few critical metrics, but none is more misunderstood—or mismanaged—than.

  • marketing · 11 min read

    MSP Content Marketing

    Content is often the most misunderstood asset in the managed services industry.

Growth beats guesswork.

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