My perspective on business didn’t start in IT. It started at an aquarium.
At 14, I became one of the youngest employees at the Shedd Aquarium in Chicago, spending the next nine years building educational experiences meant to influence real behavior. That early work shaped how I think about value. It’s not what you build or sell, but the impact it has.
When I entered the IT channel at Signature Technology Group, a data center services company (acquired by Tech Data in 2015), I brought that mindset with me. With guidance from a strong leader, I learned the industry and the importance of pragmatic marketing, and I fell in love with IT because of how deeply organizations, and the people behind them, rely on technology every day. For MSPs and IT service providers, the market is moving fast. But you shouldn’t just move faster; you need to build intentionally.
Start with Purpose, Not Just ‘Sexy’
In one job interview, I was asked why I wanted to be in IT because, “Data centers are not sexy.” That question forced me to articulate what I still believe today: technology directly impacts people’s lives.
When organizations have the right solutions, they stay productive, grow revenue, and protect jobs. The strongest go-to-market strategies aren’t built around products. They’re built around outcomes and impact.
Move Beyond ‘Speeds and Feeds’ Marketing
While working at Insight Enterprises Inc., a global value-added reseller (VAR), I oversaw vertical marketing. There, I learned how differently the channel operates and why reselling someone else’s solutions isn’t a sustainable identity.
A lot of marketing in this space still leans on features, specs, and generic claims — faster, better, more secure. But buyers don’t just want a list of what you sell. They want to understand your value and know that you can deliver it.
If you’re an MSP trying to stand out, use plain language to communicate your value. Make it easy for clients to understand why your approach matters to them.
Organic Growth with Service Portfolio Management
Many service providers rely on acquisitions because organic growth remains elusive.
When I moved into consulting, one of my earliest major engagements was helping a client make sense of a combined services portfolio after an acquisition. That work required packaging services in a way customers could understand.
MSPs need the same discipline. Your portfolio isn’t just your stack. It’s the set of outcomes you can deliver repeatedly. It needs structure, clarity, and honest boundaries around what you do — and don’t — deliver.
Innovate by Listening, Not Copying
Innovation doesn’t come from watching competitors. You have to listen to the market and adjust based on what customers are telling you.
At MSP Logically, one pain point we heard from customers was that cybersecurity awareness training wasn’t sticking. Tools were in place, but people were clicking through modules without changing behavior.
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So, we built something engaging: a cybersecurity awareness card game. It teaches risk reduction in a way human beings can actually absorb. And it gives customers a different way to reinforce good behavior.
That same mindset applies to MSPs. Look at where tools fall short. Then, wrap services, guidance, and enablement around the customer’s real problem.
Don’t Be Messy with AI and Automation
MSPs, don’t skip steps when it comes to AI. If your processes aren’t documented, AI won’t work the way you want. If your data is messy, your output will be slop. That generic content doesn’t differentiate you or build trust.
At Logically, we have a team dedicated to applying AI and automation across the business.
Meanwhile, my approach is simple: I hire people to think. Tools can handle the busy work so people can focus on strategy, creativity, and problem-solving.
Align Teams Around Outcomes
One of the most effective changes I’ve made as a leader is structuring teams around outcomes. It’s not, “Here are the things you do,” but, “Here’s what you own.”
When people understand what they’re accountable for and have space to decide how to get there, they move faster and take real ownership.
This matters for MSPs. If you’re always moving, you need clarity, prioritization, and strong communication rhythms. Shared reporting helps people jump in and solve problems together. It keeps the team focused on impact instead of creating silos.
Ethical Marketing Is a Must
I’ve seen the risk created when marketing overreaches. If a provider says they deliver cybersecurity or a service category, but they don’t do it to the extent the customer assumes, it creates confusion. That puts MSPs – and their customers – in a poor position.
Be precise about your capabilities. It builds trust, reduces churn, and protects customers. In the market ahead, trust is the differentiator.
Relationships Have to be Real
Deepfakes are prominent, phishing is everywhere, and digital touch points can be manipulated.
The channel says it’s all about relationships, and I believe that. But now, MSPs have to prove it. How do you build trust when inboxes are risky, and online content can be faked?
Build the foundation. Be honest about what you deliver. Stay relentlessly focused on what’s best for the customer. Companies that figure that out and truly live it will succeed.
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Chief Marketing Officer, Logically
- Founded: 1999
- Headquarters: Dublin, OH
- No. of Employees: 375+
- Website: logically.com
- Company Focus: IT and cybersecurity services
- Professional memberships: GTIA, Pavilion, Wednesday Women, Cybersecurity Marketing Society
- Recommended Book: The Power of Now by Eckhart Tolle
- Favorite Part of the Job: Speaking with our customers
- Least Favorite Part of the Job: Editing datasheets
- People Are Surprised to Learn About Me: I started powerlifting. I can deadlift 235 pounds and leg press 575 pounds.
Images: MJ Patent
