About Us
Why We Built This
We didn't stumble into MSP sales. We survived it.
Fox & Crow: Who we are and what we do
Fox & Crow Group builds software for MSP founders who are done guessing. Our flagship product — The MSP Sales Process — is an automated sales training and process adherence software platform designed specifically for managed service providers.
The Crow represents the strategic map: the elevation view, the system design, the software platform that tells you exactly where you are and where you need to go. The Fox represents the tactical execution: the scripts, the drills, the automated call scoring, the accountability rhythms that turn that map into forward momentum. Together they are a single software platform — built so you never have to choose between strategy and execution.
The MSP Sales Process gives MSP founders a turnkey system to attract, hire, train, and manage professional MSP sales teams, without needing to figure it out themselves, hire a consultant, or reinvent the wheel.
The Founders
Founder & CEO
Ian Richardson
Ian Richardson is a seasoned MSP operator who built, scaled, and successfully exited a nationally recognized IT services firm. Under his leadership, the company earned spots on the Inc. 5000 list and was named one of the Michigan 50 Companies to Watch.
But his growth didn't come easy. It came from mistakes. Ian personally burned over $1 million on failed sales hires, bad-fit agencies, and broken outbound systems before developing a process that actually worked. He exited that business in 2021.
That experience became the foundation for Fox & Crow. Ian took the chaos of MSP growth — missed deals, rep churn, and founder burnout, and turned it into a scalable MSP sales software platform with structure, accountability, and results built in. He doesn't coach from the sidelines. He's lived every failure he now helps MSPs avoid.
Co-Founder & Sales Architect
Carrie Simpson Richardson
Carrie Simpson Richardson started Managed Sales Pros in 2014 with zero capital and a newborn baby. By 2016, it was generating seven-figure revenue with over 625% growth that year — and she did it all while rebuilding her life.
Carrie battled addiction, rebuilt her credit, and worked her way back to financial and emotional sobriety. Then she built a call center in Las Vegas and sold the business by 2022 on her own terms.
Carrie is the reason MSPs actually talk to buyers. She built and led a world-class outbound system, scaling revenue for over 1,000 MSP firms. Her playbooks — crafted from real calls, real deals, and real pain — are what you win with. No theory. No consultants. Just results.
Together, we built The MSP Sales Process
Our story is your unfair advantage. Ian turned the chaos of owning an MSP into a repeatable software platform. Carrie built and sold a seven-figure MSP outbound engine from nothing. The MSP Sales Process is the product of both — so your MSP doesn't fall into the same traps we did.
Core Values
Awkward Conversations
We will always have conversations around what is important, even if they are uncomfortable.
No Silver Bullets
There is no substitute for hard work. Shortcuts don't work.
Campground Rules
We will leave our clients better than we found them.
No Sacred Cows
Nothing is written in stone. We will always challenge assumptions.
Carry Your Own Bag
Everyone must execute and be accountable for their part.
Never Settle
Good enough is not good enough. Everyone deserves the best.
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