MSP Sales Insights & Strategy
Dispatches from the field on building predictable pipeline.
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The 12 MSP Sales Problems Owners Must Learn to Coach Before They Can Get Out of Sales
MSP owners get out of day-to-day sales when reps can diagnose recurring failures, practice corrections, and make the next attempt without owner rescue.
WIN x West McDonald: The Economics of AI
West McDonald of gowest.ai explains why so few MSPs are monetizing AI, and the discovery-first framework that turns it into a real service line.
The MSP Growth Ceiling: Why Managed Service Providers Flatline, and Why It Is a Go-to-Market Problem, Not a Service Problem
MSPs flatline because of go-to-market gaps, not service gaps. This is the full diagnosis: what 13,627 U.S. MSPs reveal about the growth ceiling and how to move past it.
The Map of MSP Opportunity Is Not the Map of MSP Competition
DC has 15.8 MSPs per 100,000 residents. Mississippi has 2.0. The map of MSP opportunity is not the map of MSP competition, and most MSPs have never looked at it.
Matt Tomlinson: MSPs Are Using AI. Stop Hiding It.
Fixify's Matt Tomlinson says most MSPs already run AI in production and won't admit it publicly, and that reluctance is costing them the one open lane in the market.
Ian Richardson to Present at CVxEXPO26
Ian Richardson will present at CVxEXPO26 on the fifth MSP transition, the AI Action Gap, and the open early-mover window for AI advisory.
MSP Marketing Muscle: Why Growing Firms Show Up Consistently
Only 1 in 6 sub-$1M MSPs posted on LinkedIn in the last four months. Among 31–50 staff MSPs: 59%. Visibility is a habit. Here is what consistent MSP marketing can look like.
MSP Sales Meetups In San Diego
Carrie Richardson is in San Diego hosting three MSP sales meetups, seeing friends at ScaleCon26, and meeting with MSPs about sales and marketing strategy.
MSP Owners Who Plan Early Get the Exits Everyone Wants
The MSP owners who land the best exits start planning years before they want out. Here is the timeline, the valuation math, and what sets them apart.
You Can Build a Growing MSP Almost Anywhere
About 1 in 3 MSPs crosses $1M in every region of the country. The 9x LinkedIn follower jump holds in all four regions. Geography shapes MSP strategy—it doesn't excuse a weak go-to-market.
What New IT Channel Vendors Get Wrong About Trade Shows
Channel consultant Matt Koenig breaks down what new IT channel vendors get wrong about trade shows — and how to show up credibly, qualify leads correctly, and build the relationships that actually turn into revenue.
Fox & Crow Group Founder Ian Richardson Featured in Authority Magazine on Pushing the Boundaries of AI
Fox & Crow Group founder Ian Richardson discusses the practical realities of building AI products for MSPs and IT channel vendors in a new Authority Magazine interview.
The MSP Trust Gap: Why Email Security Signals Matter More Than You Think
DMARC enforcement: 43% for sub-$1M MSPs, 53% for 31-50 staff MSPs. About 30% of all MSPs run DMARC in monitor-only mode. MSP email security configuration is a trust signal that affects your sales pipeline.
Loud-but-Small MSPs: What Stalled Firms Can Learn From the $1M MSPs-in-Waiting
About 5% of sub-$1M MSPs in the study already carry the digital footprint of a larger firm. Their median LinkedIn following is 642. Stalled firms can learn from that playbook.
Big MSPs Are Always Hiring: What Your Job Postings Say About Your Growth Ceiling
Your job postings are a public signal about where your MSP is headed. The question is whether that signal says you're building or you're stalled.
The PSA Tell: What Your MSP's Tooling Says About Your Growth Ceiling
The question is never 'do you have a PSA?' The question is whether the way you run your operations shows up as a growth signal or a growth drag.
Your MSP Niche Is Either a Ceiling or a Launchpad: How to Tell Which One You're In
Two MSPs can pick the same vertical and get completely different results. The niche isn't the variable. What you do inside it is.
The Climb Out of SMB: Why Growing MSPs Stop Selling to Everyone
Selling to everyone is a choice. Most MSPs don't realize they made it. At some point, that instinct stops being survival strategy and starts being the ceiling.
There Are No Overnight MSP Success Stories: What Time-in-Market Really Signals
If you've been running your MSP for three years and it still feels hard, that's not a warning sign. That's the job. Time-in-market is one of the few things in this business that money can't shortcut.
More Services Will Not Fix a Flatlined MSP
If your MSP is not growing, adding a new service line is probably the worst thing you can do next. The service menu is rarely why growth flatlines.
MSP Visibility Is Not Vanity: Why the Market Has to See You Before It Buys From You
Your MSP isn't losing deals because your service is bad. It's losing deals because nobody knew you existed when the buying conversation started. That's the visibility problem — and it's a revenue issue, not a vanity issue.
How MSPs Build Predictable Growth with Fox & Crow Group's Purpose-Built Sales Process
Most MSPs have tried CRMs, sales hires, marketing agencies, and cold email. The problem is not effort — it is that those pieces rarely become a system. Here is how Brightworks built predictable growth by installing Fox & Crow Group's purpose-built MSP Sales Process.
Why MSP Sales Discovery Impacts Exit Valuation
Revenue history gets you in the room with a buyer. Process maturity is what determines the multiple. Sophisticated MSP acquirers look past the financials and ask: what happens to this revenue if the owner leaves?
How Weak MSP Discovery Creates Margin and Delivery Pressure
Margin pressure in MSPs is usually treated as a pricing problem. Most of the margin pressure that shows up in delivery started in sales — specifically, in Discovery that didn't produce what it needed to.
Why MSP Owners Become the Sales Bottleneck Without Realizing It
Nobody sets out to become their own sales department's biggest constraint. It happens incrementally. One deal where the rep needs a hand. Before long the owner is in every deal that matters.
How MSP Discovery Reveals How Buyers Decide
Most MSP proposals fail not because they got the solution wrong. They fail because they got the decision process wrong. Discovery is supposed to surface that. Most of the time, it doesn't.
How MSPs Surface Business Pain Without Technical Audits
You don't need a technical audit to understand what's hurting a buyer's business. In fact, leading with a technical audit often makes it harder.
Why MSP Discovery Drifts Into Technology Instead of Business Pain
Technology talk feels productive. Both sides know the language. The rep can demonstrate expertise. The buyer can describe their environment. The deal stalls two weeks later anyway.
Qualification vs Discovery in MSP Sales: Why Mixing Them Breaks Deals
Most MSP sales stalls are not a pricing problem. They're a stage discipline problem. Qualification and Discovery are not the same stage — and mixing them breaks deals.
Why MSP Sales Discovery Fails Outside Referrals
Referrals are the best lead source in the MSP channel. They're also the most dangerous teacher. When your pipeline is built on referrals, you get a warped education in how sales works.
MSP Sales Meeting Agenda for Discovery
A strong MSP sales meeting agenda is not a script. It is the operating structure that keeps discovery focused on buyer pain, decision clarity, urgency, stakeholder alignment, budget validation, and re…
Carrie Richardson Podcast Live from CPExpo 2026
Carrie Richardson joined Doug Green on the Telecom Reseller Podcast live at Channel Partners 2026 to talk about a problem that shows up in a lot of channel growth motions: getting more names is not th…
MSP Sales Meetings
Many Managed Service Providers sales teams equate MSP sales meetings with momentum. A discovery session is scheduled. A conversation takes place. Notes are entered into the CRM. A follow-up is booked…
The Sales Discovery Process for MSPs: Why Documented Stages Still Lead to Stalled Deals
When your sales discovery process is documented in stages, you're halfway to MSP sales success - there are a few more things to consider.
Cigars and Sales After Kaseya Connect 2026
If you’re in Las Vegas for Kaseya Connect and want to enjoy a relaxed, peer-driven conversation about MSP growth, join us for Cigars & Sales with Fox & Crow Group. This is a casual meetup for MSP foun…
MSP Sales Discovery Questions: Why Owners Run Better Discovery Conversations Than Sales Reps
MSP sales discovery questions determine whether a managed services deal advances or quietly stalls during the sales process.
MSP Lead Generation Reddit and Online Forums
MSP lead generation Reddit, and other online communities provide ample opportunities for generating interest in your services. Spend some time learning how to interact in community platforms online. …
MSP Sales Discovery Masterclass: The Complete Guide to MSP Sales Discovery, Meetings, and Process
Most MSP sales problems do not start at the proposal stage. They start much earlier, in msp sales discovery, when the meeting feels useful but fails to produce the decision clarity needed to…
MSP Lead Magnets
Most MSP lead magnets fail because they attract attention instead of intent. When an offer is too broad, it pulls in curious prospects instead of qualified buyers. That leaves sales teams sorting thro…
Should MSPs Outsource Lead Generation
A practical framework for MSP owners evaluating readiness, vendor risk, and what should stay in-house before outsourcing lead generation. Should MSPs outsource lead generation? MSPs should outsource l…
Build an MSP Referral Partner Program
If your business depends on MSP referral partner programs, following a system will help you keep your sales pipeline full. Referrals are a gift, they aren't a business development strategy. Passive bu…
LinkedIn Lead Generation for MSPs
LinkedIn lead generation for MSPs works best when it supports outbound sales instead of trying to replace it.Author: Carrie Richardson, Co-founder, Fox & Crow GroupPublished: March 6, 2026Managed serv…
MSP Outbound
MSP Outbound done correctly and consistently creates a significant market advantage for MSP businesses when your competitors are still relying on referrals. Starting outbound before you experience a s…
MSP Local SEO
Most IT business owners misunderstand MSP local SEO. This post shares why SEO still matters and how AI search is changing MSP SEO strategy. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Date…
MSP Marketing Strategy
MSP Marketing strategy is essential for effective MSP lead generation. Author: Carrie Richardson, CMO, Fox & Crow Group Published: February 13, 2026 Last Updated: February 13, 2026 A true MSP marketin…
MSP Lead Generation Case Studies
MSPs searching for MSP lead generation case studies usually want one thing: proof. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Date Published: February 9, 2026 - What do real MSP lead gene…
5 Myths About Managed Services Lead Generation Funnels
There are five myths that still exist about managed services lead generation funnels. This post debunks them and teaches a better way for MSPs to plan and execute on their lead generation campaigns. A…
MSP Lead Generation Agency or In House Outbound?
If you’re evaluating an MSP lead generation agency, you’re likely trying to solve for predictable pipeline, not just activity. This post explains how an MSP lead generation agency compares to building…
MSP Sales Leads vs MSP Leads
Primary topic: MSP sales leads vs MSP leads and how definition gaps distort MSP sales pipelines. By Carrie Richardson, CMO, Fox & Crow Group Date published: January 16, 2026 Part 1 of 12 in the Fox & …
MSP Lead Generation Guide (2026): Channels, Benchmarks & Qualification
How MSPs generate leads: 20 tactics, Fox & Crow benchmarks, cost per first appointment, trigger events and a two-step lead qualification model.
Selling Compliance Without Fear Using vCIO Meetings
By Carrie Richardson, Co-Founder, Fox & Crow Group January 9, 2026 Many MSPs struggle with selling compliance to existing clients. The challenge is rarely the value of compliance itself. It is how and…
MSP Price Pressure and Low Cost MSP Competitors
If low cost MSP providers in your market are creating MSP price pressure, discounting feels like an easy way to compete. As Ian Richardson always says: "Discounting is a sin." The long term reperc…
Technology Reseller Podcast Features Ian Richardson
EAST LANSING, MI — January 1, 2026 — Ian Richardson, Founder and CEO of Fox & Crow Group, was featured on the latest episode of Technology Reseller News, hosted by publisher Doug Green. In the intervi…
Ian Richardson MSP Business School Podcast
East Lansing, MI — Ian Richardson, CEO and Founder of Fox & Crow Group, was recently featured on the award-winning podcast MSP Business School, hosted by Brian Doyle. The episode, titled “Unmasking th…
The MSP Discovery Habits That Quietly Push Buyers Toward Your Competitors
MSP sales pipelines collapse because of poor MSP discovery habits that: - suppress urgency - weaken differentiation - encourage prospects to minimize issues - push propsects to default to vendor compa…
Why MSP Deals Stall
Wondering why MSP deals stall? Most MSP deals do not stall because of price objections, weak proposals, or poor follow-up. They stall because momentum inside the buyer's organization breaks down. Wh…
MSP Sales Questions
By Carrie Richardson, Co-Founder, Fox & Crow Group Published December 5, 2025 Understanding the right MSP sales questions in your MSP sales discovery meetings starts with understanding why prospec…
Why Is My MSP Losing Deals
You’ve lived this moment more times than you’d like to admit: the MSP discovery call went well—better than well. The prospect was engaged, nodding along, asking smart questions, even cracking a smile …
Hiring First MSP Sales Rep?
Author: Ian Richardson, Founder, Fox & Crow Group Published: Nov 21, 2025 Last Updated: January 19, 2025 If you want to hire your first MSP sales rep, it can feel like one of the riskiest decisions…
MSP Sales Coaching Support
When we think back to our early days selling in the MSP space, one thing is clear: the missing link was not talent. It was MSP sales coaching support. Author: Ian Richardson, Founder, Fox & Crow Group…
The Hidden Cost of MSP Sales Mistakes
Hiring a great sales rep isn’t the finish line. It’s the starting point. When an MSP hits a wall with sales performance, most leaders go straight to blaming motivation or assume they made a bad hire. …
How to Prepare for an MSP Sales Diagnostic with Ian Richardson
Prepare for an MSP sales diagnostic with Ian Richardson. Bring revenue, pipeline, activity, and deal examples to identify where your sales process needs work.
MSP Sales Training Myths Keeping You From Winning
MSP sales training myths are usually the result of someone partnering with a trainer, coach or company that doesn't provide the ROI owners expected from the investment. MSP sales teams don’t stall bec…
MSP Sales Accountability
MSP sales accountability issues start from the top down. Most MSP sales problems don’t come from lazy reps. They come from a lack of real accountability, fake pipeline, wasted meetings, and zero clari…
Inside an MSP Sales Training Program That Actually Works
Ever been in a sales training session and thought, “This isn’t for me”?Yeah. Your reps feel the same way. If your SDRs, sales reps, and account managers are all sitting through the same videos, hearin…
MSP Sales Coaching: Why Most Reps Struggle
What MSP Sales Coaching Is: MSP sales coaching is ongoing, deal-based guidance that builds repeatable selling skills (discovery, value framing, objection handling, and closing) for managed services. I…
MSP Sales Training: Why Most of It Fails, and What We Built Instead
Most MSPs have their delivery side dialed in. Projects get done, clients stay, margins look okay.But when it comes to sales, too many owners are still asking the same question: how do I get my MSP sal…
Chris Barnes MSP Sales Training Review: How Mindset Changes Everything
Thank you to Chris Barnes for this review of his MSP sales training experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Pub…
Daniel Johnson Sales Training Review
Thanks very much to Daniel Johnson for this sales training review from his work with MSP Sales Process founder Carrie Richardson. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publish…
Susa Jovanovic MSP Sales Training Review | Fox & Crow Group
Thank you to Susa Jovanovic for this review of her MSP sales training experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First P…
Roger Miranda MSP Sales Prospecting Review: No B.S. Outreach That Actually Works
Thank you to Roger Miranda for this review of his MSP prospecting training experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Fi…
Jeremy Heslop MSP Prospecting Training Review | Fox & Crow Group
Thank you to Jeremy Heslop for this review of his MSP prospecting training experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Fi…
Karl Padpad MSP Prospecting Training Review | Fox & Crow Group
Thank you to Karl Padpad for this review of his MSP prospecting training experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Firs…
Alex Permenter Carrie Richardson Consulting Review | Fox & Crow Group
Alex Permenter reviews Carrie Richardson's consulting services — describing seamless team integration, immediate proactive action, and one of the best business decisions in 20 years.
Kris Blackmon Channel Futures MSP 501 Review | Fox & Crow Group
Kris Blackmon of Channel Futures reviews working with Carrie Richardson — describing the channel network reach, personal trust, and applicant goals exceeded across two years of MSP 501 promotion.
Scott Wright MSP Business Consulting Review | Fox & Crow Group
Thank you to Scott Wright for this review of his consulting experience with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: Oct…
Ameen Sait MSP Sales Strategy Review | Fox & Crow Group
Thank you to Ameen Sait for this review of his experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: October …
Taher Hamid MSP Business Process Consulting Review | Fox & Crow Group
Thank you to Taher Hamid for this review of his experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: October…
Izzy Amado MSP Sales Discovery Coaching Review | Fox & Crow Group
Thank you to Izzy Amado for this review of his MSP sales coaching experience with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publishe…
Larry Lubinus Call Center Training Review | Fox & Crow Group
Thank you to Larry Lubinus for this review of his training experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: O…
Bob Coppedge MSP Sales Consulting Review | Fox & Crow Group
Thank you to Bob Coppedge for this characteristically direct review of his experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Fi…
Weyman Jones Dropsuite IT Channel Success Review | Fox & Crow Group
Thank you to Weyman Jones for this review of his experience working with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: Oct…
Justin Gilbert IT Channel Leadership Review | Fox & Crow Group
Thank you to Justin Gilbert for this review of his experience working with Ian and Carrie Richardson, Co-Founders of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Pub…
Dimitry Dima Kumets OpenDNS Cisco Acquisition Review | Fox & Crow Group
Thank you to Dimitry "Dima" Kumets for this review of his experience working with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publi…
Kathy Blair MSP StratOp Strategic Planning Review | Fox & Crow Group
Thank you to Kathy Blair for this review of her StratOp facilitation experience with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publi…
Brandon Moddes MSP Strategic Planning Review | Fox & Crow Group
Thank you to Brandon Moddes for this review of his MSP strategic planning experience with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First …
Aberdean Consulting StratOp Facilitation Review | Fox & Crow Group
Aberdean Consulting reviews working with Ian and Carrie Richardson — describing them as a formidable business consulting team and praising Ian's StratOp facilitation across diverse personalities.
Brett Pacek MSP Business Growth Review | Fox & Crow Group
Thank you to Brett Pacek for this review of his long-term experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publishe…
Angela Sauer MSP Consulting Review: 15 Years With Fox & Crow Group
Thank you to Angela Sauer for this review of her long-term experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publish…
Adam Kerrigan MSP Business Strategy Review | Fox & Crow Group
Thank you to Adam Kerrigan for this review of his experience working with Ian and Carrie Richardson, Co-Founders of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publ…
Josh Pederson MSP Thought Leadership Review | Fox & Crow Group
Thank you to Josh Pederson for this review of his experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: Octob…
K Herrit MSP Sales Training Review | Fox & Crow Group
Thank you to K Herrit for this review of their experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: October …
Nicholas Pope MSP Strategic Consulting Review | Fox & Crow Group
Thank you to Nicholas Pope for this review of his strategic consulting experience with Richardson & Richardson, the predecessor consulting firm to Fox & Crow Group. Author: Carrie Richardson, Co-Found…
Walter Crosby MSP Strategy Review | Fox & Crow Group
Thank you to Walter Crosby for this review of his experience working with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: Octob…
Eric Taylor MSP Business Development Review | Fox & Crow Group
Thank you to Eric Taylor for this review of his experience with Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: October 1, 2025 Last Updated: May 1, 2026 In …
Ken Patterson MSP Consulting Review | Fox & Crow Group
Thank you to Ken Patterson for this review of his experience with Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: October 1, 2025 Last Updated: May 1, 2026 I…
Elizabeth Copeland MSP Strategy Coaching Review | Fox & Crow Group
Thank you to Elizabeth Copeland for this review of her coaching experience with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published:…
Reuben Levinsohn MSP StratOp Review: Strategic Alignment with Fox & Crow Group
Thank you to Reuben Levinsohn for this review of his StratOp experience with Ian Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: Oc…
Christopher Vollmond-Carstens MSP Exit Webinar Review | Fox & Crow Group
Thank you to Christopher Vollmond-Carstens for this review of the Fox & Crow Group MSP Exit educational webinar series. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published: October…
Jonathan Bullock MSP Sales Consulting Review | Fox & Crow Group
Thank you to Jonathan Bullock for this review of his MSP consulting experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Pub…
Andrew Kaiser IT Channel Sales Consulting Review | Fox & Crow Group
Thank you to Andrew Kaiser for this review of his long-term experience working with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Pub…
Jim Turner EVP MSP Channel Consulting Review | Fox & Crow Group
Thank you to Jim Turner, EVP, for this review of his experience working with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Published:…
Steve Dickerson MSP Sales Consulting Review | Fox & Crow Group
Thank you to Steve Dickerson for this review of his MSP consulting experience with Carrie Richardson, Co-Founder of Fox & Crow Group. Author: Carrie Richardson, Co-Founder, Fox & Crow Group First Publ…
Elana Graham CEO of CYDEF Recommends Fox & Crow Group
Elana Graham, CEO and Co-Founder of CYDEF provides an overview of how Ian Richardson, Founder of Fox & Crow Group and Richardson & Richardson Consulting, helped CYDEF build their IT channel go-to-mark…
MSP Sales Training Playbook
Fox & Crow Group provides a comprehensive overview of Frameworks, Skills, Ramp Plans, and Provider Comparisons for a Modern MSP Sales Training Playbook in 2026 Author: Ian Richardson, Founder, Fox & …
MSP Sales Prospecting Fundamentals
Part of the MSP Sales Training Playbook. MSP Sales Prospecting Fundamentals is the first major component in the MSP sales process. It defines how an MSP identifies valid companies, confirms decision makers, and builds a…
MSP Sales Foundations
Part of the MSP Sales Training Playbook. MSP sales foundations training gives MSP sellers the core knowledge they need before engaging in any live prospect conversations. Without a strong foundation, MSP reps cannot ask…
MSP Sales Discovery Mastery
Part of the MSP Sales Training Playbook. MSP sales discovery mastery is the key to winning MSP deals. Discovery is where MSP sellers learn how a prospect operates, what is at risk, where technology is holding the busine…
MSP Sales Qualification
Part of the MSP Sales Training Playbook. MSP Sales Qualification is the point in the sales process where the sales rep determines whether an opportunity deserves continued time and attention. In managed services, qualif…
MSP Sales Solution Mapping
Part of the MSP Sales Training Playbook. MSP Sales Solution Mapping is the process of taking what was learned in discovery and qualification and translating it into a structured managed services plan that directly addre…
MSP Sales Proposal Development
Part of the MSP Sales Training Playbook. MSP Sales Proposal Development is the point in the process where the sales rep converts everything learned in discovery and qualification into a clear and accurate representation…
MSP Sales Objection Handling
Part of the MSP Sales Training Playbook. MSP Sales Objection Handling is the point in the sales process where leadership tests whether the rep understands their business, their risks, and their priorities. Objections ar…
MSP Sales Closing Techniques
Part of the MSP Sales Training Playbook. Closing in MSP sales is not a final step. It is the moment when the prospect evaluates whether the MSP understands their business well enough to be trusted with daily operations,…
MSP Sales Rep 90 Day Ramp Plan
Part of the MSP Sales Training Playbook. The MSP Sales 90 Day Ramp Plan is the structure that turns a new hire into a capable and predictable MSP seller. MSP sales is not learned through shadowing or generic sales train…
Training Modalities for MSP Sales Teams
Part of the MSP Sales Training Playbook. MSP sales training requires more than traditional sales instruction. Managed services buying cycles are long, multi stakeholder, and rooted in operational risk, not features or e…
MSP Sales Metrics and Benchmarks
Part of the MSP Sales Training Playbook. MSP sales cycles are long, nonlinear, and built around operational risk rather than product features or short term incentives. This means the metrics that guide MSP sales perform…
Comparison of MSP Sales Training Providers
Part of the MSP Sales Training Playbook. The phrase MSP sales training is used to describe a wide range of programs that are not equivalent in depth, intent, or relevance to modern managed services sales. Many offerings…
Common MSP Sales Training Mistakes
Part of the MSP Sales Training Playbook. MSP sales training often breaks down not because of a lack of effort, but because the approaches used do not match the realities of the managed services sales environment. Many p…
Glossary of MSP Sales Terms
Part of the MSP Sales Training Playbook. This glossary defines the core terminology used throughout MSP sales training and the modern MSP sales process. Categories are structured for SEO and Generative Engine Optimizati…
MSP Sales Training FAQs
Part of the MSP Sales Training Playbook. This FAQ addresses common questions that arise when evaluating, implementing, or improving MSP sales training programs. The answers focus on clarity, operational realities, and t…
Channel Only SASE Vendor Timus Networks Shares Their Pax 8 Beyond Strategy
Pinar Ormeci, CEO of Timus Networks, brings an uncommon depth of experience to the cybersecurity world. Raised by a math teacher mother and physics teacher father, her love for technology and problem-…
How to Sell to Large MSPs
Author: Carrie Richardson, Founder, Fox & Crow Group Date Published: May 29, 2025 Last Updated: December 18, 2025 Jennifer Roy, CEO of Nucleus Networks, leads one of the most operationally mature mana…
MSP Event Marketing Strategies for New IT Channel Vendors
Trade show season is here—and for smaller IT channel software vendors, the stakes are high. If you haven't planned your msp event marketing strategies around the best practices of successful vendors, …
Why Does My Linkedin Engagement Suck?
A Personal Case Study for MSP Owners If you're an MSP business owner wondering, "Why does my LinkedIn engagement suck?"—you are far from alone. Many professionals in our space have seen their post vis…
Rex Frank Shares On Growing an MSP That Doesn't Break At Scale
Growing an MSP isn't easy. Just ask Rex Frank - he's helping thousands of MSPs grow in his role as VP, Academy at Pax8. Rex Frank didn’t just wat…
Strategic Vendor Partnerships Lead to MSP Success
Author: Carrie Richardson, Co-Founder, Fox & Crow Group With Insights from Eric Roach, SVP Global Sales & Marketing, Dropsuite Last Updated: December 14, 2025 If you're a mature managed service prov…
Maximizing Vendor ROI at Pax 8 Beyond 2025
There are two kinds of vendors at Pax8 Beyond: the ones who show up and hand out koozies—and the ones who leave with real pipeline. Aaron Peterik, Director of Channel at Zero Networks, knows the diffe…
Event Marketing Strategies for MSPs: How CyberFox Builds Pipeline Through Relationships, Not Gimmicks
When done right, event marketing creates more than just leads—it creates momentum. At Pax8 Beyond 2025, CyberFox CMO Mark Sokol offered a behind-the-scenes look at how his team turns conference atte…
Make It Memorable - Shared Moments Beat Swag in MSP Event Marketing
How Evergreen Wins at Pax8 Beyond with Memorable MSP Marketing Turning conversations into connections—and connections into community. By Carrie Richardson Cork is a sponsor of Pax 8 Beyond 2025 Pax 8 Beyond 2025 is shaping up to be the marquee MSP event of the year. With 3,500+ attendees…
Fixing Outsourced Lead Generation for MSPs
When your managed IT services business has hit a plateau at or near $2 million in annual revenue, it can feel like you're working twice as hard for half as much. If you’re considering outsourced lead …
Buying MSP Leads Wastes Time and Money
Most MSPs start their sales journey the same way: buy a prospecting list, start cold outreach, and hope for the best. It seems logical. Why spend hours finding leads when you can pay for a ready-made…
Scaling an MSP Post Acquisition with Fox and Crow Group
When two managed service providers (MSPs) merge, they bring together their strengths—customer bases, technical expertise, and operational efficiencies. However, one of the biggest challenges post-me…
How I Learned Cold Calling For MSPs
Cold calling for MSPs is still working, and it's winning new logos for MSPs every day. Author: Carrie Richardson, Co-Founder, Fox & Crow Group Date Published: Feb 25, 2025 Date Updated: March 2, 2026 …
MSP CRM Data Integrity
Your MSP CRM is likely filled with a goldmine of opportunities, if only you could tap into it more effectively! Good data management and data integrity in your CRM isn't just a technical nice-to-hav…
Legacy Planning
-with insights from Mark Chamberlin, Orange County's "Give Back Advocate" For decades, you were somebody. You built a business, led teams, and made big decisions. Your phone rang constantly, your inbo…
How We Sell Managed IT
365 Technologies, a Managed Service Provider (MSP) based in Canada, offers innovative IT solutions with a focus on reliable customer service and business growth. The MSP has grown by over 86% in th…
Pumpkin Plan for MSPs With a Contract Exchange Platform
> “One of the tasks was to essentially apply that Pumpkin Plan where he needed to look at their book of business and their P&L, identify customers that needed to be pruned so that the more flourishing…
Common MSP Staffing Challenges
Managed Service Providers (MSPs) are facing a staffing crisis. Finding, training, and keeping skilled technicians has become one of the biggest hurdles in the industry. Help desk roles, in particular,…
How Brightworks IT Built a Repeatable MSP Sales Process
See how Brightworks IT built a repeatable MSP sales process, achieved its two strongest growth years, generated 8+ monthly FTAs per rep, and helped its owner semi-retire.
Free Sales Course for MSPs
Ian Richardson believes you can change the world as an MSP, but only if you can catch the attention of the people building the backbone of the economy: the small business owner.(EMBED video snip from…
How MSPs Can Close New MSP Deals at ASCII Edge 2025
MSP sales shouldn’t be this hard—but for most MSP owners, it is. If you’re relying on referrals, struggling to close deals, or getting ghosted after the pitch, you’re not alone. Most MSPs hit a wall…
Content Marketing Strategy for MSPs
Last year, Carrie was featured in Authority Magazine in an article about "Self Made Women." This is an excellent example of how Carrie's content marketing strategy positioned her as an expert and won …
Three Keys to MSP Prospecting Success
-By Ian Richardson, Principal Consultant, Fox & Crow Group - Configure Your Infrastructure Before Campaign Launch - Build the Right Lead List - Track Data Effectively in a CRM Let’s be real: launching…
Operationalizing Trust with Andrew Moore
In the world of managed services, building trust is often seen as the responsibility of the owner or lead engineer. But as Andrew Moore, founder of Ridgeview Advisors, points out, "If you operationali…
MSP Prospecting Strategy
Author: Carrie Richardson, Co-Founder, Fox & Crow Group Date Published: October 23, 2024 Last Updated: March 2, 2026 An effective MSP prospecting strategy is not about choosing between volume and prec…
Grow A Niche MSP
Building a niche-specific Managed Service Provider (MSP) business can be both rewarding and challenging. By focusing on a particular industry, MSPs can hone specialized skills and become invaluable to…
Building Company Culture From Day One
Building a strong company culture is crucial for long-term success. It’s more than policies and handbooks—culture shapes how employees work, how decisions are made, and how customers feel about your b…
Carrie Richardson Talks MSP Growth with Joey Pinz
At the Liongard Roarcon 2024 Conference in Dallas, TX, Carrie Richardson had the opportunity to sit down with a long-time friend and fellow MSP consulting peer, Joe Pannone - affectionately nicknamed …
Generate More Referrals for MSPs
Looking to generate more referrals for MSPs? Relying on sporadic, passive referrals often leads to a feast-and-famine business cycle for Managed Service Providers (MSPs). Early on, referrals can show …
Building MSP Teams: Culture, Recruitment & Retention
The ability to recruit, retain, and inspire top technical talent can make or break a managed IT services company. John Ahlberg, the founder and CEO of Waident, has successfully navigated these challen…
Grow MSP Business Without Cold Calling
Grow MSP Business Without Cold Calling: A Step-by-Step Guide with Insights from Daryl D'Souza At Fox and Crow Group we know that not every MSP will adopt every process we build, and some MSPs will exp…
Three Steps to a Better MSP Proposal Meeting
MSP Proposal meetings are the moments that determine whether a prospect becomes a new managed IT services client. The difference between a good and a great proposal meeting is preparation, structure, …
MSP Growth Strategy
For any MSP founder planning to grow past a one man band, the need to understand MSP growth strategy is imperative.However, knowing you need to grow and understanding how to do it effectively are two …
Stop Losing MSP Deals
Discover the secrets to stop losing MSP deals and start winning more clients with Ian Richardson's opening keynote at Channel Pro Live in Charlotte; "Stop Losing Deals."MSP business owners will gain v…
Mastering Cold Calling For MSPs Starts With Mindset
Cold calling for MSPs is usually a mindset and attitude issue more than a strategy and tactics issue. The MSP Sales Process shows MSPs how to train first for mindset, then for skillset. Author: Ca…
The Unique Challenges of Visionary Leaders
Visionary leaders are the dreamers, the forward-thinkers who see beyond the conventional and dare to challenge the status quo. While their innovative ideas can lead to monumental changes, being a visi…
MSP Lead Generation Engaging Decision Makers
MSP Lead Generation isn't difficult. It's not easy, but then again - what in business is?Many companies overcomplicate their lead generation process, creating complex cadences, sequences and automati…
Sales Coaching and High Growth Businesses
Kirk Halpern, founder of the Atlanta-based and award-winning business Farmers and Fishermen Purveyors, joined Carrie Richardson on the WIN podcast to share a compelling story of navigating the comple…
MSP Sales Strategies Simplified
Adding new MRR (monthly recurring revenue) is a challenge for all business owners, but if you're the owner of a growing MSP (Managed Services Provider) it is a challenge that must be overcome in order…
Leadership Transitions
Navigating leadership transitions can be a complex and sensitive process for any organization. It requires careful planning, clear communication, and an empathetic approach to ensure stability and con…
Transition from a Lifestyle Business to High Growth Company
Transitioning from a lifestyle business to a high growth company is an ambitious leap that many technology entrepreneurs aspire to make. The shift requires a change in mindset and a strategic overhaul…
Growing An MSP Business
Growing an MSP business in today's dynamic technological landscape requires a blend of strategic planning, customer-centric service, and continual adaptation. In a recent episode of the WIN - What's I…
An Interview With Rodrigo Acuna from IM Financial
Growing in your career often entails a journey of growth, learning, and impactful experiences. Rodrigo Acuna's path from his early days in a startup to his influential roles in investment banking and …
Evaluating Culture Fit in MSP Mergers and Acquisitions
Mergers and acquisitions (M&A) are strategic moves by companies to enhance their market presence, diversify their portfolios, and achieve synergistic growth. However, the success of these transactions…
Leadership Succession Planning with Liongard
In cybersecurity, innovation and adaptability are paramount. Technology is evolving, and so must your leadership.Leadership succession planning is imperative for the long term success of any busines…
The Ideal MSP Exit Plan
Mergers and acquisitions (M&A) are a hot topic at all MSP events this year, and business owners in the space should begin preparing their MSP exit plan as early as possible, especially if they are loo…
An Interview With Pedro Lerma CEO of LERMA/
Pedro Lerma: Redefining Inclusive Advertising for a New America | Fox & Crow Group Pedro Lerma didn’t enter advertising with a mission to change it. He sim…
An Interview with Carlson Choi
In a recent episode of the WIN podcast, host Carrie Richardson sat down with Carlson Choi, CEO of Cork Protection Inc., to discuss the differences between cyber insurance and cyber warranty. Choi's ex…
An Interview with Dave Marcinkowski
Dave Marcinkowski’s story isn’t just about real estate or technology — it’s about vision, resilience, and the power of faith-centered leadership in an unpredictable world. From humble beginnings as a …
MSP Price Objections
I want to talk about every MSP owner or sales leader’s favorite conversation piece. Let’s set the stage. You’re meeting with your client. It could be a routine business review or a meeting they reques…
MSP SLA Guidance
By Ian Richardson, Managing Partner, Fox & Crow GroupDifferentiation in the MSP space is tough to do. Most clients don’t understand technology. Even less enjoy it. One of the most common items to come…
Ian Richardson Featured in ChannelPro Network
Ian Richardson, Founder and Managing Partner of Fox and Crow Group was featured in ChannelPro Network this week in their ChannelWise "Ask the Expert" series.ChannelWise is a platform that allows MSPs …
Predictable MSP Referrals
By Ian Richardson, Principal Consultant & Managing Partner, Fox & Crow Group LLCEverybody loves a good referral. They’re already convinced they need your help. That opportunity is yours to lose.There …
MSP Social Media Marketing
A common question we're asked is "does social media for work for MSPs?" The answer is - like everything -"it depends." Let me start with the truth: I don’t use Facebook, Instagram, or TikTok. I th…
MSP Project Rework kills growth
By Ian Richardson. Principal Consultant & Managing Partner. Fox & Crow GroupI speak with a lot of MSP owners each week. Some want to grow their MSP. Some want to sell it. Some are sick of running it a…
MSP Exit: Everyone Exits from their MSP
An MSP Exit Strategy begins with accepting one unavoidable truth: every MSP owner exits eventually. You may sell, merge, hand the business off, or shut it down—but one way or another, there is always …
MSP Sales Process protects margins
Mature MSPs have already learned what I'm going to share in this article today. This one comes from a question that crossed my desk on social media, and it’s a question I’ve heard more times than I ca…
MSP Project Kickoff Calls
By Ian Richardson, Principal Consultant, Fox & CrowAn interesting question ran by my social channels the other day. The basis of the question was how to kick off an MSP project with a client. They wer…
MSP Client Concentration
By Ian Richardson, Principal Consultant, Fox & CrowPreparing to sell a managed services provider is hard work. You must get your house in order in every sense of the word. - Customer contracts - Emp…
Do you need Marketing at your MSP
By Ian Richardson, Principal Consultant, Fox & CrowI speak with a lot of managed service provider owners who "need marketing." Need is such a strong word. Need implies necessity – without it we won’t …
Why MSP Marketing Efforts Fail
By Ian Richardson, Principal Consultant, Fox & CrowManaged services providers struggle with marketing efforts. There are dozens of “experts” all preaching different strategies. Everyone has the “right…
Culture and Core Values
By Ian Richardson, Principal Consultant, Fox & Crow GroupCore Values are a powerful strategic planning tool. Properly implemented, they define behavioral expectations for your company. You can use the…
MSP Sales Discovery Success
MSP sales discovery is the structured process of uncovering a managed I.T. services prospect’s operational challenges, business impact, and decision criteria through intentional questioning, silence, …
Longform Content Strategy
By Ian Richardson, Principal Consultant, Fox & CrowContent creation is hard work (even with the advances in AI technology) and longform content strategy is an important skill to master when you're add…
Cost of an Opportunity
By Ian Richardson, Principal Consultant, Fox & Crow GroupOpportunities are exciting – everyone enjoys a good opportunity. Building something new. Momentum and the associated excitement as a project ta…
Content Creation requires Process
Process lets anyone do any job, and marketing content creation is no different.Effective, documented process pays its weight in gold. - You can plan organization resources allocation. - You set expect…
Thought Leadership Presentations
By Ian Richardson, Principal Consultant, Fox & Crow GroupInspired by Thursday Process with guest Scott Wright, Click Armor The dreaded topic of public speaking – you either love it or hate it.I’ve yet…
Strategic Planning Facilitators
By Ian Richardson, Principal Consultant, Fox & Crow GroupInspired by Thursday Process with guest Paul Azad, Service Tree Strategic planning starts with problems, beliefs, and desires. That room of lea…
Growing your LinkedIn Network
Growing your LinkedIn Network By Ian Richardson, Principal Consultant, Fox & Crow Inspired by Thursday Process with guest Scott Wright, Click Armor “Why do I need to focus on growing my LinkedIn Netwo…
Employee Feedback Holds CEOs Accountable
By Ian Richardson, Principal Consultant, Fox & CrowInspired byThursday Processwith guestEmily Glass, CEO ofSyncro Sir Richard Branson said: > “If you take care of your employees, they will take care o…
Recognizing MSP Opportunities
By Ian Richardson, Principal Consultant, Fox & Crow Group LLCRecognizing opportunities is a key entrepreneurial skill set. Like any skill, you must practice and hone it to recognize mastery. If we loo…
Marketing with a Theme
By Ian Richardson, Principal Consultant, Fox & Crow Inspired by Thursday Process with guest Taher Hamid, MSP Camp Starting marketing is a bear of task. If marketing efforts fail, the impact is massive…
Culture of Accountability
By Ian Richardson, Principal Consultant, Fox & CrowBack when I ran my I.T. shop, I found a lot of fear of blame. There's always a "problem of the day." Whatever it was - people didn't want to own it."…
Creating Company Culture
Creating company culture is hard. Ask 10 people and you’ll get 10 different ideas on how to do it. The good news: you can build and improve company culture with a repeatable process. You can do it wi…
The Basics of Pitch Decks
By Ian Richardson, Pricipal Consultant, Fox & CrowInspired by Thursday Process with guest Zach Eikenberry, Hook Security When you’re launching and building a company, you have two strategies with rega…
When MSPs Walk Away From A Sale
Most MSP owners feel pressure to say yes to any revenue opportunity, especially when it comes from existing clients. But not every sale is a good idea for your MSP. This article explains when a mature…
MSP Interruptions kill Productivity
By Ian Richardson, Principal Consultant, Fox & Crow Group My wife loves shiny things. I mean that literally — sequins are her superpower. But I also mean it metaphorically. Carrie thrives in the spac…
Good Management is Opportunity Focused
By Ian Richardson, Principal Consultant, Fox & Crow Group Peter Drucker wrote that the sign of "effective" management is when managers spend their time focused on opportunities. Those opportunities ge…
IT Sales Consulting and MSP Change Readiness
 Organizational change is hard. No qualifier here—we expect change to be “easy-peasy lemon-squeezy” when in reality, change …
Unified Vision: Vision is management's number one priority
By Ian Richardson, Principal Consultant, Fox & Crow Group I'm a big fan of Peter Drucker. Many people — myself included — refer to him as the Godfather of Management. His influence on the field is…
Is my MSP value proposition correct?
By Ian Richardson, Principal Consultant, Fox & Crow Group I “grew up” in the Information Technology industry. My first job was at Lansing Community College in Michigan, working days to pay for night c…
Upset Customers
Upset customers sink a business relationship faster than icebergs introducing themselves to the Titanic at a dinner party. Those lost customers never failed to give me massive heartburn: - How am I go…
M&A Culture Due Diligence
By Ian Richardson, Principal Consultant, Fox & Crow Group Inspired by Thursday Process with guest Mark Shaw, CEO of Stored Tech “This is awesome. This will be amazing. I love this person/company, they…
Effective Communication
By Ian Richardson, Principal Consultant, Fox & Crow GroupInspired by Thursday Process with guest Emily Glass, CEO of Syncro One of the biggest roadblocks at my old MSP was communication. Upset client …
7 Tips for MSP Business Success
MSP Business Success means something different to everyone. A day one MSP might have completely different goals than the owner of a 10M MSP looking to exit. The basic principles of business success…
Opportunity in Crisis
How to help clients see opportunity inside a crisis without dismissing their frustration — a process for refocusing the conversation with empathy.
How to Build a Sales Process
A definition, an outline, and step-by-step detail for a repeatable sales process — from marketing handoff through discovery to delivery.
Red Ocean vs Blue Ocean Strategies
Displacement sales versus disruption sales, and the questions to ask customers and prospects to know exactly what content to create next.
Actionable Idea Checklist
The questions to answer before filing an idea away — scope, cost, customer impact, and competitive landscape — plus who to run it by.
Opportunity Strategy Checklist
A stoplight-rated checklist of who to consult — leadership, key customers, industry peers, and the execution team — before pursuing a new opportunity.
Problem Solving Checklist
A red-yellow-green checklist for whose perspective to gather before solving a problem — team leaders, team members, customers, peers, and leadership.
Gathering Customer Perspective
Assumption validation, NPS surveys, company events, and routine surveys — four field-tested methods for gathering real customer feedback.
Customer Experience
Four kinds of internal perspective get plenty of attention. Customer experience — the one that actually pays the bills — usually doesn't.
Gathering Perspective
Five caveats for gathering perspective well — from documenting it immediately to remembering that no single source of truth exists.
Business Perspective Is Your First Step
Tom Paterson's rule was "perspective before planning, always." Why gathering perspective before acting produces better outcomes than speed alone.
Business Planning Perspective
Why Fox & Crow Group builds every strategic conversation around the StratOp process — and a preview of everything in the Perspective content series.
Fix Toxic Culture Before It Becomes Permanent
Unstated expectations are the root of most toxic culture. Five simple steps to make expectations explicit before they quietly poison a team.
Vision Building Can Fix Motivation Problems
IT support burns people out fast. How building a mission, core values, and a real vision statement fixed a motivation crisis that pay and perks couldn't.
Collecting Data For Business Analysis
Collecting every data point you can isn't a strategy. Four steps for turning collected data into something an organization can actually act on.
Considering Patterns and Trends
Chaos theory, the butterfly effect, and why pattern-and-trend recognition — not raw data — is what actually reveals your organization's real risks.
Holding Outsourced Partners Accountable
'Do it myself' doesn't mean doing the work — it means holding the accountability baton. A process for keeping outsourced partners on track.
6 Steps for Action Plans
Perspective, sequencing, impact, budget, and a final scrub — a 6-step action plan framework built on the Paterson StratOp™ methodology.
Stoplight — A Universal Metric Measuring System
A red-yellow-green system that replaces 'everything's fine' with a shared language for tracking any business metric.
Your Idea Drawer
Borrowed from Walt and Roy Disney — a simple system for capturing business ideas you can't act on yet, so nothing gets lost.
Cheerleading Your Vision
Vision communication is a stuck task at the top of the org chart. Six lessons on consistency, clarity, and repetition that make it stick.
Employee Reviews: Building a Process That Actually Works
A plateaued IT company and a broken review process — the KPI-driven, role-owned system that fixed both, in eight parts.
Choosing Core Values That Actually Mean Something
Values are an interesting part of business planning, culture, and communication strategy. A 7-step method for choosing core values that hold up, from the funnel method that worked at Doberman Technologies.