The Three Keys to MSP Prospecting Success
-By Ian Richardson, Principal Consultant, Fox & Crow Group
There are three keys to MSP Prospecting Success:
- Configure Your Infrastructure Before Campaign Launch
- Build the Right Lead List
- Track Data Effectively in a CRM
Successful MSP Prospecting Campaigns Require Preparation
1. Configure Your Infrastructure Before the Campaign Launch
Here’s the thing: you can’t run a race if your shoes are untied. For MSP prospecting, “tying your shoes” means having your infrastructure ready to go.
- Phone systems: Is your VoIP solution reliable? Dropped calls kill deals before they start.
- Email systems: Check your deliverability. Use tools to authenticate your domain with SPF, DKIM, and DMARC.
- Calendaring tools: Integrate your calendar with your scheduling software. Make it easy for prospects to book time with you.
- CRM setup: More on this later, but ensure it’s configured before Day 1.
2. Build the Right Lead List
A great campaign starts with great data. Bad leads waste time and tank morale. You need a lead list that aligns with your goals.
- Define your ideal client profile (ICP): What industries do you serve best? What size companies fit your model?
- Source quality data: Free lists often have outdated or wrong information.
- Segment your list: Tailor your messaging by breaking leads into segments like industries or job titles.
3. Track Data Effectively in a CRM
If you’re not tracking, you’re guessing. A CRM isn’t just a database—it’s your sales playbook. Everything about your MSP prospecting campaign should flow through it.
- Log everything: Calls, emails, meetings, and follow-ups.
- Use automation wisely: Set up email sequences and task reminders.
- Measure what matters: Track metrics like response rate, conversion rate, and cost per lead.
