The IT Experts Podcast

• EP250 – Milestones That Matter After 250 Episodes with Ian Luckett & Stuart Warwick

  In this special episode Stuart and I take time to reflect on the milestones that have shaped our partnership, our clients, and the Growth Hub as a whole. We start right at the beginning when we first met. It was late in the Covid period and what started as a one-to-one conversation quickly turned into something much bigger. We realised that our values aligned, that our different personalities and skills would complement each other, and that together we could help more people, change more lives, and have a greater impact. That first milestone of recognising the power of working together has been the bedrock of what we do today.  We talk about how important it is for MSP owners to think about partnerships in their own business. Whether you are bringing in a shareholder, working with a potential acquisition partner, or developing your senior leadership team, you need both shared values and complementary skills. Stuart and I are very different in pace, approach, and thinking, but those differences have made the Growth Hub stronger. For MSPs the lesson is clear. Build a team where everyone brings something different to the table but is pulling in the same direction.  Another milestone was the integration of our frameworks, models, and clients. We both had our own ways of working and separate groups of clients when we joined forces. Instead of keeping things divided we decided to combine everything. We pulled together our systems, refined the content, and aligned everything around one shared approach. That was when the Scale with Confidence system really began to evolve. We also brought all our clients together, regardless of what they were paying at the time, and focused purely on delivering massive value. For MSP owners this mirrors what happens when you go through M&A or team integration. The milestone is not only in joining the businesses together but in aligning values, streamlining systems, and creating a single powerful client journey.  We also highlight the milestones in our marketing journey. Marketing to MSPs is not easy because you are busy, your world is changing quickly, and you are bombarded with content every day. What has made the difference for us is listening to what you tell us. Whether it is in coaching calls, events, or informal conversations, we listen to the problems MSP owners share and we turn those into practical content. That has led to a marketing machine that attracts the right people at the right time and makes sure we are having conversations that matter. The lesson here for MSPs is not to overcomplicate marketing. Think about how your clients want to be communicated with, meet them where they are in their journey, and build the right content to help them take the next step.  One of the most powerful milestones we discuss is the importance of future vision. Every MSP business will be sold one day. Whether you plan for it or not, whether it is to employees, family, or an external buyer, the day will come. The milestone is realising that you need to be building a saleable business today if you want to maximise value tomorrow. That means strong systems, predictable recurring revenue, clear leadership, and transferable value. Many MSP owners put this off until it is too late. The shift comes when you deliberately start to build a business that has value beyond you as the owner.  In this episode Stuart and I also share how our vision goes beyond the Growth Hub. We both have personal connections to supporting people with special needs and we are building towards creating a supported living initiative as part of our long-term legacy. That north star keeps us focused and reminds us that the work we do with MSPs is not only about revenue growth and EBITDA multiples. It is about creating businesses that enable owners to live their lives with purpose and choice.  250 episodes in, we are still as energised and committed as ever. The milestones so far have been significant, from our first meeting, to building the Growth Hub, to refining our frameworks, to helping dozens of ambitious MSPs scale with confidence. The future milestones are even bigger. Whether that is supporting more MSPs to reach the one million mark, helping those already there to accelerate to five million, or preparing owners for successful exits, our focus is clear.  We finish this episode by raising a glass to you, our listeners, clients, and supporters. Thank you for being part of this journey and for sharing your feedback, ideas, and encouragement. This podcast would not exist without you. Here is to the next 250 episodes, to more milestones that matter, and to helping even more MSP owners build businesses that give them freedom, impact, and fun.  Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.  Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK  And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.  OR   To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I’ll catch up with you soon! 

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• EP249 - From License Costs to Lasting Value - Mastering M365 & Copilot ROI with Phil Hames and Ian Luckett

  Phil explained that Microsoft has made Copilot a central part of its roadmap. This means MSPs cannot afford to sit back and wait. If you are not leading your clients into Copilot, someone else will. That could mean losing accounts that you have worked hard to win. Phil shared how his own business moved from experimenting with ChatGPT into fully embedding Copilot across their development and operations. By doing so, they cut development cycles down to a fraction of the time. What used to take ten days is now done in a single day. That sort of productivity gain is not about gimmicks, it is about efficiency, growth, and having more capacity to serve clients better.  One of the big themes from our conversation was the need to link Copilot to ROI. Phil Hames emphasised that clients do not care about the tech in isolation, they care about outcomes. If you are speaking to an MD or FD, the language is about time saved, money protected, and revenue increased. A great example Phil shared was a systems integrator who said without Copilot he would need two assistants to handle the workload. That is the kind of proof point that matters in boardroom conversations. If MSPs focus on ROI, then Copilot becomes a way to open up strategic sales conversations instead of ending up as small talk at events.  We also talked about how to use Copilot to create professional service opportunities. Too often, MSPs risk giving it away by showing the wow factor without packaging it up. Phil outlined how readiness assessments can form the foundation. By reviewing secure scores, checking for malware, ensuring data backup practices are solid, and highlighting user adoption gaps, you immediately move the discussion into risk management and ongoing service delivery. He explained that the average secure score across Microsoft 365 tenants is barely above 50 per cent, and only a small minority get above 70 per cent. That means the majority of businesses are leaving themselves exposed. By positioning Copilot readiness alongside security and compliance, MSPs can frame projects that deliver real value and recurring service opportunities.  One of the most powerful ideas from Phil Hames was how to approach Copilot not as a standalone toy but as part of the wider Microsoft stack. That means choosing strategic projects with clients, solving real problems with measurable outcomes, and then wrapping managed services around them. He shared the story of an agricultural business that used AI to transform their call handling process. By capturing information automatically, decisions could be made faster, response times improved, and fewer staff were needed to handle the same volume. That is where Copilot creates ROI. MSPs who take this approach will have clear case studies to take to prospects and new markets.  We also explored the risk conversation. Many MSPs worry about how to move from talking about features to talking about business value. A practical way is to ask a client to outline their biggest business risks. If IT is not near the top, that raises alarms in itself. By integrating Copilot into this discussion, MSPs can highlight how unprotected data, misconfigured SharePoint access, or weak security controls can turn new AI functionality into a huge vulnerability. As Phil put it, switching on Copilot without readiness is like leaving the office door wide open overnight. This makes the need for ongoing management, monitoring, and support services absolutely clear.  Phil also encouraged MSPs to think about specialisation. If you build a Copilot project in one sector, do not reinvent the wheel for the next client. Package it up, document it, and replicate it across similar businesses. This approach means MSPs can build repeatable services, increase margins, and create frameworks that scale. It is the same principle as writing a book that sells thousands of copies instead of a single edition. By niching down, you can become the go to provider for that sector’s AI and Copilot needs.  As we wrapped up the conversation, Phil Hames outlined three clear actions for MSPs. First, use Copilot internally so you have credibility and real stories to share. Second, package your offering so it is not only about licences but about readiness, adoption, and measurable usage. Third, keep ROI at the centre of every conversation. Without showing return on investment, clients will not stay engaged and you will miss the chance to build lasting value.  This episode was packed with practical insight that every MSP can take away. Copilot is not a passing trend, it is a core part of Microsoft’s future and therefore a core part of the MSP service stack. If you approach it with the mindset of ROI, risk management, and repeatable solutions, then it becomes a gateway to bigger projects, stronger client relationships, and more profitable services. Phil Hames summed it up perfectly: if you are not in AI, how are you going to be in IT? It is time to embrace Copilot, not as a gimmick, but as a tool for growth, security, and long term client value.  Reach out to Phil Hames by visiting the TBSC website, just click HERE, or you can also email him directly at [email protected]  Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.  Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK  And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.  OR   To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I’ll catch up with you soon!   

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• EP248 – Why You Must NEVER Use AI In Your MSP! with Jamie Claret & Ian Luckett

  We began by talking about the misconception that AI is a silver bullet that can be dropped into any MSP and instantly transform it. Jamie explained that AI on its own is like a brain in a jar, full of potential but not connected to anything. Automation on the other hand is like the hands, the part that does the work. When you combine the two, you get intelligent automation and that is where the real business value sits. The challenge for MSPs is not to get caught up in the marketing hype but to understand what AI really is and how it can be applied in practical ways to drive efficiency and profitability.  Jamie shared his perspective from running his own MSP for more than 25 years and highlighted that most MSP owners are being bombarded with terms like AI, automation, and intelligent automation without any clear definitions. He broke it down simply, helping us see that the language being used is part of the problem. Clients often say they want AI to solve something, but in reality, they mean automation. This is why clarity is so important for MSPs if they want to build trust with their clients and not get lost in the buzzwords.  One of the strongest points in the conversation was that AI will not fix a broken process. If your MSP has unclear or inefficient processes, then adding AI or automation on top will only make a bad situation worse and faster. Jamie encouraged MSP owners to start by mapping out their processes clearly, whether that is on a whiteboard or with sticky notes on a wall. Get the people who are involved in those processes to contribute so that you build an accurate picture of what really happens in your business. Only then can you decide which parts of the process could benefit from automation and where AI might add intelligence.  We also talked about the need for MSPs to adapt. Internally, MSPs need to be using automation and AI to improve the way they work, because competitors are already doing so. Externally, MSPs need to be ready to support their clients with education, guidance, and delivery of AI solutions. If they are not, then clients will go elsewhere and potentially move their entire IT relationship with them. The message was clear: adapt or risk being left behind.  Another important area we explored was the role of people. There is a fear that lower-level engineering roles in MSPs will disappear because AI and automation will take them over. Jamie’s view is that while some tasks will be automated, the human element will always remain essential. Clients want to hear a human voice, particularly when something goes wrong, and they want to feel reassured that someone is standing alongside them. This is what builds trust and delivers the kind of service experience that creates long-term loyalty. Automation and AI should be used to enhance productivity and free up time for teams to focus on more valuable work, not as a replacement for people.  Jamie also shared practical advice for MSPs on where to start. Do not attempt to automate the most complex processes first. Instead, look for low complexity and high benefit wins. These might be gathering information into systems or notifying clients of ticket progress. These areas are often simpler to automate and can deliver quick results, creating momentum for bigger changes later on. He explained his gains methodology that looks at gathering, action, intelligence, and notify steps in processes, with the best starting points often being the gathering or notifying stages rather than jumping straight into the intelligence part.  We closed the conversation with some reflections on the future of MSPs in a world increasingly shaped by AI. Jamie’s prediction is that MSPs will either embrace automation and AI as part of their service or risk being displaced by companies who do. He also believes there will be a convergence, where clients expect MSPs to deliver both IT support and automation services. Those MSPs who can educate their clients, deliver meaningful improvements, and keep the human touch will thrive.  This episode is a powerful reminder that AI in your MSP is not something to fear but something to understand properly. If you approach it with clarity, focus on your processes, involve your people, and take it step by step, then you can harness its potential to create a stronger, more efficient, and more valuable business. AI is not a magic fix, but in the right hands and with the right mindset, it can be a game changer for MSPs who are willing to adapt and lead their clients with confidence.  Connect with Jamie Claret through his LinkedIn HERE or if you want to learn more about Autonomate, feel free to visit their website HERE  Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.  Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK  And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.  OR   To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I’ll catch up with you soon!  

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• EP247 – The Do’s and Don'ts of MSP Marketing with Neil Shaw and Ian Luckett

  Neil is not someone who talks theory without having walked the walk. With over 30 years in the IT industry, including seven and a half years running a highly successful MSP in the East Midlands, Neil has experienced the highs, the challenges, and the pivotal moments that make all the difference when scaling a business. His MSP grew to around 300 clients, a 35-strong team, and was turning over close to £5 million by the time he exited earlier this year. Now through MSP Clarity, Neil helps other MSP owners gain the direction and focus they need to grow and scale effectively.  We dig into the lessons Neil wishes he had applied earlier and the big shifts that brought the most impact. One of his strongest messages is the need to define your offering early and price it with structure. Too many MSPs start with finger-in-the-air pricing, lose track as clients scale, and fail to set clear rate cards. Neil also stresses the value of building your brand and tone of voice early, getting clear on who you serve, why you serve them, and how you communicate that. He is adamant that MSP Marketing is not about vague “we do IT” messages or chasing every business with a computer, but about being specific and showing genuine understanding of your target market. In his case, focusing on accountants and solicitors played to his team’s strengths and created a reputation that brought in higher quality leads.  We explore the pitfalls MSPs fall into, including relying solely on referrals, neglecting their websites, using fear-based tactics, overpromising and underdelivering, spamming LinkedIn messages, and failing to follow up leads consistently. Neil explains why traditional marketing often fails for MSPs, and why the key is building a long-term journey for prospects with consistent, value-adding touch points. The most successful MSP Marketing is about staying visible and relevant over time, understanding that some prospects will take months or even years to convert. He also highlights the importance of making the most of your existing client base, tracking what products or services they are not yet buying from you, and approaching them with solutions that genuinely improve their business.  We then move into Neil’s top do’s for MSP Marketing, starting with defining your ideal client profile and focusing on business outcomes rather than tech specs. He champions the use of case studies and testimonials as powerful social proof, creating helpful educational content to empower clients, and leveraging tools like local SEO and Google Business profiles to make it easier for people to find and trust you. He is a big believer in building strong referral and partner programmes, using LinkedIn for consistent outreach and brand building, and nurturing leads with purposeful email sequences that move them closer to a decision. Throughout, Neil emphasises the need to track the metrics that matter and to align marketing with your sales process so that what is promised is delivered exactly as expected.  What comes through clearly in this conversation is that good MSP Marketing is not about gimmicks or quick wins. It is about clarity, consistency, and doing the basics exceptionally well. Neil’s advice is to know your market, communicate clearly, keep showing up, and make every client interaction a demonstration of the value you bring. His three closing tips are to use a whitespace matrix to uncover quick wins with your current clients, niche down to the sectors you enjoy and excel in, and simply keep doing the job you are paid to do better than the competition.  Whether you are just starting to build your marketing strategy or you are looking to refine and scale what is already working, this episode is packed with practical tips you can apply straight away. Neil Shaw’s experience and straight-talking approach make it a must-listen for any MSP owner serious about creating marketing that actually delivers results. If you are ready to cut through the noise and focus on what really works in MSP Marketing, this conversation will give you the clarity and confidence to make it happen.  Reach out to Neil Shaw by sending him an email at [email protected] or connect with him on LinkedIn by clicking HERE.  Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.  Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK  And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.  OR   To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I’ll catch up with you soon!   

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• EP246 – Why Slowing Down is the Fastest Way to Scale – Success Stories with Mark Stevens & Ian Luckett

  From the outset, we explored the pressures and mental blocks that many MSP owners face when trying to scale their business. Mark spoke openly about the fears that hold MSP leaders back, especially those “little voices” in our heads that tell us to stick with what we know. These ingrained habits often stem from childhood or past experiences and can sneak into the way we lead, even if they no longer serve us. Mark shared a great story about how, despite knowing it made little sense, he still puts his teacup away upside down because that’s the way his nan did it. This idea of unconscious habits translates directly into MSP businesses. Far too many business owners find themselves stuck in ways of working simply because “it’s always been done that way.” This can be a huge barrier to scale.  Mark opened up about his own journey as an MSP owner, and the shift he had to make from being the technical doer to becoming a real leader. He described how easy it is to fall into the trap of thinking you have to control everything, which is often rooted in ego. It takes real self-awareness to admit you cannot do everything yourself if you want your MSP to scale. Mark recommended reading “Ego is the Enemy” to anyone in a leadership position. He pointed out that while confidence gets you started, ego can hold you back, especially when it comes to recruiting and trusting new team members. If you want to scale your MSP, you need to learn to delegate, trust your team, and stop micromanaging. It is only when you truly let go and empower others that the business can scale without you being the bottleneck.  One of the major breakthroughs Mark discussed was the moment he realised that rapid staff turnover was blocking his ability to scale. After the instability of COVID, Mark’s MSP was not set up for sustainable monthly recurring revenue, and this created a lot of stress and financial pressure. When he looked back 18 months ago, he saw that the key to unlocking scale was not charging ahead with sales or new projects, but actually slowing down and building a solid foundation with the right people, processes, and a strong people-first culture.  Mark stressed the importance of getting clear on your vision, mission, and values as an MSP. He explained that staff retention and engagement skyrocketed when he invested time in making these principles central to his business. He shared how regular “staff rhythm and review” sessions became a game changer. Instead of the old three-month probation, new staff now get a six-month induction and then join quarterly reviews that align with company objectives. Every team member knows how their work supports the bigger picture. Mark has seen first-hand how this level of clarity helps an MSP scale faster, because the team are all moving in the same direction and feel valued.  Another powerful tip was the need for welfare checks and genuine care for staff wellbeing. Mark talked about introducing regular check-ins, recognising when someone is struggling, and creating a safe environment for people to speak up. This shift away from the old “get on with it” mentality, which so many MSP owners grew up with, allows team members to bring their best selves to work and prevents issues from growing in the background. A happy, motivated team is the heartbeat of any MSP, and looking after your people is one of the fastest ways to scale.  Throughout the episode, we discussed how letting go of old habits and beliefs, trusting your team, and investing in leadership development are all non-negotiable for any MSP owner wanting to scale. Mark’s story shows that real scale happens when you slow down, review the bottlenecks in your business, and then deliberately build systems and accountability around them. He shared examples of how this approach improved everything from customer satisfaction to quotation processing, quality control, and ultimately staff retention. The result is not only a more productive business, but one that people genuinely want to be part of.  We wrapped up with Mark’s three top tips for any MSP owner ready to begin their own journey to scale. First, find someone you respect to give honest feedback on your leadership style and be willing to listen. Second, have vulnerable, open conversations with your team and do not be afraid to make tough decisions if the fit is not right. Third, make your workplace enjoyable, people-centred, and share the vision with everyone. Mark’s journey is proof that slowing down is not a sign of weakness, but the fastest way to truly scale your MSP. His story reminds us all that when you look after your people, build great systems, and keep your ego in check, scaling your MSP becomes not just possible, but inevitable. Make sure to check out our Ultimate MSP Growth Guide, a free guide that walks you through a proven process to take your MSP from stuck to scalable, without working even more hours. It’s 44 pages rammed with advice, insights and inspiration to help you decide what support is available to you now if you want to grow and scale your business. Click HERE to get your copy.  Connect on LinkedIn HERE with Ian and also with Stuart by clicking this LINK  And when you’re ready to take the next step in growing your MSP, come and take the Scale with Confidence MSP Mastery Quiz. In just three minutes, you’ll get a 360-degree scan of your MSP and identify the one or two tactics that could help you find more time, engage & align your people and generate more leads.  OR   To join our amazing Facebook Group of over 400 MSPs where we are helping you Scale Up with Confidence, then click HERE  Until next time, look after yourself and I’ll catch up with you soon!   

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