The Managed Service Provider (MSP) ecosystem is rapidly evolving. From the surge in private equity interest to growing operational complexity, MSPs need to adapt swiftly to remain competitive. That’s where voices like Carrie Lynn (Simpson) Richardson shine. In her recent appearance on the Joey Pinz Discipline Conversations podcast, Carrie shared practical advice for MSPs looking to grow smartly and sustainably.
Here are five actionable strategies every MSP can implement now to improve their trajectory:
1. Clearly Define Your Value Proposition
According to Carrie, one of the most overlooked fundamentals in MSP growth is clarity in your value proposition. Many MSPs offer similar services, so what sets yours apart?
“You must know what you’re offering, who it’s for, and why you’re the best at it,” Carrie emphasizes.
Build messaging that resonates with your ideal client profile (ICP). Whether you specialize in compliance-heavy industries like healthcare or you’re the go-to for cloud optimization, make it clear and specific.
2. Streamline Operations for Scalability
Carrie points out that internal inefficiencies are growth killers. If you’re spending too much time managing tickets, juggling disconnected tools, or dealing with unstructured processes, growth will stagnate.
She advises MSPs to:
Standardize documentation.
Automate repetitive tasks.
Implement effective RMM and PSA tools.
Leverage SOPs for consistency across service delivery.
The more streamlined your operations, the more room you have to scale profitably.
3. Understand the Private Equity Game
With increased interest from private equity (PE) firms in the MSP space, Carrie urges leaders to educate themselves on how PE operates. Whether you’re planning to sell, partner, or simply want to understand valuation dynamics, being prepared makes you a stronger business leader.
Know the difference between growth equity and a strategic exit. Know your numbers—ARR, client retention, EBITDA—and what levers PE groups look for when evaluating an MSP.
4. Invest in Your People
No growth strategy works without the right people. Carrie’s approach places a premium on hiring, training, and retaining talent. This includes:
Creating professional development plans.
Offering clear growth paths within the organization.
Aligning staff with company culture and values.
“Your team is your product in this business,” she says. Strong culture and aligned talent drive client satisfaction and long-term growth.
5. Don’t Be Afraid to Reinvent
The MSP landscape is no longer static. Cybersecurity, compliance, AI, and customer demands are shifting fast. Carrie’s final message is: stay flexible. Reinventing your offerings or pivoting your strategy isn’t a sign of weakness—it’s a signal of resilience.
“Agility is the modern MSP’s superpower,” she notes. Whether that’s entering a new vertical or packaging services differently, always be prepared to evolve.
Carrie Lynn (Simpson) Richardson offers a clear roadmap: define your value, tighten your operations, understand your financial positioning, empower your team, and adapt to change. These strategies aren’t just aspirational—they’re executable.
If you’re an MSP leader seeking sustainable growth, Carrie’s playbook provides the structure and mindset needed to scale in today’s dynamic environment.
