🚀 8 Growth Lessons from CallTower’s William Rubio Every MSP Should Apply

Episode #747 of the MSPi PrimeCast

In an era where technology evolves faster than ever, MSPs face an ongoing challenge: how to grow sustainably while keeping focus and profitability intact.
William Rubio, Chief Revenue Officer at CallTower, believes the answer lies not in doing more—but in doing what matters better.

Through disciplined leadership, strategic partnerships, and clear customer ownership, Rubio’s approach shows MSPs how to simplify operations, strengthen client relationships, and scale with purpose.

Here are eight growth lessons from William Rubio that every MSP can apply right now.

1️⃣ Master One Thing Before Expanding

Many MSPs spread themselves too thin, trying to be experts in every service area. Rubio urges providers to specialize first, then partner for expansion.
By focusing on core strengths and relying on trusted vendors for complementary offerings, MSPs can protect margins and deliver exceptional value.

💡 MSP Action: Identify your three highest-margin services and make them the foundation of your growth strategy before adding anything new.

2️⃣ Own Your Customer—and the Revenue

Rubio is firm: “If you don’t own the invoice, you don’t own the customer.” CallTower’s partner model lets MSPs bill clients directly while CallTower handles taxes, support, and compliance.
This structure keeps revenue visibility where it belongs—with the MSP—building equity, stability, and trust.

💡 MSP Action: Review your billing model. If a vendor controls the customer transaction, adjust your agreements to bring billing in-house.

3️⃣ Build Smarter AI Workflows, Not Bigger Ones

Rubio cautions against overbuilding: “Don’t create a 65,000-seat stadium for five people.” The smartest MSPs use AI to streamline specific workflows, not rebuild their entire operation.
One CallTower client, for instance, used AI to reduce a one-hour process to just five minutes.

💡 MSP Action: Identify one repetitive internal task and automate it—then measure time saved and ROI before expanding automation further.

4️⃣ Define—and Commit to—Your Ideal Customer Profile

Rubio’s philosophy of discipline extends to sales strategy. Growth begins when MSPs clearly define their Ideal Customer Profile (ICP) and stick to it. Chasing every lead leads to inconsistent results and wasted effort.

💡 MSP Action: Create a one-page ICP outlining industries, deal size, and pain points. Train your sales team to qualify every prospect against it before pitching.

5️⃣ Treat Vendors Like Strategic Partners

For Rubio, partnership is about alignment—not transactions. The best MSP-vendor relationships create shared wins, where co-marketing, enablement, and service quality drive mutual success. CallTower’s ecosystem thrives on this synergy, helping partners scale quickly and confidently.

💡 MSP Action: Host quarterly business reviews (QBRs) with your top vendors. Align objectives, marketing goals, and lead metrics for true partnership growth.

6️⃣ Lead with Simplicity and Clarity

In a crowded market, clarity cuts through noise. Rubio advises MSPs to simplify their message, their pricing, and their delivery. Customers value providers who make technology feel understandable and predictable—not overwhelming.

💡 MSP Action: Rewrite your elevator pitch in one sentence. Share it with your team so every member communicates the same, clear value proposition.

7️⃣ Stay Agile as the Market Evolves

Rubio emphasizes that the MSP space is always shifting—AI trends, compliance frameworks, and customer expectations evolve constantly. Growth depends on how quickly you can adapt without losing consistency or culture.

💡 MSP Action: Dedicate one meeting per month to discuss emerging trends, vendor updates, and new opportunities. Document adjustments in your 90-day plan.

8️⃣ Discipline Is the Real Differentiator

At the heart of Rubio’s leadership philosophy is one word: discipline. The MSPs that win are not the biggest or loudest—they’re the ones who follow through on the right actions consistently. Regular pipeline reviews, proactive client outreach, and operational accountability create scalable momentum.

💡 MSP Action: Choose one process—like QBRs, sales follow-ups, or client feedback—and commit to executing it weekly, no matter what.

🧩 Final Thought

William Rubio’s CallTower philosophy shows that sustainable growth doesn’t come from chasing trends—it comes from focus, consistency, and trusted collaboration.
By mastering their strengths, owning their revenue, and building disciplined habits, MSPs can turn growth from an ambition into a repeatable system.

Focus. Partner. Execute. Repeat. That’s the CallTower blueprint for MSP success.

Catch the full conversation on MSPi PrimeCast Episode #747 and connect with William at https://www.calltower.com/