William Rubio, Chief Revenue Officer at CallTower, shared actionable strategies on how MSPs can focus, partner, and scale smarter in a rapidly evolving tech landscape. His insights reveal the power of discipline, clarity, and collaboration in driving sustainable MSP growth.
Here are four strategic moves every MSP can take from his approach.
⚙️ 1. Focus on What You Do Best — and Partner for the Rest
MSPs often try to master too much—cybersecurity, infrastructure, communications, and more. Rubio advises narrowing your focus and partnering with specialists where you lack expertise. CallTower helps MSPs expand into cloud communications and CX solutions like Microsoft Teams, Cisco Webex, and Zoom without extra overhead, letting them scale efficiently while maintaining quality and profitability.
💼 2. Keep Revenue on Your Paper
Rubio emphasizes the importance of owning your customer and the invoice. Through CallTower’s partner model, MSPs can bill clients directly for services while CallTower manages taxes, compliance, and support. This approach lets MSPs keep control, demonstrate recurring revenue, and build equity. As Rubio said, “We help you grow and stay sticky with your customers.”
🤖 3. Simplify AI and Collaboration Before You Scale It
While AI dominates conversations, few organizations use it effectively. Rubio warns against overbuilding, saying too many businesses “create a 65,000-seat stadium for five people.” The key is to start small and automate one real process that drives efficiency. CallTower helped one client cut a one-hour task to five minutes using AI—proof that simple, targeted automation delivers measurable impact.
🎯 4. Know Your Ideal Customer — and Stick to It
Rubio reminds MSPs that discipline means understanding who you serve best. Defining your Ideal Customer Profile (ICP)—your strongest verticals, company size, and customer needs—creates clarity and consistency. “There’s nothing wrong with saying no to a customer,” he said. “Understanding your market and sticking to it is how you grow with purpose.”
Growth isn’t about doing more — it’s about doing what matters most with precision, focus, and the right partners by your side. For MSPs, the next big opportunity won’t come from chasing trends; it will come from disciplined execution, strong alliances, and knowing exactly where you create the most value.
