Many MSPs want to grow their recurring revenue, close bigger deals, and spend less time chasing tire-kickers. But here’s the catch: chasing “the win” isn’t a strategy.
The MSPs that consistently grow? They don’t wait for luck or perfect timing. They focus on building the systems, habits, and insights that make success inevitable.
This mindset came out of a recent conversation with Jonathan Vaudreuil, Director of Business Growth at RingLogix, and a long-time student of how people actually buy. His take: “The goal isn’t to win the game. The goal is to create more and better chances to win.”
Below, we’re breaking down three key principles every MSP should adopt—and how you can apply them directly to your business.
Jonathan Vaudreuil is the Director of Business Growth at RingLogix, where he drives go-to-market strategy, sales enablement, and scalable growth programs. With a background in building sales development tracks and mentoring early-career sales professionals at InvoiceCloud, Jonathan brings a systems-thinking approach to revenue growth.
His career has focused on helping software companies identify their ideal customers, craft the right offers, and build consistent, repeatable paths to market. He blends deep experience in lead generation, behavioral psychology, and sales strategy to guide organizations through high-impact growth moments—especially in complex B2B environments.
Not all wins are created equal—and the MSPs that grow the fastest aren't chasing leads, they're creating opportunities. In this blog, Jonathan Vaudreuil, Director of Business Growth at RingLogix, shares three powerful concepts every MSP should apply to their business:
More At-Bats = More Revenue
Stop relying on big swings and focus on showing up every day. Growth comes from creating consistent, repeatable chances to win.
People Buy When Something Changes
Learn how to recognize the three types of change that open the door to new deals—and how to act on them.
The Cost of Winning Is Overpaying
The MSPs who scale aren’t cutting corners. They’re investing in the tools, systems, and strategies that give them control and long-term success.
Whether you're trying to grow monthly recurring revenue or get out of the referral-only loop, these ideas will help you shift from reactive to strategic.
MSPs often get stuck in a familiar loop: build a new landing page, run some ads, wait for leads, then wonder why nothing closed. It’s a strategy built on hoping for the perfect pitch.
“So many of the things we’re trying to do as a business are about improving our at-bats—not just trying to get hits. Because if we improve our at-bats, we’ll eventually get more hits.”
Think of it this way: you don’t control when a whale-sized deal will appear, but you can control how many good-fit conversations your team has this month. The MSPs who win don’t rely on Hail Marys—they build repeatable paths to get in front of customers consistently.
Reaching out to closed-lost deals when you launch something new
Automating your quoting and billing process so nothing falls through the cracks
Running webinars or live demos monthly to generate interest and re-engagement
Building SEO-focused content to attract high-intent prospects over time
It’s not about chasing the one big hit—it’s about getting more swings with the right prospects.
You could have the best pricing, best support, and cleanest pitch—and still not close the deal. Why? Because timing is everything.
“People buy when something changes. The times people are most likely to buy are when you change your product offering, the person making the decision changes, or their situation changes enough that they need to take action.”
In other words, people don’t buy because you’re ready—they buy because they’re ready. The best sales and marketing teams aren’t just shouting offers into the void—they’re watching for signals of change and building campaigns around them.
You change: Launch a new integration (e.g., Microsoft Teams), roll out CPaaS, or offer co-managed services—then use that as a reason to reconnect with prospects.
They change: Watch for org changes on LinkedIn (like a new CTO or Ops lead) and use that to reach out with a fresh perspective.
Their situation changes: They’re scaling, downsizing, struggling with compliance, or their current provider is falling short. These are windows where they’re open to a switch.
It’s your job to make sure you’re present when that change happens—and that you have a reason to re-engage. Generic follow-ups don’t work. Context-driven outreach does.
This one hits hard—especially for MSPs used to being scrappy. It’s tempting to look for the cheapest, easiest path to growth. But real wins often require up-front investment—of time, effort, or budget.
“The cost of winning is overpaying. You’re not paying to win. You’ve decided to win because of what winning means—how it changes your life or your business.”
When you make decisions purely based on minimizing short-term cost, you often miss long-term opportunity. The MSPs who win are the ones who:
Pay for systems that give them control over the customer relationship
Invest in tools that eliminate revenue leakage and manual reconciliation
Spend time improving sales collateral, email cadences, and onboarding
Upgrade their team or process before the pain point becomes visible
Yes, it costs more to do it right. But you’re not just buying a result—you’re buying the freedom and confidence that come with knowing your system works.
If you want to grow your MSP, don’t chase every shiny tactic or wait around for a perfect lead to show up. Growth doesn’t come from guesswork—it comes from building systems that give you more chances to win. That means focusing on the right timing, acting when something changes, and being willing to invest in what actually moves the needle.
More at-bats means more opportunities to close. More control means you’re not relying on someone else’s roadmap. And more investment—when done right—means you’re setting yourself up for long-term wins, not just quick fixes. The MSPs who grow consistently aren’t waiting for a lucky break. They’re creating the conditions that make growth inevitable.