Wes SpencerCo-Founder, Empath · Co-Founder of Empath | Recovering Cybersecurity Guy| Keynote Speaker | 2020 Cyber Educator of the Year | Building the MSP Workforce Operating System

Aligning Business Goals: Beyond IT Solutions to Modern Work #msp

12 Oct 2025 · 1 min

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In this brief presentation, the speaker emphasizes the importance for Managed Service Providers (MSPs) to align their sales conversations with the client’s business outcomes rather than focusing on technical product details. He advises positioning the offering as "modern work"—a secure, remote workforce solution—so that the client sees strategic value. By avoiding deep dives into tools like Microsoft 365, Intune, or MAM policies, MSPs can prevent being perceived as a generic IT vendor and escape the commodity trap. The core message is to get agreement on the business‑focused path forward and frame the solution in terms of security, productivity, and remote work benefits.

Chapters

I'm aligned, you know, and you can hear me, you know, express that I know exactly where you guys want to go and I'm aligned to take you there. And these are the business results that you've expressed to me. You know, can we agree that this is the best path forward for us? And that could be around, you know, instead of pitching Microsoft 365 or some other toolset, you're pitching, you know, modern work within their workforce. You're pitching the ability to have a remote workforce that's secure. Everybody can resonate with that, you know, at the top layer versus thinking about getting into the weeds about talking about Intune and MAM policies and all this tech jargon, you know, that really puts you into that view with the client. And a lot of those cases, if they're not technical, of just being, you know, just another IT vendor that you're working with, you know, to fulfill these services, and you get caught into that commodity trap.