#23 – From the Trenches - MSP Sales Leadership (Rafi Cohn)

MSP sales leader Rafi Cohn (IntelliComp, Baltimore) joins Josh to unpack what really moves the needle: targeted cold calling, relationship-first outreach, and realistic pipeline building. From conference strategy to building a workable sales/marketing engine as a team of one, Rafi shares practical wins and honest misses you can copy tomorrow. In this episode, Josh sits down with Rafi Cohn, Head of Sales & Marketing at IntelliComp (founded by Kevin Kahn) to talk about what actually works in MSP sales when you don’t have a big team or a giant budget. Rafi came to the MSP world from the buyer’s side and now runs a solo sales/marketing motion—so his playbook is built on reality, not theory.

You’ll hear how he qualifies opportunities in a market where most MSPs have zero dedicated sales reps, why he still believes in cold calling (and how to build lists that don’t waste your time), and the simple pipeline hygiene he keeps in HubSpot. We dig into conference ROI (when to skip, when to speak, and how to leverage customer intros), and walk through Rafi’s account-based mailer tests—what hit, what didn’t, and how he followed with timed calls to convert curiosity into meetings.

Rafi explains finding an ideal client profile without over-niching, plus lessons from healthcare and multi-location clients like assisted living and skilled nursing. He also shares how to borrow technical resources without derailing service delivery, how to set a future salesperson up with a real blueprint, and why long sales cycles should also mean long customer lifetimes.

If you’re an MSP owner, sales manager, or the lone seller wearing all the hats, this conversation gives you a clear, repeatable path to more first meetings—and better-fit clients. For tools, frameworks, and help operationalizing your growth engine, visit https://beringmckinley.com for resources and support.

[MSP sales] [managed services marketing] [MSP lead generation] [MSP cold calling] [HubSpot for MSPs] [account based marketing MSP] [conference strategy MSP] [sales pipeline management] [ideal client profile MSP] [MSP business growth] [how to build an MSP sales team] [MSP sales playbook for owners] [MSP marketing on a budget] [ABM campaigns for IT services] [HubSpot deal stages for MSPs] [MSP conference ROI] [healthcare MSP sales tips] [multi-location IT support sales] [solo salesperson strategies] [Baltimore MSP IntelliComp]

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