#9 – From the Trenches - Google-First MSP Playbook (Alex Farling)

Alex Farling joins Josh to unpack a gritty, unvarnished MSP journey—accidental beginnings, painful pivots, and a life-changing exit. He shares why he’d launch a Google-first MSP today, how sales is a practiced muscle, and why the right partner beats the wrong title. In this no-fluff conversation, serial builder Alex Farling traces his path from a tiny break-fix shop to a 16.5-year MSP run, a COVID-era sale, and two SaaS success stories. Alex explains how he survived 2008, why owner-led “I close every deal” is a myth, and how consistent outreach beats magical thinking. He dives into practical levers: budgeting and refresh planning that customers actually value, elevating QBRs from backward-looking reports to forward-looking strategy, and hiring an executive assistant to reclaim founder time.

Alex also shares a contrarian blueprint for 2025: if he started over, he’d build a Google-first MSP (Chromebooks + Google Workspace), not a me-too Microsoft shop—because lower support ratios and clearer differentiation win. We talk about frameworks like EOS (https://www.eosworldwide.com ), why partnerships can outrun solo heroics, and how knowing you’re not the CEO (and acting on it) can multiply enterprise value. Along the way, Alex reflects on launching LifeCycle Insights (later acquired) and today’s work at Empath, plus candid lessons from failed bets that still moved him forward.

If you’re stuck at ~$1.5M with seven to ten staff, this episode is a wake-up call: practice sales daily, niche with intent, document relentlessly, and design an org where your superpower thrives. For templates, coaching, and help professionalizing sales, finance, and leadership so you can scale—or sell—visit https://beringmckinley.com

[Google Workspace MSP] [MSP sales strategy] [MSP QBR best practices] [MSP differentiation] [EOS for MSPs] [Managed services pricing] [MSP budgeting] [MSP partner strategy] [MSP exit planning] [Chromebook management] [how to start a Google-first MSP] [owner-led sales vs hiring a rep] [modern QBR examples for MSPs] [MSP refresh budgeting framework] [executive assistant for MSP owners] [building a SaaS after selling an MSP] [MSP revenue per technician benchmark] [Google Workspace vs Microsoft 365 for MSPs] [peer groups and EOS implementation] [creating a blue ocean offer for MSPs]

#msp , #managedservices , #googleworkspace , #sales , #qbr , #eos , #saas , #entrepreneurship , #itservices , #growth , #leadership