WE HAVE STRONG OPINIONS ABOUT SALES. EVERY ONE OF THEM WAS EARNED.

25 years in the trenches of consultative B2B sales. Six years embedded in the MSP space. 100+ MSPs under management today. Here's how we think about the work — and why.

WHAT WE BELIEVE

We're an opinionated company, and our opinions are driven by evidence. Every one of the beliefs below came from watching what actually works — and what actually doesn't — across hundreds of MSP sales engagements. If you disagree with any of them, we're probably not the right fit. And that's fine.

Sales is sales-led, not IT-led

Most MSP "sales experts" are former MSP owners — IT operators who figured out enough sales to build their own business, and now teach it.
That's a real skillset, but it isn't ours. We are career sales leaders, sales managers, and sales strategists.
The discipline of consultative B2B sales translates across industries.
The MSP-specific nuance is additive.
Sales leadership has to be the foundation, not the decoration.

Systems over unicorns. No prima donnas

We don't build sales teams that depend on a single heroic rep closing every deal. That's not a system — it's a hostage situation.
Great salespeople exist, but a business that depends on finding one is fragile by design.
We build structures that make competent, trained, coached people produce consistent, repeatable results. On your team. And on ours.

Your client acquisition system should be an asset you own

Sales is oxygen — every business needs it to survive. But not all sales are created equal. A company that owns its acquisition system is worth more than a company that rents results.
Lead-gen agencies, outsourced SDR shops, and most "results-as-a-service" vendors walk out the door when the contract ends — taking the CRM data, the list intelligence, the messaging refinement, and the playbooks with them.
Building the system inside your business is harder. It's also what makes your business more valuable as an asset. That trade is obvious..

Sales is an output, not a trait

Some people are natural closers. We're not hunting for them — there aren't enough to go around, and a business that depends on finding one is building on sand.
Sales is a repeatable motion. Performance comes from five inputs working together: talent + training + coaching + accountability + the right activity.
Remove any one of them and the output collapses. This is why most MSPs think "we tried sales and it didn't work" — they hired for talent, then skipped the other four. We run all five.

It's easier to manage 10 salespeople than 1

A sales team with peers shares best practices, creates healthy competition, surfaces patterns faster, kills excuses, and doesn't operate in a vacuum.
A lone rep does the opposite. This is why our fractional program works the way it does — we manage 65+ SDRs and multiple OSR engagements across ~100 MSPs.
Every rep and every client benefits from what we see across the whole portfolio.
Your salesperson isn't alone. Your sales management isn't alone. And neither are you.

Sales management done right is a revenue generator, not an expense.

Most MSP owners treat sales management as overhead. They're half correct — a sales manager who isn't moving the numbers is overhead.
A sales manager who's running the formula correctly pays for themselves three times over.
The job isn't to oversee activity. It's to produce revenue.
That's the line we hold on behalf of every client we serve.

HOW THIS COMPANY HAPPENED

MSP Sales Partners started almost by accident.

MSP Sales Partners started almost by accideSeven years ago, Ray Green moved his family to Cabo to slow down. His career up to that point had been fast-paced and hard-charging — building and managing sales teams in political fundraising, then as a PE-backed CEO. The plan in Cabo was to do some light consulting, work on the beach, breathe.

His first client was Robin Robins.

Anyone who knows Robin knows how that worked out. There was no slowing down. Ray ran sales inside her company, then started coaching her clients — MSPs and IT business owners across North America — through Technology Marketing Toolkit. That was 2019. Five years later, he was still doing it.

For most of those five years, Robin told him the same thing: "Ray, you need to build something of your own for these IT companies. They need your sales leadership and management expertise badly." And for most of those five years, he ignored her. The coaching work was good. The relationship with Robin mattered. He didn't want to create a conflict of interest.

Then he watched MSP after MSP after MSP fail at the same thing.

Not at strategy. Not at intent. At implementation and execution. They'd leave a coaching engagement with a clear plan, excited, ready to go — and six months later nothing had changed. The plan sat in a Google doc. The SDR hadn't been hired. The playbook hadn't been written. The accountability never showed up. Or someone would hire a sales rep, fail to manage them properly, and conclude "sales doesn't work in our business."

Eventually the pattern got too obvious to ignore. Maybe he was a slow learner — but across hundreds of conversations, the realization finally landed: MSP owners are technical. They know the operations and technology side of their businesses cold. They struggle with sales, sales hiring, sales strategy, and sales management.

And he was the mirror image — a growth-focused sales leader who knew sales management the way they knew tech.

So he built a company that does for MSPs what MSPs do for their clients: take the pieces the owner doesn't want to manage, and manage them. Today we embed the expertise, hire the people, build the system, and run the management layer. We keep the outcomes in the client's business — not walking out the door in a vendor's briefcase.

That's the company. Robin was right. It just took a while.

OUR TEAM IS ACTUALLY A TEAM

We don't hire anyone we wouldn't trust to manage our own internal sales. On the sales side that means career sales leaders — not IT people who learned to sell, not generalists who picked up a pitch deck. On the operations and delivery side it means teammates aligned with how we work: ownership over assignments, proactive and candid communication, strong coaching and accountability as the default. US-based, global operations. Growing.

Ray Green,

Founder & CEO

25+ years in sales leadership, including stints as Managing Director at the U.S. Chamber of Commerce and as a PE-backed CEO.

Built MSP Sales Partners after six years coaching MSP owners through Technology Marketing Toolkit.

Oversees vision, content, strategic partnerships, and R&D on new offers.

Samé Nel,

Head of SDR Management Delivery

Leads SDR management delivery across the portfolio.

Built and led our highest-performing SDR team before taking over delivery leadership.

Five years of sales management experience and a former lawyer — which shows up in the precision she brings to playbooks, process, and client communication.

Usman Khalid,

SDR Sales Manager

Has directly managed 100+ SDRs across multiple continents.

Ten-plus years of sales management experience.

Runs weekly sales meetings, call reviews, and coaching sessions for his portfolio of client accounts, and is the reason "structured" and "consistent" describe our SDR delivery.

Kristian Rosales,

Customer Success Manager

Background spans sales management and customer success, including building CS teams from scratch.

Owns client onboarding, retention, and the relationship quality our clients count on.

The person clients talk to when something needs to get unstuck.

Doug Ellish,

Sales / Revenue Coordinator

First employee at MSP Sales Partners. Former top-performing SDR with a career spanning customer success, sales, and sales management.

Runs inbound lead management, qualification, and CRM administration — and is the first conversation most new clients have with us.

First employee at MSP Sales Partners. Former top-performing SDR with a career spanning customer success, sales, and sales management.

Runs inbound lead management, qualification, and CRM administration — and is the first conversation most new clients have with us.

Amber Haag,

Recruiting Manager

Eight-plus years of recruiting experience, more than five of those spent specifically inside the MSP space.

Leads our SDR and OSR recruiting pipeline — sourcing, screening, and presenting candidates who are actually ready to sell into IT services.

Nelson Diaz,

Operations & Technology

Runs the back-end systems that keep delivery tight — Make.com automations, CRM technical administration, reporting, dashboards, and general tech stack management.

The reason our operators aren't manually doing things that should be automated.

Strategic Advisor only. Robin does not hold ownership in MSP Sales Partners, and there is no ownership relationship with Technology Marketing Toolkit or Kaseya.

STRATEGIC ADVISOR

Robin Robins is the founder of Technology Marketing Toolkit, the largest MSP marketing mastermind in the world, and the most trusted voice in the MSP channel. She was Ray's first client seven years ago. She told him to build this company long before he did. She advises us today.

"Very rarely do I meet someone who knows how to sell, and also knows how to manage sales. Ray is one of those rare people."

Robin Robins,

Founder, Technology Marketing Toolkit

HOW WE WORK

We run MSP Sales Partners on EOS (Entrepreneurial Operating System). Our core values guide who we hire, how we work together, and how we manage our clients' sales teams. These aren't wall art. They're the filter we run every hire, every client decision, and every internal conflict through.

On the Court Language

Say what you mean, directly, to the person who needs to hear it. Candor with competence — speak up, back it up, and respect the outcome when the call doesn't go your way. No politics, no sugar-coating, no telling people what they want to hear.

Own It

If it's in your seat, it's yours — the outcome, the follow-through, and the problem-solving in between. Don't wait to be told. Don't assume someone else is handling it. Figure out what needs to happen, make it happen, close the loop.

Results Over Activity

We measure what you produced, not how busy you were. Motion isn't progress, and hitting a number at half speed isn't high performance. The standard is your best work, measured by outcomes.

Think Clear, Keep It Simple

Have the horsepower to think well and the discipline not to overcomplicate it. The best solution is usually the simplest one that works. If you can't explain it simply, you haven't thought it through yet.

Champions, Not Superstars

We win as a team or we don't win. Cover for your teammates without being asked. Put the business, the client, and the team ahead of personal convenience. We're here to win Super Bowls, not individual MVPs.

Always Improving

Your job today should be better than your job six months ago — and you should be the one making it better. Don't wait for someone to tell you something is broken. Find it, fix it, raise the bar.

WHAT WE'RE ACTUALLY BUILDING

Twenty-five years running consultative B2B sales at the highest level — in political fundraising, in PE-backed companies, and for six years specifically inside the MSP space. $1B in sales managed across careers. ~100 MSPs under management today.

We built this company. We run this company. And we know how to install the system inside yours.

If your sales function is the thing keeping your business from where it should be, the next step is a Clarity Call. Thirty minutes. We walk through where your sales function is today, where you need it to be in the next 12 months, and whether the gap is something we can close together. No pressure. If we're not the right fit, we'll be the first to tell you.