Fractional CRO for
Managed Services Providers

The Situation

MSPs built on recurring revenue contracts are watching margin compress and churn increase as AI makes their service stack easier to replicate.

Managed services providers are in the most direct line of fire of the AI disruption of technology services. The service stack that MSPs built on the scarcity of skilled IT labor is being commoditized faster than most operators recognize. Remote monitoring, patch management, helpdesk, and even tier-2 support are approaching zero marginal cost with AI. The MSPs that survive this will have rebuilt their value proposition around outcomes and advisory before their clients figure out they can replicate the service stack internally.

The MSP Revenue Problem

MSP revenue problems look tactical but are structural. Churn is up not because of service delivery failures but because clients are questioning the ROI of managed services they could increasingly self-serve. New logo acquisition is harder because the differentiation between MSPs has collapsed - everyone is selling the same stack at roughly the same price.

The fix is not a better pitch deck or a new marketing campaign. It's a fundamental repositioning of what the MSP sells - from infrastructure management to outcomes and advisory. That's a CGO problem. Kevin French plays both CRO (fix the immediate revenue metrics) and CGO (rebuild the model) inside a single engagement.

Every engagement installs Inversion Selling - the methodology built for a world where buyers are as informed as sellers. MSP buyers have gotten dramatically more sophisticated. The sales approach has to match.