organically . We relied almost entirely on referrals , which only resulted in approximately 5 %– 6 % growth . As the saying goes , nothing ventured , nothing gained . Now it ’ s about learning lessons rather than fearing failure . This approach has taken a weight off my shoulders and provided financial stability , which allows me to focus on providing for my employees and their families while creating an environment they enjoy coming to every day .
MSP Success : As the 2024 Women- Owned / Led Titans Of The Industry Award winner , what was the single secret to your success this past year ?
Niekamp-Urwin : The secret is it ’ s not about one single factor . It ’ s about doing multiple things right . Diversifying our marketing funnels and being active in the community have been critical . You can ’ t rely solely on referrals or one marketing channel — you need a well-rounded strategy . Running multiple marketing campaigns at once has dramatically increased our pipeline . We went from having one opportunity worth between $ 1,200 to $ 3,000 in our pipeline to consistently having between 5 to 10 opportunities worth between $ 3,000 to $ 60,000 each in our pipeline . This has been a game-changer for sustainable growth .
MSP Success : What was the biggest challenge you had to overcome this past year related to reaching that growth ?
Niekamp-Urwin : Identifying the real pain points of our clients so we can address that pain , overcome it , educate them on it , and make the sale . Getting them from A to B to C is always the biggest hurdle . For example , I may assume that HIPAA compliance is a pain point , but often , that isn ’ t what they perceive as their primary issue . In fact , often , they don ’ t even know what they need , let alone understand it . Bridging that gap has been a challenge . I ’ ve discovered that by asking open-ended questions and addressing specific frustrations they mention , such as slow computers or lost productivity , we are able to meet them where they are and educate them along the way .
MSP Success : What partners , products , or tools have been instrumental in getting you where you are today ?
Niekamp-Urwin : We use a lot of tools . I read that 80 % of MSPs use the same kinds of technology . It ’ s what you put on top of that technology that differentiates you . For me , my team and their engagement are [ what ’ s ] most valuable and what differentiates us . As for products , Kaseya ’ s Autotask [ PSA ] for ticketing and its AI capabilities are enhancing our client communications and efficiency . It helps my techs write better comments , making it more client-facing , which is helping us look more professional .
Lisa Niekamp-Urwin beams with pride as she receives the Women-Owned / Led Titans of the Industry Award on the iconic Beverly Hilton stage .
MSP Success : Who is the most impactful business leader whose leadership style you try to emulate , follow , or are influenced by , and why ?
Niekamp-Urwin : Robin Robins ( CEO of TMT and MSP Success ). She ’ s such a rock star . Her journey , where she came from to her success in building her empire , is incredibly inspiring . She ’ s humble , approachable , and always willing to share her knowledge . I like her process of emulating , replicating , and then improving things once you have a baseline .
MSP Success : What book would you recommend to other MSPs or SMBs trying to grow their business ?
Niekamp-Urwin : 10x Is Easier Than 2x by Dan Sullivan . It gives simple strategies to 10X everything without putting in more hours of work . I reread it every six months and always find valuable insights .
MSP Success : What words of wisdom would you give to other MSPs looking to grow their business ?
Niekamp-Urwin : Build your business as if you were ready to sell it tomorrow . We are not in control of everything . You never know what might happen or what ’ s going to change . By always preparing to exit , you ensure you are maximizing the value of everything you ’ ve built and are ready for anything .
Cindy Panetti Cyr is an accomplished author with over two decades of marketing experience , and a deep passion for directresponse marketing , technology , and travel .
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