6 Best Practices of Top Performing vCIOs

If you think technology strategy involves talking to your client about firewalls and server patching levels you are doing it wrong!

Technology is becoming a commodity. Just a few years ago you needed an engineer just to install wireless. Now anybody with a cheque book can order turnkey solutions from amazon and manage their entire technology stack from the cloud. Businesses need partners to help them compete, they don’t need to be more educated on the greatest next generation firewall.

Becoming a Strategic Partner with vCIO Projects

In this industry technology providers need to step up their game and offer strategy to their clients that takes technology to the next level.

To solve this problem Virtual C and Managed Services Platform partnered to create a vCIO solution set that contains all the tools necessary to take your MSP to the next level.

It isn’t complicated, it doesn’t require a MBA to implement, and you can start doing it today! This solution set provides the training material, services, marketing video, and automated report to engage on a whole new level. In less than an hour you will be equipped and have the confidence to deliver a product that will generate new services and projects for your company.

Become a strategic forerunner, implement strategic processes with your clients today!

Stop Dumping on your Clients

Today let’s investigate how to deliver incredible client experience in your meetings. But first, we have to inspect what we expect from the meeting. 

Most account managers spend hours, or days, putting together a hodge podge of different reports. These often come from various systems with the goal of turning out some kind of relevant justification for the client to stay, and spend more money (upsell). I call this the “garbage dump” approach. The content will change from AM to AM and is usually biased to support what they are comfortable talking about. Too often this is stuff like ticket counts, uptime, resolution time, back ups totals, etc.

Unfortunately, this usually results in the client trying to avoid the meeting or end it as quickly as possible. 

Bring real business value to your clients by making the meeting flow in an easy, comfortable and professional way.

Storyboard it! Make the experience interactive. Ask questions and listen. Now you can diagnose and offer solutions to your clients' problems. As the client gets more comfortable with you, they will share more business problems that you can solve. Now your clients will be engaged and inspired to take action.

This also takes the pressure off you and your account managers to get “creative” in a live setting. Top performers, from athletes to actors, spend thousands of hours practicing. This is so they don’t have to “think” when they deliver a world class, record breaking performance. How prepared and polished is your deliverable, before the "big game"?

Apply this same approach to your business. Instead of trying to make sense of a bunch of reports, follow the storyboard. Use sections (widgets) to ask questions, keep notes, review previous meeting minutes and embed relevant 3rd party content.  Set yourself up with success by making it easy for you and the client to move to the next steps.  Your process is your deliverable.  Your deliverable is your process.  Your account management is now systems driven!

How many touch-points do you think make for the best client experience? Schedule a time with use and let us know.

Success Resources

Try this:  Embed a calendar booking tool like https://calendly.com/ or MicroSoft Bookings into your report. This way you always have definite next steps and don't have to chase the client.

Read this: Building a Story Brand by Donald Miller

How do you proactively plan projects and upgrades with your clients? Let us know and schedule a time to chat with us about delivering the best account management.

Smart Shoppers Won’t Buy What They Think They Already Have

There are collectors, like Jamiroquai singer Jay Kay with exotic cars, Imelda Marcos with shoes and Donald Trump with golf courses, but most of us try to economize, and don’t go shopping for something we already own.

This scenario comes up often in the MSP world: someone in your team (maybe even you) goes to an event and comes back raving about a new product, solution or service they can deliver to all of your clients. It’s shiny and new and can solve all kinds of problems. The one problem left, of course, is getting someone to pay for it.

The obvious course is to sell it to your client and make a profit from the sale or from implementing and supporting it. This is how businesses work, right?

But wait, didn’t you tell your clients that everything is included for a flat fee? If everything is included, how do you make money while offering new solutions?

Most reports for MSPs look back trying to validate what you’ve already sold and delivered. How many tickets were closed, viruses were thwarted, patches were patched, backups were backed up….boring. Smart shoppers won’t buy what they think they already have. Why not show them how stagnant technology adoption means their business loses a competitive edge and accumulates technical debt over time.

Differentiate yourself from other MSPs and their status-quo offerings using forward looking reports and conversations focused on their competitive edge through technology and how you can enhance it.

By highlighting the gaps and risks, they’re a lot more likely to bite on something like multi-factor authentication, password management or team collaboration tools - any emerging technology that can help their business applies. Since all of these start as implementation projects, and turn into managed services, you’ve just won some new one-time revenue and increased your MRR. All you did was help your clients understand where they could reduce risk and create a win for their business. That’s client success beyond IT!

Check out this video where Denes & Myles discuss this and let us know how you pre-qualify new solutions to your clients, or if you’d like some help. Happy MSPing!

Start vCIO with Quick Productized Projects

Starting vCIO services can be a struggle not just for you and your people, but for the clients too. There are some established expectations of vCIO services, which sets a hurdle right at their kickoff of these services. There is, however, a natural way of solving this problem: use easy to sell and easy to deliver productized vCIO projects.

Of course, developing such effective and elegant solutions does take time, so we’ve set up a shortcut to start, and let you build up vCIO Project products instead. Don’t worry - this isn’t taking on new work - just solve problems you’re expected to already, but start getting paid for all you do.

Let's see seven examples of typical vCIO products:

1. IT Development Roadmap ($1500 - $4500) to build up a general IT roadmap, focusing on infrastructure while addressing typical business problems and recommending applications, security or compliance themes as well.
2. IT Budget ($500 - $2500) to develop an IT Budget in detail. If the scope is limited to the infrastructure services/investments, SaaS subscriptions and software licenses, it’s a cookie-cutter and helps you sell additional services like regular budget checks.
3. Application Selection ($500 - $1500) to select a typical SaaS based application they can buy online without any sales reps involved, such as a CRM, Project Management or any other light line of business application package. You help them set up the requirements, pre-select the candidates and facilitate the selection process.
4. SaaS Audit ($500 - $1500) to audit all SaaS subscriptions they have and check whether they have the optimal package, exhibit alternatives and integrations available. They do the heavy lifting and you coordinate the process.
5. Risk Assessment ($1500 - $5000) can be boring, to be blunt, but there is no better way to kick-off some IT security initiatives, open the discussion on compliance, or just assess IT risks beyond the scope of just their infrastructure.
6. Productivity Workshops ($1500 - $3000) aren’t only useful to office workers, but anyone using to-do apps, project management tools, Office 365, note-taking apps, chat and email apps on various devices. Put together a curriculum you can go through onsite or online with the managers/power users to help them leverage technology better.
7. Virtual IT Department Evaluation ($500 - $1500) deals with the many vendor, software and SaaS providers who constitute your clients’ virtual IT department. You can safely assume nobody is leading that herd. Evaluating the different parties involved, set responsibilities and required service levels and manage them accordingly to assure they get the most out of their vendors and services.

These are just quick tips, but how do you make them productized?

1. Write down the target customer and the scope of the project.
2. Write down the project deliverables as task lists and tasks to be able to establish the price.
3. Put together a one-pager on the problems it solves and the benefits it delivers and print out 20-30 pieces, as well as a promotional email.
4. Start promoting it with a discount to batch more projects into a given month so you can be more efficient.
5. Wait and watch while these initial projects start to push you towards a stand-alone vCIO service.

Productized IT Strategy Guidance to clients and prospects

We had a great debate in our Banff Workshop about timing one’s IT Strategy correctly when meeting with new prospects. Some people were adamant the IT Strategy meeting be a requirement to even sending a proposal, while others were more inclined to implementing an IT strategy creation process after the onboarding, after we fix all the client’s technical issues. This is often the case in a workshop, when everybody was right but in conflicting ways. Let's see how to best approach this question.

Let's put this question to a higher level first. How you are going to engage your clients and lay down a plan for them to raise their maturity over time to create a sticky relationship and predictable customer success? This is the ultimate question. If you can answer this question then you have a foundation for the type of strategic guidance to give.

Generate client engagement

with five Quarterly Business Reviews (QBRs) in 30 days

Usually strategic guidance services are upfront projects to help you differentiate yourself, get to know the client, create momentum and foster engagement, so it is critical to manage it well. If it’s productized then most client expectations will be set right upfront, or well managed over an annual meeting.

First of all IT Strategy Planning is not a commodity, so let's first define what we mean. IT Strategy is a written document with a specific scope and depth. IT Strategy can be notes on a napkin with goals and major initiatives or dozens of pages supported by hours of research and meetings.

Another complication: your prospects/clients have varying maturity levels in terms of management and technology. A napkin plan doesn’t give so much value to a high maturity client and a 100 page IT strategy does not make sense to a twenty-person old-school local travel agency.

The right answer, of course, is nuanced: create different productized IT Strategy Guidance type services for managing these different situations.

We defined three different productized services to be able to sell to the typical small and medium enterprises. These are scalable - all have the same basics, and are more modular than LEGO bricks. If they’ve outgrown the first they can upgrade to the second just adding more bricks.

1. IT Discovery Service

2-4 hours of commitment gets the deliverable of a standard report with a standard template-based action plan focusing on their IT infrastructure. This is ideal for a low maturity prospect so we don’t take up too much time as well as out of the budget. We can still differentiate ourselves with professional results without overwhelming them with details and terms they don’t understand.

The outcome is typically a report generated by a questionnaire and some additional analysis by you. The report is more of a guidance for the conversation and helping make decisions faster.

That should be part of the Account Management process we include in our services and part of the sales process free advice.

Many of our clients use this approach for making account management more of a value-add rather than a "salesy" item, and to set a stage with any type of prospect.

2. IT Development Roadmap Service

4-8 hours of commitment and the deliverable is a customized roadmap focusing mainly on the infrastructure components and major initiatives listed. We add a bit more meat to the outcome with a structured plan outlining the initiatives and time frames. This takes more research, effort and consultation, but the basics are the same.

The outcome is typically a spreadsheet called IT Development Roadmap, with the plan items elaborating more on the report.

That can be a part of a vCIO Light / Client Advisory service and charged separately. to our existing clients every year ($1000 - $2000) as a project. The reason for this is if they have no room in the budget for that we can create this for free, but since they’ll have no money for the projects included with the plan anyway, this is a great qualification. If we have a low maturity client this can be their guide for the next steps after onboarding. It’s a good idea to charge for that, but give them a huge discount as new customers.

A client of ours uses this approach to set an 18 month roadmap with a new client, to transit them from onboarding to regular QBRs and client management.

3. IT Strategy Planning Service

8-18 hours of commitment with more detailed research for the planning, like business discovery, more in-depth research and better specification of initiatives. More time is spent on scoping the initiatives and liaising with various stakeholders to produce a decent operational plan with activities and budgets.

The outcome is usually a Strategy Plan with the report and development roadmap adding the project definitions and more business-related items.

Now we’re working on their business; we listen to different people, scope projects together and help them set projects for a variety of initiatives. That’s usually part of a basic stand-alone vCIO Package we sell for $1000 - $2000 monthly. However as a project it should be sold around $2000 - $4000, depending on your approach. In many cases this is an awesome service to throw into the sales process when dealing with a high maturity prospect. Usually their infrastructure is not in need of fixing, so it’s hard to beat the incumbent without a major price discount. But defining yourself more as a consultant and someone who understands business can pay off.

A client of ours uses this approach to actually qualify the prospects. They don’t sell to a company who won’t pay $4500 for IT Strategy. They’re looking for a few high level, high maturity and high value clients - not a lot small ones.

Conclusion

If you have multiple types of projects upfront with Strategic Guidance you have more options to engage current clients and to close new ones.

Based on maturity you’re able to apply services in different scales. In engaging prospects this gives you the flexibility to break their buying cycle and apply your sales process, and close deals faster. For existing clients you can qualify them for more advice, and politely disabuse them of the notion that your advice is free.

Service Productization has a great value this is only one place of your service offering it can be applied.

Systematic service development process

One of the hot topics in the bootcamp was a typical MSP issue - managing client agreements. The problem gets verbalized in different ways: "I have many new services I would like to sell to existing clients" or "I have to re-onboard all of our customers because the agreement is very old" or "I want to increase our prices to reflect the improvements and additional tools we introduced" or "I barely make any money and I need to renegotiate our prices". Sound familiar? We’d like to introduce a systematic approach to solve this problem for now and the future.

What is the real underlying problem

The original problem is nothing more complex than the ad-hoc and un-managed service development process period. As a service company you spend a whole lot of time developing your services. All internal processes are service development, all tool deployments are service development, all new vendors are service development...meaning everything you do that isn’t providing a service to a client is you developing your services. If you do that without any control mechanisms the result will be misalignment with clients.

We all know that service development doesn’t happen without reason. The technology is always changing, the market needs new services, old services become obsolete, clients come and go, and new opportunities arise. As a managed service provider, a plethora of moving parts to deal with can result in less profitability, under-utilized services and obsolete agreements. The usual solution is to spend more facetime with clients and explain, negotiate, present, and discuss with the owners or account management team why you need to re-align. Sometimes, however, we need to manipulate prices, introduce new services or otherwise change the set agreements.

Solving these symptoms requires identifying the root problem: make the service development, deployment and communication a conscious effort.

Differentiate yourself from your competition and

become sales ready in 30 days

Service Development and Deployment Process

Without going deep into details, let's go through the process quickly. It’s surprisingly simpler than we’ve found most people fear. This is because of the closely related industry with which we face this challenge: software companies. We don’t have to do much more than understand how they’re solving this problem, and apply the practices.

1. Roadmap: Software developers have an internal bible called The Roadmap. This document lists out all the changes they have to make in their tool - new features, updates, fixes, internal processes, and everything else. That roadmap is a central element of their efforts, and the majority of their team is guided by that document.
2. Agile development: the gist of being agile is not to execute long term plans, but get the most important items from the roadmap and ship a version of them early. That helps get to the endpoint step by step, while giving the customers tangible value along the way. It also helps focus the development effort with (typically) understaffed teams.
3. Beta: Sometimes developers will ask you to participate in beta programs, where you get access to improved features faster (and take on the risk of reliability), and they can test out the user experience and further develop the product, validate their ideas, fine tune processes and the optimize the user experience.
4. Release: As a software user, and even more so, a cloud application user, you know that applications are changing all the time...not minute by minute while you’re using them, but by release cycles. The development team develops new features, new modules, enhance the UI, etc, and you get it as a package in the new release.
5. Upgrade: Sometimes it turns out that the function you just started to use is going to be an add-on or in a higher-priced tier. You still can use the product in the beta period, but you might have a decision to make whether you want to upgrade to enjoy the new features.

To summarize:

• They have a conscious effort to develop their products and services
• There is a guiding document for everyone to be in focus
• There is a mechanism (releases) to deploy and communicate changes with customers
• There is a mechanism (beta) to engage users with the new experience
• There is a mechanism to redefine the offering, giving the customer the option to stay on the current plan or upgrade

So let's put these basic principles into play as an MSP

1. Roadmap: as an MSP you need to have a guiding document listing out all the changes you want to make with your services. Internal process fixes, new tools, new processes, new services - everything related to your services. As you plan your development activities the roadmap helps your team to stay flexible while keeping priorities clear.
2. Agile development: based on your roadmap you pick the most important developments, selecting what matters most, instead of scrambling to deal with everything on the board. Every week you can have a development meeting and focus your efforts on specific internal processes, your customer interfacing or implementing certain features of vendor applications. That gives your team focus and a sense of accomplishment as opposed to the futility of firefighting on internal projects.
3. Beta: you might pick specific clients to enjoy the benefits of new services. You can introduce vCIO, Technical Account Management, Application management or even security services to your clients as a beta program. The process helps you to get their consent of the experiment (and also lets them know development is progressing) and you can offer these new services or updated experiences for free for a while.
4. Release: the main thing to consider in release cycles is to minimize internal stress and enhance communication. You can batch many items together and send a quarterly email, letter or a complete webinar to let all clients know about changes being made, and how they affect them. If you provide Account Management, the Quarterly Business Review (QBRs) are perfectly suited to presenting innovations to customers.
5. Upgrade: let's assume you made four quarterly updates on your services during the year. You communicated well what’s beta, what’s sustainable fixes, upgrades (which will be part of their current plan) and what are going to be new service line items (extra charge). Typically once a year you can repackage your offering to include all new services to the current packages and also display the add-ons and features they can access if they upgrade. This method of repackaging means only those clients will enjoy the new features and benefits who upgrade. This will be their decision.

Benefits

• proactive process gives you control over your services to make sure clients are seeing the value of your developments and progress
• the roadmap can give you peace of mind, clarifying where to develop, and helping allocate the necessary resources to streamline development
• agile development gives the team clarity - a process for working on your company instead of for your company - crucial to your ability to scale
• the beta can help you develop services with clients without incurring the pitfalls of nascent services
• releases help you communicate changes very effectively without creating confusion
• upgrades help you restate your value proposition every year, set expectations and give your clients a sense of progress and choice

My 7 Ah-ha! moments on the first MSP 2.0 boot-camp

We just finished our first ever live 3 day Managed Service Productization boot-camp in Banff, Canada. With 25 participants we worked to crack the code in scaling up the managed services. Jam-packed with real work, the workshop groups created amazing content and generated ideas that have been sparkling. I wanted to capture some of the more intriguing ideas the MSPs came up with.

I’ll be elaborating on these topics in upcoming weeks, since I see each topic as worthy of more than a blog post, but here are the main ideas. These are my personal Ah-ha! moments.

1. The main confusion and misalignment is within the service catalogue

Traditionally, the ad-hoc organic development of services and service catalogues creates major confusion for clients and employees. This has limited the scalability of MSPs. It doesn’t define your services nor categorize services into service categories and service bundles. The problem is the failure of proper categorization, service definition and articulated value propositions leaving too much room for interpretation of services. Luckily, we’ve experienced the power of service wireframing exercises which can lead to a well defined service catalogue.

2. Make the vCIO role more tangible, to lead to greater sales

Selling stand-alone vCIO services is easier by starting specific productized projects. The vCIO can be an intimidating and abstract concept for some clients: while the vCIO activities are solving their problems, they have no grasp of the how those abstract deliverables like IT Strategy, Quarterly Reviews, Monthly Reports, Budgets, Project Scoping or Stakeholder Interviews are working. It’s easier to visualize canned, productized project services solving one specific problem in demonstrating the vCIO work. In advance of developing ongoing vCIO services, therefore, it’s much easier to develop one-time vCIO projects in a productized way.

3. Misaligned agreements lead to client and profitability issues

A systematic approach is needed to realign clients annually, as a response to many changes in tech and the environment. Either the client’s expectations change and they feel under- or over-served, or our profitability drains from additional work. Every year we need a version change on the service offering. Over the course of a year the service provider is developing, changing services as part of the development process. New services are available to all clients as "beta" functions through the year, and at the end of the year all beta services go to official services and clients make decisions whether they need the new services (they pay for) or stick with the old package. Everything beyond this gets relegated into the realm of too much communication and too many agreements in the air.

4. IT strategy upfront or spare the onboarding

One company demonstrated a great use-case, to charge $4,500 per client prospect as an IT Strategy development process. It served to qualify and differentiate the prospects, as well as to release unqualified prospects from the funnel quickly. This strategy helps acquire higher maturity clients.

Another company's strategy was to push low maturity prospects through a very systematic and specific onboarding process to get their maturity to a manageable level. The final step of the onboarding was an IT strategy creation which defines the next steps once the understanding is set.

The strategies are perfect capturing the value for the different maturity prospects.

5. Fix a leaking boat before building a new one

All the promises you make to a client, all the expectations you set, even unintentionally, are potential drains in your profitability. The problem with non-productized services is their vagueness. Unlike a coffee mug where you see the shape, size and quality these services are not tangible. So make services tangible! Fix the big hole first! Create a totally new service offering by making your current services so well-defined they won’t slow you down during your company’s development period.

6. The eroded value proposition of the fully managed IT services

A lot of MSPs set their Value Proposition as a mission statement. While it is inspiring, it doesn’t give specific direction. Breaking up the big Value Proposition into smaller value propositions helps distinguish service categories. Breaking down further defines the services. Everything stems from an MSP trying to make their clients more competitive with technology, and drilling down to specifics is what’s missing. Without it the message is too general, doesn’t engage the clients and doesn’t focus direction to the service provider.

7. Headspace + Focus + Facilitated Workshops make miracles

Seeing the team slow down and merge away from the day to day operations to a higher level focus and headspace was amazing. We went through over 20 exercises over the 3 days. The impressive small group and larger group interactivity was able to dig out major issues and opportunities and create actionable items from vague ideas. The collaboration was most notable from Australia, US, UK, Germany and Canada. I think I underestimated level of wisdom, experience and knowledge in the group. This also made me aware of the need for major initiatives like implementing stand-alone vCIO services or productizing a service offering for that type of environment to make an effective change. Some things can’t be learned in days of emails, meetings and other distractions.

• Virtual CIOs in United States
• Virtual CIOs in Australia
• Virtual CIOs in Canada
• Managed Services Platform Virtual CIO report
• Managed Services Platform Account Management report 

ROI Calculation of the Account Management role

If you’re running a successful, growing and modern managed service provider practice, you either have solid account management / technical account management practice in place, or you’re still doing it ad-hoc, and plan to develop a clear structure as soon as possible. In both cases calculating the ROI of the new role is critical, as well as setting goals and realistic expectations for the employees. Check out this ROI calculation and the huge potential of proper account management to growing your business.

ROI calculation doesn’t just make visible some real numbers from something less tangible; it’s also a great way to ‘look under the hood’, to perceive what drives your success and what rules of thumb we can implement to streamline our decision process.

We’ll go through three different aspects:

1. the data we need for the calculation,
2. basic assumptions for the model, which you can change to suit your particular experience, market and customers,
3. the formula that illustrates the potential of the role to increase revenue and return on investment.

Generate client engagement with five qbrs in 30 days

Data input

1. Client segments:

The first thing we need to know is how many clients you have under MSP contract, in each company scale.

• D: less than 15 employees ( sub $1500 MRR)
• C: 15-30 employees ($1500 - $3000 MRR)
• B: 30-60 employees (3000 - 6000 MRR)
• A: 60+ employees (6000+ MRR)

The client segments represent their buying power, and achievable up-sells / projects and additional services, as well as different life cycles and buyer's profiles.

2. account management Internal resource hourly rate

We need to understand how much time the account manager is spending on each type of accounts, to know cost of the role. The internal cost is usually the typical expense calculation: adding the salary together with all the burden and using a 70% utilization to get an annual rate. This rate typically calculates to $35 - $60 per hour.

3. Current revenue

To be able to track growth we need the current revenues from the revenue categories the account management can leverage. It’s typically the ARR (annual recurring revenue), the Project revenue and the professional services revenues like vCIO/consultation, etc.

Assumptions

For this model we assume some adoption and success rates. This will be our expectation of the account management work. It’s a very important consideration, as it sets the account manager's goals to achieve in a broader sense.

1. Adoption Rate

This is a percentage, indicating how many clients from the given customer segment will actually adopt account management. Adoption means clients actively participating in the various account management meetings, which is a direct function of how many actually see the value, invest time and develop a fruitful relationship out of it.

Typically the smaller the client is the lower the adoption rate. Their IT is not a critical part of their strategy, the budget isn’t there or we may assess that it’ll be unproductive to spend extra hours with them.

If you do account management ad- hoc, you know which clients are more tractable in this regard.

2. Additional Project Revenue Increase

A good account manager can bring more commonly implemented projects onboard. Scoping typical issues and helping close the deals are one thing. A less common practice is to sell productized projects. Creating a nice portfolio of typical projects for disaster recovery plan, security audit, application selection or any other project that can be productized and sold for a fixed fee is a huge skill you can leverage. It’s easy to sell, there’s not a lot of customization needed and it cuts down on the sales cycle, since you no longer need to plan and create proposals and customized collaterals.

We also must make assumptions of additional project revenues we can expect from the customer segment annually.

3. Additional MRR

A good account management can also sell additional MSP services, like bigger, better backups, voip, phone, print management, IT security, Managed Applications, Managed Mobile and other additional non-traditional MSP services. This will increase the MRR/user over time.

It also means that over time the client is going to be more committed, instability is less likely and our presence will grow wider with the client. This is all going to boost our profitability per client.

4. Additional Professional Services/vCIO

For each customer segment there’s a good chance to sell additional professional services. Different sizes afford different opportunities. Small clients can get professional Quarterly Planning, Annual IT Roadmaps, Training and some Project Scoping for a fixed fee, starting $250 - $500 MRR, like AM with a cool aid.

Larger clients can get budgets, project management, IT strategy plans, IT strategy execution, Application management and many other stuff for extra MRR.

The numbers given represent typical services you can sell to these customer segments with the proper education from the account management.

5. Resource requirements

Based on ouraccount management processes we perform 3x Quarterly Business Review and one Annual IT Strategy Roadmap per client. That takes about 10 hours a year per account. It does not include the quoting and additional work on the sales side. We think that is part of the profitability of the sold items, and is why we calculate 10 hours as an account management "overhead" for a client.

ROI

The ROI will calculate the investments to the tools + labour required to perform the given tasks to achieve the assumed results.

1. Cost of the tool

We include here the cost of the account management tool which is $249 per month for the functions the account management needs.

2. Cost of the labour

We just multiply the clients for whom we perform account management by the hours we need to invest at the hourly rate we calculated. As you can see that is a much bigger number. This is the account management's role cost. If you as an owner are performing this role, your expense is extremely high here.

3. Increased Revenues by segment

You can check the expected revenue increase by revenue segments. As you see it will change with your assumptions. However it is pretty clear that theaccount management role will exhibit value with the increased Projects and Additional Professional services first.

Conclusions

We can play with the numbers, but some things are obvious. Account management is a serious opportunity to grow within your established client base, but without the processes and dedicated role it will not produce consistent results. The investment is not onerous once you reach the 9-10 person company level, and past 18 it scales very smoothly. Let's check some conclusions from the ROI calculation.

1. The account management role can grow your business

Our calculation produced a 27% increase in revenue. Of course it means on January first everything is working and every client starts generating those revenues, which takes time to ramp up in the process. Allow 6 months to start generating the additional projects and service revenues. As products come together and processes get some momentum, you’ll see it take off pretty fast. You can expect results in less than 2 years from starting.

2. Doing half-assed account management is not worth the effort

"Do or do not, there is no try", said Yoda. Doing ad-hoc account management is not generating satisfactory outcomes. The investment cannot be measured, nor improved, nor managed at all. Doing something inconsistent can serve your short term revenue targets and will come across like sales campaigns. Clients will feel it. Make your decision here: there’s a chance account management is not for you and you just want to close MRRs and keep them alive.

3. Making the owner do the work is self-defeating

If the owner is the Account Manager, you’ll see dismal ROI, as the true value of your hours will be cut to a fraction. With that calculation the dream is dashed. This is a job of consistency and predictable results, and your leadership role isn’t designed to offer consistency. If you reach a client portfolio with 20-25 clients, the dedicated account management is going to be a reality. Account management activities shared with Project Management and some new sales will utilize the resources 30-50% of the time, which allows you to have somebody developing your business - current client base and new prospects as well.

4. Small clients are a burden

If you take a look at the distributed ROI, you’ll notice that the overall average is 9x, the small company average is far lower at only 3x, and for a large organization the ROI is remarkably high. That should not be a surprise, as investing the same time for different sizes of organizations logically pays better and can lead to more significant deals as well. This is economy of scale. The only reasonable path is to get the small clients to pay for account management services. You can call them "Client Advisory" services and charge $100 - $250 per month extra for doing the QBRs and the annual strategy planning as vCIO light services. This not only sets appropriate expectations and you get something back from your investments, but can also serve to qualify your clients.

20% rule of vCIO pricing

Here’s a mystery you all know all too well - pricing your stand-alone vCIO services so you’re not robbing your clients nor yourself...that trepidation when you’re putting together the proposal, or trying to ballpark a figure in a meeting. It’s always been a gamble. There’s a way to find the proper middle ground, following a simple process to help you to close more deals without risking a critical over or underestimation, of your client’s expectation or your services. Here is the formula...

We just call it a 20% rule....

The formula is quite simple. We take the client’s current expenses in managed services calculate 20% of it. This will be our baseline for a starter stand-alone vCIO package. Use this as the main rule of thumb, and we’ll take a look at some cases where we have to turn from this calculation.

Example. You’re talking with a 40 person firm eligible for a $125-per-user managed services program. That’s a $5000 MRR for the managed services. With your 20% stand-alone rate the virtual CIO program will end up at $1000 MRR.

Structure, manage and automate

your account management and vCIO procesess

Client point of view

Most often you’re selling the vCIO services as an extension of your managed services, and you’ve seen eyes spinning at the mention of the cost. But you know about the pricing effect: if the add-on service is too small, like 10%, they can feel it’s not worth mentioning, and why isn’t it in the package anyway? If it’s too much, like 40-50%, then it’ll come with the price of a totally different service category. We must keep an eye on our psychological influences.

• 20 % is an easier upsell to an existing company
• 20% is what you can give as a month of free trial
• 20% is what they’ll readily risk for a 3 month trial period

So from a buying perspective, it’s not disruptive, complex, nor risky. It’s the predictably happy medium.

Your point of view

We need to check the viability of this service from your end too. As we design a vCIO offering we must list out the diverse activities which are part of the package, check how frequently we do those activities, and calculate an annual workload, for an honest basis for the price. Usually we use $200 per hour to calculate a monthly service fee. With the 40 person client as an example with $1000 MRR, we’ll see 60 hours budgeted for a year, or 5 hours monthly. That’s a reasonable amount of work for that size of client.

We’ve developed four different vCIO Packages:

• vCIO Light - typically a teaser service at a cost of $250/month to perform, and great for triggering stand-alone services. It’s also good for small companies (check later).
• vCIO Basic - $1000 - $1500 MRR, suited to 30-40 person companies or bigger companies with less maturity. This is the typical bare minimum with no weekly cycles.
• vCIO Professional - $2500 - $3000 MRR, for the 40-70 strong SMEs where you can start to develop seriously and begin to integrate with the management team.
• vCIO Enterprise - $5000 - $6000MRR - when you’re going to nearly substitute a full-time CIO/ IT manager. This is only viable for 70+ situations.

If you’re interested in these packages, make a quick call and we’ll show you the processes, marketing, sales materials, workspaces and all the associated reports and tools we provide for a complete, professional execution.

Remark 1: Projects

Projects are never included with a stand-alone vCIO program, just annual planning, budgeting, some project scoping, some application selection, quarterly planning sessions, monthly reviews and so on. Every project is a separate item. If their IT strategy is to choose and implement a cloud based CRM solution and integrate it with Zapier to their accounting system, that’s a separate project. We can manage it as part of the service portfolio if someone else manages the project. If, however, we’re responsible for the implementation, that again is a separate line item.

Remark 2: Small Companies

As you can see, if you have no budget for at least 30-40 hours of work annually, even at $150/hour (which will end up at around $400 - $500 MRR) you cannot really accomplish anything as a vCIO. The $400 - $500 MRR with the 20% rule will give you the $2,000 MRR MSP service. Even if they have a $100/user rate it will work with a 20 person company. This clearly defines the boundary, that below 20 people there is no viable, profitable vCIO service possible. You can’t generate enough revenue, and the client will have no budget to execute projects. You might quote a $200 - $300 upcharge for "Client Advisory" services to perform the basic Account Management activities like QBR/Annual Planning and some consultation every quarter. Though extremely limited, this is their call. If they don’t want to pay for it, you still can’t do it for free.

Conclusion:

Don’t complicate. If the client asks about vCIO, just say: "Our rule of thumb is around 20% of what you pay for the managed infrastructure services."  If they’re not interested to the service with this estimate, there’s no way you can deliver your services viably with a lower price point.

3 previously posted Managed Services Platform blogs about vCIO sales:  

• How to Become a Trusted Advisor With Strategic Client Meetings
• Managed Services Platform vCIO Report 2019
• Managed Services Platform Account Management Report 2019

3 previously posted Managed Services Platform research about vCIOs

• vCIOs in United States
• vCIOs in New Zealand
• vCIOs in Australia
• vCIOs in Canada

Five principles behind an engaging Quarterly Business Review process

 In our design of the new Quarterly Business Review tool we wanted to ensure that MSPs can find business opportunities with existing clients, enhance the quality of their engagement, become a business partner and demonstrate the value they provide all at once. Achieving those multiple goals in the midst of commoditization of traditional infrastructure management services requires finding a balance among five different strategies. Let's check those success factors to make sure you deliver timely and engaging QBRs.

UPSELL YOUR CLIENTS WITH STRATEGIC QBRS AND IT STRATEGY MEETINGS

We’ve identified several common mistakes managed services providers are making during the QBR
process, leading to less and lower quality client engagement, over complicated processes and too much work. We wanted to create a tool that’s straightforward, easy to use, and guides the service provider to optimal client engagement.

1. 360 Degree view of IT

Most MSPs’ QBR is all about the explanation of their services, performance and ‘speeds and feeds’ of the infrastructure, and the motivation is to show they work hard for the money. This is hardly engaging.

Being engaging of course requires the ability to ask questions from the client’s leadership regarding their business priorities, problems they’re facing or opportunities they see or think they could find. It gives you the chance to put your services in their business context. You also need to be able to ask questions of front-line people - struggles they have with applications, processes or any user-related opportunity. This all gives the service provider the ingress to solve real problems and start scoping projects you can deliver. If you can’t focus on 360 degrees of their business with technology, you can’t have a sustainable client engagement process, so we designed the tool to gather variegated input from several distinct sources in preparation for the QBR, where you’ll have a more comprehensive, holistic view through the meeting.

2. Balance the business and technology

MSPs are often the victims of their own aptitude. When they start working with a client, that client is usually dealing with a suite of frustrations and confusion...nothing seems to be working. We can’t let them set the conversation in this miserable frame. It has to elevate from the technology issues to finding solutions to business problems in order to deliver visible business value.

It’s always a good idea to keep your target audience entertained, and for us that’s the various opportunities they can leverage with their technology. When you stay relevant you’ll generate visible value persistently. To this end we designed a specific thought-provoking mini questionnaire for the leadership team that you can run prior to the meeting, giving you the opportunity to understand their business related issues, problems and goals. Once they feel understood, your suggestions and advice will be more on target, more easily adopted and more valued by your customer. Just focus on their goals rather than your agenda and you’ll sell them new projects.

3. Nurture maturity

Many MSP client has just started their journey with you and many are your clients for years. Many client of yours have pretty big complex business models many of them has very small and simple operations. That diversity creates a wide range of IT maturity which need to be managed.

Our philosophy is this maturity needs to be nurtured all the time. If your client has a super low maturity you need a tool not to overwhelm them, however if they have a pretty mature IT you still should nurture it further. We designed the QBR tool to be modular. If there is a super small client you do not cover everything. You might just focus on the IT metrics first then quarter by quarter introduce new aspects such as the business goals or applications. However, if their maturity is high enough you can involve more people to the conversation, focus on different line of business applications or offer additional vCIO services with more IT strategy and execution.

4. Cadence of Accountability

Many MSPs do Quarterly Business Reviews once or twice a year, either because they cannot allocate the time or believe there’s no need for quarterly interactions. There is no real cadence to communication, just occasional meetings.

We believe that having a strict quarterly rhythm of the process is crucial. We even designed the report in a way that incentives regular completion - it feels awkward if a Quarter is missing. We wanted to make sure the process becomes an easy routine for the team, not a one-off. Some items in the QBR report relate to only the current quarter, while others display their progress across them. For example the latter shows the trend of fixing business problems better than just a snapshot of current issues, while for technical details we need to work on current issues with a narrower focus.

5. The right level of details

One popular strategy among managed services providers is creating standards to which all clients must comply. While this is a great initiative to simplify processes, it can create too much work and misalignment with clients at the same time.

We’ve designed service standards with enough flexibility for you to evaluate and implement alongside your processes and best practices, to increase your efficiency. It doesn’t make sense to create detailed standards nobody feels are relevant, or have the time to follow. We let you define standards for each infrastructure or application category so you aren’t bombarding clients with detailed standards they don’t even comprehend. We give you a 1-100 scale to evaluate their performance against a standard, so you can best approach the balance of compliance and effectiveness. For example one level of performance can get a lower score for a more mature or bigger organization than a small simple one. Maybe focusing on that area doesn’t deliver tangible value to a small organization, but for a mature corporation it’s a necessity. You’re able to stay relevant to your clients while implementing your skillfully crafted standards that deliver value to them and you.

Conclusion

Implementing a professional, relevant and engaging Quarterly Business Review process is a must theses days. The success of this process can literally make or break your relationship with your clients. Let's learn from other MSPs and improve your chances to stay relevant to clients in years to come!