Matt Campion from BeeCastle, Jordan Papadopoulos from Otto IT and Rick Baird from Pivot Advisory share some practical strategies on how you can maximise MSP revenue and profitability within your existing customer base (Customer Lifetime Value or CLV) whilst improving their customer experience (CX).
For most MSPs, the fastest and lowest-risk growth comes from existing customers. Expanding services within current accounts is more efficient and profitable than constantly chasing new logos.
MSPs often under-serve customers simply because they lack visibility. Using data to understand service adoption, risk exposure, and usage patterns uncovers clear opportunities for deeper engagement and revenue uplift.
Regular, structured account conversations help MSPs move from reactive support to proactive value delivery. Customers are more likely to invest when discussions focus on outcomes, risk, and future needs — not just tickets.
Consistent service bundles, repeatable processes, and clear packaging reduce complexity and delivery costs. MSPs that standardise what “good” looks like are better positioned to grow profitably across their customer base.
Increasing prices without increasing perceived value creates friction. Sustainable revenue growth comes from aligning services to customer needs, demonstrating impact, and expanding value — not just adjusting rates.
