Table of contents
Episode Summary
In this episode of Syncronized, host Brandon Garcin sits down with Russell Smith, vCIO at Advantage Industries. They explore how managed service providers (MSPs) can move beyond break-fix support and become strategic partners by aligning technology planning with core business goals. Russell explains how the role of IT has shifted from a cost center to a growth driver, especially as artificial intelligence and automation become more accessible for small and mid-sized businesses.
Russell details how focusing on priorities, people, and processes—before considering products—helps MSPs uncover what truly matters to clients. He shares stories where listening and targeted problem-solving led to simple, high-impact solutions, building trust and long-term relationships. Instead of pushing generic tools, Russell encourages a discovery-led approach that digs into business pain points, then matches technology to real needs.
The conversation also covers practical ways MSPs can foster ongoing collaboration, such as educational webinars and agile project management. Russell emphasizes empathy, clear communication, and the value of regular, forward-looking planning sessions over traditional quarterly reviews. This episode is a guide for MSPs who want to deliver lasting value and become trusted advisors.
Guest-at-a-Glance
💡 Name: Russell Smith
💡 What he does: vCIO
💡 Company: Advantage Industries
💡 Noteworthy: Known for helping MSP clients align IT strategy with business goals, driving deeper client partnerships through a focus on priorities, people, and process.
💡 Where to find him: LinkedIn
Key Insights
Build Strategy Around Priorities, People, and Process
Aligning IT planning with business objectives works best when you start with a clear understanding of an organization’s priorities, people, and processes. Technology alone rarely solves business problems. Instead, strong MSPs dig into how a business runs, what matters most, and where bottlenecks slow growth. By listening first and mapping out these fundamentals, service providers can design solutions that fit real needs, not just deliver the latest tools. This approach moves IT from a reactive cost center to a proactive growth driver. It also builds trust, because clients see their technology investments tied directly to outcomes they care about. When MSPs focus on the “why” and “how” behind the work, they set themselves up for long-term client relationships and more meaningful impact.
Automation Frees Up Time for High-Value Work
Automating routine IT and business tasks does more than save money—it lets teams focus on work that moves the business forward. When MSPs help clients automate repetitive reporting, approvals, or ticketing, key staff can shift from “keeping the lights on” to tackling strategic projects. The result is not just higher productivity, but greater job satisfaction for everyone involved. IT leaders get more time to evaluate new platforms, improve workflows, or support innovation. For clients, this means technology becomes a lever for growth, not just a maintenance line item. The win-win: organizations operate more efficiently, and talent spends less time on what’s tedious and more on what matters.
Move From Transactional to Trusted Partner
MSPs that move beyond transactional services and become true business partners earn deeper loyalty and drive better results. The shift begins by asking the right questions, listening closely, and helping clients clarify what they need most—not just what they think they want. Sometimes the answer is a simple, overlooked solution rather than a major new investment. By consistently solving real business problems, MSPs build long-term trust and “political capital.” This means clients rely on them for future guidance, not just break-fix support. The most valuable relationships come from ongoing dialogue, regular planning, and a willingness to teach and collaborate. Being proactive and strategic beats showing up only when something is broken or when it’s time to review tickets.
Listener Takeaways
AI Pushes MSPs to Become Strategic Advisors
Many small and mid-sized businesses now see technology as a growth driver, not just a cost. The rise of AI and automation tools brings real, measurable benefits that go beyond maintenance. As a result, managed service providers (MSPs) must adapt and shift their role from simple service vendors to trusted strategic partners. This shift demands deeper conversations about business goals and how technology can help achieve them. The episode explores how these new tools create opportunities for MSPs to guide clients, encourage innovation, and earn a seat at the planning table.
The Democratization of Technology Levels the Playing Field
In the past, advanced technologies were only available to large enterprises. Now, the cost of AI and cloud tools has dropped, making them accessible to small and mid-sized businesses. This “democratization” is speeding up digital transformation and letting organizations of all sizes compete on a bigger stage. The episode explains how this change unlocks new conversations for MSPs and their clients, reshaping what’s possible and making advanced solutions part of everyday business.
Education and Demonstration Open Doors for New Tech
MSPs can drive adoption of new technology by focusing on practical education and hands-on demonstrations. Rather than relying on pressure or abstract promises, showing clients real-world use cases and results helps make complex AI and automation tools feel accessible and relevant. This approach empowers business leaders, clarifies what is possible, and helps clients see value faster. The episode describes how educational webinars and targeted demos can replace confusion with action and build lasting interest in new solutions.
Empathy and Listening Build Long-Term Partnerships
Lasting MSP-client relationships depend on empathy and active listening. When working with clients, it’s essential to approach business challenges with respect and curiosity, not judgment. By listening deeply and focusing on the client’s real goals and pain points, service providers can uncover the right solutions and avoid wasted time or misaligned projects. The episode highlights how this people-first approach strengthens trust, supports better results, and sets the stage for ongoing collaboration.
Syncronized is the MSP podcast that drives MSP growth, from startup to scale-up. In each episode, we dive into the topics that matter most to IT providers, such as automation, AI, service delivery and profitability. Join us as we engage with experts and gain hands-on insights and practical advice you can directly apply to propel your business forward.
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