#21 Dave Sutton: Anti-Stack Approach Removes Vendor-Centric Selling

Are you avoiding conversations with existing customers while spending thousands hunting for new ones that might not ever close?

00:00 The confidence gap in MSP marketing

05:30 Intent data and customer interest tracking

11:00 Anti-stack approach to MSP services

16:30 Why QBRs fail and how to fix them

22:00 Communication frameworks that generate revenue

27:30 Stop wasting money hunting new clients

In this episode, Dave Sutton reveals why most MSPs lack confidence when communicating with existing customers and how this costs them substantial revenue opportunities. As a sales-first marketer with 10 years in the MSP trenches, Dave provides practical frameworks for harvesting business from your current client base.

We cover:

• Why MSPs avoid proactive customer conversations (and the real cost)

• How to position QBRs around business outcomes, not service reports

• The $15,000 new client acquisition cost trap most MSPs fall into

• Implementing intent tracking to identify hidden sales opportunities

• Why the vendor-created "stack" model hurts MSP profitability

👤 Guest: Dave Sutton, Founder of Wingman Agency

👇 Would you pay $15K for a new client when untapped revenue might be sitting in your existing base? Share your thoughts in the comments!