Sometimes a new perspective is what your MSP needs to get to the next level.
That was the case for Brisbane, Australia-based MSP Centra Networks. While the MSP had enjoyed reasonably steady growth for their first 20 years in business, it wasn’t until recently, when they started to take marketing seriously, that their growth took off. Before, the company considered 10% year-over-year growth a great year. Now, the MSP is currently sitting at 14.1% and looking ahead for more.
Co-founder and Sales Director Matthew Militano credits their success to “putting on a new pair of glasses” when it comes to marketing. Here’s what’s behind that major mindset shift.
Starting Centra Networks
Militano and his business partner, Craig Belcher, founded Centra Networks in 2003, after Militano’s previous employer went out of business, and a former client urged him to go independent. “It might have been selfish on his part because he wanted continuity of service, but he also promised referrals,” says Militano. “I decided it was better than getting a new job, and I already had ideas on how to improve the organizational structure.”
From the beginning, Militano and Belcher aimed to deliver a different type of technology service. “We wanted to avoid charge work because it felt like a double whammy for the client,” says Militano. “First, they’re frustrated by the problem itself, and then the second frustration is getting an invoice to fix it. So, we knew we wanted to offer a retainer-style model—well before the term ‘MSP’ existed.”
Though the early days were grueling, the business grew quickly. “In our first year, we hit $1.5M in revenue,” Militano says, “but we soon realized we needed to hire employees … let’s just say we had lots to learn.” Today, Centra Networks has a team of 27 employees across three offices.
The MSP recently brought a new partner aboard to further improve the client experience. “We often ran into issues supporting clients with third-party vendors for things like internet or phone systems,” says Militano. “We wanted our clients to have ‘one throat to choke,’ so we brought in ISP specialist Paul Clapcott as a third partner about three years ago and expanded to offer VoIP and cybersecurity services.”
A New Marketing Mindset
But surprisingly, despite all their success over the years, Centra Networks had never really invested in marketing, instead largely depending on referrals. Last year, they joined TMT in an effort to focus on marketing and take on new projects.
While they are still in the implementation phase of several marketing strategies, such as social media campaigns and a new National Rugby League partnership as the official IT sponsor of the Dolphins, the investment is already paying dividends. But this early ROI largely isn’t because of the marketing campaigns themselves, but rather Centra Networks’ mindset shift.
“It’s funny how it works,” says Militano. “I can’t say that our run rate on new business has grown just yet, because it’s really new, but the interesting thing is the sales mindset [we’ve developed] as we’ve been learning and going to events. That mindset has meant the business has ramped up in its own right; things like price increases help, but the way you deal with your clients with a different perspective has really made a difference,” he explains.
“We were doing well despite ourselves,” says Militano of the MSP’s growth prior to joining TMT. “But if we grew 10% in a year, we were cheering and having a great old time. Now, we’re at 14.1%. And I reckon we can hit the gas a bit harder, because this doesn’t feel like much. It’s just crazy how your mindset changes, as you put different glasses on.”
Now, Centra Networks is putting the pedal to the metal. “If we’re going to do it, we’re not going to do it by half-measures,” says Militano. “We’re jumping right into the deep end, and we’re glad we did. The mindset shift is [about] going from a service-based business to a more sales-based business, but not losing sight of how you got where you are—your ethics and the way you treat people.”
Advice for Other MSPs: “Learn Sales Quick”
Militano acknowledged that many other MSPs, like himself, are engineering- and technology-minded first. Many start their own IT businesses in order to provide better-quality, more efficient services to clients. “To those guys, I’d say definitely stick to that mindset, in terms of ethics and your desire to look after people. But get educated on sales quick,” he says. “Don’t wait 20 years, like we did. There’s so much more success to be had by doing it sooner. However you start, get into it wholeheartedly.”
Many MSPs are reserved about sales, because they don’t enjoy feeling like a pushy used car salesman. But, as Militano says, “It’s nothing like that at all. [Sales] enables you to do good work for people that deserve it. That’s the way I look at it.”
Finally, he adds, “Get comfortable being uncomfortable. At the end of the day, “You don’t get new customers by just doing good work for the existing ones. You have to put yourself out there a bit more,” Militano says.
At the end of the day, embracing the discomfort and radical mindset shift that marketing and sales for MSPs require has opened up Centra Networks to new growth.
Looking ahead, Militano plans to expand the MSP further. “We’re already working in every Australian state,” he says, “but we want to establish additional offices here to better support our clients and potentially acquire a U.S.-based MSP, because the time zones would work perfectly for around-the-clock security support. That’s more of a 2026 goal, but it’s definitely on the horizon.”
For more MSP success stories, read how Michael Haag’s commitment to his team led him to put a new focus on marketing and sales for MSPs.
