Business growth starts with the right people 

Ross Fisher founded IT Confidence in May 2004 and spent the next two decades building a loyal client base. After years of steady progress, he found himself hitting a ceiling he couldn’t see past. This prompted him to join TruPeer, which forced him to take an honest look at the business and what was holding it back. Today, IT Confidence employs five team members and posted 10.37% revenue growth in 2025. Fisher credits the lessons learned through his peer group, as well as the insights from the people he surrounds himself with as the driving force behind that growth. 

MSP Success: What are the top growth indicators you use to measure your business? 

Fisher: Now that I’m in TruPeer and have a better understanding of SMART Numbers, MRR is definitely one of the key metrics. While I’ve offered managed services from day one, I also took on ad hoc customers and thought that any revenue was good revenue. Now I have the tools to understand why that isn’t always the case. I still have a small number of non-SLA customers, but I’m working through either upgrading them to a full agreement or moving them out. 

I also focus on acquiring new logos. I’m not crazy about that phrase, but I understand the importance behind it. There’s only so much growth you can achieve from a stagnant customer base. 

MSP Success: Are there any internal indicators you measure? 

Fisher: Company culture. I’ve always wanted to work somewhere that’s genuinely fun. I truly believe that if people want to come to work then I’ve built something worth protecting. Engaged staff don’t feel like they have to show up, but they want to. Those are the right people to have on the bus.  

MSP Success: What is one key secret to your success over the past year? 

Fisher: I’m not afraid to be surrounded by people who are smarter than me. I no longer feel the need to have all the answers. Instead, I redirect tech questions to my tech guys. I value their input and knowledge. I’m happy to have them decide on the direction we take on an issue from a technical standpoint. 

MSP Success: What strategies are you using to grow revenue? 

Fisher: I recently signed up for the Digital Success program to improve my online presence. I’ve never had meaningful traffic from my website and I don’t think prospective clients searching for IT support were finding me. That needs to change. I’m doing better SEO, appearing in Google searches and improving lead generation.  

Once I’m in front of a prospect, I feel confident I can win the business. The challenge has been getting in front of enough of them. 

MSP Success: What were your biggest challenges this past year? 

Fisher: Not generating enough leads or new sales opportunities, and not making that the priority it needed to be. That falls squarely on me. When you’re wearing a lot of hats, it’s easy to focus on whatever feels most urgent in the moment.  

But when you boil it down, if you take your eye off sales, sales will not happen. That’s a lesson I’ve had to learn the hard way. 

MSP Success: What strategies are you using to acquire new customers? 

Fisher: Mostly word of mouth, which has served us very well. The problem is that word of mouth isn’t something you can sit back and rely on as a growth strategy. This is another reason why I’m investing in improving our online presence. I need to create more opportunities to get in front of prospects, not just wait for referrals to come in. 

MSP Success: What advice would you give to other MSPs looking to grow and improve their businesses? 

Fisher: When I joined TruPeer, I thought I had a pretty good business, and I did. But I stagnated because I’d reached the limit of what I knew how to do. I didn’t know the next step I should take. So, I joined a group, expecting upheaval. 

When you join a program like TruPeer, you’ve got to accept your limitations. You have to come in open to change and can’t expect miracles overnight or for one thing to fix everything. It’s important to work on multiple fronts at once. You need to identify your real priorities, break them into achievable tasks and hold yourself accountable for what you say you will do. 

MSP Success: What is the most important lesson that has shaped your growth? 

Fisher: Apparently, I’m not every customer’s favorite person. And that’s okay so long as there is someone in the business that a customer connects with. It’s taken a while to realize this, but after removing myself from certain engagements, we’ve made significant steps forward.  

MSP Success: Is there a book you’ve read that has strongly influenced your leadership style or business operations that you can recommend to other MSPs? 

Fisher: Good to Great by Jim Collins. In a previous life, I used this book as a bit of a guiding principle for business. That was over 15 years ago, and I still find myself referring to bits of it. I don’t read lots of business books, but this one I’ve still got in hardback form.

For more great interviews with MSP leaders, read our previous MSP Spotlight featuring Matt Disher, Standards, relationships and service: how to build a strong MSP