From the ground up: rebuilding around sales simplicity and the human touch

In 2018, Kari Renn acquired an MSP and led a strategic transformation that resulted in a full rebrand and the official creation of LoyallTy in 2020. Since then, she has run her MSP with a business-first philosophy grounded in trust, accountability and long-term partnership. Today, LoyallTy employs 15 team members and continues its upward trajectory, achieving 11% year-over-year revenue growth.

MSP Success sat down with Renn to explore how she’s scaled her business by building a disciplined sales and marketing engine while placing genuine client relationships at the center of her growth.

MSP Success: What are your top three growth indicators you use to measure your company, and why?

Kari Renn: Our top three growth indicators are Topline, MRR and EBITDA. Using those, we’ve had an average of 3.68% growth over the last three years and 11% growth in 2025 alone.

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

Renn: Creating a sales and marketing plan and executing it well. Keeping a positive mindset is important. I believed, and still believe, we are going to grow and accomplish the goals we set for ourselves.

MSP Success: What are some of the strategies you use to grow your revenue?

Renn: We have three strategies that we practice: the first is always keeping sales and marketing a priority. The second is to answer reactive tickets faster. This, plus closing tickets faster, is always a positive. Finally, we keep it simple. In my experience, nothing kills momentum faster than a complicated process or solution.

MSP Success: What has been the biggest catalyst for growth for your business?

Renn: Locking in our sales and marketing process was key. We have an outside salesperson executing his role, while our inside sales representatives make phone calls and schedule first-time appointments. We follow and execute the process, then build on it to grow.

MSP Success: With sales and marketing being such a high priority, what are some strategies you are using to acquire new customers?

Renn: In a world filled with AI, we are keeping personal touches front and center. We are leaning into relationships. So, we network, meet with potential COIs, attend events or even create our own events.

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

Renn: Balancing our limited resources has been a challenge. We all only have so much time in a day. So, making sure we are focusing on our objectives and not getting distracted by new shiny solutions can be challenging. After closing new sales, you’ll have money and options to fix anything in the operations process, so don’t lose focus. We don’t have endless time.

MSP Success: What advice would you give to other MSPs looking to grow?

Renn: You have to keep your focus on sales and marketing. Keep it as the #1 priority. A lot of owners make the mistake of taking their foot off the gas once they hit a sales goal. They get caught up in the onboarding, not realizing how much time it will take to get that sales funnel going again. Don’t make that mistake if you want to have consistent growth.

If you are looking for ways you can make more sales for your MSP, check out Don’t choke at the home stretch: How to close that sale and win the deal, where Ray Green and Sitima Fowler discuss how to get a deal across the finish line.