3 min read

The Future of MSPs: Unlocking Business Value, Not Just Managing IT

The Future of MSPs: Unlocking Business Value, Not Just Managing IT

 

In this CloudCapsule Partner Spotlight, we jumped into a great conversation with Joe Markert, CEO of TransformITive, and Robby Prochnow, their Chief Revenue Officer, to explore how their MSP has evolved from traditional IT support to becoming a strategic business transformation partner for clients across industries.

 

From Tools to Transformation

TransformITive’s journey began as many MSPs did—offering general IT support. But in 2017-2018, Joe and his team had a pivotal moment.

This clarity led them to go all-in on Microsoft, eventually rebranding as TransformITive to reflect their new mission: business transformation with a Microsoft-centric foundation.

“We realized we could solve complex compliance challenges using only Microsoft’s Enterprise Mobility + Security suite. No more stitching together 10 different tools. That was the ‘aha’ moment.” – Joe Markert

 

Like many MSPs, the COVID-19 pandemic served as both a crisis and a catalyst. TransformITive lost nearly 40% of its business overnight due to its hospitality-heavy client base. But instead of retreating, they leaned into simplicity.

“We used Microsoft’s transformation roadmap and productized it. We swapped big upfront project fees for slightly higher monthly rates with longer terms. That stabilized our MRR and helped clients modernize affordably.” – Joe Markert


This approach avoided the “security solution frenzy” many MSPs faced and helped TransformITive keep its stack lean, manageable, and aligned with outcomes, not tool overload.

 

blog-transformITive-3

 

Unlocking Business Value, Not Just Fixing IT

The team quickly realized that to stay relevant, they needed to shift how they approached client conversations.

“We don’t lead with tools. We start by asking: how do we unlock the revenue trapped in your business?” – Joe Markert


Instead of pitching helpdesk support or compliance tools, the conversation begins with business goals—like improving sales, productivity, or customer experience. From there, tools like AI, automation, and Microsoft 365 become vehicles to get there.

Robby puts it best:

“We’re not here to dump AI or tech buzzwords. We’re here to increase profitability and reduce complexity. Leading with business outcomes is such a different narrative than pitching 24/7 support and being your Microsoft partner.” -Robby Prochnow

 

TransformITive is now leaning into its role as a Sherpa—guiding clients through modernization, AI adoption, and process improvement.

That includes:

  • Hiring a change management consultant to assess client internal appetite for transformation
  • Building a transformation readiness score to measure operational maturity
  • Partnering with strategic experts across verticals and disciplines

Perhaps one of the most powerful shifts TransformITive has made is in embracing its role as a connector—bringing in the right partners and experts as needed rather than pretending to do it all.

“We’re not afraid to say we don’t do everything. But we know the right people. That makes us more valuable, not less.” – Joe Markert


From go-to-market strategy to architecture firm consulting, their team acts as an integrator of outcomes, not just tools.

Why AI is the New Security Trigger

For many clients, AI isn’t just a shiny new tool—it’s a conversation starter that reopens the door to security strategy. Whether it’s risk reduction or ROI potential, AI is helping elevate once-ignored conversations about security, compliance, and operational readiness.

“We had clients who ignored security initiatives for years. Now, with AI, they suddenly get it. They want to invest in the foundational work because they see the business upside.” – Joe Markert

 

A new way to report outcomes

When it comes to reporting on security, Joe admits the industry is still evolving:

“Secure Score isn’t enough. We’ve leaned into visual, business-friendly frameworks—showing where they are, where they’re going, and tying that to ROI.” – Joe Markert

 

From OKRs to security dashboards to customer journey maps, TransformITive is moving beyond traditional ticket counts and patch reports toward metrics that actually matter to executives. Rather than pitching features, TransformITive evaluates client readiness across people, processes, and platforms. They use a transformation readiness score to assess where the client is, what’s holding them back, and what outcomes matter most. Clients don’t care about patching stats or ticket resolution times. They care about business progress.

So TransformITive built reporting that maps directly to business goals:

  • OKRs tied to modernization initiatives

  • Visual dashboards that show where they were vs. where they are

  • Red-yellow-green scoring that’s easy for execs to understand

It’s not about selling more—it’s about selling what matters.

“We’d rather do less and do it well. That builds trust. That’s where the real ROI lives,” -Robby Prochnow

 

Key Takeaways for Forward-Thinking MSPs

  1. Stop Selling Tech. Start Unlocking Revenue.
    Focus your services around business outcomes, not tools.

  2. Shrink the Stack. Simplify the Strategy.
    Less complexity = more clarity, better results, and happier clients.

  3. Use AI as a Catalyst.
    AI is the gateway to bigger conversations around security and transformation.

  4. Position Yourself as a Sherpa.
    Your clients don’t need an IT vendor. They need a guide.

  5. Measure What Matters.
    Move beyond technical metrics and report on real progress.

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