RR#139 - The Next Chapter (And Why This Changes Everything)
After months of analysis and reflection, I've made a strategic decision about the future...
Four months ago, I wrote about knowing when to pivot versus when to persevere in business.
I was writing from experience (as I usually do). See, I share the tools and frameworks I'm actively using to build my business, hoping they might help you navigate similar challenges.
In the past, I've made quick decisions, embracing that "move fast and break things" mindset. While that approach sometimes works, it's also taught me some expensive lessons.
So when a unique and significant opportunity landed in my lap late last year, I chose to be more deliberate.
Today I'm sharing what I decided, and why.
The Journey Here
As most of you know, my entrepreneurial story started five years ago when I left corporate America. I built a solo-consulting business that gave me what I wanted: autonomy over my work, the freedom to live anywhere (beach life for the win), and the ability to choose my impact.
As I got traction on LinkedIn and in my business, something interesting happened.
Other solopreneurs started reaching out with questions:
How to package their services
How to sell their expertise
How to build a business that gave them similar freedom
I listened to these questions and eventually shifted a significant portion of my business toward helping other solopreneurs grow.
And it's been incredibly rewarding. I've helped hundreds of solopreneurs hit six figures. Many doubled and tripled sales. And a handful reached their first million.
While it hasn’t been smooth sailing, all things the same, I probably would have kept going down that path.
But that new opportunity I mentioned?
It forced me to step back and evaluate everything. My focus. My financials. My impact. (This evaluation actually inspired that article I wrote about pivoting versus persevering.)
Here's What The Data Showed
Through this analysis, I discovered something striking: just under 80% of my profit came from 20% of my time.
Even more telling? The inverse was true—about 80% of the resources in my business were going to activities generating only 20% of my profit.
That profitable 20%? My consulting work with larger B2B businesses.
When you zoom out, this makes perfect sense. What you can charge is fundamentally tied to how much value you create—it's a simple value exchange.
And here's the reality: helping a $20M company double their sales is going to create dramatically different value than helping a $100k solopreneur do the same.
What’s interesting, though, is creating disproportionately more value for the $20M doesn’t require disproportionately more effort.
Because with larger companies, there are more sources of leverage—teams to do the work, capital to invest, and systems to maximize output. They need strategy and leadership to unlock growth that's already potential within their organization.
But a solopreneur businesses? That's a different game entirely. Doubling sales often requires changing mindsets, developing resilience, overcoming insecurities, and extensive testing to find product-market fit. I know, because I went through it.
Both are valuable work, but they demand different approaches and create different levels of impact.
Playing to Strengths
This realization highlighted something important:
My business background—20+ years of building sales organizations, developing systems, and leading teams—is actually better suited to helping larger organizations scale.
Don't get me wrong. These past five years of solopreneur experience have been invaluable. I’ve developed some great relationships, learned a ton, and will continue to share my experience as I build.
But my core strengths? They align more naturally with helping established businesses unlock their next phase of growth.
The Next Chapter
After months of careful consideration, I'm excited to announce what's next:
In January, I'm launching MSP Sales Partners—focused on helping IT companies turn sales into their superpower for growth.
I’ll continue to work closely with my friends in the MSP community, like Robin Robins, Technology Marketing Toolkit, MSP Success magazine, and others.
The best part is, we’ve already started delivering results through:
Our SDR Sales Champion and Coaching Community: A program to help your SDR gain all the benefits of joining a high performance team—training, coaching, peer group, camaraderie, and more.
"The progress has been exponential. Our sales pipeline has never been fuller. While other MSPs are struggling for leads, we have a steady flow of qualified opportunities."
— Michael Glasser Equity Partner & EVP of Frontline Managed Services
And our 360° Sales Audit: A 6-8 week deep dive to identify bottlenecks and create scalable roadmaps.
I was initially skeptical about the sales audit, thinking we may receive a vague 'you need to update your sales playbook' recommendation or an attempt to sell me something. However, I was genuinely and pleasantly surprised by the experience and the outcome. Ray's thoroughness and attention to detail were remarkable. He didn’t just point out areas for improvement—he provided clear, actionable steps that we could implement immediately. Thanks to his expertise, we implemented his recommendations immediately. I am looking forward to seeing the positive change this has on our sales. If you’re looking for someone who delivers real value and meaningful, measurable outcomes, I highly recommend Ray.
— Laura Piekos, President of Leading IT
And we have more offers coming soon, like fractional sales management and a completely done-for-you LinkedIn client acquisition system.
So, what does all this mean for you?
What This Means For You
If you're an IT business owner: I’m bringing two decades of sales strategy, management, and executive leadership experience to those of you that can use it best.
After five years of working with many of you through Robin Robins' network, I’m confident there are plenty of win/win opportunities to help you drive more sales and I’m looking forward to helping you do that.
If you're a solopreneur who's been following my journey: Remember this—success is about alignment. Align your strengths with the right market. Align your time with the right opportunities. Align your business with the outcomes you want to create.
And if you’re goal is to scale beyond yourself, stay tuned because I’ll be sharing more as we build MSP Sales Partners.
The Bottom Line
Earlier this year I was weighing a decision indirectly related to this very change when a business coach and friend said something that struck me, “Some people like to build businesses with a paddle. I prefer to build businesses with a sail.”
I took that to mean when you find the right alignment between your goals, your skills, your market, their goals, and your competitive advantage, the momentum will complement your effort and get you to your destination faster.
So, here's to alignment. Here's to leverage. Here's to building something real. ⛵︎
– Ray
P.S.
I’ve already shared the initial steps I’ve taken to launch this business with my community of B2B revenue generators, Repeatable Revenue. If you want behind the scenes updates, weekly growth coaching calls, 100+ hours of training, and more, consider joining our community & business incubator here.
