In this episode of Partnerships Unraveled, we sit down with Craig Fulton, industry veteran and M&A advisor at Evergreen, to break down what it takes to scale an MSP beyond founder-led sales.
Craig brings 20+ years of experience building high-impact MSP communities (including IT Nation at ConnectWise) and now advises business owners on driving enterprise value and successful exits.
Here’s what we unravel in this episode:
Why Founder-Led Sales Caps Growth – The hidden bottlenecks in MSP sales and why hiring a dedicated salesperson can double or triple customer acquisition.
Building Scalable Sales & Referral Systems – How top MSPs create repeatable processes for generating consistent inbound business.
The Power of MSP Collaboration – Real-world examples of MSPs working together—even with competitors—to drive growth.
Localizing MSP Marketing for Maximum Impact – Why small businesses buy from people they trust, and how sponsoring local events and sports teams can be a game-changer.
Mastering MDF & Partner Programs – The right way for MSPs to secure and leverage vendor marketing development funds to drive real ROI—and why tracking & reporting is the secret to getting more funding.
Why Vendor Partner Programs Often Fall Short – The gaps in vendor support that are failing MSPs and how vendors can better enable their partners to succeed.
Craig’s insights cut through the noise with hard-earned lessons on MSP growth, sales, and marketing. If you're an MSP leader looking to scale smarter, this is an episode you can’t afford to miss.

Connect with Craig: https://www.linkedin.com/in/craigmfulton/

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Craig Fulton - Scaling MSP Growth: Breaking the Founder-Led Sales Ceiling