THE ENGAGEMENT

What gets built.
In what order.
In how long.

The Your Sales Energy buildout is a 6 month engagement structured around five foundation layers. Each layer is built in sequence. Each one is necessary. Removing any of them is how MSPs end up back where they started.

6 months
Engagement length
5 layers
Foundation depth
Daily
Coaching cadence
$54,000
Total investment
HOW THE 6 MONTHS BREAK DOWN

Two phases.
Both essential.

The first 90 days is heavy lifting. We build the foundation and find the right Producer in parallel. The second 90 days is where the system gets refined under real deal pressure and the Producer develops into someone who runs the motion without you.

PHASE 01 · DAYS 1 — 90

Active Buildout

The buildout phase is the most labor intensive part of the engagement. Five foundation layers built in sequence, the Producer recruited and onboarded, daily coaching from day one.

  • ◢ Sales process documented end to end
  • ◢ Playbooks, scripts, and objection libraries built
  • ◢ CRM configured around how your MSP actually sells
  • ◢ Qualified pipeline loaded before day one
  • ◢ Producer recruited, vetted, and onboarded
  • ◢ Daily coaching and call reviews begin immediately
PHASE 02 · DAYS 91 — 180

Optimization & Scale

The foundation is built. Now we tune it. The Producer is in the field generating real conversations. We refine the system based on what's actually working and what isn't.

  • ◢ Pipeline velocity tracked and optimized
  • ◢ Conversion rates measured and improved
  • ◢ Process refined based on real deal data
  • ◢ Daily coaching continues through ramp
  • ◢ First closed deals expected in this window
  • ◢ Handoff plan built for ongoing operation
THE FIVE FOUNDATION LAYERS

What we actually build.
Layer by layer.

Each foundation layer solves a specific failure mode that breaks MSP sales hires. Built in this order, they form the structure the Producer drops into on day one.

01
FOUNDATION LAYER
Process

What this layer is

The defined sales methodology that governs how a deal moves from cold conversation to signed agreement. This is the deepest of the five layers because every other layer is built on top of it. Without a real process, the rest of the foundation has nothing to anchor to.

What most MSPs have today

A process that exists in the founder's head but has never been written down. Each rep handles deals slightly differently because nobody documented how a deal should actually move. Discovery looks different on every call. Proposals get sent at different stages. Follow up cadences vary by mood. The result is a sales motion that depends entirely on the talent of whoever is selling, not the system around them.

What we build

A complete sales process that defines every stage from first conversation to close, with clear entry and exit criteria for each stage. We document what triggers a deal moving forward, what disqualifies it, and what activities the Producer is responsible for at each step. This becomes the operating manual the Producer runs every day.

DELIVERABLES IN THIS LAYER
  • Documented sales process with named stages and exit criteria
  • Stage transition checklist for the Producer
  • Disqualification criteria so the Producer knows when to walk away
  • Deal velocity benchmarks by stage
  • Sales activity standards the Producer is held to weekly
02
FOUNDATION LAYER
Playbooks

What this layer is

The artifacts the Producer uses every day to execute the process. Scripts for the first conversation. Discovery question frameworks. Objection handling responses. Marketing collateral that supports the sale. Playbooks turn methodology into muscle memory.

What most MSPs have today

Either nothing at all, or a folder somewhere with five outdated documents nobody references. The Producer makes up their own scripts on the fly. They wing the discovery call. They handle objections based on what they remember from their last job. Every conversation is improvised because there's no playbook to lean on.

What we build

A complete library of artifacts the Producer uses on every call and in every deal. We write the scripts. We build the discovery question framework. We document the most common objections an MSP hears and the proven responses that move past them. We create the marketing materials that support the conversation. Everything the Producer needs is built, tested, and documented before they ever pick up the phone.

DELIVERABLES IN THIS LAYER
  • Cold call opener and qualification script
  • Discovery question framework and conversation guide
  • Objection handling library specific to MSP sales
  • Email and follow up sequence templates
  • Marketing collateral including one pagers and case study templates
  • Proposal and statement of work templates
03
FOUNDATION LAYER
Infrastructure

What this layer is

The technical environment the Producer operates inside. The CRM configured around how your MSP actually sells. Sequences for outbound. Dashboards that show real activity. Reports that tell leadership what's actually happening in the pipeline. Infrastructure is what makes the process and the playbooks operational.

What most MSPs have today

A CRM that was configured by whoever touched it first, never reflects how the company actually sells, and produces reports nobody trusts. HubSpot or Zoho or ConnectWise sitting half configured. The Producer avoids it. Leadership doesn't believe the numbers. A tool the company pays for every month that's not actually running the sales motion.

What we build

A CRM configured around your specific sales process with the stages, fields, and automation that match how your MSP actually sells. Sequences for outbound prospecting. Dashboards that give leadership real visibility. Reports that tell the truth about pipeline health. By the end of the buildout, your CRM is the operating system of your sales function, not a graveyard of half completed records.

DELIVERABLES IN THIS LAYER
  • CRM configured around your sales process and team
  • Custom fields, stages, and automation built for your MSP
  • Outbound sequence templates ready to deploy
  • Pipeline and activity dashboards for leadership visibility
  • Standard reporting on conversion rates and velocity
  • Integration with calendar, email, and other tools the Producer uses daily
04
FOUNDATION LAYER
Pipeline

What this layer is

Qualified prospects loaded into the system and ready to work before the Producer ever starts. Lead generation built into the foundation, not bolted on later. Pipeline is what separates a Producer who has conversations from a Producer who has nothing to do.

What most MSPs have today

A hopeful list of prospects nobody has researched. Or a referral pipeline that's strong but unpredictable. Or nothing at all. When a new rep is hired, they spend their first 30 days building their own prospect list, which means month one produces zero conversations. Most reps never recover from that slow start.

What we build

Qualified prospect lists loaded into the CRM before the Producer's first day. Ideal client profile defined and used to filter the list. Lead generation activity built into the Producer's daily rhythm so the pipeline self refreshes. Day one of the Producer's tenure is the first day of selling, not the first day of building a list.

DELIVERABLES IN THIS LAYER
  • Ideal client profile defined and documented
  • Qualified prospect list loaded into the CRM
  • Lead generation cadence and activity standards
  • Prospect research templates the Producer uses daily
  • Lead scoring and prioritization framework
05
FOUNDATION LAYER
Hiring

What this layer is

The last foundation layer before the Producer is dropped in. We don't just help you hire. We find, vet, and validate the right person using a methodology built for this specific role. DISC assessment for behavioral fit. TopGrading style chronological interviews to validate actual track record. Reference checks done at depth.

What most MSPs have today

A one hour conversation. Two references the candidate hand picked. A gut feel. They hire someone who looked great in the interview, watched them collapse in the field, and concluded outside sales doesn't work for MSPs. The hiring process produced exactly what it was built to produce: a failed hire.

What we build

A structured hiring process specifically engineered for the MSP outside sales role. DISC assessment confirms the candidate is behaviorally wired for the demands of the job. TopGrading style chronological interviews validate the actual track record across every previous role. We do the deep reference checks the candidate isn't expecting. By the time we recommend a candidate, you're not hiring on hope. You're hiring on evidence.

DELIVERABLES IN THIS LAYER
  • Job description and compensation plan tailored to your MSP
  • Active recruiting across multiple channels
  • Initial screening and qualification of candidates
  • DISC assessment of finalists
  • TopGrading style chronological interviews
  • Deep reference checks beyond the candidate's curated list
  • Final candidate recommendation with full vetting documentation
THE PRODUCER WE PLACE

Who actually sits
on top of the foundation.

The Producer is the variable. The foundation is the constant. But the variable still has to be the right person. Here is what we look for when we recruit and vet a Producer for your MSP.

EXPERIENCE

3 to 7 years

B2B sales experience, ideally with at least 2 years in technology, IT services, or business services. We are not looking for SDRs. We are looking for full cycle outside sales reps who can run a discovery conversation, build a relationship, and close a deal independently.

BEHAVIORAL PROFILE

High D, High I

On DISC: High D, moderate to high I, low S, low to moderate C. Producers thrive in outbound roles with autonomy and energy. We screen this with a real assessment, not a personality quiz pulled off the internet.

COMPENSATION

$65K to $110K base

$65K to $90K base for MSPs in the $2MM to $5MM tier. $80K to $110K base for MSPs in the $5MM to $10MM tier. Variable compensation is tied to new monthly recurring revenue with realistic year one targets that ramp through month six.

GEOGRAPHY

Recruited nationally

We recruit nationally and the Producer is fully remote unless your MSP requires local presence. About 70 percent of our placements are in lower cost of living markets where the compensation package goes further and the talent pool is deeper.

WHAT WE SCREEN OUT
BOUNDARIES OF THE ENGAGEMENT

What this engagement
is not.

Being honest about what is not in the engagement matters as much as being clear about what is. Three things commonly get assumed into a sales build that are not what Your Sales Energy delivers.

NOT INCLUDED IN THE BUILDOUT
THE INVESTMENT

What it costs.
Compared to what it protects.

The 6 month buildout costs $54,000. The DIY path for an MSP at your size costs $200K to $333K in year one, with $135K to $215K exposed if the Producer fails. The math isn't subtle.

◢ FIG. 02 · BUILDOUT INVESTMENT
Onboarding fee One time $5,000
Days 1 — 90 · Active Buildout Per month $9,500
Days 91 — 180 · Optimization Per month $8,000
6 month engagement Minimum commitment $54,000

Keep reading

DAILY COACHING
What coaching actually looks like
The daily work that turns the foundation into a working sales function. See a real anonymized call review to understand the texture of the coaching itself.
Read more →
DIFFERENTIATION
What makes this different
Why this isn't a sales consultant, a recruiter, or a fractional VP of Sales. The specific things Your Sales Energy does that the alternatives don't.
Read more →
THE OPERATOR
Who built this
Jamie Williams has spent years inside MSP sales, watching what works and what doesn't. The methodology is the product of that operator experience.
Read more →
READY TO BUILD IT

You've seen the buildout.
Now build it.

The foundation doesn't build itself. The Producer doesn't appear out of nowhere. The next sales hire you make without this in place will fail the same way the last one did. The math is in. The methodology is here. The only question left is whether you start.

Book a Call → 30 minutes. Bring your questions. No pitch.
Take the Diagnostic → 4 minutes. Get your MSP's real number.
◢

A rep is a rep until the foundation turns them into a Producer.