Most MSP Growth Goals Are Set Up to Fail
Your MSP’s success depends on setting clear, actionable goals. But too many MSPs fall into the trap of setting fake goals—targets that look good on paper but don’t drive real business results.
You’ve seen it happen before:
- Leadership declares, “We’re going to increase revenue by 50% this year!”
- The sales team gets a huge quota increase without additional resources.
- The service team scrambles to handle the unexpected influx of new clients.
- Morale drops, and instead of growing, the business struggles just to keep up.
This cycle repeats every year. So why do MSPs keep setting goals that don’t work?
The Problem With Fake Goals
- They’re Based on Wishful Thinking
Saying “We want to grow 50%” isn’t a plan—it’s a wish. If there’s no strategy behind it, it won’t happen. - They’re Disconnected From Execution
If leadership sets a goal but doesn’t align sales, marketing, and operations, it’s doomed from the start. - They Don’t Account for Reality
Scaling without the right hiring, process improvements, and automation leads to burnout, mistakes, and lost customers.
How to Set Growth Targets That Actually Work
- Start With Real Data
Look at past revenue, sales cycles, and customer retention rates. Use this data to set realistic, achievable targets. - Align Sales and Operations
Growth isn’t just about selling more—it’s about ensuring your service team can support it without breaking. - Track the Right KPIs
Instead of only looking at total revenue growth, track:
- Customer acquisition cost (CAC) – Are you spending profitably to get new clients?
- Lifetime value (LTV) – Are you keeping clients long enough to justify your costs?
- Operational capacity – Can your team actually handle more growth?
Conclusion
MSPs that grow successfully set targets that are backed by strategy, not hope.
If your MSP’s growth goals feel more like wishful thinking than a clear plan, it’s time to rethink your strategy. Setting the right goals means scaling profitably—not just growing for the sake of it.
