AI Practice Development for Microsoft MSPs
We build the commercial side of your AI practice — and supply the specialist capability while it builds.
Operator, at GM and CxO level
Revenue under direct accountability
Inside a UK MSP, with its leadership team
MSP owners interviewed before a word of this was written
Two sentences we hear from almost every MSP owner.
We only hear about it when they ask us to quote.
We built exactly what they asked for, but there was no next conversation.
They are the same problem at opposite ends of the same opportunity: being brought in after the business decision has already been made.
Whoever leads the commercial conversation writes the requirement everybody else quotes against. A requirement written without you leaves you competing inside somebody else’s decision — often on scope and price rather than business value.
Not because the technical work is inferior. Building that business was correct. Stopping there is what costs you.
An AI practice needs two capabilities. Most MSPs have built one.
Customers don’t buy AI. They buy a change to how the business works, and only then do they buy the technology that delivers it.
AI business consulting
Where value is created in a customer’s business, what the work should become, what the change is worth, and whether the case survives a CFO. Sold to the CEO, CFO and COO — before a requirement exists.
Most MSPs have not built this.
AI technology implementation
How the technology is architected, licensed, configured, integrated, secured, deployed, adopted and supported. Delivered against a requirement somebody else wrote.
This is your asset, and a real one.
Neither half is superior. The commercial half is simply earlier in the sequence — and earlier is where the requirement gets written.
We do. You do.
The question every MSP owner asks within the first minute, answered before it is asked.
We sell no software, no licences and no implementation. The build is yours.
Review. Build. Apply.
Three stages, and a different risk removed at each one.
Customer AI Revenue Engine
How do we lead this at a customer now, before we are ready?
Build the capability. Buy the capacity while it builds.
Capability takes quarters to build. Your customers will not wait that long, so you do not have to.
Growth Executive
£15,000 a year
- On site, inside your business, with the leadership and management teams — not in a room somewhere else.
- Your own offers, accounts and numbers, worked through step by step until the commercial half exists.
- Access between visits on live commercial decisions — a deal that needs shaping, an offer that will not price.
- Not training, not coaching, not a peer group. One partner, one senior operator.
Customer AI Revenue Engine
From £3,000 per engagement
- You own the customer — before, during and after. No independent relationship is formed, sought or retained.
- You lead delivery and attend every customer session. Specialists work to your direction.
- You sign every deliverable that reaches the customer.
- You win the build. It ends at implementation readiness — the build is your work and your revenue.
We have already done this inside an MSP.
He helped us put in place the growth structure, commercial discipline and strategic thinking required to scale the business more effectively — and challenged us to think about growth as a system rather than a series of isolated activities.
Most growth advisers study growth. We have run it.
Twenty-five years of P&L accountability at GM and CxO level: Vodafone, O2 / Telefónica, Symantec / Norton, Staples Europe, Equifax and Helvar. £24bn of cumulative revenue under direct accountability, £1.1bn of additional annual revenue delivered, 15 million customers added.
“We are not consultants.”
Eight MSP owners said a version of that sentence to us independently, before any of this was written. It is not a technology problem and it is not a marketing problem — every one of them could implement, and none of them could reliably lead the conversation that comes first.
We work with MSPs. We do not compete with them.
We sell no software, no licences and no implementation. We do not build, configure, integrate, secure, deploy or operate technology, and we do not bid for the work that follows our engagements.
Where you need executive AI business consulting capability inside a live customer engagement before your own is fully built, that capability is supplied through Formalus — our specialist client-facing commercial transformation capability. Formalus performs commercial transformation work only. It does not implement, and every technology implementation it specifies passes to the partner.
On Microsoft. We work with managed service providers whose businesses are built on Microsoft workloads. TechGrowth is not a Microsoft partner and is part of no Microsoft programme. We help ensure the commercial case and its supporting evidence are structured clearly. Eligibility and claims remain entirely between you and Microsoft.
A seat in the decision, not a slot in the quote list.
A Growth Review is a structured conversation with you and your leadership team: where your AI practice is actually constrained, what removing that constraint is worth, and an honest answer on whether we are the right people to help. Including when we are not.
Win the business case before you win the build.