Lester and Justin have worked with over 500 MSPs between them. One built the marketing engine. The other built the outbound program that booked 2 to 5 meetings a week for 160 MSPs. We help MSPs go from $1M to $5M and beyond.
This page is about who we are. Not what we sell.
I didn't start in a boardroom. I started on a beige PC in my dad's office, teaching myself how Google worked because his business was invisible online and we couldn't afford to pay anyone to fix it.
When his phone first rang from something I'd built, I was seventeen. Didn't sleep that night. Spent the next fifteen years chasing that feeling for other owners. Not remotely. I drove to them. Forty-something states. A lot of truck stops. More than a hundred owners, face-to-face.
Along the way, I worked with Managed IT firms globally helping them with their Project and Service Management with tools like Autotask and Connectwise Their marketing was invisible. Their pipelines ran on referrals and hope. I learned the managed IT business from the inside out, and it became the vertical I understood better than any other.
It wasn't a strategy problem. It was people ghosting after the first invoice cleared. Agencies sending reports full of numbers that had nothing to do with the money coming in.
Lester Fernandez, FounderSo I built the opposite. Small team. Everyone actually knows your account. Everyone owns the outcome. No handoffs, no pools of junior managers, no reports full of charts that don't say anything. Ten years later, I brought on someone who'd seen the same patterns from the other side of the table. and together we've worked with over 500 MSPs combined.
I spent the last several years watching MSPs try to win deals. 160-plus of them, mostly in the $1.5M–$3M ARR range. Some scaled past $5M. Some stalled at $2M for years. The thing that separated the two wasn't price. It wasn't service quality. It wasn't even sales skill.
It was the story they told the prospect.
The MSPs who scaled could explain, in plain English, the difference between functional IT and compliant IT. The MSPs who stalled were still describing themselves as “a managed services provider that delivers great support.” One sentence positions you as a vendor. The other positions you as the difference between an audit your client passes and one they don't.
The MSP owners who broke through $2M ARR weren't smarter or harder working. They had a sharper way of describing what they actually did. And that sharpness made every conversation easier. The cold call, the proposal, the renewal, the referral.
Justin Dunlop, COOI watched this pattern play out maybe 80 times before it became impossible to unsee. The positioning clarity was the unlock. Not a new stack. Not a new hire. Just a sharper way of saying what you do and why it matters to the person writing the check.
This is the work I'm now doing as COO at LeadPulls. Same pattern recognition, applied to the marketing engine. If you're an MSP owner stuck at the same ARR for 18-plus months, when's the last time you rewrote the way you describe what you do?
Between us we have worked with over 500 MSPs. We watched almost all of them get sold the same thing: a retainer, a dashboard, and a shrug when nothing landed on the calendar.
MSP owners do not need more impressions. They need meetings with people who can actually sign.
So we stopped selling activity and started guaranteeing the only number that matters.
BANT qualified only. Budget, authority, need, and timeline confirmed before a meeting lands on your calendar. If we miss, you get credited. That is the whole deal.
Winnipeg, Manitoba. Cold city, stubborn work ethic. The kind of place where people still show up on time and still mean what they say. We're Canadian-owned and the buck stops here.
winters build characterSeven people in the Philippines do the actual work on your account. They're sharp, they're quick, and they care. like it's their own business, not a to-do list. You'll feel the difference inside two weeks.
best crew I've worked withNo stock photos. No fake “leadership team.” This is the whole company. All nine of us.
I'll always be the one on the first call. If I think we can't help you, I'll say so that day, and I'll usually know someone who can.
Closed the $1.5M Kanye deal for SHERPI spent years watching MSPs try to win deals. The ones who scaled past $2M could explain the difference between functional IT and compliant IT. That positioning clarity is what I bring to every client engagement now.
Runs MSP growth strategy & client acquisition
The week it feels like nothing is happening on your account is the week Eugene already fixed it before you noticed.
Ran the ops behind IT360's $1.5M → $2M growth
Lea treats your pipeline like it's her own inbox. Which is the highest standard that exists in this job.
Pipeline ops for Hologram Zoo's birthday funnel
Mike thinks websites should pay for themselves. He builds ones that do, and he's patient with the rest of us when we don't understand how.
Shipped Hologram Zoo's rescue site in days
Elena reads your competitors' pages before she writes a word of yours. She won't repeat what's already out there.
Wrote SHERP's dealer recruitment ads (40+ signed)
David actually gets anxious when a campaign wastes money. That's the kind of person you want spending yours.
Ran the ads behind IT360's $18K MRR month
Alex will spot the broken form on your site before your customers do. Then he'll fix it without making a thing of it.
Built SHERP's enterprise tracking stack
Marcus is the reason nothing goes out broken. He'll re-test a form six times if that's what the day needs.
QA'd Hologram Zoo's PeekPro booking flowNo form at the bottom. This page was about who we are, not what we sell. We know the MSP world because we have lived in it, and we built the guarantee because we know what MSP owners deserve. If that sounded like your kind of people, you know where to find us.
