# Anthony Lobosco

Anthony Lobosco works with managed service provider (MSP) owners to build sales processes their teams can run without relying on the owner for every deal. Lobosco writes about sales follow-up, team ownership, and using AI alongside sound sales fundamentals.

- Profile: https://b2binfluencer.marketing/creators/anthony-lobosco/
- LinkedIn: https://www.linkedin.com/in/anthonylobosco
- Topics: artificial-intelligence, sales, ai-in-sales
- Based on 13 dated posts, latest 2026-10-07

## Summary

Useful for reaching MSP owners with a sales playbook that fixes owner-dependent sales and follow-up.

- Best for: A managed-IT-services consultancy or MSP sales-enablement firm selling a sales-playbook engagement to MSP owners.
- Not for: Consumer wellness brands seeking general-audience promotion of drinks, habit apps, or sober-lifestyle programs.
- Check first: Confirm whether they will participate as a paid sponsor and provide deliverables, pricing, disclosure terms.

### Takeaways

- Sales that run through the owner stop when the owner does, costing business value.
- Outbound handoffs fail when built on one person's instinct, not because outbound fails.
- AI makes a broken sales process faster, not better.

## Main ideas

- **Sales that run through the owner stop when the owner does, costing the business value**: Lobosco returns to the same claim from several angles: when every deal and follow-up depends on the owner, sales stop whenever the owner gets busy, and the business is worth less because it cannot function without them. The problem is dependence, not the owner's selling ability. Lobosco cites the Value Builder figure that owner-run sales can mean the business is worth roughly half as much.
- **Rebuild team ownership and rhythm in parallel, instead of restarting the business**: The proposed change is deliberately small and continuous, not a rebuild from zero: change who owns the next step and set a rhythm that runs without the owner in the room. Lobosco tells owners they do not have to stop everything and start over. They can make changes while the business keeps building, until the effect compounds and the owner is coaching rather than closing every deal.
- **Outbound handoffs fail when they're built on one person's instinct, not because outbound fails**: Lobosco separates the channel from the design. When the motion depends on the founder's gut about whom to call, their timing on follow-up and their judgement about when to push, it works only while they run it and falls apart when handed to someone else. The fix is a clear rhythm, clear ownership and a playbook the team can run without the founder in every deal.
- **A real sales process can be described out loud; many owners cannot describe theirs**: Lobosco treats process visibility as the test of whether a sales motion exists. On the receiving end of a well-run pitch, what stood out was not the product but the preparation: research on the business before the call, sequences already running and follow-up scheduled before the call ended. The contrast is owners who can name their targets but not why they are chasing them, how often they follow up or what happens when they get busy.
- **AI makes a broken sales process faster, not better**: Lobosco argues that more calls, leads and tools have raised costs while returns fell because volume was never the missing piece: follow-up, aligned priorities and a real process were. The new playbook is AI plus fundamentals, and the hard part is judging where AI fits a specific team, culture and selling style. Apply it to a broken process and it only speeds up the breakage.
- **Foundation first: tools and hires only hold once ownership and follow-up are fixed**: Lobosco argues that owners reach for growth first, adding a CRM, a marketing agency or a salesperson. Each can make sense on its own, but none holds while nobody owns follow-up, there is no rhythm and every deal still runs through the owner. They apply the same pattern to personal routine: a habit change made without a crisis that then made everything else compound.

## Work to read

- [What do you do? A direct explanation of the sales problem Lobosco fixes](https://www.linkedin.com/posts/anthonylobosco_what-do-you-do-an-msp-owner-asked-me-activity-7511749730666807297-awml)
- [Why outbound gets pulled back in when the founder hands it off](https://www.linkedin.com/posts/anthonylobosco_i-sat-with-a-group-of-msp-owners-last-week-activity-7513199332884484096-Hxmo)
- [What a well-run sales process looks like from the buyer’s side](https://www.linkedin.com/posts/anthonylobosco_i-sat-on-the-other-side-of-a-sales-pitch-activity-7513561640622034944-6O8s)
- [Where AI fits in an MSP sales playbook](https://www.linkedin.com/posts/anthonylobosco_ai-broke-the-old-msp-sales-playbook-more-activity-7510662377135308800-5Q6x)
- [The personal foundation story behind “build within, let it compound”](https://www.linkedin.com/posts/anthonylobosco_i-told-a-friend-my-business-is-taking-off-activity-7512836612754407424-SspS)

## Brand relationships

- **Cisco** (employment)
- **Presidio** (employment)
- **Microsoft** (mention)
- **Partner Development Group** (mention)

## Partnerships

Lobosco’s posts show no sponsorship or paid-partnership formats. Instead, they offer MSP owners a sales playbook via direct message and a complimentary Sales Diagnosis. Both lead into their own sales work with MSP owners, not brand placements. The posts and LinkedIn profile contain no sponsor policy, rate card, media kit, audience specification, or disclosed paid brand collaboration. Before considering a paid collaboration, brands should ask for deliverables, pricing, disclosure terms, and an official inquiry route. For MSP owners, the offer is to diagnose sales from inside the business, covering culture, follow-up rhythm, and ownership, then build a playbook with the team and stay on until it runs without the owner.

## Alternatives

- Cory Bruscia: Consider Cory Bruscia when the campaign aims to show founders that adding salespeople without a sales system makes the problem more expensive. Their posts address founders and sales leaders. One lists what is missing beneath a growing team: a defined sales process, ICP, messaging, prospecting strategy, qualification method, CRM discipline, metrics, forecasting and onboarding. The other reframes AI in sales: the question is not how to get sellers to use more AI, but what they should do once AI handles research, meeting summaries, follow-ups, call plans, CRM updates and buying signals. This is a good match if the consultancy wants a sales-playbook engagement led by sales-foundation design and role redesign.
- Becka Dente: Consider Becka Dente when the campaign is about revenue-team alignment: shared definitions, documented handoffs and an operating rhythm in which sales, marketing and customer success review the same pipeline number. Their posts describe a company that scaled past 30 employees and found that the operating system built for 12 people no longer worked. Marketing celebrates MQL targets while sales conversion drops; each team trusts its own reports; nobody agreed on what the numbers measure. Dente names a starting point: agree on what an MQL is, when ownership transfers and what qualified means, then document handoffs and run a shared weekly pipeline review. This is a better fit than Lobosco if the consultancy's playbook engagement is about cross-functional revenue operations rather than rebuilding an owner-run MSP sales motion.
- Tom B.: Consider Tom B. when the campaign is specifically about outbound lead generation for an agency or MSP: finding lookalike clients, building smaller, more relevant lists or using AI as a control layer over outbound infrastructure. Their posts argue that outbound infrastructure is connecting to AI assistants that can find companies matching an ICP, find decision-makers, verify contacts, research accounts, segment lists and build campaigns before anything sends. The other post offers a method: ask an agency owner to name their best client, write down why that client bought, then find companies with the same shape instead of the same industry label. Send three well-researched messages instead of three hundred generic ones. This is a strong match if the consultancy's campaign is about generating new outbound conversations for the MSP, not rebuilding its owner-run sales motion.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/