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.
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.
Key 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.
Check first: Confirm whether they will participate as a paid sponsor and provide deliverables, pricing, disclosure terms.
Main ideas
Sales that run through the owner stop when the owner does, costing the business value · Rebuild team ownership and rhythm in parallel, instead of restarting the business · Outbound handoffs fail when they're built on one person's instinct, not because outbound fails
Anthony Lobosco works with managed service provider (MSP) owners to make sales less dependent on the owner personally running every deal.
They argue that growth problems often start with a weak sales foundation: unclear follow-up, no steady rhythm and nobody besides the owner responsible for the next step.
Their posts offer practical examples of how to rebuild that motion with a team, along with a measured view of where AI can help—and where it can simply speed up a broken process.
Lobosco makes an abstract sales-process problem visible through specific handoffs.
They describe outbound that worked while the founder chose prospects and follow-up timing, then fell apart when handed to someone else.
In another post, a company earns their attention not just with its product but by researching their business, preparing sequences and scheduling follow-up before the call ends.
Those contrasts show what they mean by a process built on ownership rather than one person's instinct.
Their advice is to diagnose the team's existing culture, rhythm, follow-up and responsibilities, then build a playbook with the team and keep working until it runs without the owner in every deal.
They apply the same foundation-first argument to AI: tools do not fix missing priorities or follow-up.
A personal account of rebuilding routines while living with MS gives that argument a personal dimension.
Lobosco's recurring argument is that MSP sales underperforms when it runs through the owner.
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The durable fix is not a new tool or hire, but redesigning ownership, rhythm and follow-up with the existing team while the business keeps running.
Across the posts, AI and CRM-type tools amplify the process already in place: useful on top of working fundamentals, harmful on top of a broken one.
Lobosco often closes with a diagnostic offer—a complimentary Sales Diagnosis or a direct-message request for an MSP Sales Playbook—reflecting their preference for diagnosing the sales motion before recommending changes.
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.
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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.
At Microsoft MSP Mastery Day, hosted by Partner Development Group, an MSP owner asks Lobosco what they do.
Lobosco answers with a point about valuation rather than a service description; the owner goes quiet and says, "Really?"
In a separate post, Lobosco asks owners to name one part of their sales process that works only when they personally run it.
Most, they say, cannot describe their process beyond who they are chasing.
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.
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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.
Lobosco describes an engagement that diagnoses sales from the inside—culture, rhythm, follow-up and who owns what—then builds a new playbook with the team and stays on until it runs without the owner.
The stated endpoint: "One day you look up and you're coaching instead of closing."
The failure case is owners who tried outbound, hired someone, saw it collapse during handoff, then pulled it back so it runs only when the founder has time.
The two posts approach the same problem from opposite directions: one describes rebuilding sales while they continue, the other shows what happens when owners retreat to founder-run selling.
Outbound handoffs fail when they're built on one person's instinct, not because outbound fails
Lobosco separates the channel from the design.
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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.
Lobosco says the same conversation came up three times with different MSP owners in one week: "I tried outbound.
Hired someone.
It didn't work.
So I pulled it back."
They attribute the pull-back to a sales motion built around the founder's instinct, which is why it ran only when the founder had time.
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.
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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.
Lobosco describes being pitched on a platform with a good product and clear use case, then notes that their outbound ran on data and ownership rather than one person's gut feel. They hold that up as a standard for owner-run MSP sales and ask what part of the sales process works only when the owner runs it personally.
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.
Read more
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.
Lobosco says the right fit is something the team feels within the first week, with everyone moving toward the same number in their own way.
They point to "30 years at companies like Cisco and Presidio" as the source of the fundamentals paired with AI.
The post also offers an MSP Sales Playbook by direct message.
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.
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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.
Lobosco says they accidentally stopped drinking after deciding to be up at 5 and at the desk by 7.
Six weeks later, the MS brain fog, severe face pain and fatigue had lifted.
They say this was not the biggest change since diagnosis, but the one that made the rest compound; it started with a new rhythm, not a crisis.
They call the sales equivalent "Different diagnosis.
Same principle."
The personal change and the business outcome are presented as separate examples of building a foundation before growth, not as cause and effect.
The recent, personal health and routine posts sit alongside the sales argument. Lobosco uses them to explain why their advice starts with foundations rather than a quick revenue fix.
Answers the basic newcomer question — what does Lobosco actually do? — with the clearest description of the engagement: diagnose the owner-run sales motion, rebuild ownership and rhythm with the team, then step back.
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At Microsoft MSP Mastery Day, an MSP owner asks Lobosco what they do.
They start with the problem: when all sales run through the owner, the business is “worth roughly 50% less (Value Builder)” and the owner is exhausted.
The fix is to diagnose culture, rhythm, follow-up and ownership, then build a new playbook with the team and support them until it runs without the owner.
The post closes on “coaching instead of closing.”
For brands planning a campaign
Use this as the anchor for a playbook engagement aimed at owner-dependent MSPs. It ties the sales problem to business value and lays out the offer: diagnose the business, build with the team, and stay until the motion runs without the owner.
Gives a buyer-side example of the process Lobosco is trying to build.
Read more
Read it to understand the contrast between a motion running on “data and ownership” and one running on a person’s gut feel.
A company pitches Lobosco on a platform.
The product and use case are good, but the preparation stands out: research before the call, sequences already running and follow-up scheduled before the call ends.
Lobosco contrasts this with MSP owners who “cannot describe their own sales process” beyond who they are chasing; they may not know why or how often they follow up, or what happens when they get busy.
For brands planning a campaign
Use this as a target-state example in campaign content: scheduled follow-up, visible ownership and a process that continues when the owner is busy. It gives a concrete before-and-after without claiming a client result.
Explains Lobosco’s position on AI and the background they bring to the sales conversation.
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Read it to avoid mistaking the offer for an AI-tool pitch.
Lobosco argues that “AI broke the old MSP sales playbook” by adding calls, leads and tools whose costs rise while returns fall.
What’s missing: follow-up, aligned priorities and a real process.
The proposed playbook combines AI with sales fundamentals from “30 years at companies like Cisco and Presidio.”
The hard part is knowing where AI fits the team and culture; applied to a broken process, it “just makes the broken process faster.”
For brands planning a campaign
Position the engagement as AI plus fundamentals, not AI alone. The post also offers a usable lead magnet — an “MSP Sales Playbook” requested by direct message — that a consultancy could adapt for its own audience.
Explains the experience behind Lobosco’s repeated “foundation first” argument.
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Read it to understand why the sales advice focuses on sustainable rhythm rather than a quick revenue fix.
Lobosco tells a friend the business is taking off, then traces the foundation to two years earlier, when they were “learning how to live with MS” and rebuilding work and routine.
The business did not come first; the foundation did.
Lobosco compares this with MSP owners who add a CRM, an agency or a salesperson before fixing follow-up ownership and weekly rhythm.
Each addition makes sense, but “none of it holds” while every deal runs through the owner.
For brands planning a campaign
Use this values-led angle for the campaign: sustainable growth, foundation before scale. Speak to owners who have tried quick fixes, keeping the offer concrete — follow-up ownership, a weekly rhythm and a playbook the team can run.
Rebuild from within: rhythm, ownership, follow-up4
Sales diagnosis as a repeatable entry point4
Build the foundation before adding tools and pursuing growth2
AI is no substitute for sales fundamentals1
Outbound handoffs fail when they depend on founder instinct1
Process visibility and data-driven follow-up1
Owner dependence is the central sales problem
Lobosco argues that when every deal or follow-up runs through the founder-owner, the sales motion stops when the owner does, reducing the business’s value.
Read more
One post cites Value Builder, saying owner-run sales can cut business value by roughly half.
Starts with a concrete owner conversation or observation — an MSP owner asking what Lobosco does, or owners describing a failed outbound handoff — then identifies the underlying ownership gap.
For brands planning a campaign
A sales playbook engagement can start by diagnosing who owns each next step, rather than pitching a CRM or tool.
The proposed fix is not a full restart or a new hire.
Read more
Lobosco describes diagnosing culture, rhythm, follow-up, and ownership, then building a new playbook with the team and staying until it runs without the owner. Small changes to ownership and rhythm compound over time.
Frames change as part of ongoing business: keep building while changing who owns the next step and what rhythm runs without the owner.
For brands planning a campaign
For a playbook engagement, emphasize implementation with the team and measurable handoffs, not just a written process document.
Lobosco says AI has broken the old MSP sales playbook by producing more calls, leads, and tools without follow-up or aligned priorities.
Read more
The new playbook pairs AI with fundamentals, with fit depending on the team, culture, and how the company actually sells; the wrong fit makes a broken process faster.
Uses an “old playbook vs. new playbook” contrast and a first-week team-feel outcome to make adoption concrete.
For brands planning a campaign
For an AI sales tool or enablement brand, use Lobosco to explain where AI fits and where it fails, rather than claiming AI alone fixes the pipeline.
Outbound handoffs fail when they depend on founder instinct
In one post, MSP owners describe trying outbound, hiring someone, then pulling it back.
Read more
Lobosco says the failure was not outbound itself, but building the motion around one person’s instinct — who to call, when to follow up, when to push — so it falls apart when handed off.
Opens with the same conversation heard three times from different owners, then separates the channel from the handoff design.
For brands planning a campaign
For a sales outsourcing, enablement, or CRM brief, frame content around transferring judgment into documented ownership and rhythm instead of adding headcount.
After being pitched a platform, Lobosco notices that the seller researched the business beforehand, had sequences running, and scheduled follow-up before the call ended.
Read more
They contrast that with MSP owners who cannot describe their sales process, follow-up frequency, or what happens when they get busy.
Uses a firsthand buyer-side observation as proof, then turns it into a diagnostic question for MSP owners.
For brands planning a campaign
A sales-tech or data brand can support content contrasting owner-gut outreach with research, sequences, and an owned follow-up cadence.
Build the foundation before adding tools and pursuing growth
In a post about personal routine, Lobosco links a new rhythm — stopping drinking and adjusting work hours — to the idea that the business did not come first; the foundation did.
Read more
They apply the same principle to MSP owners: adding a CRM, agency, or salesperson will not hold if nobody owns follow-up and every deal runs through the owner.
Carries a personal health routine into a sales argument, explicitly describing it as a different diagnosis with the same principle.
Presents the personal change and business outcome as separate applications of the same principle, not as cause and effect.
For brands planning a campaign
For a tool or agency campaign, position the creator around assessing the foundation before purchase, not treating tool adoption as a standalone win.
Several posts end with a complimentary Sales Diagnosis or a request to DM 'PLAYBOOK.' Lobosco describes diagnosing sales from the inside—culture, rhythm, follow-up, and ownership—before building the new playbook with the team.
Read more
Uses a low-friction CTA after making the case about owner dependence, rather than opening with the offer.
For brands planning a campaign
A campaign can use a diagnostic or playbook as the lead magnet, with the creator explaining how the diagnosis works and what owners should expect.
Anthony Lobosco’s posts say they previously worked at Cisco and Presidio, where they built 30 years of sales experience.
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The posts also mention Microsoft MSP Mastery Day, hosted by Partner Development Group, which they attended. Ask about any sponsor, affiliate, client, investment, or owned-business relationship.
Cisco
Employment
The post says Lobosco built 30 years of sales experience at Cisco.
Anthony Lobosco's public work on LinkedIn consists of short text posts aimed at managed IT service (MSP) owners.
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Posts about owners asking what they do or trying to hand off outbound lay out the central claim: sales that run through the owner stop when the owner does.
Posts on AI and playbooks explain where they think tools help and where they make a broken process faster.
More personal posts on routine and health apply the same foundation-first argument beyond sales.
Posts usually end with a low-friction next step — a sales diagnosis or a direct-message request for an MSP sales playbook — making the work advice for owners who want to change how sales is owned, rather than general commentary.
Both write for founders and sales leaders about why adding salespeople or tools won't fix a weak sales foundation.
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They argue that the real problem is missing structure — process, ownership, and qualification — and make the case through practitioner-level posts rather than case studies.
Bruscia writes for founders, focusing on hiring, sales enablement, and redesigning the sales role around what AI can take over. Lobosco's frame is narrower and more operational: MSP owners handing off a specific sales motion they used to run themselves.
Dente argues that misalignment is structural, rooted in undefined shared terms, undocumented handoff ownership, and a lack of common operating rhythm — not attitude.
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Both favour fixing definitions and rhythm before touching tooling.
Dente focuses on the revenue organisation across marketing, sales, and customer success in scaling companies. Lobosco focuses on the owner-led MSP, where one person still drives the sales motion.
Both treat outbound failure as a design and ownership problem, not a channel problem.
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They see AI shifting which outbound skills matter: more judgement about targets, signals, offers, and tests; less button-clicking across tools. Both also favour a small, targeted list over broad volume.
Tom B. writes about the outbound tech stack and the changing role of the outbound expert, mainly for agencies and general B2B sellers. Lobosco writes about MSP owners handing a sales motion to their teams and how that affects business value.
The posts suggest an interest in MSP sales operations: building follow-up rhythms, assigning sales ownership and applying AI to existing processes.
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Before proposing a sales-playbook campaign, ask for current LinkedIn audience data and, if professional targeting matters, survey results or another source showing followers’ roles and seniority, including the share who are MSP owners.
Lobosco’s posts show no sponsorship or paid-partnership formats.
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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.
Good fit: a managed-IT-services consultancy or MSP sales-enablement firm wants to generate leads for a sales-playbook engagement sold to MSP owners.
Read more
The campaign would help owner-operators identify and fix a sales motion that stalls when they step out of it.
Lobosco’s posts describe that problem and the offer designed to address it.
In one, an MSP owner asks what they do.
Their answer: when all sales run through the owner, the business can be worth roughly half less and the owner is exhausted.
The fix is to diagnose culture, rhythm, follow-up, and ownership, then build a new playbook with the team and stay until it runs without the owner.
Another post describes owners who tried outbound, hired someone, then pulled back because the motion depended on the founder’s gut about whom to call, when to follow up, and when to push.
A third lays out the buyer’s desired state: research before the call, sequences running, and follow-up scheduled before the call ends, unlike owners who cannot describe their own process.
The AI post offers a clear position: AI plus fundamentals, not AI alone, because a bad fit makes a broken process faster.
Posts about personal foundations explain why the offer emphasizes rhythm and compounding rather than a quick fix.
The commercial route is clear: direct-message requests for an MSP Sales Playbook and a complimentary Sales Diagnosis.
This is their own service entry point, not a sponsorship product.
Before a campaign, agree whether they will participate as a practitioner, co-branded expert, or sponsored voice; paid terms remain unverified.
The posts identify MSP owners as the intended readers, but provide no follower-role, seniority, or company-size data.
Test audience fit against the consultancy’s pipeline rather than assume it from the LinkedIn profile.
When to choose a specialist
Poor fit: a consumer wellness brand selling a no-alcohol drink, habit-change app, or sober-lifestyle program wants a creator to promote its product to a general consumer audience, using Lobosco’s personal post about accidentally stopping drinking.
Read more
The post says they stopped drinking and that MS brain fog, face pain, and fatigue lifted; the change began with a new rhythm rather than a crisis.
But the post turns that experience into a sales argument: the same principle applies to MSP owners who wait for a crisis, add a CRM, agency, or salesperson, and still have nobody owning follow-up while every deal runs through the owner.
The closing line is 'Different diagnosis.
Same principle.' This is not a wellness endorsement or product review, and it offers no evidence of a consumer audience.
Their posts focus on MSP sales process, owner dependence, follow-up ownership, AI in sales, and a sales-playbook offer.
A consumer brand would be asking them to address a different audience and subject, with no evidence in the posts that the health detail reaches or persuades consumers.
The personal health detail also calls for care: a no-alcohol brand campaign would need careful disclosure and claims review.
Ask whether they take sponsored wellness work before pursuing the campaign.
The likely result is a mismatch between their established argument and the brand’s required call to action.
A worked campaign example
Worked campaign angle — 'Who owns the next step when you are not in the room?' Objective: generate qualified MSP-owner requests for a sales diagnosis and playbook conversation.
Audience: founder-led MSP owners and sales leaders who have tried adding a CRM, agency, or salesperson without fixing follow-up ownership.
Core angle: stop treating the symptom.
Name the owner-dependence problem, then show the diagnostic and the rebuild-from-within offer.
Lead with neither an AI tool nor a generic growth promise.
Sequence: 1) Open with the Microsoft MSP Mastery Day scene: an owner asks what Lobosco does, and they explain that owner-run sales can cut business value roughly in half and exhaust the owner.
Then describe the fix: diagnose culture, rhythm, follow-up, and ownership; build the playbook with the team; stay until it runs without the owner.
CTA: direct message PLAYBOOK for the diagnostic conversation.
2) Follow with the handoff failure: owners tried outbound, hired someone, and pulled it back because the motion lived in the founder’s instinct.
Ask readers to name the one sales motion that works only when they personally run it.
CTA: complimentary Sales Diagnosis.
3) Publish the buyer-side contrast: a vendor pitched Lobosco after researching the business, running sequences, and scheduling follow-up before the call ended.
Most MSP owners cannot describe why they are chasing a prospect, how often they follow up, or what happens when they get busy.
Offer a self-check: who owns the next step, what weekly rhythm runs without the owner, and what happens to follow-up when the owner is unavailable.
4) Close the educational arc with the AI position: more calls, leads, and tools cost more and return less when follow-up and priorities are missing.
The playbook is AI plus fundamentals; a bad fit just makes the broken process faster.
CTA: request the MSP Sales Playbook.
Conversion asset: a working diagnostic worksheet and a sales-playbook conversation, not a mock portal or dashboard.
Test the worksheet with real MSP owners and ensure the direct-message or diagnosis request delivers.
Keep sponsor terms, pricing, and disclosure separate: the posts describe only Lobosco’s own offer.
Do not claim client results, follower demographics, or campaign performance that the posts do not show.
Check that the campaign audience matches the consultancy’s target before scaling.
Consider Cory Bruscia when the campaign aims to show founders that adding salespeople without a sales system makes the problem more expensive.
Read more
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.
The tradeoff is that Bruscia's posts do not name MSP owners, owner-run sales or a playbook offer, nor do they show a direct-message playbook or sales diagnosis.
A consultancy using Bruscia would need to supply the MSP audience, owner-dependence diagnosis and playbook offer.
The AI post addresses redesigning the sales role generally, not AI plus sales fundamentals for MSP owners.
The campaign would be less specific to the MSP buyer and would carry more of the offer burden itself.
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.
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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.
The tradeoff is the buyer task.
Dente's posts address revenue operations alignment and cross-functional handoffs, not the problem of an MSP owner whose sales motion stalls when they step out of a deal.
They do not mention MSP owners, an owner-dependence diagnosis, a sales playbook offer or AI-in-sales positioning.
Their material gives the campaign a revenue-operations frame and a definitions-first starting point, but the consultancy would still need to add the MSP-owner problem and playbook offer.
The reader would get an alignment message rather than a rebuild-from-within sales story.
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.
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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.
The tradeoff is scope.
Tom B.'s posts focus on outbound prospecting and cold email, not who owns follow-up once a lead is in the pipeline, how to run a weekly sales rhythm or how to stop every deal from running through the owner.
They do not mention MSP owners, a sales playbook engagement or a sales diagnosis offer.
The AI post presents AI as a control layer, a different claim from Lobosco's AI plus sales fundamentals.
A campaign using Tom B. would likely deliver a sharper outbound prospecting message, with less coverage of the owner-dependence problem at its center.
Anthony Lobosco's six LinkedIn posts are short text updates; they do not include articles, videos, or transcripts, so they do not represent full-lifetime coverage.
The LinkedIn account snapshot was observed on 7 October 2026.
The description covers overview, ideas, relationships, discovery, and campaign fit.
