# Roger Collins

Roger Collins writes about helping managed service providers grow, improve customer relationships, and develop services in areas such as cybersecurity and AI.

- Profile: https://b2binfluencer.marketing/creators/roger-collins/
- LinkedIn: https://www.linkedin.com/in/-rogercollins
- LinkedIn followers: 7,437
- Topics: artificial-intelligence, leadership, cybersecurity, customer-success
- Based on 13 dated posts, latest 2026-09-10

## Summary

Roger Collins is most useful for practical MSP growth content on quarterly business reviews, AI managed services, and cybersecurity.

- Best for: A B2B SaaS platform selling reporting, governance, or workflow tooling to MSPs for co-branded thought leadership.
- Not for: An enterprise cybersecurity vendor seeking independent lab-tested benchmarks, verified customer outcomes, or product comparison tables.
- Check first: Ask for audience breakdown and whether event posts are paid sponsorships or partnerships.

### Takeaways

- A quarterly business review should be a business strategy meeting, not a service update.
- AI is becoming a recurring managed service, and the window to lead is short.
- Most MSPs cannot staff a full SOC, so vendor partnerships have to close the gap.

## Main ideas

- **A quarterly business review should be a business strategy meeting, not a service update**: Collins argues that the QBR has changed from a service review into a technology-led strategy conversation, and that this reframing can move a client from a mid-size monthly spend to a larger strategic account relationship. Conversations about business risk and direction are where MSPs differentiate; ticket statistics alone do not hold an executive's attention. The recommended method is a standardized slide deck that controls the conversation and covers a business update, executive dashboard metrics, security, service experience, roadmap progress, quantified risk, and prioritized recommendations for the next 90 days and 12 months.
- **AI is becoming a recurring managed service, and the window to lead is short**: Collins argues that AI is no longer just a project for MSPs but a managed service they can sell on subscription, and that MSPs establishing themselves as AI adoption and management leaders now will be positioned for years. As clients adopt tools like Microsoft Copilot and AI-driven workflows, they create ongoing support, governance, and optimization needs rather than a single deployment. Collins groups what large MSPs are doing into two offerings: a Copilot managed service covering deployment, configuration, license optimization, adoption, and governance; and a managed AI agent service that builds and runs agents for functions such as finance, sales, and service desk, with some MSPs adding industry-specific agents for verticals like accounting and law.
- **MSP growth starts by questioning the assumptions that made you successful**: Collins argues that the most successful MSP leaders challenge their own operating assumptions before the market challenges them, and that growth sometimes begins by re-examining what worked in the past. Roles, tooling, pricing, and service desk design that suited an earlier stage can quietly limit the next one. Rather than offering a prescriptive framework, the post poses a self-assessment: would you hire the same roles, use the same tools, charge the same way, and build the same service desk if you started the company today?
- **The best salesperson is usually on the service desk, not in sales**: Collins argues that retention and client goodwill depend on frontline responsiveness rather than the sales process. Clients rarely remember the details of what they were sold, but they do remember how the team behaved when something went wrong. That makes fast ticket responses, proactive updates, and clear explanations the real growth engine. The post names the technician who answers a ticket quickly, the service coordinator who keeps a client informed, and the engineer who explains a solution instead of just implementing it.
- **Most MSPs cannot staff a full SOC, so vendor partnerships have to close the gap**: Collins argues that building and staffing a complete security operations centre is unrealistic for many MSPs, and that combining advanced security technology with managed expertise can bridge that gap while improving customer protection. The post reports a ConnectWise and SentinelOne partnership and frames its expected outcomes for MSP readers.
- **A rejection is fuel, and the right response is to ask for the shot anyway**: Collins argues that a "no" is an asset — "No is good. No is fuel" — and tells the story of a 2022 job rejection to make the point. After receiving detailed critical feedback, they replied by offering to join on contract at the bottom of the pay scale to prove the case. The sting of rejection drove the performance that followed, and the post ties that persistence to a stated preference for being an individual contributor rather than a manager.

## Work to read

- [Quarterly business reviews as a strategy meeting](https://www.linkedin.com/posts/-rogercollins_msp-managedservices-cybersecurity-activity-7487863314711011330-V7bH)
- [AI as a managed service, not a one-off project](https://www.linkedin.com/posts/-rogercollins_msp-managedservices-ai-activity-7485331862354149377-6AHs)
- [Rejection as fuel: a first-person sales career story](https://www.linkedin.com/posts/-rogercollins_was-speaking-with-a-friend-of-mine-about-activity-7351274780324470784-vI4c)
- [How to frame a managed security partnership announcement](https://www.linkedin.com/posts/-rogercollins_msp-cybersecurity-connectwise-activity-7490774082284777473-ifij)
- [Your best salesperson isn't in sales](https://www.linkedin.com/posts/-rogercollins_msp-managedservices-customersuccess-activity-7488231841867452416-5ULr)
- [IT Nation Connect Global as the MSP event to attend](https://www.linkedin.com/posts/-rogercollins_itnationconnect-msp-connectwise-activity-7493300354239877120-uaSO)
- [Would you build your MSP the same way today?](https://www.linkedin.com/posts/-rogercollins_msp-managedservices-mspgrowth-activity-7492604909415215105-E8f5)

## Brand relationships

- **ConnectWise** (disclosed_partnership)
- **Hoppier** (employment)
- **N-able** (employment)

## Partnerships

Roger Collins’s posts include event and product-related content for MSP audiences: they recommend IT Nation Connect Global to MSP leaders and promote a ConnectWise roadshow, inviting readers to ask about attending. Ask whether these posts are paid sponsorships or formal partnership offers, and what formats, deliverables, rates, and terms are available.

## Alternatives

- Manny Rivelo: Consider Manny Rivelo if the campaign should lead with the strategic shift toward AI-driven, automated MSPs and the MSP's role as a guide for SMB AI adoption. The posts connect that shift to industry change and partner leadership, giving a series a broader, executive-level frame.
- Michelle Woodward Hodges: Consider Michelle Woodward Hodges if the series should focus on practical AI adoption through a cybersecurity and resilience lens. The posts discuss AI fluency and people-first security operations, and give MSPs specific identity and access practices to discuss with customers.
- Dux Raymond Sy: Consider Dux Raymond Sy if the campaign's strongest angle is responsible AI adoption and governance. The posts raise practical questions about agent oversight, data, liability, and usage-based costs, including a recommendation to set spending limits before enabling Copilot Cowork.

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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/