Show Notes:

“From The Kitchen Sink To $2 Million.”

In this episode, Tommy Thornton, founder of San Diego-based MSP Automates, shares his incredible journey from a scrappy 12×12 office to a growing $2 million MSP. “We literally rented space in a kitchen—one guy on the left side of the sink, one on the right, and me by the fridge,” he says. Thornton dives into the strategies that worked, the mindset shifts that changed everything, and the lessons MSPs can use to hit their first million—and beyond.

Key Themes and Takeaways

Business Owner, Not Job Owner. Thornton hit a pivotal moment when he realized, “I don’t own a business—I own a job.” This sparked a mindset shift that set him on the path to scalable growth.

Systemized Sales and Marketing. Before 2022, growth was stagnant due to reliance on referrals. After implementing TMT‘s sales and marketing strategies, Automates grew 735% over three years. “I had to admit I didn’t know it all, ask for help, and start learning from the right people,” Thornton says.

The Power of Quarterly Business Reviews. QBRs helped uncover client needs, create upsell opportunities, and build stronger client relationships. Thornton emphasizes that these meetings are about alignment, not hard selling.

Canvassing: A Game-Changing Strategy. By physically visiting local businesses and leaving “shock and awe” bags with branded content, Automates closed 14 new clients in six months. Follow-up emails and second visits were key to success. “Canvassing works whether you’re in a large city or a small town. It’s about showing up, leaving value, and following up,” Thornton says.

Building the Right Team. Thornton advises hiring an admin first, not a tech, to offload invoicing and other admin tasks. Focus on hiring smarter people, cultivating teamwork, and eventually building a mid-management layer to enable growth.

Actionable Takeaways for MSP Owners

• Invest in Sales and Marketing Systems:
  • Relying on referrals isn’t sustainable. Adopt proven campaigns like direct mail, networking, and QBRs.
  • Test creative strategies like canvassing to identify decision-makers and build leads.
• Prioritize Team Building:
  • Hire an admin first to free up time for revenue-generating tasks.
  • Build a culture of accountability and continuous improvement, with core values like extreme ownership.
• Leverage Peer Groups:
  • Surround yourself with like-minded MSP owners to exchange ideas, learn from mistakes, and gain support.
• Measure and Adjust How You’re Spending Your Time:
  • If you’re not hitting goals, change your activities—not your goals.

What’s Next For Automates?

Over the next three to five years, Thornton’s focus will be on doubling revenue while laying the groundwork for sustainable growth. A key priority is building a strong mid-management team to handle day-to-day operations. Alongside this, Automates will continue refining its sales and marketing strategies, expanding its client base, and enhancing its onboarding processes to provide exceptional service. Thornton’s vision is to create a company that thrives without heavy reliance on his direct involvement.

Enjoyed this episode? Subscribe for more tips from successful MSPs and visit MSPSuccess.com for additional resources! If you missed the last episode, tune in here to hear how Karla Zehnder made her first million.