Show Notes:
“You never lose—you either win or you learn.”
In this episode, Fusun and Merjan Bubernack, the powerhouse mother-daughter team behind ET&T, share their incredible journey from a family-run paging company in 1968 to a thriving MSP generating $2.2M in recurring revenue. Fusun is ET&T’s president and Merjan is the director of customer success. Their story is packed to the brim with insights on adapting to industry changes, mastering marketing, and scaling a multi-generational business.
Key Themes and Takeaways
From Phones to IT Services. ET&T started as a paging system company in 1968, evolved into phone systems, and later transitioned into IT services in 2011—all while maintaining a strong client base. “We knew voice and data were converging, and even though we had no IT experience, we took the leap. Now, it’s the core of our business,” says Fusun.
Going to Market. In 2016, ET&T joined the Technology Marketing Toolkit and started serious marketing efforts for the first time. Monthly recurring revenue grew from $30,000 in 2015 to $2.2M in 2024 by implementing structured sales processes. “Marketing was a mystery to us for years. When we finally figured out the formula, the growth exploded,” Fusun says.
Hiring for Culture First, Skills Second. ET&T’s hiring process prioritizes attitude, personality, and motivation over technical ability. “You can’t change someone’s personality, but you can teach them technical skills,” Fusun explains.
Sales & Marketing Systems That Work. A structured outbound campaign with 500+ cold calls per week led to 44 new clients in one year. A multi-touch approach (direct mail, calls, emails, follow-ups) increased brand recognition and client conversion.
Cash Flow Mastery. ET&T survived major financial struggles after taking over the business in 2000, focusing on eliminating debt and building recurring revenue. Weekly financial check-ins ensure strong cash flow management. “If we see something off, we don’t wait,” says Fusun. “We take action immediately.”
Actionable Takeaways for MSP Owners
- Invest in Marketing—It’s a Game Changer
- Implement a structured call, email, and direct mail cadence for outreach. Don’t rely solely on referrals—build a lead generation system that runs every week. “We’ve been in business since 1968, but our real success started in 2016 when we figured out marketing,” Fusun says.
- Prioritize Hiring for Culture
- Look for happy, motivated people—technical skills can be taught, but attitude is everything. “If they can’t smile in a 15-minute video interview, they don’t make it to the next round,” says Fusun.
- Know Your Financials Inside and Out
- Track KPIs weekly and adjust your strategy in real-time to maintain a healthy cash flow. “If you don’t track your numbers weekly, you’ll never hit your revenue goals,” Fusun explains.
- If You’re Stuck, Change Your Approach
- ET&T went from stagnation to explosive growth by learning sales and marketing from experts. “We had to stop thinking like techs and start thinking like business owners,” says Fusun.
What’s Next for ET&T?
Fusun and Merjan have big plans for the next phase of ET&T’s growth. Their goal is to scale beyond $5M in annual revenue while maintaining a strong company culture and high client retention. They’re doubling down on sales and marketing systems, expanding their recurring revenue model, and refining internal processes to improve efficiency. As the company transitions leadership to the next generation, the focus remains on sustainable growth, innovation, and maintaining ET&T’s reputation as a trusted MSP in the industry.
ET&T’s journey proves that adaptability, persistence, and smart marketing can transform an MSP. Whether you’re running a family business or scaling your team, their insights on hiring, financial planning, and sales will help you take your MSP to the next level.
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