Our Core Values
We exist to provide MSP Owners the revenue growth they want in their business. These five values are the filter we use for who we hire, who we take on as members, and how we handle the hard conversations that come with changing how a business sells.
Servant Leadership
We serve others to get them where they need to go.
Leadership in the Growth OS means the coach, the owner, and the seller are all working the same problem from different seats. Nobody gets to sit above the work. If a rep is struggling on discovery calls, the answer isn't a memo - it's someone on the call with them.
It also sets the boundary on what we'll sell you. If the honest recommendation is "don't buy this yet," serving you means saying it, on the first call, before anybody signs anything.
Authentic Communication
We speak truth, not just what someone wants to hear or what we “should” say.
A CRM full of optimism is worse than an empty one. We’d rather hand an owner an ugly forecast that’s true than a clean one that isn’t, and we hold ourselves to the same rule about our own results.
Owners feel this one first. If the honest read is that the cadence has slipped on your side, or that a hire isn’t going to work, we say it in the meeting - not in a quarterly review three months later.
Loving Work
We align our skills with our Highest and Best Use to unlock joy in work.
Most of the misery in an MSP sales org comes from people doing work they were never built for - the technician running discovery calls, the owner still closing every deal at 2am. Put people in their Highest and Best Use and the work stops feeling like a grind.
It shapes how we recruit and how we structure a team. We’d rather place a seller in the seat that fits than fill a headcount and watch them stall out around month six.
The Best Idea Wins
No ego. The best idea wins. Not rank, title, or position.
The newest SDR can change how the whole playbook runs if the idea holds up. Seniority buys you a hearing, not a verdict - every call gets argued on the merits.
Practically, it means an owner can be wrong in front of their own team without it being a crisis. That’s the only way a sales motion actually improves.
Encouragement
We look for and call out the best in others.
Sales is a job with a lot of no in it. Teams that only surface what went wrong burn through people. We go looking for what someone did well and we say it out loud, specifically, in front of others.
This is not softness. Encouragement paired with a hard weekly number is what keeps a rep in the seat long enough to get good.
In practice
If these read like your operating style, we'll get along.
S.A.L.T.E. decides who we hire, which MSPs we take on, and what we say on a call that isn't going well. It's the shortest honest description of what working with us feels like.