If your idea of sales is still a pile of cold leads, a couple email blasts, and hoping for the best—congrats, you’re running what Albert Diaz calls a black box of activity. But if you’re ready to actually scale your business, you’ll need more than blind hustle.
You need a machine.
MSPs spend years perfecting ticket workflows, onboarding SOPs, PSA automations. But when it comes to sales? Most don’t even have a process. That’s the problem. You’re trying to grow a predictable business with unpredictable motion.
Let’s change that.
A "sales machine" means every step is defined, measured, and repeatable.
You can’t scale without process. Spray-and-pray isn’t a strategy.
Sales tools are important—but only if they support a real framework.
Your tech stack should work together to power the buyer journey.
“If I picked anyone at random and said, ‘Explain your support process,’ they’d rattle it off with pride. But if I asked about sales and marketing? That’s where the excuses start.” – Albert Diaz
MSPs obsess over SLAs and uptime. You can tell me exactly how many endpoints you manage. But when it comes to leads in your pipeline? Crickets.
That’s what Albert means by the black box. A bunch of disconnected sales activity with no visibility, no metrics, and no control.
You can’t improve what you can’t measure—and you definitely can’t scale it.
Building a real sales process doesn’t mean you need a dozen new tools. It means knowing how every part of the engine works together.
At RingLogix, we don’t guess. We track every touchpoint—from prospecting to proposal—and we’ve built a defined journey with clear outcomes at every stage. Albert showed a full-blown visual of this in the webinar. It’s not some generic “pipeline.” It’s a working system.
“This is my machine. I know what’s supposed to happen at every point. And if it doesn’t happen, I know where it broke.” – Albert Diaz
Your version doesn’t have to be as complex from day one. But if you’re still chasing random leads without knowing how they’re converting, you’re just wasting time.
“You’ve got a PSA. You’ve got an RMM. Your stack is buttoned-up for support. Why wouldn’t you do the same for sales?” – Albert Diaz
It’s easy to chase shiny sales tools thinking they’ll fix the problem. But tools without process just create noise. Start with a process, then layer in tools that make it more efficient.
For most MSPs, that starts with:
A CRM that actually gets used (HubSpot is a great example)
A sequencing tool to manage outreach
A data platform like Surfe or Apollo for finding and tracking contacts
Once your process is dialed in, then you can add intent data, automation, and multi-channel ad strategies.
A real sales process builds consistency. It gives your team structure. It helps you scale.
So before you ask for more leads, ask yourself: What will you do with them? If the answer is “hope someone calls back,” it’s time to build your machine.
Want to see exactly how Albert and Jonathan break this down?
➡️ Watch Part 1: Account-Based Marketing for MSPs (The Foundation)
➡️ Watch Part 2: Building Your Sales Process from the Ground Up