#12 – From the Trenches - From Marketing Agency to MSP – Carlos’ Playbook (Carlos Torres III)

In this From the Trenches episode, Carlos Torres III shares his journey from running a marketing agency to building an MSP. With host Josh Peterson, Carlos explores how blending marketing insight with IT service delivery creates a unique competitive advantage. They discuss tool selection, pricing models, client relationships, and the financial metrics needed to scale profitably.

This candid discussion also covers separating marketing and IT entities, targeting 42% gross margin and 65% AGP, and leading teams with empathy and accountability. Carlos’s marketing background shapes his approach to sales, branding, and client trust—offering a fresh take on what it means to grow a modern MSP.

To explore related business growth strategies, check out our guides on MSP profitability metrics, ConnectWise integration best practices, and profitable MSP verticals.

For more episodes and insights, visit the BMK Vision Podcast main page →

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Episode Highlights

• 00:01:28 – Transition from marketing agency to MSP with a distinct IT entity.
• 00:06:08 – AI and cybersecurity insights from industry conferences.
• 00:10:05 – Avoiding the race-to-the-bottom in MSP pricing.
• 00:16:00 – Scaling beyond the first million in revenue.
• 00:33:34 – Targeting a 42% gross profit margin for MSP success.
• 00:38:07 – Maintaining 65% AGP on managed service agreements.
• 00:54:20 – Leadership: going above and beyond for clients.

About the Guest

Carlos Torres III is a business owner and marketing strategist who successfully transitioned his marketing agency into a Managed Service Provider. He focuses on uniting creative marketing with technical service delivery to build scalable, customer-centric MSPs.

🌐 Connect with Carlos on LinkedIn →

About the Host

Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast. Through the From the Trenches series, Josh interviews MSP leaders who share their real-world lessons, challenges, and playbooks for success.

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