#23 – From the Trenches - MSP Sales Leadership (Rafi Cohn)

In this From the Trenches episode, Rafi Cohn, Head of Sales and Marketing at IntelliComp, joins Josh Peterson to discuss the realities of MSP sales leadership and what it takes to thrive as a one-person sales department in a technical industry. Rafi shares his experience transitioning from traditional sales into the Managed Service Provider (MSP) world, where long cycles, complex decision-making, and relationship-driven approaches define success.

From creative outreach campaigns—like sending espresso pods and personalized packages—to building disciplined sales infrastructure in HubSpot, Rafi provides a rare, transparent look at the persistence and patience required to win in MSP sales. He explains how smaller MSPs can professionalize sales, integrate marketing, and develop thought leadership strategies that help them stand out in a competitive field.

To learn more about MSP sales and leadership growth, explore our related articles on building a scalable MSP sales process, leadership lessons on ego and partnerships, and hiring for culture fit and growth in your MSP.

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

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Episode Highlights

• 00:03:10 – Why most MSPs lack dedicated salespeople—and how that limits growth.
• 00:08:26 – Turning conference attendance into ROI through thought leadership.
• 00:13:27 – Navigating the complexity of multi-stakeholder IT sales.
• 00:16:32 – Long MSP sales cycles balanced by decades-long customer retention.
• 00:25:53 – Building a sales pipeline and CRM discipline in a solo environment.
• 00:42:17 – Personalized marketing tactics: espresso pods, mugs, and handwritten notes.
• 00:49:25 – Cold calling reality: low engagement but lasting impact when done right.

About the Guest

Rafi Cohn is the Head of Sales and Marketing at IntelliComp, where he leads all revenue-generation efforts for the MSP. With a background in non-IT sales, Rafi brings creativity, persistence, and structure to a sector where dedicated sales roles are rare. He’s passionate about helping MSPs professionalize their sales approach while keeping the human relationship at the core of every deal.

🌐 Connect with Rafi 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 brings together real-world stories from MSP leaders to uncover lessons in sales, leadership, and financial strategy that drive sustainable business growth.

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