#49 – From the Trenches: Cold Calls & the Financial Wake Up (Alan Moon - Integritech)

In this From the Trenches episode, Alan Moon, co-founder of Integritech (Northwest Arkansas), joins Josh Peterson to unpack the gritty reality of building an MSP after decades in large-scale IT and military environments. Alan shares what it felt like to go eight months without closing a deal, how cold calling eventually became a repeatable growth lever, and why the first real breakthrough wasn’t a new tool—it was a financial wake-up call. The conversation gets practical about the moment an MSP stops “feeling” profitable and starts proving it with numbers: revenue segmentation, margin clarity by service type, and the discipline required to run the business like a business.

Alan also walks through the operational side of financial maturity: measuring billable utilization, tightening time-entry culture, and using data to evaluate client quality beyond top-line revenue. If your financial picture feels blurry because your reporting is only as good as the underlying time and ticket data, BMK’s guide on accurate time tracking, approvals, and audits in ConnectWise is a strong companion to this episode. And when Alan talks about gross profit, pricing confidence, and why “not being the cheapest” is often the point, it pairs well with BMK’s breakdown of the “magic number” behind GPM. If you want a more structured way to connect these metrics to execution rhythms and accountability, explore the BMK Vision platform.

For MSPs navigating growth, leadership transitions, and the tension between control and delegation, you’ll find more stories, frameworks, and practical tools across the BMK blog and podcast library.

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Episode Highlights

• 00:00:11 – The 8-month dry spell before closing the first MSP deal and what changed to make sales repeatable.
• 00:01:36 – Alan’s Air Force background and the transition from military structure to MSP entrepreneurship.
• 00:12:15 – Lessons learned inside Walmart’s massive IT ecosystem and how scale changes everything.
• 00:17:29 – A look inside Tyson Foods plants and the role of technology in traditional industries.
• 00:24:59 – The pricing breakthrough that shifted Integritech from guessing to building intentional margins.
• 00:38:20 – Why revenue segmentation matters and how different service types create different profit realities.
• 00:58:36 – Partnering with Arsenal for outsourced cold calling and building a stronger sales pipeline through process and feedback loops.

About the Guest

Alan Moon is a co-founder of Integritech, an MSP based in Northwest Arkansas. With a background spanning the U.S. Air Force and large enterprise IT environments, Alan brings a disciplined, data-driven approach to service delivery, operational finance, and scalable growth. His work focuses on building repeatable sales motion, strengthening MSP financial fundamentals, and aligning teams around the metrics that drive healthy margins and long-term client outcomes.

🌐 Connect with Alan 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 highlights MSP leaders who redefine growth through creativity, resilience, and genuine client connection.

🌐 Connect with Josh on LinkedIn →

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