#62 – From the Trenches: Automation, AI & the Next MSP Leap (James Sanford)

In this From the Trenches episode, James Sanford joins Josh Peterson for one of the most practical and forward-looking conversations yet—focused on how MSPs can use automation and AI to create real efficiency, new recurring revenue, and a more advisory-led client relationship. James shares his path from software engineering into MSP ownership, and why he intentionally broadened into sales, prospecting, and client-facing leadership. The conversation quickly gets tactical: workflow automation, AI-enabled research, and how MSPs can reduce repetitive work without sacrificing quality. Along the way, they connect these ideas back to the foundation that still matters—clean operational execution, disciplined delivery, and margin clarity like understanding agreement gross profit, which drives real profitability insight.

A major theme throughout the episode is the industry shift from transactional MSP work to advisory and consulting outcomes. James explains why many clients are dabbling in AI but aren’t yet automating meaningful business processes—and how MSPs can become the guide. He walks through real examples (including CRM enrichment workflows and onboarding/offboarding automation) and how those projects can evolve into a recurring revenue model when deployed and maintained for clients. Josh also raises the broader market reality: as traditional table-stakes tickets get easier (or self-solve), MSPs that don’t evolve toward strategy, process, and consulting may feel increasing pressure. If you’re running on a PSA stack and wondering how tooling and process decisions play into this next wave, this pairs well with BMK’s PSA and ConnectWise insights—including posts like “PSA Software for MSPs: Why ConnectWise Leads the Pack in 2025” and “How MSPs Can Use ConnectWise Reporting to Measure What Actually Matters.”

For MSP leaders looking to strengthen execution and long-term performance, explore related resources from Bering McKinley, including related posts referenced in blogs like From Venezuela to a Profitable MSP, which links to articles on profitable service agreements, creating a people-first MSP culture, and improving MSP financial operations through better data.

Listen on Your Favorite Platform

Episode Highlights

• 00:00:00 – Why recurring relationships beat one-off jobs—and how James entered the MSP world from software engineering.
• 00:04:07 – AI as more than “Google 2.0”: practical client use cases, lead generation, and real-world adoption.
• 00:06:24 – Building automation workflows (CRM → LinkedIn/Google research → outreach) and reducing hours of manual work to minutes.
• 00:12:13 – Onboarding/offboarding automation: forms, identity systems, documentation, and shrinking a 45-minute process to ~5–10 minutes.
• 00:18:46 – Is the MSP the new Titanic? Why advisory, automation, and consulting may be the next lifeboat.
• 00:24:59 – Pricing the future: tokens, servers, recurring maintenance, and why automation can become a sticky monthly revenue line.
• 00:41:43 – The classics that still matter: E-Myth, Traction, Good to Great—and the leadership growth required to scale.

About the Guest

James Sanford is an MSP owner and automation-minded operator behind Team Spring in the Atlanta area. With a background in software engineering and hands-on service delivery, James focuses on practical automations that reduce repetitive work, improve client outcomes, and open the door to new advisory-led recurring revenue. He’s also active in peer groups and leadership development, and he’s candid about what it takes to evolve with the industry as AI changes the ticket mix and customer expectations.

🌐 Connect with James on LinkedIn →
🌐 Visit Team Spring →

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 speaks candidly with MSP owners and operators about growth, execution, and the realities of building sustainable service businesses.

🔗 Connect with Josh on LinkedIn →