Show Notes
In Episode 13 of the Voices in the Channel podcast, Sophie Milburn is joined by Milan Ramani, Director of Professional Services at Infrassist, to unpack the reality behind the MSP industry’s “always-on” culture. They explore why 24/7 support has become standard, how this pressure impacts teams on the ground, and where the line sits between great service and operational overload. Milan also shares practical insights on how MSPs can build more structured, scalable support models that improve consistency, reduce burnout, and set clearer expectations with customers. Listen now to hear the full conversation.
More from Voices in the Channel
In episode 25 of Voices in the Channel, Sophie sits down with Adam Grant from Visibility Wins to unpack the rise of Answer Engine Optimisation (AEO) and what it means for businesses trying to stay visible in an AI-driven world. Adam explores how AI tools decide which businesses to recommend, why different sectors rely on different sources of authority, and how organisations can improve their chances of being discovered by LLMs. He also shares why genuine industry expertise, public-facing knowledge, reviews, and credibility will matter more than simply creating more content. Tune in for a practical look at how businesses can adapt their approach to search as AI becomes part of the buying journey.
In this episode of Voices in the Channel, Sophie is joined by Ian Sutherland, CEO of Adaptive, to explore why personal branding has become one of the biggest differentiators for MSPs. The conversation explores how MSP leaders can become more visible without pretending to be someone they're not and why businesses should focus on becoming trusted advisors rather than simply selling services. Ian also shares his refreshingly honest views on leadership, company culture, handling mistakes, recruiting for personality over technical skills, and why AI is changing what customers expect from their technology partners. Listen in for practical insights on building trust, strengthening your personal brand, and creating meaningful relationships that help you stand out in the channel.
What does it really take to become a voice that people listen to in the channel? In Episode 23, Sophie is joined by Mark Jow from Phoenix47 for an honest conversation about what it really takes to build influence in the IT channel. Drawing on nearly four decades of experience, Mark shares how having the confidence to challenge the status quo can create lasting impact. He explores why the best channel professionals aren’t afraid to advocate for their customers, even when it means questioning how things have always been done. He also discusses why creating change requires passion rather than emotion, and how channelling that passion with purpose can turn challenging conversations into meaningful progress. A thoughtful conversation for anyone looking to lead with authenticity and make their voice heard in the future of IT.
Everyone wants more sales. But what if chasing the next deal is actually costing you long-term growth? In this episode of Voices in the Channel, Sophie sits down with Tim Coach from Cynomi to explore why the strongest channel partnerships are built on transparency and genuine relationships, not transactions. Tim explores why walking away from the wrong sale can strengthen your reputation, and why understanding your partners' businesses leads to better relationships. Whether you're an MSP, vendor or channel leader, this episode is a reminder that sustainable growth doesn't come from chasing every sale. It comes from becoming someone people genuinely want to do business with. If you're looking to build stronger partnerships, earn more trust and create relationships that last beyond the next quarter, this episode is one you won't want to miss.
In Episode 21 of the Voices in the Channel podcast, Sophie is joined by Darren from Scalable to explore what makes an MSP a truly valuable business. They discuss why many MSP owners reach a point where their own involvement becomes a limiting factor, and the mindset shift required to build a company that can grow beyond the founder. Darren talks about the unglamorous side of building a scalable MSP behind the scenes, sharing why operational discipline and strong foundations are essential. He explores how these elements help create businesses with the structure and clarity needed for future growth, greater profitability, or a potential exit. A practical conversation for MSP owners who want to spend less time being the solution to every problem and more time building a business with long-term value.