Most MSP owners describe their typical client and call it an ideal client profile. That gap is costing them real revenue. In this roundtable, Josh Peterson and Gary Boyle break down the difference between an ICP and a TCP — and introduce pull-through rate as the metric that reveals whether your clients can actually drive growth.

Josh Peterson is the CEO of Bering McKinley. Gary Boyle is a Partner for Strategy & Business Development at Bering McKinley. Together, they explore why MSPs get stuck at $2 million with the wrong client mix, how to staff and plan for project work, and what the AI wave means for defining your ideal client going forward.

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🎙 What We Cover in This Episode

• Ideal Client Profile vs. Typical Client Profile
• Pull-through rate: what to target and how to measure it
• Why a $2M MSP with 17 clients is an anomaly worth studying
• Account management as a growth thesis test
• Data Rich, Information Poor (DRIP) — mining what you already have
• Staffing for project work most MSPs ignore
• The AI and automation opportunity reshaping MSP positioning

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👤 Host Links

Josh Peterson LinkedIn: https://www.linkedin.com/in/joshdpeterson Gary Boyle LinkedIn: https://www.linkedin.com/in/garyboyle/

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🚀 Subscribe & Follow BMK Vision

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Learn More About the Vision Platform: https://beringmckinley.com/vision

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📝 Credits

Host: Josh Peterson Co-Host: Gary Boyle Producer: Bering McKinley Episode: #93 - Your Ideal Client Profile Is a Revenue Strategy - Not a Description | BMK Vision Roundtable