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From Booths to Buy-In: Aaron Peterik’s Playbook for Winning Pax8 Beyond

Episode Description:

What separates a vendor with a busy booth from one that builds a sales pipeline? Aaron Peterik, Director of Channel at Zero Networks and former Pax8 insider, joins us to share real-world strategies for dominating Pax8 Beyond. From microsegmentation to sales team alignment, Peterik unpacks what actually works for MSP vendors trying to stand out, connect authentically, and convert leads into long-term revenue. If you’re planning to exhibit—or just want to sharpen your MSP sales game—don’t miss this one.

Topics covered:

• Microsegmentation and Zero Trust: What MSPs need now
• Booth KPIs that drive revenue—not just scans
• How to prep your team two weeks before the event
• Why MSPs ignore your pitch (and how to fix it)
• The surprising value of hotel-lobby conversations

🎧 Listen now. Show up better. Sell smarter.

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

In this episode of The WIN Podcast, host Carrie Richardson interviews Craig Fulton, M&A Advisor at Evergreen Services Group, about how to maximize your experience at industry events like PAX8 Beyond.

Craig offers thoughtful advice on preparing for large conferences, engaging meaningfully with other attendees, and creating experiences that leave lasting impressions. Drawing on his own journey from technician to M&A advisor, he shares both strategic insights and personal anecdotes — from spontaneous road trips to fly fishing outings — that highlight the power of authentic relationship-building.

Key discussion points include:

• Smart planning for large events
• How to build trust and relationships in the MSP community
• Making sponsorships stand out through memorable experiences
• The value of casual, evening conversations for real business insights

Also mentioned is the Women in Leadership panel featuring Sydney Hockett, taking place the Sunday before the event kicks off.

Contact Craig: cfulton@evergreensgservicesgroup.com
Subscribe for more interviews and insights from MSP industry leaders.

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

In this episode of WIN, host Carrie Richardson chats with Allan Jocson, CEO of Agilitec and member of the PAX8 Partner Advisory Council. Allan shares his playbook for getting the most out of major MSP industry events like PAX8 Beyond—from strategic pre-event planning to making meaningful connections that drive long-term growth.

You'll hear why collaboration beats competition in the MSP world, how to make vendor relationships work for you, and why the best takeaways often happen outside the session rooms. Allan also shares memorable stories from past events and gives actionable advice for MSPs attending conferences for the first time—or the fiftieth.

If you’re heading to PAX8 Beyond or thinking about investing in industry events, don’t miss this episode.

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

Trade shows are back in a big way, and Pax 8 Beyond 2025 is one of the most important events on the MSP calendar. In this episode of the WIN Podcast, host Carrie Richardson talks with Andrew Mora from Cork about what it really takes to turn a sponsorship into a sales strategy.

Mora pulls back the curtain on Cork’s full event playbook—from how they pivoted messaging to lead with their platform (not their warranty product), to how they staff and train their team, design their booth for real engagement, and schedule qualified meetings in under a minute. He also shares tips for overcoming poor booth placement, making swag work smarter, and using CRM automation for fast follow-up.

Whether you’re a vendor investing in your MSP event strategy or an MSP partner trying to find vendors worth your time, this conversation is packed with practical insights you can use right now.

Key Topics Covered:

• Pax 8 Beyond 2025: what to expect and why it’s different
• Cork’s shift from cyber warranty to platform-led growth
• How to plan, staff, and execute a high-performing event booth
• Lead capture and follow-up strategies that actually work
• Common mistakes vendors make (and how to avoid them)

Guest: Andrew Mora, CRO, Cork
Host: Carrie Richardson, WIN Podcast

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

From “Who’s Who” to “Who’s He?” – Reinventing Yourself After Leaving Your Business

After 40 years in high-tech leadership, Mark Chamberlin found himself at an unexpected crossroads—let go at 61.5 and faced with a big question: What’s next? Instead of chasing another corporate role, he reinvented himself with impact, influence, and freedom.

In this episode, Mark shares:

• The biggest mistakes business leaders make after exiting
• Why your old title won’t open new doors—and what will
• How to leverage your network without looking for a job
• The surprising way sharing knowledge creates new opportunities
• How he redefined success beyond just money

Mark spends his time volunteering for groups that support start up founders, new entrepreneurs and "rising stars" - young adults beginning their searches for their first job. You may see him in the halls at Chapman University, teaching founders at Octane, or conducting mock interviews for the Boys and Girls Club YES Youth Employment Services.

Listen in for Mark’s insights and actionable strategies to help bridge the transition from "Who's who" to "who's he?"

How Does Fox and Crow Group Help with Building Legacy?

Stepping away from a business—whether through sale, retirement, or transition—can feel like an identity crisis. If you’re struggling with what comes next, Paterson LifePlan can provide clarity and a structured roadmap for your next chapter.

Ian Richardson is certified to walk with transitioning leaders and entrepreneurs through life planning - a strategic plan for your life and legacy.

Learn more about Paterson LifePlan at Fox & Crow Group. Get Started Here ➝

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

Are you leaving money on the table when offboarding MSP clients?

Matt Yesbeck and his son Gage saw a massive gap in the MSP industry—no structured way to transition low-value or misfit clients without losing revenue or damaging reputation. Instead of accepting the status quo, they built MSPX, the first-ever MSP contract exchange platform, helping IT service providers monetize client offboarding, ensure smooth transitions, and protect brand reputation.

In this episode of WIN Podcast, Carrie Richardson digs deep into:
✅ The story behind MSPX and how it’s transforming the MSP industry
✅ How Matt and Gage launched an MSP AFTER creating a tech startup
✅ The real challenge of pruning clients—and how to make it profitable
✅ The father-son dynamic of running two businesses together

If you’re an MSP owner, IT leader, or entrepreneur, this episode is a must-listen. Learn how to WIN in the MSP space by making strategic moves that fuel growth.

💡 Subscribe now and don’t miss out on game-changing conversations that help you scale, sell, and WIN!

In this episode we refer to The Pumpkin Plan for MSPs, a book by Dave Cava, who was a previous guest on WIN - Check out his episode here!

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.

Send us a text

Why is Winning at Scale So Difficult?

Scaling a business comes with big challenges—hiring, retention, marketing, and making smart decisions that drive growth.

In this episode of WIN, host Carrie Richardson sits down with Matthew Pincus, Founder & CEO of HELPT, to discuss the lessons learned from scaling a company, navigating the trade show circuit, and balancing speed with strategy.

They dive into the realities of outsourcing, the importance of building trust, and why the right approach to hiring can make or break a business.

What You’ll Learn in This Episode:

✔️ The biggest challenges businesses face when scaling
✔️ How to hire and retain top talent without burnout
✔️ Outsourcing vs. in-house: When to delegate for growth
✔️ Trade show strategies—getting ROI without breaking the bank
✔️ The role of AI in customer support and business operations
✔️ Why brand reputation and community engagement matter

About Our Guest:

Matthew Pincus is the Founder & CEO of HELPT, an outsourced tech support company that helps businesses streamline customer service while maintaining quality and efficiency. With a background in operations, marketing, and sales, Matthew shares his insights on smart business growth and how to navigate the challenges of scaling.

Resources & Links:
🔗 Connect with Matthew Pincus & HELPT – GETHELPT.com
🔗 Follow Carrie Richardson & Fox and Crow – FoxCrowGroup.com

🎧 Enjoying the show? Subscribe, rate, and leave a review! Your support helps us keep bringing you expert insights.

Carrie Richardson and Ian Richardson host the WIN Podcast - What's Important Now?

Serial entrepreneurs, life partners and business partners, they have successfully exited from multiple businesses (IT, call center, real estate, marketing) and they help other business owners create their own versions of success.

Ian is certified in Eagle Center For Leadership Making A Difference, Paterson StratOp, and LifePlan.

Carrie has helped create and execute successful outbound sales strategies for over 1200 technology-focused businesses including MSPs, manufacturers, distributors and SaaS firms.

Learn more at www.foxcrowgroup.com

Book time with Carrie here!

Be a guest on WIN! We host successful entrepreneurs who share advice with other entrepreneurs on how to build, grow or sell a business using examples from their own experience.