LAST UPDATED: JULY 2026
This is an overview topic, so there's no workbook here. Read on, then continue to the next topic below.
MSP Outbound Prospecting
What This Is
Outbound prospecting is proactively contacting prospects who haven't found you yet, through cold calls, cold emails, or direct outreach, rather than waiting for them to discover you through search or content.
It is the opposite motion from everything else in this part of the guide: instead of making your MSP easy to find, you go find the prospect first.
Why It Matters for MSPs
Marketing and sales are both part of growing an MSP, but outbound sits closer to sales than marketing. It is a live, one-to-one conversation with a named prospect, not a campaign aimed at an audience.
The guide teaches marketing in full. It does not teach sales process, because that is a distinct discipline with its own comprehensive resource, linked below.
Getting Started
The Marketing and Sales Hand-off
Where marketing hands off to that sales process: your Jackdaw Report's competitive analysis and battle cards are the marketing deliverable built to feed directly into outbound conversations.
They arm a rep with the specific competitive facts an outbound call needs, so the call opens with something concrete instead of a generic pitch.
Resources for the Sales Process
For the complete sales process this feeds into, see Fox & Crow Group's MSP Sales Process system map.
For outbound specifically, disciplined qualification and measurable activity frameworks rather than volume or scripts, see MSP Outbound.