In the Roman tradition, augury meant observing birds, including their calls and flight, to interpret signs or omens. The Augury takes that wider idea and focuses it on the flight of crows: we look at the signals, explain what they mean, and show you what to do about them.
Marketing isn't magic, and no MSP founder should have to wonder why their marketing isn't working.
The Augury is completely free, MSP-specific guidance for making your marketing easier to understand, easier to manage, and more useful to the right buyers.
That's why The Augury exists: to make marketing free to every MSP founder, whatever their budget. There is no paywall, subscription, or required purchase.
The market is telling us to ask better questions
Fox & Crow Instinct publishes ongoing research on MSP markets and online visibility. The findings change as the market changes, but the need to understand what buyers can see does not.
Each month's research gives MSP owners a current view of the signals that shape visibility, trust, and buyer decisions. Use it to ask better questions, not to outsource your judgment.
Research can show what is happening in the market; it cannot replace knowing your own buyers, proof, and priorities. MSP founders should use current evidence to decide what deserves attention before accepting any marketing recommendation at face value.
MSPs need to learn enough to own the essentials and ask better questions of anyone they hire. The Free MSP Marketing Guide, workbook, and AI prompts help founders create unique, useful content grounded in their services, buyers, proof, and market, not another generic services page.
Marketing should not feel like magic
Marketing is often presented as a secret language. Hire the right person, trust the process, accept the monthly invoice, and hope the leads appear. That is not a useful way for an MSP owner to run a business.
The work is understandable. Your website either tells the right buyer who you help or it does not. Google can either find and understand the site or it cannot. Your proof either builds trust or leaves questions unanswered. The next step is either clear or it is not.
An MSP owner should be able to understand those choices, see what is happening, and decide what deserves time and budget.
What you'll find in The Augury
You'll find completely free, MSP-specific advice and step-by-step how-tos for the marketing work an MSP can actually do: making a website clear to buyers, helping Google find and understand it, building trust with reviews, creating useful content, choosing sensible channels, and measuring whether the work is doing its job. There is no paywall.
The advice starts with fundamentals because fundamentals are where most of the opportunity is. Before an MSP worries about an elaborate campaign, it should know whether its website is indexed, whether its message makes sense to the right buyer, and whether there is a clear next step.
Some posts explain a concept. Some walk through a fix. Some help an owner decide what not to spend money on yet. Every post should leave you with something you can understand and use.
What does “augury” mean?
Historically, augury was the Roman practice of observing birds to interpret signs: their calls could matter, and so could the way they flew. Crows and ravens were among the birds associated with these readings. That tradition is the reason this blog is called The Augury.
We use the idea in a practical, modern sense, with a particular focus on crows in flight. The signs in MSP marketing are things like whether Google can index your website, whether a buyer understands your message, whether your reviews build trust, and whether your next step is clear.
The Augury helps MSP owners read those signs and turn them into useful marketing decisions. The goal is not to make marketing mysterious. It is to make the signals understandable.
Who's behind this
Fox & Crow Group builds software for MSP founders who are done guessing. Our flagship product — The MSP Sales Process — is an automated sales training and process adherence software platform designed specifically for managed service providers.
Fox & Crow Group are the makers of Fox & Crow Instinct, the MSP decision intelligence platform for IT channel vendors, and Jackdaw, the instant competitive analysis reporting tool for MSPs.
Where to start
If you're not sure where to begin, the Free MSP Marketing Guide is the right first move. It gives you a structured path through the fundamentals without a signup, a subscription, or a required budget.
Use The Augury when you need a practical explanation or a specific how-to. Use the guide when you want to work through your whole marketing foundation in order.
Either way, you should leave knowing what to do next and why it matters.