#13 Graham Stead: The $18M Upsell Strategy for MSPs

You don’t need more leads—you need better habits. In this episode, Graham Stead shares how he helped grow CMI to £18M in revenue by building a repeatable sales engine focused on existing clients.

From white space reviews to stakeholder mapping and sales rhythm, this is a tactical deep-dive for MSPs who want predictable growth without relying on marketing miracles.

🎙️ In this episode:

• What “white space” really means for MSPs

• How to audit your clients for upsell opportunities

• Building sales time discipline

• Mapping stakeholder influence to reduce churn

• Why discounts are often lazy—and what to do instead