One of the most common questions I get from MSPs and IT business owners is: “Should I hire a marketing person?” But before you start reviewing résumés or cutting a check, I want you to ask yourself a few very important questions. Hiring the wrong person, or hiring out of order, can actually slow you down.
Subscribe to the TMT YouTube channel here
Before You Hire, Consider This First
We’re in the age of AI. And before you shell out $40k, $80k even $120k a year on a full-time hire, ask yourself:
“Can AI do this better, faster, cheaper?”
If you spent just 15 minutes a day using AI to send emails, generate content, automate follow-ups and run reports, you might be shocked by the results.
Yes, a great marketing person knows how to leverage AI. But if you’re not thinking like an AI-first business, you’re already behind.
Your competitors are using AI tools—and if you don’t catch up, you won’t be able to compete.
Stop Using “I Can’t Afford It” As An Excuse
Notice I haven’t asked if you have the money.
That’s because this isn’t an expense, it’s an investment. Not marketing your business because it’s “not in the budget” is like a contractor saying, “I’ll buy a hammer after I land a client.”
Your business is your number one investment. If you’re not investing in marketing, you’re not investing in growth.
What Level Player Are You Hiring?
Now, assuming you do decide to hire, let’s talk about the kind of person you bring in.
C Players (aka “Sour Milk”)
- Need constant supervision
- Repeat mistakes
- Bring drama
- Drain your time and energy
C stands for cut. Get rid of them quickly. They are not going to magically turn into A players, and they will poison your culture.
B Players
- Need direction, not supervision
- Make mistakes, but learn
- Show up, get things done
- Don’t bring down morale
B players are solid. You can build a business with B players. They’ll do a good job when led well.
A Players
- Provide direction, not just take it
- Are self-supervising
- Have relentless desire and invest in themselves
- Own mistakes and move on fast
- Bring results, not excuses
You’ll pay more for them, maybe 30–50% more, but they’ll get 3–5 times more done. And not just because they’re faster, they’re more resourceful. They build systems. They lead others. They find leverage.
Like MC, a team member here who was hired as an intern. She was given what should have been an impossible appointment goal. She beat it: not by working harder, but by assembling and leading a team of interns. That’s what A players do.
Want To Keep A Players? Then Level Up Your Game
Great talent doesn’t want to work in a dump. If your office, tools, and culture are held together with duct tape, don’t expect a dream team to show up.
Ask yourself:
- Are your other employees A or B players?
- Do you have the right software, tools, and processes?
- Are you someone an A player wants to work for?
You don’t have to have it all figured out. But you do need to be moving in the right direction—and investing in your infrastructure.
You Can Train Skill. You Can’t Teach Desire.
One of my favorite quotes from Jack Daly is: “You recruit for skill, but you hire for attitude.”
If they want it, they’ll learn it. But if they don’t care, no amount of training will make them effective.
Action Steps You Can Take Right Now
- Audit your marketing time: Are you consistently showing up? If not, block time or delegate now.
- Review your skills: Identify gaps in your marketing knowledge and plug them with AI tools or training.
- Check desire: Don’t delegate marketing to someone who isn’t excited about it.
- Experiment with AI: Commit 15 minutes a day to using AI tools for your marketing.
- Assess your current team: Cut C players. Coach B players. Invest in A players.
- Upgrade your environment: Make your company a place A players want to work.
- Invest in results: Don’t hide behind budget excuses. Growth requires investment.
Final Thoughts
If you’re ready to grow your MSP, you can’t afford to ignore marketing or do it halfway.
Start with what you have. Use the tools available. Build the team that will take you where you want to go.
