If you’ve ever walked out of a planning session or written down a business goal only to watch it fade into the fog of distractions and chaos, I get it. I’ve been there too. But here’s the truth: if you’re not achieving your goals—whether it’s doubling your MRR, building a more effective team, or finally getting a grip on your sales pipeline—it’s because one of five critical elements is missing.
This isn’t theory. This is what I do, and what I’ve coached countless MSPs through. Every time I miss a goal, I go back to this checklist. Without fail, one of these five wasn’t in place. So let’s break them down.
#1: You Must Have Absolute Clarity On The Outcome
Vague goals produce vague results. “Grow the business” isn’t a goal—it’s a wish. You need to define exactly what success looks like. Is it $2M in revenue? Is it adding 15 new managed services clients by Q3? Get clear. Because when you’re clear, prioritizing becomes easier. And let me tell you—real success is about ruthless prioritization.
You’re going to have to say no to things. Let some fires burn. The clearer you are, the easier it is to decide what deserves your time and energy, and what needs to be ignored.
#2: You Need A Big, Motivating Reason Why
If you’re chasing goals because someone else is doing it—because you saw another MSP post their big win on LinkedIn, or because you feel like you “should” be scaling—you’re setting yourself up for failure.
The goals you set must be driven by internal desire, not external pressure. If you’re not emotionally attached to the outcome, the first sign of resistance is going to knock you off course. So ask yourself: do I really want this? Or do I just think I’m supposed to want it?
#3: You Need A Written Plan Of Achievement
Most MSPs stop at setting the goal and forget the plan. Wishing isn’t a strategy. Write down how you’re going to get there. Break the goal down into measurable, trackable steps.
For example, if your goal is to sell more MSP services, what’s the exact offer? Who’s the target audience? What’s your outreach strategy? What’s the conversion process? Who’s accountable for each step?
Plans on paper create plans in action. Otherwise, you’re just reacting.
#4: You Need A System Of Measurement
If you can’t measure it, you can’t manage it. You should be able to look at any point in your quarter and say, “Am I on track or off track?”
This is where most small business owners fall short. They “think” they’re making progress—but there’s no scoreboard. And if there’s no scoreboard, there’s no urgency.
Measurement creates clarity. Clarity creates momentum.
#5: You Must Have Accountability
Even with the best plan in the world, things will go off track—because life happens. That’s why accountability is the linchpin.
You need someone who will call you out on your B.S., keep you honest, and push you to follow through. This could be a coach, a peer group, or even someone on your team. But don’t try to do it alone.
It’s the reason why programs, mentors, and structured systems work. Left to our own devices, we excuse, justify, and delay. But when someone is holding you accountable? That’s when the real progress begins.
Before You Plan Forward, Debrief Backward
Most people start the year by setting new goals—but few take time to debrief on what worked and what didn’t. I picked this up from Patrick “Lips” Houlihan, a fighter pilot from the Afterburner team. They teach “flawless execution,” and the #1 strategy they credit for consistent improvement is the debrief.
After every mission, they ask:
- What did we do right?
- What did we get wrong?
- What needs to change next time?
At TMT, we live by this. It’s why our events are the best in the industry (and no, it’s not bragging if it’s true). After every single campaign, event, or launch, we sit down—as a team—and dissect it. What worked? What didn’t? How do we get better?
If you’re not doing this after every major initiative—sales campaigns, hiring sprees, marketing launches—you’re leaving growth on the table.
Final Thought: Set Intentions, Then Set Standards
Goal setting isn’t about dreaming big. It’s about getting brutally honest with what you’re willing to do, sacrifice, and change to hit the target. Start with clarity. Write the plan. Measure progress. Stay accountable. And always—always—debrief.
