There’s this moment I keep coming back to: I’m standing in my kitchen, stirring tomatoes in the pan, trying to cook pasta, while answering a Teams message and mentally running through what I still had on my to-do list that needed attention before the end of the night.
That’s kind of what it feels like running an MSP right now, doesn’t it? Juggling several tasks simultaneously and balancing your focus between the most pressing things on your plate.
More clients, more complexity, more demand for faster everything and somehow, we’re supposed to serve it all up hot without burning ourselves out or our team.
The truth is, we’re in a pressure cooker. Clients are smarter than ever. Expectations are soaring. And AI? It’s no longer a whisper in the background—it’s at the front door, knocking with questions we haven’t even thought to answer yet and a client base that has access to YouTube and AI chatbots to help them cobble something together.
So, how do we meet the moment without setting ourselves on fire?
Here’s where I see automation coming in: Not as a Band-Aid or just a way to standardize but as a real, strategic shift in how we think about service delivery, team capacity and client relationships.
Because here’s the thing: it’s not just a backend issue anymore.
I used to think it was all scripts and scheduled patching which are all a convenience, and at one time it was a gamechanger but is now just considered standard. The more I have leaned in to all the shapes and forms automation can take, the more I saw its true shape: Not a technical upgrade, but a culture and business approach shifter. A way to reimagine how we show up for our clients and our people.
When automation is intentional, it doesn't just clean up your backend. It reshapes your front end. It nudges you from reactive to proactive. From just-another-vendor to business partner. And in a crowded field of “fast responders,” that’s your real edge.
Done right, automation can transform your entire operation. Here's what it can do (and yes, this is the part where your strategic brain should perk up):
- - Create consistency, even when your A-team is out sick, or your new tech is still onboarding.
- - Free up capacity, so your best people aren’t stuck resetting passwords for the 10th time.
- - Reduce errors and tighten up resolution time.
- - Scale smartly, without doubling your headcount or your stress.
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- Attract top talent, who want to spend their days solving problems—not clicking boxes.
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- Generate new revenue, especially in co-managed or automation-as-a-service offerings.
But maybe the biggest win? It changes the conversation with your clients. It lets you move from “we’ll fix that for you” to “let’s design a smarter process together.” And gets you into rooms you’ve been asking to be in for years.
Now, if you’ve ever tried launching automation without a plan, you know how it goes—it’s like trying to organize a junk drawer with a label maker. You feel productive, but the chaos is still in there.
Here’s what works when you’re building for sustainability:
Start With Vision
Automation without purpose is just tinkering. Get clear on your “why.” Whether it’s reducing costs, improving client outcomes or giving your team their evenings back—make that vision real and visible. You can’t automate a process that doesn’t exist so make sure you also have the end-to-end process on paper. Whether you are automating for yourself or for a client this is a good way to make expectations clear.
Involve the Whole Team
I know that most MSPs will have one person in charge of scripting or automation but that’s akin to having all your eggs in one basket—find ways to involve input from teams throughout your organization and give others time to grow their skills in this area. Including even those within the admin departments is helpful to making sure that you have representation in the solutions you create. Want to be able to help your clients automate their marketing? Ask your own internal marketing person for insight on their frustrations and daily tasks.
Pick the Right Tools for the Job
There’s no universal magic wand here. Some tasks live just fine inside your RMM or PSA. Others may need a more powerful platform that uses RPA, scripting or integration tools. Choose based on your needs and consider how they can work together to create seamless workflows.
Measure What Matters
Don’t just count time saved. Look at consistency as well—this creates a better client experience as well as saves the money spent on rework/errors. Make sure you are tracking time saved every time the workflow or script is run. The right metrics tell you not just what worked, but what to do next. This is a KPI that shows your real-world value of investing in a culture of automation.
Loop Clients In
Don’t treat automation like a behind-the-scenes secret. Show your clients how it improves their experience. I don’t mean show them each time we make room on their hard drive but if you’ve automated the new user setup—show them your process and how you can adapt and duplicate the process for them. Help them connect the dots. That’s how you earn trust and open doors for future consulting work.
Automation is a Mindset
Automation isn’t something you finish. It’s something you become. A habit you build into each facet of your team. The MSPs who will thrive in this next season? They’re not just the fastest responders. They’re the ones who anticipate needs, build for scale, and show up as partners, not vendors.
So maybe it’s time to stop treating automation like the thing you’ll get to “once things slow down.” Let’s start treating it like the strategic lever it truly is.
Amanda Lachapelle is the COO of B4 Networks and member of the GTIA North America Community executive council.
