Table of contents
About this episode
What happens when AI takes over the repetitive work inside an MSP, but still can’t replace the human qualities customers sometimes need most? Matt Tomlinson, Senior Director of MSP Partnerships at Fixify, joined Joey Pinz for a wide-ranging conversation about AI, automation, sales, leadership, MSP operations, and the human side of technology.
Matt has worked on both sides of the MSP and vendor relationship, including as CRO of CompassMSP before joining Fixify, and that experience shapes how he thinks about adopting new technology. In his view, AI should take repetitive work off people’s plates rather than simply eliminate their jobs. In Level 1 support, that can give technicians more room to grow into higher-skilled roles.
He also explains why MSPs need to understand that AI and automation aren’t the same thing, and he takes on one of the biggest questions in IT support: when is an automated outcome enough, and when does a customer genuinely need another person? For Matt, the answer comes back to empathy, which he believes is still part of what an MSP sells.
Matt also shares the core of his sales philosophy. Sell outcomes, not features, and start by understanding what someone is actually trying to accomplish.
What you’ll learn in this episode
- Why AI and automation aren’t the same thing, and why MSPs need to know the difference
- How AI can take repetitive work off people’s plates instead of replacing them
- How automation in Tier 1 support can help technicians grow into higher-skilled roles
- When an automated outcome is enough, and when customers need a person
- Why empathy is still part of what an MSP sells
- Why selling outcomes beats selling features
About Matt Tomlinson
Matt Tomlinson is Senior Director of MSP Partnerships at Fixify. He has spent his career on the revenue side of the IT channel and has worked on both sides of the MSP and vendor relationship, most recently as Chief Revenue Officer of CompassMSP, a managed service provider.
Resources mentioned
About Joey Pinz Discipline Conversations
Joey Pinz Discipline Conversations is a podcast hosted by Joey Pinz, featuring conversations on business, leadership, and the MSP and tech industry. Each episode focuses on growth, discipline, and the lessons guests have learned along the way.
