From Cold to Closed
Aiming outbound at MSPs & Systems integrators
In seven months, we booked 299 meetings for a client selling into MSPs and systems integrators. 169 were held. 11 closed, worth $174.4K. No hires, no ramp — the first 22 meetings landed inside month one.
Overview
The engagement at a glance
A B2B vendor needed to reach managed service providers and systems integrators — a market where the buyer is the owner or the C-suite, and where nobody answers a generic email.
We built the target list, wrote the call plan, and put trained callers on the phone. Outbound calling carried the motion; email ran underneath as a warming layer. We handled ICP definition, list build, dialing, reply handling, and meeting hand-off — the client’s team showed up to the meetings and closed.
Over seven months, from January to July 2026, that produced 299 booked meetings, 169 held, and 11 closed deals worth $174.4K. Everything below is what came out of it.
The Outcome
More focus, more outcomes
299
Meetings Booked
20+
Meetings in month one
11.5%
Close rate
$174.4K
Closed contract Value
Meeting Outcomes
Two out of three booked, were held
Attendance is the number to watch. It separates real interest from a calendar full of noise, and it’s the first thing that breaks when outbound is run on volume alone.
ICP Targeting
Small Shops through to enterprise MSPs
The same outbound motion reached two-person operations and 2,000-customer platforms without changing the pitch and consistently reached the key decision-maker
Company Size
Revenue Range
The bulk report $5–25M in annual revenue, with several exceeding $25M.
Job Titles
Predominantly C-level (CEO, CTO, CIO) plus presidents, VPs, and directors. Decision-makers, not gatekeepers.
What Closed
Eleven deals and a clear pattern on who signs
11 deals closed, winning our client $174,400 in total contract value. The average deal was $15,900, with the largest deal coming in at $39,400.
ICP Targeting
Three things moved the needle
the sweet spot: 60 - 200 managed customers
That band converts best and buys biggest. Complex enough to feel the problem, funded enough to fix it. Companies with 60+ managed customers made up 64% of closed-won.
Revenue Range
Prospects asked about ConnectWise, Kaseya and NinjaOne integrations unprompted, on nearly every call. Naming them early turned a cold pitch into a qualified conversation.
Job Titles
An 11.5% close rate held steady across seven months and 2,875 conversations. Add capacity and the output moves with it, meeting quality doesn’t drop.
Testimonials
Don't just take our word for it
Hear from our customers about how we’re helped fill their sales pipeline
“I had zero luck with cold outreach before partnering with OSP, but 2 days in and we had 18 meetings booked. No idea how these guys do it, but we had so many meetings it was overwhelming!”
Steve Hauser
Founder of Teach Tapes
“Just met with a prospect – they started the call by saying, I wanted to compliment you on your cold call because I never take a meeting like this.”
Grant Millard
Head of Sales, Keytel Systems
“I’m not an easy client. My IT sales targets are sophisticated and challenging, but OSP broke through where others failed. They are bright, innovative, well-spoken, and deliver on what they say. Could not be happier. Highly recommend.”
Kurt Gillis
SVP, Global Enterprise Sales, G2
”I’ll talk to anyone considering working with OSP. These guys are the best!”
Beth Walko
Director of Sales Enablement, PartnerOneIT
“Cold outreach is a really tough business, and these guys know what’s what here. This product is awesome. This team is awesome. Incredibly impressed.”
CEO of BizFamous Ventures
FAQs
Questions? We got answers.
How fast do meetings start landing?
In this engagement the first month produced 22 meetings. Expect a short list-build and call-plan window first, then meetings on your calendar — not a six-month ramp.
Do we have to give you a list?
No. We build the target list from your ICP. If you already have one, we will work it and tell you honestly what we think of it.
Who actually makes the calls?
Trained outbound callers on our team, working your offer and your talk track. You approve the messaging before anyone dials.
How do you protect our brand on the phone?
Your positioning, your objection handling, reviewed with you before launch. Call notes come back to you so you can see exactly how you are being represented.
What do we own at the end?
The list, the call notes, the messaging that worked, and the meetings. Nothing is locked behind our tooling.
What do you need from us?
Your ICP, your offer, and someone who shows up to the meetings we book. We handle the rest.