Academy Agenda
December 9th - 10th
Two Days Inside a Our MSP.
One Clearer Plan for 2027.
How do you build a stronger, more profitable MSP in 2027? Start by seeing how the departments, numbers, systems, and people work together inside one operating MSP.
Academy features two concurrent learning rooms built around the CharTec MSP Framework. Choose the sessions that match your biggest priorities across leadership, sales, marketing, operations, finance, and AI while remaining part of one connected Academy experience.
Come with questions. Leave with clearer goals, practical next steps, and a 2027 plan your team can actually execute.
Day One
Build Your Framework
Move between Growth & Revenue and Leadership & Execution sessions throughout the day while experiencing how every department contributes to a successful MSP.
Check-in, grab your swag bag, eat some breakfast and tour the facility.
Every MSP faces different challenges, goals, and growth opportunities. In this opening session, we'll set the stage for the next two days by identifying what attendees want to learn, accomplish, and take back to their businesses. Together, we'll map objectives, align expectations, and provide a roadmap for how the Academy experience will help address the sales, marketing, operational, and leadership challenges MSPs are facing today. This interactive kickoff ensures everyone starts with clarity, purpose, and a plan for maximizing their time at Academy.
How can MSPs turn a 2027 revenue goal into an actionable sales plan?
Start by understanding what your current numbers say about your ability to get there.
In this working session, MSP owners and sales leaders will review sales performance, work backward from revenue targets, and identify gaps in their pipeline, service offerings, team, and sales process.
You’ll work through how to:
Translate revenue goals into required sales, opportunities, and pipeline targets.
Identify what could keep your team from hitting those targets.
Set priorities, assign accountability, and choose the metrics that track progress.
Leave with the framework for a practical 2027 MSP sales plan: what needs to change, who owns it, and how you’ll measure results.
Why does my MSP feel busier as it grows? How do I make my MSP less dependent on me? Which metrics should an MSP actually track?
If you have asked ChatGPT any version of those questions, your problem is probably not effort. It is a lack of operational structure, visibility, and accountability.
In this session, Dan Martin will break down how growing MSPs move from reactive, owner-dependent operations to a more predictable and scalable business. You’ll see how successful MSP leaders establish an operational cadence, align departments, track the numbers that matter, and identify problems before they become expensive.
Dan will also show how AI and reporting tools can improve leadership visibility without creating another dashboard nobody checks.
You’ll Learn:
Why does an MSP become more chaotic as it grows?
How can an MSP reduce its dependence on the owner?
What operational metrics should an MSP track?
How do MSPs improve accountability without micromanaging?
What is an effective operational cadence for an MSP?
How can MSP leaders improve forecasting?
Where can AI improve MSP operations and reporting?
How do you build an MSP that scales without adding more chaos?
If your MSP keeps getting busier but never feels easier to run, this session will show you what is missing and what needs to change.
Some of the best Academy conversations will not happen from the stage.
Use this dedicated break to recharge, visit the ARRC Technology departments you want to explore, and connect with the industry experts helping MSPs solve real business problems.
Curious how another MSP handles service delivery, projects, sales, marketing, finance, or leadership? Want to find a better solution to a problem your team keeps working around? This is your time to investigate.
Be sure to visit the sponsors, start a conversation, and get your Academy Passport stamped. Those stamps qualify you for the Passport Prize Giveaway during the final wrap-up, and you must be present to win.
Grab a drink. Tour the departments. Talk to the experts. Collect your stamps.
You came inside a real MSP. Go look around.
What is changing in the MSP industry? Which trends should MSP owners pay attention to? How is AI changing the way MSPs sell, operate, and support clients? And which new ideas are actually worth acting on?
This fast-paced session brings together industry experts and the CharTec team for a rapid-fire look at the challenges, opportunities, and shifts affecting MSPs right now.
Each expert has just ten minutes to challenge conventional thinking, share a fresh perspective, and give you something useful to take back to your business.
We’ll tackle questions MSP leaders are asking right now:
How is AI changing the MSP business model?
Which cybersecurity threats should MSPs prepare for next?
How can MSPs improve efficiency without sacrificing service?
Where are the strongest new revenue opportunities for MSPs?
Which tools and technologies are worth the investment?
How can an MSP improve profitability as costs increase?
What should MSP leaders change before the market forces them to?
Expect practical ideas, strong opinions, and a few hot takes that may start some interesting conversations over lunch.
No long presentations. No recycled talking points. Just sharp insights to help you make better decisions and get more from the rest of your Academy experience.
What does a successful MSP actually look like behind the scenes? How are its departments structured? Which processes keep the business running without everything depending on the owner?
Grab lunch, choose a discussion table, and start comparing notes with MSP owners and industry experts who understand the challenges you are trying to solve.
Then, use your “Keys to the Castle” to explore ARRC Technology, a fully functioning MSP. Go behind the scenes to see the people, systems, processes, and workflows that keep the business moving every day.
This is your opportunity to ask the questions MSP leaders are already asking:
How should a growing MSP structure its departments?
Which processes should an MSP document first?
How do sales, marketing, service, projects, and finance work together?
What systems create accountability across an MSP?
How can an MSP become less dependent on its owner?
Which operational workflows help an MSP scale?
Where is AI being used inside a working MSP?
What should I change when I return to my business?
Look around. Ask questions. Compare what you see to the way your MSP operates today. There are no velvet ropes around the answers.
Your MSP is growing. Revenue is up. The team is bigger. So why is there still not enough money left at the end of the month?
More clients and recurring revenue do not automatically create a more profitable MSP. Rising labor costs, inefficient service delivery, weak pricing, missed sales targets, and poor accountability can consume growth before it reaches the bottom line.
In this session, Mark Grundy will share a practical 12-step framework for improving MSP profitability in 2027. You’ll learn how to identify where your business is making money, where profit is leaking, and which changes will have the greatest financial impact.
Mark brings more than 28 years of business leadership experience, including building and operating CorKat Data Solutions and CorKat Cloud. Today, as the owner of Target Profit Solutions, he helps MSP owners improve sales performance, operations, accountability, and financial results.
We’ll answer the questions MSP owners are asking:
How profitable should an MSP be?
Why is my MSP growing but not making more money?
What is a healthy profit margin for a managed service provider?
Which MSP expenses are hurting profitability?
When should an MSP raise its prices?
How can an MSP grow profit without creating more work for the owner?
What You’ll Take Away:
A 12-step framework for evaluating and improving MSP profitability
A clearer understanding of the numbers that drive profit
Practical steps for improving pricing, accountability, and forecasting
A better way to prioritize the changes your MSP should make in 2027
Building a bigger MSP does not mean much if you are not building a better business.
Does your MSP need another tool, or do the tools you already own simply need to work together? Which process should you automate first? And where does AI actually belong?
Most MSPs already have powerful systems holding valuable business data. ConnectWise knows the clients. The CRM knows the prospects. Microsoft knows the users. Security and monitoring platforms know the risks and devices. The problem is that these systems rarely understand one another.
In Part 1, Roger Lawrence will help you find the operational gaps where AI, automation, and system integration could make the biggest difference inside your MSP.
You’ll work through questions MSP leaders are asking:
What should my MSP automate first?
Which repetitive processes cost my team the most time?
How can AI connect data across ConnectWise, HubSpot, Microsoft 365, and other platforms?
Do I need new software, an integration, or a small custom application?
Where should AI make a decision, and where should normal business rules take over?
How do I identify an AI project with measurable business value?
Which processes are too risky or complicated for a first project?
How can an MSP move beyond employees simply using ChatGPT?
Using Roger’s Detect, Enrich, Decide, Act, Learn framework, you’ll map one real problem inside your MSP and begin designing the intelligence needed to solve it.
Bring a problem. Leave with a project worth building.
How do you get a guarded prospect to open up? What should you ask during the first appointment? And how do you move the conversation forward when they insist everything is “fine”?
In this session, Nick Points will show you how to lead a first appointment that gets prospects talking, uncovers what deserves a closer look, and earns the next step in the sales process.
You’ll learn how to use effective questions and active listening to move beyond polite, surface-level answers. Nick will break down how to recognize hidden dissatisfaction, explore the business impact of a problem, and create enough curiosity for the prospect to continue the conversation.
We’ll answer the questions MSP salespeople are asking:
What should I ask during the first MSP sales appointment?
How do I get a prospect to open up?
What do I say when a prospect tells me everything is fine?
How do I uncover dissatisfaction with their current IT provider?
How much should I talk about my MSP during the first meeting?
How do I ask better questions without sounding scripted?
What mistakes cause MSP sales appointments to stall?
How do I earn a Discovery meeting without forcing the next step?
How can AI help me practice MSP sales conversations?
How can I improve my voicemails and outreach before contacting a real prospect?
You’ll also see how CharTec’s proprietary AI sales tool lets you practice outreach and voicemails, receive a performance score, and improve your delivery before the real conversation begins.
The first appointment is not where you unload your entire sales pitch. It is where you give the prospect a reason to keep talking.
Why does service delivery become more chaotic as an MSP grows? How do you reduce dependence on a few key technicians? And how can an MSP improve service desk profitability without sacrificing the client experience?
Many MSPs do not struggle because they lack clients. They struggle because every new client adds more tickets, more exceptions, and more pressure to a service operation that was never built to scale.
In this session, Dan Martin will break down how successful MSPs standardize service delivery, improve documentation, create clearer escalation paths, and replace tribal knowledge with repeatable systems.
We’ll answer the questions MSP leaders are asking:
How do I make my MSP service desk more scalable?
Why does adding clients sometimes reduce MSP profitability?
How can an MSP eliminate tribal knowledge?
What processes should an MSP service desk document?
How do you create an effective ticket escalation process?
Which service desk metrics should an MSP track?
How can MSPs improve technician accountability?
How do standardized workflows improve client satisfaction?
Where can automation reduce service desk friction?
How can AI improve ticket management, documentation, and reporting?
How do I reduce my MSP’s dependence on specific technicians?
You’ll learn how to identify the operational habits creating unnecessary work, tighten the systems behind service delivery, and give technicians a clearer path for getting work done correctly.
Because hiring more people will not fix a service desk held together by memory, heroics, and whoever happens to be online.
Some of the best Academy conversations will not happen from the stage.
Use this dedicated break to recharge, visit the ARRC Technology departments you want to explore, and connect with the industry experts helping MSPs solve real business problems.
Curious how another MSP handles service delivery, projects, sales, marketing, finance, or leadership? Want to find a better solution to a problem your team keeps working around? This is your time to investigate.
Be sure to visit the sponsors, start a conversation, and get your Academy Passport stamped. Those stamps qualify you for the Passport Prize Giveaway during the final wrap-up, and you must be present to win.
Grab a drink. Tour the departments. Talk to the experts. Collect your stamps.
You came inside a real MSP. Go look around.
D&H Distributing is a leading North American technology distributor delivering end-to-end IT solutions across SMB and enterprise channels. Its Advanced Solutions practice focuses on high-growth areas including cloud, security, infrastructure, modern workplace, and AI, enabling partners with curated portfolios, technical expertise, and go-to-market support. D&H’s customer service model is built on accessibility, accountability, and partnership—combining dedicated account teams, subject-matter experts, and streamlined operations to accelerate deal execution and improve partner outcomes. Through personalized support, enablement resources, and collaborative planning, D&H empowers vendors and resellers to drive growth, maximize ROI, and deliver impactful solutions to their end customers and partners globally.
When MSPs resell cloud solutions, one question rarely gets asked until it's too late: who actually owns the environments you build? With hyperscalers, your images, configurations, and client environments often live inside someone else's ecosystem… on their terms, at their prices, with their exit barriers.
In this session, we'll break down what image and IP ownership really means in a partner-hosted model, why it matters for your margins and your exit strategy, and how owning your images with CorKat lets you standardize deployments, protect the work you've invested in, and keep control of the client relationship.
You'll walk away understanding how ownership translates to stickier clients, faster onboarding, and recurring revenue that's truly yours.
Why do MSP Discovery meetings turn into technical conversations? How do you uncover a problem the prospect will actually pay to solve? And what should you ask before you ever recommend a solution?
Prospects rarely walk into Discovery and hand you the real reason they might change IT providers. They give you symptoms. Slow computers. Recurring tickets. Security concerns. An IT company that takes too long to respond.
Your job is to find out what those problems are costing the business.
In this session, Nick Points will show you how to move beyond surface-level technical questions and lead a Discovery conversation that uncovers business impact, urgency, and the prospect’s motivation to change.
We’ll answer the questions MSP salespeople are asking:
What questions should I ask during an MSP Discovery meeting?
How do I uncover the real pain behind an IT complaint?
How do I get prospects to give more than surface-level answers?
What should I ask about their current IT provider?
How do I keep Discovery from becoming a technical rabbit hole?
How do I uncover the financial and operational impact of a problem?
What do I say when a prospect asks for pricing too early?
How do I create urgency without using scare tactics?
How do I know when I have uncovered enough information?
How can AI help me prepare for and practice Discovery conversations?
You’ll learn how to ask better follow-up questions, listen for what the prospect is not saying, and connect technology problems to consequences the decision-maker cares about.
If your Discovery meeting ends with “send me a proposal,” you probably started presenting before you finished discovering.
The sessions are over. Now it is time to eat, grab a drink, and see who has been hiding a suspiciously good poker face.
Join us for Casino Night featuring roulette, blackjack, poker, and craps. Whether you know exactly when to double down or have no clue what any of that means, jump in and play. Beginners and seasoned card sharks are equally welcome.
Dinner will begin in the Vendor Lobby while the casino floor is prepared. Once the tables open, the remaining food will move outside so the games, conversations, and questionable betting decisions can begin.
Come for dinner. Stay for the bragging rights.
Two Rooms. Two Paths. One Complete Academy Experience.
Every session block offers two concurrent learning rooms. Choose the room that best fits your role, current challenges, and business goals. Whether you're focused on growing revenue or strengthening leadership and execution, you'll build a personalized Academy experience while remaining part of one connected event.
Chartec training room
Growth & Revenue
Built for MSP owners and sales leaders focused on pipeline, marketing, pricing, and closing more recurring revenue. This room follows the sales and marketing threads of the CharTec MSP Framework.
ARRC Training room
Leadership & Execution
Built for MSP owners and operators focused on team structure, accountability, delivery, and the internal systems that let a growing MSP run without chaos. This room follows the leadership and operations threads of the CharTec MSP Framework.
Sales and marketing stay aligned because they support the same growth engine, while leadership and execution stay aligned because they support the same operating system. You'll move fluidly between the two as your role and priorities require.
Day Zero
Academy Experiences
Arriving early? Get even more from your Academy experience before the first session begins.
DAY ZERO WORKSHOP
Microsoft Copilot for MSPs Workshop
A hands-on workshop for MSP owners covering how to deploy, package, price, position, support, and monetize Microsoft Copilot as a recurring service before Academy even begins.
December 8 | 1:00–5:00 PM PT
Explore Day Zero Workshop
OPEN MSP EXPERIENCE
Open MSP Experience
One of the biggest advantages of Academy is spending time inside a real MSP. Meet the team. Explore the departments. Observe how CharTec operates. Experience the business before Academy officially begins.
December 8 | 8:00 AM–5:00 PM PT
Explore the Experience
OPERATIONs LEADERSHIP SUMMIT
Bring Your Toughest Operational Challenges.
Work through real service and operations issues in a small-group setting built for practical problem-solving.
The Operations Leadership Summit is limited to a small group of MSP service and operations leaders who want to go beyond surface-level discussion.
Work through real challenges involving service delivery, service management, dispatch, documentation, accountability, workflow design, performance compensation, team leadership, and operational systems.
This is not a lecture or PowerPoint session. You’ll collaborate with CharTec facilitators and other MSP leaders, compare what is working inside each business, and leave with practical solutions you can apply inside your own MSP. All while you're there.
Small-group facilitation
Limited attendance creates more time for direct feedback, deeper discussion, and focused problem-solving.
Work on your real business, live
Bring your actual service delivery, dispatch, staffing, compensation, workflow, or management challenges into the room.
Feedback from MSP operators and peers.
Get practical input from CharTec facilitators and other MSP leaders who have faced similar operational issues.
This Agenda Is Built Around Action.
Every session is designed to leave you with something you can implement immediately.
Not just ideas, but a plan.
01
01 · Learn
Every session ties back to the CharTec MSP Framework so you leave knowing exactly where each idea fits in your business.
02
02 · See
Worksheets, templates, and structured takeaways mean you walk out with next steps, not just notes.
03
03 · Ask
Two concurrent rooms let you follow the threads most relevant to your role at every point in the agenda.
04
04 · Build
Turn every takeaway into a concrete plan you can start executing the moment you get back to your business.
Meet the Speakers
Learn from MSP operators, trainers, partners, and business leaders who understand what MSP owners are trying to build.
Alex Rogers
CEO and Founder of CharTec and ARRC Technology
Nick Points
VP Of CharTec and ARRC Technology
Brandi Rogers
Marketing Director
Eric Crane
Video Content Manager
Roger Lawrence
Director of Technology
Tony Bela
CFO of CharTec and ARRC Technology
Josh Gossett
Sales Coach and CEO of CoreTech LLC
Daniel Martin
Technical Operations Leader
Ready to Experience Academy?
Academy isn't just a conference. It's two days inside a real, operating MSP, built around a framework you can put to work the moment you get home. The only question left is which room you'll start in.
Register for CharTec Academy
Choose the registration option that best fits your organization.
INCLUDED WITH MEMBERSHIP
Member Registration
Already a CharTec Member? Your Academy registration is included with your membership. Reserve your seat below.
Register as a Member
PUBLIC REGISTRATION
New MSP Registration
Attending Academy for the first time? Complete your paid registration below and secure your seat.
Register for Academy
Not sure which option applies to you? Contact us and we'll help you choose the right registration path.
Looking for advanced operational coaching? Explore the Operations Leadership Summit during registration.
Alex Rogers
CEO, CharTec
Alex Rogers is the founder and CEO of CharTec, the channel’s leading provider of total business consulting and training in sales, operations, marketing, finance/accounting and HR. Rogers has successfully helped to transform over 1,200 MSPs and IT Service providers across the globe since launching the company in 2009. A revolutionary thinker and Master IT sales expert, Alex consistently fills seats at any event for his stirring trainings on sales strategies and tactics that completely turn around close ratios and build multi-million dollar businesses.
Before CharTec, Alex saw what the channel was missing: someone that could teach people how to really sell managed services. Using his experience as CEO of multi-million dollar MSP, ARRC Technology, the award-winning practice he founded in 1992 with a $300 investment, he developed CharTec to assist IT service providers with providing and selling equipment under the HaaS model. Since then, CharTec has grown to be the largest MSP training facility in North America focusing on sales, marketing, operations, and culture. Alex has been recognized in the industry as a three time CRN Channel Chief, the Best Breakout at IT Nation, and Bull’s Eye’s Innovator of the Year.
A rapidly growing and acclaimed solution provider in the channel, CharTec is continually recognized for its innovation and has achieved numerous accomplishments since its inception such as two Best Channel Program awards at IT Nation, Best Revenue Generator at IT Nation, Best in Show at IT Nation, Inc. 500/5000 Fastest Growing Private Companies in America, MSPMentor Top 100 MSPs in North America, Bull’s Eye’s Master MSP, Best Channel Program by ASCII, a Best Channel Vendor and “Best Channel Product” by Business Solutions Magazine.
A father of two and avid hunter and fisherman, Alex takes great pride in being a cornerstone of the local business community while providing valuable employment and growth opportunities in a region stricken with double-digit unemployment.
Monique Rogers
CXO and Co-Founder, CharTec
Dr. Monique Rogers is a visionary leader, lifelong learner, and passionate advocate for holistic well-being and empowerment. As the Co-Founder of ARRC Technology and CharTec, Dr. Rogers has not only built transformative businesses but has also embodied the power of purpose, resilience, and intention in every aspect of her journey.
Her academic foundation is rooted in a Bachelor's degree in Communications with a focus on Business Administration and Marketing from CSUB, a Master’s in Industrial and Organizational Psychology from Walden University, and a Doctorate of Education from USC, where her groundbreaking dissertation, "Negotiation Strategies for Women Impacting the Gender Earnings Gap at Midlife," highlights her commitment to creating equitable pathways for women. She has further honed her wisdom through the Harvard University Program on Negotiation and is currently pursuing a Master's in Law at USC Gould School of Law, embracing continuous growth as a way of life.
Dr. Rogers' professional journey began with a bold vision: transforming a two-person technology repair start-up into ARRC Enterprises, Inc., a thriving managed technology services company and five-time INC 5000 honoree. Alongside its sister company, CharTec, which empowers and educates technology leaders globally, ARRC continues to be a pillar of innovation and service in Kern County after 32 years.
Beyond her professional accomplishments, Dr. Rogers embraces her role as a mother, nurturing two grown young adults, and the loving caretaker of her two rescue dogs. Her spirit of service extends into her personal life, where she finds balance and inner peace through teaching yoga. Grounded in mindfulness, movement, and intention, she inspires others to cultivate harmony in their personal and professional lives.
A recipient of the prestigious CSUB Hall of Fame Alumni Award, Dr. Rogers exemplifies that true success is about aligning ambition with authenticity, heart, and purpose. Her life's work is a testament to the transformative power of perseverance, compassion, and service. Whether she is leading innovative businesses, empowering women, or guiding others toward inner peace through yoga, Dr. Rogers is a radiant force for positive change, reminding us all that wholeness, happiness, and growth begin from within.
Nick Points
VP, CharTec
Working at CharTec, I am able to combine my experience in Sales Leadership and my passion for Sales to help transform MSP Sales People into Sales Professionals.
I enjoy the opportunity to work with MSP Business Owners and Sales people from all over the world and help them turn the corners in their businesses and reach revenue goals never thought possible.
Specialties Include Public Speaking, Sales Training, Coaching and Accountability, Process Improvement, and Client Management.
Brandi Rogers
Premium Marketing Director, CharTec
Brandi Rogers is a woman of many talents. Not only is she the Marketing Director of CharTec, LLC, but she is also the creator and owner of Brandi Lenore, a professional styling company. What's more, Brandi has a proven track record of success in a variety of fields. For example, she spent 5 years as a Branch Platform Manager for the Bank of America, managing a sales team. And before that, she worked as the operations manager for Cenegenics, a high-end health services provider in Beverly Hills. In both positions, Brandi demonstrated her ability to lead and motivate others to achieve.
results. Not only is she an expert in marketing and sales, but she is also a passionate animal lover. In 2017, she founded Mutts and Runts Rescue, a non-profit organization dedicated to saving stray dogs in Kern County by raising funds to provide medical care. With her vast experience in sales, marketing, and management, Brandi is uniquely qualified to lead CharTec's marketing efforts. Under her guidance, the company has flourished, and she has helped countless MSPs to grow their businesses. Brandi is a true asset to the CharTec team and an inspiration to all who know her.
Dan Martin
Chief Evangelist, CharTec
With over 25 years of dedicated service in the Managed Service Provider (MSP) industry, Dan Martin has continually pushed the boundaries of excellence and innovation. As a dynamic leader, he has held key roles in pioneering organizations and left an indelible mark on the IT landscape.
Professional Journey:
Vice President and Owner - Connections for Business (Retired)
Dan Martin's illustrious career began at Connections for Business, a prominent MSP in South Florida since 1976. As Vice President, he played a pivotal role in shaping the company's success. His visionary leadership ensured clients received cutting-edge, proactive managed service solutions, setting the gold standard for efficiency and reliability.
President of ConnectSMART
Later in his journey, Dan assumed the role of President at ConnectSMART, where he harnessed his deep MSP experience to drive the company forward. His strategic prowess and unwavering commitment to innovation have propelled ConnectSMART to the forefront of the industry. Under his leadership, the company consistently led the market with groundbreaking product roadmaps and real-time visibility solutions for service providers worldwide.
Chief Evangelist - Resplendent Data
Currently, as the Chief Evangelist of Resplendent Data, Dan remains at the forefront of technology. Leveraging his wealth of knowledge and experience, he drives innovation in data visualization and dashboard platforms. His visionary insights continue to shape the industry's future.
Thought Leadership and Industry Impact:
Dan Martin is not just a seasoned expert but also a trusted advisor to many in the IT sector. His extensive knowledge and insights make him a sought-after speaker at national IT conferences. His contributions to the MSP field have set new standards and inspired countless professionals to reach new heights in their careers.
Dan Martin's enduring commitment to excellence, innovation, and the MSP industry makes him a true luminary in the field. His legacy is one of visionary leadership, pushing the boundaries of what is possible, and inspiring others to do the same.
