
Academy Agenda
October 7th - 8th
Two Days Inside 2 days.
See how Academy is structured across two concurrent learning rooms designed to help you build a stronger MSP.
Academy is one connected experience built around the CharTec MSP Framework.
Choose the sessions that best fit your role while experiencing how every department contributes to building a stronger MSP.
Every attendee follows a personalized learning path while remaining part of one connected Academy experience.
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.
Your sales pipeline is not inconsistent because prospects “aren’t ready.” Deals stall because follow-up gets missed, Discovery stays too shallow, proposals take too long, and every salesperson runs a different playbook.
AI can help fix that. If you know how to use it.
In this session, Nick Points will show you how MSPs are using AI to prospect smarter, uncover the real reasons prospects buy, prepare stronger presentations, and keep deals moving without adding more busywork.
This is not another hour of ChatGPT prompts and robot-written emails nobody wants to read. You’ll see practical ways to use AI throughout the sales process while keeping the human judgment, personality, and trust required to actually close an MSP deal.
What You’ll Learn:
How to improve prospecting and get more responses
How to uncover the real buying triggers during Discovery
Ways to prepare better presentations and proposals in less time
How to stop good opportunities from dying in follow-up
Where AI can eliminate sales busywork without making you sound like a robot
How to build a more consistent and repeatable sales process
AI will not sell managed services for you. But used correctly, it can help you sell faster, follow up better, and stop leaving good opportunities sitting in your pipeline.
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.
What should an MSP salesperson do when marketing has not handed them a lead? How do you prospect without sounding pushy or weird? And how do you create qualified sales conversations instead of waiting for them?
Kellen Cowan does not sit around hoping his pipeline fills itself. He creates more at-bats.
In this hands-on session, Kellen will break down the field-tested prospecting strategies he uses to identify right-fit companies, start conversations, gather valuable account intelligence, and earn the first appointment.
You’ll work through three ways to create opportunity:
Five Doors: Turn every client visit into an opportunity to identify and approach five nearby businesses
Own the Room: Build relationships inside the associations and communities where your best prospects already gather
Create the Room: Bring prospects, clients, and business leaders together by creating an experience worth attending
Along the way, we’ll answer the questions MSPs and their salespeople are asking:
How can an MSP generate more qualified sales opportunities?
What should a salesperson say when walking into a business?
How do you get past the receptionist without treating them like an obstacle?
Which questions can you ask before you have earned the prospect’s trust?
How can AI help identify businesses that match your ideal client profile?
What information should salespeople capture in the CRM?
How do associations generate MSP leads without turning every event into a sales pitch?
What should an MSP salesperson do every week to keep the pipeline moving?
You’ll define your best-fit prospect, map out how you will start the conversation, and build a 30-day opportunity creation plan you can actually follow.
Marketing can create air cover. Sales still has to take ground.
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.
Why does one employee want the bottom line while another needs every detail? Why does one person think out loud while another needs time to process? And why do some coworkers seem to speak completely different languages?
Because they often do.
In Part 1, Josh Gossett will introduce DISC and explain how the four behavioral styles influence communication, decision-making, workplace relationships, and the way people approach their jobs.
You’ll learn how to recognize Dominance, Influence, Steadiness, and Compliance in real people, including the blended styles that make up most of the workforce. Josh will use workplace examples to help you begin identifying how someone prefers to communicate, what may motivate them, and what can create tension.
We’ll answer the questions MSP leaders are asking:
What is a DISC assessment?
What do the D, I, S, and C personality styles mean?
How do DISC styles communicate differently?
What is a blended DISC personality style?
How can I recognize someone’s DISC style at work?
How does DISC help an MSP hire the right person?
Which DISC styles fit common MSP roles?
Can DISC predict whether someone will succeed in a job?
How can DISC improve communication between employees?
What are the limitations of using DISC in hiring?
You’ll leave with a working understanding of DISC, greater awareness of your own communication style, and a better ability to recognize what the people around you may need.
Welcome to DISC Kung Fu. No black belt required.
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.
October 6 | 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.
October 6 | 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
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PUBLIC REGISTRATION
New MSP Registration
Attending Academy for the first time? Complete your paid registration below and secure your seat.
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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.











