MSP Initiative and Equilibrium Consulting

Podcast Episode Description

The IT services industry is in the middle of a structural shift.

In this episode of the MSP Initiative Podcast, host George Bardissi is joined by Pete Busam, Founder and Principal of Equilibrium Consulting, for an open, wide-ranging conversation about what’s changing inside the MSP world—and what’s coming next.

The discussion centers on Pete’s six-part blog series on the “new look of an MSP,” which reframes the traditional Managed Service Provider into an ASP: Automation Service Provider. From there, the conversation expands into skills, marketing, AI adoption, and the real-world pressures facing IT providers today.

From MSP to ASP: Why Automation Is the New Baseline

Pete explains why automation is no longer optional. The modern IT provider must design workflows, orchestrate tools, and reduce friction across service delivery. This evolution requires MSPs to think beyond tickets and tools—and instead build repeatable, automated outcomes.

The ASP model reflects this shift:

• Automation-first service design

• AI-assisted operations

• Process-driven delivery across the stack

New Skills MSPs Must Develop

The move toward ASPs requires new capabilities inside MSP organizations. Pete and George discuss the growing importance of:

• Automation and orchestration skills

• AI literacy across technical and non-technical teams

• Marketing that explains outcomes, not features

• Business conversations with decision-makers

Marketing Must Evolve with the Stack

As services change, marketing must change too. Traditional MSP messaging struggles to explain automation, AI, and value creation. The conversation highlights why MSP marketing must align with buyer expectations, prioritize clearer storytelling, and focus on education—not tool lists.

AI Everywhere: The Vendor Reality MSPs Can’t Ignore

The episode also dives into a major industry shift: AI baked into core platforms, especially across Microsoft’s ecosystem. With AI embedded in productivity, security, and infrastructure tools, vendors now justify price increases tied directly to AI capabilities.

This creates new challenges for MSPs:

• Explaining rising costs to clients

• Redefining value beyond licensing

• Helping customers understand what AI actually delivers

A Real Conversation About Industry Pressure

Rather than following a strict script, Pete and George openly “bounce around” the realities MSPs face today—vendor consolidation, AI fatigue, pricing pressure, skills gaps, and shifting buyer expectations. It’s an honest conversation rooted in what MSPs are experiencing right now.