Show Notes:

“From Family Vision To Thriving MSP.”

In this episode, Karla Zehnder, CEO of Hodgson Consulting and Solutions, an MSP based out of Buffalo Grove, Illinois, takes us through her inspiring journey of building a successful MSP alongside her husband and business partner, Robert. From the challenges of client acquisition to mastering financial planning and creating a values-driven culture, Karla shares practical wisdom for MSP owners at every stage of growth.

Key Themes and Takeaways

Referrals Aren’t Enough. Early reliance on referrals led to unpredictable growth. Transitioning to systemized marketing efforts provided a steady lead flow and consistent client acquisition. “Referrals alone aren’t sustainable,” Zehnder explains. Systemized marketing was a game-changer for us. [Leads] might not come easily with a systemized approach, but they do come predictably.”

Mastering Cash Flow and Financial Planning. Understanding industry metrics and tracking expenses helped Hudson Consulting optimize operations. “You can’t manage what you don’t measure,” Zehnder explains. Tools like Profit First and insights from Greg Crabtree shaped their financial strategy, allowing them to plan for sustainable growth.

The Power of Core Values. Core values like extreme ownership and we are one team guide hiring, coaching, and daily operations. “Extreme ownership is everything. If you mess up, fix it. No excuses,” Zehnder says. A focus on culture ensures alignment across the team, fostering collaboration and trust.

Actionable Takeaways for MSP Owners

• Invest in Marketing Systems:
  • Develop multi-prong strategies like webinars, newsletters, and direct mail campaigns to create a predictable sales funnel.
  • Systemized marketing ensures consistent lead flow and reduces reliance on word-of-mouth.
• Get Serious About Financial Metrics:
  • Track where you’re overspending or underspending. Use benchmarks to determine optimal allocations for salaries, operations, and marketing.
  • Create a roadmap to see where you are now and where you want to go financially.
• Culture Drives Success:
  • Hire for culture, not just skill—skills can be taught, but values must align.
  • Build a culture of continuous learning with mentorship and team collaboration.
• Plan For Work-Life Balance:
  • Treat your family like your business—set goals, plan in rhythms, and prioritize quality time.
• Don’t Get Paralyzed By Indecision:
  • Don’t get so caught up in making the perfect choice, that you don’t make a decision at all. “You can’t steer a parked car,” Zehnder says. “As long as you’re moving, you can course-correct later. Just start.”

What’s Next for Hudson Consulting?

Zehnder is focused on making Hudson Consulting the top-choice MSP in their region—a place where both clients want to work and employees thrive. She’s building on their culture of education, innovation, and excellence to continue scaling sustainably while maintaining a people-first approach.

Enjoyed this episode? Subscribe for more stories and tips from successful MSPs, and check out MSPSuccess.com for additional resources! If you missed the previous episode of My First Million, tune in here to hear Tito and Huey Huynh spill their insider secrets.