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MAX 2015 Washington


Conference highlights

Gaylord National Resort and Convention Center

We would like to thank all of you who took the time out of your business to join us in Washington DC; we understand that your time is precious and really appreciate you taking time out of your business to engage with us and the wider MAX Community. 

MSPs came together to share, learn and provoke thought, working as one to drive business growth and in turn success. 

Make sure you keep space in your diary for next year’s event… details to follow shortly!





In addition to our general sessions, you can select from a range of both business and technical sessions,
allowing you to tailor your own event schedule as you see fit.


DAY 1: SEPTEMBER 9th 2015

9:00 am - 1:00 pmRegistration

Please come along and collect your namebadge and registration pack between these times. Registration closes at 1pm sharp, where possible please ensure you arrive by this time.

Dave Sobel, Director of Partner Community, LogicNow. Opening and welcome to the event by Dave Sobel, Director of Community – MAXfocus

Dr. Alistair Forbes, General Manager, LogicNow and Dave Sobel, LogicNow

2:45 pm - 3:45 pmKeynote : Extend Your Value & Improve Profit Performance

Ryan Morris, Morris Management Partners, Inc.

Keynote : Updating Your Managed Services Business to Extend Your Value & Improve Profit Performance

The IT industry has always been fast paced … with new solutions launching virtually every day. Add to that the complexity of changing business models and increased competition, and it’s harder than ever to manage a profitable business in the IT channel. How will you improve today’s operations to cut costs and improve profits? Which new solutions will you add to your portfolio? And how will you manage the constant process of change to keep your business relevant to your customers? In this fast-paced session, participants will learn how to manage continuous change and build a business strategy that capitalizes on today’s opportunities – and also lasts through multiple market phases.

4:00 pm - 5:00 pmTECH BREAKOUT 1a: Married to the MOB (Managed Online Backup)

Jeff Hardee and Eric Harless

This session will cover everything you need to know about our fully integrated Managed Online Back Up Solution. This is our virtual disaster recovery offering that is fully “committed” to your RM Dashboard. *We will show you how to back up *remotely restore *create VM’s “Once you’re in with the MOB, you’re never going to want to leave…”

4:00 pm - 5:00 pmTECH BREAKOUT 1b: MAXfocus Certification Course Part 1

Todd Haugland

The goal is to ensure our Partners maximize the functionality that the dashboard provides. In many cases, Partners have not used all the features – or even know they exist. The track will include three exams, each one more difficult than the last. Partners are first tested on their base knowledge of the platform. They are later tested on knowledge of core features and how to use them. And finally, understanding of the dashboard’s extended functionality (e.g., mobile device management, app control, scripting) is tested. Your tech’s will walk away with a better understanding of MAX RM and a certificate to prove it!

4:00 pm - 5:00 pmBUSINESS BREAKOUT 1a: Open House

Jason Nelson, Allixo

Open House: An In-Depth Tour of a Growing and Profitable MSP With Happy Client

Sometimes it can help to see it all put together: a practical and grounded tour through all elements of our MSP business, with Q&A. Allixo is a 6 year old MSP with 1.5 million in revenue, 11 full time employees, and 20% year over year annual growth. Learn from our mistakes, find some inspiration, and gain clarity as you navigate through your own journey into success. This is a big picture session focused on sharing practical information for those who attend.

4:00 pm - 5:00 pmBUSINESS BREAKOUT 1b: Creating a Marketing Lead Machine

Terry Hedden, Marketopia

We’ll cover the essentials of marketing, the preparation involved in creating a strategy that fits your budget, needs and targets and explain the difference between sales and marketing and how they interact. Then we’ll provide examples and explain how to create customized marketing, PR and referral program strategies by leveraging Marketopia’s best practices and templates to create an actionable plan for your business.

We’ll cover:


  • Components of a Marketing Plan
  • Importance of Repetition and the Impact of Multi-Touch Campaigns
  • Keys to Success in Marketing
  • Marketing Plan Deep Dive
  • Create a Marketing Plan Unique to Your Business Goals
  • An Easier Approach to Marketing


4:00 pm - 5:00 pmBUSINESS BREAKOUT 1c: Trends in Managed Services

Carolyn April, CompTIA

Understanding the mindset of the customer is a crucial ingredient in any successful managed services practice. What do they consider “managed services” and what kinds of questions to they ask when vetting providers? What do they look for in a service level agreement? Trends in Managed Services captures critical end-user information about managed services usage patterns, preferences and general attitudes towards managed services to help guide you toward maximum growth and profitability.

5:15 pm - 6:15 pmTECH BREAKOUT 2a: The LogicFiles: Your Path to More!

Ernest Byrd

We aim for ease of use while remaining comprehensive. With that said there is always going to be a Customer that has specific UNiQUe needs. In order to remove complexity we have available the Scripting and Automated Tasks solutions sets. These enable YOU to simply “plug in”a script available for Automated Processes. Join Ernest in this deep dive session that has been a standing-room only session 2 years in row!

5:15 pm - 6:15 pmTECH BREAKOUT 2b: MAXfocus Certification Course Part 2

Todd Haugland

Implementation & (re)configuration/removal of features from the dashboard. In-depth feature analysis & Best Recommendations Use Cases. The sessions should be considered a continuation of one another. All time available will be used as time allows.

5:15 pm - 6:15 pmTECH BREAKOUT 2c: Graduating from Technical to CEO to Business Owner

Amy Babinchak, Owner – Third Tier

For many IT firms the owner of the company is a technical person and started the business doing the technical work themselves. But when you’re doing the technical work, graduating into management is difficult and growing into the CEO and Business Owners roles is impossible! In this session Amy will give you her first person account of how she went about making this transition and will provide some tips and pitfalls to avoid.

5:15 pm - 6:15 pmBUS BREAKOUT 2a: Strategic Planning for A New Business World

Chas Hendricksen, Benchmark Systems

Always be ready to do a “180” on your business plan and/or direction of your business. The most successful businesses today are able to see several steps down the road in anticipation of where the market will be trending in the future. Your presenter, Chas Hendricksen has been involved in strategic planning for many years now. Having founded and divested a nationally published Contracting business, Chas is now involved in assisting multiple technology firms on topics ranging from strategic management to marketing to project management.

5:15 pm - 6:15 pmBUS BREAKOUT 2b: Taking Your Business To Version 3.0 and Beyond

Manuel Palachuk – Manuel Palachuk International

Taking Your Business To Version 3.0 and Beyond – Business Strategy Meet Agile Execution

Become a consistent leader in your industry by driving your business strategy and roadmap toward success using the power of agile. When it comes to execution on the strategy you’ve laid out for your business or any aspect of your business, the old methods are sorely lacking in many ways. Much like the waterfall method of project management brought about the advent of agile project management, it’s time for a paradigm shift for business strategy execution, and it just so happens that “agile” is the new keyword here too. Find out what your competitors may already know about leveraging agile methods to drive success.

Business owners and managers will agree that having a roadmap and strategy for success is both significant and highly important. But if these are not anything more than a group of ideas in the owner’s head or scribbling on a napkin, you’re not likely to be going anywhere very fast. Business Agile Strategy Execution provides exactly what is called for: Business Strategy fused to Agile Execution. Learn to drive success, not wait for it!

This session will start with the ROI of business strategy, then clarify and expand upon the most important elements of any company’s business roadmap and strategy. After the setup, the primary focus of the discussion will be on the actual methods of driving your business strategy for each aspect of your organization. Manuel will highlight the tools you should be using for evaluating, bench-marking, goal setting, and driving your success. He will use practical examples to demonstrate how to drive the success of your business in every value aspect, especially service delivery.

DAY 2: SEPTEMBER 10th 2015

9:00 am - 9:30 amDay 2 Introduction and Overview of the day’s Agenda

Dave Sobel, Director of Partner Community, LogicNow

9:30 am - 10:30 amKeynote : Focus on Quality and Trust Above All

Paul Dippell, Service Leadership Inc.

Why and How MSPs with Top Growth and Profit Focus on Quality and Trust Above All

Many MSPs have lower growth and profitability than they’d like. Some falsely conclude that Managed Services is becoming “commoditized” and lower their prices to spur growth. Yet, according to the industry’s leading financial benchmark, the Service Leadership Index®, the profitability and growth of the top quartile of MSPs has stayed the same each year since 2009. Top quartile MSPs continue to grow at about 2x the pace of the median, and to have about 3x the profit. They leverage the desire for service quality and trust in their sales cycle, then deliver it under contract. This wins the most profitable, growth-oriented accounts and references. Join Paul Dippell, CEO of Service Leadership, Inc. for this actionable and compelling look into how service quality and trust drives success, and how those MSPs at higher Operational Maturity Levels© build them into their businesses.

Mike Kronenberg, MAXfocus Chief Technology Officer

A selection of secret track round table discussions hosted by Paul Dippell and Ryan Morris.

1:45 pm - 2:45 pmTECH BREAKOUT 3a: Hunting Bad Guys with MAXfocus

Ian Trump, LogicNow

Ian Trump, Security Lead for LogicNow takes a look at the current state and future state of the MAXfocus platform when it comes to Cyber Threats. The MAXfocus platform easily provides a “quick win” suite of solid security services; Patch Management, Managed AV, Web Protection, Email Protection, Mobile Device Management and Backup – 6 Layers of protection. But, wait there is more. Taking a look at the event log monitoring, SNMP monitoring and future development of Network Discovery and LogicCards, finding “bad things” suddenly becomes a great deal easier. Would you believe with a handful of scripts and a few free tools the MAXfocus platform can turn into a Host Intrusion Detection System, a Network Intrusion Detection System and provide continuous monitoring of the organizational security posture? Ian will show you just how far you can go with the MAXfocus platform when it comes to security.

Key Take aways


  • MAXfocus provides 6 layers of effective defence against cyber attacks.
  • MAXfocus is not just about prevention; it can help detect Zero Day and APT style attacks.
  • Continuous Monitoring of an Organizations Security Posture can be deployed using MAXfocus.


1:45 pm - 2:45 pmTECH BREAKOUT 3b: MAXfocus Certification Course Part 3

Todd Haugland

Best Recommendations: advanced management of RM including system & user security. The sessions should be considered a continuation of one another. All time available will be used as time allows.

1:45 pm - 2:45 pmTECH BREAKOUT 3c: Quickbooks for IT firms

Rayanne Buchianico, Third Tier

Many MSPs use QuickBooks to enter their transactions, reconcile and send the accountant’s copy to their tax preparer at the end of the year. There is so much more to your accounting system. Learn to use the information in QuickBooks to:


  • Make Management Decisions
  • Plan Your Exit Strategy
  • Manage Cash Flow
  • Detect Fraud in your Company
  • Can you afford to hire a new tech, purchase equipment, or should you take on a loan?

This is not a bookkeeping session, it is a management session. Learn to use the tools you already have to run your business more efficiently and profitably.

1:45 pm - 2:45 pmBUS BREAKOUT 3a: Owning Your Customers

Jim Hunton, Onsite Technical Services LLC

Once you add a client how do you retain them long term. How can you use some simple tools built into MAXfocus to assist in keeping the client engaged. What things you should be watching for and what you should do to when you have a competitor trying to pry their way into one of your clients.

1:45 pm - 2:45 pmBUS BREAKOUT 3b: Learn From Your Peers


Learn From Your Peers: Pricing Out Your Managed Service Offering

Are you wondering how to price your services? Do you want to maximize your ROI? What pricing model should you use in order to be successful? MSP’s all over the world are asking these questions, so this year our Panel is all about Pricing! Moderated by Nadia Karatsoreos, Community Manager at Logicnow and introducing your Panelists Jason Etheridge from Logic Speak, Steve Rutkovitz from Choice Technologies, Richard Delaney from Delaney Computer Services, Inc, Chad Kempt from Fast Computers, Willy Mangual from Nerds “R” Us.

3:15 pm - 4:15 pmTECH BREAKOUT 4a: Putting the ‘Service’ back in ServiceDesk

Eric Anthony and John Bennett

Join Eric Anthony, [lead of sales for ServiceDesk] and John Bennett, ServiceDesk Product Director, to hear how ServiceDesk can help your business track and improve your service delivery, learn about our latest updates and the plans for the roadmap of the product.

3:15 pm - 4:15 pmTECH BREAKOUT 4b: MAXfocus Certification Course Part 4

Todd Haugland, LogicNow

Extend it: Automation/Remediation Logic Files from the dashboard. In-depth analysis & Best Recommendations Use Cases. The sessions should be considered a continuation of one another. All time available will be used as time allows.

3:15 pm - 4:15 pmTECH BREAKOUT 4c: Ransomware prevention techniques

Susan Bradley, Third Tier

Learn how to quickly recover from and prevent the latest threat on the web – ransomware. From CryptoLocker, to CryptoWall, it’s estimated that its cost its victims over $30 million dollars. Learn how to better protect and prevent your clients from becoming its next victim.

3:00 pm - 4:00 pmBUS BREAKOUT 4a – Ultimate Branding

Karl Palachuk, Technology Consultant – Small Biz Thoughts

The Ultimate Branding for a Successful Manage Service Business

SOPs – Standard Operating Procedures – are much more than simple “how-to” documents. Join best-selling author Karl Palachuk for a look at policies, processes, and procedures that help define your business and separate you from the competition. Karl’s presentations are always informative and entertaining.

3:00 pm - 4:00 pmBUS BREAKOUT 4b – Creative Ways to Build Your Sales Team

Michael Schmidtmann, Peer Group and Facilitator – Trans4mers

MSP owners who do the selling for their company can enjoy a great lifestyle. Unfortunately, their company will never sell for high value / multiples unless they can build a sustainable sales engine. This sales engine needs a sales team to supplement and eventually replace the owner’s sales. How do you create a sustainable sales engine that drives high growth, high profits, and high resale value? There have never been more ways.

In this session, you will gain insights into these issues:


  • What to do first: Inside or Outside Sales?
  • Where to Invest: Marketing or Sales?
  • “Buy” talent or “Build” it?


There have never been more viable ways to build a business. Which model fits you and your business the best? The long term success and profitability will hinge on your ability to make these choices and attract the right types of talent to your organization.

This session is led by Mike Schmidtmann, who founded and ran a successful $30M business selling IT products and services. He now works with Solution Providers across the country to grow their sales and improve profits.

4:30 pm - 5:00 pmVENDOR BREAKOUT – Close More Managed Services Business

Matthew Koenig, National Sales Manager – RapidFire Tools

Leveraging Network Assessments to Close More Managed Services Business

This session will reveal the top ways that successful IT service professionals and MSPs use IT assessments throughout the client lifecycle — from compelling lead generation “call-to-action” and helping to close new business, through expanding your existing client relationships.

There will also be a brief introduction to Network Detective, the affordable tool used by thousands of IT service pros that makes comprehensive IT assessments fast and easy.

4:30 pm - 5:00 pmVENDOR BREAKOUT – How Adding Security Services can Grow Your MSP Business

Art Gross, CEO – Entegration, Inc.

Small to midsize businesses (SMBs) are worried about security and data breaches. MSP need to move past basic security such as firewalls and anti-virus and add advanced security services to their MSP portfolio. The breakout session will take a look at common causes of data breaches and why SMBs are targeted the most. We will discuss how Breach Secure Now’s white labeled security service can help MSPs add advanced security services and help their clients prevent, respond to and survive a data breach.

4:30 pm - 5:00 pmVENDOR BREAKOUT – Become an IT Invoicing Champ

Ryan Goodman, President – ConnectBooster

Become an IT Invoicing Champ, Instead of an IT Invoicing Chump

As the owner of an IT business, you can probably relate to IT clients paying late, (or not at all) slow-payers, and the pitfalls of your typical accounts receivables process. In our session, we will give you free and helpful tips on how to grow your MSP, eliminate the headaches associated with the usual method of reconciling transactions, receiving paper bills, and ultimately help your MSP become more efficient with your most important task: getting paid on time, every time.

4:30 pm - 5:00 pmVENDOR BREAKOUT – Close More Deals and Increase Profit

Jessie Devine, Community Coordinator – QuoteWerks

Close More Deals and Become More Profitable by Automating Your Sales Process

Efficient, easy, accurate, reliable. These are not the conventional terms used to describe a sales process. Usually, the sales process is seen as a time consuming and daunting task. It includes multiple steps and several people involved to take a client from prospecting, to quoting, to closing the sale. Without proper practices and tools in place, your sales process can lack the efficiencies, reliability, and uniformity of a streamlined approach and result in missed opportunities.

In this session you will learn how you can use a systematic approach, with industry tools, to simplify and automate your sales process and turn it into an efficient, reliable and profitable sales environment.

5:15 pm - 6:15 pmTECH BREAKOUT 5a: MAXBackup…

Jeff Hardee and Eric Harless

MAXBackup… Our Hybrid Vehicle That Protects Land and Cloud

Jeff Hardee and Eric Harless will teach you everything you need to know about MAXBackup- our disaster recovery solution with no competitor- there is literally no other vendor that can do everything we do!

We will cover:


  • how to have high RTO (recovery time objective)
  • what’s your DRP (disaster recovery plan)
  • got security on your mind? We’ll cover that too.


“It’s not bragging if you can back it up”

5:15 pm - 6:15 pmTECH BREAKOUT 5b: MAXfocus Certification Course Part 5

Todd Haugland, LogicNow

Extending it more: Special Case Deployments. Advanced features/monitoring tools and & Best Recommendations Use Cases. The sessions should be considered a continuation of one another. All time available will be used as time allows.

5:15 pm - 6:15 pmBUS BREAKOUT 5a – Do you have business 2020 vision?

Randal Wark – IT Revolution

What’s in Your Business Vision for the next 3 or 5 years? We hardly know what will happen months from now in the IT industry, so why have a vision for the next three to five years? Learn how a proper business vision can make your company successful. Get some insights into building a great business vision. Find out the importance of working ON your business rather than IN your business.

5:15 pm - 6:15 pmBUS BREAKOUT 5b – A Sustainable After Hours Support Model for MSPs

Jason Nelson, Allixo

Do you find yourself offering 24×7 support without a sustainable way to deliver it after hours? Suffering alert fatigue? Join this session for a deep dive into our solution, how it works with MAXfocus, how to share the load with your technical staff without them hating it, and more. This is a major operational impact session you don’t want to miss.

5:15 pm - 6:15 pmBUS BREAKOUT 5c – Quick Start to Managing a Managed Service Sales Team

Terry Hedden for CompTIA

To build an effective managed services business, you must first understand what your target customers and their employees need to meet their objectives. When your portfolio offers what businesses truly want, or your services can be tailored to meet their specific needs, sales will be more plentiful. Successful MSPs provide the types of unique support their customers really need and the cost-effective nature of managed and cloud services creates a win-win for all involved

DAY 3: SEPTEMBER 11th 2015

9:00 am - 9:15 amIntroduction and Agenda Overview

Dave Sobel, Director of Partner Community, LogicNow

Day 3 Introduction and Event Highlights

9:15 am - 10:30 amLightning Talks

Dave Sobel

These quick fire 10 minute presentations will cover a wide range of topics by a number of different speakers – TBA shortly

10:45 am - 11:45 amTECH BREAKOUT 6a: MAXfocus Certification Course Part 6 (Final)

Todd Haugland, LogicNow

Extending it more: Special Case Deployments. Advanced features/monitoring tools and & Best Recommendations Use Cases. FINAL ASSESSMENT. The sessions should be considered a continuation of one another. All time available will be used as time allows.

10:45 am - 11:45 amTECH BREAKOUT 6b: Rights Management Anywhere!

Amy Babinchak, Owner – Third Tier

If you aren’t currently rolling our Rights Management to your clients that’s probably because it used to be very complicated to rollout and manage. With the increasing need for compliance by nearly all businesses, thanks for PCIDSS and other regulations, nearly everyone has a reason to protect what they are sending via email. With Office 365 and Right Management Anywhere technologies those days are thankfully behind us. Amy will show you what it is, why to use it, how to talk to your clients about it and how to roll it out and manage it.

10:45 am - 11:45 amBUS BREAKOUT 6a: Writing your own Information Security Policy

Ron Bush, Ron Bush Consulting, Inc.

Writing your own Information Security Policy – Best Practices for Staying Safe in a Scary World!

Attendees will learn how to protect their clients and their company’s data through best practices. Also, one hour of consulting and one RFID wallet by Identity Stronghold will be awarded to during the presentation. You must be present to win.

10:45 am - 11:45 amBUS BREAKOUT 6b: The Tao of Agile Service Deliver

Manuel Palachuk – Manuel Palachak International

The Tao of Agile Service Deliver – Today’s Dynamic Service Delivery Methods

With the dynamic changes happening in the IT industry and its service delivery mechanism, you had better keep up or move aside. Step up and tap into the most productive and dynamic service delivery methods in use today by leveraging Agile and shedding the old “stack and run” methods dictated by the PSAs. These methods are not PSA or service system dependent and are in fact more intuitive than what is considered the norm by the big PSAs.

Agile Service Delivery methods release your service department from the constraints of conventional service delivery. They allow your entire team to function with a level of autonomy far superior to those still preached by the industry and PSA solution providers. They can be used to significant advantage regardless of the service ticket system in place or the team size, with greater ROI for you and your clients.

Manuel will start with the definition of Agile as applied to service delivery, then he will cover the current “lacking” standard practices, and finish with Agile Service Delivery methods for success. The main topics of this presentation include: Your company ROI, Service Delivery Strategy, Processes and Procedures, Communications Protocol, Team Dynamics, and Client Value. Once your service delivery gets Agile, you will never want to go back.

10:45 am - 11:45 amVOTE FOR A SESSION

All attendees will have the opportunity to vote for a session they didn’t attend but wish they had

12:00 pm - 1:00 pmMAX Closing Keynote

Dave Sobel and Dr. Alistair Forbes, LogicNow



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