Transformative's Bet: The MSPs That Survive Will Sell Revenue, Not Tickets

Ask most MSPs what they sell and you will hear a stack: helpdesk, patching, security tooling, a Microsoft partnership. Ask Joe Markert, CEO of Transformative (opens in new tab), and you get a different answer entirely. We sat down with Joe and Robby Prochnow, Transformative's Chief Revenue Officer, to understand how their firm evolved from traditional IT support into a strategic business transformation partner, and what that shift demands of the rest of the industry.

The "aha" moment: one suite instead of ten tools#

Transformative's journey began the way many MSP stories do, with general IT support. The pivot came in 2017-2018.

"We realized we could solve complex compliance challenges using only Microsoft's Enterprise Mobility + Security suite. No more stitching together 10 different tools. That was the 'aha' moment." (Joe Markert)

That clarity led the firm to go all-in on Microsoft, eventually rebranding as Transformative to reflect a new mission: business transformation on a Microsoft-centric foundation.

Then COVID-19 hit, and it hit them hard. With a hospitality-heavy client base, Transformative lost nearly 40% of its business overnight. Instead of retreating, they leaned into simplicity.

"We used Microsoft's transformation roadmap and productized it. We swapped big upfront project fees for slightly higher monthly rates with longer terms. That stabilized our MRR and helped clients modernize affordably." (Joe Markert)

The approach kept them out of the "security solution frenzy" many MSPs fell into, and kept the stack lean, manageable, and aligned with outcomes rather than tool sprawl.

The opening question changed everything#

Staying relevant meant changing how client conversations start.

"We don't lead with tools. We start by asking: how do we unlock the revenue trapped in your business?" (Joe Markert)

Instead of pitching helpdesk support or compliance tools, the conversation begins with business goals: improving sales, productivity, or customer experience. From there, AI, automation, and Microsoft 365 become vehicles to get there, not the headline.

Robby puts it best:

"We're not here to dump AI or tech buzzwords. We're here to increase profitability and reduce complexity. Leading with business outcomes is such a different narrative than pitching 24/7 support and being your Microsoft partner." (Robby Prochnow)

Transformative now describes its role as a Sherpa, guiding clients through modernization, AI adoption, and process improvement. In practice that includes:

• Hiring a change management consultant to assess client internal appetite for transformation
• Building a transformation readiness score to measure operational maturity
• Partnering with strategic experts across verticals and disciplines

One of the most powerful shifts is embracing the role of connector, bringing in the right partners and experts as needed rather than pretending to do it all.

"We're not afraid to say we don't do everything. But we know the right people. That makes us more valuable, not less." (Joe Markert)

From go-to-market strategy to architecture firm consulting, the team acts as an integrator of outcomes, not just tools.

What finally reopened the security conversation? AI.#

For many clients, AI is not just a shiny new tool. It is the conversation starter that reopens the door to security strategy.

"We had clients who ignored security initiatives for years. Now, with AI, they suddenly get it. They want to invest in the foundational work because they see the business upside." (Joe Markert)

Whether the framing is risk reduction or ROI potential, AI is elevating once-ignored conversations about security, compliance, and operational readiness. We see the same pattern across the industry as of August 2025: the client who shrugged at MFA for years suddenly cares about identity and data governance the moment Copilot enters the roadmap.

Reporting that executives actually read#

On security reporting, Joe is candid that the industry is still evolving:

"Secure Score isn't enough. We've leaned into visual, business-friendly frameworks—showing where they are, where they're going, and tying that to ROI." (Joe Markert)

Rather than pitching features, Transformative evaluates client readiness across people, processes, and platforms, using their transformation readiness score to assess where the client is, what is holding them back, and which outcomes matter most. Clients do not care about patching stats or ticket resolution times. They care about business progress.

So the reporting maps directly to business goals:

• OKRs tied to modernization initiatives
• Visual dashboards that show where they were versus where they are
• Red-yellow-green scoring that executives understand at a glance

It is not about selling more. It is about selling what matters.

"We'd rather do less and do it well. That builds trust. That's where the real ROI lives." (Robby Prochnow)

Five moves worth stealing#

1. Stop selling tech. Start unlocking revenue. Build services around business outcomes, not tools.
2. Shrink the stack. Simplify the strategy. Less complexity means more clarity, better results, and happier clients.
3. Use AI as a catalyst. AI is the gateway to bigger conversations around security and transformation.
4. Position yourself as a Sherpa. Clients do not need another IT vendor. They need a guide.
5. Measure what matters. Move beyond technical metrics and report on real progress.