In his Channel Partners Conference & Expo session on March 24, LastTech CEO Brad Lassiter will crush the myth that better technology alone equals better business outcomes. Lassiter thinks MSPs often focus too much on the latest tools and platforms, and need to establish themselves as strategic assets for clients rather than just selling IT. In other words, they should be trusted advisors rather than “just the IT guy.”

We spoke with Lassiter about what to expect from his “The Business-First MSP: Align Your Tech to Accelerate Business” session that is part of Channel Partners The MSP Summit in Las Vegas.

Channel Partners: Can you give a brief background on LastTech, and what services you provide?

Lassiter: LastTech is a Managed Service Provider (MSP) that specializes in business technology alignment. We work with small to mid-sized companies—primarily those in complex financial transaction spaces such as real estate, private equity, and investment banking—to transform technology from a burden into a strategic advantage. Our services include IT consulting, project and change management, and the ongoing management of technology platforms, workstations, mobile devices, and cloud services.

Brad Lassiter

CP: Why do you think MSPs are too focused on the latest tools and platforms, and how does it impact their businesses?

Lassiter: MSPs often fall into the trap of chasing the latest tools and platforms because they’re drawn to shiny, cutting-edge technology. While innovation has its place, this tech-first mindset can lead to fragmented service delivery and a lack of alignment with what clients actually need. It shifts the focus away from solving business problems and onto selling features, which diminishes the MSP’s ability to act as a strategic partner. The result? Clients feel like they’re just buying IT services rather than investing in outcomes that drive their business forward. This approach can ultimately damage trust and reduce client retention.

CP: What’s the difference between “selling IT” and using technology as a strategic asset for clients?

Lassiter: “Selling IT” is transactional—you’re providing products or services to keep systems running. While this is necessary, it’s only a baseline expectation. Using technology as a strategic asset requires looking beyond maintenance and uptime to understand how technology can directly drive a client’s business outcomes, whether that’s closing deals faster, improving operational efficiency, or reducing risks. It’s about starting with the client’s goals and working backward to build a strategy where technology plays a pivotal role in achieving those goals. This shift transforms the MSP-client relationship from vendor to advisor.

CP: What common mistakes do MSPs make when trying to engage with clients about technology?

Lassiter: One of the biggest mistakes is using too much technical jargon. Business owners don’t want to hear about gigahertz or terabytes; they care about how technology impacts their bottom line. Another common error is focusing on the tools rather than the outcomes. Instead of pitching a new software or platform, MSPs should explain how it solves a specific pain point or advances the client’s objectives. Lastly, many MSPs fail to align technology recommendations with the client’s overall business strategy, which can make their advice seem disconnected or irrelevant.

CP: How can MSPs transition from being ‘just the IT guy’ to becoming a trusted advisor to their clients?

Lassiter: The transition starts with a mindset shift. MSPs need to view themselves not as service providers but as partners invested in their clients’ success. This requires understanding the client’s business at a deeper level—knowing their industry, goals, and pain points—and tailoring technology solutions accordingly. MSPs should focus on clear, outcome-driven communication, emphasizing how their recommendations solve business problems. Regular business reviews, measurable ROI, and proactive alignment with client objectives are critical for earning trust and demonstrating value.

CP: As technology continues to evolve, how can MSPs ensure they’re offering value beyond the latest trends or products?

Lassiter: The key is to stay grounded in the client’s business needs. While staying informed about emerging technologies is important, MSPs should always filter trends through the lens of what’s practical and impactful for their clients. Offering value means focusing on outcomes—like streamlining processes, improving security, or enhancing scalability—and ensuring that every recommendation ties back to the client’s goals. Additionally, MSPs can differentiate themselves by providing ongoing education, strategic guidance, and proactive planning to help clients navigate technological changes with confidence.